ARE YOU LISTENING
TO YOUR
CUSTOMERS?
ENGAGE CUSTOMERS LIKE NEVER BEFORE

Content Strategy and Marketing Conference
Nichola...
A LITTLE BIT MORE ABOUT ME…
AND WHAT MAKES ME TICK.
@Nicholask71
@Nicholask71
PASSIONATE ABOUT MY CUSTOMERS.

MY OBJECTIVE TODAY IS TO…
THROW SOME

‘MIND GRENADES’
FIRE-UP YOUR

BRAIN JUICES
THE IMPACT

DIGITAL CUSTOMERS
ARE HAVING ON YOUR
ENTERPRISE
POWER TO
THE PEOPLE
“… and the Left Wing talk about giving the
power to the people… you know…anybody
knows that the people...
29%
of Americans say their phone is
the first and last thing they look
at every day.
PEOPLE ARE ALWAYS CONNECTED.
SOURCE: Q...
The mega trend of the 21st century
is the EMPOWERMENT of people via
connected mobile devices.
- Mary Meeker
AT LEAST

50%
of consumers will use 2 or more
devices in their purchase
process.
SITES MUST BE MOBILE-FRIENDLY.
SOURCE: IB...
ONE HALF
of all local searches are
conducted on mobile.
PEOPLE SEARCH WHILE
ON THE MOVE.
SOURCE: MICROSOFT
MORE THAN

82

1.5

BILLION

40%

MILLION

82B apps will be
downloaded
worldwide
in 2013

More than 1.5M
apps are
availabl...
MOBILE
BROWSERS
MORE THAN

1/2

18%
82%

OF THOSE

that purchased as a
result of a marketing
message on their
smartphone, ...
We as consumers are living in a 24/7
DIGITAL WORLD. And our message to
brands is that if you’re not focused on
that, you’r...
SCREENAGERS
THEY ARE NEVER FAR FROM A SCREEN.
AND A SCREEN IS NEVER FAR FROM THEM
IT SEEMS.
YouTube reaches more US adults ages
18 – 34 than any cable network.

SOURCE: NIELSEN

70%

of YouTube traffic comes
from out...
EVANTUBE HD
ENGAGING THE
BUYERS OF
TOMORROW
85%
of users say social networks help
them decide what to purchase.
SOURCE: IBM

93%
of marketers are using social
media f...
2 NEW USERS
join Facebook every second.

SOURCE: PEW RESEARCH
62%

of people are more likely to
engage with brands that
integrate social media content
into their owned properties.
SOUR...
This is the dawn of Generation C.
Where "C" represents a connected
society based on interests and
behavior.
Gen C is not a...
WE LIVE IN A WORLD OF

DIGITAL IMMERSION

Social

Rich Content

Mobility

Apps
THIS CHANGES THE RULE FOR MARKETERS.

IN ASIA PACIFIC,
59% OF
CONSUMERS
COMMENT ABOUT
BRANDS ONLINE.
COMPANIES ARE
STRUGGLING TO
BREAKTHROUGH
& ENGAGE THEIR
CUSTOMERS.
19TH CENTURY
ENGAGEMENT
Sales & Marketing Funnel

Awareness
Interest
Desire
Action
CUSTOMERS REQUIRE A NEW
21ST CENTURY ENGAGEMENT MODEL
DRIVEN BY SOCIAL

SHARE

COMPARE

TRIGGER EVENT

RESEARCH

SHOP

PUR...
A PARADIGM SHIFT HAS OCCURRED!

CUSTOMERS

ARE NOW

IN CHARGE
57%

of the buying process
is completed before a first
interaction with sales.
SOURCE: CORPORATE EXECUTIVE BOARD
86%

of customers are willing
to pay more
for a better customer
experience.
SOURCE: AMERICAN EXPRESS GLOBAL CUSTOMER BAROM...
DIGITAL DARWINISM:
When technology and society evolve
faster than the ability for companies to
adapt.
- Brian Solis
ENTERPRISES ARE STRUGGLING WITH
SOCIAL MEDIA CHANNELS
VOLUME

VELOCITY

VARIETY
©  2011 SAP AG. All rights reserved.

