View
420
Download
0
Category
Tags:
Preview:
DESCRIPTION
Social Media Program Framework Template Guidelines
Citation preview
Social Media Program Framework +
Template
Russ LeFevre
© 2011 SAP AG. All rights reserved. 2 Internal
Social Media Supports Transformation
2. Humanize the
SAP Brand
5. Tighten Links to
the Business
4. Develop Pull
Marketing
3. Invest in
People
1. Simplify
Marketing
Simplify our operating platform to minimize inefficient spend
and allow people to be more productive.
Stretch and extend company brand to touch people by
reaching new audiences, delivering tangible benefits,
building trusted relationships, and inspiring advocacy.
Increase credibility and relevance of marketing in driving go-to-
market by developing enthusiastic marketers with the tools
and knowledge to succeed
Shift mentality from helping the field sell to helping people
buy, aligning with purchasing trends in the market and
evolving the experience to allow people to interact when,
where, and how they choose.
Tighten our connections to both development and customer
operations, and run Marketing as a ROI driven business to
better impact revenue and profitability.
© 2012 SAP AG. All rights reserved. 3
Project Team
Project Lead
Co-Lead
Steering Committee
Global Marketing
Social Media Marketing
Solutions Management
• Review the governance and operational guidance
of the Project Team
• Contribute the perspective of the team you
represent
• Evangelize the strategy / plan
• Provide content themselves „lead by example“
• Monitor and review project progress and results,
suggest improvements / adjustments
• Champion for additional resources & support if /
as needed
• Provide / contribute content to social media
channels
• Evangelize the strategy / plan
• Primary industry content provider and coordinator
• Owner of social media strategy and execution
plan
• Take appropriate actions against project status
and results
• Evangelize social media channels
•Portfolio Marketing
•Positioning & Messaging
•Etc….
Content Providers
• IBU Directors
• IBS Industry Leads
• …
Social Media
Strategy / Content
Leads
• Industry Marketing
Directors
• Establish strategy, develop and disclose program
plan, coach teams, monitor / manage progress,
enact process improvements, disclose results
Social Media Strategy Stakeholder Map
© 2012 SAP AG. All rights reserved. 4
Use Centrally Created Industry Template to Accelerate
Your Social Media Strategy
Template Look for this label
© 2012 SAP AG. All rights reserved. 5
Content
1. Social Media Overview
2. Social Media – Industry Example & Level of Effort
3. Step-by-Step Approach, Best Practices & Template
4. Community & Resources
5. Contacts & FAQ„s
© 2012 SAP AG. All rights reserved. 6
Example 1 - Wholesale Distribution Industry
Developed: Used “POST” and “Crawl-Walk-Run” methodologies.
Led by Industry Marketing with strong involvement from field and
IBU teams
Funding: Zero marketing program funds used
“Build” Level of Effort for Industry Marketing Lead: Medium
Channels Leveraged – Blogs on SAP.com, Twitter, Facebook
Highlights:
1 sales lead from our Blogs – “pull marketing” at its best!
> 625 Facebook friends
> 210 Twitter followers
KLOUT score jumped from 21 in August, 2011, to 46 by end of
February, 2012
Links here: http://www.facebook.com/SAPWholesaleDistribution
http://twitter.com/#!/SAP_WSD
© 2012 SAP AG. All rights reserved. 7
Content
1. Social Media Overview
2. Social Media – Industry Examples & Level of Effort
3. Step-by-Step Approach, Best Practices & Template
4. Community & Resources
5. Contacts & FAQ„s
© 2012 SAP AG. All rights reserved. 8
Step #1: Assess
Step #2: Learn
Step #3: Develop
Step #4: Execute
Step #5: Measure
5-Step Approach
© 2012 SAP AG. All rights reserved. 9
Action
Checklist:
Evaluate your situation before creating your industry social media strategy
Identify a list of industry colleagues who will serve as content providers and vetters.
Use template slide “Industry Community / Content Providers
For [Your Industry Name Here]”
Confirm you, and your Industry Community / Content Providers, have the capabilities and
commitment to build and sustain content contributions via Blog entries on internal channels, and then
amplify your Blog content in external social media channels time, not just for initial setup.
Determine if any existing social media channels for your industry already exist - whether they are
viable or not, and if you can take an active role in their approach and content or not.
