What is social

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  • LA PERSONA QUE ME LO ENVIO ESTA TODAVIA ASOMBRADA DE LO OCURRIDO, YA QUE ELLA DICE QUE LO HIZO POR HACERLO Y QUE PIDIO ALGO QUE CREIA CASI IMPOSIBLE DE LOGRAR PROBEMOS. * Para ti mismo di el nombre de la única persona del sexo opuesto con quien quieras estar (tres veces...)... * Piensa en algo que quieras lograr dentro de la proxima semana y repitelo para ti mismo(a) (seis veces)... * Piensa en algo que quieras que pase entre tu y la persona especial (que dijiste en el no. 1) y dilo a ti mismo/a (doce veces)... * Ahora haz un ultimo y final deseo acerca del deseo que escogiste. * Despues de leer esto tienes 1 hora para mandarlo a 15 temas y lo que pediste se te hara realidad en 1 semana. A la mayor cantidad de gente a quien lo mandes mas fuerte se hara tu deseo. Si tu escoges ignorar esta carta lo contrario del deseo te sucedera, o esto no sucedera jamas.............. Que tus días estén llenos de logros y tus noches de sueños copia y pega esto en 15 o + temas
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  • Our job is to translate content and create conversations that connect with people…
  • What is social

    1. What Is A Social Business?Michael BrennerSr. Director, Integrated MarketingNovember 2011
    2. About SAPWe Help Organizations Do What They Do...Better© 2011 SAP AG. All rights reserved. Confidential 2
    3. SAP MissionMake every customer a Best Run Business 109,000 customers 120 countries 55,000 employees $17 Billion revenue© 2011 SAP AG. All rights reserved. Confidential 3
    4. Marketing is Hard!© 2011 SAP AG. All rights reserved. Confidential 4
    5. Age 3© 2011 SAP AG. All rights reserved. Confidential 5
    6. Age 21© 2011 SAP AG. All rights reserved. Confidential 6
    7. Everything is Online Business is Personal“Buyers don’t want to be an object of a sale . . .. . . but rather the subject of an experience. “ ~Paul Greenberg © 2011 SAP AG. All rights reserved. Confidential 7
    8. YOU Are the Future of Marketing Forrester CMO Mandate: Adapt or Perish: “Three out of four CMOs plan to revamp their organizations for the digital age by the end of 2011. The reason? Their initial efforts to create digital departments and outsource digital capabilities have left their organization in a state of disarray. . . To truly transform the marketing department into a more agile and innovative organization, CMOs must adopt these habits: 1) Accept change 2) Dare the status quo 3) Act continuously 4) Participate personally 5) Tear down boundaries Leaders of Adaptive Marketing organizations will grow their business faster, build stronger brands, and create a competitive advantage in both the short term and the long term.”© 2011 SAP AG. All rights reserved. Confidential 8
    9. 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 9
    10. “Social Networks have existed for as long as we have.” ~ Paul Adams, Google: The Real Life Social Network
    11. The Scream explained by Paul Wineguy
    12. ~ Paul Adams, Google: The Real Life Social Network
    13. “Social networking is a means to an end. You need tounderstand what the end is.” ~ Paul Adams, Google: The Real Life Social Network
    14. Technology AdoptionMobile is HOT!© 2011 SAP AG. All rights reserved. Confidential 14
    15. The Power of Social Media: They Find You 2/3 of the country is on “Do NOT Call” list 57% of businesses have acquired acustomer through their blog 41% of B2B companies have acquired acustomer through Facebook Company websites with a blog get 55%more visitors Inbound marketing leads cost 62% lessthan outbound Center for Marketing Research at the University of Massachusetts © 2011 SAP AG. All rights reserved. Confidential 15
    16. Most Marketers Are (Still) Behind “A powerful global conversation has begun. Through theInternet, people are discovering and inventing new ways to share relevantknowledge with blinding speed. As a direct result, markets are gettingsmarter—and getting smarter faster than most companies.” ~ Levine, Locke, Searls and Weinberger in The Cluetrain Manifesto Center for Marketing Research at the University of Massachusetts © 2011 SAP AG. All rights reserved. Confidential 16
    17. The Goal: (Define Your Goal) Revenue!“Web visitors from social sites convert at 59% higherrates to sales” ~ MarketingSherpa Search Marketing Benchmark Survey© 2011 SAP AG. All rights reserved. Confidential 17