Conf...
THE EVOLUTION OF THE SOCIAL BUSINESS
COMPANIES SOCIAL STRATEGIES ARE MISALIGNED

34%

Only 34% of businesses feel that
the...
Traditional marketing talks at
people. Content marketing
talks WITH them.
- Doug Kessler, Velocity Partners
CONTENT
MARKETING
CREATING IT IS EASY,
OR IS IT
Let’s define what CONTENT is.
Content is the presentation of information
for a purpose to an audience through a
channel in ...
CONTENT MARKETING:
Create SOCIAL OBJECTS.

The Social Object, in a nutshell, is the
reason two people are talking to each ...
CONTENT MARKETING:
Create SOCIAL OBJECTS.

Social objects bind us together. The more
important a social object is to us, t...
Make the customer the
HERO of your story.
- Ann Handley
LISTEN.
Amazing things happen
when you LISTEN to the
consumer.
- Jonathan Midenhall
DO YOU
REALLY
LIKE ME?
LISTEN TO THE MILLIONS OF PUBLIC CONVERSATIONS
UNDERSTAND THE CONTEXT OF THESE CONVERSATIONS

What?
What are people talkin...
WHAT ARE THEY THINKING ABOUT?

MIND OF THE CONSUMER
“I wonder what my friends think of
this product?”
“I wish companies wo...
HOW DO PEOPLE FEEL?
Is overall sentiment positive,
negative, or neutral?
Lack of hot
games…

It hurts
my eyes!

Poor batte...
SMALL DATA
The real issue is making sense of big
data and finding patterns in it that help
organizations make better busine...
DERIVING SENTIMENT FROM SOCIAL MEDIA IN REAL-TIME
Natural Language Processing Engine

Lack of hot
games…

It hurts
my eyes...
68%

of companies do not
have a stated Business
Intelligence/Analytics
strategy.
SOURCE: IDC
BUILD A DIGITAL SOCIAL LISTENING POST

CHANNELING SOCIAL MEDIA
CREATE A PLACE FOR DECISION MAKING WITH ALL
PERTINENT DATA ...
Social is the gasoline that
fuels content.
- Jay Baer, YOUTILITY
CUSTOMER
CASE STUDY
SOCIAL
CUSTOMER ENGAGEMENT

AT A GLANCE
OBJECTIVE
Take on larger rivals by providing a
delightful social media experience
...
SINGAPORE GRAND PRIX 2013

Social Media Trends

SHARE OF MENTIONS AROUND THE WORLD

Jun 6 News:
Justin Bieber to
perform a...
SINGAPORE GRAND PRIX 2013
WHAT ARE PEOPLE TALKING ABOUT?
Top 100 Topics

Social Media Trends
SINGAPORE GRAND PRIX 2013

Social Media Trends

TOP 10 DRIVERS ON SOCIAL MEDIA
814

Sebastian Vettel

688

- Red Bull

808...
SINGAPORE GRAND PRIX 2013

Social Media Trends

WHICH TEAM?

111

97 71
71%

126

SAUBER F1 TEAM

745

173

MENTIONS

349
...
SAP
CASE STUDIES
We've made big bet on social at SAP.
We infuse social in everything we do,
from how we decide what solutions to
build, to ...
DIGITAL, SOCIAL
AND COMMUNITIES
@ SAP
What’s Important in 2013 AND BEYOND?
Five Pillars of Marketing Transformation
1. SIMPLIFY MARKETING
2. HUMANIZE THE SAP BR...
Humanizing the Brand
SAP has quietly built a
B2B social media juggernaut.

- Drew Neisser, Fast Company
50M+ VISITORS IN 2012
70 COUNTRIES
40 LANGUAGES
590,000 ONLINE LEADS
SAP is a community superstar
and one of the HIGHESTSCORING brands.
-  Comblu,
State of Online Branded Communities
Community
Network

2 million

unique visitors each month

46%

net promoter score (NPS)

750

blogs per month

12 million
...
SOCIAL LISTENING @ SAP
ENGAGING TODAY’S DIGITAL NATIVES

• 

COMMUNITIES

• 

BLOGS

• 

SOCIAL MEDIA CHANNELS

• 

MOBILE
SOCIAL LISTENING @ SAP
HARNESSING THE COLLECTIVE GENIUS
SOCIAL LISTENING @ SAP
HARNESSING THE COLLECTIVE GENIUS
LinkedIn is

