© 2016 SAP SE or an SAP affiliate company. All rights reserved. 1Public
Content für die CustomerJourney –
Informationsbeda...
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Agenda:
1. Studio SAP: interne Agenturim Überblick...
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Kreativberatung
Content-Erstellung und
-Lokalisier...
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Print-
Broschüren
Poster
Event-Inhalte
Online-
Bro...
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10.000
web page
updates
12.000
slides edited
for s...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 6Public
Unternehmen müssen sich verändern. Marketing auch....
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Customers
Content shapesthe
customerexperience
thr...
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Mandate relevance nounrel·e·vance ˈre-lə-vən(t)s
T...
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… ist die Kunst, RELEVANTE und konsistente
INHALTE...
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Maximale WIRKUNG
(zu geringst-möglichen Aufwänden...
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Identify Needs
Stay Up-to-Date
Identify Business ...
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Zwei Seiten derselben Medaille: Pull vs. Push
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Informationsbedarfe anhand der Customer Journey
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Content-Architektur:Relevante Inhalte je Journey-...
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Content-Architektur:Relevante Inhalte je Journey-...
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STAGE TASK Trends and Best Practices
Solution and...
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Content-Architektur konkret: die neue SAP.com
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Combine audience needs with SAP offering and prio...
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Core Content
• “Always on,” digital,SAP portfolio...
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ZielgruppeKanalInhalt
SAP Nicht-SAP
Nicht-SAP; ge...
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INFLUENCER-
GENERATED CONTENT
PARTNER-GENERATED C...
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Content für die Customer Journey #CMCX

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Content für die Customer Journey #CMCX

  1. 1. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 1Public Content für die CustomerJourney – Informationsbedarfeerkennen und bedienen Christoph Zeidler Leiter Strategie, Prozesse& Technologie, Studio SAP SAP SE 2. März 2016 Statler Stage @1zei3 #CMCX
  2. 2. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 2Public Agenda: 1. Studio SAP: interne Agenturim Überblick 2. Marketingneu denken 3. Von der CustomerJourney zur ContentJourney 4. Gute Experience braucht gute Inhalte 5. Content-Architektur: Relevanz,Konsistenz,Skalierbarkeit 6. Beispiel SAP.com 7. Globale Content-Strategieim Überblick
  3. 3. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 3Public Kreativberatung Content-Erstellung und -Lokalisierung Lieferanten- und Agentur- management Postproduktion, Qualitätskontrolle, Veröffentlichung Content-Strategie und -ArchitekturProzesse, Technologie, Operations Kundenbetreuung und -beratung Modell einer internen Agentur
  4. 4. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 4Public Print- Broschüren Poster Event-Inhalte Online- Broschüren E-Books Webseiten, Blogs Übersetzungen und Lokalisierungen Infografiken Unsere Dienstleistungen und Formate
  5. 5. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 5Public 10.000 web page updates 12.000 slides edited for sapphire now 5.000 services delivered 10.000 Webseiten überarbeitet 5.000 Abgeschlossene Jobs 12.000 PowerPoints redigiert 5.000 Übersetzungen in 24 Sprachen Kreativität, die skaliert. Dank 70 MA an 5 Standorten.
  6. 6. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 6Public Unternehmen müssen sich verändern. Marketing auch. “64% of people think that customer experience is more important than price in their choice of a brand. By 2020, customer experience will overtake price and product as the key brand differentiator.” Gartner's top 10 technology trends for 2015 Marketing Experience Content CustomerJourney Content Journey=
  7. 7. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 7Public Customers Content shapesthe customerexperience throughout the engagementcycle. SAP Employees The abilitytocreate (andfind) qualitycontent makesourprofessionals more successfuland satisfied. Costs Most large corporations waste millionsoncontent that servesnopurpose – and, therefore, offersno value orROI. Strategy SAP requires content that sends the right messageto the marketplace. Warum wir über Inhalte reden: Why Content Matters.
