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How SAP replicated its successful social media processes across the globe
Operationalizing Social Media:
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Todd Wilms
Head of Social Business Strategy
SAP
@ToddMWilms
Presenters
• Video of Todd Wilms' B2B Summit 2011 Session - How SAP replicated its successful social media practices across the globe –http://www.marketingsherpa.com/article/presentation/video-todd-wilms-b2b-summit
• Operationalizing Social Media: How SAP replicated its successful social media practices across the globe – http://www.marketingsherpa.com/video/social-media-todd-wilms
• B2B Summit 2011: 5 takeaways on social media, lead generation, building a customer-centric approach, and more –http://www.marketingsherpa.com/article/wrap-up/5-takeaways-on-social-media
• Social Media Marketing: How SAP identifies and replicates successful tactics across a global company– http://www.marketingsherpa.com/article/how-to/how-sap-identifies-replicates-successful
• Think Social, Act Personal – http://www.forbes.com/sites/sap/2013/01/21/think-social-act-personal/
• Who are the Best Marketers? –http://www.forbes.com/sites/sap/2013/04/22/who-are-the-best-marketers/
Further Resources
• 716,000 fans(combined)
The social DNA of SAP
• 270,000 followers • 553,000 followers (combined)
• 1.46 million video views
SAP Community Network:•2,500,000 members
•20,000 new posts per month•4,000 new blog posts per day
• 77,000 views
SAP Social Engagement in 2012:•140,000 likes, comments, retweets, etc.
•1,400,000 clicks
SAP’s challengeUnderstanding how social media works around the world
Can’t be viewed in many areas of the world
There is a difference in promotions…
Activities that use social media, social softwareand social networks to enable the more efficient, effective and mutually useful connection between people, information and assets. These connections can drive business decisions, actions and outcomes across the enterprise.
What is social business?
– MIT Sloan School of Management
“”
This allows teams to have impactful, late-stage conversation, enabling them to achieve
greater results and engage with more customers.
SAP in Social Business
SAP found by utilizing social business techniques, customers are
now more informed when they engage with a sales person.
How did SAP replicate its successful social processes across the globe?
Sales team
“If you’re not there, someone else is taking your
customers from you.”– Todd Wilms
?
• SAP team focused on Slovakia Banking, which had its own social media presence with a small following
• Consolidated into a SAP Finance Channel to promote many conversations and cross-educate on topics
• Steering people away from “small microcosms” and toward broader communities
Example: SAP Slovakia Banking
Before:Overly specific, alienating and dividing audiences
After:Unifying, bringing in people
of diverse interests
Example: Latin America
Example: Latin America
34 different social media accounts
with no real strategy
Language is important, not country
20% Promotional material vis-à-vis80% value added info
4 Facebook accounts 4 Twitter accounts
2 LinkedIn accounts
Consolidate to engage with a wider audience, create good content, educate
No real strategy
Visit MECLABS.com/LG
Agenda Announcement
Todd WilmsHead of Social Strategy
SAP
Adriel SanchezVP, Demand Generation
SAP
Save $300Before July 31
www.act-on.com | @ActOnSoftware | #ActOnSW
Next Steps
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Across SAP’s 233 global Twitter accounts, @SAPBrasil is ranked
number 10 in followers and engagement. @SAPLatinAmerica
is number 19.
Example: Latin America
Latin American subscribers to SAP’s internal social media
community has increased 25%.
A campaign featuring a social app targeting specific buying centers drove over 12,000 visitors and a
15% engagement rate.
Across SAP’s 112 global Facebook accounts, SAP Latinoamerica
ranks number four, and SAP Brasilranks number five.
RESULTS
For SAP Latin America, one year after implementing a formal social media strategy, the
metrics show the value in an organized social effort:
From February to December 2012, followers on external
social media sites grew from just over 10,000 to close to 95,000. That number is now
over 100,000, an overall lift of 900%.
Across the region, there is a 17% interaction rate.
Creative Sample: Pinterest
Know yourself
Sell up and down into the organization
Know that “social is not the answer to every
question”
Develop replicable best practices
Develop the framework for your programs
Develop the right goals and objectives
Sell up and down into the organization
Find your audience (social listening)
Set the right goals and set them early
Think “long-term” for social
Know that “social” is not the answer to
every question
Review your social history
The Lesson: Realistically gauge the resources you have and the resources you need before launching.
Review your history
Identify the right mix of
strategy, tactics and channels Learn from mistakes
Strategy
Replicate process everywhere
Guidance
Hands-on Approach
Prioritize Projects
Recruit Help
Adjust and focus programs that
have already been established
Produce a content strategy
and editorial calendar
Distribute legal and branding
guidelines
Devise a cohesive strategy
Identify the talents on your
team
Save your blueprint
Tweak/launch pilots
Social media is part of the self-educated customer
Shopping cart?
How do customers get to the shopping cart?
Offline
?
of the world’s athletic footwear
>86% >79%
of the world’s chocolate production
of the world’s motorcycleproduction
>82%households use energy more responsibly with Smart Grid solutions
>30,000,000people work more safely using People
Safety solutions
>2,000,000
>77%
of the world’s beer production
>50%
of the world’s packages couriered
Over 65,000 employees in 128 countries provide . . .
SAP customer facts…
55% of marketers said “Developing a methodical social
marketing strategy.”
Only 19% of organizations
have a formal process for developing a social strategy.
What are the most frustrating challenges to social media marketing effectiveness?
• 73% of sales reps who use social selling techniques met their quota in 2012, whereas “non-social” reps meeting quota ranged from 43% down to 15% (Aberdeen)
• Revenues from customers engaged in social communities are 19% higher than non-social customers (IDC)
Why is social media important?
Reach customers primarily through social means
No
Yes
NewlyYes
20%
18%
Rev
enu
es
Spen
din
g
Social selling attributed to …
McKinsey 2013 McKinsey 2013
38%
To make:
•47 products
•28 industries
•128 countries
successful in the social media world.
SAP’s challenge
Benefits of a Social Business Strategy
Effectively engage customers
Establish an efficient model
when, where and how they want
for engaging customers
Improve insightinto audience needs
Create mutually beneficiallong-lasting relationships
Time Warner drove a 605% increase in job seekers in just two months using social recruiting
(with Success Factors)
Starbucks drove 157,000 new
product ideas from its social
collaboration
Results of Social Business
Dell’s social-selling initiative drove
$200 million in new revenue in 18
months
Capital One drove time-to-service of its
supplier network from days to minutes
using collaborative networks
Company Outcomes
Digital culture across the
organization
Establish governance and
training for success
Identify “high-impact” areas of the business to focus for “quick
wins”
Define tools and technology to enable
transformation
More nimble, reactive
marketing organization
Relevant content creation and
dissemination