277%

more effective for lead
generation than Facebook and
Twitter.
SOURCE: TOP DOG SOCIAL MEDIA
KEY TAKEAWAYS
Social media is about
SOCIOLOGY and PSYCHOLOGY
more than technology.
- Brian Solis
Adapt or Die
Five pillars for creating great CONTENT
Content is the presentation of information
for a purpose to an audience through a
...
LISTEN.
BUILD A DIGITAL SOCIAL LISTENING POST

CHANNELING SOCIAL MEDIA
CREATE A PLACE FOR DECISION MAKING WITH ALL
PERTINENT DATA ...
You’ve got to start with the
CUSTOMER EXPERIENCE and
work back toward the technology.
- Steve Jobs
about.me/nicholask71
THANK YOU!
Feel free to connect with me at :
Nicholas.kontopoulos@sap.com
#nicholask71
http://sg.linkedin.com/in/nicholask...
Are You Listening To Your Customers? Engage Customers Like Never Before.
Are You Listening To Your Customers? Engage Customers Like Never Before.
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Are You Listening To Your Customers? Engage Customers Like Never Before.

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Social Media channels offer marketers a rich opportunity to really engage their customers like never before.

Sadly, customer engagement today has namely been oneway' with many marketers using Social Media as a Digital Megaphone to shout about their Brand and Products in the hope that someone will 'like' them and find their 'content' funny.

This presentation explores the challenges marketers face in effectively engaging todays digital natives, as well as the opportunities that Social Channels offer them in really being able to 'listen' to their customers and harness insights on what is influencing them so as to be able to craft content that is both contextual and relevant.

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Are You Listening To Your Customers? Engage Customers Like Never Before.

