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Convincing the CFO that Social Media Adds Value
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Convincing the CFO that Social Media Adds Value

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  • 1. Convincing The CFO That B2B Social Media Can Be AProfit Center Generator Rather Than A Cost DrainSarah GoodallHead of Social Media, EMEA #csmb2b @sarahgoodall
  • 2. The CFO View Of The Social World Shareholder Value - Margin - Profit - Brand - ROI© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 2
  • 3. A Profit Center “A section of a company treated as a separate business. Thus profits or losses for a profit center are calculated separately”© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 3
  • 4. My Background© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 4
  • 5. About SAPWe Help Organisations Do What They Do...Better© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 5
  • 6. Social Media Is Central To The B2B Decision Journey© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 6
  • 7. © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 7
  • 8. Changing Face Of B2B Marketing Change in sales Sales engage later with more informed customers Change in marketing Transition more of our efforts to inbound© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 8
  • 9. Cost Per Lead A Driving Factor© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 9
  • 10. Social Strategy At SAP© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 10
  • 11. SAP Social Communities Host Orchestrate Participate© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 11
  • 12. The SAP Community Network© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 12
  • 13. © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 13
  • 14. Social Innovation© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 14
  • 15. The ROI Pyramid© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 15
  • 16. SAP Social Strategy© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 16
  • 17. Social Innovation  10,136 Ideas  508 Under Review  265 Delivered Ideas  7,771 Comments  45,140 Votes Voting Potential cost of R&D saved© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 17
  • 18. Social CommerceAutomated Tracking Of Social Influence On Revenue SAPPHIRE NOW 2012 40,200 Tweets, Facebook Posts YouTube Videos and Blogs related to SAPPHIRE NOW have been published Non-SAP SAP: 27% employees: 73% Channel Registrations Facebook 122 Twitter 38 Ambassadors 22 YouTube 5 LinkedIn Ads 5 LinkedIn Updates 4 Revenue Influenced© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 18
  • 19. Social CommerceChance Engagements© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 19
  • 20. Social IntelligenceRefining Digital Content For Best Results© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 20
  • 21. Social InsightBrand Health Competitor Social Analysis Potential cost brand crisis© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 21
  • 22. Social InsightSAPPHIRE NOW Customer Profiling 15% of Attendees Twitter Handles were identified 25% followed @SAPPHIRENOW Built a profile around key attendees Potential cost of sales time© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 22
  • 23. Social EfficiencyCost of Support Why People Join The SAP Community Network Download & Curriculum 1% Networking 17 % Tutorials 29 % Other 2% ProdDocs 8%Potentialcost of Professional & Reputation 8%support Troubleshootenquiries 35 %© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 23
  • 24. Social EfficiencySAP Mentors #suithuggerPotential cost ofpaid media© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 24
  • 25. RecapThree levels of metrics & use the right one for theright audience: • Business Metrics • Social Media Analytics • Engagement DataMeasure Social Media value against an activity: • Innovation • Efficiency • Commerce • Intelligence • Insight© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 25
  • 26. Thank You!Twitter: @sarahgoodallBlog: www.sarahgoodall.comLinkedIn: www.linkedin.com/in/sarahgoodall