1.
Spotlight on Social Business
October 9 2013
Confidential
1

2.
SOCIAL MEDIA IS DISRUPTING BUSINESS
– “A new class of company is emerging – one
that uses collaborative technologies intensively
to connect the internal efforts of employees and
to extend the organization’s reach to customers,
partners and suppliers....”
Mckinsey Global Institute
“The Social Economy: Unlocking value and productivity through Social Technologies” July 2012
Confidential
2

3.
Speaker: Rob Murray, 7Summits
Senior Vice President, Sales
LinkedIn:
linkedin.com/in/robemurray
Twitter:
@robertemurray
Web:
7summitsagency.com
Email:
rob@7summitsagency.com
Get Social!
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

4.
Speaker: James Davidson, 7Summits
Vice President Digital Strategy
LinkedIn:
linkedin.com/in/jamesdavidson79
Twitter:
@jdavidson
Web:
7summitsagency.com
Email:
james@7summitsagency.com
Get Social!
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

5.
7Summits At A Glance
FOUNDED
2009
FOCUS ON SOCIAL BUSINESS
TEAM
OUR MISSION
CLIENTS SERVED
Creating online communities
that transform business and
enhance people’s lives
60+
COMPREHENSIVE CAPABILITIES
PARTNERED WITH SOCIAL
INDUSTRY LEADERS
81+
OFFICE LOCATIONS
Milwaukee, WI
Schaumburg, IL
+
Strategy
Experience
+
Technology
National Client
Reach
+
AWARDS / RECOGNITIONS
Jive
2012
MVP
Confidential & Proprietary

6.
Select 7Summits Clients
Get Social!
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

7.
Today
• • Before Bridge (Context)
Market Perspective
• • The Media Shift Model
Social Business
• • Building Bridge
MSOE Case Study: B2C
• • Business Value Delivered
SAP Hana Case Study: B2B
• • What’s Next
Questions
• Getting Started
TODAY
Confidential
7

8.
MARKET PERSPECTIVE
Confidential
8

9.
We are still at the beginning
Social transformation is expected to continue to grow significantly for the next
several years:
Mckinsey Global Institute
“The Social Economy: Unlocking value and productivity through Social Technologies” July 2012
Confidential
9

10.
Where Value is being Created
Confidential
10

11.
SOCIAL BUSINESS MODEL
Confidential
11

12.
7Summits Social Business Solution
Model
ENGAGING CUSTOMERS, EMPLOYEES, AND PARTNERS TO BUILD YOUR BUSINESS
Social
Marketing
and Outreach
External:
Employee
Centric
Communities
Internal:
Social
Business
Management
Business to Business
Business to Consumer
Customer
Centric
Communities
Business to Employee
Employee to Employee
Social
Business
Processes
Confidential
12

13.
MSOE CASE STUDY: B2C
Confidential
13

14.
Key Trends and Concepts
 Social media is the default state and media for Millennials1
 They rely on user generated content for major life and financial
decisions1
 Millennials share good and bad information freely (living life out loud) 1
 They place a high value on reputation derived from social media 1
 Millennials absorb and manage information differently than other
generations1
 Universities that create their own open communities have a much
greater degree of credibility with Millennials 2
 Social business enablement in higher education demonstrates an
immediate, measurable impact on engagement and reputation 2
Sources: 1Bazaarvoice. 2 Onlinecolleges.net
Get Social!
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

15.
Communications Misaligned
High School Students
MSOE Admissions
Communication Channels
Print
Get Social!
Phone
E-mail
Social Media
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
Mobile

16.
People Behave Socially
Student lifecycle continuum
Prospective Student
Qualified Prospect
Accepted Student
Enrolled Student
Graduate
Alumni
Facebook
MSOE Community
Opportunity?
LinkedIn
Personally
Social
Academically
Social
Professionally
Social
Get Social!
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

17.
Focus Areas: Drive Impact Across Student Life
Cycle
Consider School
Awareness /
Reputation
(“unidentified prospects”)
Thinking about being a
student
Research School Options
Which school should I
go to?
Inquiry
Our Focus
with MSOE
I should consider
MSOE
Relevancy
(“named prospects”)
Where do I stand?
Is it right for me?
Acceptance
Student Lifecycle
Application
I can go – but is it
my best option?
Deposit
Financial Aid
Enrolled/ Matriculated
Active Student
Engage / Retain
Seek & Find Employment
I’m considering
I’m intending to go
I’m there
I’m staying
I’m Preparing for my
Career
Graduate
Alumni
Get Social!
I’m Starting my
Career
I’m Sharing My
Success Story
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