  1. 1. ARE YOU LISTENING TO YOUR CUSTOMERS? ENGAGE CUSTOMERS LIKE NEVER BEFORE Content Strategy and Marketing Conference Nicholas Kontopoulos Senior Global Marketing Director, Global CRM Product Marketing SAP November, 2013
  2. 2. A LITTLE BIT MORE ABOUT ME… AND WHAT MAKES ME TICK.
  3. 3. @Nicholask71
  4. 4. @Nicholask71
  5. 5. PASSIONATE ABOUT MY CUSTOMERS. MY OBJECTIVE TODAY IS TO…
  6. 6. THROW SOME ‘MIND GRENADES’
  7. 7. FIRE-UP YOUR BRAIN JUICES
  8. 8. THE IMPACT DIGITAL CUSTOMERS ARE HAVING ON YOUR ENTERPRISE
  9. 9. POWER TO THE PEOPLE “… and the Left Wing talk about giving the power to the people… you know…anybody knows that the people have the power. All we need to do is awaken the power in the people. People are unaware, it’s like they’re not educated to realise that they have the power.” – John Lennon, 1969
  10. 10. 29% of Americans say their phone is the first and last thing they look at every day. PEOPLE ARE ALWAYS CONNECTED. SOURCE: QUILCOMM
  11. 11. The mega trend of the 21st century is the EMPOWERMENT of people via connected mobile devices. - Mary Meeker
  12. 12. AT LEAST 50% of consumers will use 2 or more devices in their purchase process. SITES MUST BE MOBILE-FRIENDLY. SOURCE: IBM
  13. 13. ONE HALF of all local searches are conducted on mobile. PEOPLE SEARCH WHILE ON THE MOVE. SOURCE: MICROSOFT
  14. 14. MORE THAN 82 1.5 BILLION 40% MILLION 82B apps will be downloaded worldwide in 2013 More than 1.5M apps are available in the Apple App Store and Google Play SOURCE: PORTO RESEARCH SOURCE: NEW ROLIO 40% of marketers are planning to develop a mobile app in the next year SOURCE: AERICON PEOPLE USE APPS THAT ENHANCE THEIR LIVES. Of the apps downloaded, 1 in 4 are abandoned after the initial use SOURCE: NEW ROLIO
  15. 15. MOBILE BROWSERS MORE THAN 1/2 18% 82% OF THOSE that purchased as a result of a marketing message on their smartphone, did so on the device itself. 82% of mobile media consumption time is within apps. SOURCE: MAPDOM APPS SOURCE: NIELSEN BY 2018, MORE APP REVENUE WILL COME FROM TABLETS THAN SMARTPHONES. SOURCE: NIELSEN
  16. 16. We as consumers are living in a 24/7 DIGITAL WORLD. And our message to brands is that if you’re not focused on that, you’re missing out, you’re going to be left behind. - Neal Mohan, VP Display Advertising Google
  17. 17. SCREENAGERS THEY ARE NEVER FAR FROM A SCREEN. AND A SCREEN IS NEVER FAR FROM THEM IT SEEMS.
  18. 18. YouTube reaches more US adults ages 18 – 34 than any cable network. SOURCE: NIELSEN 70% of YouTube traffic comes from outside the US. SOURCE: YOUTUBE
  19. 19. EVANTUBE HD ENGAGING THE BUYERS OF TOMORROW
  20. 20. 85% of users say social networks help them decide what to purchase. SOURCE: IBM 93% of marketers are using social media for business. SOURCE: BUSINESS INSIDER
  21. 21. 2 NEW USERS join Facebook every second. SOURCE: PEW RESEARCH
  22. 22. 62% of people are more likely to engage with brands that integrate social media content into their owned properties. SOURCE: MASS RELEVANCE
  23. 23. This is the dawn of Generation C. Where "C" represents a connected society based on interests and behavior. Gen C is not an age group – ITS A WAY OF LIFE. - Brian Solis
  24. 24. WE LIVE IN A WORLD OF DIGITAL IMMERSION Social Rich Content Mobility Apps
  25. 25. THIS CHANGES THE RULE FOR MARKETERS. IN ASIA PACIFIC, 59% OF CONSUMERS COMMENT ABOUT BRANDS ONLINE.
  26. 26. COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.
  27. 27. 19TH CENTURY ENGAGEMENT Sales & Marketing Funnel Awareness Interest Desire Action
  28. 28. CUSTOMERS REQUIRE A NEW 21ST CENTURY ENGAGEMENT MODEL DRIVEN BY SOCIAL SHARE COMPARE TRIGGER EVENT RESEARCH SHOP PURCHASE
  29. 29. A PARADIGM SHIFT HAS OCCURRED! CUSTOMERS ARE NOW IN CHARGE
  30. 30. 57% of the buying process is completed before a first interaction with sales. SOURCE: CORPORATE EXECUTIVE BOARD
  31. 31. 86% of customers are willing to pay more for a better customer experience. SOURCE: AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
  32. 32. DIGITAL DARWINISM: When technology and society evolve faster than the ability for companies to adapt. - Brian Solis
