the real social marketing opportunity: reinvent marketing from scratch
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Presentation from Social Media Week Copenhagen. Social marketing is not about pushing content via tweets and blogs instead of TV and print. It's about power to the people, and new opportunities for marketers everywhere... More here: http://timoelliott.com/blog/2014/02/its-time-to-reinvent-marketing.htmlTRANSCRIPT
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Reinventing Marketing From Scratch
Timo Elliott, SAP Innovation Evangelist, February 2014 Public
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Our customers produce more than
65% of the coffee and tea we drink each day
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Our customers produce more than
70% of the world’s chocolate.
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Our customers
produce 64% of the world’s ice cream.
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Our customers produce more than
72% of the world’s beer.
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What Is An Evangelist?
The Greek word εὐαγγέλιον (latinized to Evangelium) originally meant a reward given to the messenger for good news (εὔ = "good", ἀγγέλλω = "I bring a message“)
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The World Changed. Did Your Marketing?
80% of CEOs think they deliver a superior customer experience
Source: The New Yorker
-- but only 8% of customers agree.
Millennials trust strangers over family and friends. They lean on User-Generated Experiences for purchase decisions.
Source: Brian Solis’ Future of Business, 2013
73% of people surveyed wouldn’t care if the brandsthey use disappeared from their life.
Source: Co.Exist
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Power To The People
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From MarketingTo Experience
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“If you have to be naked, you’d better be buff”
Don Tapscott
But you still have a megaphone…
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Be Interesting
Howard Gossage
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ROI = Return on Interesting
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From Ivory Tower to Refinery
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Insert page titleSubtitle
First level
Second level Third level
Content
Communication
Community
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Fewer Bureaucrats, More Entrepreneurs
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The Right Incentives
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Rethinking Campaigns
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B2C or B2B? No, H2H
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You Are Not That Interesting
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Tell True Stories
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Educate And Entertain
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Marketing becomes part of your customer
experience
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Customer Experience
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Reinvent Luxury Service
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Be A Trusted Advisor
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Track Who Likes Your Products (And Why, And When…)
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Engage Your Fans
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Orange Poland (Telekomunikacja Polska)
Churn model accuracyimproved by 47% withsocial
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“Data-driven decision making played a huge role in creating a second term for the 44th President. In politics, the era of big data has arrived.”
- Time Magazine
Engage Your Fans
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Optimize The Customer Experience With “Playnomics”
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Mapping stores on STM lines and stations
• STM Partners’ stores.
Create a Commerce Eco-System
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• Interact with consumer in the field• Run mobile marketing campaigns based
on consumer profile and location
• Interact with consumer in real-time anywhere, anytime.
• Design & run mobile marketing campaigns based on consumer profile and location
• Analyze consumer behavior in the field
Create a Commerce Eco-SystemA platform for real-time interactivity between consumers, STM and partners
SAP Precision Retailing(On-Demand, Multitenant, High Performance, Scalable)
• Receive information, discounts & Special offers
BI
CRM
Merchants
Outings
Transports
Partners
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Unwire your business to deliver secure, real-time, business-critical information – anytime, anywhere, to anyone, on any mobile device.
Run your business smarter, faster, and simpler, with an integrated suite of applications powered by SAP HANA – delivering long-term predictability and nondisruptive innovation.
ApplicationsExplore and exploit data, find answers in real time, and make confident decisions. Harness visually compelling, easy-to-use tools on the devices of your choice.
Analytics
Mobile
Simplify your IT infrastructure dramatically and drive high-value innovation by exploiting across structured and unstructured data sources.
Database & Technology
A real-time business platform, powered by SAP HANA
Our portfolio combines the best of next-generation technology to help you innovate, transform and grow
Capture the power of the cloud – while fully integrating with on-premise investments. Empower your employees, engage customers, and collaborate with partners across business networks.
Cloud
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The SAP Community Network: 2.5 Million Members
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Thank you!
Timo Elliott, SAP
Twitter: @timoelliott
Blog: timoelliott.com
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Thank you
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