Social Media channels offer marketers a rich opportunity to really engage their customers like never before. Sadly, customer engagement today has namely been oneway' with many marketers using Social Media as a Digital Megaphone to shout about their Brand and Products in the hope that someone will 'like' them and find their 'content' funny. This presentation explores the challenges marketers face in effectively engaging todays digital natives, as well as the opportunities that Social Channels offer them in really being able to 'listen' to their customers and harness insights on what is influencing them so as to be able to craft content that is both contextual and relevant.

1. ARE YOU LISTENING
TO YOUR
CUSTOMERS?
ENGAGE CUSTOMERS LIKE NEVER BEFORE
Content Strategy and Marketing Conference
Nicholas Kontopoulos
Senior Global Marketing Director,
Global CRM Product Marketing SAP
November, 2013

2. A LITTLE BIT MORE ABOUT ME…
AND WHAT MAKES ME TICK.

3. @Nicholask71

4. @Nicholask71

5. PASSIONATE ABOUT MY CUSTOMERS.
MY OBJECTIVE TODAY IS TO…

6. THROW SOME
‘MIND GRENADES’

7. FIRE-UP YOUR
BRAIN JUICES

8. THE IMPACT
DIGITAL CUSTOMERS
ARE HAVING ON YOUR
ENTERPRISE

10. POWER TO
THE PEOPLE
“… and the Left Wing talk about giving the
power to the people… you know…anybody
knows that the people have the power. All
we need to do is awaken the power in the
people. People are unaware, it’s like they’re
not educated to realise that they have the
power.”
– John Lennon, 1969

11. 29%
of Americans say their phone is
the first and last thing they look
at every day.
PEOPLE ARE ALWAYS CONNECTED.
SOURCE: QUILCOMM

12. The mega trend of the 21st century
is the EMPOWERMENT of people via
connected mobile devices.
- Mary Meeker

13. AT LEAST
50%
of consumers will use 2 or more
devices in their purchase
process.
SITES MUST BE MOBILE-FRIENDLY.
SOURCE: IBM

14. ONE HALF
of all local searches are
conducted on mobile.
PEOPLE SEARCH WHILE
ON THE MOVE.
SOURCE: MICROSOFT

15. MORE THAN
82
1.5
BILLION
40%
MILLION
82B apps will be
downloaded
worldwide
in 2013
More than 1.5M
apps are
available in the
Apple App Store
and Google
Play
SOURCE: PORTO RESEARCH
SOURCE: NEW ROLIO
40% of
marketers are
planning to
develop a
mobile app in
the next year
SOURCE: AERICON
PEOPLE USE APPS THAT
ENHANCE THEIR LIVES.
Of the apps
downloaded, 1
in 4 are
abandoned
after the initial
use
SOURCE: NEW ROLIO

16. MOBILE
BROWSERS
MORE THAN
1/2
18%
82%
OF THOSE
that purchased as a
result of a marketing
message on their
smartphone, did so
on the device itself.
82% of mobile
media
consumption time
is within apps.
SOURCE: MAPDOM
APPS
SOURCE: NIELSEN
BY 2018, MORE APP REVENUE WILL COME
FROM TABLETS THAN SMARTPHONES.
SOURCE: NIELSEN

17. We as consumers are living in a 24/7
DIGITAL WORLD. And our message to
brands is that if you’re not focused on
that, you’re missing out, you’re going to
be left behind.
- Neal Mohan, VP Display Advertising Google

18. SCREENAGERS
THEY ARE NEVER FAR FROM A SCREEN.
AND A SCREEN IS NEVER FAR FROM THEM
IT SEEMS.

19. YouTube reaches more US adults ages
18 – 34 than any cable network.
SOURCE: NIELSEN
70%
of YouTube traffic comes
from outside the US.
SOURCE: YOUTUBE