  33. 33. ENTERPRISES ARE STRUGGLING WITH SOCIAL MEDIA CHANNELS VOLUME VELOCITY VARIETY ©  2011 SAP AG. All rights reserved. Confidential Page 34
  34. 34. THE EVOLUTION OF THE SOCIAL BUSINESS COMPANIES SOCIAL STRATEGIES ARE MISALIGNED 34% Only 34% of businesses feel that their social strategy is connected to business outcomes. 28% Just 28% of companies studied feel that they have a holistic approach to social media, where lines of business and business functions work together under a common vision. 50% Only half said that top executives were “informed, engaged and aligned with their companies’ social strategy." SOURCE: ALTIMETER GROUP
  35. 35. Traditional marketing talks at people. Content marketing talks WITH them. - Doug Kessler, Velocity Partners
  36. 36. CONTENT MARKETING CREATING IT IS EASY, OR IS IT
  37. 37. Let’s define what CONTENT is. Content is the presentation of information for a purpose to an audience through a channel in a form – The Word Factory The definition has five components: INFORMATION What is the idea you are sending out? PURPOSE Why are we doing this? AUDIENCE Who is our intended consumer for this content? CHANNEL How will we get our content to our audience? FORM How will our communication be rendered in its final form?
  38. 38. CONTENT MARKETING: Create SOCIAL OBJECTS. The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else. – Hugh Macleod
  39. 39. CONTENT MARKETING: Create SOCIAL OBJECTS. Social objects bind us together. The more important a social object is to us, the stronger it'll bind us to others who also hold that social object”…”we change our behavior because of social objects. – Kyle Mathews
  40. 40. Make the customer the HERO of your story. - Ann Handley
  41. 41. LISTEN.
  42. 42. Amazing things happen when you LISTEN to the consumer. - Jonathan Midenhall
  43. 43. DO YOU REALLY LIKE ME?
  44. 44. LISTEN TO THE MILLIONS OF PUBLIC CONVERSATIONS UNDERSTAND THE CONTEXT OF THESE CONVERSATIONS What? What are people talking about? When? When did they talk about it? Where? Where do these conversations occur? Harnessing the Small Data 5Ws of Social Intelligence Who? Who is talking? Why? Why are they talking about it? ©  2011 SAP AG. All rights reserved. 45
  45. 45. WHAT ARE THEY THINKING ABOUT? MIND OF THE CONSUMER “I wonder what my friends think of this product?” “I wish companies would care more about…? “Maybe I should consider brand x?” “I really value the opinion of tastemaker x” “It would be cool if product x could do this” “This is a really cool feature” “I need something new” “How do I buy”? “That’s a interesting new product” “Cool commercial” “Who else makes one of these?” “I cant get this to work”
  46. 46. HOW DO PEOPLE FEEL? Is overall sentiment positive, negative, or neutral? Lack of hot games… It hurts my eyes! Poor battery life… I want one… What’s the net sentiment? How passionate are our customers? What is the share of buzz compared to our competitors? ©  2011 SAP AG. All rights reserved. 47
  47. 47. SMALL DATA The real issue is making sense of big data and finding patterns in it that help organizations make better business decisions. SOURCE: GARTNER
  48. 48. DERIVING SENTIMENT FROM SOCIAL MEDIA IN REAL-TIME Natural Language Processing Engine Lack of hot games… It hurts my eyes! Poor battery life… I want one… NLP engine filters and determines emotions (like, dislike), behaviors (want, buy, return), intensity and net sentiment. ©  2011 SAP AG. All rights reserved. 49
  49. 49. 68% of companies do not have a stated Business Intelligence/Analytics strategy. SOURCE: IDC
  50. 50. BUILD A DIGITAL SOCIAL LISTENING POST CHANNELING SOCIAL MEDIA CREATE A PLACE FOR DECISION MAKING WITH ALL PERTINENT DATA AT YOUR FINGERTIPS •  What crises are emerging? •  How are my in-flight campaigns? •  Is my social sentiment tracking w/ sales? •  Do we need to engage with them?
  51. 51. Social is the gasoline that fuels content. - Jay Baer, YOUTILITY
  52. 52. CUSTOMER CASE STUDY
