integrating social media into your marketing mix€¦ · social media monitoring to drive insights...

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

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