convincing the cfo that social media adds value

Convincing The CFO That B2B Social Media Can Be A

Profit Center Generator Rather Than A Cost Drain

Sarah Goodall

Head of Social Media, EMEA #csmb2b @sarahgoodall

© 2012 SAP AG. All rights reserved. 2 #csmb2b @sarahgoodall

The CFO View Of The Social World

Shareholder Value - Margin - Profit - Brand - ROI


A Profit Center

“A section of a

company treated

as a separate

business. Thus

profits or losses

for a profit center

are calculated

separately”


My Background


About SAP We Help Organisations Do What They Do...Better


Social Media Is Central To The B2B Decision Journey


Changing Face Of B2B Marketing

Change in

sales Sales engage later

with more informed

customers

Change in

marketing Transition more of our

efforts to inbound


Cost Per Lead A Driving Factor


Social Strategy At SAP


SAP Social Communities

Host

Orchestrate

Participate


The SAP Community Network


Social Innovation


The ROI Pyramid


SAP Social Strategy


Social Innovation

Voting

10,136 Ideas

508 Under Review

265 Delivered

Ideas

7,771 Comments

45,140 Votes

Potential cost of

R&D saved


Social Commerce

Automated Tracking Of Social Influence On Revenue

SAPPHIRE NOW 2012

40,200 Tweets, Facebook Posts YouTube Videos and Blogs related to SAPPHIRE NOW have been

published

SAP: 27% Non-SAP

employees: 73% Channel Registrations

Facebook 122

Twitter 38

Ambassadors 22

YouTube 5

LinkedIn Ads 5

LinkedIn Updates 4

Revenue Influenced


Social Commerce

Chance Engagements


Social Intelligence

Refining Digital Content For Best Results


Social Insight

Brand Health

Competitor Social Analysis Potential

cost brand

crisis


Social Insight

SAPPHIRE NOW Customer Profiling

15% of Attendees Twitter

Handles were identified

25% followed @SAPPHIRENOW

Built a profile around key

attendees

Potential cost of

sales time


Social Efficiency

Cost of Support

Download & Curriculum

1 %

Networking 17 %

Other 2 %

ProdDocs 8 %

Professional & Reputation

8 %

Troubleshoot 35 %

Tutorials 29 %

Why People Join The SAP Community Network

Potential

cost of

support

enquiries


Social Efficiency

SAP Mentors #suithugger

Potential cost of

paid media


Recap

Three levels of metrics & use the right one for the

right audience: • Business Metrics

• Social Media Analytics

• Engagement Data

Measure Social Media value against an activity: • Innovation

• Efficiency

• Commerce

• Intelligence

• Insight

Thank You!

Twitter: @sarahgoodall

Blog: www.sarahgoodall.com

LinkedIn: www.linkedin.com/in/sarahgoodall

http://www.sarahgoodall.com/

http://www.linkedin.com/in/sarahgoodall