Integrate Social Media Into Your Marketing

Integrating Social Media Into The B2BMarketing MixMichael BrennerSr. Director, Integrated Marketing, SAPCo-Founder, Business2Community.com@BrennerMichael

I’m Not the Social Guy!Customer Evangelist: passionate about my role in marketing to bring companiesand customers closer together Email: michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.com Social News Site: Business2Community.com Twitter: @brennermichael © 2011 SAP AG. All rights reserved. Confidential 2

What is Marketing? “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… … The aim of marketing is to make selling superfluous.” ~ Peter F. Drucker “Marketing is too important to be left to the marketing department.” ~ David Packard© 2011 SAP AG. All rights reserved. Confidential 6

Marketing is Hard! Consumers are bombarded with over 2,000marketing messages per day More than 200 Million Americans have joinedthe U.S. “Do Not Call” list 86% of people skip television ads 44% of direct mail is never opened 99.9X% of banner ads do not receive clicks Less than 1% of B2B emails don’t produce asingle click. Buyers wait until they have completed 60% to80% of their research before reaching out tovendors.© 2011 SAP AG. All rights reserved. Confidential 7

Or This… (“The Future of Media”) "Were seeing platform, technology, and content all converging, and its happening quickly,“ Its exciting to me. Theres an appetite for more original content than ever, and I have a company that creates content, whether its distributed in short form, reality form, live form, or game form.“ ~CNN / Fortune 1/3/12© 2011 SAP AG. All rights reserved. Confidential 10

AMEX Open Forum•“Help Small Businesses Do More Business”• All original content • articles, blogs, research, surveys, contests• Community / connections • Find an expert• White labeled services • SEO, Creative, (new) BusinessApps• Heavily branded / CTA “Apply For A Card”• Personalization• 1M visitors per months• “Largest source of new card members” © 2011 SAP AG. All rights reserved. Confidential 11

“Social Networks have existed for as long as we have.” ~ Paul Adams, Google: The Real Life Social Network

The Power of Social Media: They Find You 57% of businesses have acquired acustomer through their blog 41% of B2B companies haveacquired a customer throughFacebook Company websites with a blog get55% more visitors Inbound marketing leads cost 62%less than outbound Center for Marketing Research at the University of Massachusetts © 2011 SAP AG. All rights reserved. Confidential 14

Proof of a Social Business? Source: Sirius DecisionsTrend: Inbound Marketing Comes of AgeSiriusPerspective: The reality is that prospects find you when they’reready; effective digital and inbound marketing makes you easier to find Primary Lead Source Analysis 100% 90% 80% 70% 55% 58% 71% 60% Web 50% Direct Mail 40% Email 19% Events 30% 21% 20% 11% 14% 9% 10% 6% 15% 12% 9% 0% 2009 © 2011 SAP AG. All rights reserved. 2010 2015 Confidential 16

8 Steps To Play The Social Game1. Define Goals / Metrics2. Find Your Buyers3. Define Influences (-ers)4. Map The Org. Model5. Set up Your Channels6. Content / Context Strategy7. Engagement Model8. Enablement Plan © 2011 SAP AG. All rights reserved. Confidential 17

Social Media Marketing Use Cases And Tactics Where and how do we start? High Marketing- wide Medium priorities1 Low Social Media Marketing DISCOVER SAP EXPLORE SOLUTIONS EVALUATE FIT Plays Audience use-  Find and/or familiarize  Investigate how SAP’s  Understand and respond cases with SAP brand new offering better solves to my questions in a (not exhaustive) my problems timely fashion  Find and/or familiarize with SAP solutions  Gain continuous insight  Connect at/in  Address my concern(s) about SAP’s solutions personal/virtual events and beyond  Educate me to make a better/more informed decision  Showcase and share my success with peers ENABLE & ORCHESTRATE Build community Develop audience presence (on Curate and deliver Build Listening Measure Implement riskSocial Media engagement plan domain, if relevant content Capabilities performance managementcapabilities and SM)(shared Accelerate Deliver social mediabuilding Nurture, listen & employee Drive Governance Integrate with other aware programs Leverage engage routes-to-market influencersblocks) participation and campaigns1 Does not imply existing activities will be stopped © 2011 SAP AG. All rights reserved. Confidential 21

