Building A Social Business From The Inside Out

Building A Social BusinessFrom The Inside Out

Sarah Goodall (@sarahgoodall)June 2014

© 2014 SAP AG or an SAP affiliate company. All rights reserved. 2Internal

Agenda

The Customer Journey Has Changed

The Changing Role Of Employees

7 Steps To Building A Social Business

Summary


My Social StoryStarted In Norway…


SAPs Social Story…Started Much Earlier

HR SALES, SERVICE,

MARKETING

FINANCE PROCUREMENT

CloudMobile Premise


The Way B2B Customers Consume Information Has Changed Dramatically


The Buyer Journey Has ChangedWe Need To Engage Much Earlier In The Decision Cycle

Through decision making process

60%


What Has This Meant For Marketing?From Classic Funnel To Complex Journey


A Converged Marketing ApproachFocused Around Content

Paid Media Owned Media

Earned Media

Amplify Out

Amplify Out

Amplify Out


Changing The Dynamics Of BusinessSocial Impacts Every Department

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

SAP BRAND

SALES

Social Selling

HR

Social Recruiting

BUYINGSocial

Procurement

COO

Social Customer Service

MKTG

Social Marketing

CHANNEL

Social Ecosystem

COMMS

Social Public

Relations


What Has This Meant For Business?Inside Out Social Model

# SAP Facebook Followers *1

600,000

# SAP LinkedIn Followers *1

400,000

Digital Team

1,900,000

# SAP Twitter Followers *1

900,000

Reach

Av. Friends *2 Av. Followers *3

60,000 SAP Employees

X

Digital Team

X12Av. Unique Connections *4

Potential Reach

*1 Source: Sprinklr*2 Source: Facebook*3 Source: Twitter*4 Source: LinkedIn


A Bag Of Marbles has 3X More Surface Area


Content Shared By Employees Receives 8X The Engagement Of Content On Brand Channels (Social Chorus)


77% Of Consumers Are More Likely To Buy A Product When They Hear About It From Someone They Trust (Nielsen 2013)


Between 2009 & 2014 Trust In Employees Increased 20% Compared To CEOs Increase of 12%

Building A Social Business

…Is Like Building A House


Stage 1: Get Planning PermissionBe Sure The Organisation Is Ready For Change

Executive Sponsorship Critical

Establish A Collaborative Culture

Use Tools (SAP Jam)


Stage 2: Plan For SuccessGet The Right Team

Marketing + Comms + HR

Align To Business Goals

Identify Your Social Superstars & Your Social Wannabes


Stage 3: Lay The FoundationsEstablish A Social Office

Social Media Policy

Social Listening (SAP Social Analytics)

Identify Internal & External Influencers

Select Keywords

Create A Strong Amplification Engine


Stage 4: Begin ConstructionConstruct An Engaging Training Curriculum

Create A Social Maturity Model

Easily Consumed Training Modules

Create A Social Learning Platform


Stage 5: Add Materials To Complete The BuildOverlay Content To Encourage Sharing

Make It Easy To Share

Provide ‘Social Ready’ Content

Monitor & Optimize

Tools: Dynamic Signal, Social Chorus, Everyone Social


Stage 6: Final FixesMeasure Social Business Impact

• Engagement

• Awareness

• Web Traffic

• Employee Engagement

• Retention

• Cost Of Recruiting & On boarding


Stage 7: Ongoing MaintenanceKeep Evolving

Running A Social Business:

New Technology

New Regulations

New Content

Extend To Partner Network

Extend To Customers


PEOPLEOrganisationExec SupportChange MgtCollaboration

Align Mktg

The Building Blocks Of A Social Business

TECHNOLOGYCommunity SW

Social CRMSocial ListeningAdvocacy SW

PROCESSSocial PolicyGuidelines

MeasurementsWorkflows

AmplificationSocial Business


Stages Overview:Quick Summary

Planning Permission

Plan For Success

Lay The Foundations

Begin Construction

Add Materials To Complete Build

Final Fixes

Maintenance

Be Sure The Organisation Is Ready For Change

Get The Right Team, Executive Commitment & Plan

Establish A Social Office For Listening & Content

Create An Engaging Training Curriculum

Feed Content & Make Sharing Easy

Measure The Impact Of Social Business

Keep Evolving The Social Model


Stages Overview:The SAP Program


Stages Overview:My Program!

© 2014 SAP AG or an SAP affiliate company. All rights reserved.

Thank you

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