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Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali

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Page 1: Communitiy & Social Media  Marketing - Social Pulse 2011 - Salim Ali

8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali

http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 1/15

Communities Accelerating Marketing in the New

World

Salim Ali

Global Vice President, SAP Marketing

Page 2: Communitiy & Social Media  Marketing - Social Pulse 2011 - Salim Ali

8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali

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© 2011 SAP AG. All rights reserved. 2

Agenda

1.The New Real World

2.Community Building

3.Outcome

4.Q&A

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© 2011 SAP AG. All rights reserved. 3

The New Real World

« Living In A World Of  Inf inite Mercurys(with winged f eet)

Instantaneous Networkcast Engaged

Revolution 2.0:Will Be Tweeted / FBed / Checked-in?

Gradual Broadcast Spectatorial

Revolution 1.0: ´Will Not be Televisedµ

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© 2011 SAP AG. All rights reserved. 4

Yes « but a Revolution Is Easy

Market andCustomer Insight

Solution Launch

DemandGeneration

DealAcceleration &

Close

BrandManagement

Implementation &Support

New set of 

online

influencers

SupportDirect

& Indirect RTM

Buying

Behavior Changing

Have ³Social

Media KPIs´

Down-shifting

budgets

Other functions

are ³engaging´prospects

Customers

are ³talkingback´ now

One Voice to

the Market

« and Enterprise Marketing Is Herculean

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© 2011 SAP AG. All rights reserved. 5

The Evolving Customer Conversation

BUILD MARKET SELL SUPPORT 

1:11:NEpisodic

1:1

Page 6: Communitiy & Social Media  Marketing - Social Pulse 2011 - Salim Ali

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Community Building

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© 2011 SAP AG. All rights reserved. 7

It Takes A Village «

and a structured approach to harness the power of 

customer communities

1. Community Frame

2. Engagement Continuum

3. Purposeful Orchestration

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© 2011 SAP AG. All rights reserved. 8

The Community Frame

Engage Where Conversations Happen

EFFORT

Host + Orchestrate +Participate

Orchestrate + Participate

Participate

� ByD Community onSAP.com + FB for ByD + Participate inForbes.com

� CRM FB & Twitter presence + Participatein SFA Forums

� Participate in Pricing

OptimizationDiscussions onPricingSociety.com

LEVEL EXAMPLE

+ SCN on

SAP.com

+ on FB,

Twitter 

on

Forbes.com

High

Med

Low

Building ´ownµ Community is not always the answer 

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© 2011 SAP AG. All rights reserved. 9

The Community Frame

Key Governing Principles

Start ³Inside´ and

extend outward

Seeding

community is

pre-amble

Increased

Awareness

Enhanced

Demand Gen

Accelerated

Adoption

Audience Strategy

Approach Outcome

Build

Nurture

Always-on

community-

driven Nurturing

=

Participate

Imperative

Orc e trate

Ho t

3 ³Levels´ of 

Engagement -

Host,

Orchestrate,

Participate

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© 2011 SAP AG. All rights reserved. 10

The Community Audience Engagement Continuum

Map AudiencePresence

SeedCommunity

OrchestrateConversations

Harvest for Impact

WHO

WHERE

WHY

CON

TEN

T

ENGAGE

ECOS

YST

EM

LEADS & REV

REFERENCES

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© 2011 SAP AG. All rights reserved. 11

Community Seeding Strategy

=

Broader Target

Audience

SAP

Evangelists

SAP CommunityNetwork Members

Mentors

Identify & engage SAP Evangelists

Objective: Seed Conversations

Identify & Manage Mentors /

VIPs

Objective: Bring early external

credibility

1

2

3

Engage MembersObjective: Ramp-up

conversation vibrancy

Engage & Nurture

Audience

Objective: Accelerate

TM

4

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© 2011 SAP AG. All rights reserved. 12

Orchestration of Community Engagement

Content Curation

Source

Transform for 

Communities

Tag and

spotlight

Message Delivery

Seeding

Orchestrated

Message

Discipline with

CommunityRed Thread

Engage & Leverage

Monitor & Respond

Harness

Community

Evangelist pool

Leverage in DGprograms

CONTENT CADENCE CONVERSATION

3C Framework Essential For Scale

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© 2011 SAP AG. All rights reserved. 13

SAP Community NetworkLeadership in Social Innovation, Social Commerce, Social Intelligence

> 2 million members strong> 200 countries and territories

~ 20,000 new members / monthMembers

~ 1 million unique visitors / month 

> 4 million visits @ 20 million pages / month Traffic

> 200,000 have contributed (ever)

> 99,000 last year w/ 2,000 top contributors

~ 6,000 bloggers « 90 SAP Mentors «Contributors

~ 4,000 posts / day in 350+ forums

~ 2 million topic threads @ 7M messages

~ 2 million monthly newsletter impressionsMomentum

~ 700 SAP ecosystem solutions

Thousands of demos and trials delivered

Serving >100 countries @ all industries

> 10,000 leads @ > ¼33M revenue 2010Impact

³SAP Community Network

may be the most extensive

use to date of social media

by a corporation.´

Leveraging the Talent-Driven

Organization The Aspen Institute - 2010

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© 2011 SAP AG. All rights reserved. 14

An Example: Harnessing Power of Community for 

Customer References / Proof Points

Leverage Community

members as contributors &

evangelists

On-line click-

through terms with

low-cost offer 

Lightweight, user-

generated & fast

SAP

Interactive Forms ² Enter To Win Contest

MESSAGE &

OFFER

Showcase your 

Innovation with SAP

Interactive Forms andqualify to win a Book

(SAP Interactive Forms

by SAP Press)

USAGE

Leverage for deal

acceleration

Campaigns with

messaging around

´See how other 

SAP customers

are using SAP

Interactive Forms!´

OUTCOME

1,000+ clicks, 400 

tell me more, 28

f orm submissions, 24 ´Winnersµ in SAP

IF Customer Usage

Catalog

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© 2011 SAP AG. All rights reserved. 15

The Engaged Customer Merits Evolved Marketing

´Sending Flowers on Valentine·s Dayµ

marketing modality is f utile

The other 364 days of customer touch

matter; and matter a whole lot more

Marketing Imitating Lif e Is The Core of  

Eff ective Social