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Fare SMM nel B2B: si può? L’esperienza SAP Italia

Twitta live! @SAPItalia#schf12

Milano, 15 novembre 2012

© 2012 SAP AG. All rights reserved. 2

Agenda del workshop

Valeria Severini – CEO Freedata Labs Chi è Freedata Labs

Brief ed obiettivi

– I numeri dei SM nel mondo

– I SM nel B2B: servono?

– Come fare?

Flaminio Francisci – Marketing Manager SAP Italia Chi è SAP

Il caso SAP Italia

– Strategie

– Risultati ottenuti

– Lezioni apprese: our outcomes

Q&A@SAPItalia

#schf12

© 2012 SAP AG. All rights reserved. 3

Chi è Freedata Labs

1993

2010

2009

2008

Today

@SAPItalia

#schf12

© 2012 SAP AG. All rights reserved. 4

Brief ed Obiettivi: aumenta il tempo speso online

Fonte: http://www.comscoredatamine.com/wp-content/uploads/2012/01/Time-Spent-Online-on-Key-Internet-Categories.png

© 2012 SAP AG. All rights reserved. 5

Brief ed Obiettivi: aumentano le piattaforme Social

© 2012 SAP AG. All rights reserved. 6

Brief ed Obiettivi: aumentano gli utenti dei SM

Fonte: http://www.nowmedia.it/2012/05/21/lo-stato-dell-arte-social-media-social-network-statistiche-a-confronto-2012-classifica-social-network/

© 2012 SAP AG. All rights reserved. 7

Brief ed Obiettivi: quanto è social il B2B?

Fonte: http://www.mediabistro.com/alltwitter/b2b-social-marketing_b20019

© 2012 SAP AG. All rights reserved. 8

Brief ed Obiettivi: le conversazioni sui SM sono influenti

Fonte: http://www.slideshare.net/fullscreen/Tomtrendstream/globalwebindex-b2b-social-media-strategy-2011/5

© 2012 SAP AG. All rights reserved. 9

Brief ed Obiettivi: quindi, come fare?

Grazie al patrimonio informativo raccolto con le attività di monitoring, è possibile sviluppare campagne di social media marketing articolate ed efficaci e avviare una strategia di conversazione

@SAPItalia

#schf12

Strategie e risultati.L’esperienza SAP ItaliaFlaminio Francisci, Marketing Manager SAP Italia

@SAPItalia

#schf12

© 2012 SAP AG. All rights reserved. 11

Chi è SAP

55,700+ SAP employees worldwide

€ 14BTotal revenue

310,000+SAP consultants

ItalyGlobal

590 employees

€ 328MTotal revenue

8000+SAP consultants

3500+customers

183,000+customers

@SAPItalia

#schf12

SAP is the leading business software vendor worldwide

© 2012 SAP AG. All rights reserved. 12

© 2012 SAP AG. All rights reserved. 13

I nostri clienti producono oltre il

65% di tè e caffè che beviamo ogni giorno.

I nostri clienti producono più del

70% del cioccolato mondiale.

I nostri clienti producono più del

72% della birra mondiale.

I nostri clienti producono più del

60% dei giocattoli e dei giochi di tutto il mondo.

© 2012 SAP AG. All rights reserved. 14

Do we really need social media?

SAP has over 90.3M visits to our digital properties each year.

6x as many people visit SAP than visit the world’s #1 tourist destination (Paris) in a year

© 2012 SAP AG. All rights reserved. 15

Strategia: do we really need a social strategy and execution plan?

Humanize the SAP Brand

Tighten Links to the Business

Invest in PeopleSimplify Marketing

Develop “Pull” Marketing

© 2012 SAP AG. All rights reserved. 16

Strategia: from helping sales to sell to help customers to buy

SAP inbound

SAP online

SAP social

integrated

consi

sten

t

simp

le

@SAPItalia

#schf12

© 2012 SAP AG. All rights reserved. 17

Execution: a competence based on “try and error” approach

BUY Outside-in: partnership with

Inside-out: in-mktg-team plug of an external social expert from Freedata Labs to foster cross pollination

MAKE link SAP social media communities and alignment with the SAP

social media strategy MKTG is the exampler: Upskill of the Italian MKTG team with

dedicated training and learning by doing

COMPETENCES

LISTEN ACT ENGAGE MEASURE ADJUSTMETHOD

@SAPItalia

#schf12

© 2012 SAP AG. All rights reserved. 18

LISTEN: Turn a weakness in a “Social” opportunity

Social Media

SHARE of VOICE = BUZZ100%: Total conversations that quote a brand: 3.304

Source 2011 FreedataLabs web listening

Language and Country: Italian and ItalyTiming: from 01/09/2010 to 01/09/2011IT SOLUTIONS: Erp, Business IntelligenceVERTICAL MARKET: Food&Beverage, Transport&Logistics

3,7 milioni

di utenti in Italia

22 milioni

di utenti in Italia

@SAPItalia

#schf12

© 2012 SAP AG. All rights reserved. 19

ACT: a consistent and selective/sustainable approach

@SAPItalia

#schf12

© 2012 SAP AG. All rights reserved. 20

ACT: channels creation, by weekly editorial plan and … … cross pollinating social media team

:

@SAPItalia

#schf12

© 2012 SAP AG. All rights reserved. 21

ENGAGE: the x-factor to win is … … the SAP people active engagement

Editorial Plan e moderazione

Engagement

Word of mouth

Customer

Partner Employee

@SAPItalia

#schf12

© 2012 SAP AG. All rights reserved. 22

Risultati ottenuti

PeerIndex and Klout score are relative measure of online authority. They reflects the impact of your online activities, and the extent to which you have built up social and reputational capital on the web.

Source: Freedata Labs November 2012

SAP Italia

10.860 fanOnline April 2012

PeerIndex 41Klout Score 49Online April 2012

171.160 viewsOnline April 2011

16.360 viewsOnline April 2012

© 2012 SAP AG. All rights reserved. 23

MEASURE: put the right question …… and thrust the answer

3 months Italian Keywords tuning

© 2012 SAP AG. All rights reserved. 24

Lezioni apprese: our outcomes

Create a corporate identity suitable for Social Media

COMPRENSIONE

AZIONE

ASCOLTO

People is the key for Social Media execution

Cross functional social media team

Engagement of SAP people, partners and customers based on

examples

Web listening is the key foundation for every SM decision

Use few Social Media with a clear “use for”

Identify the Social Media opportunity and share the vision

Manage Social Media with an open “try and error” approach

© 2012 SAP AG. All rights reserved. 25

GR

AZ

IE!