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SAP and Social Media
New OrleansJanuary 18, 2012
© 2011 SAP AG. All rights reserved. 2
No Jokes . . . Just Real Life
Never “friend” your Boss
If a tweet falls in the woods . . .
This move is “out of fashion”
One of the world’s largest oil companies (this time not BP), didn’t see the need for a Twitter account – so Greenpeace created one for them. For 6 weeks they broadcast to the world how this company was destroying the planet from the “companies own” twitter handle.
An employee of Nationale Suisse called out sick one day, claiming her work computer would aggravate her migraine, only to be "seen" posting messages to a Facebook page. Nationale Suisse had a good sense of humor and sent the termination notice to her Facebook's wall.
During violent protests in Egypt early in the year, fashion designer Kenneth Cole personally tweeted . . ."Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is available online."
Friends don’t let friends drink and tweet . . .
“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive,” the official Chrysler Twitter account tweeted in March. Oops! An employee of the company's social-media agency had got confused about which account he was logged into and while drinking one Friday night . . .
© 2011 SAP AG. All rights reserved. 3
Even Before We Get to the Agenda
Achieve “Trusted Advisor” Status
It’s Where the Conversation Happens
Differentiate from the Competition
Why -You - Social?
1B tweets per week ave in 2011,
30.8% of facebook users are 35+,
71.2% of the U.S. web audience is on now on facebook
© 2011 SAP AG. All rights reserved. 4
Agenda
Social: It Starts with an Agenda
How to Develop Your Social Plan: Worksheets
Tweet, Link, or Face: Popular Tools and Tactics
Resources
Stump the Social Chump: Panel Q&A
Todd Wilms
Social Media, SAP
@toddmwilms
© 2011 SAP AG. All rights reserved. 5
Social: It Starts with an Agenda
WHY
WHEN
WHERE
WHAT
WHO
HOW
Is your audience?
Is important to them?
Do they get information?
Do you want them?
What are you willing to do to get it?
© 2011 SAP AG. All rights reserved. 6
Social Media: Value or Volume
Value Volume
“Personal Brand”
Deeper focus on fewer audiences
Create Content
Push Content
Thought Leader
Intimacy
“Magazine Editor”
Focus on multiple audiences
Collect Content
Push Content
Hub of Knowledge
Nurturing
e.g. - Industry Principles, COE, PCN reps, some Specialists, PreSales, VPs
e.g. - SME & PNN reps, some Specialists, AEs, PreSales, VPs
© 2011 SAP AG. All rights reserved. 7
Perfect Match
80%
60%
How to Develop Your Social Plan:Social Media Worksheet
Define your audience in as great of detail as possible.
“Customers” or “Buyers” is not enough
WHO
Tips and Tricks:
Think “Dart Boards” Create “Personas”
Define characteristics of your audience members.
Choose a real or fictitious personality
You can/should stereotype
Example:Executive, conservative, 45+, family, serious, finance background, college/MBA education, ambitious, etc.
© 2011 SAP AG. All rights reserved. 8
How to Develop Your Social Plan:Social Media Worksheet
Think “what is important to them” not “what do I want to tell them”
Requires Empathy
WHAT
Tips and Tricks:
Value Volume
Curator/Editor
You feed them information
Use existing content, “thematically”
Tactics: Email / Newsletters / paper.li Tweet
Personal Brand
You are the Thought Leader
Create Content (or at least add to existing)
Tactics: Blogs Comments Communities/Groups Tweet your stuff
© 2011 SAP AG. All rights reserved. 9
How to Develop Your Social Plan:Social Media Worksheet
Think “where do they go for information?”
Google is your friend
WHERE
Tips and Tricks:
Value Volume
Keyword search for groups/communities/influencers
Start collecting, use RSS feeds
Think how your audience wants content: Email, newsletter, twitter, etc.
Think volume, consistency
TIP: First ½ hour of the day is social and coffee.
