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From Space Invaders to Angry BirdsSocial Selling – and the Transition from Open Networks to Closed CommunitiesNovember 2011
http://www.flickr.com/photos/shelleyp/© 2011 SAP AG. All rights reserved.                                            2
http://www.flickr.com/photos/achimh/   http://www.flickr.com/photos/keithallison/   http://www.flickr.com/photos/jamesboye...
http://www.flickr.com/photos/ivyfield/© 2011 SAP AG. All rights reserved.                                            4
© 2011 SAP AG. All rights reserved.   5
1.        Eye on the future                     2.        Finger on the pulse                     3.        Seat at the ta...
Social Media Adoption                                       The growth of social networks has been                        ...
Knowledge Doubles                                      Kurzweil shows that knowledge                                      ...
Eric Schmidt, Google                                      “ Between the dawn of civilization                              ...
Tech Innovation                                      There’s more power in your                                      hand ...
Can You Be Interrupted? http://news.cnet.com/8301-27083_3-10469162- 247.html?part=rss&subj=news&tag=2547-1_3-0-20© 2011 SA...
Social media is not just about sales or marketing(though it is a good place to start)                                     ...
Why Think About “Social”? The “Game Changer”                                      People are less reliant on              ...
© 2011 SAP AG. All rights reserved.   14
Demo or           Identify              Initial   Meeting/   Assess    Determine               Submit                     ...
Search, find,              Initiate     Share                                                                Request Propo...
© 2011 SAP AG. All rights reserved.   17
We needed to reframe the                                           sales process© 2011 SAP AG. All rights reserved.       ...
Use available tools (slingshot) to                                      aim the birds (each with special                  ...
The objective:                                      “eliminate the pigs”© 2011 SAP AG. All rights reserved.               ...
Developed by Rovio Mobile                                         “puzzle video game”© 2011 SAP AG. All rights reserved.  ...
“addictive game play”   win                                                   win                                         ...
Three Primary Elements            Targets                   Players       Strategies                                      ...
“Targets”                                                     Sponsor   Influencers                                      D...
“Players”         Quota                                                                  Closed                           ...
“Strategies”                                        Where do you aim?                                        What is your ...
Social Selling and Social Customer Relationships                                        How do we respond to              ...
“                                      The customer is in control of the                                      conversation...
Three Cs of Community Engagement                               Content               Cadence                  Conversation...
Players                               Targets                               Strategies© 2011 SAP AG. All rights reserved. ...
Players      Eye on the future                               Targets      Finger on the pulse                             ...
VP               Knowing your targets                                              CIO               Fish where the fish a...
Connecting Your Network 1.      How many connections do you have? 2.      How many customers are you connect to? 3.      H...
http://www.breakingcopy.com/social-media-flowchart-status© 2011 SAP AG. All rights reserved.                            34
Easy to Start, Small StepsSmall time commitment and modest  objectives:1.   Grow connections by 25%2.   Publish 12 status ...
10 Step Program1.    Training                                   6.    Make It Part of Your Day2.    Profile Makeover      ...
Measurable                                               Quick wins                                 Demonstrate value© 201...
One Connection Opens a Network of Opportunity                                             CEO         CEO                 ...
Network Becomes Your News                                      1.   Keep up-to-date with                                  ...
Supercharging Your SummaryEmploy the principles of inboundmarketing on your SummarySTOP: Using the “Summary” space tosumma...
The Open Network is Also a GatewayLessons Learned                                         Outcomes Different birds are di...
“You Always Need Another Level”© 2011 SAP AG. All rights reserved.             42
SAP Community Network                                      http://www.slideshare.net/markyolton/blogwell-20june2011-mark-y...
http://www.flickr.com/photos/42228837@N06/4220872666/© 2011 SAP AG. All rights reserved.                                  ...
PCN Connect                                      An innovative, closed community                                      plat...
Combining Open + Closed Networks                                        Customer                                        Ne...
© 2011 SAP AG. All rights reserved.   47
Thank You!Contact information:Gavin HeatonE: gavin.heaton@sap.comM: +61 404 004 516    http://www.linkedin.com/in/servanto...
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Space Invaders to Angry Birds - Social Selling and the transition from open networks to closed communities

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Social selling and the transition from open networks to closed communities has much to tell us about the changing nature of B2B engagement. Here are some lessons from the SAP Premier Customer Network.

