This document discusses how to integrate social media into marketing strategies. It begins by explaining the importance of focusing on customer experiences rather than just sales. It then discusses how social media allows customers to research products and find companies online. The key goals of using social media are identified as increasing sales, improving customer experiences, and building brand equity. The document provides tips on gaining executive support and developing a social media strategy, including defining goals, identifying influencers, and creating engaging content. It emphasizes that social media is about building relationships rather than just technology or marketing.

1. Integrating Social Media Into Your Marketing Mix Michael Brenner Sr. Director, Integrated Marketing SAP

2. Business is Personal “Buyers don’t want to be an object of a sale . . . . . . but rather the subject of an experience. “ ~Paul Greenberg

4. Business 2 Community

5. SAP OnDemand Corp BlogTwitter: @brennermichael

7. In Over 120 Countries

8. 53,000+ Employees Worldwide

9. Annual Revenue Over €12.5 Billion

11. “Social Networks have existed for as long as we have.” ~ Paul Adams, Google: The Real Life Social Network

13. Social sites #1 source for product info.

14. 91% of email users have opted out of company lists previously subscribed to

15. 2/3 of the country is on “Do NOT Call” list

16. 59% drop in email use by 12-to-17-year-olds due to social-networking

17. 57% of businesses have acquired a customer through their blog

18. 41% of B2B companies have acquired a customer through Facebook

19. Company websites with a blog get 55% more visitors

21. ~ Paul Adams, Google:The Real Life Social Network

22. “Social networking is a means to an end. You need to understand what the end is.” ~ Paul Adams, Google: The Real Life Social Network

23. The Goal: Sales. Experience. Equity. “Web visitors from social sites convert at 59% higher rates to sales” ~ MarketingSherpa Search Marketing Benchmark Survey

24. “ What are the best CRM products for a law firm?” My suggestion is OnDemand solutions:” “ The Goal: Sales. Experience. Equity.

25. It’s not about the technologies… It’s about the relationships It’s Not About The Technology…It’s About the Relationships

26. 5 Steps to Executive Buy-in Show Them The World Has Changed Show Them The Money Answer The Hard Questions Present a Strategy Get Them Involved

27. Social Media As A Platform For Change “Conventional marketing wisdom long held that a dissatisfied customer tells ten people. But…in the new age of social media, he or she has the tools to tell ten million.” ~ Paul Gillin, author of The New Influencers

28. Traditional Vs. Social Marketing Credit: Scott Sorokin, Global Digital Leader, Mindshare

29. Social Media MarketingWhat It Isn’t & What It Is Think more Social… … less Media …or Marketing

30. 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”

31. Social Disasters Sept ‘04: Kryptonite Feb ‘07: Taco Bell Aug ‘05: Dell Apr 06: Chevy Apr ‘08: Dove Apr ‘09: Domino’s June ’10: BP June ‘05: L’Oreal July ‘09: United

32. Social Media Triage Take reasonable action to fix issue and let customer know action taken Negative Positive Yes Yes No Assess the message Evaluate the purpose Do you want to respond? Does customer need/deserve more info? Unhappy Customer? No Response Yes Are the facts correct? Gently correct the facts Yes No No No Can you add value? DedicatedComplainer? Are the facts correct? Yes Yes No No Yes Respond in kind & share Thank the person Comedian Want-to-Be? Explain what is being done to correct the issue. Is the problem being fixed? Yes No Yes Let post stand and monitor. This framework was built using the USAF Blog Triage.

33. SAP Social Media Guidelines for Employees Identify yourself Be Honest Be Respectful Separate Opinions from Facts Add Value Be Engaged and Be Informed Aim for Quality, not Quantity Don't Pick Fights Protect Your Privacy How to Handle Media Inquiries Legal Considerations Social Computing and Your Primary Role

34. 8 Steps To Play The Social Game Define Goals / Metrics Find Your Buyers Define Influences (-ers) Map The Org. Model Set up Your Channels Content / Context Strategy Engagement Model Enablement Plan “Throw Away The Rulebook” ~ Dana Anderson, SVP Marcom Kraft

35. Chart used with permission. For a copy, go to: http://socialbmr11.marketingsherpa.com/

36. Social NetworkingChanging The Dynamics Of Business Social networking isn’t just a new way of Marketing… It’s a new way of Doing Business It’s a new way of Working Social media is not an interruption but a distraction medium!

37. Thank You! Follow Me on Twitter: @BrennerMichael Email:michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.comSocial News Site:Business2Community.comSAP On Demand Blog:Blogs.SAP.com/OnDemand