communitiy & social media marketing - social pulse 2011 - salim ali
TRANSCRIPT
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 1/15
Communities Accelerating Marketing in the New
World
Salim Ali
Global Vice President, SAP Marketing
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 2/15
© 2011 SAP AG. All rights reserved. 2
Agenda
1.The New Real World
2.Community Building
3.Outcome
4.Q&A
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 3/15
© 2011 SAP AG. All rights reserved. 3
The New Real World
« Living In A World Of Inf inite Mercurys(with winged f eet)
Instantaneous Networkcast Engaged
Revolution 2.0:Will Be Tweeted / FBed / Checked-in?
Gradual Broadcast Spectatorial
Revolution 1.0: ´Will Not be Televisedµ
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 4/15
© 2011 SAP AG. All rights reserved. 4
Yes « but a Revolution Is Easy
Market andCustomer Insight
Solution Launch
DemandGeneration
DealAcceleration &
Close
BrandManagement
Implementation &Support
New set of
online
influencers
SupportDirect
& Indirect RTM
Buying
Behavior Changing
Have ³Social
Media KPIs´
Down-shifting
budgets
Other functions
are ³engaging´prospects
Customers
are ³talkingback´ now
One Voice to
the Market
« and Enterprise Marketing Is Herculean
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 5/15
© 2011 SAP AG. All rights reserved. 5
The Evolving Customer Conversation
BUILD MARKET SELL SUPPORT
1:11:NEpisodic
1:1
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 6/15
Community Building
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 7/15
© 2011 SAP AG. All rights reserved. 7
It Takes A Village «
and a structured approach to harness the power of
customer communities
1. Community Frame
2. Engagement Continuum
3. Purposeful Orchestration
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 8/15
© 2011 SAP AG. All rights reserved. 8
The Community Frame
Engage Where Conversations Happen
EFFORT
Host + Orchestrate +Participate
Orchestrate + Participate
Participate
� ByD Community onSAP.com + FB for ByD + Participate inForbes.com
� CRM FB & Twitter presence + Participatein SFA Forums
� Participate in Pricing
OptimizationDiscussions onPricingSociety.com
LEVEL EXAMPLE
+ SCN on
SAP.com
+ on FB,
on
Forbes.com
High
Med
Low
Building ´ownµ Community is not always the answer
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 9/15
© 2011 SAP AG. All rights reserved. 9
The Community Frame
Key Governing Principles
Start ³Inside´ and
extend outward
Seeding
community is
pre-amble
Increased
Awareness
Enhanced
Demand Gen
Accelerated
Adoption
Audience Strategy
Approach Outcome
Build
Nurture
Always-on
community-
driven Nurturing
=
Participate
Imperative
Orc e trate
Ho t
3 ³Levels´ of
Engagement -
Host,
Orchestrate,
Participate
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 10/15
© 2011 SAP AG. All rights reserved. 10
The Community Audience Engagement Continuum
Map AudiencePresence
SeedCommunity
OrchestrateConversations
Harvest for Impact
WHO
WHERE
WHY
CON
TEN
T
ENGAGE
ECOS
YST
EM
LEADS & REV
REFERENCES
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 11/15
© 2011 SAP AG. All rights reserved. 11
Community Seeding Strategy
=
Broader Target
Audience
SAP
Evangelists
SAP CommunityNetwork Members
Mentors
Identify & engage SAP Evangelists
Objective: Seed Conversations
Identify & Manage Mentors /
VIPs
Objective: Bring early external
credibility
1
2
3
Engage MembersObjective: Ramp-up
conversation vibrancy
Engage & Nurture
Audience
Objective: Accelerate
TM
4
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 12/15
© 2011 SAP AG. All rights reserved. 12
Orchestration of Community Engagement
Content Curation
Source
Transform for
Communities
Tag and
spotlight
Message Delivery
Seeding
Orchestrated
Message
Discipline with
CommunityRed Thread
Engage & Leverage
Monitor & Respond
Harness
Community
Evangelist pool
Leverage in DGprograms
CONTENT CADENCE CONVERSATION
3C Framework Essential For Scale
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 13/15
© 2011 SAP AG. All rights reserved. 13
SAP Community NetworkLeadership in Social Innovation, Social Commerce, Social Intelligence
> 2 million members strong> 200 countries and territories
~ 20,000 new members / monthMembers
~ 1 million unique visitors / month
> 4 million visits @ 20 million pages / month Traffic
> 200,000 have contributed (ever)
> 99,000 last year w/ 2,000 top contributors
~ 6,000 bloggers « 90 SAP Mentors «Contributors
~ 4,000 posts / day in 350+ forums
~ 2 million topic threads @ 7M messages
~ 2 million monthly newsletter impressionsMomentum
~ 700 SAP ecosystem solutions
Thousands of demos and trials delivered
Serving >100 countries @ all industries
> 10,000 leads @ > ¼33M revenue 2010Impact
³SAP Community Network
may be the most extensive
use to date of social media
by a corporation.´
Leveraging the Talent-Driven
Organization The Aspen Institute - 2010
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 14/15
© 2011 SAP AG. All rights reserved. 14
An Example: Harnessing Power of Community for
Customer References / Proof Points
Leverage Community
members as contributors &
evangelists
On-line click-
through terms with
low-cost offer
Lightweight, user-
generated & fast
SAP
Interactive Forms ² Enter To Win Contest
MESSAGE &
OFFER
Showcase your
Innovation with SAP
Interactive Forms andqualify to win a Book
(SAP Interactive Forms
by SAP Press)
USAGE
Leverage for deal
acceleration
Campaigns with
messaging around
´See how other
SAP customers
are using SAP
Interactive Forms!´
OUTCOME
1,000+ clicks, 400
tell me more, 28
f orm submissions, 24 ´Winnersµ in SAP
IF Customer Usage
Catalog
8/7/2019 Communitiy & Social Media Marketing - Social Pulse 2011 - Salim Ali
http://slidepdf.com/reader/full/communitiy-social-media-marketing-social-pulse-2011-salim-ali 15/15
© 2011 SAP AG. All rights reserved. 15
The Engaged Customer Merits Evolved Marketing
´Sending Flowers on Valentine·s Dayµ
marketing modality is f utile
The other 364 days of customer touch
matter; and matter a whole lot more
Marketing Imitating Lif e Is The Core of
Eff ective Social