B2B Content Marketing: the power of emotions based marketing

©  2012 SAP AG. All rights reserved. 1

B2B CONTENT MARKETING The Power Of Emotions Based Marketing

Content 360 Conference 3rd of April, 2014 | InterContinental Singapore

Nicholas Kontopoulos Global Head of Strategic Marketing Programs, Customer LoB Solutions at SAP Cloud

MY OBJECTIVE TODAY IS TO EXPLORE…

CONFIDENTIAL

THE IMPACT DIGITAL CUSTOMERS ARE HAVING ON OUR ENTERPRISES

The Good Old Days

THERE HAS BEEN A

They are now armed to the teeth.

Customers Are No Longer Passive

Mobility Rich Content Social Always On

WE LIVE IN A WORLD OF DIGITAL IMMERSION

29% of Americans say their phone is the first and last thing they look at every day. PEOPLE ARE ALWAYS CONNECTED.

SOURCE: QUILCOMM

The mega trend of the 21st century is the EMPOWERMENT of people via connected mobile devices.

- Mary Meeker

50% of consumers will use 2 or more devices in their purchase process. SITES MUST BE MOBILE-FRIENDLY.

AT LEAST

SOURCE: IBM

We as consumers are living in a 24/7 DIGITAL WORLD. And our message to brands is that if you’re not focused on that, you’re missing out, you’re going to be left behind.

- Neal Mohan, VP Display Advertising Google

EVANTUBE HD ENGAGING THE BUYERS OF TOMORROW

YouTube reaches more US adults ages 18 – 34 than any cable network.

SOURCE: NIELSEN

70%

of YouTube traffic comes from outside the US.

SOURCE: YOUTUBE

85% of users say social networks help them decide what to purchase.

SOURCE: IBM

93% of marketers are using social media for business.

SOURCE: BUSINESS INSIDER

62% of people are more likely to engage with brands that integrate social media content into their owned properties.

SOURCE: MASS RELEVANCE

This is the dawn of Generation C. Where "C" represents a connected society based on interests and behavior. Gen C is not an age group -- ITS A WAY OF LIFE.

- Brian Solis, author and digital analyst

DIGITAL AND SOCIAL ADOPTION ARE GROWING IN ASIA, PACIFIC AND JAPAN

10 million new social network users per month

(Source: SDMW Snapshot, 2013)

554 million mobile users & 143 million subscribers who accessed internet by wireless phones in India (Source: Juxt, 2013)

Social media usage grew 52% in India in 2012 (Source: eMarketer, 2012)

DIGITAL AND SOCIAL ADOPTION ARE GROWING IN ASIA, PACIFIC AND JAPAN

Internet use at all time high in South East Asia: 62 million users online; represents 40% of all APAC users. (Source: ComScore, 2013)

6 out of 10 social media users in Asia are connected to a brands via social channels. (Source: Social Media Around the World Study, 2012)

70% of first-time Internet users in China surf the web on a mobile device. (Source: CNNIC, 2013)

IN ASIA PACIFIC, 59% OF CONSUMERS COMMENT ABOUT BRANDS ONLINE.

THIS CHANGES THE RULE FOR MARKETERS.

(Source: Nielson 2013)

COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.

19TH CENTURY ENGAGEMENT

Sales & Marketing Funnel

Awareness

Interest

Desire

Action

SHARE RESEARCH

SHOP

PURCHASE TRIGGER EVENT

COMPARE

CUSTOMERS REQUIRE A NEW 21ST CENTURY ENGAGEMENT MODEL DRIVEN BY SOCIAL

CUSTOMERS ARE NOW IN CHARGE

A PARADIGM SHIFT HAS OCCURRED!

57% of the buying process is completed before a first interaction with sales.

SOURCE: CORPORATE EXECUTIVE BOARD

“The only way to consistently grow in

B2B is to be BETTER THAN VERY GOOD”

- Seth Godin, author

Use this title slide only with an image

Today’s B2B Buying Behavior

66%-90%

(Source: ¹Forrester – Buyer Behaviour Helps B2B Marketers Guide the Buyer’s Journey | ²Sirius Decisions Report)

B2B buyers conduct heavy research in the early stage. They are ‘done’ by the time they contact vendors¹.


