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Growing Up With Social

The document discusses the evolution of social media integration within organizations, outlining four key stages: organic, enabled, integrated, and embedded. It emphasizes the need for a strategic approach to social media, highlighting the importance of identifying internal champions, implementing metrics, and integrating social efforts with business objectives. Additionally, it suggests practical steps to transition through these stages, including fostering accountability and collaboration among various teams.

Business◦Technology◦
Growing Up With Social Ted Sapountzis, Vice President Social Media Audience Marketing @sapountzis
Who Is SAP? >190K customers across 25 industries and 120 countries >2M members in the SAP Community Network © 2011 SAP AG. All rights reserved. 2
Forget The Funnel Or? © 2011 SAP AG. All rights reserved. 3
Your Customer Is Now In Control 70% of buyers decide before speaking with you 30 Billion of pieces of content shared on Facebook each month 2/3 of IT professionals use social media 86% of B2B tech buyers engage in social media © 2011 SAP AG. All rights reserved. 4
What If We Could…. …track every customer interaction from first ‘social’ …drive innovation our encounter to close? customers want, with them? Innovate Promote Care / Sell …build loyalty unheard of in the …help expand our reach ? industry ? © 2011 SAP AG. All rights reserved. 5
Unfortunately Not Yet © 2011 SAP AG. All rights reserved. 6
Pop Quiz: What Do These Years Correspond To? 1990 1993 1994 2004 © 2011 SAP AG. All rights reserved. 7
The Journey To Social Enlightenment Four (messy) stages Embedded Integrated Enabled Organic Clear Weaved in Few but motivated Roles emerge accountabilities DNA Centers of Aligned across all Knit in all corp. None excellence functions processes Limited, mostly Consolidated Embedded in Proliferation free and consistent existing systems © 2011 SAP AG. All rights reserved. 8
How Do You Know You Are There? Organic stage (A few) passionate / curious employees No structure, grass roots experimentation No processes in place No / few metrics in place Free tools © 2011 SAP AG. All rights reserved. 9
How Do You Climb The Stairs? From Organic to Enabled 1 Find your internal champions 2 Think business first 3 Fail fast, fail forward © 2011 SAP AG. All rights reserved. 10
Find Your Internal Champions Community Management Content creation Content curation Strategy / Coordination © 2011 SAP AG. All rights reserved. 11
Ask the W-W-H-SW Questions First SAP CRM Awareness Initiative What? Who? So What? LoB (Sales) Geos >70% increase How can I Customer type (North (New) in share-of-voice leverage America) technology to Customer Industries become a better (None) segment >25 colleagues [sales, (Large) contributing marketing, customer How? service] 2 additional teams professional? adopted approach Events Influencers © 2011 SAP AG. All rights reserved. 12
How Do You Know You Are There? Enabled stage Roles emerge Specialized skills brought in Some executive sponsorship Aligned social and business strategy (by function) (Mostly) vanity metrics Limited governance / risk management Training / enablement programs Tools zoo (free and paid), some integration © 2011 SAP AG. All rights reserved. 13
How Do You Climb The Stairs? From Enabled to Integrated 1 Find a senior sponsor 2 Instill rigor in metrics 3 Tame the tools zoo 4 Build the bridges © 2011 SAP AG. All rights reserved. 14
Who Is Your Senior Sponsor? © 2011 SAP AG. All rights reserved. 15
Rigor In Metrics Think end-to-end Leads Comments Repeat Reach visitors Category Engage Take Action Advocate & Share Channel Use Case © 2011 SAP AG. All rights reserved. 16
Rigor In Metrics Resist analysis-paralysis Vs. © 2011 SAP AG. All rights reserved. 17
The Social Enterprise Software Stack Sub-species begin to emerge © 2011 SAP AG. All rights reserved. 18
How Do You Know You Are There? Integrated stage Consistent roles and skills across the enterprise One enablement team in place Aligned corporate and social strategy Business metrics across the enterprise One consistent toolkit across the enterprise Integrated with enterprise systems (e.g., CRM) © 2011 SAP AG. All rights reserved. 19
How Do You Climb The Stairs? From Integrated to Embedded Enlightenment 1 Implant 2 Implant 3 Implant © 2011 SAP AG. All rights reserved. 20
How Do You Know You Are There? Embedded stage Social part of corporate DNA ‘Social’ team managing infrastructure (maybe) No ‘social’ strategy, processes or KPIs Embedded in the enterprise infrastructure © 2011 SAP AG. All rights reserved. 21
Thank You! Ted @Sapountzis Embedded Integrated Enabled Organic 1. Sponsor 1. Champions 2. Metrics 2. Business Implant 3. Tools 3. F4 4. Bridges