More Related Content Similar to Gavin Heaton (20) More from SocialMediaPlus More from SocialMediaPlus (20) Gavin Heaton6. 1. Eye on the future
2. Finger on the pulse
3. Seat at the table
“The game had changed ...” @TimLonghurst
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7. Social Media Adoption
The growth of social networks has
been accelerating.
Daily users (August 2011):
Facebook – 310 million
StumbleUpon – 27.5 million
Twitter – 22 million
Flickr – 10 million
LinkedIn – 8 million
Twitter messages (per day):
September 2010 – 90 million
January 2011 – 100 million
October 2011 – 250 million
http://www.searchenginejournal.com/the-
growth-of-social-media-an-infographic/32788/
http://techcrunch.com/2011/10/17/twitter-is-at-250-
million-tweets-per-day/
© 2011 SAP AG. All rights reserved. 7
8. Knowledge Doubles
Kurzweil shows that
knowledge doubles every
year and has been doing
every year since the 60s.
How do we deal with this
avalanche of information?
© 2011 SAP AG. All rights reserved. 8
9. Eric Schmidt, Google
“ Between the dawn of
civilization through 2003,
five exabytes of data was
created ... Now that much is
”
created every TWO days.
© 2011 SAP AG. All rights reserved. 9
10. Tech Innovation
There’s more power in
your hand than what was
used to put man on the
moon
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11. Can You Be Interrupted?
http://news.cnet.com/8301-27083_3-10469162-
247.html?part=rss&subj=news&tag=2547-1_3-0-20
© 2011 SAP AG. All rights reserved. 11
12. Social media is not just about sales or marketing
(though it is a good place to start)
Every organizational unit is being
impacted by social
SALES
Sales or marketing is an obvious first
Social Selling
step for most enterprises. Aberdeen
COMMS HR
Group recently reported (June 2011)
Social Public Social that 53% of retailers are pressured by
Relations Recruiting
increased consumer use of social
media.
Your
Business
But it’s not just about “listening” or
CHANNEL
COO monitoring, it’s about shadowing the
Social
Social
Customer
constant shifts in customer affinity.
Ecosystem
Service Gain customer intelligence
MARKETING Identify new sales targets
Social
Marketing
Develop closer relationships
Shorten buying cycles
Grow your prospect base
© 2011 SAP AG. All rights reserved. 12
13. Why Think About “Social”? The “Game Changer”
People are less reliant
on advertising
They are researching
options before they
commit
Decision makers are
turning to their trusted
networks for advice at
all phases of the sales
cycle
And so should we!
© 2011 SAP AG. All rights reserved. 13
15. Demo or
Identify Initial Meeting/ Assess Determine Submit
Proof of Purchase
buyer Contact Call Needs Budgets Proposal
Concept
Outbound Sales
© 2011 SAP AG. All rights reserved. 15
16. Search, find, Initiate Share
Request Proposal
research Contact Project Info
Website
Download Share Engage in
and
and View Specs Demo
Resources
© 2011 SAP AG. All rights reserved. 16
18. We needed to reframe the
sales process
© 2011 SAP AG. All rights reserved. 18
19. Use available tools (slingshot) to
aim the birds (each with special
abilities) at structures
© 2011 SAP AG. All rights reserved. 19
20. The objective:
“eliminate the pigs”
© 2011 SAP AG. All rights reserved. 20
24. “Targets”
Sponsor Influencers
Distractions
Stakeholders
Don’t forget to
smell these
© 2011 SAP AG. All rights reserved. 24
25. “Players” Quota
Closed
Account Executive
Sales VP
© 2011 SAP AG. All rights reserved. 25
26. “Strategies”
Where do you aim?
What is your angle?
Direct/indirect?
Focus and effort?
a
h s
© 2011 SAP AG. All rights reserved. 26
27. Social Selling and Social Customer Relationships
How do we respond to
these complexities?
Using the scale and
reach of social
networks to
accelerate and extend
the sales process.
© 2011 SAP AG. All rights reserved. 27
28. “
The customer is in control of the
conversation. SCRM is the
company’s response to the
customer’s control of the
conversation. There is no joint
ownership of the conversation.