Use template slide “Existing SAP Branded Accounts for [Your Industry Name Here]”
Consider industry-specific factors that will shape your social media strategy – does your industry
activity participate in social media channels, are their restrictions or operating practices that limit or
regulate their participation, are there preferred social media channels, etc.
Step #1: Assess
© 2012 SAP AG. All rights reserved. 10
Industry Community / Content Providers for [Your Industry
Name Here]
Industry
Marketing Lead
Industry Sol
Mgmt / IBU’s
Confirmed
/ Date
Industry
Bus
Solutions
(IBS)
Confirmed
/ Date
[Other
Group
Name
Here]
Confirmed
/ Date
[Other
Group
Name
Here]
Confirmed /
Date
[Your name here] [Name here] [Indicate
“yes” for
confirmed,
add date]
[Name
here]
[Indicate
“yes” for
confirmed,
add date]
[Name
here]
[Indicate
“yes” for
confirmed,
add date]
[Name
here]
[Indicate
“yes” for
confirmed,
add date]
Template
© 2012 SAP AG. All rights reserved. 11
Existing Branded Accounts for Wholesale Distribution
Wholesale
Distribution
Branded
Accounts
Channel
Registries
Active Content +
Followers
Growing,
Neutral,
Declining
Activity?
Appropriat
e Account
to Target
Industry
Audience?
SAP
Contact
Facebook Account
Registries
• SAP
Wholesale
Distribution
Yes Growing Yes John Smith
LinkedIn Group
Registries
n/a - - - -
Twitter Account
Registries
@SAP WSD Yes Growing Yes John Smith
YouTube Channel
Registry
n/a - - - -
© 2012 SAP AG. All rights reserved. 12
Template
Existing Branded Accounts for [Your Industry Name Here]
[Your Industry
Name Here]
Branded
Accounts
Channel
Registries
Active
Content
and
Followers?
Growing /
Neutral /
Declining
Activity?
Appropriate
Account to
Target Your
Industry
Audience?
SAP Contact
Account
Registries
• [Name of channel(s)
here]
[Yes / No] [Growing,
Neutral or
Declining]
[Yes / No] [Name here]
LinkedIn Group
Registries
Twitter Account
Registries
YouTube Channel
Registry
© 2012 SAP AG. All rights reserved. 13
Blogging
1. Write Blog / post content on SAP
Community Network (SCN)
2. Syndicate the URL from SAP SCN on
Facebook or Twitter or xyz
3. Redirect audience to SCN
for details
Blogging Sequence
© 2012 SAP AG. All rights reserved. 14
Action
Checklist:
Recommended courses from SAP Social Media Audience Marketing team – in this order
Social Media Guidelines & Governance (Recorded Webinar – 26 minutes)
This session covers guidelines and standards on how to manage the brand presence in social media , manage
our risk, and how to improve the online experience of our audience
Social Media Participation Guidelines (PDF of Guidelines – 4 pages)
These guidelines govern personal and business participation in all social media channels. They help you
navigate the channel mix, safely participate through focused and ongoing audience engagement
Social Media 101: The Basics (Recorded Webinar – 1 hour)
Understand social channels and tactics and how social channels are used in marketing and increase proficiency
in using social media for marketing purposes
Social Media 102: Soc. Med & B2B Companies (Recorded Webinar) – 1 hour)
Identify opportunities for enhancing campaign executions and results using B2B case studies
Social Media Playbook: Objectives (Playbook – 12 pages)
This playbook is designed to help you identify your objectives and get started in planning your integrated social
media efforts for your business area
Social Media 103: Social Media in Programs & Campaigns (Recorded Webinar – 1 hour)
Apply social media tactics within the planning process; identify, execute, monitor and measure for programs and
campaigns.
