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CONFIDENTIAL
Mark Yolton | SVP of Digital, Social, and Communities at SAP
2013 Social Media Strategies Summit – Las Vegas
Going Beyond Social Media to Social Business
© 2013 SAP AG. All rights reserved. 2
About SAPOur Vision: To help the world run better and improve people’s lives
© 2013 SAP AG. All rights reserved. 3
About SAPThe world’s leading provider of enterprise application software
232,000customers
180+countries
65,667employees
€16 Billionrevenue
The Social Business Imperative
© 2013 SAP AG. All rights reserved. 5
Social media is central to the B2B decision journey
1 Social Technographics for Business Technology Buyers (Forrester 2011)
2 Corporate Executive Board study (2011)
3 PJA Social Media Index (2011)
86%of B2B tech buyers
engage in social activity for business
purposes1
60%of B2B purchase
decisions are made before speaking to a
vendor2
1.5xIT buyers trust social media 1.5x more than
any other content source3
© 2013 SAP AG. All rights reserved. 6
Information sources for B2B buyers
© 2013 SAP AG. All rights reserved. 7
The sales journey is no longer linear…It is more like “Chutes and Ladders”
Print Ad
Web Search
.com
.com
.com
.com
Analyst report
SAP Consultant
SAP Salesperson
SAP Salesperson
.com
© 2013 SAP AG. All rights reserved. 8
The State of Social Business Adoption *
52% of executives say that social business is important to their companies today. 86% says it will be vital in three years.
- MIT Sloan Management Review 2012 Social Business Global Executive Study.
* Source: Dion Hinchcliffe, Zdnet, Nov. 2012
Transformation at SAP
© 2013 SAP AG. All rights reserved. 10
SAP’s 2015 Goals
© 2013 SAP AG. All rights reserved. 11
SAP Marketing – Five Pillars of Transformation
2. Humanize the SAP Brand
5. Tighten Links to the Business
4. Develop “Pull” Marketing
3. Invest in People
1. Simplify Marketing
Amplify Voice of the Market
© 2013 SAP AG. All rights reserved. 12
Social Networking and the Future of Business
"We've made big bet on social at SAP. We infuse social in everything we do, from how we decide what solutions to build, to how we market/sell them, to how we support customers after sale. ... I'd go so far as saying the 'S' in SAP now stands for social.“
- Jonathan Becher, CMO, SAP
“Social networking will revolutionize business interactions, just as the Internet revolutionized retailing more than a decade ago. And the result will be a game-changing surge in innovation and productivity and a big leap forward in job creation and new growth opportunities.”
- Jim Hagemann Snabe, Co-CEO, SAP
© 2013 SAP AG. All rights reserved. 13
Social Business at SAPEmbedding social into everything we do
SALES
Social Selling
HR
Social Recruiting
BUYING
Social Procurement
SUPPORT
Social Customer Service
MKTG
Social Marketing
CHANNEL
Social Ecosystem
PRODUCT
Social Product
Feedback
© 2013 SAP AG. All rights reserved. 14
An emphasis on pull (vs. push) marketing
Source: Three Wings Media
© 2013 SAP AG. All rights reserved. 15
Push vs. Pull Marketing
This is not “either/or”. The goal is to achieve a balanced model.
Push Marketing promotes unsolicited messages based transactional relationships
1-way communication
Unsolicited: Direct mail, TV/Radio ads, Cold calls
Promotional content
Interrupts
$346 avg cost/lead*
Pull Marketing nurtures a long-term relationship with the customer on their terms
2-way dialogue
Sought out: Social media, blogs, SEM/SEO, 3rd party websites
Value-added content
Engages
$135 avg cost/lead*
* Source: Hubspot.com
© 2013 SAP AG. All rights reserved. 16
We need to be where our buyers are with relevant, engaging content
Pull
Marketing
Source: Sirius Decisions
© 2013 SAP AG. All rights reserved. 17
Get Shared(Social)
Get Leads(Conversion)
Get Found(SEO/SEM) Effective Content
• Tells a story• Is authentic - no marketing spin!• Integrates 3rd party contributors• The right content, to the right person, at right time, through the right channel
Why is content important?
