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Session on why is social so challenging. Given at OMS 12 in San Diego on Tuesday Feb 7th to packed house. Glad you enjoyed it and hope it is useful. - tw
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Why is Social so Hard for Us?From Social Media to Social Business
Date/Location
Todd Wilms
Sr Director, Social Media
Email in 72 hours:
t.wilms@sap.com
Twitter: @socialb2p
Team Blog: www.socialb2p.com
Personal Blog: www.Forbes.blogs.com/sap/todd-wilms
3
Agenda
Your Audience
Your Culture
Your Expectations
Your Solutions
Your Audience1. The Customer’s Expectations have Shifted Underneath your Feet
2. Ah, I Dream of the Heady Days of 2007 . . .
@socialb2
p
5
1.The Customer’s Expectations have Shifted Underneath your Feet
@socialb2p
The Customer’s Expectations have Shifted Underneath your Feet
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1.The Customer’s Expectations have Shifted Underneath your Feet
You have to acknowledge the shift
Time to start listening
Doing the same thing – but doing it on Facebook – is not going to work
Tip: Start with Empathy. How would I / You react to what you are marketing?
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2. Ah, I Dream of the Heady Days of 2007 . . .
@socialb2p
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12,000 Tweets per day
Only 12M Facebook Users
Traffic was less than ~2M per month on LinkedIn
07 08 09 10 11 120
100200300400500600700
1250 100
350400
640Facebook Users
08 09 10 11 120
10
20
30
40
50
60
2.1
11.2
31.5
46.7
53.5LinkedIn Monthly Visitors
Three Simple Social Media Growth Statistics
We still think social is “fertile soil.”
@socialb2
p
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2. Ah, I Dream of the Heady Days of 2007 . . .
The social landscape is really crowded
The “gold rush” is over (e.g. – Pop-Up Adds)
If you are thinking “exponential gains,” you are going to be disappointed
Tip: What can you do to “raise above the fray?” What is different about you?
- Don’t try to compete the way everyone else does -
Your Culture3. Social Moves Fast . . . Companies Move at a Glacial Pace
4. Your Executives are Not Helming the Ship
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3. Social Moves Fast . . . Companies Move at a Glacial Pace
@socialb2
p
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Know Your Culture
Your company needs you, but doesn’t understand you
Glaciers make permanent changes, but need time
Pull the Glacier, don’t push against it
Tip: Your enthusiasm is your greatest asset and weakness. Start small and
show results. Think “Pilots.”
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4. Your Executives are Not Helming the Ship
@socialb2
p
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You are Good, But Not THAT Good
Social is a cultural phenomena, not a marketing tactic
Change across the organization
If you see a obstacle – that’s a problem. Your execs should have removed that already.
Tip: Start with the highest exec you can get on your side. Use small pilots and
data to fuel their support.
Your Expectations5. Your Strategy is Focused on the Trees, Not the Forest
6. The “Sales Pipeline” is No Longer . . .It is More Like “Chutes and Ladders”
@so
cialb2p
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5.Your Strategy is Focused on the Trees, Not the Forest
@socialb2p
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The Top “X” List
The Top 5 Things You Must Do on Facebook or You Will Die
6. The “Sales Pipeline” is No Longer . . .It is More Like “Chutes and Ladders”
Print Ad
Banner Ad
.Com
Recap:
1. Changing Customer Expectations: Try Empathy
2. No Longer 2007: Be Different
3. Company Slow, Social Fast: You, Start Small
4. Executive Not Helming Ship: Find One, Feed Data
5. Strategy on Forest, Not Trees: Don’t Forget Strategy
6. Pipeline not Straight: Think Social at All Stages
Your Solutions1. Audience: Transparency is Key
2. Cultural: Think Scalability, with Each New Convert
3. Expectations: Reset Your Strategy
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1.Audience: Transparency is Key
@socialb2p
• Executive Leadership• Cultural “Influence”• Who, What, Where,
When, Why, How
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2.Cultural: Think Scalability, with Each New Convert
@socialb2
p
• Executive Presence• Strategy • Wins 1st,
Replication 2nd
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3.Expectations: Reset Your Strategy
@socialb
2
p
• Strategy• Pilots• Feed your Executive
Email in 72 hours:
t.wilms@sap.com
Twitter: @socialb2p
Team Blog: www.socialb2p.com
Personal Blog: www.Forbes.blogs.com/sap/todd-wilms
“We are what we repeatedly do. Excellence, therefore, is not an act but a habit” - Aristotle
@socialb2p
Thank You
Thank You
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