the real social marketing opportunity: reinvent marketing from scratch

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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

timo.elliott@sap.com

Twitter: @timoelliott

Blog: timoelliott.com

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Thank you

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