Download - The Real Social Marketing Opportunity: Reinvent Marketing From Scratch

1© 2014 SAP AG or an SAP affiliate company. All rights reserved.

Reinventing Marketing From Scratch

Timo Elliott, SAP Innovation Evangelist, February 2014 Public

© 2014 SAP AG or an SAP affiliate company. All rights reserved. 2Public

Our customers produce more than

65% of the coffee and tea we drink each day



70% of the world’s chocolate.


Our customers

produce 64% of the world’s ice cream.



72% of the world’s beer.


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“)


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

http://www.slideshare.net/briansolis/official-slideshare-for-whats-the-future-of-business

73% of people surveyed wouldn’t care if the brandsthey use disappeared from their life.

Source: Co.Exist


Power To The People


From MarketingTo Experience


“If you have to be naked, you’d better be buff”

Don Tapscott

But you still have a megaphone…


Be Interesting

Howard Gossage


ROI = Return on Interesting


From Ivory Tower to Refinery


Insert page titleSubtitle

First level

Second level Third level

Content

Communication

Community


Fewer Bureaucrats, More Entrepreneurs


The Right Incentives


Rethinking Campaigns


B2C or B2B? No, H2H


You Are Not That Interesting


Tell True Stories


Educate And Entertain


Marketing becomes part of your customer

experience

© 2014 SAP AG. All rights reserved. 26

Customer Experience


Reinvent Luxury Service


Be A Trusted Advisor


Track Who Likes Your Products (And Why, And When…)


Engage Your Fans


http://global.sap.com/campaigns/superbowl-2014/index.html


Orange Poland (Telekomunikacja Polska)

Churn model accuracyimproved by 47% withsocial


“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


Optimize The Customer Experience With “Playnomics”


Mapping stores on STM lines and stations

• STM Partners’ stores.

Create a Commerce Eco-System


• 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


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


The SAP Community Network: 2.5 Million Members


Thank you!

Timo Elliott, SAP

[email protected]

Twitter: @timoelliott

Blog: timoelliott.com

Download - The Real Social Marketing Opportunity: Reinvent Marketing From Scratch

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