18.
Online Community 101
Social Network vs. Online Community
The primary purpose of social networks & online communities is different
Social Network
Relationships
Online Community
Popular Examples include:
Popular Examples include:
•
Facebook
•
•
Apple Support Communities
LinkedIn
•
Get Social!
Business
Objectives
Primary Purpose
P
Twitter
•
•
Yahoo Answers
WebMD Communities
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

19.
Integrated Social Website
•
•
Site appears more social from the first
impression
•
Website and User Generated Content
are integrated side by side
•
Ability to find what you are looking for
quickly
•
Get Social!
Young and fresh look & feel
User experience and design is
organize around primary audiences
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

20.
Open Forums and Discussions
•
•
Answers can be provided by anyone
•
Find out what others are interested in
•
Get Social!
Questions can be asked any time
Confirm deeper fit with MSOE
through personal insights and
interactions
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

21.
Integrated Application Form
•
•
LinkedIn style completeness gauge
drove more application form submits
•
Application integrated with back
office ERP improved end to end
analytics
•
Allowed admissions counselors to see
who started the application but did
not submit
•
Get Social!
Less overwhelming application form
Streamlined internal processes
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

22.
Profile and Progress Tracker
•
•
Private area to communicate with
admission counselor
•
To Do list available and updated due
to data integration
•
Badges earned as prospective
students interact with others and
move through the process
•
Get Social!
Students and parents can see what
the next steps are in the admission
process
Streamlined Notifications
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

23.
Business Value & Results
Application and
acceptance goal
30%
Reached ‘13 application goal nine months early and acceptance
goal five months early. 7000+ registered members and growing!
Admissions team Admission counselors spent less time chasing the student and
productivity
more time interacting with them increasing productivity 30%.
2X
Enrollment
Numbers
Electrical engineering saw almost double enrollment
8%
Accepted to
Deposit
Retention rate from accepted to deposit jumped from 30% to
38% in one year for our Fall 2012 (In a down economy!)
Admission counselors spent less time chasing documents
Application
turnaround time down. We went from months to weeks!
5%
66%
Deposit Melt
Overall accepted student summer melt decreased by 5%
Outbound
Admission counselors reduced outbound calls by 66% freeing
SOURCE: Jive customer time to interact with prospective students in community.
Call volume
up
survey, (November 2012)
Get Social!
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

24.
SAP HANA CASE STUDY: B2B
Confidential
24

25.
Get Social!
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

26.
SAPHANA.com: Social Website + Community
Social media applied across the
customer lifecycle within a single
site experience.
TRANSACTION
POST-PURCHASE
Developer
Community
Marketplace
Private
Customer
Groups
SUPPORT COMMUNITY
SOCIAL COMMERCE
SOCIAL COLLABORATION
AWARENESS
CONSIDERATION
Marketing
Content
SOCIAL CONTENT
Get Social!
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

27.
Marketing Content
•
•
Get Social!
Marketing content to
build awareness for
SAP HANA features,
capabilities and
competitive
differentiation
Interactive modules
that allow users to
explore SAP HANA
technical details
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

28.
Test Drives
•
Developers can view demos and download trial versions of
SAP HANA
•
Industry-specific example solutions are provided
Get Social!
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

29.
Developer Discussions & Support
•
•
Get Social!
SAP experts monitor
discussions and
provide support to
developers
Peer support is also
provided, developerto-developer
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

30.
Marketplace
•
•
Helps customers and
partners
commercialize their
SAP HANA creations
•
Get Social!
Commerce-enabled
apps marketplace
Social content
includes ratings and
reviews
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

31.
Training
•
300+ hands-on, how-to training videos for developers
•
Supports developers’ self-directed discovery and evaluation
process
•
Developers learn from each other in discussion forums
Get Social!
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

32.
Customer Collaboration
•
•
Customers self-manage
SAP HANA environments
•
Get Social!
Private groups enable
customer collaboration
Live chat provides
intimate, personalized
customer support
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

33.
Business Value & Results
Fastest-growing
SAP product
160%
6X
More than 1,000 customers running SAP HANA in less than 18
months, the fastest uptake in SAP’s 40-year history.
Active commt’y
members
The number of active community members has increased
160% since Q1 2012.
Site
Traffic
Avg. 1.5MM monthly page-views in Q2-Q3 2013.
Efficiency
gains
Community improves efficiency and collaboration with SAP
Partners and Customers.
Research costs
The community is a source of customer insight, eliminating the
need for some research expenditures.
Training &
support costs
SAP HANA Academy delivered via community, reducing
training and support costs for SAP HANA developers.
Get Social!
Hashtag #PRSMS – Mention @prsmsummit @7summitsagency

34.
QUESTIONS?
Confidential
35

35.
Thank you
Davidson
Web
7SummitsAgency.com
Facebook facebook.com/7SummitsAgency
Your Guide to Social Media Success©
Twitter
7SummitsAgency@7SummitsAgency