Ma nel B2B si può fare marketing con i social network?
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Atti dell'evento "Ma nel B2B si può fare marketing con i social network?" - l'intervento di Marcus Starke, Head of Worldwide Marketing Regions SAP. ...

Atti dell'evento "Ma nel B2B si può fare marketing con i social network?" - l'intervento di Marcus Starke, Head of Worldwide Marketing Regions SAP.

Il seminario è stato organizzato dalla School of Management del Politecnico di Milano e SAP Italia.

Non solo si può, è impossibile non usare i social media nel B2B!

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Ma nel B2B si può fare marketing con i social network? Presentation Transcript

  • 1. A Glimpse into Social Media at SAPMarcus Starke | Sr. VP, Worldwide Marketing RegionsMilan Polytechnic University | Milan, July 2012
  • 2. Agenda:1. Intro / SAP Background2. Market Transformation: Why B2B Social Media is Important3. How SAP Leads & Participates in Social Business4. Impact & Results© 2012 SAP AG. All rights reserved. 2
  • 3. SAP is the leading business software vendor worldwide Global Italy € 14B € 328M Total revenue Total revenue 55,700+ 590 SAP employees worldwide employees 310,000+ 8000+ SAP consultants SAP consultants 183,000+ 3500 customers customers© 2012 SAP AG. All rights reserved. 3
  • 4. SAP Marketing Strategy for Growth, Results & Impact Amplify Voice of the Market 1. Simplify 2. Humanize the 3. Invest in 4. Develop “Pull” 5. Tighten Links Marketing SAP Brand People Marketing to the Business Drive Business Impact for SAP Faciilitate strategic revenue growth Deliver marketing innovation Reach new markets and audiences Build trusted customer relationships and enhance customer loyalty Create strong, positive customer interactions© 2012 SAP AG. All rights reserved. 4
  • 5. Markets & Audiences Have Changed: Why Social isChanging the Game From ToPhysical Presence (Shows and Events) Digital RelationshipsSpray and Pray Tactical Hits Complete Buying Lifecycle Engagement“Segment” & “Executive” Targeting PersonasMeasure Activity Measure ResultsProduct Message Product KnowledgeSelling Product Facilitating Solution DiscoverySales Cycle Buying CyclePush Messaging Pull MessagingProduct Marketing Unified Content Marketing StrategyManual Programs Automated Sustainable PracticesShort-Term Tactical Hits Long-Term Lifetime RelationshipsBrand-Building via Claimed Reputation Earned Reputation via Trust© 2012 SAP AG. All rights reserved. 5
  • 6. Vast Landscape of Social Media Tools & Platforms© 2012 SAP AG. All rights reserved. 6
  • 7. Social Media Is Central To The B2B Decision Journey 86% +76% 1.5x of B2B tech buyers Influence of social IT buyers trust engage in social touch points grows by social media 1.5x activity for business 76% as buyers move more than any other purposes1 from awareness to content source3 consideration21 Social Technographics for Business Technology Buyers (Forrester 2011)2 The Customer Decision Journey (McKinsey, 2009)3 PJA Social Media Index (2011)© 2012 SAP AG. All rights reserved. 7
  • 8. How SAP Leads &Participates
  • 9. SAP Social Media: Strategic Components• Designed to support and complement our broader marketing strategy• Begin building a “Pull Marketing” mindset within the organization• Build deeper connections with our customers, prospective customers and key influencers• Focus on content/education, communities and two-way conversations• Recognize the unique nature social media • The “message” is two-way and not fully within our control • The internet has changed customer’s expectations- they are more informed than ever before • Requires developing, testing and refining the metrics by which our social media efforts are measured © 2012 SAP AG. All rights reserved. 9
  • 10. SAP on Social Media SAP is a social business - Facebook - Twitter - LinkedIn - YouTube - Slideshare - Google+ - Flickr - Blogs - Communities http://sap.com/social© 2012 SAP AG. All rights reserved. 10
