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Fare Social Media Marketing nel B2B: si può?
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Fare Social Media Marketing nel B2B: si può?

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Fare Social Media Marketing nel B2B: si può? L’esperienza SAP Italia. Valeria Severini, AD, Freedata Labs – Flaminio Francisci, Marketing Manager, SAP Italia

Fare Social Media Marketing nel B2B: si può? L’esperienza SAP Italia. Valeria Severini, AD, Freedata Labs – Flaminio Francisci, Marketing Manager, SAP Italia

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  • 1. Milano, 15 novembre 2012 Fare SMM nel B2B: si può? L’esperienza SAP ItaliaSeguici anche su:Facebook.com/SAPItaliaYoutube.com/SAPItaliaSlideshare.net/SAPItalia Twitta live! @SAPItalia #schf12
  • 2. Agenda del workshopValeria Severini – CEO Freedata Labs Chi è Freedata Labs Brief ed obiettivi – I numeri dei SM nel mondo – I SM nel B2B: servono? – Come fare?Flaminio Francisci – Marketing Manager SAP Italia Chi è SAP Il caso SAP Italia – Strategie – Risultati ottenuti – Lezioni apprese: our outcomes @SAPItaliaQ&A #schf12© 2012 SAP AG. All rights reserved. 2
  • 3. Chi è Freedata Labs Today 2010 2009 2008 1993 @SAPItalia #schf12© 2012 SAP AG. All rights reserved. 3
  • 4. Brief ed Obiettivi: aumenta il tempo speso onlineFonte: http://www.comscoredatamine.com/wp-content/uploads/2012/01/Time-Spent-Online-on-Key-Internet-Categories.png© 2012 SAP AG. All rights reserved. 4
  • 5. Brief ed Obiettivi: aumentano le piattaforme Social© 2012 SAP AG. All rights reserved. 5
  • 6. Brief ed Obiettivi: aumentano gli utenti dei SMFonte: http://www.nowmedia.it/2012/05/21/lo-stato-dell-arte-social-media-social-network-statistiche-a-confronto-2012-classifica-social-network/ © 2012 SAP AG. All rights reserved. 6
  • 7. Brief ed Obiettivi: quanto è social il B2B?Fonte: http://www.mediabistro.com/alltwitter/b2b-social-marketing_b20019 © 2012 SAP AG. All rights reserved. 7
  • 8. Brief ed Obiettivi: le conversazioni sui SM sono influentiFonte: http://www.slideshare.net/fullscreen/Tomtrendstream/globalwebindex-b2b-social-media-strategy-2011/5© 2012 SAP AG. All rights reserved. 8
  • 9. Brief ed Obiettivi: quindi, come fare? Grazie al patrimonio informativo raccolto con le attività di monitoring, è possibile sviluppare campagne di social media marketing articolate ed efficaci e avviare una strategia di conversazione @SAPItalia #schf12© 2012 SAP AG. All rights reserved. 9
  • 10. Strategie e risultati.L’esperienza SAP ItaliaFlaminio Francisci, Marketing Manager SAP Italia @SAPItalia #schf12
  • 11. Chi è SAP 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 @SAPItalia #schf12© 2012 SAP AG. All rights reserved. 11
  • 12. © 2012 SAP AG. All rights reserved. 12
  • 13. I nostri clienti I nostri clientiproducono oltre il producono più del65% di tè e caffè che beviamo 72% della birraogni giorno. mondiale. I nostri clientiI nostri clienti producono più delproducono più del 60% dei giocattoli e dei giochi di tutto il mondo.70% del cioccolatomondiale. © 2012 SAP AG. All rights reserved. 13
  • 14. Do we really need social media? 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. 14
  • 15. Strategia: do we really need a social strategy and execution plan? Simplify Marketing Humanize the SAP Brand Invest in People Tighten Links to the Business Develop “Pull” Marketing© 2012 SAP AG. All rights reserved. 15
  • 16. Strategia: from helping sales to sell to help customers to buy @SAPItalia #schf12© 2012 SAP AG. All rights reserved. 16
  • 17. Execution: a competence based on “try and error” approach BUY  Outside-in: partnership with  Inside-out: in-mktg-team plug of an external social expert from Freedata Labs to foster cross pollinationCOMPETENCES MAKE  link SAP social media communities and alignment with the SAP social media strategy  MKTG is the exampler: Upskill of the Italian MKTG team with dedicated training and learning by doing METHOD LISTEN  ACT ENGAGE MEASURE  ADJUST © 2012 SAP AG. All rights reserved. 17
  • 18. LISTEN: Turn a weakness in a “Social” opportunity Social Media @SAPItalia #schf12© 2012 SAP AG. All rights reserved. 18
  • 19. ACT: a consistent and selective/sustainable approach @SAPItalia #schf12© 2012 SAP AG. All rights reserved. 19
  • 20. : ACT: channels creation, by weekly editorial plan and … … cross pollinating social media team @SAPItalia #schf12 © 2012 SAP AG. All rights reserved. 20
  • 21. ENGAGE: the x-factor to win is … … the SAP people active engagement Customer Editorial Plan e moderazione Engagement Partner Employee Word of mouth @SAPItalia #schf12 © 2012 SAP AG. All rights reserved. 21
  • 22. Risultati ottenuti a oggi SAP Italia 10.860 fan Online April 2012 PeerIndex 41 Klout Score 49 Online April 2012 171.160 views Online April 2011 16.360 views Online April 2012Source: Freedata Labs November 2012PeerIndex and Klout score are relative measure of online authority. They reflects the impact of your online activities, and theextent to which you have built up social and reputational capital on the web. © 2012 SAP AG. All rights reserved. 22
  • 23. MEASURE: put the right question … … and thrust the answer3 months Italian Keywords tuning© 2012 SAP AG. All rights reserved. 23
  • 24. Lezioni apprese: our outcomes Create a corporate identity suitable for Social Media  Web listening is the key foundation for every SM decision ASCOLTO  Use few Social Media with a clear “use for”  Identify the Social Media opportunity and share the vision COMPRENSIONE  Manage Social Media with an open “try and error” approach  People is the key for Social Media execution  Cross functional social media team AZIONE  Engagement of SAP people, partners and customers based on examples© 2012 SAP AG. All rights reserved. 24
  • 25. GRAZIE! © 2012 SAP AG. All rights reserved. 25

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