social media session new orleans

SAP and Social Media

New OrleansJanuary 18, 2012

© 2011 SAP AG. All rights reserved. 2

No Jokes . . . Just Real Life

Never “friend” your Boss

If a tweet falls in the woods . . .

This move is “out of fashion”

One of the world’s largest oil companies (this time not BP), didn’t see the need for a Twitter account – so Greenpeace created one for them. For 6 weeks they broadcast to the world how this company was destroying the planet from the “companies own” twitter handle.

An employee of Nationale Suisse called out sick one day, claiming her work computer would aggravate her migraine, only to be "seen" posting messages to a Facebook page. Nationale Suisse had a good sense of humor and sent the termination notice to her Facebook's wall.

During violent protests in Egypt early in the year, fashion designer Kenneth Cole personally tweeted . . ."Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is available online."

Friends don’t let friends drink and tweet . . .

“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive,” the official Chrysler Twitter account tweeted in March. Oops! An employee of the company's social-media agency had got confused about which account he was logged into and while drinking one Friday night . . .


Even Before We Get to the Agenda

Achieve “Trusted Advisor” Status

It’s Where the Conversation Happens

Differentiate from the Competition

Why -You - Social?

1B tweets per week ave in 2011,

30.8% of facebook users are 35+,

71.2% of the U.S. web audience is on now on facebook


Agenda

Social: It Starts with an Agenda

How to Develop Your Social Plan: Worksheets

Tweet, Link, or Face: Popular Tools and Tactics

Resources

Stump the Social Chump: Panel Q&A

Todd Wilms

Social Media, SAP

@toddmwilms


Social: It Starts with an Agenda

WHY

WHEN

WHERE

WHAT

WHO

HOW

Is your audience?

Is important to them?

Do they get information?

Do you want them?

What are you willing to do to get it?


Social Media: Value or Volume

Value Volume

“Personal Brand”

Deeper focus on fewer audiences

Create Content

Push Content

Thought Leader

Intimacy

“Magazine Editor”

Focus on multiple audiences

Collect Content

Push Content

Hub of Knowledge

Nurturing

e.g. - Industry Principles, COE, PCN reps, some Specialists, PreSales, VPs

e.g. - SME & PNN reps, some Specialists, AEs, PreSales, VPs


Perfect Match

80%

60%

How to Develop Your Social Plan:Social Media Worksheet

Define your audience in as great of detail as possible.

“Customers” or “Buyers” is not enough

WHO

Tips and Tricks:

Think “Dart Boards” Create “Personas”

Define characteristics of your audience members.

Choose a real or fictitious personality

You can/should stereotype

Example:Executive, conservative, 45+, family, serious, finance background, college/MBA education, ambitious, etc.



Think “what is important to them” not “what do I want to tell them”

Requires Empathy

WHAT

Tips and Tricks:

Value Volume

Curator/Editor

You feed them information

Use existing content, “thematically”

Tactics: Email / Newsletters / paper.li Tweet

Personal Brand

You are the Thought Leader

Create Content (or at least add to existing)

Tactics: Blogs Comments Communities/Groups Tweet your stuff

http://paper.li/



Think “where do they go for information?”

Google is your friend

WHERE

Tips and Tricks:

Value Volume

Keyword search for groups/communities/influencers

Start collecting, use RSS feeds

Think how your audience wants content: Email, newsletter, twitter, etc.

Think volume, consistency

TIP: First ½ hour of the day is social and coffee.

Details in the Resources Section

Keyword search for groups/communities/influencers

Insert yourself in these groups

Barter for access – they want SAP

Cultivate your properties (Facebook, LinkedIn, etc.)

Think “Thought Leader”

Details in the Resources Section



Think “what am I driving them toward?”

Trust is key

Social Media is a marriage, not a one-night stand

For instance, is your plan to drive to event, a date, to move down the sales cycle, use as thought leadership or brand awareness, etc.

“There are no shortcuts and you cant rush success”

WHEN / WHY



Step One: Read the Twitter Playbook (Resource Section)

Step Two: Your own handle or partner/use another's? Can you find a handle with a similar audience who will let you “guest tweet” You don’t always need to build an audience from scratch

Step Three: Promote what they wont get someplace else. No updates on the Kims (Jong-Il or Kardashian)

Step Four: You need to commit to regular updates Between 2-3/week to no more than 5 per day

Best for: Megaphone



FacebookBest for: “Personal Brand”

Step One: Read the Facebook Playbook (Resource Section)

Step Two: Create this as your brand Think “destination” for content and insight

Step Three: Promote what they wont get someplace else. You can promote “fun” and business together, but have a reason for doing it.

Step Four: You need to commit to regular updates Between 2-3/week to no more than 2 per day



Best for: “Personal Brand” and “Megaphone”

Step One: Read the LinkedIn Playbook (Resource Section)

Step Two: This is the center of your branding universe Your profile and all your updates WILL be “validated” here

Step Three: Think active, not passive. This isn’t a billboard; it is what you do on a daily basis. Connect, comment, share, . . .

Step Four: You need to commit to regular updates Between 2-3/week to no more than 1-2 per day



BlogsBest for: “Thought Leadership”

Step One: Read the Blogging Playbook (Resource Section)

Step Two: This is where you share what you know This is your platform for content

Step Three: Think “regular cadence” You can be opportunistic (announcements, opine on news), but . . . You should get in the habit of “regular” updates – let readers know what to expect

Step Four: Write 10, post #1 Have a stable of blog posts at your disposal before you start blogging publically.

Step Five: Write what your audience wants, not what you want “Product/Marketing/Sales-speak” does not do well in blogs (within reason . . .)



Best for: “Engagement” Groups

Step One: Identify which groups your audiences are in (SCN, LinkedIn, etc.)

Step Two: membership has its privileges Become a member – contact the owner/moderator

Step Three: Think “lion” – stalk, watch, then pounce Don’t just go rushing in and start pontificating Listen for a bit, see how the community performs, then jump in - with vigor

Step Four: Post “leading questions” Post questions you know the answer to or are advantageous to SAP Be subtle, or risk being “shunned”

Your goal here is to “help;” not to promote. But by helping, you are promoting . . .There is a high BS sensitivity in groups

ResourcesPeople, Places, and Content to Help You in Your Social Journey


Where to Start

The Ultimate Guide toTwitter: http://ow.ly/4QSVU

Twitter Guide Book (with videos): http://on.mash.to/EQU82

Understanding RSS: A Quick Guide to Google Reader:

http://bit.ly/1p0Nkl

How to use Hootsuite (video):

http://bit.ly/mvUIo8

http://ow.ly/4QSVU

http://on.mash.to/EQU82

http://bit.ly/1p0Nkl

http://bit.ly/mvUIo8

Questions and Answers

Thank You!

social media session new orleans

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