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Why is Social so Hard for Us?From Social Media to Social BusinessDate/LocationTodd WilmsSr Director, Social Media
Email in 72 hours:              t.wilms@sap.comTwitter: @socialb2pTeam Blog: www.socialb2p.comPersonal Blog:www.Forbes.blo...
Agenda          Your Audience           Your Culture         Your Expectations          Your Solutions                    ...
Your Audience1. The Customer’s Expectations have Shifted Underneath your Feet2. Ah, I Dream of the Heady Days of 2007 . . .
1.The Customer’s Expectations have Shifted Underneathyour Feet                                                        5
The Customer’s Expectations have Shifted Underneathyour Feet
1.The Customer’s Expectations have Shifted Underneathyour Feet You have to acknowledge the shift Time to start listening...
2. Ah, I Dream of the Heady Days of 2007 . . .                 @socialb2p                                                 8
Three Simple Social Media Growth Statistics                                             700                               ...
We still think social is “fertile soil.”                                           @socialb2p
2. Ah, I Dream of the Heady Days of 2007 . . . The social landscape is really crowded The “gold rush” is over (e.g. – Po...
Your Culture3. Social Moves Fast . . . Companies Move at a Glacial Pace4. Your Executives are Not Helming the Ship
3. Social Moves Fast . . .Companies Move at a Glacial Pace                                   13
Know Your Culture Your company needs you, but doesn’t understand you Glaciers make permanent changes, but need time Pul...
4. Your Executives are Not Helming the Ship                                              15
You are Good, But Not THAT Good Social is a cultural phenomena, not a marketing tactic Change across the organization I...
Your Expectations5. Your Strategy is Focused on the Trees, Not the Forest6. The “Sales Pipeline” is No Longer . . .   It i...
5.Your Strategy is Focused on the Trees, Not the Forest@socialb2p                                                         ...
The Top “X” List       The Top 5 Things You Must Do on       Facebook or You Will Die                                     ...
6. The “Sales Pipeline” is No Longer . . . It is More Like “Chutes and Ladders”   .Com                                    ...
Recap:             1. Changing Customer Expectations: Try Empathy                                2. No Longer 2007: Be Dif...
Your Solutions1. Audience: Transparency is Key2. Cultural: Think Scalability, with Each New Convert3. Expectations: Reset ...
@socialb2p1.Audience: Transparency is Key                •   Executive Leadership                •   Cultural “Influence” ...
• Executive Presence• Strategy                         @socialb2p• Wins  1st, Replication 2nd                             ...
3.Expectations: Reset Your Strategy                                      • Strategy                                      •...
Email in 72 hours:              t.wilms@sap.comTwitter: @socialb2pTeam Blog: www.socialb2p.comPersonal Blog:www.Forbes.blo...
@socialb2p                              Thank You“We are what we repeatedly do.Excellence, therefore, is not an act but a
Thank You
Why is Social so Hard for Us - OMS12
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Why is Social so Hard for Us - OMS12

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Session on why is social so challenging. Given at OMS 12 in San Diego on Tuesday Feb 7th to packed house. Glad you enjoyed it and hope it is useful. - tw

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Why is Social so Hard for Us - OMS12

  1. Why is Social so Hard for Us?From Social Media to Social BusinessDate/LocationTodd WilmsSr Director, Social Media
  2. Email in 72 hours: t.wilms@sap.comTwitter: @socialb2pTeam Blog: www.socialb2p.comPersonal Blog:www.Forbes.blogs.com/sap/todd-wilms
  3. Agenda Your Audience Your Culture Your Expectations Your Solutions 3
  4. Your Audience1. The Customer’s Expectations have Shifted Underneath your Feet2. Ah, I Dream of the Heady Days of 2007 . . .
  5. 1.The Customer’s Expectations have Shifted Underneathyour Feet 5
  6. The Customer’s Expectations have Shifted Underneathyour Feet
  7. 1.The Customer’s Expectations have Shifted Underneathyour Feet You have to acknowledge the shift Time to start listening Doing the same thing – but doing it on Facebook – is not going to work Tip: Start with Empathy. How would I / You react to what you are marketing? 7
  8. 2. Ah, I Dream of the Heady Days of 2007 . . . @socialb2p 8
  9. Three Simple Social Media Growth Statistics 700 640 600 Facebook Users 500 400 350 12,000 Tweets per 400 300 Only 12M Facebook day 200 Users 100 12 50 100 0 07 08 09 10 11 12 60 53.5 LinkedIn Monthly Visitors 50 46.7 40 31.5 30 Traffic was less than ~2M 20 per month on LinkedIn 11.2 10 2.1 0 08 09 10 11 12 9
  10. We still think social is “fertile soil.” @socialb2p
  11. 2. Ah, I Dream of the Heady Days of 2007 . . . The social landscape is really crowded The “gold rush” is over (e.g. – Pop-Up Adds) If you are thinking “exponential gains,” you are going to be disappointed Tip: What can you do to “raise above the fray?” What is different about you? - Don’t try to compete the way everyone else does - 11
  12. Your Culture3. Social Moves Fast . . . Companies Move at a Glacial Pace4. Your Executives are Not Helming the Ship
  13. 3. Social Moves Fast . . .Companies Move at a Glacial Pace 13
  14. Know Your Culture Your company needs you, but doesn’t understand you Glaciers make permanent changes, but need time Pull the Glacier, don’t push against it Tip: Your enthusiasm is your greatest asset and weakness. Start small and show results. Think “Pilots.” 14
  15. 4. Your Executives are Not Helming the Ship 15
  16. You are Good, But Not THAT Good Social is a cultural phenomena, not a marketing tactic Change across the organization If you see a obstacle – that’s a problem. Your execs should have removed that already. Tip: Start with the highest exec you can get on your side. Use small pilots and data to fuel their support. 16
  17. Your Expectations5. Your Strategy is Focused on the Trees, Not the Forest6. The “Sales Pipeline” is No Longer . . . It is More Like “Chutes and Ladders”
  18. 5.Your Strategy is Focused on the Trees, Not the Forest@socialb2p 18
  19. The Top “X” List The Top 5 Things You Must Do on Facebook or You Will Die 19
  20. 6. The “Sales Pipeline” is No Longer . . . It is More Like “Chutes and Ladders” .Com Print AdBanner Ad
  21. Recap: 1. Changing Customer Expectations: Try Empathy 2. No Longer 2007: Be Different 3. Company Slow, Social Fast: You, Start Small 4. Executive Not Helming Ship: Find One, Feed Data 5. Strategy on Forest, Not Trees: Don’t Forget Strategy 6. Pipeline not Straight: Think Social at All Stages
  22. Your Solutions1. Audience: Transparency is Key2. Cultural: Think Scalability, with Each New Convert3. Expectations: Reset Your Strategy
  23. @socialb2p1.Audience: Transparency is Key • Executive Leadership • Cultural “Influence” • Who, What, Where, W hen, Why, How 23
  24. • Executive Presence• Strategy @socialb2p• Wins 1st, Replication 2nd 24
  25. 3.Expectations: Reset Your Strategy • Strategy • Pilots • Feed your Executive 25
  26. Email in 72 hours: t.wilms@sap.comTwitter: @socialb2pTeam Blog: www.socialb2p.comPersonal Blog:www.Forbes.blogs.com/sap/todd-wilms
  27. @socialb2p Thank You“We are what we repeatedly do.Excellence, therefore, is not an act but a
  28. Thank You

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