Building A Social Business
From The Inside Out
Sarah Goodall (@sarahgoodall)
June 2014
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 2Internal
Agenda
The Customer Journey Has Changed
The Chan...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 3Internal
My Social Story
Started In Norway…
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 4Internal
SAPs Social Story…
Started Much Earlier
HR SALES...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 5Internal
The Way B2B Customers Consume Information Has
Ch...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 6Internal
The Buyer Journey Has Changed
We Need To Engage ...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 7Internal
What Has This Meant For Marketing?
From Classic ...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 8Internal
A Converged Marketing Approach
Focused Around Co...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 9Internal
Changing The Dynamics Of Business
Social Impacts...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 10Internal
What Has This Meant For Business?
Inside Out So...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 11Internal
A Bag Of Marbles has 3X More Surface Area
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 12Internal
Content Shared By Employees Receives 8X The
Eng...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 13Internal
77% Of Consumers Are More Likely To Buy A Produ...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 14Internal
Between 2009 & 2014 Trust In Employees Increase...
Building A Social Business
…Is Like Building A House
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 16Internal
Stage 1: Get Planning Permission
Be Sure The Or...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 17Internal
Stage 2: Plan For Success
Get The Right Team
Ma...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 18Internal
Stage 3: Lay The Foundations
Establish A Social...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 19Internal
Stage 4: Begin Construction
Construct An Engagi...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 20Internal
Stage 5: Add Materials To Complete The Build
Ov...
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Stage 6: Final Fixes
Measure Social Business Im...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 22Internal
Stage 7: Ongoing Maintenance
Keep Evolving
Runn...
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 23Internal
PEOPLE
Organisation
Exec Support
Change Mgt
Col...
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Stages Overview:
Quick Summary
Planning Permiss...
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Stages Overview:
The SAP Program
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 26Internal
Stages Overview:
My Program!
© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Thank you
Twitter: @sarahgoodall
Blog: www.sarahgoodall.co...
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Building A Social Business From The Inside Out

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7 Step approach for building a social business from the inside out.

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Building A Social Business From The Inside Out

  1. 1. Building A Social Business From The Inside Out Sarah Goodall (@sarahgoodall) June 2014
  2. 2. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 2Internal Agenda The Customer Journey Has Changed The Changing Role Of Employees 7 Steps To Building A Social Business Summary
  3. 3. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 3Internal My Social Story Started In Norway…
  4. 4. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 4Internal SAPs Social Story… Started Much Earlier HR SALES, SERVICE, MARKETING FINANCE PROCUREMENT CloudMobile Premise
  5. 5. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 5Internal The Way B2B Customers Consume Information Has Changed Dramatically
  6. 6. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 6Internal The Buyer Journey Has Changed We Need To Engage Much Earlier In The Decision Cycle Through decision making process 60%
  7. 7. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 7Internal What Has This Meant For Marketing? From Classic Funnel To Complex Journey
  8. 8. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 8Internal A Converged Marketing Approach Focused Around Content Paid Media Owned Media Earned Media Amplify Out Amplify Out Amplify Out
  9. 9. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 9Internal Changing The Dynamics Of Business Social Impacts Every Department 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 SAP BRAND SALES Social Selling HR Social Recruiting BUYING Social Procurement COO Social Customer Service MKTG Social Marketing CHANNEL Social Ecosystem COMMS Social Public Relations
  10. 10. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 10Internal What Has This Meant For Business? Inside Out Social Model # SAP Facebook Followers *1 600,000 # SAP LinkedIn Followers *1 400,000 Digital Team 1,900,000 # SAP Twitter Followers *1 900,000 Reach Av. Friends *2 Av. Followers *3 60,000 SAP Employees X Digital Team X12Av. Unique Connections *4 Potential Reach *1 Source: Sprinklr *2 Source: Facebook *3 Source: Twitter *4 Source: LinkedIn
  11. 11. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 11Internal A Bag Of Marbles has 3X More Surface Area
  12. 12. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 12Internal Content Shared By Employees Receives 8X The Engagement Of Content On Brand Channels (Social Chorus)
  13. 13. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 13Internal 77% Of Consumers Are More Likely To Buy A Product When They Hear About It From Someone They Trust (Nielsen 2013)
  14. 14. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 14Internal Between 2009 & 2014 Trust In Employees Increased 20% Compared To CEOs Increase of 12%
  15. 15. Building A Social Business …Is Like Building A House
  16. 16. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 16Internal Stage 1: Get Planning Permission Be Sure The Organisation Is Ready For Change Executive Sponsorship Critical Establish A Collaborative Culture Use Tools (SAP Jam)
  17. 17. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 17Internal Stage 2: Plan For Success Get The Right Team Marketing + Comms + HR Align To Business Goals Identify Your Social Superstars & Your Social Wannabes
  18. 18. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 18Internal Stage 3: Lay The Foundations Establish A Social Office Social Media Policy Social Listening (SAP Social Analytics) Identify Internal & External Influencers Select Keywords Create A Strong Amplification Engine
  19. 19. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 19Internal Stage 4: Begin Construction Construct An Engaging Training Curriculum Create A Social Maturity Model Easily Consumed Training Modules Create A Social Learning Platform
  20. 20. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 20Internal Stage 5: Add Materials To Complete The Build Overlay Content To Encourage Sharing Make It Easy To Share Provide ‘Social Ready’ Content Monitor & Optimize Tools: Dynamic Signal, Social Chorus, Everyone Social
  21. 21. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 21Internal Stage 6: Final Fixes Measure Social Business Impact • Engagement • Awareness • Web Traffic • Employee Engagement • Retention • Cost Of Recruiting & On boarding
  22. 22. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 22Internal Stage 7: Ongoing Maintenance Keep Evolving Running A Social Business: New Technology New Regulations New Content Extend To Partner Network Extend To Customers
  23. 23. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 23Internal PEOPLE Organisation Exec Support Change Mgt Collaboration Align Mktg The Building Blocks Of A Social Business TECHNOLOGY Community SW Social CRM Social Listening Advocacy SW PROCESS Social Policy Guidelines Measurements Workflows AmplificationSocial Business
  24. 24. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 24Internal Stages Overview: Quick Summary Planning Permission Plan For Success Lay The Foundations Begin Construction Add Materials To Complete Build Final Fixes Maintenance Be Sure The Organisation Is Ready For Change Get The Right Team, Executive Commitment & Plan Establish A Social Office For Listening & Content Create An Engaging Training Curriculum Feed Content & Make Sharing Easy Measure The Impact Of Social Business Keep Evolving The Social Model
  25. 25. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 25Internal Stages Overview: The SAP Program
  26. 26. © 2014 SAP AG or an SAP affiliate company. All rights reserved. 26Internal Stages Overview: My Program!
  27. 27. © 2014 SAP AG or an SAP affiliate company. All rights reserved. Thank you Twitter: @sarahgoodall Blog: www.sarahgoodall.com LinkedIn: www.linkedin.com/in/sarahgoodall

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