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Transcript of "Space Invaders to Angry Birds - Social Selling and the transition from open networks to closed communities"

  1. 1. From Space Invaders to Angry BirdsSocial Selling – and the Transition from Open Networks to Closed CommunitiesNovember 2011
  2. 2. http://www.flickr.com/photos/shelleyp/© 2011 SAP AG. All rights reserved. 2
  3. 3. http://www.flickr.com/photos/achimh/ http://www.flickr.com/photos/keithallison/ http://www.flickr.com/photos/jamesboyes/© 2011 SAP AG. All rights reserved. 3
  4. 4. http://www.flickr.com/photos/ivyfield/© 2011 SAP AG. All rights reserved. 4
  5. 5. © 2011 SAP AG. All rights reserved. 5
  6. 6. 1. Eye on the future 2. Finger on the pulse 3. Seat at the table “The game had changed ...” @TimLonghurst© 2011 SAP AG. All rights reserved. 6
  7. 7. Social Media Adoption The growth of social networks has been accelerating. Daily users (August 2011):  Facebook – 310 million  StumbleUpon – 27.5 million  Twitter – 22 million  Flickr – 10 million  LinkedIn – 8 million Twitter messages (per day):  September 2010 – 90 million  January 2011 – 100 million  October 2011 – 250 million http://www.searchenginejournal.com/the-growth-of- social-media-an-infographic/32788/ http://techcrunch.com/2011/10/17/twitter-is-at-250- million-tweets-per-day/© 2011 SAP AG. All rights reserved. 7
  8. 8. Knowledge Doubles Kurzweil shows that knowledge doubles every year and has been doing every year since the 60s. How do we deal with this avalanche of information?© 2011 SAP AG. All rights reserved. 8
  9. 9. Eric Schmidt, Google “ Between the dawn of civilization through 2003, five exabytes of data was created ... Now that much is created every TWO days. ”© 2011 SAP AG. All rights reserved. 9
  10. 10. Tech Innovation There’s more power in your hand than what was used to put man on the moon© 2011 SAP AG. All rights reserved. 10
  11. 11. Can You Be Interrupted? http://news.cnet.com/8301-27083_3-10469162- 247.html?part=rss&subj=news&tag=2547-1_3-0-20© 2011 SAP AG. All rights reserved. 11
  12. 12. Social media is not just about sales or marketing(though it is a good place to start) Every organizational unit is being impacted by social SALES Sales or marketing is an obvious first step for Social Selling most enterprises. Aberdeen Group recently COMMS HR reported (June 2011) that 53% of retailers are Social Public Social pressured by increased consumer use of Relations Recruiting social media. Your But it’s not just about “listening” or Business monitoring, it’s about shadowing the CHANNEL COO constant shifts in customer affinity. Social Social Customer Ecosystem Service  Gain customer intelligence MARKETING  Identify new sales targets Social Marketing  Develop closer relationships  Shorten buying cycles  Grow your prospect base© 2011 SAP AG. All rights reserved. 12
  13. 13. Why Think About “Social”? The “Game Changer” People are less reliant on advertising They are researching options before they commit Decision makers are turning to their trusted networks for advice at all phases of the sales cycle And so should we!© 2011 SAP AG. All rights reserved. 13
  14. 14. © 2011 SAP AG. All rights reserved. 14
  15. 15. Demo or Identify Initial Meeting/ Assess Determine Submit Proof of Purchase buyer Contact Call Needs Budgets Concept Proposal Outbound Sales© 2011 SAP AG. All rights reserved. 15
  16. 16. Search, find, Initiate Share Request Proposal research Contact Project Info Website Download Share Engage in and and View Specs Demo Resources© 2011 SAP AG. All rights reserved. 16
  17. 17. © 2011 SAP AG. All rights reserved. 17
  18. 18. We needed to reframe the sales process© 2011 SAP AG. All rights reserved. 18
  19. 19. Use available tools (slingshot) to aim the birds (each with special abilities) at structures© 2011 SAP AG. All rights reserved. 19
  20. 20. The objective: “eliminate the pigs”© 2011 SAP AG. All rights reserved. 20
  21. 21. Developed by Rovio Mobile “puzzle video game”© 2011 SAP AG. All rights reserved. 21
  22. 22. “addictive game play” win win win win© 2011 SAP AG. All rights reserved. 22
  23. 23. Three Primary Elements Targets Players Strategies a h s© 2011 SAP AG. All rights reserved. 23
  24. 24. “Targets” Sponsor Influencers Distractions Stakeholders Don’t forget to smell these© 2011 SAP AG. All rights reserved. 24
  25. 25. “Players” Quota Closed Account ExecutiveSales VP© 2011 SAP AG. All rights reserved. 25
  26. 26. “Strategies” Where do you aim? What is your angle? Direct/indirect? Focus and effort? a h s© 2011 SAP AG. All rights reserved. 26
  27. 27. Social Selling and Social Customer Relationships How do we respond to these complexities? Using the scale and reach of social networks to accelerate and extend the sales process.© 2011 SAP AG. All rights reserved. 27
