Ma nel B2B si può fare marketing con i social network?
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Transcript of Ma nel B2B si può fare marketing con i social network?
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Marcus Starke | Sr. VP, Worldwide Marketing RegionsMilan Polytechnic University | Milan, July 2012
A Glimpse into Social Media at SAP
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© 2012 SAP AG. All rights reserved. 2
Agenda:
1. Intro / SAP Background
2. Market Transformation: Why B2B Social Media is Important
3. How SAP Leads & Participates in Social Business
4. Impact & Results
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© 2012 SAP AG. All rights reserved. 3
SAP is the leading business software vendor worldwide
55,700+ SAP employees worldwide
€ 14BTotal revenue
310,000+SAP consultants
ItalyGlobal
590employees
€ 328MTotal revenue
8000+SAP consultants
3500customers
183,000+customers
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© 2012 SAP AG. All rights reserved. 4
SAP Marketing Strategy for Growth, Results & Impact
Faciilitate strategic revenue growthDeliver marketing innovationReach new markets and audiencesBuild trusted customer relationships and enhance customer loyaltyCreate strong, positive customer interactions
2. Humanize the SAP Brand
5. Tighten Links to the Business
4. Develop “Pull”Marketing
3. Invest in People
1. Simplify Marketing
Amplify Voice of the Market
Drive Business Impact for SAP
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© 2012 SAP AG. All rights reserved. 5
Markets & Audiences Have Changed: Why Social is Changing the Game
From ToPhysical Presence (Shows and Events) Digital RelationshipsSpray and Pray Tactical Hits Complete Buying Lifecycle Engagement“Segment” & “Executive” Targeting PersonasMeasure Activity Measure ResultsProduct Message Product KnowledgeSelling Product Facilitating Solution Discovery Sales Cycle Buying CyclePush Messaging Pull MessagingProduct Marketing Unified Content Marketing StrategyManual Programs Automated Sustainable PracticesShort-Term Tactical Hits Long-Term Lifetime RelationshipsBrand-Building via Claimed Reputation Earned Reputation via Trust
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© 2012 SAP AG. All rights reserved. 6
Vast Landscape of Social Media Tools & Platforms
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© 2012 SAP AG. All rights reserved. 7
Social Media Is Central To The B2B Decision Journey
1 Social Technographics for Business Technology Buyers (Forrester 2011)2 The Customer Decision Journey (McKinsey, 2009)3 PJA Social Media Index (2011)
86%of B2B tech buyers
engage in social activity for business
purposes1
+76%Influence of social
touch points grows by 76% as buyers move
from awareness to consideration2
1.5xIT buyers trust
social media 1.5x more than any other
content source3
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How SAP Leads & Participates
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© 2012 SAP AG. All rights reserved. 9
SAP Social Media: Strategic Components
• Designed to support and complement our broader marketing strategy
• Begin building a “Pull Marketing” mindset within the organization
• Build deeper connections with our customers, prospective customers and key influencers
• Focus on content/education, communities and two-way conversations
• Recognize the unique nature social media • The “message” is two-way and not fully within our control• The internet has changed customer’s expectations- they are more informed than ever
before• Requires developing, testing and refining the metrics by which our social media efforts
are measured
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© 2012 SAP AG. All rights reserved. 10
SAP on Social Media
SAP is a social business
- Facebook- Twitter - LinkedIn- YouTube- Slideshare - Google+ - Flickr - Blogs- Communities
http://sap.com/social
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© 2012 SAP AG. All rights reserved. 11
The SAP Community Network (SCN)Growth & Expansion
2003 2005 2009 2012
Launch:
SAP Developer Network
100K Members
JiveForums
Blogs 1M Forum Posts
2007
Launch: BPX
Add Wikis 1M
Members
Rebrand:SCN
Launch:
Business Objects
Community
University Alliances
Community
Launch:
EcoHub App Store
Career Center
2.5M Members
1.5M UMV
>100,000 Contributors /
year
SAP Idea Place
> 1M Newsletter Subscribers
Launch New, Modern SCN
Launch:
Code Exchange
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© 2012 SAP AG. All rights reserved. 12
