Ma nel B2B si può fare marketing con i social network?

Marcus Starke | Sr. VP, Worldwide Marketing RegionsMilan Polytechnic University | Milan, July 2012

A Glimpse into Social Media at SAP

© 2012 SAP AG. All rights reserved. 2

Agenda:

1. Intro / SAP Background

2. Market Transformation: Why B2B Social Media is Important

3. How SAP Leads & Participates in Social Business

4. Impact & Results


SAP is the leading business software vendor worldwide

55,700+ SAP employees worldwide

€ 14BTotal revenue

310,000+SAP consultants

ItalyGlobal

590employees

€ 328MTotal revenue

8000+SAP consultants

3500customers

183,000+customers


SAP Marketing Strategy for Growth, Results & Impact

Faciilitate strategic revenue growthDeliver marketing innovationReach new markets and audiencesBuild trusted customer relationships and enhance customer loyaltyCreate strong, positive customer interactions

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

Drive Business Impact for SAP


Markets & Audiences Have Changed: Why Social is Changing the Game

From ToPhysical Presence (Shows and Events) Digital RelationshipsSpray and Pray Tactical Hits Complete Buying Lifecycle Engagement“Segment” & “Executive” Targeting PersonasMeasure Activity Measure ResultsProduct Message Product KnowledgeSelling Product Facilitating Solution Discovery Sales Cycle Buying CyclePush Messaging Pull MessagingProduct Marketing Unified Content Marketing StrategyManual Programs Automated Sustainable PracticesShort-Term Tactical Hits Long-Term Lifetime RelationshipsBrand-Building via Claimed Reputation Earned Reputation via Trust


Vast Landscape of Social Media Tools & Platforms


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

1.5xIT buyers trust

social media 1.5x more than any other

content source3

How SAP Leads & Participates


SAP Social Media: Strategic Components

• Designed to support and complement our broader marketing strategy

• Begin building a “Pull Marketing” mindset within the organization

• Build deeper connections with our customers, prospective customers and key influencers

• Focus on content/education, communities and two-way conversations

• Recognize the unique nature social media • The “message” is two-way and not fully within our control• The internet has changed customer’s expectations- they are more informed than ever

before• Requires developing, testing and refining the metrics by which our social media efforts

are measured


SAP on Social Media

SAP is a social business

- Facebook- Twitter - LinkedIn- YouTube- Slideshare - Google+ - Flickr - Blogs- Communities

http://sap.com/social


The SAP Community Network (SCN)Growth & Expansion

2003 2005 2009 2012

Launch:

SAP Developer Network

100K Members

JiveForums

Blogs 1M Forum Posts

2007

Launch: BPX

Add Wikis 1M

Members

Rebrand:SCN

Launch:

Business Objects

Community

University Alliances

Community

Launch:

EcoHub App Store

Career Center

2.5M Members

1.5M UMV

>100,000 Contributors /

year

SAP Idea Place

> 1M Newsletter Subscribers

Launch New, Modern SCN

Launch:

Code Exchange


1,200,000unique individual visitors each month

30,000new members per month

9,200active bloggers

3,000+discussion posts per day

375+discussion topics 272,000

total contributors

230+Countries & territories

450blogs per month

9,300,000total messages


SAP on Facebook

SAP Community Network Current Fans : 30,000+

SAPCurrent Fans : 122,000+


SAP on Twitter

@SAPcommnetFollowers: ~11,000

@SAPFollowers: ~45,000


SAP on Slideshare SAP SAP Community Network


SAP on LinkedIn

SAP Community Network Current Members: ~11,000

SAPCurrent Members: ~107,000


SAP on YouTube

SAP CommunitySubscribers: 1,750Video Views: 174,000

SAPSubscribers: 1,800Video Views: 191,000


SAP’s Main Social Channels

/SAP all /SAPCommunityNetwork

400,000 30,000

@SAP all @SAPCommNet

300,000 11,000

/company/SAP /(search for our Group)

103,000 11,000

/(google it)

2,500

/SAP /SAPCommunities

176,000 174,000

/SAP /SAPCommunityNetwork

4,800 14,000


SapphireNowOrlando, Florida – 2012

http://www.flickr.com/photos/traftery/7205345880/in/photostream




Over-Achievement of Social Media Goals

KPI 2012 Goal As of May 16 % of GoalMentions of “SAPPHIRE NOW” 23,000 36,500 +159%Engagement 5,000 5,500 +110%Clicks 112,500 140,000 +124%

Mentions

Engagement

Clicks


Visits to SAP

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


Visitors to SAP

With over 44M unique visitors to SAP, If it were a country, we would be the 30th biggest. Larger than Argentina.


Fans

Our branded Twitter and Facebook pages have over 700,000 fans and followers. They would fill Wembley Stadium 8 times . . .


What Analysts & Experts Say

“You can't really have a discussion about communities without referencing the SAP Community Network.-Sameer Patel, Partner at Sovos Group, Blogger

“Benefits like easier networking, industry recognition and professional development drive engagement.” Paul Gillin & Eric Schwartzman, Social Marketing to the Business Customer

“SAP has quietly built a B2B social media juggernaut...” –Drew Neisser, Fast Company

“Community members learn about each other's implementations, so the time needed to evaluate technology solutions dramatically decreases.” - Michael Brito, Author, Smart Business, Social Business

SAP is far and away the community superstar...”– Comblu, State of Online Branded Communities, Nov 2011


Summary• Shifting the Marketing Mix:

• Pull Marketing through social media initiatives will play a growing role in SAP’s broader strategy

• Integration is key• Social media cannot be done in isolation

• Educate and train the organization on the “new marketing vision”• Social media is “organic” and not linear• It’s not a B2B or B2C mindset, but B2P: Business to People

Refine metrics and Key Performance Indicators:Reach: who are we reaching & how many?Engage: such as shares, re-tweets, time spent on siteTake action: click-throughs, referral traffic, information downloads, webinar registrationsExtend & Share: measure satisfaction and loyalty through repeat visits, referrals, advocates for SAP

Thank You!

Contact information:

Marcus StarkeSenior Vice President, Worldwide Marketing [email protected]@marstarke (Twitter)
