Social Media Week 2012 - Fare Social Media Marketing nel B2B: si può?

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  1. 1. Hashtag ufficiali dellevento: #SMWTorino e #PRODURRETwitta live con noi: @SAPItaliaSeguici anche su:Facebook.com/SAPItaliaYoutube.com/SAPItaliaSlideshare.net/SAPItalia
  2. 2. ShortSMM nel B2B:TitleFare Presentation si pu?Valeria Severini, CEO Freedata Labs26 settembre 2012
  3. 3. AgendaChi Freedata LabsI numeri dei SM nel mondoI SM nel B2B: servono?Come fare?Case SAP Italia 2012 SAP AG. All rights reserved. 3
  4. 4. Chi Freedata LabsToday2010200920081993 2012 SAP AG. All rights reserved.4
  5. 5. Aumenta il tempo speso onlineFonte: http://www.comscoredatamine.com/wp-content/uploads/2012/01/Time-Spent-Online-on-Key-Internet-Categories.png 2012 SAP AG. All rights reserved.5
  6. 6. Aumentano le piattaforme Social 2012 SAP AG. All rights reserved. 6
  7. 7. Aumentano gli utenti dei SMFonte: 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.7
  8. 8. Quanto social il B2B?Fonte: http://www.mediabistro.com/alltwitter/b2b-social-marketing_b20019 2012 SAP AG. All rights reserved. 8
  9. 9. Le conversazioni sui SM sono influentiFonte: http://www.slideshare.net/fullscreen/Tomtrendstream/globalwebindex-b2b-social-media-strategy-2011/5 2012 SAP AG. All rights reserved.9
  10. 10. I SM sono visti come strategici nel B2BSM Behaviour B2B CommunicationsFonte: http://www.slideshare.net/fullscreen/Tomtrendstream/globalwebindex-b2b-social-media-strategy-2011/5 2012 SAP AG. All rights reserved. 10
  11. 11. La popolazione dei SM adultaFonte: 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.11
  12. 12. Social Media Is Central To The B2B Decision JourneyB2B scelteSMSemplificazione e dacquisto difficili costruzione di relazioni86%+76%1.5xof B2B tech buyersInfluence of socialIT buyers trustengage in socialtouch points grows by social media 1.5xactivity for business76% as buyers move more than any other purposes1 from awareness to content source3consideration21 Social Technographics for Business Technology Buyers (Forrester 2011)2 The Customer Decision Journey (McKinsey, 2009)3 PJA Social Media Index (2011) 2012 SAP AG. All rights reserved. 12
  13. 13. Quindi, come fare?Grazie al patrimonio informativo raccolto con le attivitdi monitoring, possibile sviluppare campagne disocial media marketing articolate ed efficaci e avviareuna strategia di conversazione 2012 SAP AG. All rights reserved. 13
  14. 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. 14
  15. 15. Dopo aver compresoPorsi delle domande e (possibilmente) darsi delle risposte: valore aggiunto messaggi messaggiintegrazioneEngagement i SM sono people to people: P2P! tone of voice obiettivicanali 2012 SAP AG. All rights reserved. 15
  16. 16. Misura la tua attivit Molte aziende stanno investendo nei SM senza misurare i risultati dellattivitsvolta: un grandissimo errore! I risultati devono essere misurati, partendosempre dagli obiettivi che ci si posti Tutti i SM permettono di avere dati quantitativi e non poi cos difficile estrarreanche dati qualitativi dai Social Media InsightsEsistono piattaforme professionali chepermettono di fare analisi pi dettagliate, anche aprendo confronti con altre aziende Solo misurando si pu capire cosa funziona e cosa no, e agire di conseguenza! 2012 SAP AG. All rights reserved.16
  17. 17. La teoria del business caseOBIETTIVIPUBBLICOPer quale motivo comunichiamo neisocial media? A chi voglio parlare?Quali sono gli obiettivi da Qual il giusto tone of voice?raggiungere? CANALICONTENUTIQuali sono i canali social cheLe persone vogliono parlare con lepotrebbero maggiormente esserepersoneutili per i miei obiettivi e il miopubblico? Siate onestiQuali budget investire su ciascunoStimolate la curiosit e linteressedi essi? 2012 SAP AG. All rights reserved.17
  18. 18. From push to pullSAP ItalyFlaminio Francisci, SAP Italia26 settembre 2012
  19. 19. SAP is the leading business software vendor worldwideGlobalItaly 14B 328MTotal revenue Total revenue55,700+ 590SAP employees worldwide employees310,000+8000+SAP consultants SAP consultants183,000+3500customers customers 2012 SAP AG. All rights reserved. 19
  20. 20. 2012 SAP AG. All rights reserved. 20
  21. 21. 2012 SAP AG. All rights reserved. 21
  22. 22. I nostri clientiproducono oltre il65% di t e caff chebeviamo ogni giorno.