@BrennerMichael
© 2013 SAP AG. All rights reserved. 1818
of the world’s athletic footwear provided
>86% >70%
of the world’s chocolate production
automobiles manufactured per day
>77,000households use energy more responsibly with Smart Grid solutions
>30 millionpeople work more safely using People Safety solutions
>2 million
>72%
of the world’s beer production
>50%
of the world’s packages couriered
Over 65,000 SAP employees in 130 countries provide . . .
Example: Storytelling using SAP “fast facts”
How SAP Leads & Participates
© 2013 SAP AG. All rights reserved. 20
Digital, Social, and Communities at SAP
Digital Social Communities
© 2013 SAP AG. All rights reserved. 21
SAP Community Network
© 2013 SAP AG. All rights reserved. 22
2 millionunique visitors each month
700+community moderators
46%net promoter score (NPS)
400+SCN topic spaces 750
blogs per month
230+countries & territories
12 millionSCN newsletters delivered in 2012
155 millionpage views in 2012
30,000contributors in 2012
© 2013 SAP AG. All rights reserved. 23
Value delivered to SAP customers
Speed – solve challenges faster, and accelerate execution through access to technologies, models, and a network of experts
Efficiencies – reduce TCO resources, time cycles, and financial investments, by re-using proven, existing experiences and solutions
Impact – drive higher quality outcomes and better business results, by leveraging the community and known best practices, and build reputation as you contribute your knowledge and experiences to help others succeed
Insight – benefit from collective wisdom to innovate and differentiate, while gaining a broader perspective, while expanding your own knowledge and expertise
© 2013 SAP AG. All rights reserved. 24
SAP MentorsExpert influencers fuel and guide the community
© 2013 SAP AG. All rights reserved. 25
SAP Community Events: SAP TechEd“Annual Family Reunion” & Physical Manifestation of Virtual Community
© 2013 SAP AG. All rights reserved. 26
SAP TechEd 2012 Social Media Results
#SAPTechEd Tweets34,088 > 35% increase
Generation by Non-SAP Employees90% > 5% increase
# Facebook Posts253 > 34% increase
# Blog Posts463 > 27% increase
Total ImpressionsOver 81M > 67% increase
Through December 31, 2012. All comparison to SAP TechEd 2011 results
© 2013 SAP AG. All rights reserved. 27
SAP in social media
www.sap.com/social
© 2013 SAP AG. All rights reserved. 28
Established reach and engagement
28
1M Fans
16.5M Video Views
1.5BImpressions*
6.2MClicks*
700K“SAP” Mentions*
*2012
SAP Community and Social Media Performance
“SAP has quietly built a B2B social media juggernaut...” –Drew Neisser, Fast Company
“SAP is a community superstar and one of the highest-scoring brands ...” – Comblu, State of Online Branded Communities, Nov 2012
© 2013 SAP AG. All rights reserved. 29
SAP.comOur flagship web property
50M+ visitors in 2012
70 countries
40 languages
590,000 online leads to support SAP sales teams
© 2013 SAP AG. All rights reserved. 30
SAP.comReinventing the corporate website
SAP aspires to be the most socially enabled, socially active, and socially integrated company in the world, to the benefit of our customers, partners, and others who choose to engage with us.
Our strategy is based on these principles:• Become the first corporate technology site that helps
customers navigate the social ecosystem while contributing to the community at the same time
• Provide holistic SAP solution overviews and content across both SAP and user-generated sources
© 2013 SAP AG. All rights reserved. 31
Coming soon: Social media integration on SAP.com
Communities linkLink moved from the footer to the header
Community Hub Page
Single and simple community and social media hub experience
Top SCN posts
Live Twitter feeds
SAP’s Official Social Media Channels
© 2013 SAP AG. All rights reserved. 32
How we measure success
Awareness: Amplifying our messaging and content to prospective customers via social technologies. Examples include:• 500 million SAP impressions driven via search engines
• 1 million fans on Facebook and Twitter
• 2 million unique visitors per month to SAP Community Network
Engagement: Developing a 2-way dialogue with prospects during their buyer’s journey • 155 million page views on SAP Community Network
• 30,000+ contributors on SAP Community Network
• 6.2 million clicks to SAP online experiences via social media
Conversion: Converting website visitors into sales leads• 1.3 million people registered online on SAP.com
• SAP “Test Lab” improves digital conversion rate by 27% with budget savings of 20%
© 2013 SAP AG. All rights reserved. 33
Creating a social culture