Step #2: Learn
Step #1: Assess
© 2012 SAP AG. All rights reserved. 15
Action
Checklist:
Familiarize yourself with existing social media channels – spanning industry, LOB or otherwise as best
practices / illustrative example to follow.
http://www.bothsidesofthetable.com/
http://enterpriseirregulars.com
http://www.zdnet.com/blog/howlett/
http://www.pretzellogic.org/
http://blogs.gartner.com
http://blogs.forrester.com/
http://marksmith.ventanaresearch.com
Step #2: Learn
Step #1: Assess
© 2012 SAP AG. All rights reserved. 16
Action
Checklist:
Access your centrally created, industry-specific initial “v1” draft social media strategy and execution plan
presentation on shared drive folder: Step 1 - Initial Industry Drafts
Using this initial draft, develop your industry-specific social media strategy and execution plan following
POST (People, Objective, Strategy, Technology) and Crawl-Walk-Run methodologies – see following
slides for POST examples, Crawl-Walk-Run explanation, and Best Practices examples from Wholesale
Distribution industry.
Use template slide “POST Methodology for [Your Industry Name Here]”
Identify content from current sources, including Industry Briefing Books, Positioning Central, Spotlight,
Thought Leadership, current industry news and similar sources for your messaging and ideas.
Use template slide “Central Content Drives Blogs Strategy”
Create an “editorial” calendar of planned topics over next ~ 6 months, including content author sources
(and identify social media channels if known or planned – if not, leave blank)
Use template slide “2012 Blog / Editorial Calendar for [Your Industry Name Here]”
Step #2: Learn
Step #1: Assess
Step #3: Develop
© 2012 SAP AG. All rights reserved. 17
POST Methodology
People – Who?:
o Target audience: executives, managers of
LoBs (IT, Finance and Supply Chain) at
wholesale distribution companies, industry
thought leaders, industry publication editors,
and key members of our partner community
o Geography: primarily US, and
opportunistically in some of our key
countries
o Customer type: Installed base primarily
Objectives - What?:
o Objectives:
o Humanize our brand by engaging in people
to people marketing - driving higher
awareness and thought leadership
o Discover social media best practices and
industry trends
o Keep abreast with the pulse of what‟s
happening in the market place; establish
credibility and drive audience to WSD and
SAP events and campaigns
o Leverage WSD specific bloggers and
tweeters as content contributors and
evangelists at key events
o KPI’s:
o Improve Google SEO ranking for Wholesale
Distribution: from #8 to top 6
o Improve Klout score from current score of 21
© 2012 SAP AG. All rights reserved. 18
Strategy – How?:
o WSD team would like to build long term
sustained relationships with our target
audience by:
• Listening
• Providing pertinent and regular updates
• Engaging them in a dialog
Technologies – Where?:
o Leverage the following social media tools
to engage our audience:
o Twitter
o Facebook
o Blogs on SAP.com, Forbes
o YouTube
POST Methodology
© 2012 SAP AG. All rights reserved. 19
POST Methodology for [Your Industry Name Here]
People – Who?:
o Target audience:
o Geography:
o Customer type:
Objectives - What?:
o Objectives:
o KPI’s:
Template
© 2012 SAP AG. All rights reserved. 20
Strategy – How?:
Technologies – Where?:
POST Methodology [Your Industry Name Here] Template
© 2012 SAP AG. All rights reserved. 21
Target
Crawl
Engage
Walk
Qualify
Run
Establish a dialogue – secure
followers
Communicate frequently –
quality over quantity
Understand what resonates -
adapt as needed
Promptly respond to queries
and comments
Thank your audience for their
responses
Drive the conversation
beyond Social Media – point
them to SAP events
Meet your target audience at
online/offline events
Recruit key influencers as
evangelists and spokespeople
for SAP
Qualify leads for the SAP
Marketing and Sales Pipeline
Get buy-in & support from
stakeholders
Form core content team
Target your audience with the
right toolset: Twitter
Face book
Blog
YouTube, LinkedIn etc.
Deliver compelling messages
that resonate
Learn from industry leaders
Crawl, Walk, Run Methodology
© 2012 SAP AG. All rights reserved. 22
Action
Checklist:
For net new social media channels, submit an “Branded Account Submission Request Form” from tab
labeled “Account Requests”
Ensure your social media channel(s) (net new or existing) is registered with Account Registries
Create your social media channel(s) – which are dependent upon your strategy and unique industry
condition. Likely channels are SCN (SAP Community Network), Facebook, Twitter, and LinkedIn. Other
ways to “blog” are via SAP Newsroom. Whichever you choose, use official SAP logos and follow guidelines
from “Account Set-Up” tab from this site:
Measure your starting / baseline Klout score and number of followers. Use these metrics to assess uplift and
improvement over time.
