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Integrate Social Media Into Your Marketing

This presentation covers how marketing today has changed. Marketers are no longer in control. Focusing on social media is a mistake too many businesses are making. I challenge marketers to first ask "Why?" To determine what metrics you will use to determine success and to have a content strategy to support the content needs of your audience in all the channels where they consume content.

michaelbrenner
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Integrate Social Media Into Your Marketing

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  1. Integrating Social Media Into The B2B Marketing Mix Michael Brenner Sr. Director, Integrated Marketing, SAP Co-Founder, Business2Community.com @BrennerMichael

  2. I’m Not the Social Guy! Customer Evangelist: passionate about my role in marketing to bring companies and customers closer together Email: michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.com Social News Site: Business2Community.com Twitter: @brennermichael Confidential © 2011 SAP AG. All rights reserved. 2

  3. Me, age 3 Confidential © 2011 SAP AG. All rights reserved. 3

  4. Me, 20 pounds years ago Confidential © 2011 SAP AG. All rights reserved. 4

  5. Today we are all connected Confidential © 2011 SAP AG. All rights reserved. 5

  6. 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… … 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 Confidential © 2011 SAP AG. All rights reserved. 6

  7. Marketing is Hard!  Consumers are bombarded with over 2,000 marketing messages per day  More than 200 Million Americans have joined the U.S. “Do Not Call” list  86% of people skip television ads  44% of direct mail is never opened  99.9X% of banner ads do not receive clicks  Less than 1% of B2B emails don’t produce a single click.  Buyers wait until they have completed 60% to 80% of their research before reaching out to vendors. © 2011 SAP AG. All rights reserved. Confidential 7

  8. Less like this… Confidential © 2011 SAP AG. All rights reserved. 8

  9. More like this… Confidential © 2011 SAP AG. All rights reserved. 9

  10. Or This… (“The Future of Media”) "We're seeing platform, technology, and content all converging, and it's happening quickly,“ It's exciting to me. There's an appetite for more original content than ever, and I have a company that creates content, whether it's distributed in short form, reality form, live form, or game form.“ ~CNN / Fortune 1/3/12 Confidential © 2011 SAP AG. All rights reserved. 10

  11. AMEX Open Forum •“Help Small Businesses Do More Business” • All original content • articles, blogs, research, surveys, contests • Community / connections • Find an expert • White labeled services • SEO, Creative, (new) BusinessApps •Heavily branded / CTA “Apply For A Card” • Personalization • 1M visitors per months •“Largest source of new card members” Confidential © 2011 SAP AG. All rights reserved. 11

  12. Publishers Challenge: Monetizing Content 728x90 Logo plus sponsored text 300x250 Confidential © 2011 SAP AG. All rights reserved. 12

  13. “Social Networks have existed for as long as we have.” ~ Paul Adams, Google: The Real Life Social Network

  14. The Power of Social Media: They Find You  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 Confidential © 2011 SAP AG. All rights reserved. 14

  15. Email Isn’t Dead! Tied with Search for most popular online activity Confidential © 2011 SAP AG. All rights reserved. 15

  16. Proof of a Social Business? Source: Sirius Decisions Trend: Inbound Marketing Comes of Age SiriusPerspective: The reality is that prospects find you when they’re ready; effective digital and inbound marketing makes you easier to find. Primary Lead Source Analysis 100% 90% 80% 55% 58% 70% 71% 60% Web 50% Direct Mail 40% Email 19% Events 21% 30% 14% 11% 20% 9% 6% 10% 15% 12% 9% 0% 2009 2010 2015 Confidential © 2011 SAP AG. All rights reserved. 16 © Copyright SiriusDecisions. All Rights Protected and Reserved. 10

  17. 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 Confidential © 2011 SAP AG. All rights reserved. 17

  18. If “Markets are Conversations”… then “Content is King!” Chart used with permission. For a copy, go to: http://socialbmr11.marketingsherpa.com/ Confidential © 2011 SAP AG. All rights reserved. 18

  19. Roles of Brand Social Media Channels Engagement (Loyalty & Advocacy) Brand Awareness Product Consideration Demand Generation Secondary Primary Confidential © 2011 SAP AG. All rights reserved. 19

