Marketing, Social Media and Your Personal Brand
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In this presentation, given to marketing students at West Chester University, we talk about battle for customer attention that has emerged from the growth of the web, mobile and social innovations. Marketing has evolved from primarily promotion to a focus on meeting customer needs. Social media has evolved from a marketing discipline to a social business imperative that affects the entire business landscape. And personal brands will continue to become more important to satisfied and engaged employees who will deliver loyal customers for our organizations.
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Marketing, Social Media and Your Personal Brand
- 1. Marketing, Social Media and Your Personal Brand Michael Brenner and Lindsey LaManna Marketing, SAP February, 2013
- 2. About SAP The world’s leading provider of enterprise application software 232,000 Customers | 65,667 Employees | $12 Billion Revenue Our Mission: Help Organizations Do What They Do...Better © 2011 SAP AG. All rights reserved. Confidential 2
- 3. Meet Connor Riley ”Cisco just offered me a job. Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work” © 2011 SAP AG. All rights reserved. Confidential 3
- 4. © 2011 SAP AG. All rights reserved. Confidential 4
- 5. © 2011 SAP AG. All rights reserved. Confidential 5
- 6. Me, 20 pounds years ago © 2011 SAP AG. All rights reserved. Confidential 6
- 7. Today we are all connected © 2011 SAP AG. All rights reserved. Confidential 7
- 8. © 2011 SAP AG. All rights reserved. Confidential 8
- 9. The Scream explained by Paul Wineguy
- 10. What is Marketing? “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… ~Milan Kundera … The aim of marketing is to make selling superfluous.” ~ Peter F. Drucker “Marketing is too important to be left to the marketing department.” ~ David Packard © 2011 SAP AG. All rights reserved. Confidential 10
- 11. Marketing is Hard! Your Marketing Sucks • Consumers are bombarded with 2,000 – 5,000 marketing messages per day • Two-thirds of Americans have joined the U.S. “Do Not Call” list • 86% of people skip television ads • 44% of direct mail is never opened • 99.9% of banner ads do not receive clicks • 90% of emails are never opened and 99.5% don’t produce even a single click © 2011 SAP AG. All rights reserved. @BrennerMichael Confidential 11
- 12. © 2011 SAP AG. All rights reserved. Confidential 12
- 13. Less like this… © 2011 SAP AG. All rights reserved. Confidential 13
- 14. More like this… © 2011 SAP AG. All rights reserved. Confidential 14
- 15. © 2011 SAP AG. All rights reserved. Confidential 15
- 16. © 2011 SAP AG. All rights reserved. Confidential 16
- 17. Social Media Social Business SALES Social isn’t just a new way of Social COMMS Social Selling HR Marketing… Social Public Recruiting Relations It’s a new way of CHANNEL BUYING Doing Business Social Social Ecosystem Procurement It’s a new way of MKTG Social COO Social Customer Working Marketing Service Social Business: Where Customers and Employees Are Equally Important To The Business as Profits © 2011 SAP AG. All rights reserved. Confidential 17
- 18. YOU are the Future of Marketing Skills Needed Today: • Digital Native • Analytics and Data • Content Creation Mindset • Social Engagement • Strong Personal Brand © 2011 SAP AG. All rights reserved. Confidential 18
- 19. What’s Your Klout Score? Online influence: the ability of an individual or brand to move content through a network. Klout is one tool designed to measure online influence. (Others are Kred, PeerIndex). © 2011 SAP AG. All rights reserved. Confidential 19
- 20. Edelman Trust Barometer – Time for Brand You! © 2011 SAP AG. All rights reserved. Confidential 20
- 21. Content used to be easy . . . Today, YOU are the news! 50 years ago, Gallup released research that said delivering news is the most effective way to attract people to your business… © 2011 SAP AG. All rights reserved. Confidential 21
- 22. Why am I active in social? 1. Google = Your Brand 2. Therapy 3. The Journey What is personal branding?” Those characteristics that make you unique and how you communicate that to the world. The objective of personal branding is professional success and is directly linked to the success of the company we serve. ~ Dan Schawbel © 2011 SAP AG. All rights reserved. Confidential 22
- 23. Tips for personal branding success • Define audience and set objectives • Why are you talking? • Who are you talking to? • What’s in it for them / you? • Build it in to every day • Scan, filter, read, connect, write, respond • Social media success = minutes per day • Have a goal: 2 blogs per week Tues / Thursday • Build relationships of mutual benefit • Social “gifts:” Retweet me, I might ReTweet you! • The new content rules • If it isn’t a keyword, no one cares • Titles matter • Bullets help • Tell stories: Hero, a quest, a journey, an obstacle and a resolution © 2011 SAP AG. All rights reserved. Confidential 23
- 24. Thank You! Email: michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.com Social News Site: Business2Community.com Business Innovation from SAP: http://blogs.sap.com/innovation/ Twitter: @brennermichael © 2011 SAP AG. All rights reserved. Confidential 24
Hinweis der Redaktion
- These are my kids (aren’t the cute?) They will grow up in a hyper-connected world with every memory documented in the cloud. Like us, they will look back at the immature devices of their youth and laugh. Reaching them will be an epic battle.
- It didn’t used to be so difficult. When I was a kid brands had simple choices. TV, radio, newspaper, magazine. With the right agency and a big enough budget ANY brand could get their message to their audience.
- When I graduated from university in 1993, a technology called Mosaic changed their name to Netscape and opened the world to the internet. Within a few years, thousands of connected computers became millions and now billions.
- Our job is to translate content and create conversations that connect with people…
- What are we doing? Peter Drucker defined the aim of marketing as “knowing the customer so well that your product or service sells itself.” Here, the product and the content is the marketing! And it’s amazing.
- In fact, one US website declared earlier this year, you are more likely to win the lottery, produce twins or die in a plane crash than to have someone respond to your banner ad.