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Hashtag ufficiali dell’evento: #SMWTorino e #PRODURRE
Twitta live con noi: @SAPItalia
Seguici anche su:
Facebook.com/SAPItalia
Youtube.com/SAPItalia
Slideshare.net/SAPItalia
Short Presentation Title Fare SMM nel B2B: si può? Valeria Severini, CEO Freedata Labs
26 settembre 2012
© 2012 SAP AG. All rights reserved. 3
Agenda
Chi è Freedata Labs
I numeri dei SM nel mondo
I SM nel B2B: servono?
Come fare?
Case SAP Italia
© 2012 SAP AG. All rights reserved. 5
Aumenta il tempo speso online
Fonte: http://www.comscoredatamine.com/wp-content/uploads/2012/01/Time-Spent-Online-on-Key-Internet-Categories.png
© 2012 SAP AG. All rights reserved. 7
Aumentano gli utenti dei SM
Fonte: http://www.nowmedia.it/2012/05/21/lo-stato-dell-arte-social-media-social-network-statistiche-a-confronto-2012-classifica-social-network/
© 2012 SAP AG. All rights reserved. 8
Quanto è social il B2B?
Fonte: http://www.mediabistro.com/alltwitter/b2b-social-marketing_b20019
© 2012 SAP AG. All rights reserved. 9
Le conversazioni sui SM sono influenti
Fonte: http://www.slideshare.net/fullscreen/Tomtrendstream/globalwebindex-b2b-social-media-strategy-2011/5
© 2012 SAP AG. All rights reserved. 10
I SM sono visti come strategici nel B2B
B2B Communications
SM Behaviour
Fonte: http://www.slideshare.net/fullscreen/Tomtrendstream/globalwebindex-b2b-social-media-strategy-2011/5
© 2012 SAP AG. All rights reserved. 11
La popolazione dei SM è adulta
Fonte: http://www.nowmedia.it/2012/05/21/lo-stato-dell-arte-social-media-social-network-statistiche-a-confronto-2012-classifica-social-network/
© 2012 SAP AG. All rights reserved. 12
Social Media Is Central To The B2B Decision Journey
1 Social Technographics for Business Technology Buyers (Forrester 2011)
2 The Customer Decision Journey (McKinsey, 2009)
3 PJA Social Media Index (2011)
86%
of B2B tech buyers
engage in social
activity for business
purposes1
+76%
Influence of social
touch points grows by
76% as buyers move
from awareness to
consideration2
1.5x
IT buyers trust
social media 1.5x
more than any other
content source3
SM B2B scelte
d’acquisto difficili
Semplificazione e
costruzione di relazioni
© 2012 SAP AG. All rights reserved. 13
Quindi, come fare?
Grazie al patrimonio informativo raccolto con le attività
di monitoring, è possibile sviluppare campagne di
social media marketing articolate ed efficaci e avviare
una strategia di conversazione
© 2012 SAP AG. All rights reserved. 14
Le domande da porsi
#1 – Cosa si dice in rete della tua azienda?
#2 – Cosa si dice in rete dei tuoi competitor?
#3 – Cosa si dice in rete del tuo settore industriale?
COMPRENDI
© 2012 SAP AG. All rights reserved. 15
Porsi delle domande e (possibilmente) darsi delle risposte:
valore aggiunto
messaggi
integrazione
tone of voice
obiettivi
Dopo aver compreso…
Engagement i SM sono people to people: P2P!
messaggi
canali
© 2012 SAP AG. All rights reserved. 16
Misura la tua attività
• Molte aziende stanno investendo nei SM senza misurare i risultati dell’attività
svolta: è un grandissimo errore! I risultati devono essere misurati, partendo
sempre dagli obiettivi che ci si è posti
• Tutti i SM permettono di avere dati quantitativi e non è poi così difficile estrarre
anche dati qualitativi dai Social Media Insights
• Solo misurando si può capire cosa funziona e cosa no, e agire di conseguenza!
Esistono piattaforme professionali che
permettono di fare analisi più dettagliate, anche
aprendo confronti con altre aziende
© 2012 SAP AG. All rights reserved. 17
La teoria del business case
OBIETTIVI
Per quale motivo comunichiamo nei
social media?
