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Success in Social Marketing: A view from the trenches
- 1. Success in Social Marketing
A view from the trenches
Ted Sapountzis, Vice President Social Media Audience Marketing | May 8, 2012
@sapountzis
- 4. Who Is SAP?
>190K customers across 25 industries and 120 countries
2.8M members in the SAP Community Network
© 2011 SAP AG. All rights reserved. 4
- 5. 1,200,000 30,000
new members per month
unique individual visitors each month
230+
3,000+ Countries & territories
9,200
discussion posts per day
active bloggers
375+
discussion topics
272,000
total contributors
9,300,000
total messages
450
blogs per month
© 2011 SAP AG. All rights reserved. 5
- 6. SAP’s Social Journey
What have we learned?
Business first, then social
1
Measure, but wisely
2
Top down and bottom-up
3
Carrots, not sticks
4
The ‘F’ word(s)
5
© 2011 SAP AG. All rights reserved. 6
- 7. Think Business First
1 Understand your audience
Know My Needs
Let Me Find My Own Way
Earn My Trust
Keep Me Informed
Delight Me
© 2011 SAP AG. All rights reserved. 7
- 8. Focus On Their Needs
1 Embed into your business
Discover
Analytics
Employee competency
Communities
Risk Management
s
s
Listening
Evaluate Content
Explore
fit
Influencers
Governance
Enable the social experience
© 2011 SAP AG. All rights reserved. 8
- 9. Measure, But Wisely
2 Differentiate consistently
Click-
Comments throughs
Reach Repeat
visitors
Engage
Category
Take Action
Advocate & Share Channel
Audience journey use case
© 2011 SAP AG. All rights reserved. 9
- 10. Less Is More
2 Resist analysis-paralysis
© 2011 SAP AG. All rights reserved. 10
- 11. 3 Drive Top-Down And Bottom-Up
+
>70% of companies cannot rely on formal org1
1Source: The Career Path Of The Corporate Social Strategist, Altimeter Group, 2010
© 2011 SAP AG. All rights reserved. 11
- 12. 4 Think Carrots, Not Sticks
Or?
© 2011 SAP AG. All rights reserved. 12
- 13. Think Big, Start Small
5 Fail fast and forward
Line-of-
Business
Existing vs.
?
Focus
new
geographies
customer
Customer
Focus segment
industries (Large vs.
SMB)
© 2011 SAP AG. All rights reserved. 13
- 14. Case Study: SAP CRM Awareness Campaign
Connect with an audience on their terms
Objective Help me get better educated to solve my pain points
(Increase SAP CRM’s market awareness)
Audience
Sales and Marketing executives (net new)
Tactics Events
Blogging Groups
Influencers
© 2011 SAP AG. All rights reserved. 14
- 15. Case Study: SAP CRM Awareness Campaign
Going beyond the hard numbers
>25 senior product
>70% increase management and
in share-of-voice marketing colleagues
contributing
Significant internal pull, additional teams adopting approach
© 2011 SAP AG. All rights reserved. 15
- 16. Thank You!
1 Business first, then social
Ted Sapountzis
Vice President
2 Measure, but wisely
Social Media Audience Marketing
@sapountzis
3 Top down and bottom-up
4 Carrots, not sticks
5 The ‘F’ word(s)
© 2011 SAP AG. All rights reserved. 16