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Developing and Managing a Social Media Site for Small and Midsized Business


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Best Practices in Innovative Marketing 2.0 with the use of online communities and social media channels. SAP and Social Media Today's MyVenturepad has proven ROI which has been cited by leading research firms for its best practices in marketing to SMEs (small and mid-sized enterpises).

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Developing and Managing a Social Media Site for Small and Midsized Business

  1. 1. Social Media 4 ROI A Case in Proof: Developing and Managing a Social Media Site for Small and Midsized Business
  2. 2. Best Practices in Social Media Marketing: Business Outcomes, Success we can Measure! <ul><li>Awareness and Buzz including mentions in Mainstream Press </li></ul><ul><li>Featured questions on LinkedIn to generate on the order of 20% of our net new prospects </li></ul><ul><li>Over 100 influencers on board including reach to hundreds of thousands of followers on twitter </li></ul><ul><li>Filling the sales pipeline to the tune of hundreds of thousands of dollars. </li></ul><ul><li>Noted by leading thinktanks as a “Best Practices” for marketing to small and midsized business </li></ul>
  3. 3. Who Where is your “customer”? Traditional marketing tools (, newsletters, …) = one-way push, limited reach Sap. com Social Media Can Help Where potential target companies / customers are… associations Peers Chamber of commerce partners
  4. 4. Where Who are your influencers? Identify, Engage, Leverage, Measure. Classification of Influencers Research & Thought Leadership: ‘ Swath’ Influencers: Web 2.0: Case studies, research, high magnitude, C-suite, Compliance Market segment-specific MVP bloggers, social networks, feeds Community of Interest Accountants, Attorneys, SME business professional advisors VC and Private Equity Women Executives, Women Managed Entrepreneurs, Regions Domain-specific, CRM, BI, ERP Social Networks, SaaS <ul><li>Accounting : </li></ul><ul><li>xxx </li></ul><ul><li>Legal / Compliance </li></ul><ul><li>xxx </li></ul><ul><li>Xxx </li></ul><ul><li>xxx </li></ul><ul><li>Business Analytics </li></ul><ul><li>xxx </li></ul><ul><li>VC: </li></ul><ul><li>Xxx </li></ul><ul><li>Xxx </li></ul><ul><li>Xxx </li></ul><ul><li>PE </li></ul><ul><li>xxx </li></ul><ul><li>Women: </li></ul><ul><li>Xxx </li></ul><ul><li>xxx </li></ul><ul><li>xxx </li></ul><ul><li>China </li></ul><ul><li>xxx </li></ul><ul><li>YEO : </li></ul><ul><li>Xxx </li></ul><ul><li>Xxx </li></ul><ul><li>Xxx </li></ul><ul><li>Xxx </li></ul><ul><li>xxx </li></ul><ul><li>Regions : </li></ul><ul><li>Xxx </li></ul><ul><li>xxx </li></ul><ul><li>CRM </li></ul><ul><li>Xxx </li></ul><ul><li>xxx </li></ul><ul><li>BNT4SME </li></ul><ul><li>Xxx </li></ul><ul><li>xxx </li></ul><ul><li>Business Analytics </li></ul><ul><li>xxx </li></ul><ul><li>ERP </li></ul><ul><li>xxx </li></ul><ul><li>Social Networks </li></ul><ul><li>MyVenturepad </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>SaaS </li></ul><ul><li>Xxx </li></ul><ul><li>Xxx </li></ul><ul><li>xxx </li></ul>
  5. 5. Objectives for the SME Community: Address the Pain of Small and Mid-sized business <ul><li>Objectives for SAP: </li></ul><ul><li>Increase SAP brand awareness in the SME market </li></ul><ul><li>Aggregate bloggers and influencers of interest to small business </li></ul><ul><li>Establish SAP as a trusted advisor to small business </li></ul><ul><li>Create and drive lead generation for SME sales </li></ul>
