success in social marketing: a view from the trenches
TRANSCRIPT
Success in Social Marketing A view from the trenches
Ted Sapountzis, Vice President Social Media Audience Marketing | May 8, 2012
@sapountzis
© 2011 SAP AG. All rights reserved. 2
© 2011 SAP AG. All rights reserved. 4
Who Is SAP?
>190K customers across 25 industries and 120 countries
2.8M members in the SAP Community Network
© 2011 SAP AG. All rights reserved. 5
1,200,000 unique individual visitors each month
30,000 new members per month
9,200 active bloggers
3,000+ discussion posts per day
375+ discussion topics 272,000
total contributors
230+ Countries & territories
450 blogs per month
9,300,000 total messages
© 2011 SAP AG. All rights reserved. 6
SAP’s Social Journey What have we learned?
3 Top down and bottom-up
1 Business first, then social
5 The ‘F’ word(s)
4 Carrots, not sticks
2 Measure, but wisely
© 2011 SAP AG. All rights reserved. 7
Know My Needs
Let Me Find My Own Way
Earn My Trust
Keep Me Informed
Delight Me
Think Business First Understand your audience 1
© 2011 SAP AG. All rights reserved. 8
Focus On Their Needs Embed into your business
s
Discover
Explore Evaluate
fit
Governance
s
Discover
Explore Evaluate
fit
Analytics
Communities
Content Listening
Influencers
Risk Management
Employee competency
1
Enable the social experience
© 2011 SAP AG. All rights reserved. 9
Measure, But Wisely Differentiate consistently 2
Reach
Take Action
Engage
Advocate & Share
Category
Audience journey use case
Channel
Repeat
visitors
Click-
throughs Comments
© 2011 SAP AG. All rights reserved. 10
Less Is More
Resist analysis-paralysis 2
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Drive Top-Down And Bottom-Up
+
1Source: The Career Path Of The Corporate Social Strategist, Altimeter Group, 2010
>70% of companies cannot rely on formal org1
3
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Think Big, Start Small Fail fast and forward 5
Existing vs.
new
customer
Customer
segment
(Large vs.
SMB)
Focus
industries
Focus
geographies
Line-of-
Business
?
© 2011 SAP AG. All rights reserved. 14
Case Study: SAP CRM Awareness Campaign Connect with an audience on their terms
Tactics
Blogging Events
Influencers Groups
Sales and Marketing executives (net new)
Audience
Help me get better educated to solve my pain points
(Increase SAP CRM’s market awareness)
Objective
© 2011 SAP AG. All rights reserved. 15
Case Study: SAP CRM Awareness Campaign Going beyond the hard numbers
>25 senior product
management and
marketing colleagues
contributing
Significant internal pull, additional teams adopting approach
>70% increase
in share-of-voice
© 2011 SAP AG. All rights reserved. 16
1 Business first, then social
Measure, but wisely 2
Top down and bottom-up 3
Carrots, not sticks 4
The ‘F’ word(s) 5
Thank You!
Ted Sapountzis
Vice President
Social Media Audience Marketing
@sapountzis