  20. We made a sale! Our ROI is 150,000% “ “ My suggestion is OnDemand solutions:” What are the best CRM products for a law firm?” Confidential © 2011 SAP AG. All rights reserved. 20

  21. Social Media Marketing Use Cases And Tactics Where and how do we start? High Marketing- wide priorities1 Medium Low Social Media Marketing Plays DISCOVER SAP EXPLORE SOLUTIONS EVALUATE FIT  Investigate how SAP’s to my questions in a timely fashion  Find and/or familiarize with SAP brand  Understand and respond new offering better solves my problems Audience use- cases (not exhaustive)  Find and/or familiarize with SAP solutions  Connect at/in personal/virtual events and beyond  Gain continuous insight about SAP’s solutions  Address my concern(s)  Educate me to make a better/more informed decision  Showcase and share my success with peers ENABLE & ORCHESTRATE Build community presence (on domain, if relevant and SM) Develop audience engagement plan Curate and deliver content Build Listening Capabilities Measure performance Implement risk management Social Media capabilities (shared building blocks) Accelerate employee participation Deliver social media aware programs and campaigns Nurture, listen & engage Integrate with other routes-to-market Leverage influencers Drive Governance 1 Does not imply existing activities will be stopped Confidential © 2011 SAP AG. All rights reserved. 21

  22. KPI Framework What do we measure? Social Media Marketing Plays DISCOVER SAP EXPLORE SOLUTIONS EVALUATE FIT Measurement Categories (as applicable by use case) How satisfied are prospects/customers with the engagement and how likely are they to share it with others? EXTEND & SHARE Who and how large is the audience or reach of a message? REACH How likely are prospects/customers to take action as a result of the engagement? TAKE ACTION ENGAGE What is the quality of the interaction and experience? Confidential © 2011 SAP AG. All rights reserved. 22

  23. KPI Framework by Social Media Play Metrics examples in each measurement category, narrowed by play Social Media Plays REACH ENGAGE (engagement focus & quality) TAKE ACTION (response to call to action) EXTEND & SHARE (satisfaction and loyalty) (audience - who & how many?) Typical measure: Volume • # of fans, followers • # of brand mentions (listening) • Social footprint Typical measure: Interaction • # of retweets or shares • # of DMs • Sentiment & topic of brand mentions (listening) • Time spent on site • Answer/reply % Typical measure: Click-Thru • click-thru on bit.ly links • referral traffic from social networks & communities Typical measure: Share • # of repeat visits • # of shares • change over time in volume/reach measures • brand-level message resonance (listening) DISCOVER SAP (Become familiar with SAP and its capabilities) Typical measure: Volume • # of visits to solution blog • Traffic to solution sections of on-domain communities • # of solution-level mentions (listening) • solution-level mentions relative to competitors (L) Typical measure: Interaction • # of comments • # of poll/survey responses • # of review rating scores entered for solution • Sentiment & topic for solution mentions (L) • Answer/reply % for solution forums Typical measure: Conversion • # of downloads of solution whitepaper • # of webinar registrations Typical measure: Repeat • # of repeat visits • # of referrals to friends • change over time in volume/reach measures • solution-level message resonance EXPLORE SOLUTIONS (collaborate to learn and exchange ideas) Typical measure: Profile • Audience demographics and fit to customer profile • Audience size relative to potential market oppty • Influencer profile (listening) Typical measure: Depth • Time spent on virtual platforms, tools or collateral on SAP sites • Bounce/exit rates • Click-thru on 2nd level links • # of “helpful” answers on community • # of highly active community members • Change over time in solution-level mentions (L) Typical Measure: Conversion • # of participants in virtual events • # of leads • # Marketing Generated Opportunities (MGOs) • Share of total inquiries / total leads / total MGO Typical measure: Retention • # of repeat registrations to virtual event • # of inquiries / leads from install base • Change over time in solution-level sentiment, absolute & relative to competitors(L) • Change over time in # of brand defenders and advocates EVALUATE FIT (Continue dialog to advance interest) Confidential © 2011 SAP AG. All rights reserved. 23

