growing up with social
Post on 20-Jan-2015
1.857 Views
Preview:
DESCRIPTION
TRANSCRIPT
Growing Up With Social
Ted Sapountzis, Vice President Social Media Audience Marketing
@sapountzis
© 2011 SAP AG. All rights reserved. 2
Who Is SAP?
>190K customers across 25 industries and 120 countries
>2M members in the SAP Community Network
© 2011 SAP AG. All rights reserved. 3
Forget The Funnel
Or?
© 2011 SAP AG. All rights reserved. 4
Your Customer Is Now In Control
70% of buyers decide
before speaking with you
86% of B2B tech buyers
engage in social media
2/3 of IT professionals use
social media
30 Billion of pieces
of content shared on Facebook
each month
© 2011 SAP AG. All rights reserved. 5
What If We Could….
Promote
/ Sell Care
Innovate
…drive innovation our
customers want, with them?
…build loyalty unheard of in the
industry ?
…help expand our reach ?
…track every customer
interaction from first ‘social’
encounter to close?
© 2011 SAP AG. All rights reserved. 6
Unfortunately Not Yet
© 2011 SAP AG. All rights reserved. 7
Pop Quiz: What Do These Years Correspond To?
1990
1993
1994
2004
© 2011 SAP AG. All rights reserved. 8
The Journey To Social Enlightenment Four (messy) stages
Organic
Embedded
Integrated
Enabled
Limited, mostly
free Proliferation
Consolidated
and consistent
Embedded in
existing systems
None
Few but motivated
Centers of
excellence
Knit in all corp.
processes
Weaved in
DNA Roles emerge
Aligned across all
functions
Clear
accountabilities
© 2011 SAP AG. All rights reserved. 9
How Do You Know You Are There? Organic stage
(A few) passionate / curious employees
No structure, grass roots experimentation
No processes in place
No / few metrics in place
Free tools
© 2011 SAP AG. All rights reserved. 10
How Do You Climb The Stairs? From Organic to Enabled
2 Think business first
1 Find your internal champions
3 Fail fast, fail forward
© 2011 SAP AG. All rights reserved. 11
Find Your Internal Champions
Strategy / Coordination
Community Management
Content creation Content curation
© 2011 SAP AG. All rights reserved. 12
Ask the W-W-H-SW Questions First SAP CRM Awareness Initiative
What? Who? So What?
How can I
leverage
technology to
become a better
[sales,
marketing,
customer
service]
professional?
>25 colleagues
contributing
2 additional teams
adopted approach
>70% increase
in share-of-voice
How?
Events Influencers
LoB
(Sales) Geos
(North
America)
Customer type
(New)
Customer
segment
(Large)
Industries
(None)
© 2011 SAP AG. All rights reserved. 13
How Do You Know You Are There? Enabled stage
Roles emerge
Specialized skills brought in
Some executive sponsorship
Aligned social and business strategy (by function)
(Mostly) vanity metrics
Limited governance / risk management
Training / enablement programs
Tools zoo (free and paid), some integration
© 2011 SAP AG. All rights reserved. 14
How Do You Climb The Stairs? From Enabled to Integrated
2 Instill rigor in metrics
1 Find a senior sponsor
3 Tame the tools zoo
4 Build the bridges
© 2011 SAP AG. All rights reserved. 15
Who Is Your Senior Sponsor?
© 2011 SAP AG. All rights reserved. 16
Rigor In Metrics Think end-to-end
Reach
Take Action
Engage
Advocate & Share
Cate
go
ry
Use Case
Channel
Leads
Repeat
visitors
Comments
© 2011 SAP AG. All rights reserved. 17
Rigor In Metrics Resist analysis-paralysis
Vs.
© 2011 SAP AG. All rights reserved. 18
The Social Enterprise Software Stack Sub-species begin to emerge
© 2011 SAP AG. All rights reserved. 19
How Do You Know You Are There? Integrated stage
Consistent roles and skills across the enterprise
One enablement team in place
Aligned corporate and social strategy
Business metrics across the enterprise
One consistent toolkit across the enterprise
Integrated with enterprise systems (e.g., CRM)
© 2011 SAP AG. All rights reserved. 20
How Do You Climb The Stairs? From Integrated to Embedded Enlightenment
2 Implant
1 Implant
3 Implant
© 2011 SAP AG. All rights reserved. 21
How Do You Know You Are There? Embedded stage
Social part of corporate DNA
‘Social’ team managing infrastructure (maybe)
No ‘social’ strategy, processes or KPIs
Embedded in the enterprise infrastructure
Thank You!
Ted @Sapountzis
Organic
Embedded
Integrated
Enabled
1.Champions
2.Business
3.F4
Implant
1.Sponsor
2.Metrics
3.Tools
4.Bridges
top related