  8. 8. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 8Public Mandate relevance nounrel·e·vance ˈre-lə-vən(t)s The rightthing, in the rightplace, at the righttime, in order to meet audienceinformationneeds and drive revenue Mission We shapea relevant, simple,and engaging SAP Experience, andwe do it digital first. SAP Experience
  9. 9. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 9Public … ist die Kunst, RELEVANTE und konsistente INHALTEzu erstellen und zu verteilen, um eine präzise DEFINIERTE ZIELGRUPPEanzusprechen – mit dem Ziel, eine PROFITABLE KUNDENAKTIONauszulösen. Content Marketing (freinachJoe Pulizzi)
  10. 10. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 10Public Maximale WIRKUNG (zu geringst-möglichen Aufwänden) benötigt eine Struktur, die sicherstellt, dass die richtige ZIELGRUPPE über die richtigen KANÄLE den richtigen INHALT (zur richtigen Zeit) erhält. Die Rolle von Content (im) Marketing
  11. 11. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 11Public Identify Needs Stay Up-to-Date Identify Business Needs Optimize Processes and Software Stay Compliant Decision to Act (Re-) Consider Research Software Options Create Business Case Set up Initiative Translate Business Needs into Requirements Create Project Road Map 1 2 (Re-) Select Evaluate Software Capabilities and Services Evaluate System Requirements Scope Software and Services Buy and Renew Purchase Software and Services Measure Measure Software Performance Collect User Feedback Measure Business Impact Operate Provide User Support Get Software Support Update and Maintain Software 6 5 Implement Go Live Roll Out Conduct Training Conduct Testing Migrate Data 4 Implement Software Finalize Requirements Companies continuously identify business needs and opportunities. These accumulate until a decision to act is made. Once a decision to act is made, companies nominate one or more people to investigate options to solve a business problem or realize an opportunity. Technology oftentimes may only be one part of the solution. Customers create a “long list" of possible software and vendors. Companies create a “short list" of possible software solutions and vendors. They create a more precise definition of business and technical requirements to enable scoping of software and service offerings. Software and services are purchased. Companies continuously measure the business impact of the new solution. This does not only include the technology and software part, but also new business processes and so on. IT maintains the software, keeps it up-to-date, and provides end-user support. To do this, an IT person regularly visits the vendor's support platform to identify patches, updates, and current issues and to investigate bugs and incidents. Business and technical requirements are finalized for implementation. The project team or a service provider implements, configures, and customizes the software as needed. They conduct quality assurance, testing, and end-user training and roll out the new software and business processes. 3 Vendor: SAP and SAP partners Non-Vendor: Colleagues, analysts, consultants, user-group peers, friends, media, social media Preferred Source of Information Least preferred Most preferred Informationsbedarfe anhand der Customer Journey
  12. 12. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 12Public Zwei Seiten derselben Medaille: Pull vs. Push
  13. 13. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 13Public Informationsbedarfe anhand der Customer Journey
  14. 14. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 14Public Content-Architektur:Relevante Inhalte je Journey-Phase (1)
  15. 15. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 15Public Content-Architektur:Relevante Inhalte je Journey-Phase (2)
