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How to Become a Social Business

Many companies are struggling with how to integrate social into the marketing mix. But the real question is how to become a social business. The fact is, most marketing sucks. And only truly helpful content and active customer engagement can lead businesses to succeed in today's hyper-connected, real-time, social and mobile business environment.

michaelbrenner
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How to Become a Social Business

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  1. How To Integrate Social Media Into The Marketing Mix Michael Brenner Sr. Director, Integrated MarketingNovember 2011 @BrennerMichael How To Become A Social Business?

  2. About SAPWe Help Organizations Do What They Do...Better

  3. SAP MissionMake every customer a Best Run Business 109,000 customers 120 countries 55,000 employees $17 Billion revenue

  4. What is Marketing? • “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… • … The aim of marketing is to make selling superfluous.” • ~ Peter F. Drucker • “Marketing is too important to be left to the marketing department.” ~ David Packard

  5. Marketing is Hard! Your Marketing Sucks • Consumers are bombarded with over 2,000 marketing messages per day • More than 200 Million Americans have joined the U.S. “Do Not Call” list • 86% of people skip television ads • 44% of direct mail is never opened • 99.9% of banner ads do not receive clicks • 90% of emails are never opened and 99.5% don’t produce even a single click. • Buyers wait until they have completed 60% to 80% of their research before reaching out to vendors.

  6. Age 3

  7. Age 21

  8. Today we are all connected

  9. Everything is OnlineBusiness is Personal “Buyers don’t want to be an object of a sale . . . . . . but rather the subject of an experience. “ ~Paul Greenberg

  10. YOU Are the Future of Marketing Forrester CMO Mandate: Adapt or Perish: “Three out of four CMOs plan to revamp their organizations for the digital age by the end of 2011. The reason? Their initial efforts to create digital departments and outsource digital capabilities have left their organization in a state of disarray. . . To truly transform the marketing department into a more agile and innovative organization, CMOs must adopt these habits: Accept change Dare the status quo Act continuously Participate personally Tear down boundaries Leaders of Adaptive Marketing organizations will grow their business faster, build stronger brands, and create a competitive advantage in both the short term and the long term.”

  11. Business Has Become More PersonalOr Maybe Not So Socially Savvy? Connor Riley ”Cisco just offered me a job. Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work”

  12. “Social Networks have existed for as long as we have.” ~ Paul Adams, Google: The Real Life Social Network

  13. ~ Paul Adams, Google:The Real Life Social Network

  14. “Social networking is a means to an end. You need to understand what the end is.” ~ Paul Adams, Google: The Real Life Social Network

  15. The Scream explained by Paul Wineguy

  16. The Power of Social Media: They Find You • 57% of businesses have acquired a customer through their blog • 41% of B2B companies have acquired a customer through Facebook • Company websites with a blog get 55% more visitors • Inbound marketing leads cost 62% less than outbound Center for Marketing Research at the University of Massachusetts

  17. The Goal: Sales. Experience. Equity. “ “ What are the best CRM products for a law firm?” Check out OnDemand solutions” “Web visitors from social sites convert at 59% higher rates to sales” ~ MarketingSherpa Search Marketing Benchmark Survey

  18. Most Marketers Are (Still) Behind • “A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies…Markets are Conversations” ~ Levine, Locke, Searls and Weinberger inThe Cluetrain Manifesto Center for Marketing Research at the University of Massachusetts

  19. Social Media As A Platform For Change “Conventional marketing wisdom long held that a dissatisfied customer tells ten people. But…in the new age of social media, he or she has the tools to tell ten million.” ~ Paul Gillin, author of The New Influencers

  20. Social NetworkingChanging The Dynamics Of Business Social isn’t just a new way of Marketing… It’s a new way of Doing Business It’s a new way of Working We need to stop interrupting what people are interestedin and bewhat people are interested in. ~ Craig Davis, former CCO J Walter Thompson

  21. What is a Social Business? (IBM) “As the world becomes more instrumented, interconnected and intelligent and the population continues to embrace social computing, today’s enterprises face the dawn of a new era – the era of the Social Business. Just as the Internet changed the marketplace forever, the integration of social computing into enterprise design represents another enormous shift in the landscape. Organizations that successfully transform into a Social Business can potentially reap great benefits – among them the ability to deepen customer relationships, drive operational efficiencies and optimize the workforce.” Digital Social Mobile Engaged Transparent Nimble Deeper Customer Relationships Operational Efficiencies Optimized Workforce

  22. Proof of a Social Business?

  23. Social Media MarketingWhat It Isn’t & What It Is Think more Social… … less Media …or Marketing

  24. It’s not about the technologies… It’s about the relationships It’s Not About The Technology (or stock photo images)… It’s About the Relationships

  25. 8 Steps To Play The Social Game • Define Goals / Metrics • Find Your Buyers • Define Influences (-ers) • Map The Org. Model • Set up Your Channels • Content Strategy • Customer Engagement Model • Employee Enablement / Encouragement Plan “Throw Away The Rulebook” ~ Dana Anderson, SVP Marcom Kraft

  26. If “Markets are Conversations”… then “Content is King!” Chart used with permission. For a copy, go to: http://socialbmr11.marketingsherpa.com/

  27. Social Disasters Sept ‘04: Kryptonite June ‘05: L’Oreal Aug ‘05: Dell Apr 06: Chevy Feb ‘07: Taco Bell Apr ‘08: Dove Apr ‘09: Domino’s July ‘09: United June ’10: BP

  28. Social Media Triage Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Assess the message Do you want to respond? Evaluate the purpose Does customer need/deserve more info? No Response Yes Unhappy Customer? Yes Are the facts correct? Gently correct the facts No No No Can you add value? DedicatedComplainer? Are the facts correct? Yes Yes No No Yes Respond in kind & share Thank the person Comedian Want-to-Be? Is the problem being fixed? Explain what is being done to correct the issue. Yes No Yes Let post stand and monitor. This framework was built using the USAF Blog Triage.

  29. 5 Steps to Executive Buy-in • Show Them The World Has Changed • Show Them The Money • Answer The Hard Questions • Present a Strategy • Get Them Involved

  30. 8 (Random) Closing Thoughts • We live in a mobile-enabled, socially connected, real-time world. Where we all have entrusted our friends, photos, music and resumes to the cloud. • Businesses cannot respond fast enough. The goal of the digital marketer is to drive employee-enabled real-time social business. • Audience-first in everything! • Provide policy but not too much governance • Disclosure and crisis response is important • Reward positive behavior publicly • Promote the expression of your diversity • Be Human and encourage real story telling

  31. Thank You! More charts in the appendix… Email:michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.comSocial News Site:Business2Community.com Twitter: @brennermichael

  32. SAP Social Media Guidelines for Employees Identify yourself Be Honest Be Respectful Separate Opinions from Facts Add Value Be Engaged and Be Informed Aim for Quality, not Quantity Don't Pick Fights Protect Your Privacy How to Handle Media Inquiries Legal Considerations Social Computing and Your Primary Role

  33. Technology AdoptionMobile is HOT!

  34. Everybody’s on Facebook!And Google … and YouTube … Which one is right for your audience?

  35. Email Isn’t Dead!Tied with Search for most popular online activity

  36. Email Isn’t Dead!#1 Method for sharing online content • While many have hailed the death of email marketing, email remains one of the most effective marketing techniques primarily because it is still the primary way people share information.

  37. YouTube:The 2nd Largest Search Engine

  38. “If you have more money than brains you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.” • ~ Guy Kawasaki, author of Engage and Founder of Alltop • “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself… The aim of marketing is to make selling superfluous.” • ~ Peter Drucker

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