1,200,000unique individual visitors each month
30,000new members per month
9,200active bloggers
3,000+discussion posts per day
375+discussion topics 272,000
total contributors
230+Countries & territories
450blogs per month
9,300,000total messages
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© 2012 SAP AG. All rights reserved. 13
SAP on Facebook
SAP Community Network Current Fans : 30,000+
SAPCurrent Fans : 122,000+
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© 2012 SAP AG. All rights reserved. 14
SAP on Twitter
@SAPcommnetFollowers: ~11,000
@SAPFollowers: ~45,000
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© 2012 SAP AG. All rights reserved. 15
SAP on Slideshare SAP SAP Community Network
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© 2012 SAP AG. All rights reserved. 16
SAP on LinkedIn
SAP Community Network Current Members: ~11,000
SAPCurrent Members: ~107,000
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© 2012 SAP AG. All rights reserved. 17
SAP on YouTube
SAP CommunitySubscribers: 1,750Video Views: 174,000
SAPSubscribers: 1,800Video Views: 191,000
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© 2012 SAP AG. All rights reserved. 18
SAP’s Main Social Channels
/SAP all /SAPCommunityNetwork
400,000 30,000
@SAP all @SAPCommNet
300,000 11,000
/company/SAP /(search for our Group)
103,000 11,000
/(google it)
2,500
/SAP /SAPCommunities
176,000 174,000
/SAP /SAPCommunityNetwork
4,800 14,000
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© 2012 SAP AG. All rights reserved. 19
SapphireNowOrlando, Florida – 2012
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© 2012 SAP AG. All rights reserved. 20
Over-Achievement of Social Media Goals
KPI 2012 Goal As of May 16 % of GoalMentions of “SAPPHIRE NOW” 23,000 36,500 +159%Engagement 5,000 5,500 +110%Clicks 112,500 140,000 +124%
Mentions
Engagement
Clicks
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© 2012 SAP AG. All rights reserved. 21
Visits to SAP
SAP has over 90.3M visits to our digital properties each year.
6x as many people visit SAP than visit the world’s #1 tourist destination (Paris) in a year
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© 2012 SAP AG. All rights reserved. 22
Visitors to SAP
With over 44M unique visitors to SAP, If it were a country, we would be the 30th biggest. Larger than Argentina.
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© 2012 SAP AG. All rights reserved. 23
Fans
Our branded Twitter and Facebook pages have over 700,000 fans and followers. They would fill Wembley Stadium 8 times . . .
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© 2012 SAP AG. All rights reserved. 24
What Analysts & Experts Say
“You can't really have a discussion about communities without referencing the SAP Community Network.-Sameer Patel, Partner at Sovos Group, Blogger
“Benefits like easier networking, industry recognition and professional development drive engagement.” Paul Gillin & Eric Schwartzman, Social Marketing to the Business Customer
“SAP has quietly built a B2B social media juggernaut...” –Drew Neisser, Fast Company
“Community members learn about each other's implementations, so the time needed to evaluate technology solutions dramatically decreases.” - Michael Brito, Author, Smart Business, Social Business
SAP is far and away the community superstar...”– Comblu, State of Online Branded Communities, Nov 2011
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© 2012 SAP AG. All rights reserved. 25
Summary• Shifting the Marketing Mix:
• Pull Marketing through social media initiatives will play a growing role in SAP’s broader strategy
• Integration is key• Social media cannot be done in isolation
• Educate and train the organization on the “new marketing vision”• Social media is “organic” and not linear• It’s not a B2B or B2C mindset, but B2P: Business to People
Refine metrics and Key Performance Indicators:Reach: who are we reaching & how many?Engage: such as shares, re-tweets, time spent on siteTake action: click-throughs, referral traffic, information downloads, webinar registrationsExtend & Share: measure satisfaction and loyalty through repeat visits, referrals, advocates for SAP
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Thank You!
Contact information:
Marcus StarkeSenior Vice President, Worldwide Marketing [email protected]@marstarke (Twitter)
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© 2012 SAP AG. All rights reserved. 27