  24. Social Media Dashboards 24 Confidential © 2011 SAP AG. All rights reserved. 24

  25. SAP Brand Channels Launched April 2010 August 2010 Dec 2010 May 2011 Nov 2011 Followers 96,000 16,000 95K (views) 92,000 1,000 Interaction Rate 6% 145% n/a 1% ? thousands Tens of 000’s n/a hundreds ? Clicks / Month •Humanize brand •Light interaction •Driving clicks •#SAPChat •Polished storytelling •Target audience •Business context TBD Strengths Confidential © 2011 SAP AG. All rights reserved. 25

  26. Beyond the Brand Channels Confidential © 2011 SAP AG. All rights reserved. 26

  27. Climb the Social Business Hierarchy of Needs Holistic, Real-time Predictive Enlightenment Empowerment, Cross-Learning, Measurement Enablement Asset Inventory, Best Practice Sharing, Center of Excellence Formation Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, (August 31, 2011) Available at for download at: http://www.altimetergroup.com/research/reports Confidential © 2011 SAP AG. All rights reserved. 27

  28. 5 Steps to Executive Buy-in Show Them The World Has Changed Show Them The Money Answer The Hard Questions Present a Strategy Get Them Involved 1. 2. 3. 4. 5. Confidential © 2011 SAP AG. All rights reserved. 28

  29. 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 Confidential © 2011 SAP AG. All rights reserved. 29

  30. Social Organizational Models •Centralized •De-centralized •Hub and Spoke •Multiple Hub and Spoke •Honeycomb On average, 1 out of 330 employees publishes on social media for business. Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) Confidential © 2011 SAP AG. All rights reserved. 30

  31. Social Media Response Management Triage Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Does customer need/deserve more info? Assess the message Do you want to respond? Evaluate the purpose Yes Yes No No Unhappy Customer? Are the facts correct? Gently correct the facts Response No No Yes Yes No Can you add value? Are the facts correct? Dedicated Complainer? No Yes Is the problem being fixed? Explain what is being done to correct the issue. Yes Respond in kind & share Thank the person Comedian Want-to-Be? No Yes This framework was built using the USAF Blog Triage. Let post stand and monitor. Confidential © 2011 SAP AG. All rights reserved. 31

  32. SAP: Striving For Enlightenment Confidential © 2011 SAP AG. All rights reserved. 32

  33. SAP Community Network > 2.4 million members strong > 200 countries and territories ~ 20,000 new members / month Members ~ 1.5 million unique visitors / month > 4 million visits @ 20 million pages / month Traffic > 200,000 have contributed (ever) > 115,000 last year w/ 2,500 top contributors ~ 8,000 bloggers … 100+ SAP Mentors … Contributors ~ 4,000 posts / day in 350+ forums ~ 2 million topic threads @ 7M messages ~ 2 million monthly newsletter impressions “SAP Community Network may be the most extensive use to date of social media by a corporation.” Momentum ~ 750+ SAP ecosystem solutions Thousands of demos and trials delivered Serving >200 countries @ all industries Leveraging the Talent-Driven Organization The Aspen Institute - 2010 Impact Confidential © 2011 SAP AG. All rights reserved. 33

  34. What’s Next: Social Paid Audience Acquisition Goal: Grow membership of existing online communities Creative: Target: Employee Size: 50-200 employees Geography: Global (Primary English-speaking markets priority) Title Level: Manager + KPI's: Facebook: Increase number of “likes” LinkedIn: Increase number of members Confidential © 2011 SAP AG. All rights reserved. 34

  35. What’s Next: Content Off site and Onsite Content goes to places advertising can not! Confidential © 2011 SAP AG. All rights reserved. 35

  36. Deliver The Content Audiences Want Confidential © 2011 SAP AG. All rights reserved. 36

  37. What’s Next? Social Business •Social Selling •Rapid Customer Response •Integrated Product Co-Development •Full Employee Engagement (Employees as Brand) • Local / Mobile . . . Confidential © 2011 SAP AG. All rights reserved. 37

  38. Marketers Greatest Challenge Today: Become Publishers Have the content our audience needs . . . . . . distributed in the channels they use. Created, Curated and Syndicated content to create conversations • For each buyer journey stage • For all “personas” that influence the buying process at each stage • For all their media channels Confidential © 2011 SAP AG. All rights reserved. 38

  39. Thank You! More charts in the appendix… More charts in the appendix… Email: michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.com Social News Site: Business2Community.com Twitter: @brennermichael Confidential © 2011 SAP AG. All rights reserved. 39

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