  23. 23. I nostri clientiproducono pi del60% dei giocattoli e deigiochi di tutto il mondo.
  24. 24. I nostri clientiraggiungono oltre5,2 miliardidi sottoscrittori di servizimobili di tutto il mondo.
  25. 25. I nostri clienti producono pi del 70% del cioccolato mondiale. 2012 SAP AG. All rights reserved. 25
  26. 26. I nostri clientiproducono pi del72% della birramondiale.
  27. 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 worlds #1 tourist destination(Paris) in a year 2012 SAP AG. All rights reserved. 27
  28. 28. Do we really need a social strategy and execution plan? Simplify Marketing Humanize the SAP Brand Invest in PeopleTighten Links to the Business Develop Pull Marketing 2012 SAP AG. All rights reserved. 28
  29. 29. Do we really need a social strategy and execution plan? Simplify Marketing Humanize the SAP Brand Invest in PeopleTighten Links to the Business Develop Pull Marketing 2012 SAP AG. All rights reserved. 29
  30. 30. From helping sales to sell to help customers to buy 2012 SAP AG. All rights reserved.30
  31. 31. SAP Italy YTD resultsSAP Italia10.007 fanOnline April 2012PeerIndex 42Klout Score 47Online April 2012167.922 viewsOnline April 201110.400 viewsOnline April 2012Source: Freedata Labs September 2012PeerIndex and Klout score are relative measure of online authority. They reflects the impact of your online activities, and theextent to which you have built up social and reputational capital on the web. 2012 SAP AG. All rights reserved.31
  32. 32. Not a magic recipe but a competence based try and errorapproachBUY Outside-in: partnership with Inside-out: in-mktg-team plug of an external social expert from FreedataLabs to foster cross pollinationCOMPETENCES 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 doingLISTEN ACT ENGAGE MEASURE ADJUST Listen: one year (2011) with Alterian2 to understand the online Italian conversations about SAPMETHOD 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 2012 SAP AG. All rights reserved. 32
  33. 33. LISTEN: Turn a weakness in a Social opportunitySocial Media 2012 SAP AG. All rights reserved. 33
  34. 34. ACT: Give people a clear direction 2012 SAP AG. All rights reserved. 34
  35. 35. ACT: a consistent and selective/sustainable approach 2012 SAP AG. All rights reserved.35
  36. 36. :ACT: channels creation, by weekly editorial plan and cross pollinating social media team 2012 SAP AG. All rights reserved.36
  37. 37. How we use our SM channels 2012 SAP AG. All rights reserved. 37
  38. 38. ENGAGE: the x-factor to win is the SAP people active engagement Partner = DONE Top Management = DONE Employee = ONGOINGEngagement- CONVERSATION Customers = ONGOING ProspectMaintenance - BASELINE Marketing & Social Media Team SAP EMPLOYEE: Free discovery based w-o-m Lead by example Show reason why through real Italian cases Socialmedia incubator and case history 2012 SAP AG. All rights reserved.38
  39. 39. MEASURE: put the right question and thrust the answer3 months Italian Keywords tuning 2012 SAP AG. All rights reserved.39
  40. 40. SAP case outcomes Create a corporate identity suitable for SM SM as a key strategy component Identifythe SM opportunity and share the SM vision People is the key for SM execution Web listening is the key foundation for any SM decision ManageSM with a closed loop and an open try and error approach Usefew SM with a clear use for DigitalPR is key for SM Cross functional Social media team Engagementof SAP people, partners and customers based on examples 2012 SAP AG. All rights reserved.40
  41. 41. 2012 SAP AG. All rights reserved. 41