How SAP is Winning with Social Selling and Employee Advocacyb2bmarketing.b2b-ignite.net/wp-content/uploads/... · PUBLIC Malin Lidén, SAP July 09, 2019 How SAP is Winning with Social

PUBLIC

Malin Lidén, SAP

July 09, 2019

How SAP is Winning with Social Selling and Employee Advocacy

PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ

Don´t hold that

thought! Submit

questions throughout

the session via the

event app

@MalinJessica PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ

#IgniteB2B


SAP: World’s largest provider of enterprise application software

77% of the world’s transaction revenue touches an SAP system

But there´s much more!

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Social Selling and Employee Advocacy: Why Care?

Social Selling at SAP: Journey and Results

Scaling to Employee Advocacy: The Opportunity

How to Make it Happen: Key Learnings

Agenda


PERSONAL ONLINE PRESENCE MATTERS

BUSINESS HAS MOVED FROM OFF- TO ONLINE

@MalinJessica #IgniteB2B


„SOCIAL SELLING AND

EMPLOYEE ADVOCACY TURN

INDIVIDUAL EXPERTISE,

REPUTATION AND NETWORK

OF EMPLOYEES INTO BUSINESS

AND CAREER VALUE“


SOCIAL SELLING AT SAP

HOW IT ALL STARTED

@MalinJessica #IgniteB2B #IgniteB2B PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ

October 2012

Inside Sales Pilot: 50

Sales Navigator licenses

July 2013

Pilot extended: 500

Sales Navigator licenses

Fragmented efforts

January 2014

First Trainings. Pilot

extended: 2K licenses.

October 2015

6,5K licenses in use.

Trained 6K employees.

October 2014

15K licenses purchased.

Train the trainer.

Community.

SOCIAL SELLING: OUR JOURNEY

@MalinJessica #IgniteB2B PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ

THE RESULTS

160%

1.4B

7X

2B


#IgniteB2B


WHAT HAPPENS WHEN EVERYONE IS IN SALES?

80% OF B2B PURCHASES START WITH SEARCH

PEOPLE LISTEN TO PEOPLE THEY TRUST

+

=

MASSIVE OPPORTUNITY



1 in 3 people come to a

brand through a

recommendation (Deloitte)

12% increase in brand

advocacy leads to

2x increase in

revenue growth (National Business Research Institute)

75% of B2B buyers use

social media to be

informed about vendors (Tribal Impact)

B2B buyers are

5x more likely to engage

with known industry

thought leaders (Tribal Impact)

SALES & BUSINESS IMPACT OF EMPLOYEE ADVOCACY

@MalinJessica

But It is not just about sales, it is also about customer experience, better

and more cost effective marketing (earned media!), attracting and retaining

talent as well as internal communications!

#IgniteB2B


WHAT IS EMPLOYEE ADVOCACY (AND WHAT IS IT NOT)

@MalinJessica

It is NOT broadcasting, so don’t:

encourage “shares to win prizes” incentivizing spamming behavior

mandate participation

only relay on sharing tools or newsletter summaries with pre selected content

just push branded content – mix it up with external industry and own content

It IS building personal brand for professional benefit, so do:

encourage employees to define and work on their professional brand

provide training to help employees be credible experts

recognize and reward your social superstars

on-board leaders early on to encourage employees to take part

#IgniteB2B


1. It Starts at The Top

2. You Can´t Do It Alone

3. It´s Not Done with A License

4. One Size Fits All?

5. What You Can´t Count Doesn´t Count

6. Next Gen Go To Market Requires Next Gen Management

Model

7. Hang in there!

Ok, Everyone Agrees It Is A Good Idea!

How To Get From Concept To Reality?


#IgniteB2B


Cross Organizational

Sponsorship At The Right Level

Executive Program

Producing Role Models

It Starts At The Top


PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ @MalinJessica

You Can´t Do It Alone


#IgniteB2B @MalinJessica


The Difference Between The Right

Tool And The Right Tool +

Enablement: 7x More Pipeline

It Is Not Done with A License


#IgniteB2B


One Size Fits

All?


Curriculum:

Role Based

Modular

Hands On


What You Can´t Count Doesn´t Count: Make Sure You Can Measure

A Reliable Source Code (Along with Agent Qualities To Find

and Come After Those Who Don´t Use Them!)



A Different Go To Market Requires A Different

Management Model



Hang in there! Remember:


Thank You!

Let´s Connect! Malin Lidén,

VP, SAP Marketing

@MalinJessica

linkedin.com/in/malinliden

Documents

How SAP is Winning with Social Selling and Employee Advocacyb2bmarketing.b2b-ignite.net/wp-content/uploads/... · PUBLIC Malin Lidén, SAP July 09, 2019 How SAP is Winning with Social