  • 11. The SAP Community Network (SCN)Growth & Expansion 2.5M Members 1.5M UMV Launch: Launch: >100,000 Launch: EcoHub Contributors / App Store Code Business Exchange year Launch: Objects Career BPX Community Center SAP Idea Place Add University > 1M Newsletter 100K Wikis Alliances Subscribers 1M Members Community Members Launch New, Jive Rebrand: Modern SCN Forums SCN Launch: Blogs 1M Forum SAP Posts Developer Network 2003 2005 2007 2009 2012© 2012 SAP AG. All rights reserved. 11
  • 12. 30,000 1,200,000 unique individual visitors each month new members per month 230+ Countries & territories3,000+discussion posts per day 9,200 active bloggers 375+ discussion topics 272,000 total contributors 9,300,000 total messages 450 blogs per month© 2012 SAP AG. All rights reserved. 12
  • 13. SAP on FacebookSAP SAP Community Network Current Fans : 122,000+ Current Fans : 30,000+© 2012 SAP AG. All rights reserved. 13
  • 14. SAP on Twitter @SAP @SAPcommnet Followers: ~45,000 Followers: ~11,000© 2012 SAP AG. All rights reserved. 14
  • 15. SAP on Slideshare SAP SAP Community Network© 2012 SAP AG. All rights reserved. 15
  • 16. SAP on LinkedIn SAP SAP Community Network Current Members: ~107,000 Current Members: ~11,000© 2012 SAP AG. All rights reserved. 16
  • 17. SAP on YouTube SAP SAP Community Subscribers: 1,800 Subscribers: 1,750 Video Views: 191,000 Video Views: 174,000© 2012 SAP AG. All rights reserved. 17
  • 18. SAP’s Main Social Channels /SAP all /SAPCommunityNetwork 400,000 30,000 @SAP all @SAPCommNet 300,000 11,000 /company/SAP /(search for our Group) 103,000 11,000 /(google it) 2,500 /SAP /SAPCommunities 176,000 174,000 /SAP /SAPCommunityNetwork 4,800 14,000© 2012 SAP AG. All rights reserved. 18
  • 19. SapphireNowOrlando, Florida – 2012© 2012 SAP AG. All rights reserved. 19
  • 20. Over-Achievement of Social Media Goals KPI 2012 Goal As of May 16 % of Goal Mentions of “SAPPHIRE NOW” 23,000 36,500 +159% Engagement 5,000 5,500 +110% Clicks 112,500 140,000 +124% Mentions Engagement Clicks© 2012 SAP AG. All rights reserved. 20
  • 21. Visits to SAP SAP has over 90.3M visits to our digital properties each year. 6x as many people visit SAP than visit the world’s #1 tourist destination (Paris) in a year© 2012 SAP AG. All rights reserved. 21
  • 22. Visitors to SAP With over 44M unique visitors to SAP, If it were a country, we would be the 30th biggest. Larger than Argentina.© 2012 SAP AG. All rights reserved. 22
  • 23. Fans Our branded Twitter and Facebook pages have over 700,000 fans and followers. They would fill Wembley Stadium 8 times . . .© 2012 SAP AG. All rights reserved. 23
  • 24. What Analysts & Experts Say SAP is far and away the community superstar...” – Comblu, State of Online Branded Communities, Nov 2011 “Community members learn about each others implementations, so the time needed to evaluate technology solutions dramatically decreases.” - Michael Brito, Author, Smart Business, Social Business “SAP has quietly built a B2B social media juggernaut...” –Drew Neisser, Fast Company “Benefits like easier networking, industry recognition and professional development drive engagement.” Paul Gillin & Eric Schwartzman, Social Marketing to the Business Customer “You cant really have a discussion about communities without referencing the SAP Community Network. -Sameer Patel, Partner at Sovos Group, Blogger© 2012 SAP AG. All rights reserved. 24
  • 25. Summary• Shifting the Marketing Mix: • Pull Marketing through social media initiatives will play a growing role in SAP’s broader strategy• Integration is key • Social media cannot be done in isolation• Educate and train the organization on the “new marketing vision” • Social media is “organic” and not linear • It’s not a B2B or B2C mindset, but B2P: Business to People Refine metrics and Key Performance Indicators: Reach: who are we reaching & how many? Engage: such as shares, re-tweets, time spent on site Take action: click-throughs, referral traffic, information downloads, webinar registrations Extend & Share: measure satisfaction and loyalty through repeat visits, referrals, advocates for SAP © 2012 SAP AG. All rights reserved. 25
  • 26. Thank You!Contact information:Marcus StarkeSenior Vice President, Worldwide Marketing RegionsSAPmarcus.starke@sap.com@marstarke (Twitter)
  • 27. © 2012 SAP AG. All rights reserved. 27