Integrating Social Media Into Your Marketing Mix
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What is social media? What is its impact to business and how can we integrate social media into the marketing mix? ...

What is social media? What is its impact to business and how can we integrate social media into the marketing mix?

These are the questions discussed in this provocative review by Michael Brenner, Sr. Director of Global Integrated Marketing at SAP. Michael shows us that it is all about putting customers at the center of everything we do.

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  • LA PERSONA QUE ME LO ENVIO ESTA TODAVIA ASOMBRADA DE LO OCURRIDO, YA QUE ELLA DICE QUE LO HIZO POR HACERLO Y QUE PIDIO ALGO QUE CREIA CASI IMPOSIBLE DE LOGRAR PROBEMOS. * Para ti mismo di el nombre de la única persona del sexo opuesto con quien quieras estar (tres veces...)... * Piensa en algo que quieras lograr dentro de la proxima semana y repitelo para ti mismo(a) (seis veces)... * Piensa en algo que quieras que pase entre tu y la persona especial (que dijiste en el no. 1) y dilo a ti mismo/a (doce veces)... * Ahora haz un ultimo y final deseo acerca del deseo que escogiste. * Despues de leer esto tienes 1 hora para mandarlo a 15 temas y lo que pediste se te hara realidad en 1 semana. A la mayor cantidad de gente a quien lo mandes mas fuerte se hara tu deseo. Si tu escoges ignorar esta carta lo contrario del deseo te sucedera, o esto no sucedera jamas.............. Que tus días estén llenos de logros y tus noches de sueños copia y pega esto en 15 o + temas
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Integrating Social Media Into Your Marketing Mix Presentation Transcript

  • 1. Integrating Social Media Into Your Marketing Mix
    Michael Brenner
    Sr. Director, Integrated Marketing
    SAP
  • 2. Business is Personal
    “Buyers don’t want to be an object of a sale . . .
    . . . but rather the subject of an experience. “
    ~Paul Greenberg
  • 3. Introduction
    Customer Evangelist: passionate about my role in marketing to bring companies and customers closer together
    Blogs:
    • B2B Marketing Insider
    • 4. Business 2 Community
    • 5. SAP OnDemand Corp Blog
    Twitter: @brennermichael
  • 6. Introduction - SAP
    • 109,000+ Companies Run SAP
    • 7. In Over 120 Countries
    • 8. 53,000+ Employees Worldwide
    • 9. Annual Revenue Over €12.5 Billion
    • 10. Our Mission: Make Every Customer A Best Run Business
  • About SAPWe Help Organizations Do What They Do...Better
  • 11. “Social Networks have existed for as long as we have.”
    ~ Paul Adams, Google: The Real Life Social Network
  • 12. The Power of Social Media: They Find You
    • 78% conduct product research online
    • 13. Social sites #1 source for product info.
    • 14. 91% of email users have opted out of company lists previously subscribed to
    • 15. 2/3 of the country is on “Do NOT Call” list
    • 16. 59% drop in email use by 12-to-17-year-olds due to social-networking
    • 17. 57% of businesses have acquired a customer through their blog
    • 18. 41% of B2B companies have acquired a customer through Facebook
    • 19. Company websites with a blog get 55% more visitors
    • 20. Inbound marketing leads cost 62% less than outbound
  • The Scream explained by Paul Wineguy
  • 21. ~ Paul Adams, Google:The Real Life Social Network
  • 22. “Social networking is a means to an end. You need to understand what the end is.”
    ~ Paul Adams, Google: The Real Life Social Network
  • 23. The Goal: Sales. Experience. Equity.
    “Web visitors from social sites convert at 59% higher rates to sales”
    ~ MarketingSherpa Search Marketing Benchmark Survey
  • 24. “
    What are the best CRM products for a law firm?”
    My suggestion is OnDemand solutions:”

    The Goal: Sales. Experience. Equity.
  • 25. It’s not about the technologies…
    It’s about the relationships
    It’s Not About The Technology…It’s About the Relationships
  • 26. 5 Steps to Executive Buy-in
    Show Them The World Has Changed
    Show Them The Money
    Answer The Hard Questions
    Present a Strategy
    Get Them Involved
  • 27. Social Media As A Platform For Change
    “Conventional marketing wisdom long held that a dissatisfied customer tells ten people. But…in the new age of social media, he or she has the tools to tell ten million.”
    ~ Paul Gillin, author of The New Influencers
  • 28. Traditional Vs. Social Marketing
    Credit: Scott Sorokin, Global Digital Leader, Mindshare
  • 29. Social Media MarketingWhat It Isn’t & What It Is
    Think more Social…
    … less Media …or Marketing
  • 30. Business Has Become More PersonalOr Maybe Not So Socially Savvy?
    Connor Riley
    ”Cisco just offered me a job. Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work”
  • 31. Social Disasters
    Sept ‘04:
    Kryptonite
    Feb ‘07:
    Taco Bell
    Aug ‘05:
    Dell
    Apr 06:
    Chevy
    Apr ‘08:
    Dove
    Apr ‘09:
    Domino’s
    June ’10:
    BP
    June ‘05:
    L’Oreal
    July ‘09:
    United
  • 32. Social Media Triage
    Take reasonable action to fix issue and let customer know action taken
    Negative
    Positive
    Yes
    Yes
    No
    Assess the message
    Evaluate the purpose
    Do you want to respond?
    Does customer need/deserve more info?
    Unhappy Customer?
    No Response
    Yes
    Are the facts correct?
    Gently correct the facts
    Yes
    No
    No
    No
    Can you add value?
    DedicatedComplainer?
    Are the facts correct?
    Yes
    Yes
    No
    No
    Yes
    Respond in kind & share
    Thank the person
    Comedian Want-to-Be?
    Explain what is being done to correct the issue.
    Is the problem being fixed?
    Yes
    No
    Yes
    Let post stand and monitor.
    This framework was built using the USAF Blog Triage.
  • 33. 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
    Don't Pick Fights
    Protect Your Privacy
    How to Handle Media Inquiries
    Legal Considerations
    Social Computing and Your Primary Role
  • 34. 8 Steps To Play The Social Game
    Define Goals / Metrics
    Find Your Buyers
    Define Influences (-ers)
    Map The Org. Model
    Set up Your Channels
    Content / Context Strategy
    Engagement Model
    Enablement Plan
    “Throw Away The Rulebook”
    ~ Dana Anderson, SVP Marcom Kraft
  • 35. Chart used with permission. For a copy, go to:
    http://socialbmr11.marketingsherpa.com/
  • 36. Social NetworkingChanging The Dynamics Of Business
    Social networking isn’t just a new way of Marketing…
    It’s a new way of Doing Business
    It’s a new way of
    Working
    Social media is not an interruption but a distraction medium!
  • 37. Thank You!
    Follow Me on Twitter: @BrennerMichael
    Email:michael.brenner@sap.com
    Marketing Blog: B2BMarketingInsider.comSocial News Site:Business2Community.comSAP On Demand Blog:Blogs.SAP.com/OnDemand