KPI Framework What do we measure?Social MediaMarketing DISCOVER SAP EXPLORE SOLUTIONS EVALUATE FITPlaysMeasurementCategories (as How satisfied areapplicable by prospects/customersuse case) EXTEND & Who and how large with the engagement REACH SHARE is the audience or and how likely are they reach of a message? to share it with others? How likely are prospects/customers TAKE to take action as a ENGAGE What is the quality of ACTION result of the the interaction and engagement? experience? © 2011 SAP AG. All rights reserved. Confidential 22

KPI Framework by Social Media PlayMetrics examples in each measurement category, narrowed by play Social Media REACH ENGAGE TAKE ACTION EXTEND & SHARE (audience - who & how many?) (engagement focus & quality) (response to call to action) (satisfaction and loyalty) Plays Typical measure: Volume Typical measure: Interaction Typical measure: Click-Thru Typical measure: Share • # of fans, followers • # of retweets or shares • click-thru on bit.ly links • # of repeat visitsDISCOVER SAP • # of brand mentions • # of DMs • referral traffic from social • # of shares (Become familiar with (listening) • Sentiment & topic of brand networks & communities • change over time inSAP and its capabilities) • Social footprint mentions (listening) volume/reach measures • Time spent on site • brand-level message • Answer/reply % resonance (listening) Typical measure: Volume Typical measure: Interaction Typical measure: Conversion Typical measure: Repeat • # of visits to solution blog • # of comments • # of downloads of solution • # of repeat visits EXPLORE • Traffic to solution sections • # of poll/survey responses whitepaper • # of referrals to friends SOLUTIONS of on-domain communities • # of review rating scores • # of webinar registrations • change over time in(collaborate to learn and • # of solution-level mentions entered for solution volume/reach measures exchange ideas) (listening) • Sentiment & topic for • solution-level message • solution-level mentions solution mentions (L) resonance relative to competitors (L) • Answer/reply % for solution forums Typical measure: Profile Typical measure: Depth Typical Measure: Conversion Typical measure: Retention • Audience demographics • Time spent on virtual • # of participants in virtual • # of repeat registrations to and fit to customer profile platforms, tools or events virtual event • Audience size relative to collateral on SAP sites • # of leads • # of inquiries / leads from EVALUATE FIT potential market oppty • Bounce/exit rates • # Marketing Generated install base (Continue dialog to • Influencer profile (listening) • Click-thru on 2nd level links Opportunities (MGOs) • Change over time in advance interest) • # of “helpful” answers on • Share of total inquiries / solution-level sentiment, community total leads / total MGO absolute & relative to • # of highly active competitors(L) community members • Change over time in # of • Change over time in brand defenders and solution-level mentions (L) advocates© 2011 SAP AG. All rights reserved. Confidential 23

SAP Brand Channels Launched April 2010 August 2010 Dec 2010 May 2011 Nov 2011 Followers 96,000 16,000 95K (views) 92,000 1,000 Interaction 6% 145% n/a 1% ? Rate Clicks / Month thousands Tens of 000’s n/a hundreds ? •Humanize brand •Driving clicks •Polished •Target audience Strengths •Light interaction •#SAPChat storytelling •Business context TBD© 2011 SAP AG. All rights reserved. Confidential 25

Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, (August 31, 2011) Available at for download at: http://www.altimetergroup.com/research/reports© 2011 SAP AG. All rights reserved. Confidential 27

5 Steps to Executive Buy-in1. Show Them The World Has Changed2. Show Them The Money3. Answer The Hard Questions4. Present a Strategy5. Get Them Involved © 2011 SAP AG. All rights reserved. Confidential 28