Quali sono gli obiettivi da
raggiungere?
PUBBLICO
A chi voglio parlare?
Qual è il giusto tone of voice?
CANALI
Quali sono i canali social che
potrebbero maggiormente essere
utili per i miei obiettivi e il mio
pubblico?
Quali budget investire su ciascuno
di essi?
CONTENUTI
Le persone vogliono parlare con le
persone
Siate onesti Stimolate la curiosità e l’interesse
© 2012 SAP AG. All rights reserved. 19
SAP is the leading business software vendor worldwide
55,700+ SAP employees worldwide
€ 14B Total revenue
310,000+ SAP consultants
Italy Global
590 employees
€ 328M Total revenue
8000+ SAP consultants
3500 customers
183,000+ customers
I nostri clienti
raggiungono oltre
5,2 miliardi di sottoscrittori di servizi
mobili di tutto il mondo.
© 2012 SAP AG. All rights reserved. 25
I nostri clienti
producono più del
70% del cioccolato
mondiale.
© 2012 SAP AG. All rights reserved. 27
Do we really need
social media?
SAP has over 90.3M visits to our digital properties each year.
6x as many people visit SAP than visit the world’s #1 tourist destination
(Paris) in a year
© 2012 SAP AG. All rights reserved. 28
Do we really need a social strategy and execution plan?
Humanize the SAP Brand
Tighten Links to the Business
Invest in People Simplify Marketing
Develop “Pull” Marketing
© 2012 SAP AG. All rights reserved. 29
Do we really need a social strategy and execution plan?
Humanize the SAP Brand
Tighten Links to the Business
Invest in People Simplify Marketing
Develop “Pull” Marketing
© 2012 SAP AG. All rights reserved. 31
SAP Italy YTD results
PeerIndex and Klout score are relative measure of online authority. They reflects the impact of your online activities, and the
extent to which you have built up social and reputational capital on the web.
Source: Freedata Labs September 2012
SAP Italia
10.007 fan
Online April 2012
PeerIndex 42
Klout Score 47
Online April 2012
167.922 views
Online April 2011
10.400 views
Online April 2012
© 2012 SAP AG. All rights reserved. 32
Not a “magic recipe” but …
… a competence based “try and error”
approach
BUY
Outside-in: partnership with
Inside-out: in-mktg-team plug of an external social expert from
FreedataLabs to foster cross pollination
MAKE
Tight link with SAP social media communities and alignment with
the SAP social media strategy
MKTG is the exampler: Upskill of the Italian MKTG team with
dedicated training and learning by doing
COMPETENCES
LISTEN ACT ENGAGE MEASURE ADJUST
Listen: one year (2011) with Alterian2 to understand the online
Italian conversations about SAP
Act: create SAP Italy SM channels, manage them with a by
biweekly editorial plan, moderate them
Engage: “people to people” with a bottom up approach
Measure: set-up of a local reporting based on SDL SM2
METHOD
© 2012 SAP AG. All rights reserved. 33
LISTEN: Turn a weakness in a “Social” opportunity
Social Media
© 2012 SAP AG. All rights reserved. 36
ACT: channels creation, by weekly editorial plan and …
… cross pollinating social media team
:
© 2012 SAP AG. All rights reserved. 38
ENGAGE: the x-factor to win is …
… the SAP people active engagement
Partner = DONE
Top Management = DONE
Employee = ONGOING
Customers = ONGOING
Prospect
Marketing & Social Media Team Maintenance - BASELINE
Engagement - CONVERSATION
SAP EMPLOYEE:
Free discovery based w-o-m
Lead by example
Show “reason why” through real Italian cases
Social media incubator and case history
© 2012 SAP AG. All rights reserved. 39
MEASURE: put the right question …
… and thrust the answer
3 months Italian Keywords tuning
© 2012 SAP AG. All rights reserved. 40
SAP case outcomes
Create a corporate identity suitable for SM
SM as a key strategy component
Identify the SM opportunity and share the SM vision
People is the key for SM execution
Web listening is the key foundation for any SM decision
Manage SM with a closed loop and an open “try and error” approach
Use few SM with a clear “use for”
Digital PR is key for SM
Cross functional Social media team
Engagement of SAP people, partners and customers based on examples