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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Social Media? #WTF
- 1. Social Media? #WTF Michael Brenner Sr. Director, Integrated Marketing February, 2012
- 2. About SAP We 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 Marketing Skills 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 Personal Or 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”) "We're seeing platform, technology, an d 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.“ ~CNN / Fortune 1/3/12 © 2011 SAP AG. All rights reserved. Confidential 17
- 18. Social Media Marketing What It Isn’t & What It Is Think 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 Service Social media is not an interruption but a distraction medium! © 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
Editor's Notes
- 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."