  16. 16. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 16Public STAGE TASK Trends and Best Practices Solution and Product Information (incl. Demos, Trials) Analytical and Business Value Information Content Systems per Content Cluster * (see links at the bottom of the spreadsheet) FAST, LASER, MAC DAM FAST, MAC DAM, VLM, PositioningCentral FAST, MAC DAM, LASER, VLM Content Channels per Content Cluster (see links at the bottom of the spreadsheet) Digitalist Magazine SAP Solution Explorer Business InnovationBlog 1. Identify Needs 1.1 Stay Up to Date Business / technology / product / service trends for my company, in my specific industry or overall (no SAP software trends!) Asset Types: Blogs (Industry / LOB / Influencer / Analyst / Thought-Leadership / Innovation), Whitepapers, Infographics, Whiteboard Video, Innovation Video, Ebook, Business Trends Newsletter What is the capability of the specific business / technology / product / service trend on a long-term for me as company? Asset Types: Blogs (Industry / LOB / Influencer / Analyst / Thought-Leadership / Innovation), Whitepapers, Infographics, Whiteboard Video, Innovation Video, Ebook, Business Trends Newsletter Content-Architektur:Relevante Inhalte je Journey-Phase (3)
  17. 17. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 17Public Content-Architektur konkret: die neue SAP.com
  18. 18. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 18Public Combine audience needs with SAP offering and priorities Understand information needs,personas, and format in context of channel. Eliminate content waste. Always-on core content based on SAP portfolio. Standards & Guidelines Define end-to-end content quality criteria Measurement & KPIs Enable fact-based content decisions Localization Integrate localization in allcontent process Planning & Scheduling Align on content production and publication Processes & Tools Improve landscape based on end-to-end processes External Production Evolve agency networkfor scale and efficiency Create content based on common elements Agree on governance model forcontent lifecycle across allteams. Follow best practices forefficient high-quality content production. Content Strategy and Architecture One customer-centric SAP content strategy. One framework to meet allinformation needs. (SAP Portfolio Foundations) One version of the SAPportfolio forall SAPgo-to-market activities and content. Audience Foundations One consistent definition of target audiencesand their information needsto createa relevant experience. Reach the audiences Consistent and relevant content across allchannels, internally available forreuse. Customer Experience Content-Strategie: Relevanz, Konsistenz, Skalierbarkeit
  19. 19. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 19Public Core Content • “Always on,” digital,SAP portfolio-based • Permanentcoverage of“all” information needs to a certain level • Stable.Updated/enhanced only as required • Foundation for re-use for promotional content • Close to SAP’s offerings,well-structured, • Needs to be locally relevant • Has a directly external-facing as well as internal- facing dimension (enablement) • Foundation for “Pull” Examples: Solution overviews, industry, LoB, or tech/product/solution information (digital or else), HR information for employees, Field enablement, references, thought leadership content, etc. Promotional & News Content • “On demand,” business goal-driven • Targeted focus on select topics • Agile stakeholder support • Dynamic change ofmessages,format,and channels • Should re-use core contentfor efficiency • Close to geos and audiences • Business-planning driven • “Push” content,can trigger pull Examples: Campaigns, advertising, event content, press releases or SAP News articles, blogs etc. CORE PROMOTIONAL Core vs. Promotional, Pull vs. Push
  20. 20. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 20Public ZielgruppeKanalInhalt SAP Nicht-SAP Nicht-SAP; gesteuert Core Kunden und Interessenten Partner Presse/Medien Influencer (Analysten, Blogger) Allgemeine Öffentlichkeit Mitarbeiter (auch zukünftige) Nicht-SAP; Social SAP-eigeneKanäle(owned) Nicht-SAP-Kanäle(paid,earned) Internes Enablement Ecosystem Feldorganisation Promotional Social/DigitalEnablement Verhältnis von eigenen zu fremden Inhalten
  21. 21. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 21Public INFLUENCER- GENERATED CONTENT PARTNER-GENERATED CONTENT CUSTOMER- GENERATED CONTENT PROMOTIONAL CONTENT EMPLOYEE- GENERATED CONTENT CORE CONTENT Die ideale Content-Welt
  22. 22. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 22Public Danke fürs Zuhören – Jetzt sind Sie dran! Christoph Zeidler Leiter Strategie, Prozesse & Technologie, Studio SAP SAP SE +49 6227 7-4 10 24 +49 151 16 81 07 38 christoph.zeidler@sap.com Twitter: @1zei3 Xing: https://www.xing.com/profile/Christoph_Zeidler LinkedIn: https://www.linkedin.com/in/christophzeidler @1zei3 #CMCX

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