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

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.

Published in: Business, Technology
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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

    1. 1. Integrating Social Media Into Your Marketing Mix<br />Michael Brenner<br />Sr. Director, Integrated Marketing<br />SAP<br />
    2. 2. Business is Personal<br />“Buyers don’t want to be an object of a sale . . .<br /> . . . but rather the subject of an experience. “<br />~Paul Greenberg<br />
    3. 3. Introduction<br /> Customer Evangelist: passionate about my role in marketing to bring companies and customers closer together<br /> Blogs:<br /><ul><li>B2B Marketing Insider
    4. 4. Business 2 Community
    5. 5. SAP OnDemand Corp Blog</li></ul>Twitter: @brennermichael<br />
    6. 6. Introduction - SAP<br /><ul><li> 109,000+ Companies Run SAP
    7. 7. In Over 120 Countries
    8. 8. 53,000+ Employees Worldwide
    9. 9. Annual Revenue Over €12.5 Billion
    10. 10. Our Mission: Make Every Customer A Best Run Business</li></li></ul><li>About SAPWe Help Organizations Do What They Do...Better<br />
    11. 11. “Social Networks have existed for as long as we have.” <br /> ~ Paul Adams, Google: The Real Life Social Network<br />
    12. 12. The Power of Social Media: They Find You <br /><ul><li>78% conduct product research online
    13. 13. Social sites #1 source for product info.
    14. 14. 91% of email users have opted out of company lists previously subscribed to
    15. 15. 2/3 of the country is on “Do NOT Call” list
    16. 16. 59% drop in email use by 12-to-17-year-olds due to social-networking
    17. 17. 57% of businesses have acquired a customer through their blog
    18. 18. 41% of B2B companies have acquired a customer through Facebook
    19. 19. Company websites with a blog get 55% more visitors
    20. 20. Inbound marketing leads cost 62% less than outbound</li></li></ul><li>The Scream explained by Paul Wineguy<br />
    21. 21. ~ Paul Adams, Google:The Real Life Social Network<br />
    22. 22. “Social networking is a means to an end. You need to understand what the end is.”<br />~ Paul Adams, Google: The Real Life Social Network<br />
    23. 23. The Goal: Sales. Experience. Equity.<br />“Web visitors from social sites convert at 59% higher rates to sales”<br />~ MarketingSherpa Search Marketing Benchmark Survey<br />
    24. 24. “<br />What are the best CRM products for a law firm?”<br />My suggestion is OnDemand solutions:”<br />“<br />The Goal: Sales. Experience. Equity.<br />
    25. 25. It’s not about the technologies…<br />It’s about the relationships<br />It’s Not About The Technology…It’s About the Relationships<br />
    26. 26. 5 Steps to Executive Buy-in<br />Show Them The World Has Changed<br />Show Them The Money<br />Answer The Hard Questions<br />Present a Strategy<br />Get Them Involved<br />
    27. 27. Social Media As A Platform For Change<br />“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.”<br />~ Paul Gillin, author of The New Influencers<br />
    28. 28. Traditional Vs. Social Marketing<br />Credit: Scott Sorokin, Global Digital Leader, Mindshare<br />
    29. 29. Social Media MarketingWhat It Isn’t & What It Is<br />Think more Social…<br />… less Media …or Marketing <br />
    30. 30. Business Has Become More PersonalOr Maybe Not So Socially Savvy?<br />Connor Riley<br />”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”<br />
    31. 31. Social Disasters<br />Sept ‘04:<br />Kryptonite<br />Feb ‘07:<br />Taco Bell<br />Aug ‘05:<br />Dell<br />Apr 06:<br />Chevy<br />Apr ‘08:<br />Dove<br />Apr ‘09:<br />Domino’s<br />June ’10:<br />BP<br />June ‘05:<br />L’Oreal<br />July ‘09:<br />United<br />
    32. 32. Social Media Triage<br />Take reasonable action to fix issue and let customer know action taken<br />Negative<br />Positive<br />Yes<br />Yes<br />No<br />Assess the message<br />Evaluate the purpose<br />Do you want to respond?<br />Does customer need/deserve more info?<br />Unhappy Customer?<br />No Response<br />Yes<br />Are the facts correct?<br />Gently correct the facts<br />Yes<br />No<br />No<br />No<br />Can you add value?<br />DedicatedComplainer?<br />Are the facts correct?<br />Yes<br />Yes<br />No<br />No<br />Yes<br />Respond in kind & share<br />Thank the person<br />Comedian Want-to-Be?<br />Explain what is being done to correct the issue.<br />Is the problem being fixed?<br />Yes<br />No<br />Yes<br />Let post stand and monitor.<br />This framework was built using the USAF Blog Triage. <br />
    33. 33. SAP Social Media Guidelines for Employees<br />Identify yourself <br />Be Honest<br />Be Respectful<br />Separate Opinions from Facts<br />Add Value<br />Be Engaged and Be Informed<br />Aim for Quality, not Quantity<br />Don't Pick Fights<br />Protect Your Privacy<br />How to Handle Media Inquiries<br />Legal Considerations<br />Social Computing and Your Primary Role<br />
    34. 34. 8 Steps To Play The Social Game<br />Define Goals / Metrics<br />Find Your Buyers<br />Define Influences (-ers)<br />Map The Org. Model<br />Set up Your Channels<br />Content / Context Strategy<br />Engagement Model<br />Enablement Plan<br />“Throw Away The Rulebook”<br />~ Dana Anderson, SVP Marcom Kraft <br />
    35. 35. Chart used with permission. For a copy, go to:<br />http://socialbmr11.marketingsherpa.com/<br />
    36. 36. Social NetworkingChanging The Dynamics Of Business<br />Social networking isn’t just a new way of Marketing…<br />It’s a new way of Doing Business<br />It’s a new way of <br />Working<br />Social media is not an interruption but a distraction medium!<br />
    37. 37. Thank You!<br />Follow Me on Twitter: @BrennerMichael<br />Email:michael.brenner@sap.com<br />Marketing Blog: B2BMarketingInsider.comSocial News Site:Business2Community.comSAP On Demand Blog:Blogs.SAP.com/OnDemand<br />
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