20. EVANTUBE HD
ENGAGING THE
BUYERS OF
TOMORROW

21. 85%
of users say social networks help
them decide what to purchase.
SOURCE: IBM
93%
of marketers are using social
media for business.
SOURCE: BUSINESS INSIDER

22. 2 NEW USERS
join Facebook every second.
SOURCE: PEW RESEARCH

23. 62%
of people are more likely to
engage with brands that
integrate social media content
into their owned properties.
SOURCE: MASS RELEVANCE

24. This is the dawn of Generation C.
Where "C" represents a connected
society based on interests and
behavior.
Gen C is not an age group –
ITS A WAY OF LIFE.
- Brian Solis

25. WE LIVE IN A WORLD OF
DIGITAL IMMERSION
Social
Rich Content
Mobility
Apps

26. THIS CHANGES THE RULE FOR MARKETERS.
IN ASIA PACIFIC,
59% OF
CONSUMERS
COMMENT ABOUT
BRANDS ONLINE.

27. COMPANIES ARE
STRUGGLING TO
BREAKTHROUGH
& ENGAGE THEIR
CUSTOMERS.

28. 19TH CENTURY
ENGAGEMENT
Sales & Marketing Funnel
Awareness
Interest
Desire
Action

29. CUSTOMERS REQUIRE A NEW
21ST CENTURY ENGAGEMENT MODEL
DRIVEN BY SOCIAL
SHARE
COMPARE
TRIGGER EVENT
RESEARCH
SHOP
PURCHASE

30. A PARADIGM SHIFT HAS OCCURRED!
CUSTOMERS
ARE NOW
IN CHARGE

31. 57%
of the buying process
is completed before a first
interaction with sales.
SOURCE: CORPORATE EXECUTIVE BOARD

32. 86%
of customers are willing
to pay more
for a better customer
experience.
SOURCE: AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER

33. DIGITAL DARWINISM:
When technology and society evolve
faster than the ability for companies to
adapt.
- Brian Solis

34. ENTERPRISES ARE STRUGGLING WITH
SOCIAL MEDIA CHANNELS
VOLUME
VELOCITY
VARIETY
© 2011 SAP AG. All rights reserved.
Confidential
Page 34

35. THE EVOLUTION OF THE SOCIAL BUSINESS
COMPANIES SOCIAL STRATEGIES ARE MISALIGNED
34%
Only 34% of businesses feel that
their social strategy is connected
to business outcomes.
28%
Just 28% of companies studied feel
that they have a holistic approach to
social media, where lines of business
and business functions work together
under a common vision.
50%
Only half said that top
executives were “informed,
engaged and aligned with their
companies’ social strategy."
SOURCE: ALTIMETER GROUP

36. Traditional marketing talks at
people. Content marketing
talks WITH them.
- Doug Kessler, Velocity Partners

37. CONTENT
MARKETING
CREATING IT IS EASY,
OR IS IT

38. Let’s define what CONTENT is.
Content is the presentation of information
for a purpose to an audience through a
channel in a form
– The Word Factory
The definition has five components:
INFORMATION
What is the idea you are sending out?
PURPOSE
Why are we doing this?
AUDIENCE
Who is our intended consumer for this content?
CHANNEL
How will we get our content to our audience?
FORM
How will our communication be rendered in its final
form?

39. CONTENT MARKETING:
Create SOCIAL OBJECTS.
The Social Object, in a nutshell, is the
reason two people are talking to each other, as
opposed to talking to somebody else.
– Hugh Macleod

40. CONTENT MARKETING:
Create SOCIAL OBJECTS.
Social objects bind us together. The more
important a social object is to us, the stronger
it'll bind us to others who also hold that social
object”…”we change our behavior because of
social objects.
– Kyle Mathews

