Integrating Social Media Into Your Marketing Mix

Integrating Social Media Into Your Marketing Mix
Michael Brenner
Sr. Director, Integrated Marketing
SAP

Business is Personal
“Buyers don’t want to be an object of a sale . . .
. . . but rather the subject of an experience. “
~Paul Greenberg

Introduction
Customer Evangelist: passionate about my role in marketing to bring companies and customers closer together
Blogs:
B2B Marketing Insider
Business 2 Community
SAP OnDemand Corp Blog
Twitter: @brennermichael

Introduction - SAP
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

About SAPWe Help Organizations Do What They Do...Better

“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
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

The Scream explained by Paul Wineguy

~ Paul Adams, Google:The Real Life Social Network

“Social networking is a means to an end. You need to understand what the end is.”
~ Paul Adams, Google: The Real Life Social Network

The Goal: Sales. Experience. Equity.
“Web visitors from social sites convert at 59% higher rates to sales”
~ MarketingSherpa Search Marketing Benchmark Survey

“
What are the best CRM products for a law firm?”
My suggestion is OnDemand solutions:”
“
The Goal: Sales. Experience. Equity.

It’s not about the technologies…
It’s about the relationships
It’s Not About The Technology…It’s About the Relationships

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

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

Traditional Vs. Social Marketing
Credit: Scott Sorokin, Global Digital Leader, Mindshare

Social Media MarketingWhat It Isn’t & What It Is
Think more Social…
… less Media …or Marketing

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”

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

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.

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

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

Chart used with permission. For a copy, go to:
http://socialbmr11.marketingsherpa.com/

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!

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

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Integrating Social Media Into Your Marketing Mix

by Michael Brenner

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