The Rise Of Social Business
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The Rise Of Social Business Presentation Transcript

  • 1. The Rise Of Social BusinessSarah Goodall (@tribalimpact)Regional Head of Social Media (EMEA) at SAP
  • 2. Where Did Social Start For Me?2 Years Ago In Norway anewlifeinnorway.wordpress.com© 2011 SAP AG. All rights reserved. Confidential 2
  • 3. About SAPWe Help Organisations Do What They Do...Better Collaborate Better Adapt Better Decide Better Operate Better© 2011 SAP AG. All rights reserved. Confidential 3
  • 4. About SAPWe Help Organisations Do What They Do...Better© 2011 SAP AG. All rights reserved. Confidential 4
  • 5. Truly GlobalQuick Facts 109,000 customers 1,200+ partners 53,000 employees 75 country offices 120 countries 25 industries© 2011 SAP AG. All rights reserved. Confidential 5
  • 6. Where Did Social Networking Start At SAP?One Of The Largest Online Communities Over 2M members 20,000 new members per month 4-5M Page views a week Over 200 Countries 5000 Bloggers – 60% non-SAP 250 blog posts a month© 2011 SAP AG. All rights reserved. Confidential 6
  • 7. But Social Networking Has ChangedIt’s Gone Mainstream 72% of internet users are active on at least 1 networking site 2 Times A Day The average number of times social networking users log into their accounts 3rd Largest If Facebook were a country it would be the 3rd largesthttp://socialmediatoday.com/soravjain/237864/fascinating-social-media-facts-year-2010 © 2011 SAP AG. All rights reserved. Confidential 7
  • 8. Social Media MarketingWhat It Isn’t & What It Is© 2011 SAP AG. All rights reserved. Confidential 8
  • 9. Business Has Become More PersonalConsumers Are Socially Savvy My Starbucks Idea 50,000 new product ideas© 2011 SAP AG. All rights reserved. Confidential 9
  • 10. Business Has Become More PersonalBusiness Buyers Are Socially Savvy Using Social Media To Influence Conversations 84% C-Level Audiences Rely On Peer Feedback© 2011 SAP AG. All rights reserved. Confidential 10
  • 11. Business Has Become More PersonalEmployees Are Socially Savvy© 2011 SAP AG. All rights reserved. Confidential 11
  • 12. 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 12
  • 13. What Does This Mean For BusinessViral Impact Brings Risk & Opportunity From ”Talking At” To ”Talking With” From ”Controlled Distribution” To ”Viral Distribution” Message Control To Message Transparency© 2011 SAP AG. All rights reserved. Confidential 13
  • 14. Social NetworkingChanging The Dynamics Of Business Social networking isn’t just a SALES new way of Social COMMS Selling HR Marketing… Social Social Public Recruiting Relations It’s a new way of SAP BRAND Doing Business CHANNEL BUYING Social Social Ecosystem Procurement It’s a new way of MKTG COO Working Social Social Customer Marketing Service© 2011 SAP AG. All rights reserved. Confidential 14
  • 15. Social Public RelationsThe Rise Of Social Business SAP 505 Championships Using Social Media To Build Awareness In Non-Traditional ”Nice and cool with a sponsor that Publications understands the value of good coverage in new media.”© 2011 SAP AG. All rights reserved. Confidential 15
  • 16. Social SellingThe Rise Of Social Business Enabling Sales To Utlise Social Media To Build On Relationships With Customers© 2011 SAP AG. All rights reserved. Confidential 16
  • 17. Social MarketingThe Rise Of Social Business Integration Of Social Elements Into Campaigns & Eventshttp://www.socialmedia.org/blog/case-studies/how-sap-used-social-media-reporters-to-energize-a-corporate-event-live-from-blogwell/© 2011 SAP AG. All rights reserved. Confidential 17
  • 18. Internal Social BusinessChanging The Way We Do Business...Internally Utilising social tools to build trust and engagement internally www.jivesoftware.com© 2011 SAP AG. All rights reserved. Confidential 18
  • 19. Social Channels At SAPThe Communities We Manage Internal Ecosystem Global Branded Local Communities Community Mktg Communities Communities JIVE SBS SDN/SCN >2m Members FB – 60k Followers Knowledge Exchange Brand Focused Blogs, Forums + Resource efficient + Local language + Large communities + Highly relevant - English only - Resource intensive - Generic content - Weak brand control© 2011 SAP AG. All rights reserved. Confidential 19
  • 20. Tips For A Social BusinessSocial Integration Experience
  • 21. Social Integration#1 Guidelines & PoliciesPolicies What To Do & What Not To Do Confidentiality Responsibilities As EmployeeGuiding Principles Tips On Social Etiquette Views Are My Own!Branding Guidance Community Managers Logos, Policies, Ethics, Channel CreationCrisis Readiness Sentiment Alerts Who’s called to the room© 2011 SAP AG. All rights reserved. Confidential 21
  • 22. Social Integration#2 Structure & Resourcing© 2011 SAP AG. All rights reserved. Confidential 22
  • 23. Social Integration#3 Education & TrainingEnabling Employees: Hub & Spoke Approach Guidelines & Principles Best Practice Sharing Social BasicsEnabling The Eco-system: Partners Training – Extend The ImpactEnabling Functional Areas: Marketing Sales HR etc© 2011 SAP AG. All rights reserved. Confidential 23
  • 24. Social Integration#4 Technologies For ListeningBasic Listening Free tools Tweetsearch, Google AlertsBrand Monitoing Paid tools: Sprinklr, Radian6, Meltwater Sentiment, Share of voice, Volume, TopicsInternal Listening Internal Platforms: Jive Software, Yammer Open feedback Connect ”Knowledge Keepers” to ”Knowledge Seekers”© 2011 SAP AG. All rights reserved. Confidential 24