41. Make the customer the
HERO of your story.
- Ann Handley

42. LISTEN.

43. Amazing things happen
when you LISTEN to the
consumer.
- Jonathan Midenhall

44. DO YOU
REALLY
LIKE ME?

45. LISTEN TO THE MILLIONS OF PUBLIC CONVERSATIONS
UNDERSTAND THE CONTEXT OF THESE CONVERSATIONS
What?
What are people talking about?
When?
When did they talk about it?
Where?
Where do these conversations occur?
Harnessing the Small Data
5Ws of Social Intelligence
Who?
Who is talking?
Why?
Why are they talking about it?
© 2011 SAP AG. All rights reserved.
45

46. WHAT ARE THEY THINKING ABOUT?
MIND OF THE CONSUMER
“I wonder what my friends think of
this product?”
“I wish companies would
care more about…?
“Maybe I should consider
brand x?”
“I really value the opinion of
tastemaker x”
“It would be cool if product x
could do this”
“This is a really cool feature”
“I need something new”
“How do I buy”?
“That’s a interesting new
product”
“Cool commercial”
“Who else makes one of these?”
“I cant get this to work”

47. HOW DO PEOPLE FEEL?
Is overall sentiment positive,
negative, or neutral?
Lack of hot
games…
It hurts
my eyes!
Poor battery
life…
I want one…
What’s the net sentiment?
How passionate are our customers?
What is the share of buzz compared to
our competitors?
© 2011 SAP AG. All rights reserved.
47

48. SMALL DATA
The real issue is making sense of big
data and finding patterns in it that help
organizations make better business
decisions.
SOURCE: GARTNER

49. DERIVING SENTIMENT FROM SOCIAL MEDIA IN REAL-TIME
Natural Language Processing Engine
Lack of hot
games…
It hurts
my eyes!
Poor battery
life…
I want one…
NLP engine filters and determines emotions (like, dislike),
behaviors (want, buy, return), intensity and net sentiment.
© 2011 SAP AG. All rights reserved.
49

50. 68%
of companies do not
have a stated Business
Intelligence/Analytics
strategy.
SOURCE: IDC

51. BUILD A DIGITAL SOCIAL LISTENING POST
CHANNELING SOCIAL MEDIA
CREATE A PLACE FOR DECISION MAKING WITH ALL
PERTINENT DATA AT YOUR FINGERTIPS
•
What crises are emerging?
•
How are my in-flight campaigns?
•
Is my social sentiment tracking w/ sales?
•
Do we need to engage with them?

52. Social is the gasoline that
fuels content.
- Jay Baer, YOUTILITY

53. CUSTOMER
CASE STUDY

54. SOCIAL
CUSTOMER ENGAGEMENT
AT A GLANCE
OBJECTIVE
Take on larger rivals by providing a
delightful social media experience
SOLUTION
SAP Cloud for Social Engagement
BENEFITS
Meet increasing demand for social media
customer service channel without scaling team.
Reduced churn.
“OUR ROI IN DOLLARS IS DEFINITELY IN
THE MILLIONS.
Depending on the scale of your operation and
your programs, the ROI is at least ten million
dollars in opportunity.”
Krissy Espindola
Director, Knowledge Management
& Social Customer Support

55. SINGAPORE GRAND PRIX 2013
Social Media Trends
SHARE OF MENTIONS AROUND THE WORLD
Jun 6 News:
Justin Bieber to
perform at
Singapore F1
Jul 2 News:
BIGBANG to
perform at
Singapore F1
Approaching
the race date
6,323 POSTS
6,979 MENTIONS
11,019,985 VIEWS
91% people think POSITIVELY
10% (USA)
15% (UK)
20% (SG)
12% (IND)
about Singapore F1 this year
JUN
JUL
AUG
SEP
12% (ITA)

