What Is A Social Business?
Michael Brenner
Sr. Director, Integrated Marketing
November 2011

About SAP
We Help Organizations Do What They Do...Better
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SAP Mission
Make every customer a Best Run Business
109,000
customers
120
countries
55,000
employees
$17 Billion
revenue
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Marketing is Hard!
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Age 3
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Age 21
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Everything is Online
Business is Personal
“Buyers don’t want to be an object of a sale . . .
. . . but rather the subject of an experience. “
~Paul Greenberg
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YOU Are the Future of Marketing
Forrester CMO Mandate: Adapt or Perish:
“Three out of four CMOs plan to revamp their organizations for the digital age by the end of
2011. The reason? Their initial efforts to create digital departments and outsource digital
capabilities have left their organization in a state of disarray. . .
To truly transform the marketing department into a more agile and innovative
organization, CMOs must adopt these habits:
1) Accept change
2) Dare the status quo
3) Act continuously
4) Participate personally
5) Tear down boundaries
Leaders of Adaptive Marketing organizations will grow their business faster, build stronger
brands, and create a competitive advantage in both the short term and the long term.”
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Business Has Become More Personal
Or Maybe Not So Socially Savvy?
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”
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“Social Networks have existed for as long as we have.”
~ Paul Adams, Google: The Real Life Social Network

The Scream explained by Paul Wineguy

~ Paul Adams, Google: The Real Life Social Network

“Social networking is a means to an end. You need to
understand what the end is.”
~ Paul Adams, Google: The Real Life Social Network

Technology Adoption
Mobile is HOT!
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The Power of Social Media:
They Find You
 2/3 of the country is on “Do NOT Call” list
 57% of businesses have acquired a
customer through their blog
 41% of B2B companies have acquired a
customer through Facebook
 Company websites with a blog get 55%
more visitors
 Inbound marketing leads cost 62% less
than outbound
Center for Marketing Research at the University of Massachusetts
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Most Marketers Are (Still) Behind
“A powerful global conversation has begun. Through the
Internet, people are discovering and inventing new ways to share relevant
knowledge with blinding speed. As a direct result, markets are getting
smarter—and getting smarter faster than most companies.”
~ Levine, Locke, Searls and Weinberger in The Cluetrain Manifesto
Center for Marketing Research at the University of Massachusetts
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The Goal: (Define Your Goal) Revenue!
“Web visitors from social sites convert at 59% higher
rates to sales”
~ MarketingSherpa Search Marketing Benchmark Survey
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Social Media As A Platform For Change
“Conventional marketing wisdom long held that a dissatisfied
customer tells ten people. But…in the new age of social
media, he or she has the tools to tell ten million.”
~ Paul Gillin, author of The New Influencers
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Social Media Marketing
What It Isn’t & What It Is
Think more Social…
… less Media …or Marketing
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8 Steps To Play The Social Game
1. Define Goals / Metrics
2. Find Your Buyers
3. Define Influences (-ers)
4. Map The Org. Model
5. Set up Your Channels
6. Content / Context Strategy
7. Engagement Model
8. Enablement Plan
“Throw Away The Rulebook”
~ Dana Anderson, SVP Marcom Kraft
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Chart used with permission. For a copy, go to:
http://socialbmr11.marketingsherpa.com/
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Social Networking
Changing The Dynamics Of 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
Doing Business
BUYING
Social Social
Ecosystem Procurement
It’s a new way of
MKTG
COO
Social
Working
Social
Customer
Marketing
Service
Social media is not an interruption but a distraction
medium!
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8 (Random) Closing Thoughts
We live in a mobile-enabled, socially connected, real-time world. Where we all
have entrusted our friends, photos, music and resumes to the cloud.
Businesses cannot respond fast enough. The goal of the digital marketer is to
drive employee-enabled real-time social business.
Audience-first in everything!
Provide policy but not too much governance
Disclosure and crisis response is important
Reward positive behavior publicly
Promote the expression of your diversity
Be Human and encourage real story telling
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Thank You!
More charts in the appendix…
Email:
michael.brenner@sap.com
Marketing Blog:
B2BMarketingInsider.com
Social News Site:
Business2Community.com
Twitter:
@brennermichael
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It‟s not about the technologies…
It‟s about the relationships
It’s Not About The Technology…It’s About the Relationships
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5 Steps to Executive Buy-in
1. Show Them The World Has
Changed
2. Show Them The Money
3. Answer The Hard Questions
4. Present a Strategy
5. Get Them Involved
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SAP Social Media Guidelines for Employees
Identify yourself
Be Honest
Be Respectful
Separate Opinions from Facts
Add Value
Be Engaged and Be Informed
Aim for Quality, not Quantity
Don't Pick Fights
Protect Your Privacy
How to Handle Media Inquiries
Legal Considerations
Social Computing and Your Primary Role
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The Goal: Sales. Experience. Equity.
“ What are the
best CRM
products for a
law firm?”
“ My suggestion is
OnDemand
solutions:”
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Social Disasters
Sept „04: June „05: Aug „05: Apr 06: Feb „07: Apr „08: Apr „09: July „09: June ‟10:
Kryptonite L‟Oreal Dell Chevy Taco Bell Dove Domino‟s United BP
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Social Media Triage
Take reasonable
action to fix issue
and let customer
know action taken
Positive Negative
Yes Yes
No Assess the
Does customer
Do you want Evaluate the
need/deserve more
to respond? message purpose
info?
No Yes Unhappy Yes Are the facts No Gently correct the
Response Customer? correct? facts
No
Yes Can you add No Dedicated Yes Are the facts No
value? Complainer? correct?
No Yes
Is the Explain what is being
Respond in Thank the Comedian Yes
problem done to correct the
kind & share person Want-to-Be?
being fixed? issue.
No
Yes
This framework was built using the USAF Blog Triage. Let post stand and
monitor.
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Everybody‟s on Facebook!
And Google … and YouTube …
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Email Isn‟t Dead!
Tied with Search for most popular online activity
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Email Isn‟t Dead!
#1 Method for sharing online content
While many have hailed the death of email marketing, email remains one of
the most effective marketing techniques primarily because it is still the
primary way people share information.
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YouTube:
The 2nd Largest Search Engine
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