the rise of social business
TRANSCRIPT
The Rise Of Social Business
Sarah Goodall (@tribalimpact)
Regional Head of Social Media (EMEA) at SAP
© 2011 SAP AG. All rights reserved. 2Confidential
Where Did Social Start For Me?2 Years Ago In Norway
anewlifeinnorway.wordpress.com
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Collaborate Better
Decide Better
Adapt Better
Operate Better
About SAPWe Help Organisations Do What They Do...Better
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About SAPWe Help Organisations Do What They Do...Better
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Truly GlobalQuick Facts
109,000customers
1,200+partners
53,000employees
75country offices
120countries
25industries
© 2011 SAP AG. All rights reserved. 6Confidential
Where Did Social Networking Start At SAP?
Over 2M members
20,000 new members
per month
4-5M Page views a
week
Over 200 Countries
5000 Bloggers – 60%
non-SAP
250 blog posts a month
One Of The Largest Online Communities
© 2011 SAP AG. All rights reserved. 7Confidential
But Social Networking Has ChangedIt’s Gone Mainstream
3rd LargestIf Facebook were a country
it would be the 3rd largest
72% of internet users are active on
at least 1 networking site
2 Times A Day The average number of times
social networking users log into
their accounts
http://socialmediatoday.com/soravjain/237864/fascinating-social-media-facts-year-2010
© 2011 SAP AG. All rights reserved. 8Confidential
Social Media MarketingWhat It Isn’t & What It Is
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Business Has Become More PersonalConsumers Are Socially Savvy
My Starbucks Idea
50,000 new product ideas
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Business Has Become More PersonalBusiness Buyers Are Socially Savvy
Using Social
Media To
Influence
Conversations
84% C-Level
Audiences
Rely On Peer
Feedback
© 2011 SAP AG. All rights reserved. 11Confidential
Business Has Become More PersonalEmployees Are Socially Savvy
© 2011 SAP AG. All rights reserved. 12Confidential
Business Has Become More PersonalOr Maybe Not So Socially Savvy?
Connor Riley
”Cisco just offered me a job.
Now I have to weigh the utility
of a fatty paycheck against
the daily commute to San
Jose and hating the work”
© 2011 SAP AG. All rights reserved. 13Confidential
What Does This Mean For BusinessViral Impact Brings Risk & Opportunity
Message Control To Message Transparency
From ”Talking At” To ”Talking With”
From ”Controlled Distribution” To ”Viral Distribution”
© 2011 SAP AG. All rights reserved. 14Confidential
Social NetworkingChanging The Dynamics Of Business
Social networking isn’t just a
new way of
Marketing…
It’s a new way of
Doing Business
It’s a new way of
Working
SAP BRAND
SALES
Social Selling
HR
Social Recruiting
BUYING
Social Procurement
COO
Social Customer Service
MKTG
Social Marketing
CHANNEL
Social Ecosystem
COMMS
Social Public
Relations
© 2011 SAP AG. All rights reserved. 15Confidential
Social Public RelationsThe Rise Of Social Business
SAP 505
Championships
Using Social
Media To Build
Awareness In
Non-Traditional
Publications”Nice and cool with a sponsor that
understands the value of good
coverage in new media.”
© 2011 SAP AG. All rights reserved. 16Confidential
Social SellingThe Rise Of Social Business
Enabling
Sales To
Utlise Social
Media To
Build On
Relationships
With
Customers
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Social MarketingThe Rise Of Social Business
http://www.socialmedia.org/blog/case-studies/how-sap-used-social-media-reporters-to-energize-a-corporate-event-live-from-blogwell/
Integration Of
Social
Elements Into
Campaigns &
Events
© 2011 SAP AG. All rights reserved. 18Confidential
Internal Social BusinessChanging The Way We Do Business...Internally
www.jivesoftware.com
Utilising social tools to build trust and
engagement internally
© 2011 SAP AG. All rights reserved. 19Confidential
Social Channels At SAPThe Communities We Manage
Local
Communities
Internal
Communities
JIVE SBS
Ecosystem
Community
SDN/SCN
>2m Members
Knowledge Exchange
Blogs, Forums
+ Local language
+ Highly relevant
- Resource intensive
- Weak brand control
+ Resource efficient
+ Large communities
- English only
- Generic content
Global Branded
Mktg Communities
FB – 60k Followers
Brand Focused
Tips For A Social BusinessSocial Integration Experience
© 2011 SAP AG. All rights reserved. 21Confidential
Social Integration#1 Guidelines & Policies
Policies What To Do & What Not To Do
Confidentiality
Responsibilities As Employee
Guiding Principles Tips On Social Etiquette
Views Are My Own!
Branding Guidance Community Managers
Logos, Policies, Ethics, Channel Creation
Crisis Readiness Sentiment Alerts
Who’s called to the room
© 2011 SAP AG. All rights reserved. 22Confidential
Social Integration#2 Structure & Resourcing
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Social Integration#3 Education & Training
Enabling Employees:
Hub & Spoke Approach
Guidelines & Principles
Best Practice Sharing
Social Basics
Enabling The Eco-system:
Partners Training – Extend The Impact
Enabling Functional Areas:
Marketing
Sales
HR etc
© 2011 SAP AG. All rights reserved. 24Confidential
Social Integration#4 Technologies For Listening
Basic Listening
Free tools
Tweetsearch, Google Alerts
Brand Monitoing
Paid tools: Sprinklr, Radian6, Meltwater
Sentiment, Share of voice, Volume, Topics
Internal Listening
Internal Platforms: Jive Software, Yammer
Open feedback
Connect ”Knowledge Keepers” to ”Knowledge Seekers”
© 2011 SAP AG. All rights reserved. 25Confidential
Social Integration#5 Measure Return On Investment
Business
Executives
Business
Stakeholders
Community
Managers
© 2011 SAP AG. All rights reserved. 26Confidential
Social Integration#6 Marketing Integration
Attract To The Brand Nuture Interest Derive Value
Participate In Conversations
Augment Existing Campaigns
100% Social Campaigns
Paid Search Optimisation
Creating Communities
Nurture & Engage
Customer Reference
Prospect Referral
Event Registration
© 2011 SAP AG. All rights reserved. 27Confidential
SummaryThe Rise Of Social Business
Social Savvy Audiences Consumers
B2B Buyers
Employees
Organisations Can Prepare For Change Policies/Guidelines
Educate Employees
Integrate Social Media Internally
Mobilise The Eco-System
Departmental Integration
Listening & Learn Number 1 Activity
Twitter: @tribalimpact
Email: [email protected]
Blog: www.tribalimpact.com
LinkedIn: www.linkedin.com/in/sarahgoodall
Bookmarks: www.delicious.com/tribalimpact
© 2011 SAP AG. All rights reserved. 29Confidential
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