Use template slide “Klout Score & # of Followers for [Your Industry Name Here]”
Step #2: Learn
Step #1: Assess
Step #3: Develop
Step #4: Execute
© 2012 SAP AG. All rights reserved. 23
Action
Checklist:
Leverage content from current SAP sources, including Industry Briefing Books, Positioning Central,
Spotlight, Thought Leadership, current industry news and similar sources for your messaging and ideas.
Use template slide “Central Content Drives Blogs Strategy””
Complete your “editorial” calendar of planned topics over next ~ 6 months, including content author sources.
Use template slide “2012 Blog / Editorial Calendar for [Your Industry Name Here]”
On recurring basis, contribute content yourself, and from your Industry Community / Content Providers, via
Blog entry on sap.com, and amplify your content via external social media channels.
Add your social media channel URL links to your email signature block
Step #2: Learn
Step #1: Assess
Step #3: Develop
Step #4: Execute
© 2012 SAP AG. All rights reserved. 24
Central Content Drives Blogs Strategy
Wholesale Distribution
Messages
LoB SAP Solutions & Portfolio Supporting Wholesale
Distribution Messages
Achieve financial efficiency and rapid vendor cost recovery
CFO 1. Visibility into financial performance across the company
2. Chargeback, Rebate, Incentive management
3. Profitability and cost management
Grow sales volume and profitability
VP Sales
1. Customer segmentation, cost-to-serve analysis, pricing optimization
2. Mobility
3. Order to cash cycle
4. Customer service
Drive operational excellence
VP Supply Chain
1. Operational visibility to react quickly to changes
2. Control cost of operations
3. Provide fulfillment predictability and consistency
4. Integrated warehouse and logistics management including route
optimization
© 2012 SAP AG. All rights reserved. 25
Template
Original Content Drives Blogs Strategy
[Your Three Industry Messages from
Positioning Central Here, and Key
Messaging from Industry Briefing Book /
Spotlight / Thought Leadership + Other
Sources]
[List / Map
Your
Messages to
LoBs]
Solutions & Portfolio Supporting [Your Industry
Name Here]
© 2012 SAP AG. All rights reserved. 26
Syndicated Content Template
Topic Owner Date Confirmed Channels
Mobility @SAPMobile
In Memory @SAPinmemory
Cloud
Analytics
CRM @SAPCRM
Financials
Business ByDesign @SAPbydesign
…Etc.
© 2012 SAP AG. All rights reserved. 27
Klout Score for Wholesale Distribution
The Klout Score is the measurement of your overall
online influence. The scores range from 1 to 100
with higher scores representing a wider and
stronger sphere of influence. Klout uses over 35
variables on Facebook and Twitter to measure True
Reach, Amplification Probability, and Network
Score.
© 2012 SAP AG. All rights reserved. 28
Klout Score and # of Followers for [Your Industry Name
Here]
Template
[Your Industry Name
Here]
Klout Score # of Followers # of Connections Etc.
Baseline [Insert Date
Here]
Q3 2012
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Q1 2014
Q2 2014
Q3 2014
Q4 2014
…
© 2012 SAP AG. All rights reserved. 29
2012 Blog / Editorial Schedule for Wholesale
Blog topic Author When Channel
• Know your cost to serve x March Facebook
• Expedite Chargeback
Management
x Feb Twitter
• Warehouse Management x March LinkedIn
• Cloud computing and
SuccessFactors
x April Facebook
• Professional Business
Network
x March SAP Community Network
• View of Wholesaling in Lat
Am
x April Twitter
• HR/WSD specific on
SuccessFactors
x May Facebook
© 2012 SAP AG. All rights reserved. 30
2012 Blog / Editorial Calendar for [Your Industry Name
Here] Template
Topic Author Date Channel
SCN > xyz > abc
SCN >
…
© 2012 SAP AG. All rights reserved. 31
Action
Checklist:
Measure and report uplift and progress of Klout score and number of followers to
your stakeholders and sector leads on quarterly basis
Use template slide “Klout Score and # of Followers
for [Your Industry Name Here]”
Move up the Crawl, Walk, Run maturity curve
Step #2: Learn
Step #1: Assess
Step #3: Develop
Step #4: Execute
Step #5: Measure
Recommended