Generate Better Results with Social Media and Multichannel Marketing


Published on : Execute multichannel campaigns, measure results, and identify the path to opportunities. Learn new ways to gain actionable insight and engage with customers through social and online channels. Hear how SAP cloud solutions help build better customer interactions, deeper customer insight, and real-time visibility.

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Generate Better Results with Social Media and Multichannel Marketing

  1. 1. Understand Your Customers CustomerThrough Social MediaTodd Merry, Chief Marketing Officer, Delaware North CompaniesJohann Wrede, Cloud Marketing, SAP
  2. 2. A diversified, global leader in hospitality and food service.Todd MerryChief Marketing Officer
  3. 3. A D I V E R S E B U S I N E S S
  4. 4. How do we understand our customer’s customer?How can we deliver a better experience?How can we do it cost effectively when interactions are fleeting?C H A L L E N G E S
  5. 5. Trip Advisor has more than 69-million monthly visitors.149% of adults learn about food via social networking.2Miller Park has over 110,000 FourSquare Check-ins from over 30,000 fans.3W H Y S O C I A L M E D I A
  6. 6. The TD Garden holds 17,565 (19,600 if you fill every suite and standing room)1NESN in 2013 has had record ratings, averaging 149K households per game2The Bruins have 1.3MM fans on Facebook, 310K followers on Twitter and 130Kweekly users of their mobile app3W H Y S O C I A L M E D I A
  7. 7. Analyze social media in different ways for different venues and services.Seed conversations to generate buzz.Develop new services and share insights with customers.O U R A P P R O A C H
  8. 8. Introduce anew productor serviceDoListen in totheconversationsourcustomersare havingListenTweak theproduct orservice basedon feedbackRe-do“This 2+pound dog is so big, ithas its own facebook page.”“Feeds a family of four!”H O T D O G T O M E A L
  9. 9. E A V E S D R O P P I N G O NT H E G I A N T S L U G G E R
  10. 10. Competitive difference in new business – new client winsProduct launches/reworks – incremental salesMonetization of social media real estate – incremental revenueCustomer engagement – critical insights in-season (and in-lockout)E A R L Y S U C C E S S
  11. 11. Leverage online communities for insight into retailCultivation of "social super fans" to extend reachIntegration of listening into central marketing systems…T H E F U T U R E
  12. 12. A diversified, global leader in hospitality and food service.
  13. 13. © 2013 SAP AG. All rights reserved. 13ENTERPRISE SOCIAL ● ANALYTICS ● MOBILE AND OFFLINEENTERPRISE SOCIAL ● ANALYTICS ● MOBILE AND OFFLINEEasy Expense ManagementFast Onboarding and TrainingRichInsightsSeamlessIntegrationIndustryContentBeautifulUserExperienceSAP Cloud for CustomerDelaware North uses SAP Cloud for Customer EARN their customers’business by knowing fans better GROW with fans astheir needs change ENGAGE fansat every step in theirjourney
  14. 14. © 2013 SAP AG. All rights reserved. 14© 2013 SAP AG. All rights reserved.No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG.The information contained herein may be changed without prior notice.Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors.National product specifications may vary.These materials are provided by SAP AG and its affiliated companies ("SAP Group") for informational purposes only, without representation orwarranty of any kind, and SAP Group shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP Groupproducts and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothingherein should be construed as constituting an additional warranty.SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG inGermany and other countries.Please see for additional trademark information and notices.