Social Media? #WTFMichael BrennerSr. Director, Integrated MarketingFebruary, 2012
About SAPWe Help Organizations Do What They Do...Better© 2011 SAP AG. All rights reserved.              Confidential   2
Meet Kevin Cassidy aka “@SAP”© 2011 SAP AG. All rights reserved.   Confidential   3
Imagine this was your first job…© 2011 SAP AG. All rights reserved.   Confidential   4
Age 3© 2011 SAP AG. All rights reserved.   Confidential   5
Me, 20 Pounds Years Ago© 2011 SAP AG. All rights reserved.   Confidential   6
Today we are all connected© 2011 SAP AG. All rights reserved.   Confidential   7
What is Marketing?                                      “The aim of marketing is to know                                  ...
Marketing is Hard!                    Your Marketing Sucks  • Consumers are bombarded with over 2,000  marketing messages ...
Email Isn’t Dead!Tied with Search for most popular online activity© 2011 SAP AG. All rights reserved.                 Conf...
YOU Are the Future of MarketingSkills for the Future of Marketing:•   Digital• Analytical•   Reach•   Conversation•   Cont...
Business Has Become More PersonalOr Maybe Not So Socially Savvy?                                       Connor Riley       ...
“Social Networks have existed for as long as we have.” ~ Paul Adams, Google: The Real Life Social Network
The Scream explained by Paul Wineguy
Less like this…© 2011 SAP AG. All rights reserved.   Confidential   15
More like this…© 2011 SAP AG. All rights reserved.   Confidential   16
Or This… (“The Future of Media”)                                      "Were seeing                                      pl...
Social Media Marketing What It Isn’t & What It IsThink more Social…… less Media …or Marketing © 2011 SAP AG. All rights re...
Social Media Changed The Dynamics Of Business                                        SALES                              So...
Which Social Media Marketing Tactics Work?         Chart used with permission. For a copy, go to:         http://socialbmr...
Discussion…•    Which social networks do you use?•    Do they influence the stuff you buy?•    What brands do social well?...
Thank You!                                      Email:                                      michael.brenner@sap.com       ...
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Social Media? #WTF

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What is social media and why is it important for marketing and advertising?

In this presentation, I will explain to a class at West Chester University why social media is an important tool in the arsenal for marketers to reach customers.

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  • Our job is to translate content and create conversations that connect with people…
  • "We're seeing platform, technology, and content all converging, and it's happening quickly,“ It's exciting to me. There's an appetite for more original content than ever, and I have a company that creates content, whether it's distributed in short form, reality form, live form, or game form."
  • Social Media? #WTF

    1. Social Media? #WTFMichael BrennerSr. Director, Integrated MarketingFebruary, 2012
    2. About SAPWe Help Organizations Do What They Do...Better© 2011 SAP AG. All rights reserved. Confidential 2
    3. Meet Kevin Cassidy aka “@SAP”© 2011 SAP AG. All rights reserved. Confidential 3
    4. Imagine this was your first job…© 2011 SAP AG. All rights reserved. Confidential 4
    5. Age 3© 2011 SAP AG. All rights reserved. Confidential 5
    6. Me, 20 Pounds Years Ago© 2011 SAP AG. All rights reserved. Confidential 6
    7. Today we are all connected© 2011 SAP AG. All rights reserved. Confidential 7
    8. What is Marketing? “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… … The aim of marketing is to make selling superfluous.” ~ Peter F. Drucker “Marketing is too important to be left to the marketing department.” ~ David Packard© 2011 SAP AG. All rights reserved. Confidential 8
    9. Marketing is Hard! Your Marketing Sucks • Consumers are bombarded with over 2,000 marketing messages per day • More than 200 Million Americans have joined the U.S. “Do Not Call” list • 86% of people skip television ads • 44% of direct mail is never opened • 99.9% of banner ads do not receive clicks • 90% of emails are never opened and 99.5% don’t produce even a single click. • Buyers wait until they have completed 60% to 80% of their research before reaching out to vendors.© 2011 SAP AG. All rights reserved. Confidential 9
    10. Email Isn’t Dead!Tied with Search for most popular online activity© 2011 SAP AG. All rights reserved. Confidential 10
    11. YOU Are the Future of MarketingSkills for the Future of Marketing:• Digital• Analytical• Reach• Conversation• Content• Conversion / Loyalty© 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. “Social Networks have existed for as long as we have.” ~ Paul Adams, Google: The Real Life Social Network
    14. The Scream explained by Paul Wineguy
    15. Less like this…© 2011 SAP AG. All rights reserved. Confidential 15
    16. More like this…© 2011 SAP AG. All rights reserved. Confidential 16
    17. Or This… (“The Future of Media”) "Were seeing platform, technology, an d content all converging, and its happening quickly,“ Its exciting to me. Theres an appetite for more original content than ever, and I have a company that creates content, whether its distributed in short form, reality form, live form, or game form.“ ~CNN / Fortune 1/3/12© 2011 SAP AG. All rights reserved. Confidential 17
    18. Social Media Marketing What It Isn’t & What It IsThink more Social…… less Media …or Marketing © 2011 SAP AG. All rights reserved. Confidential 18
    19. Social Media Changed The Dynamics Of Business SALES Social isn’t just a new way of Social COMMS Social Selling HR Marketing… Social Public Recruiting Relations It’s a new way of CHANNEL BUYING Doing Business Social Social Ecosystem Procurement It’s a new way of MKTG Social COO Social Customer Working Marketing ServiceSocial media is not an interruption but a distractionmedium! © 2011 SAP AG. All rights reserved. Confidential 19
    20. Which Social Media Marketing Tactics Work? Chart used with permission. For a copy, go to: http://socialbmr11.marketingsherpa.com/© 2011 SAP AG. All rights reserved. Confidential 20
    21. Discussion…• Which social networks do you use?• Do they influence the stuff you buy?• What brands do social well?• What are some good examples of social media marketing?• Bad examples?• How will you manage your social profiles once you start working? © 2011 SAP AG. All rights reserved. Confidential 21
    22. Thank You! Email: michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.com Social News Site: Business2Community.com Twitter: @brennermichael© 2011 SAP AG. All rights reserved. Confidential 22

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