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Integrating Social Media Into Your Marketing Mix

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  1. Integrating Social Media Into Your Marketing Mix Michael Brenner Sr. Director, Integrated Marketing SAP

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

  3. Introduction • Customer Evangelist: passionate about my role in marketing to bring companies and customers closer together • Blogs: • B2B Marketing Insider • Business 2 Community • SAP OnDemand Corp Blog • Twitter: @brennermichael

  4. Introduction - SAP • 109,000+ Companies Run SAP • In Over 120 Countries • 53,000+ Employees Worldwide • Annual Revenue Over €12.5 Billion • Our Mission: Make Every Customer A Best Run Business

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

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

  7. The Power of Social Media: They Find You • 78% conduct product research online • Social sites #1 source for product info. • 91% of email users have opted out of company lists previously subscribed to • 2/3 of the country is on “Do NOT Call” list • 59% drop in email use by 12-to-17-year-olds due to social-networking • 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

  8. The Scream explained by Paul Wineguy

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

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

  11. The Goal: Sales. Experience. Equity. “Web visitors from social sites convert at 59% higher rates to sales” ~ MarketingSherpa Search Marketing Benchmark Survey

  12. The Goal: Sales. Experience. Equity. “ What are the best CRM products for a law firm?” My suggestion is OnDemand solutions:” “

  13. It’s not about the technologies… It’s about the relationships It’s Not About The Technology…It’s About the Relationships

  14. 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

  15. 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

  16. Traditional Vs. Social Marketing Credit: Scott Sorokin, Global Digital Leader, Mindshare

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

  18. 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”

  19. 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

  20. 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.

  21. 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

  22. 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 / Context Strategy • Engagement Model • Enablement Plan “Throw Away The Rulebook” ~ Dana Anderson, SVP Marcom Kraft

  23. Chart used with permission. For a copy, go to: http://socialbmr11.marketingsherpa.com/

  24. Social NetworkingChanging The Dynamics Of Business Social networking isn’t just a new way of Marketing… It’s a new way of Doing Business It’s a new way of Working Social media is not an interruption but a distraction medium!

  25. Thank You! Follow Me on Twitter: @BrennerMichael Email:michael.brenner@sap.com Marketing Blog: B2BMarketingInsider.comSocial News Site:Business2Community.comSAP On Demand Blog:Blogs.SAP.com/OnDemand