What is social

What Is A Social Business?Michael BrennerSr. Director, Integrated MarketingNovember 2011

Everything is Online Business is Personal“Buyers don’t want to be an object of a sale . . .. . . but rather the subject of an experience. “ ~Paul Greenberg © 2011 SAP AG. All rights reserved. Confidential 7

YOU Are the Future of Marketing Forrester CMO Mandate: Adapt or Perish: “Three out of four CMOs plan to revamp their organizations for the digital age by the end of 2011. The reason? Their initial efforts to create digital departments and outsource digital capabilities have left their organization in a state of disarray. . . To truly transform the marketing department into a more agile and innovative organization, CMOs must adopt these habits: 1) Accept change 2) Dare the status quo 3) Act continuously 4) Participate personally 5) Tear down boundaries Leaders of Adaptive Marketing organizations will grow their business faster, build stronger brands, and create a competitive advantage in both the short term and the long term.”© 2011 SAP AG. All rights reserved. Confidential 8

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” © 2011 SAP AG. All rights reserved. Confidential 9

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

The Scream explained by Paul Wineguy

~ Paul Adams, Google: The Real Life Social Network

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

The Power of Social Media: They Find You 2/3 of the country is on “Do NOT Call” list 57% of businesses have acquired acustomer through their blog 41% of B2B companies have acquired acustomer through Facebook Company websites with a blog get 55%more visitors Inbound marketing leads cost 62% lessthan outbound Center for Marketing Research at the University of Massachusetts © 2011 SAP AG. All rights reserved. Confidential 15

Most Marketers Are (Still) Behind “A powerful global conversation has begun. Through theInternet, people are discovering and inventing new ways to share relevantknowledge with blinding speed. As a direct result, markets are gettingsmarter—and getting smarter faster than most companies.” ~ Levine, Locke, Searls and Weinberger in The Cluetrain Manifesto Center for Marketing Research at the University of Massachusetts © 2011 SAP AG. All rights reserved. Confidential 16

The Goal: (Define Your Goal) Revenue!“Web visitors from social sites convert at 59% higherrates to sales” ~ MarketingSherpa Search Marketing Benchmark Survey© 2011 SAP AG. All rights reserved. Confidential 17

Social Media As A Platform For Change“Conventional marketing wisdom long held that a dissatisfiedcustomer tells ten people. But…in the new age of socialmedia, he or she has the tools to tell ten million.”~ Paul Gillin, author of The New Influencers © 2011 SAP AG. All rights reserved. Confidential 18

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 “Throw Away The Rulebook” ~ Dana Anderson, SVP Marcom Kraft © 2011 SAP AG. All rights reserved. Confidential 20

Social Networking Changing The Dynamics Of Business SALES Social isn’t just a new way of Social COMMS Social Selling HR Marketing… Social Public Recruiting Relations It’s a new way of CHANNEL Doing Business BUYING Social Social Ecosystem Procurement It’s a new way of MKTG COO Social Working Social Customer Marketing ServiceSocial media is not an interruption but a distractionmedium! © 2011 SAP AG. All rights reserved. Confidential 22

8 (Random) Closing ThoughtsWe live in a mobile-enabled, socially connected, real-time world. Where we allhave entrusted our friends, photos, music and resumes to the cloud.Businesses cannot respond fast enough. The goal of the digital marketer is todrive employee-enabled real-time social business.Audience-first in everything!Provide policy but not too much governanceDisclosure and crisis response is importantReward positive behavior publiclyPromote the expression of your diversityBe Human and encourage real story telling© 2011 SAP AG. All rights reserved. Confidential 23

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 24

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 26

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 27

Social Disasters Sept „04: June „05: Aug „05: Apr 06: Feb „07: Apr „08: Apr „09: July „09: June ‟10:Kryptonite L‟Oreal Dell Chevy Taco Bell Dove Domino‟s United BP© 2011 SAP AG. All rights reserved. Confidential 29

Social Media 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 30

Email Isn‟t Dead!#1 Method for sharing online contentWhile many have hailed the death of email marketing, email remains one ofthe most effective marketing techniques primarily because it is still theprimary way people share information.© 2011 SAP AG. All rights reserved. Confidential 33

What is social

by Michael Brenner on Nov 21, 2011

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What is social — Presentation Transcript