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Yolton mark going beyond social media to social business
The document discusses SAP's transformation to social business. It notes that social media is central to B2B decision making, with over 86% of B2B tech buyers engaging in social media and 60% of purchase decisions being made before speaking to a vendor. It also discusses SAP's goals to simplify marketing, humanize their brand, invest in people, develop pull marketing, and tighten links to business. The document advocates embedding social into all aspects of SAP's business from sales and product to HR, channels, and support. It emphasizes the need to shift from push to pull marketing by nurturing long-term customer relationships through two-way dialogue and value-added content.
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Yolton mark going beyond social media to social business
- 1. Going Beyond SocialMedia to Social Business Mark Yolton | SVP of Digital, Social, and Communities at SAP 2013 Social Media Strategies Summit – Las Vegas
- 2. About SAP Our Vision:To help the world run better and improve people’s lives © 2013 SAP AG. All rights reserved. 2
- 3. About SAP The world’sleading provider of enterprise application software 232,000 customers 180+ countries 65,667 employees €16 Billion revenue © 2013 SAP AG. All rights reserved. 3
- 4.
- 5. Social media iscentral to the B2B decision journey 86% 60% 1.5x of B2B tech buyers of B2B purchase IT buyers trust social engage in social decisions are made media 1.5x more activity for business before speaking to a than any other purposes1 vendor2 content source3 1 Social Technographics for Business Technology Buyers (Forrester 2011) 2 Corporate Executive Board study (2011) 3 PJA Social Media Index (2011) © 2013 SAP AG. All rights reserved. 5
- 6. Information sources forB2B buyers © 2013 SAP AG. All rights reserved. 6
- 7. The sales journeyis no longer linear… It is more like “Chutes and Ladders” .com SAP Salesperson SAP Consultant .com .com SAP Salesperson Analyst .com report Print .com Ad Web Search © 2013 SAP AG. All rights reserved. 7
- 8. The State ofSocial Business Adoption * 52% of executives say that social business is important to their companies today. 86% says it will be vital in three years. - MIT Sloan Management Review 2012 Social Business Global Executive Study. * Source: Dion Hinchcliffe, Zdnet, Nov. 2012 © 2013 SAP AG. All rights reserved. 8
- 9.
- 10. SAP’s 2015 Goals ©2013 SAP AG. All rights reserved. 10
- 11. SAP Marketing –Five Pillars of Transformation Amplify Voice of the Market 1. Simplify 2. Humanize the 3. Invest in 4. Develop “Pull” 5. Tighten Links Marketing SAP Brand People Marketing to the Business © 2013 SAP AG. All rights reserved. 11
- 12. Social Networking andthe Future of Business “Social networking will revolutionize business interactions, just as the Internet revolutionized retailing more than a decade ago. And the result will be a game- changing surge in innovation and productivity and a big leap forward in job creation and new growth opportunities.” - Jim Hagemann Snabe, Co-CEO, SAP "We've made big bet on social at SAP. We infuse social in everything we do, from how we decide what solutions to build, to how we market/sell them, to how we support customers after sale. ... I'd go so far as saying the 'S' in SAP now stands for social.“ - Jonathan Becher, CMO, SAP © 2013 SAP AG. All rights reserved. 12
- 13. Social Business atSAP Embedding social into everything we do SALES Social Selling PRODUCT HR Social Social Product Recruiting Feedback CHANNEL BUYING Social Social Ecosystem Procurement SUPPORT MKTG Social Social Customer Marketing Service © 2013 SAP AG. All rights reserved. 13
- 14. An emphasis onpull (vs. push) marketing Source: Three Wings Media © 2013 SAP AG. All rights reserved. 14
- 15. Push vs. PullMarketing Push Marketing promotes Pull Marketing nurtures a long- unsolicited messages based term relationship with the transactional relationships customer on their terms 1-way communication 2-way dialogue Unsolicited: Direct mail, TV/Radio Sought out: Social media, blogs, ads, Cold calls SEM/SEO, 3rd party websites Promotional content Value-added content Interrupts Engages $346 avg cost/lead* $135 avg cost/lead* This is not “either/or”. The goal is to achieve a balanced model. * Source: Hubspot.com © 2013 SAP AG. All rights reserved. 15
- 16. We need tobe where our buyers are with relevant, engaging content Pull Marketing Source: Sirius Decisions © 2013 SAP AG. All rights reserved. 16
- 17. Why is contentimportant? Get Found Get Shared (SEO/SEM) (Social) Effective Content • Tells a story • Is authentic - no marketing spin! • Integrates 3rd party contributors • The right content, to the right person, at right time, through the right channel Get Leads (Conversion) © 2013 SAP AG. All rights reserved. @BrennerMichael 17
- 18. Example: Storytelling usingSAP “fast facts” Over 65,000 SAP employees in 130 countries provide . . . >50% >72% >86% >70% of the world’s of the world’s of the world’s of the world’s athletic footwear packages chocolate beer production provided couriered production >30 million >2 million >77,000 households use energy people work automobiles more responsibly with more safely using manufactured per Smart Grid solutions People Safety day solutions 18 © 2013 SAP AG. All rights reserved. 18