Details in the Resources Section
Keyword search for groups/communities/influencers
Insert yourself in these groups
Barter for access – they want SAP
Cultivate your properties (Facebook, LinkedIn, etc.)
Think “Thought Leader”
Details in the Resources Section
© 2011 SAP AG. All rights reserved. 10
How to Develop Your Social Plan:Social Media Worksheet
Think “what am I driving them toward?”
Trust is key
Social Media is a marriage, not a one-night stand
For instance, is your plan to drive to event, a date, to move down the sales cycle, use as thought leadership or brand awareness, etc.
“There are no shortcuts and you cant rush success”
WHEN / WHY
© 2011 SAP AG. All rights reserved. 11
Tweet, Link, or Face: Popular Tools and Tactics
Step One: Read the Twitter Playbook (Resource Section)
Step Two: Your own handle or partner/use another's? Can you find a handle with a similar audience who will let you “guest tweet” You don’t always need to build an audience from scratch
Step Three: Promote what they wont get someplace else. No updates on the Kims (Jong-Il or Kardashian)
Step Four: You need to commit to regular updates Between 2-3/week to no more than 5 per day
Best for: Megaphone
© 2011 SAP AG. All rights reserved. 12
Tweet, Link, or Face: Popular Tools and Tactics
FacebookBest for: “Personal Brand”
Step One: Read the Facebook Playbook (Resource Section)
Step Two: Create this as your brand Think “destination” for content and insight
Step Three: Promote what they wont get someplace else. You can promote “fun” and business together, but have a reason for doing it.
Step Four: You need to commit to regular updates Between 2-3/week to no more than 2 per day
© 2011 SAP AG. All rights reserved. 13
Tweet, Link, or Face: Popular Tools and Tactics
Best for: “Personal Brand” and “Megaphone”
Step One: Read the LinkedIn Playbook (Resource Section)
Step Two: This is the center of your branding universe Your profile and all your updates WILL be “validated” here
Step Three: Think active, not passive. This isn’t a billboard; it is what you do on a daily basis. Connect, comment, share, . . .
Step Four: You need to commit to regular updates Between 2-3/week to no more than 1-2 per day
© 2011 SAP AG. All rights reserved. 14
Tweet, Link, or Face: Popular Tools and Tactics
BlogsBest for: “Thought Leadership”
Step One: Read the Blogging Playbook (Resource Section)
Step Two: This is where you share what you know This is your platform for content
Step Three: Think “regular cadence” You can be opportunistic (announcements, opine on news), but . . . You should get in the habit of “regular” updates – let readers know what to expect
Step Four: Write 10, post #1 Have a stable of blog posts at your disposal before you start blogging publically.
Step Five: Write what your audience wants, not what you want “Product/Marketing/Sales-speak” does not do well in blogs (within reason . . .)
© 2011 SAP AG. All rights reserved. 15
Tweet, Link, or Face: Popular Tools and Tactics
Best for: “Engagement” Groups
Step One: Identify which groups your audiences are in (SCN, LinkedIn, etc.)
Step Two: membership has its privileges Become a member – contact the owner/moderator
Step Three: Think “lion” – stalk, watch, then pounce Don’t just go rushing in and start pontificating Listen for a bit, see how the community performs, then jump in - with vigor
Step Four: Post “leading questions” Post questions you know the answer to or are advantageous to SAP Be subtle, or risk being “shunned”
Your goal here is to “help;” not to promote. But by helping, you are promoting . . .There is a high BS sensitivity in groups
ResourcesPeople, Places, and Content to Help You in Your Social Journey
© 2011 SAP AG. All rights reserved. 17
Where to Start
The Ultimate Guide toTwitter: http://ow.ly/4QSVU
Twitter Guide Book (with videos): http://on.mash.to/EQU82
Understanding RSS: A Quick Guide to Google Reader:
http://bit.ly/1p0Nkl
How to use Hootsuite (video):
http://bit.ly/mvUIo8
Questions and Answers
Thank You!