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Michael BrennerDirector, Online and Social Media - SAP Americas
Integrating Social Media Into Your Marketing Mix
What is Social Media?
“Social media: …the use of web-based technologies to transform and broadcast media monologues into social media dialogues…and transform people from content consumers to content producers.”
~ Wikipedia
Social Has Taken Over
Bigger than email… Bigger than search...
“Social Networks have existed for as long as we have.” ~ Paul Adams, Google: The Real Life Social Network
What is the Impact on Purchase Behavior?
DEI Worldwide/OTX ”The Impact of Social Media on Purchasing Behaviour”
@DellOutlet drives sales with Twitter. Can you?
Objectives of Online Media vs Social Media:1. Drive Leads, Sales Pipeline, Revenue2. Increase prospect “engagement”?
The Scream explained by Paul Wineguy
~ Paul Adams, Google: The Real Life Social Network
“Social networking is a means to an end. You need to understand what the end is.”~ Paul Adams, Google: The Real Life Social Network
It’s not about the technologies…It’s about the relationships
It’s Not About The Technology…It’s About the Relationships
Marketing SalesService &
SupportInnovation Collaboration
Customer
Experience
2. Social
Marketing
Insights
3. Rapid
Social
Marketing
Response
4. Social
Campaign
Tracking
Social Customer Insights
5. Social
Event
Management
6. Social
Sales Insights
7. Rapid
Social Sales
Response
8. Proactive
Social Lead
Generation
9. Social
Support
Insights
10. Rapid
Social
Response
11. Peer-to-
Peer Unpaid
Armies
12.
Innovations
Insights
13.
Crowdsourced
R&D
14.
Collaboration
Insights
15. Enterprise
Collaboration
17. Seamless
Customer
Experience
18. VIP
Experience
16. Extended
Collaboration
© 2010 Altimeter Group
Attribution-Noncommercial-Share Alike 3.0 United States
The 18 Use Cases of Social Media
Social Media Monitoring to Drive Insights
1. Social Media Insights
Rapid Social Media Response
Social Campaigns
Social Event Management
•Drive insights across Sales, marketing and support
•Understand brand sentiment, key themes, hot topics, trends and influencers
•Identify opportunities for Social engagement
•Example: “SAP struggles with BOBJ integration story”
•Action: Social Campaign using Explorer to demonstrate our leadership in BI
•Mitigate Risk
•Example: “SAP Failed ERP Implementations”
•Action: Paid Search Campaign presenting ERP Customer Success Stories
Social Monitoring – Paid Services
15
From Radian 6
Other providers
Buzzmetrics
Cymfony
Dow Jones
Scout Labs
Techrigy/Alterian
Visible Technologies
Social Media Monitoring - for Free
•Google Alerts
• Monitor the conversations taking place in blogs/forums/etc about your industry, products and competitors by using keywords to create alerts delivered to you by email.
•TweetBeeps
• Monitor the conversations taking place in Twitter about your industry, products and competitors by using keywords to create alerts delivered to you by email.
•SocialMention
• Monitor and measure what people are saying about you, your company, a new product, or any topic across the web's social media landscape in real-time. Social Mention monitors 100+ social media properties directly.
Respond When Necessary to Mitigate Risk
Social Media Insights
2. Rapid Social Media Response
Social Campaigns
Social Event Management
• Defend the Brand
• Example: Inappropriate YouTube Video
• Action: Global Marketing sent “cease and desist” letter to YouTube
• Customer Support
• Example: “I cannot find CrystalReports support on the SAP website”
• Action: SAP employee responds “I can help you?”
• Demand Signal Identification
•Example: Twitter: “Anyone have a POV on SAP vs Oracle?”
•Action: SAP Inbound Tele team identifies the post and direct messages the contact
Employ Social Media in all Tactics
Social Media Insights
Rapid Social Media Response
3. Social Campaigns
Social Event Management
Use existing SAP Social Presence to:
• Create News / Amplify Good News
• Engage prospects
• Accelerate pipeline
Website Tactics: “Share This” and “Follow Us” Functionality
Social Media Tactics: Email Integration
All emails have options for individuals to share or interact.
1) Share Link – this allows recipients to “share” this message across social media channels such as Digg, Twitter, Facebook, etc.
2) Follow Us – this allows recipients to connect with SAP on Facebook, Twitter and Linkedin.
Social Media Tactics: Landing Pages
Live Webcast Tweeting
Benefits:
• Reach: Extends the message beyond the live audience as their followers begin receiving updates about the event.
• Message Validation: Ability to see if the intended message was communicated effectively based on the tweets
• Rapid Response: Ability to either immediately reply to these individuals online, bring the conversation offline after the event or direct them to the first point of contact.
• Engagement: Increase audience member participation with the content.
• Sales: Identifying individuals that may be further down the buying process.
Twitter - @SAPNorthAmerica
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@SAPNorthAmerica Followers
TwitterTweets Clicks Value Add Inquiries Leads Opps Deals
This Year 1,176 9,408 $18,816 263 13 4 1
*based on PPC avg CPC of $2 and conversion rate of 2.8%
Participating in Conversations on LinkedIn and Other Community Sites
What are the best CRM products for a law firm?”
“ My suggestion is OnDemandsolutions:”
“
Drive Attendance and Engagement For SAP Events
Social Media Insights
Rapid Social Media Response
Social Campaigns
4. Social Event Management
• All Webcasts have Social Support
• Strategic Live / Virtual Events:
•SAPPHIRE – “Top Trending” Topic
• Steps:
•Create hashtag (like #SMPlus)
•Share on event site and event emails
•Create content prior to event and share with Top Tweeters
•Seed and share content during events
Strategy: Drive Social Media into our DNA at SAP
– Who: Technology decision makers, buyers and influencers
– What: Twitter, Linkedin, Facebook, Social sharing, blogs, YouTube, SCN
– How: Active listening and support in all campaigns
– Results: Driving leads for SAP
40K visits via blogs
20K followers18+ accounts
25K fans, 15+ active pages
5 major groups2M+ members
4 major groups 30K+ members
“SAP Community Network…may be the most extensive use to date of social media
by a corporation.”
Richard Adler, Leveraging the Talent-Driven Organization, The Aspen Institute, March 2010
5 Steps to Executive Buy-in
1. Show Them The World Has Changed
2. Show Them The Money
3. Answer The Hard Questions
4. Present a Strategy
5. Get Them Involved
The 4 C’s of Social Media
1.
2.
3.
4.
Customers
Content
Context
ChannelsSocial media is not an interruption but a distraction medium!
Michael Brenner@brennermichael
Follow Me: | | | B2B Marketing Insider Blog