  • 25. Social Integration#5 Measure Return On Investment Business Executives Business Stakeholders Community Managers© 2011 SAP AG. All rights reserved. Confidential 25
  • 26. Social Integration#6 Marketing Integration Attract To The Brand Nuture Interest Derive Value Participate In Conversations Creating Communities Customer Reference Augment Existing Campaigns Nurture & Engage Prospect Referral 100% Social Campaigns Event Registration Paid Search Optimisation© 2011 SAP AG. All rights reserved. Confidential 26
  • 27. SummaryThe Rise Of Social BusinessSocial Savvy Audiences Consumers B2B Buyers EmployeesOrganisations Can Prepare For Change Policies/Guidelines Educate Employees Integrate Social Media Internally Mobilise The Eco-System Departmental IntegrationListening & Learn Number 1 Activity© 2011 SAP AG. All rights reserved. Confidential 27
  • 28. Twitter: @tribalimpactEmail: sarah.goodall@sap.comBlog: www.tribalimpact.comLinkedIn: www.linkedin.com/in/sarahgoodallBookmarks: www.delicious.com/tribalimpact
  • 29. © 2011 SAP AG. All rights reservedNo part of this publication may be reproduced or transmitted in any form or for any purpose Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystalwithout the express permission of SAP AG. The information contained herein may be Decisions, Web Intelligence, Xcelsius, and other Business Objects products and serviceschanged without prior notice. mentioned herein as well as their respective logos are trademarks or registered trademarks of Business Objects Software Ltd. Business Objects is an SAP company.Some software products marketed by SAP AG and its distributors contain proprietarysoftware components of other software vendors. Sybase and Adaptive Server, iAnywhere, Sybase 365, SQL Anywhere, and other Sybase products and services mentioned herein as well as their respective logos are trademarks orMicrosoft, Windows, Excel, Outlook, and PowerPoint are registered trademarks of Microsoft registered trademarks of Sybase, Inc. Sybase is an SAP company.Corporation.IBM, DB2, DB2 Universal Database, System i, System i5, System p, System p5, System x, All other product and service names mentioned are the trademarks of their respectiveSystem z, System z10, System z9, z10, z9, iSeries, pSeries, xSeries, zSeries, eServer, companies. Data contained in this document serves informational purposes only. Nationalz/VM, z/OS, i5/OS, S/390, OS/390, OS/400, AS/400, S/390 Parallel Enterprise Server, product specifications may vary.PowerVM, Power Architecture, POWER6+, POWER6, POWER5+, POWER5, POWER, The information in this document is proprietary to SAP. No part of this document may beOpenPower, PowerPC, BatchPipes, BladeCenter, System Storage, GPFS, HACMP, reproduced, copied, or transmitted in any form or for any purpose without the express priorRETAIN, DB2 Connect, RACF, Redbooks, OS/2, Parallel Sysplex, MVS/ESA, AIX, written permission of SAP AG.Intelligent Miner, WebSphere, Netfinity, Tivoli and Informix are trademarks or registered This document is a preliminary version and not subject to your license agreement or anytrademarks of IBM Corporation. other agreement with SAP. This document contains only intended strategies, developments,Linux is the registered trademark of Linus Torvalds in the U.S. and other countries. and functionalities of the SAP® product and is not intended to be binding upon SAP to any particular course of business, product strategy, and/or development. Please note that thisAdobe, the Adobe logo, Acrobat, PostScript, and Reader are either trademarks or document is subject to change and may be changed by SAP at any time without notice.registered trademarks of Adobe Systems Incorporated in the United States and/or othercountries. SAP assumes no responsibility for errors or omissions in this document. SAP does notOracle is a registered trademark of Oracle Corporation. warrant the accuracy or completeness of the information, text, graphics, links, or other items contained within this material. This document is provided without a warranty of any kind,UNIX, X/Open, OSF/1, and Motif are registered trademarks of the Open Group. either express or implied, including but not limited to the implied warranties ofCitrix, ICA, Program Neighborhood, MetaFrame, WinFrame, VideoFrame, and MultiWin are merchantability, fitness for a particular purpose, or non-infringement.trademarks or registered trademarks of Citrix Systems, Inc. SAP shall have no liability for damages of any kind including without limitation direct,HTML, XML, XHTML and W3C are trademarks or registered trademarks of W3C®, World special, indirect, or consequential damages that may result from the use of these materials.Wide Web Consortium, Massachusetts Institute of Technology. This limitation shall not apply in cases of intent or gross negligence.Java is a registered trademark of Sun Microsystems, Inc. The statutory liability for personal injury and defective products is not affected. SAP has no control over the information that you may access through the use of hot links contained inJavaScript is a registered trademark of Sun Microsystems, Inc., used under license for these materials and does not endorse your use of third-party Web pages nor provide anytechnology invented and implemented by Netscape. warranty whatsoever relating to third-party Web pages.SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP BusinessObjects Explorer,StreamWork, and other SAP products and services mentioned herein as well as theirrespective logos are trademarks or registered trademarks of SAP AG in Germany and othercountries. © 2011 SAP AG. All rights reserved. Confidential 29