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Social Media Today and MVP at Womma 09

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Margot Heiligman and I presented on November 18 at Womma 09: success story about MyVenturePad

Margot Heiligman and I presented on November 18 at Womma 09: success story about MyVenturePad

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  • 1. Social Media 4 ROI A Case in Proof: MyVenturepad.com Developing and Managing a Social Media Site for Small and Midsized Business
  • 2. Best Practices in Social Media Marketing: Business Outcomes, Success we can Measure! 1. Awareness and Buzz including mentions in Mainstream Press 2. Featured questions on LinkedIn to generate on the order of 20% of our net new prospects 3. Over 100 influencers on board including reach to hundreds of thousands of followers on twitter 4. Filling the sales pipeline to the tune of hundreds of thousands of dollars. 5. Noted by leading thinktanks as a “Best Practices” for marketing to small and midsized business
  • 3. Who Where is your “customer”? Where potential target companies / customers are… Traditional marketing tools (sap.com, newsletters, …) = associations one-way push, limited reach Social Media Can Help Peers Sap. com partners Chamber of commerce
  • 4. Where Who are your influencers? Identify, Engage, Leverage, Measure. of Influencers Classification Research & Thought Leadership: „Swath‟ Influencers: Web 2.0: Case studies, research, high Market segment-specific MVP bloggers, social networks, feeds magnitude, C-suite, Compliance Accountants, Attorneys, SME Women Executives, VC and Private Entrepreneurs, Domain-specific, Social Networks, business Equity Women Managed Regions CRM, BI, ERP SaaS professional advisors Accounting: VC: Women: YEO: CRM Social Networks Community of Interest ■ xxx ■ Xxx ■ Xxx ■ Xxx ■ Xxx ■ MyVenturepad Legal / Compliance ■ Xxx ■ xxx ■ Xxx ■ xxx ■ LinkedIn ■ xxx ■ Xxx ■ xxx ■ Xxx BNT4SME ■ Facebook ■ Xxx China ■ Xxx ■ Xxx ■ Twitter ■ xxx PE ■ xxx ■ xxx ■ xxx ■ YouTube Business Analytics ■ xxx Regions: Business Analytics SaaS ■ xxx ■ Xxx ■ xxx ■ Xxx ■ xxx ERP ■ Xxx ■ xxx ■ xxx
  • 5. 1:MANY:1 - Creating “Meta-Conversation”: Targeted, purpose-driven, online community  Results! * All linked by brand Activities Meta-conversation blogging WordFrame surveys commenting LinkedIn white papers profiling You-Tube webinars video micro-blog Twitter connections podcasts Email newsletter discussion itunes wikis wiki Platforms
  • 6. Objectives for the SME Community: Address the Pain of Small and Mid-sized business Objectives for SAP:  Increase SAP brand awareness in the SME market  Aggregate bloggers and influencers of interest to small business  Establish SAP as a trusted advisor to small business  Create and drive lead generation for SME sales
  • 7. MyVenturepad: Letting the Conversation take shape MyVenturepad is BIG News for emerging growth companies! MyVenturepad is a moderated online growth business community for 2000+ owners and managers of small and midsized companies, and for the professionals who advise them. Its produced by SocialMediaToday, the leading bloggers/thinkers on Social Media and Web 2.0, and sponsored by SAP. It’s a great place to find answers and insights to help you manage and grow your business. By registering for the site, you’ll be able to connect with some of the world’s best bloggers and influencers of growth companies. MyVenturepad’s sub-communities drive topics such as Deal Makers, Finance, Green Business, Managing People and Leadership, which will help you focus on what’s most important to you. Join the conversation! http://www.myventurepad.com
  • 8. MyVenturePad (MVP) Promotional Assets BANNER AD: Promotion for SAP Hard Offer: “Fast Start for SAP All-In-One” BADGE Promotion: Economic Stimulus package “eBOOK” BLOGS: Blogger Outreach, Achieving hundreds of views, featuring 100 influencers, includes a few SAP spokespeople.
  • 9. MyVenturepad Growth and Milestones: 2000+ members Phase 2: Demand Gen MVP Membership: ■ 1200 by December 30, 2008 2000 Seismic Event(s) ■ “Weathering the # of community members (SMEs)  Economy” paper and Phase 1: Intro webinar series. Phase 4: MVP Membership: ■ 972 leads for total event Global ■ 500 by April, 2008 ■ 200 new leads for SME Phase 3: Leverage 1500 funnel through MVP MVP membership: ■ 3500+ January 1, Seismic Event: & Demand Gen 2010 ~ ■ Key influencers added: MVP Membership: Seth Godin, Jeff ■ 2001 SMEs by June 24, 2009 Seismic Event (s) Cornwall, Guy ■ ByDesign GTM Kawasaki etc. Seismic Event(s) ■ China Language 1000 ■ Produced “Social Media ■ eBOOK: “What the Economic ■ Spanish language to Grow your Business” Stimulus package means for ■ Region-specific Webinar with Seth Godin. Growing Business” SAP, (BRIC) MVP and SCORE.org drove 250 leads -> SME Funnel ■ sap.com  500 more leads ■ Over 10‟000 uniques per 500 month consistently Time  Nov07 24 ms: 6 ms 12 ms: 18 ms: Apr 08 12/08 06/09 11/09
