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What is social
1.
What Is A
Social Business? Michael Brenner Sr. Director, Integrated Marketing November 2011
2.
About SAP We Help
Organizations Do What They Do...Better © 2011 SAP AG. All rights reserved. Confidential 2
3.
SAP Mission Make every
customer a Best Run Business 109,000 customers 120 countries 55,000 employees $17 Billion revenue © 2011 SAP AG. All rights reserved. Confidential 3
4.
Marketing is Hard! ©
2011 SAP AG. All rights reserved. Confidential 4
5.
Age 3 © 2011
SAP AG. All rights reserved. Confidential 5
6.
Age 21 © 2011
SAP AG. All rights reserved. Confidential 6
7.
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 © 2011 SAP AG. All rights reserved. Confidential 7
8.
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.” © 2011 SAP AG. All rights reserved. Confidential 8
9.
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” © 2011 SAP AG. All rights reserved. Confidential 9
10.
“Social Networks have
existed for as long as we have.” ~ Paul Adams, Google: The Real Life Social Network
11.
The Scream explained
by Paul Wineguy
12.
~ Paul Adams,
Google: The Real Life Social Network
13.
“Social networking is
a means to an end. You need to understand what the end is.” ~ Paul Adams, Google: The Real Life Social Network
14.
Technology Adoption Mobile is
HOT! © 2011 SAP AG. All rights reserved. Confidential 14
15.
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 © 2011 SAP AG. All rights reserved. Confidential 15
16.
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 © 2011 SAP AG. All rights reserved. Confidential 16
17.
The Goal: (Define
Your Goal) Revenue! “Web visitors from social sites convert at 59% higher rates to sales” ~ MarketingSherpa Search Marketing Benchmark Survey © 2011 SAP AG. All rights reserved. Confidential 17
18.
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 © 2011 SAP AG. All rights reserved. Confidential 18
19.
Social Media Marketing
What It Isn’t & What It Is Think more Social… … less Media …or Marketing © 2011 SAP AG. All rights reserved. Confidential 19
20.
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 © 2011 SAP AG. All rights reserved. Confidential 20
21.
Chart used with
permission. For a copy, go to: http://socialbmr11.marketingsherpa.com/ © 2011 SAP AG. All rights reserved. Confidential 21
22.
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! © 2011 SAP AG. All rights reserved. Confidential 22
23.
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 © 2011 SAP AG. All rights reserved. Confidential 23
24.
Thank You! More charts
in the appendix… Email: michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.com Social News Site: Business2Community.com Twitter: @brennermichael © 2011 SAP AG. All rights reserved. Confidential 24
25.
It‟s not about
the technologies… It‟s about the relationships It’s Not About The Technology…It’s About the Relationships © 2011 SAP AG. All rights reserved. Confidential 25
26.
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 © 2011 SAP AG. All rights reserved. Confidential 26
27.
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 © 2011 SAP AG. All rights reserved. Confidential 27
28.
The Goal: Sales.
Experience. Equity. “ What are the best CRM products for a law firm?” “ My suggestion is OnDemand solutions:” © 2011 SAP AG. All rights reserved. Confidential 28
29.
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 © 2011 SAP AG. All rights reserved. Confidential 29
30.
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. © 2011 SAP AG. All rights reserved. Confidential 30
31.
Everybody‟s on Facebook! And
Google … and YouTube … © 2011 SAP AG. All rights reserved. Confidential 31
32.
Email Isn‟t Dead! Tied
with Search for most popular online activity © 2011 SAP AG. All rights reserved. Confidential 32
33.
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. © 2011 SAP AG. All rights reserved. Confidential 33
34.
YouTube: The 2nd Largest
Search Engine © 2011 SAP AG. All rights reserved. Confidential 34
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