    18. Social Media As A Platform For Change“Conventional marketing wisdom long held that a dissatisfiedcustomer tells ten people. But…in the new age of socialmedia, he or she has the tools to tell ten million.”~ Paul Gillin, author of The New Influencers © 2011 SAP AG. All rights reserved. Confidential 18
    19. Social Media Marketing What It Isn’t & What It IsThink more Social…… less Media …or Marketing © 2011 SAP AG. All rights reserved. Confidential 19
    20. 8 Steps To Play The Social Game1. Define Goals / Metrics2. Find Your Buyers3. Define Influences (-ers)4. Map The Org. Model5. Set up Your Channels6. Content / Context Strategy7. Engagement Model8. Enablement Plan “Throw Away The Rulebook” ~ Dana Anderson, SVP Marcom Kraft © 2011 SAP AG. All rights reserved. Confidential 20
    21. Chart used with permission. For a copy, go to:http://socialbmr11.marketingsherpa.com/ © 2011 SAP AG. All rights reserved. Confidential 21
    22. Social Networking Changing 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 Doing Business BUYING Social Social Ecosystem Procurement It’s a new way of MKTG COO Social Working Social Customer Marketing ServiceSocial media is not an interruption but a distractionmedium! © 2011 SAP AG. All rights reserved. Confidential 22
    23. 8 (Random) Closing ThoughtsWe live in a mobile-enabled, socially connected, real-time world. Where we allhave entrusted our friends, photos, music and resumes to the cloud.Businesses cannot respond fast enough. The goal of the digital marketer is todrive employee-enabled real-time social business.Audience-first in everything!Provide policy but not too much governanceDisclosure and crisis response is importantReward positive behavior publiclyPromote the expression of your diversityBe Human and encourage real story telling© 2011 SAP AG. All rights reserved. Confidential 23
    24. Thank You!More charts in the appendix… Email: michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.com Social News Site: Business2Community.com Twitter: @brennermichael © 2011 SAP AG. All rights reserved. Confidential 24
    25. It‟s not about the technologies…It‟s about the relationships It’s Not About The Technology…It’s About the Relationships © 2011 SAP AG. All rights reserved. Confidential 25
    26. 5 Steps to Executive Buy-in1. Show Them The World Has Changed2. Show Them The Money3. Answer The Hard Questions4. Present a Strategy5. Get Them Involved © 2011 SAP AG. All rights reserved. Confidential 26
    27. 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 Dont Pick Fights Protect Your Privacy How to Handle Media Inquiries Legal Considerations Social Computing and Your Primary Role© 2011 SAP AG. All rights reserved. Confidential 27
    28. The Goal: Sales. Experience. Equity. “ What are the best CRM products for a law firm?” “ My suggestion is OnDemand solutions:”© 2011 SAP AG. All rights reserved. Confidential 28
    29. Social Disasters Sept „04: June „05: Aug „05: Apr 06: Feb „07: Apr „08: Apr „09: July „09: June ‟10:Kryptonite L‟Oreal Dell Chevy Taco Bell Dove Domino‟s United BP© 2011 SAP AG. All rights reserved. Confidential 29
    30. Social Media Triage Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Assess the Does customer Do you want Evaluate the need/deserve more to respond? message purpose info? No Yes Unhappy Yes Are the facts No Gently correct the Response Customer? correct? facts No Yes Can you add No Dedicated Yes Are the facts No value? Complainer? correct? No Yes Is the Explain what is being Respond in Thank the Comedian Yes problem done to correct the kind & share person Want-to-Be? being fixed? issue. No YesThis framework was built using the USAF Blog Triage. Let post stand and monitor. © 2011 SAP AG. All rights reserved. Confidential 30
    31. Everybody‟s on Facebook!And Google … and YouTube …© 2011 SAP AG. All rights reserved. Confidential 31
    32. Email Isn‟t Dead!Tied with Search for most popular online activity© 2011 SAP AG. All rights reserved. Confidential 32
    33. Email Isn‟t Dead!#1 Method for sharing online contentWhile many have hailed the death of email marketing, email remains one ofthe most effective marketing techniques primarily because it is still theprimary way people share information.© 2011 SAP AG. All rights reserved. Confidential 33
    34. YouTube:The 2nd Largest Search Engine© 2011 SAP AG. All rights reserved. Confidential 34

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