SAP Social Media Guidelines for Employees Identify yourself Be Honest Be Respectful Separate Opinions from Facts Add Value Be Engaged and Be Informed Aim for Quality, not Quantity Dont Pick Fights Protect Your Privacy How to Handle Media Inquiries Legal Considerations Social Computing and Your Primary Role© 2011 SAP AG. All rights reserved. Confidential 29

Social Organizational Models•Centralized•De-centralized•Hub and Spoke•Multiple Hub and Spoke•Honeycomb On average, 1 out of 330 employees publishes on social media for business. Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) © 2011 SAP AG. All rights reserved. Confidential 30

Social Media Response Management Triage Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Assess the Does customer Do you want Evaluate the need/deserve more to respond? message purpose info? No Yes Unhappy Yes Are the facts No Gently correct the Response Customer? correct? facts No Yes Can you add No Dedicated Yes Are the facts No value? Complainer? correct? No Yes Is the Explain what is being Respond in Thank the Comedian Yes problem done to correct the kind & share person Want-to-Be? being fixed? issue. No YesThis framework was built using the USAF Blog Triage. Let post stand and monitor. © 2011 SAP AG. All rights reserved. Confidential 31

SAP Community Network > 2.4 million members strong > 200 countries and territories Members ~ 20,000 new members / month ~ 1.5 million unique visitors / month > 4 million visits @ 20 million pages / month Traffic > 200,000 have contributed (ever) > 115,000 last year w/ 2,500 top contributorsContributors ~ 8,000 bloggers … 100+ SAP Mentors … ~ 4,000 posts / day in 350+ forums ~ 2 million topic threads @ 7M messages “SAP Community Network Momentum ~ 2 million monthly newsletter impressions may be the most extensive use to date of social media by a ~ 750+ SAP ecosystem solutions corporation.” Thousands of demos and trials delivered Leveraging the Talent-Driven Organization The Impact Serving >200 countries @ all industries Aspen Institute - 2010 © 2011 SAP AG. All rights reserved. Confidential 33

What’s Next: Social Paid Audience AcquisitionGoal: Grow membership of existing online communities Creative: Target: Employee Size: 50-200 employees Geography: Global (Primary English-speaking markets priority) Title Level: Manager + KPIs: Facebook: Increase number of “likes” LinkedIn: Increase number of members© 2011 SAP AG. All rights reserved. Confidential 34

What’s Next? Social Business•Social Selling•Rapid Customer Response•Integrated Product Co-Development•Full Employee Engagement (Employees as Brand)• Local / Mobile . . .© 2011 SAP AG. All rights reserved. Confidential 37

Marketers Greatest Challenge Today: Become PublishersHave the content our audience needs . . . . . . distributed in the channels they use.Created, Curated and Syndicated content to create conversations• For each buyer journey stage• For all “personas” that influence the buying process at each stage• For all their media channels © 2011 SAP AG. All rights reserved. Confidential 38

Thank You!More charts in the appendix… Email: michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.com Social News Site: Business2Community.com Twitter: @brennermichael © 2011 SAP AG. All rights reserved. Confidential 39

http://www.b2bmarketinginsider.com	945
http://www.business2community.com	424
http://www.sociallyperforming.com	117
https://fronter.com	78
http://www.scoop.it	58
http://ernesthschan.wordpress.com	35
http://blogs.sap.com	26
http://us-w1.rockmelt.com	25
http://www.twylah.com	21
http://cargocollective.com	4
http://kapilapshankar.com	4
http://tweetree.com	3
http://www.onlydoo.com	3
http://feeds.feedburner.com	2
http://translate.googleusercontent.com	2
http://news.cbsmedia.biz	2
https://twitter.com	2
http://qobesa-computer.blogspot.com	1
http://tweets.janetcallaway.com	1
http://voluntaripeulitacopilariei.ro	1
http://conversation.ecairn.com	1
http://tweets.socialmouths.com	1
http://tweets.jureklepic.com	1
http://webcache.googleusercontent.com	1

Integrate Social Media Into Your Marketing

by Michael Brenner on Jan 27, 2012

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