Training & Internal Consulting
Policies & Governance
Tools & Infrastructure
Evangelizing the Vision
Employees
© 2013 SAP AG. All rights reserved. 34
Integrating social media globally across SAP Marketing
Social Media Office Hours North America regionCreated weekly virtual “office hours” to train marketers on how to integrate social media into campaigns
Results:• Social media campaigns increased 10X• 75K clicks to SAP content via social
media• Program syndicated globally across SAP
Partner EnablementEurope, Middle East & AfricaEstablished an SAP Partner Portal with timely educational content on how to use social media to grow their business
Results:• 4,000+ partners engaged• B2B Marketing Award winner (2011)• Program being adapted in APJ and
North America
Localized SCN CommunitiesLatin AmericaRe-launched existing but stagnant Spanish and Portuguese communities on SCN
Results:• Recruited over 50 ambassadors to
contribute to the community• # of followers increased by 50% in first
3 months
Pull Marketing OptimizationChina (part of Asia Pacific Japan)Expanded all inbound tactics (phone, teleweb, email) and streamlined/improved processes to optimize leads and conversion
Results:• # of Marketing Generated Opps (MGOs)
from inbound increased 5X• Syndicating program across APJ
Paving the Road Ahead
© 2013 SAP AG. All rights reserved. 36
SAP thought leaders – New voices for new audiences
Over 3.5M pages of SAP authored content was viewed on Forbes last year alone. Top post ~.75M
SAP now has over 100 employees who blog for SAP as part of their core responsibilities. Up from 15 in 2011.
CIO and CMO consistently on “Top Social C-Suite” Lists
SAP spoke in front of 30k attendees from 10 separate global locations for SMW 2012
© 2013 SAP AG. All rights reserved. 37
Outside-In crowdsourced product feedbackIdea Place on SAP Community Network
Objective
• Enable customers and partners to submit product ideas, collaborate on and vote for ideas, and connect with the teams that build SAP products, solutions or services.
Results to date
• 11,500 ideas submitted
• 9,000 comments
• 50,000 votes
• 350 delivered ideas
RANKED(by votes)
100x customers = 1 idea
Top 10 by votes(implement)
Provide status updates on the rest of the ideas
Ideas
© 2013 SAP AG. All rights reserved. 38
Accelerating our product strategySocial and web impact on SAP HANA
350K HANA blog views
36K views 32K views
7MSocial impressions
78KClicks to HANA content
1.2M cumulative visits to HANA web content
182%Growth in HANA Social Followers
Social
Web
SAP.com SAPHANA.com SCN
© 2013 SAP AG. All rights reserved. 39
Social-first product launchesSAP Business Suite on HANA
Digital, Social, and Communities leads the way• Social First Traditional Demand Gen Second
Moving from “Channel”…• “What is your Twitter strategy?”
• “Make sure you keep the Social team in the loop!”
… to Leadership• Faster to market
• Quicker response time
• “Social” is embedded in everything
© 2013 SAP AG. All rights reserved. 40
SAP Jam The first social platform that brings together people, content, data, and process to get work done
On a secure social foundation• Single, secure social foundation• Seamless experience for every business person
• In your business processes• With your applications, data, and content• With customers, suppliers, and employees
Where you work
• Business critical problem solving• Enabling better performance• Real time and mobile
To drive results
Social collaboration:
www.sap.com/jam
© 2013 SAP AG. All rights reserved. 41
Social selling
Listening
Prospecting
Leveraging your partners Competitive research
Building stronger relationships with your customers
Building your reputation
€
Be known for what you know…not what you sell
© 2013 SAP AG. All rights reserved. 42
6 Trends in Social Business
1. Social is not a standalone app It will be seamlessly embedded into applications & daily work
2. Vendor consolidation continues
3. Gamification gets serious
4. The “social” prefix will disappear
5. ROI moves from “ego metrics” to business results
6. Customers define your brand
Social Business is no longer optional
Social Business Business
Key points
© 2013 SAP AG. All rights reserved. 44
To recap
Social business is an imperative
SAP is transforming itself and putting social business into action
Real business value can be achieved
We are only scratching the surface
© 2013 SAP AG. All rights reserved. 45
People have always been social. Business is just catching up.
Artist: Elmer Parolini
Mark YoltonSVP, Digital, Social, and CommunitiesSAP Marketingwww.sap.comhttp://scn.sap.com
http://linkedin.com/in/markyolton
@markyolton