  6. 6. <ul><li>MyVenturepad is BIG News for emerging growth companies! </li></ul><ul><li>MyVenturepad is a moderated online growth business community for 2000+ owners and managers of small and midsized companies, and for the professionals who advise them. Its produced by SocialMediaToday, the leading bloggers/thinkers on Social Media and Web 2.0, and sponsored by SAP. </li></ul><ul><li>It’s a great place to find answers and insights to help you manage and grow your business. By registering for the site, you’ll be able to connect with some of the world’s best bloggers and influencers of growth companies. MyVenturepad’s sub-communities drive topics such as Deal Makers, Finance, Green Business, Managing People and Leadership, which will help you focus on what’s most important to you. Join the conversation! </li></ul><ul><li> </li></ul>MyVenturepad: Letting the Conversation take shape
  7. 7. MyVenturePad ( M VP) Promotional Assets BANNER AD: Promotion for SAP Hard Offer: “Fast Start for SAP All-In-One” BADGE Promotion: Economic Stimulus package “eBOOK” BLOGS: Blogger Outreach, Achieving hundreds of views, featuring 100 influencers, includes a few SAP spokespeople.
  8. 8. MyVenturepad Growth and Milestones: 2000 + members 24 ms: 11/09 12 ms: 12/08 18 ms: 06/09 <ul><li>Phase 1: Intro </li></ul><ul><li>MVP Membership: </li></ul><ul><li>500 by April, 2008 </li></ul><ul><li>Seismic Event: </li></ul><ul><li>Key influencers added: Seth Godin, Jeff Cornwall, Guy Kawasaki etc. </li></ul><ul><li>Produced “Social Media to Grow your Business” Webinar with Seth Godin. </li></ul><ul><li>Phase 3: Leverage & Demand Gen </li></ul><ul><li>MVP Membership: </li></ul><ul><li>2001 SMEs by June 24, 2009 </li></ul><ul><li>Seismic Event(s) </li></ul><ul><li>eBOOK: “What the Economic Stimulus package means for Growing Business” SAP, MVP and drove 250 leads -> SME Funnel </li></ul><ul><li>  500 more leads </li></ul><ul><li>Over 10’000 uniques per month consistently </li></ul><ul><li>Phase 4: Global </li></ul><ul><li>MVP membership: </li></ul><ul><li>3500 + January 1, 2010 ~ </li></ul><ul><li>Seismic Event (s) </li></ul><ul><li>ByDesign GTM </li></ul><ul><li>China Language </li></ul><ul><li>Spanish language </li></ul><ul><li>Region-specific (BRIC) </li></ul>1000 1500 2000 500 6 ms Apr 08 <ul><li>Phase 2: Demand Gen </li></ul><ul><li>MVP Membership: </li></ul><ul><li>1200 by December 30, 2008 </li></ul><ul><li>Seismic Event(s) </li></ul><ul><li>“ Weathering the Economy” paper and webinar series. </li></ul><ul><li>972 leads for total event </li></ul><ul><li>200 new leads for SME funnel through MVP </li></ul>Nov07 # of community members (SMEs)  Time 
  9. 9. Blogger Outreach through SAP and MyVenturepad bloggers We’ve initiated “Blogger outreach” to SAP bloggers and MyVenturepad bloggers to get their followers to join up and participate in the webinar. They place this badge and other assets on their websites, and blog & tweet about us, and more
  10. 10. Other Channels We’ve Leveraged Include: LinkedIn: The Featured Question, The Poll... …
  11. 11. Twitter channel. “How the Influence Flies” Our message  Influencers  Customers Social Media Today twitter API SAP Team @PGreenbe: SAP took some business leadership, rather than following the easier path of technology sales, during the current crisis @GuyKawasaki: SAP and MyVenturepad “The Stimulus” What it means for your business. SAP Partners & Customers Influencer Engagement Models