- 19. How SAP Leads& Participates
- 20. Digital, Social, andCommunities at SAP Digital Social Communities © 2013 SAP AG. All rights reserved. 20
- 21. SAP Community Network ©2013 SAP AG. All rights reserved. 21
- 22. 155 million 2 million unique visitors each month page views in 2012 230+ countries & territories 46% net promoter score (NPS) 700+ community moderators 400+ SCN topic spaces 750 blogs per month 30,000 contributors in 2012 12 million SCN newsletters delivered in 2012 © 2013 SAP AG. All rights reserved. 22
- 23. Value delivered toSAP customers Speed – solve challenges faster, and accelerate execution through access to technologies, models, and a network of experts Impact – drive higher quality outcomes and better business results, by leveraging the community and known best practices, and build reputation as you contribute your knowledge and experiences to help others succeed Efficiencies – reduce TCO resources, time cycles, and financial investments, by re-using proven, existing experiences and solutions Insight – benefit from collective wisdom to innovate and differentiate, while gaining a broader perspective, while expanding your own knowledge and expertise © 2013 SAP AG. All rights reserved. 23
- 24. SAP Mentors Expert influencersfuel and guide the community © 2013 SAP AG. All rights reserved. 24
- 25. SAP Community Events:SAP TechEd “Annual Family Reunion” & Physical Manifestation of Virtual Community © 2013 SAP AG. All rights reserved. 25
- 26. SAP TechEd 2012Social Media Results #SAPTechEd Tweets 34,088 > 35% increase Generation by Non-SAP Employees 90% > 5% increase # Facebook Posts 253 > 34% increase # Blog Posts 463 > 27% increase Total Impressions Over 81M > 67% increase Through December 31, 2012. All comparison to SAP TechEd 2011 results © 2013 SAP AG. All rights reserved. 26
- 27. SAP in socialmedia www.sap.com/social © 2013 SAP AG. All rights reserved. 27
- 28. Established reach andengagement SAP Community and Social Media Performance 1M 16.5M 700K 6.2M 1.5B Fans Video Views “SAP” Mentions* Clicks* Impressions* “SAP has quietly built a B2B social media juggernaut...” –Drew Neisser, Fast Company “SAP is a community superstar and one of the highest-scoring brands ...” – Comblu, State of Online Branded Communities, Nov 2012 *2012 © 2013 SAP AG. All rights reserved. 28 28
- 29. SAP.com Our flagship webproperty 50M+ visitors in 2012 70 countries 40 languages 590,000 online leads to support SAP sales teams © 2013 SAP AG. All rights reserved. 29
- 30. SAP.com Reinventing the corporatewebsite SAP aspires to be the most socially enabled, socially active, and socially integrated company in the world, to the benefit of our customers, partners, and others who choose to engage with us. Our strategy is based on these principles: • Become the first corporate technology site that helps customers navigate the social ecosystem while contributing to the community at the same time • Provide holistic SAP solution overviews and content across both SAP and user-generated sources © 2013 SAP AG. All rights reserved. 30
- 31. Coming soon: Socialmedia integration on SAP.com Community Hub Page Communities link Single and simple community and social media Link moved from the footer to the header hub experience Top SCN posts SAP’s Official Social Media Channels Live Twitter feeds © 2013 SAP AG. All rights reserved. 31
- 32. How we measuresuccess Awareness: Amplifying our messaging and content to prospective customers via social technologies. Examples include: • 500 million SAP impressions driven via search engines • 1 million fans on Facebook and Twitter • 2 million unique visitors per month to SAP Community Network Engagement: Developing a 2-way dialogue with prospects during their buyer’s journey • 155 million page views on SAP Community Network • 30,000+ contributors on SAP Community Network • 6.2 million clicks to SAP online experiences via social media Conversion: Converting website visitors into sales leads • 1.3 million people registered online on SAP.com • SAP “Test Lab” improves digital conversion rate by 27% with budget savings of 20% © 2013 SAP AG. All rights reserved. 32
- 33. Creating a socialculture Training & Policies & Internal Consulting Governance Employees Tools & Evangelizing the Infrastructure Vision © 2013 SAP AG. All rights reserved. 33
- 34. Integrating social mediaglobally across SAP Marketing Social Media Office Hours Partner Enablement North America region Europe, Middle East & Africa Created weekly virtual “office hours” to train Established an SAP Partner Portal with marketers on how to integrate social media timely educational content on how to use into campaigns social media to grow their business Results: Results: • Social media campaigns increased 10X • 4,000+ partners engaged • 75K clicks to SAP content via social media • B2B Marketing Award winner (2011) • Program syndicated globally across SAP • Program being adapted in APJ and North America Localized SCN Communities Pull Marketing Optimization Latin America China (part of Asia Pacific Japan) Re-launched existing but stagnant Spanish Expanded all inbound tactics (phone, teleweb, and Portuguese communities on SCN email) and streamlined/improved processes to optimize leads and conversion Results: • Recruited over 50 ambassadors to Results: contribute to the community • # of Marketing Generated Opps (MGOs) • # of followers increased by 50% in first 3 from inbound increased 5X months • Syndicating program across APJ © 2013 SAP AG. All rights reserved. 34