  • 10. Blogger Outreach through SAP and MyVenturepad bloggers We’ve initiated “Blogger outreach” to SAP bloggers and MyVenturepad bloggers to get their followers to join up and participate in the webinar. They place this badge and other assets on their websites, and blog & tweet about us, and more
  • 11. Other Channels We’ve Leveraged Include: LinkedIn: The Featured Question, The Poll... …
  • 12. Twitter channel. “How the Influence Flies” Our message  Influencers  Customers @GuyKawasaki: SAP and MyVenturepad @PGreenbe: SAP took some “The Stimulus” What it business leadership, rather means for your than following the easier business. path of technology sales, http://Bit.ly/kpqpwl during the current crisis SAP Partners & SAP Team Customers Influencer Engagement Models twitter API Social Media Today
  • 13. How to Build and Engage a Community of SME Influencers  Engage influencers in Creative and Meaningful ways  Promote active engagement, enabling SMEs and growth companies to solve critical business issues  Listen, observe without actually inserting ourselves into the conversation
  • 14. Tweaking It: Social Network Fine-Tuning Builds Participation, Leads and Buzz • While SAP/SMT team tracked comments and the subsequent interaction, we found too much competition in the broad market. • A subset of the most popular influencers were those who targeted a slightly different segment of the small business market – a segment more appropriate to SAP’s goals • That subtle shift among the posters, readers and community members prompted the team to quickly re-engineer the site and tweak MVP to better serve that audience and create passion and affiliation “In the current market, where broad-based media is eroding rapidly, creating, developing and defending niche content will win the day.” – Andrew Heyward © SAP 2007 / Page 14
  • 15. Leveraging MVP as a Platform for Lead Generation and Brand Building: …Changing the Way We Do Volume Marketing Hypothesis Experiments Social Media Can Help Sep ~ Nov 2008 • Build awareness via word-of-mouth • Engagement by conversation • Drive higher volume via broader reach • Enable fast monitoring & feedback Jun ~ Jul 2009 Disclaimer: Still early & evolving, still learning, limited experi., mostly campaign focused…
  • 16. Measuring the Results: “Weathering the Economy” Forum What We Did: WTE Forum Campaign 1,000+ registrations Plus: •online responses 10 thought leaders •webinar attendees (economists, experts, SAP •marketing leads customers) CEO, Jana •prospects CTO, PolyGlass Matthews Group •new contacts 3 live webinars •existing prospects (Sep 25th, Oct 22nd, Nov Generated Media Interest: 20th) 2 online forums (myventurepad.com, LinkedIn.com) Director, CEO, Social Media … Professor, PSU Today Discussion Forums, Blogging, social networking, Twitter, etc.
  • 17. Buzz and Awareness By “Word-of-Mouth” Picked up by major press Broadcasted by 10 bloggers MVP blogger outreach Marketing Interactions Blog 109 Small Biz Survival Blog Registrations + press coverage Ross Dawson Blog 6,000 followers 150,000 followers 99 Registrations 2,200 followers Twitted by SAP4SME Twitted by Guy Kawasaki Re-twitted by 15 Twitters
  • 18. Engagement By 2-Way Conversations 4 LinkedIn Featured Questions 1,500+ responses / comments 50+ Registrations LinkedIn Discussions Comments from 20+ LinkedIn Groups 90+ Registrations
  • 19. MyVenturepad’s KPIs: Double Digit Growth, Cost per Lead, Filling pipeline Milestone Description Registered 2300 + small and mid-sized companies as registered members Membership September 15,500 unique visitors via 119 sources and mediums (linked-to’s via)... twitter, facebook, etc. Visitors - Page Views: 209’740 Page Views, 30% returning visitors Average time September 2009: 3min 23 seconds Countries Top Visitors are US, UK, Canada, DE, India, Australia, CI, Ire, Phil, Sing. “Influentials” (Bloggers): 100 total #Blogs and Roughly 35 posts per day on average. 1.5 comments per day. Comments... Sales Qualified 327 Leads Pipeline $ hundreds of 1000’s from social media for the campaign Revenue Double Digit growth per month!
  • 20. Thank you. Margot.Heiligman@sap.com @sap4sme @mheiligman Robin@socialmediatoday.com @socialmedia2day