  12. 12. How to Build and Engage a Community of SME Influencers <ul><li>Engage influencers in Creative and Meaningful ways </li></ul><ul><li>Promote active engagement, enabling SMEs and growth companies to solve critical business issues </li></ul><ul><li>Listen, observe without actually inserting ourselves into the conversation </li></ul>
  13. 13. Tweaking It: Social Network Fine-Tuning Builds Participation, Leads and Buzz © SAP 2007 / Page <ul><li>While SAP/SMT team tracked comments and the subsequent interaction, we found too much competition in the broad market. </li></ul><ul><li>A subset of the most popular influencers were those who targeted a slightly different segment of the small business market – a segment more appropriate to SAP’s goals </li></ul><ul><li>That subtle shift among the posters, readers and community members prompted the team to quickly re-engineer the site and tweak MVP to better serve that audience and create passion and affiliation </li></ul>“ In the current market, where broad-based media is eroding rapidly, creating, developing and defending niche content will win the day.” – Andrew Heyward
  14. 14. Leveraging MVP as a Platform for Lead Generation and Brand Building: … Changing the Way We Do Volume Marketing <ul><li>Build awareness via word-of-mouth </li></ul><ul><li>Engagement by conversation </li></ul><ul><li>Drive higher volume via broader reach </li></ul><ul><li>Enable fast monitoring & feedback </li></ul>Hypothesis Experiments Jun ~ Jul 2009 Sep ~ Nov 2008 Disclaimer: Still early & evolving, still learning, limited experi., mostly campaign focused… Social Media Can Help
  15. 15. Measuring the Results: “Weathering the Economy” Forum 10 thought leaders (economists, experts, SAP customers) What We Did: <ul><li>1,000+ registrations </li></ul><ul><li>Plus: </li></ul><ul><li>online responses </li></ul><ul><li>webinar attendees </li></ul><ul><li>marketing leads </li></ul><ul><li>prospects </li></ul><ul><li>new contacts </li></ul><ul><li>existing prospects </li></ul>3 live webinars (Sep 25 th , Oct 22 nd , Nov 20 th ) 2 online forums (, WTE Forum Campaign Generated Media Interest: … Discussion Forums, Blogging, social networking, Twitter, etc. CTO, PolyGlass CEO, Social Media Today Director, Professor, PSU CEO, Jana Matthews Group
  16. 16. Buzz and Awareness By “Word-of-Mouth” 6,000 followers 150,000 followers 2,200 followers Ross Dawson Blog Marketing Interactions Blog Small Biz Survival Blog MVP blogger outreach Broadcasted by 10 bloggers Picked up by major press Twitted by SAP4SME Twitted by Guy Kawasaki Re-twitted by 15 Twitters 109 Registrations + press coverage 99 Registrations
  17. 17. Engagement By 2-Way Conversations 4 LinkedIn Featured Questions 1,500+ responses / comments LinkedIn Discussions Comments from 20+ LinkedIn Groups 50+ Registrations 90+ Registrations
  18. 18. MyVenturepad’s KPIs: Double Digit Growth, Cost per Lead, Filling pipeline Double Digit growth per month! Milestone Description Registered Membership 2300 + small and mid-sized companies as registered members September Visitors - 15,500 unique visitors via 119 sources and mediums (linked-to’s via)... twitter, facebook, etc. Page Views: 209’740 Page Views, 30% returning visitors Average time September 2009 : 3min 23 seconds Countries Top Visitors are US, UK, Canada, DE, India, Australia, CI, Ire, Phil, Sing. “ Influentials” (Bloggers): 100 total #Blogs and Comments... Roughly 35 posts per day on average. 1.5 comments per day. Sales Qualified Leads 327 Pipeline Revenue $ hundreds of 1000’s from social media for the campaign
  19. 19. Thank you. <ul><li> @sap4sme @mheiligman </li></ul><ul><li> @socialmedia2day </li></ul>