Why is Social so Hard for Us?From Social Media to Social Business

Date/Location

Todd Wilms

Sr Director, Social Media

Email in 72 hours:

t.wilms@sap.com

Twitter: @socialb2p

Team Blog: www.socialb2p.com

Personal Blog: www.Forbes.blogs.com/sap/todd-wilms

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Agenda

Your Audience

Your Culture

Your Expectations

Your Solutions

Your Audience1. The Customer’s Expectations have Shifted Underneath your Feet

2. Ah, I Dream of the Heady Days of 2007 . . .

@socialb2

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1.The Customer’s Expectations have Shifted Underneath your Feet

@socialb2p

The Customer’s Expectations have Shifted Underneath your Feet

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1.The Customer’s Expectations have Shifted Underneath your Feet

You have to acknowledge the shift

Time to start listening

Doing the same thing – but doing it on Facebook – is not going to work

Tip: Start with Empathy. How would I / You react to what you are marketing?

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2. Ah, I Dream of the Heady Days of 2007 . . .

@socialb2p

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12,000 Tweets per day

Only 12M Facebook Users

Traffic was less than ~2M per month on LinkedIn

07 08 09 10 11 120

100200300400500600700

1250 100

350400

640Facebook Users

08 09 10 11 120

10

20

30

40

50

60

2.1

11.2

31.5

46.7

53.5LinkedIn Monthly Visitors

Three Simple Social Media Growth Statistics

We still think social is “fertile soil.”

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2. Ah, I Dream of the Heady Days of 2007 . . .

The social landscape is really crowded

The “gold rush” is over (e.g. – Pop-Up Adds)

If you are thinking “exponential gains,” you are going to be disappointed

Tip: What can you do to “raise above the fray?” What is different about you?

- Don’t try to compete the way everyone else does -

Your Culture3. Social Moves Fast . . . Companies Move at a Glacial Pace

4. Your Executives are Not Helming the Ship

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3. Social Moves Fast . . . Companies Move at a Glacial Pace

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Know Your Culture

Your company needs you, but doesn’t understand you

Glaciers make permanent changes, but need time

Pull the Glacier, don’t push against it

Tip: Your enthusiasm is your greatest asset and weakness. Start small and

show results. Think “Pilots.”

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4. Your Executives are Not Helming the Ship

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You are Good, But Not THAT Good

Social is a cultural phenomena, not a marketing tactic

Change across the organization

If you see a obstacle – that’s a problem. Your execs should have removed that already.

Tip: Start with the highest exec you can get on your side. Use small pilots and

data to fuel their support.

Your Expectations5. Your Strategy is Focused on the Trees, Not the Forest

6. The “Sales Pipeline” is No Longer . . .It is More Like “Chutes and Ladders”

@so

cialb2p

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5.Your Strategy is Focused on the Trees, Not the Forest

@socialb2p

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The Top “X” List

The Top 5 Things You Must Do on Facebook or You Will Die

6. The “Sales Pipeline” is No Longer . . .It is More Like “Chutes and Ladders”

Print Ad

Banner Ad

.Com

Recap:

1. Changing Customer Expectations: Try Empathy

2. No Longer 2007: Be Different

3. Company Slow, Social Fast: You, Start Small

4. Executive Not Helming Ship: Find One, Feed Data

5. Strategy on Forest, Not Trees: Don’t Forget Strategy

6. Pipeline not Straight: Think Social at All Stages

Your Solutions1. Audience: Transparency is Key

2. Cultural: Think Scalability, with Each New Convert

3. Expectations: Reset Your Strategy

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1.Audience: Transparency is Key

@socialb2p

• Executive Leadership• Cultural “Influence”• Who, What, Where,

When, Why, How

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2.Cultural: Think Scalability, with Each New Convert

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• Executive Presence• Strategy • Wins 1st,

Replication 2nd

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3.Expectations: Reset Your Strategy

@socialb

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• Strategy• Pilots• Feed your Executive

Email in 72 hours:

t.wilms@sap.com

Twitter: @socialb2p

Team Blog: www.socialb2p.com

Personal Blog: www.Forbes.blogs.com/sap/todd-wilms

“We are what we repeatedly do. Excellence, therefore, is not an act but a habit” - Aristotle

@socialb2p

Thank You

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