  28. 28. “ The customer is in control of the conversation. SCRM is the company’s response to the customer’s control of the conversation. There is no joint ownership of the conversation. But there is no control by one or the other of the relationship between them. Though the “power balance” can lean toward one or the other. Right now it leans to the customer. ”http://bit.ly/rAzQGx© 2011 SAP AG. All rights reserved. 28
  29. 29. Three Cs of Community Engagement Content Cadence Conversation • Source • Timing + Pace • Monitor + Respond • Transform • Orchestration • Identify + Leverage • Coach • Message Discipline Influencers • Tag + Spotlight • Ride the Waves • Collaboration • Consumption • Drive + Leverage Campaigns© 2011 SAP AG. All rights reserved. 29
  30. 30. Players Targets Strategies© 2011 SAP AG. All rights reserved. 30
  31. 31. Players Eye on the future Targets Finger on the pulse Strategies Seat at the table© 2011 SAP AG. All rights reserved. 31
  32. 32. VP Knowing your targets CIO Fish where the fish are Connecting the dots© 2011 SAP AG. All rights reserved. 32
  33. 33. Connecting Your Network 1. How many connections do you have? 2. How many customers are you connect to? 3. How many colleagues are in your network?© 2011 SAP AG. All rights reserved. 33
  34. 34. http://www.breakingcopy.com/social-media-flowchart-status© 2011 SAP AG. All rights reserved. 34
  35. 35. Easy to Start, Small StepsSmall time commitment and modest objectives:1. Grow connections by 25%2. Publish 12 status updates3. 10 step, assisted program© 2011 SAP AG. All rights reserved. 35
  36. 36. 10 Step Program1. Training 6. Make It Part of Your Day2. Profile Makeover 7. Amplify Campaigns and Themes3. Connect to People You Know: 8. Direct Contact:  Outlook plugin  Look to stakeholders and influencers  Connect to colleagues  Ask for introductions  Follow companies 9. Follow Guidelines4. Connect to People You Need  Corporate guidelines  Advanced search 10. Supercharge Your Summary  Reachable5. Participate in your network  Status updates, thought leadership  Groups © 2011 SAP AG. All rights reserved. 36
  37. 37. Measurable Quick wins Demonstrate value© 2011 SAP AG. All rights reserved. 37
  38. 38. One Connection Opens a Network of Opportunity CEO CEO CEO CEO CEO CEO CFO CEO CEO CEO CEO CEO CEO CIO© 2011 SAP AG. All rights reserved. 38
  39. 39. Network Becomes Your News 1. Keep up-to-date with your contacts through Profile feed 2. Use LinkedIn Today to see what is relevant and important in your network 3. Participate and engage with your network in the one place© 2011 SAP AG. All rights reserved. 39
  40. 40. Supercharging Your SummaryEmploy the principles of inboundmarketing on your SummarySTOP: Using the “Summary” space tosummarize your experience.START: Using it to put forward your valueproposition to any contact.Explicitly: Welcome people to your profileDescribe recent scenarios or use caseswhere you have delivered results to yourcustomersExplain why someone should contact you © 2011 SAP AG. All rights reserved. 40
  41. 41. The Open Network is Also a GatewayLessons Learned Outcomes Different birds are different  Even the most uncommitted Those from the Twitter program picked up LinkedIn participant grew their network more aggressively by 20% Most people overestimate their expertise  Many participants grew their networks by over 40% Momentum is only achieved through participation (ie you have to engage with the concept before you see  It takes longer than you can success) imagine© 2011 SAP AG. All rights reserved. 41
  42. 42. “You Always Need Another Level”© 2011 SAP AG. All rights reserved. 42
  43. 43. SAP Community Network http://www.slideshare.net/markyolton/blogwell-20june2011-mark-yolton-sap© 2011 SAP AG. All rights reserved. 43
  44. 44. http://www.flickr.com/photos/42228837@N06/4220872666/© 2011 SAP AG. All rights reserved. 44
  45. 45. PCN Connect An innovative, closed community platform connecting information, knowledge and people from SAP and the network of premier customers.  Not all information – just the most relevant (self service)  Support the customer decision making process  Connect customers with each other© 2011 SAP AG. All rights reserved. 45
  46. 46. Combining Open + Closed Networks Customer Network 1. Eye on the future 2. Finger on the pulse 3. Seat at the table Open Closed Network Network© 2011 SAP AG. All rights reserved. 46
  47. 47. © 2011 SAP AG. All rights reserved. 47
  48. 48. Thank You!Contact information:Gavin HeatonE: gavin.heaton@sap.comM: +61 404 004 516 http://www.linkedin.com/in/servantofchaos @servantofchaos
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