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What is social

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

michaelbrenner
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What is social

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  1. What Is A Social Business? Michael Brenner Sr. Director, Integrated MarketingNovember 2011

  2. About SAPWe Help Organizations Do What They Do...Better

  3. SAP MissionMake every customer a Best Run Business 109,000 customers 120 countries 55,000 employees $17 Billion revenue

  4. Marketing is Hard!

  5. Age 3

  6. Age 21

  7. Everything is OnlineBusiness is Personal “Buyers don’t want to be an object of a sale . . . . . . but rather the subject of an experience. “ ~Paul Greenberg

  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: Accept change Dare the status quo Act continuously Participate personally 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.”

  9. Business Has Become More PersonalOr 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”

  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 AdoptionMobile is HOT!

  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

  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 inThe Cluetrain Manifesto Center for Marketing Research at the University of Massachusetts

  17. The Goal: (Define Your Goal) Revenue! “Web visitors from social sites convert at 59% higher rates to sales” ~ MarketingSherpa Search Marketing Benchmark Survey

  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

  19. Social Media MarketingWhat It Isn’t & What It Is Think more Social… … less Media …or Marketing

  20. 8 Steps To Play The Social Game • Define Goals / Metrics • Find Your Buyers • Define Influences (-ers) • Map The Org. Model • Set up Your Channels • Content / Context Strategy • Engagement Model • Enablement Plan “Throw Away The Rulebook” ~ Dana Anderson, SVP Marcom Kraft

  21. Chart used with permission. For a copy, go to: http://socialbmr11.marketingsherpa.com/

  22. Social NetworkingChanging The Dynamics Of Business Social isn’t just a new way of Marketing… It’s a new way of Doing Business It’s a new way of Working Social media is not an interruption but a distraction medium!

  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

  24. Thank You! More charts in the appendix… Email:michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.comSocial News Site:Business2Community.com Twitter: @brennermichael

  25. It’s not about the technologies… It’s about the relationships It’s Not About The Technology…It’s About the Relationships

  26. 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

  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

  28. The Goal: Sales. Experience. Equity. “ What are the best CRM products for a law firm?” My suggestion is OnDemand solutions:” “

  29. Social Disasters Sept ‘04: Kryptonite June ‘05: L’Oreal Aug ‘05: Dell Apr 06: Chevy Feb ‘07: Taco Bell Apr ‘08: Dove Apr ‘09: Domino’s July ‘09: United June ’10: BP

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

  31. Everybody’s on Facebook!And Google … and YouTube …

  32. Email Isn’t Dead!Tied with Search for most popular online activity

  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.

  34. YouTube:The 2nd Largest Search Engine

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