56. SINGAPORE GRAND PRIX 2013
WHAT ARE PEOPLE TALKING ABOUT?
Top 100 Topics
Social Media Trends

57. SINGAPORE GRAND PRIX 2013
Social Media Trends
TOP 10 DRIVERS ON SOCIAL MEDIA
814
Sebastian Vettel
688
- Red Bull
808
Fernando Alonso
604
- Ferrari
445
Kimi Raikkonen
- Lotus
338
353
Felipe Massa
298
- Ferrari
144
119
Jenson Button
- McLaren
129
109
Mark Webber
- Red Bull
Lewis Hamilton
101
- Mercedes
70
Nico Rosberg
68
66
- Mercedes
Romain Grosjean
- Lotus
Paul di Resta
- Force India
MENTIONS
56
51
42
41
POSTS
(%)
85
94
67
61
85
56
52
95
67
67

58. SINGAPORE GRAND PRIX 2013
Social Media Trends
WHICH TEAM?
111
97 71
71%
126
SAUBER F1 TEAM
745
173
MENTIONS
349
69%
612
367
372
80%
59%
89%

59. SAP
CASE STUDIES

60. We've made big bet on social at SAP.
We infuse social in everything we do,
from how we decide what solutions to
build, to how we market/sell them
- Jonathan Becker, SAP CMO

61. DIGITAL, SOCIAL
AND COMMUNITIES
@ SAP

62. What’s Important in 2013 AND BEYOND?
Five Pillars of Marketing Transformation
1. SIMPLIFY MARKETING
2. HUMANIZE THE SAP BRAND
3. INVEST IN PEOPLE
4. DEVELOP “PULL” MARKETING
5. TIGHTEN LINKS TO THE BUSINESS

63. Humanizing the Brand

64. SAP has quietly built a
B2B social media juggernaut.
- Drew Neisser, Fast Company

65. 50M+ VISITORS IN 2012
70 COUNTRIES
40 LANGUAGES
590,000 ONLINE LEADS

66. SAP is a community superstar
and one of the HIGHESTSCORING brands.
- Comblu,
State of Online Branded Communities

67. Community
Network
2 million
unique visitors each month
46%
net promoter score (NPS)
750
blogs per month
12 million
SCN newsletters delivered in 2012
155 million
page views in 2012
400+
700+
SCN topic spaces
3,000+
community moderators
Posts a day
230+
countries & territories
30,000
contributors in 2012

68. SOCIAL LISTENING @ SAP
ENGAGING TODAY’S DIGITAL NATIVES
•
COMMUNITIES
•
BLOGS
•
SOCIAL MEDIA CHANNELS
•
MOBILE

69. SOCIAL LISTENING @ SAP
HARNESSING THE COLLECTIVE GENIUS

70. SOCIAL LISTENING @ SAP
HARNESSING THE COLLECTIVE GENIUS

72. LinkedIn is
277%
more effective for lead
generation than Facebook and
Twitter.
SOURCE: TOP DOG SOCIAL MEDIA

73. KEY TAKEAWAYS

74. Social media is about
SOCIOLOGY and PSYCHOLOGY
more than technology.
- Brian Solis

75. Adapt or Die

76. Five pillars for creating great CONTENT
Content is the presentation of information
for a purpose to an audience through a
channel in a form
– The Word Factory
The definition has five components:
INFORMATION
What is the idea you are sending out?
PURPOSE
Why are we doing this?
AUDIENCE
Who is our intended consumer for this content?
CHANNEL
How will we get our content to our audience?
FORM
How will our communication be rendered in its final
form?

77. LISTEN.

78. BUILD A DIGITAL SOCIAL LISTENING POST
CHANNELING SOCIAL MEDIA
CREATE A PLACE FOR DECISION MAKING WITH ALL
PERTINENT DATA AT YOUR FINGERTIPS
•
What crises are emerging?
•
How are my in-flight campaigns?
•
Is my social sentiment tracking w/ sales?
•
Do we need to engage with them?

79. You’ve got to start with the
CUSTOMER EXPERIENCE and
work back toward the technology.
- Steve Jobs

80. about.me/nicholask71

81. THANK YOU!
Feel free to connect with me at :
Nicholas.kontopoulos@sap.com
#nicholask71
http://sg.linkedin.com/in/nicholaskontopoulos
© 2013 SAP AG. All rights reserved.