Convincing the CFO that Social Media Adds Value

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Convincing the CFO that Social Media Adds Value

  1. 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. 2. The CFO View Of The Social World Shareholder Value - Margin - Profit - Brand - ROI© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 2
  3. 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. 4. My Background© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 4
  5. 5. About SAPWe Help Organisations Do What They Do...Better© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 5
  6. 6. Social Media Is Central To The B2B Decision Journey© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 6
  7. 7. © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 7
  8. 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. 9. Cost Per Lead A Driving Factor© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 9
  10. 10. Social Strategy At SAP© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 10
  11. 11. SAP Social Communities Host Orchestrate Participate© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 11
  12. 12. The SAP Community Network© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 12
  13. 13. © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 13
  14. 14. Social Innovation© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 14
  15. 15. The ROI Pyramid© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 15
  16. 16. SAP Social Strategy© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 16
  17. 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. 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. 19. Social CommerceChance Engagements© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 19
  20. 20. Social IntelligenceRefining Digital Content For Best Results© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 20
  21. 21. Social InsightBrand Health Competitor Social Analysis Potential cost brand crisis© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 21
  22. 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. 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. 24. Social EfficiencySAP Mentors #suithuggerPotential cost ofpaid media© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 24
  25. 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. 26. Thank You!Twitter: @sarahgoodallBlog: www.sarahgoodall.comLinkedIn: www.linkedin.com/in/sarahgoodall

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