- 35. Paving the RoadAhead
- 36. SAP thought leaders– New voices for new audiences SAP spoke in front of 30k attendees from 10 separate global locations for SMW 2012 SAP now has over 100 employees who blog for SAP as part of their core responsibilities. Up from 15 in 2011. Over 3.5M pages of SAP authored content was viewed on Forbes last year alone. Top post ~.75M CIO and CMO consistently on “Top Social C-Suite” Lists © 2013 SAP AG. All rights reserved. 36
- 37. Outside-In crowdsourced productfeedback Idea Place on SAP Community Network Objective • Enable customers and partners to submit product ideas, collaborate on and vote for ideas, and connect with the teams that build SAP products, solutions or services. Results to date • 11,500 ideas submitted • 9,000 comments Ideas • 50,000 votes Top 10 by votes (implement) • 350 delivered ideas Provide status updates on the rest of the ideas RANKED (by votes) © 2013 SAP AG. All rights reserved. 37
- 38. Accelerating our productstrategy Social and web impact on SAP HANA 7M Social impressions Social 182% 78K Growth in HANA Social Followers Clicks to HANA content 1.2M cumulative visits to HANA web content Web SAP.com SAPHANA.com SCN 350K HANA blog views 36K views 32K views © 2013 SAP AG. All rights reserved. 38
- 39. Social-first product launches SAPBusiness Suite on HANA Digital, Social, and Communities leads the way • Social First Traditional Demand Gen Second Moving from “Channel”… • “What is your Twitter strategy?” • “Make sure you keep the Social team in the loop!” … to Leadership • Faster to market • Quicker response time • “Social” is embedded in everything © 2013 SAP AG. All rights reserved. 39
- 40. SAP Jam The firstsocial platform that brings together people, content, data, and process to get work done Social collaboration: Where you work • In your business processes • With your applications, data, and content • With customers, suppliers, and employees To drive results www.sap.com/jam • Business critical problem solving • Enabling better performance • Real time and mobile On a secure social foundation • Single, secure social foundation • Seamless experience for every business person © 2013 SAP AG. All rights reserved. 40
- 41. Social selling Listening Building your reputation Building stronger relationships with your € Prospecting customers Leveraging your partners Competitive research Be known for what you know…not what you sell © 2013 SAP AG. All rights reserved. 41
- 42. 6 Trends inSocial Business 1. Social is not a standalone app It will be seamlessly embedded into applications & daily work 2. Vendor consolidation continues 3. Gamification gets serious 4. The “social” prefix will disappear 5. ROI moves from “ego metrics” to business results 6. Customers define your brand Social Business is no longer optional Social Business Business © 2013 SAP AG. All rights reserved. 42
- 43.
- 44. To recap Social businessis an imperative SAP is transforming itself and putting social business into action Real business value can be achieved We are only scratching the surface © 2013 SAP AG. All rights reserved. 44
- 45. People have alwaysbeen social. Business is just catching up. Artist: Elmer Parolini © 2013 SAP AG. All rights reserved. 45
- 46. Mark Yolton SVP, Digital,Social, and Communities SAP Marketing www.sap.com http://scn.sap.com http://linkedin.com/in/markyolton [email protected] @markyolton
Editor's Notes
- #8 Sales Pipeline: A linear events sales people use to forecastSocial Media: A non-linear, inter-dimensional free-for-all with nowhere to hide Disconnect between what Execs think they want, and what they want
- #19 SAP manages 86% of the world’s athletic footware or 70% of the worlds chocolate production or 72% of the worlds beer production . . . So we can talk about SAP in terms of beer and chocolate which is more humanizing and interesting
- #29 In general, the SAP social and community platforms have a lot of momentum, and have been viewed in the industry as being highly successful.1M Fans (SCN, Facebook, Twitter, LinkedIn, Google+, Weibo)16.5M Video views (Youku + YouTube)1.5B Impressions YTD (China digital work plus Twitter)6.2M clicks YTD (China digital work plus Twitter, Facebook)700K mentions of SAP YTD (English only)
- #33 25,000 digital campaigns, emails, landing pages, and virtual events delivered across all countries
- #39 Cumulative social media followers for the HANA social accounts grew from 4K+ to 12K+ in 2012; 182% growthContent shared in those channels reached 7M impressionsThat social content led to 78K clicks to SAPHANA.com or industry articles on HANA1.2M visits cumulatively to saphana.com, plus the the HANA spaces on SAP.com and SCN350K HANA blog views - 260K for SAPHANA.com, 90K for SCNTop 2 blogs were the Vishal “Setting the Record Straight” post: 36K; and Steve Lucas’ “What Oracle Won’t Tell you about SAP HANA” post; 32K
- #41 Holistic: Collaborate across your entire businessSingle, secure collaborative foundation (non-siloed)Extended business network – employees, customers, and partnersContextual: Collaborate where you workSeamlessReal time when you need itIntegrated with business process and applicationsMobileResults-driven: Collaborate for faster, better decisionsDeliver bottom line resultsMake informed decisions with enterprise data