Success in Social Marketing: A view from the trenches
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Presentation given at Ragan's Advanced Social Media Strategies conference in May 2012. Includes lessons based on SAP's 8+ year journey.
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Success in Social Marketing: A view from the trenches
- 1. Success in Social Marketing A view from the trenches Ted Sapountzis, Vice President Social Media Audience Marketing | May 8, 2012 @sapountzis
- 2. © 2011 SAP AG. All rights reserved. 2
- 3. © 2011 SAP AG. All rights reserved. 3
- 4. Who Is SAP? >190K customers across 25 industries and 120 countries 2.8M members in the SAP Community Network © 2011 SAP AG. All rights reserved. 4
- 5. 1,200,000 30,000 new members per month unique individual visitors each month 230+ 3,000+ Countries & territories 9,200 discussion posts per day active bloggers 375+ discussion topics 272,000 total contributors 9,300,000 total messages 450 blogs per month © 2011 SAP AG. All rights reserved. 5
- 6. SAP’s Social Journey What have we learned? Business first, then social 1 Measure, but wisely 2 Top down and bottom-up 3 Carrots, not sticks 4 The ‘F’ word(s) 5 © 2011 SAP AG. All rights reserved. 6
- 7. Think Business First 1 Understand your audience Know My Needs Let Me Find My Own Way Earn My Trust Keep Me Informed Delight Me © 2011 SAP AG. All rights reserved. 7
- 8. Focus On Their Needs 1 Embed into your business Discover Analytics Employee competency Communities Risk Management s s Listening Evaluate Content Explore fit Influencers Governance Enable the social experience © 2011 SAP AG. All rights reserved. 8
- 9. Measure, But Wisely 2 Differentiate consistently Click- Comments throughs Reach Repeat visitors Engage Category Take Action Advocate & Share Channel Audience journey use case © 2011 SAP AG. All rights reserved. 9
- 10. Less Is More 2 Resist analysis-paralysis © 2011 SAP AG. All rights reserved. 10
- 11. 3 Drive Top-Down And Bottom-Up + >70% of companies cannot rely on formal org1 1Source: The Career Path Of The Corporate Social Strategist, Altimeter Group, 2010 © 2011 SAP AG. All rights reserved. 11
- 12. 4 Think Carrots, Not Sticks Or? © 2011 SAP AG. All rights reserved. 12
- 13. Think Big, Start Small 5 Fail fast and forward Line-of- Business Existing vs. ? Focus new geographies customer Customer Focus segment industries (Large vs. SMB) © 2011 SAP AG. All rights reserved. 13
- 14. Case Study: SAP CRM Awareness Campaign Connect with an audience on their terms Objective Help me get better educated to solve my pain points (Increase SAP CRM’s market awareness) Audience Sales and Marketing executives (net new) Tactics Events Blogging Groups Influencers © 2011 SAP AG. All rights reserved. 14
- 15. Case Study: SAP CRM Awareness Campaign Going beyond the hard numbers >25 senior product >70% increase management and in share-of-voice marketing colleagues contributing Significant internal pull, additional teams adopting approach © 2011 SAP AG. All rights reserved. 15
- 16. Thank You! 1 Business first, then social Ted Sapountzis Vice President 2 Measure, but wisely Social Media Audience Marketing @sapountzis 3 Top down and bottom-up 4 Carrots, not sticks 5 The ‘F’ word(s) © 2011 SAP AG. All rights reserved. 16