But there is no control by one or
the other of the relationship
between them. Though the
”
“power balance” can lean
toward one or the other. Right
http://bit.ly/rAzQGx
now it leans to the customer.
© 2011 SAP AG. All rights reserved. 28
29. Three Cs of Community Engagement
Content Cadence Conversation
• Source • Timing + Pace • Monitor + Respond
• Transform • Orchestration • Identify + Leverage
• Coach • Message Discipline Influencers
• Tag + Spotlight • Ride the Waves • Collaboration
• Consumption • Drive + Leverage
Campaigns
© 2011 SAP AG. All rights reserved. 29
30. Players
Targets
Strategies
© 2011 SAP AG. All rights reserved. 30
31. Players Eye on the future
Targets Finger on the pulse
Strategies Seat at the table
© 2011 SAP AG. All rights reserved. 31
32. VP
Knowing your targets
CIO
Fish where the fish are
Connecting the dots
© 2011 SAP AG. All rights reserved. 32
33. Connecting Your Network
1. How many connections do you have?
2. How many customers are you connect to?
3. How many colleagues are in your network?
© 2011 SAP AG. All rights reserved. 33
35. Easy to Start, Small Steps
Small time commitment and modest
objectives:
1. Grow connections by 25%
2. Publish 12 status updates
3. 10 step, assisted program
© 2011 SAP AG. All rights reserved. 35
36. 10 Step Program
1. Training 6. Make It Part of Your Day
2. Profile Makeover 7. Amplify Campaigns and Themes
3. Connect to People You Know: 8. Direct Contact:
Outlook plugin Look to stakeholders and
Connect to colleagues influencers
Follow companies Ask for introductions
4. Connect to People You Need 9. Follow Guidelines
Advanced search Corporate guidelines
Reachable
10. Supercharge Your Summary
5. Participate in your network
Status updates, thought
leadership
Groups
© 2011 SAP AG. All rights reserved. 36
37. Measurable
Quick wins
Demonstrate value
© 2011 SAP AG. All rights reserved. 37
38. One Connection Opens a Network of Opportunity
CEO CEO
CEO
CEO CEO
CEO
CFO
CEO
CEO CEO
CEO
CEO
CEO CIO
© 2011 SAP AG. All rights reserved. 38
39. Network Becomes Your News
1. Keep up-to-date with
your contacts through
Profile feed
2. Use LinkedIn Today to
see what is relevant and
important in your network
3. Participate and engage
with your network in the
one place
© 2011 SAP AG. All rights reserved. 39
40. Supercharging Your Summary
Employ the principles of inbound
marketing on your Summary
STOP: Using the “Summary” space to
summarize your experience.
START: Using it to put forward your value
proposition to any contact.
Explicitly:
Welcome people to your profile
Describe recent scenarios or use cases
where you have delivered results to your
customers
Explain why someone should contact you
© 2011 SAP AG. All rights reserved. 40
41. The Open Network is Also a Gateway
Lessons Learned Outcomes
Different birds are different Even the most
Those from the Twitter program picked up uncommitted participant
LinkedIn more aggressively grew their network by
20%
Most people overestimate their expertise
Many participants grew
Momentum is only achieved through their networks by over
participation (ie you have to engage with the 40%
concept before you see success)
It takes longer than you
can imagine
© 2011 SAP AG. All rights reserved. 41
43. SAP Community Network
http://www.slideshare.net/markyolton/blogwell-20june2011-mark-yolton-
sap
© 2011 SAP AG. All rights reserved. 43
45. PCN Connect
An innovative, closed community
platform connecting information,
knowledge and people from SAP
and the network of premier
customers.
Not all information – just the
most relevant (self service)
Support the customer decision
making process
Connect customers with each
other
© 2011 SAP AG. All rights reserved. 45
46. Combining Open + Closed Networks
Customer
Network 1. Eye on the future
2. Finger on the
pulse
3. Seat at the table
Open Closed
Network Network
© 2011 SAP AG. All rights reserved. 46
Editor's Notes 60% of B2B salespeople say cycles for closing sales are extending, 43% of B2B buyers follow online social media discussions to learn about products, 25% of buyers say social media influenced their selection of a solutions provider22% of buyers connected directly with a solutions provider via social networks2009 B2B Buyer Transformation Study by Onesource