  53. 53. SOCIAL CUSTOMER ENGAGEMENT AT A GLANCE OBJECTIVE Take on larger rivals by providing a delightful social media experience SOLUTION SAP Cloud for Social Engagement BENEFITS Meet increasing demand for social media customer service channel without scaling team. Reduced churn. “OUR ROI IN DOLLARS IS DEFINITELY IN THE MILLIONS. Depending on the scale of your operation and your programs, the ROI is at least ten million dollars in opportunity.” Krissy Espindola Director, Knowledge Management & Social Customer Support
  54. 54. SINGAPORE GRAND PRIX 2013 Social Media Trends SHARE OF MENTIONS AROUND THE WORLD Jun 6 News: Justin Bieber to perform at Singapore F1 Jul 2 News: BIGBANG to perform at Singapore F1 Approaching the race date 6,323 POSTS 6,979 MENTIONS 11,019,985 VIEWS 91% people think POSITIVELY 10% (USA) 15% (UK) 20% (SG) 12% (IND) about Singapore F1 this year JUN JUL AUG SEP 12% (ITA)
  55. 55. SINGAPORE GRAND PRIX 2013 WHAT ARE PEOPLE TALKING ABOUT? Top 100 Topics Social Media Trends
  56. 56. SINGAPORE GRAND PRIX 2013 Social Media Trends TOP 10 DRIVERS ON SOCIAL MEDIA 814 Sebastian Vettel 688 - Red Bull 808 Fernando Alonso 604 - Ferrari 445 Kimi Raikkonen - Lotus 338 353 Felipe Massa 298 - Ferrari 144 119 Jenson Button - McLaren 129 109 Mark Webber - Red Bull Lewis Hamilton 101 - Mercedes 70 Nico Rosberg 68 66 - Mercedes Romain Grosjean - Lotus Paul di Resta - Force India MENTIONS 56 51 42 41 POSTS (%) 85 94 67 61 85 56 52 95 67 67
  57. 57. SINGAPORE GRAND PRIX 2013 Social Media Trends WHICH TEAM? 111 97 71 71% 126 SAUBER F1 TEAM 745 173 MENTIONS 349 69% 612 367 372 80% 59% 89%
  58. 58. SAP CASE STUDIES
  59. 59. We've made big bet on social at SAP. We infuse social in everything we do, from how we decide what solutions to build, to how we market/sell them - Jonathan Becker, SAP CMO
  60. 60. DIGITAL, SOCIAL AND COMMUNITIES @ SAP
  61. 61. What’s Important in 2013 AND BEYOND? Five Pillars of Marketing Transformation 1. SIMPLIFY MARKETING 2. HUMANIZE THE SAP BRAND 3. INVEST IN PEOPLE 4. DEVELOP “PULL” MARKETING 5. TIGHTEN LINKS TO THE BUSINESS
  62. 62. Humanizing the Brand
  63. 63. SAP has quietly built a B2B social media juggernaut. - Drew Neisser, Fast Company
  64. 64. 50M+ VISITORS IN 2012 70 COUNTRIES 40 LANGUAGES 590,000 ONLINE LEADS
  65. 65. SAP is a community superstar and one of the HIGHESTSCORING brands. -  Comblu, State of Online Branded Communities
  66. 66. Community Network 2 million unique visitors each month 46% net promoter score (NPS) 750 blogs per month 12 million SCN newsletters delivered in 2012 155 million page views in 2012 400+ 700+ SCN topic spaces 3,000+ community moderators Posts a day 230+ countries & territories 30,000 contributors in 2012
  67. 67. SOCIAL LISTENING @ SAP ENGAGING TODAY’S DIGITAL NATIVES •  COMMUNITIES •  BLOGS •  SOCIAL MEDIA CHANNELS •  MOBILE
  68. 68. SOCIAL LISTENING @ SAP HARNESSING THE COLLECTIVE GENIUS
  69. 69. SOCIAL LISTENING @ SAP HARNESSING THE COLLECTIVE GENIUS
  70. 70. LinkedIn is 277% more effective for lead generation than Facebook and Twitter. SOURCE: TOP DOG SOCIAL MEDIA
  71. 71. KEY TAKEAWAYS
  72. 72. Social media is about SOCIOLOGY and PSYCHOLOGY more than technology. - Brian Solis
  73. 73. Adapt or Die
  74. 74. Five pillars for creating great CONTENT Content is the presentation of information for a purpose to an audience through a channel in a form – The Word Factory The definition has five components: INFORMATION What is the idea you are sending out? PURPOSE Why are we doing this? AUDIENCE Who is our intended consumer for this content? CHANNEL How will we get our content to our audience? FORM How will our communication be rendered in its final form?
  75. 75. LISTEN.
  76. 76. BUILD A DIGITAL SOCIAL LISTENING POST CHANNELING SOCIAL MEDIA CREATE A PLACE FOR DECISION MAKING WITH ALL PERTINENT DATA AT YOUR FINGERTIPS •  What crises are emerging? •  How are my in-flight campaigns? •  Is my social sentiment tracking w/ sales? •  Do we need to engage with them?
  77. 77. You’ve got to start with the CUSTOMER EXPERIENCE and work back toward the technology. - Steve Jobs
  78. 78. about.me/nicholask71
  79. 79. THANK YOU! Feel free to connect with me at : Nicholas.kontopoulos@sap.com #nicholask71 http://sg.linkedin.com/in/nicholaskontopoulos © 2013 SAP AG. All rights reserved.
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