Today’s B2B Buying Behavior

And they trust these sources²:

(Source: ¹Forrester – Buyer Behaviour Helps B2B Marketers Guide the Buyer’s Journey | ²Sirius Decisions Report)

Independent White Papers 64.4%

Peers Referral 51.1%

Trials / Demos 42.2%

Analyst Reports 37.8%


Where are todays CXO’s going for information and advice?

More than half (61 percent) of buyers consult third-

party sources before consulting a company’s

salesforce¹

Senior management holds 35% purchase decision

power and they assign the early research work to their

mid level managers and team²

CIOs are more likely to consider new vendor and

prefer LinkedIn as the social channel³

B2B CXO Buyers Behaviors

25% search on Internet

22% call an

industry peer

20% call an

industry analyst

(Source: Sirius Decisions – Inbound Marketing Demystified: Data from the Field | ¹Avanade Global Survey: B2B is the New B2C | ²TechTarget Marketing Strategies vs. IT Buyer Demands | ³Tech Target Profiling Today’s CIO)


(Source: CMO Council “Better Lead Yield in the Content Marketing Field”)

B2B Buyers Don’t Trust Vendor’s Content

are the percentages of respondents who name content from professional groups

vs. vendors as highly trusted.

67% 9% VS.


(Source: CMO Council “Better Lead Yield in the Content Marketing Field”)

Instead, what they typically get:

B2B Buyers Don’t Trust Vendor’s Content

Too many requirements for downloading

50% Blatantly promotional & self-serving

43% Non-substantive and uninformed content

34%

What they want most from online content:

Breadth & in-depth information

47% Ease of access, understanding & readability

44% Originality of thinking & ideas 39%

86% of customers are willing to pay more for a better customer experience.

SOURCE: AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER

- Doug Kessler, Velocity Partners

Traditional marketing talks at people. Content marketing talks WITH them.

CREATING IT IS EASY, OR IS IT

CONTENT MARKETING

What does CONTENT mean to me?

The definition has five components:

– The Word Factory

Content is the presentation of information for a purpose to an audience through a channel in a form

What is the idea you are sending out?

Why are we doing this?

Who is our intended consumer for this content?

How will we get our content to our audience?

How will our communication be rendered in its final form?

INFORMATION

PURPOSE

AUDIENCE

CHANNEL

FORM

CONTENT MARKETING: Create SOCIAL OBJECTS.

The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else.

– Hugh Macleod

CONTENT MARKETING: Create SOCIAL OBJECTS.

Social objects bind us together. The more important a social object is to us, the stronger it'll bind us to others who also hold that social object”…”we change our behavior because of social objects.

– Kyle Mathews

- Jay Baer, YOUTILITY

Social is the gasoline that fuels content.

LISTEN.

- Jonathan Midenhall

Amazing things happen when you LISTEN to the consumer.

Cracking jokes and pinning puppy pictures will get you only so far.

DO YOU REALLY LIKE ME?

What? What are people talking about?

When? When did they talk about it?

Where? Where do these conversations occur?

Who? Who is talking?

Why? Why are they talking about it?

LISTEN TO THE MILLIONS OF PUBLIC CONVERSATIONS

5Ws of Social Intelligence Harnessing the Small Data

UNDERSTAND THE CONTEXT OF THESE CONVERSATIONS

ENTERPRISES ARE STRUGGLING WITH SOCIAL MEDIA CHANNELS

VOLUME

VELOCITY

VARIETY

COMPANIES SOCIAL STRATEGIES ARE MISALIGNED

Only 34% of businesses feel that their social strategy is connected

to business outcomes.

34%

Just 28% of companies studied feel that they have a holistic approach to social media, where lines of business and business functions work together

under a common vision.

28%

Only half said that top executives were “informed,

engaged and aligned with their companies’ social strategy."

50%

SOURCE: ALTIMETER GROUP

WHAT ARE THEY THINKING ABOUT? MIND OF THE CONSUMER

“How do I buy”?

“That’s a interesting new product”

“Who else makes one of these?”

“Cool commercial”

“I cant get this to work” “This is a really cool feature”

“It would be cool if product x could do this”

“Maybe I should consider brand x?”

“I really value the opinion of tastemaker x”

“I wish companies would care more about…?

“I wonder what my friends think of this product?”

“I need something new”


HOW DO PEOPLE FEEL? Is overall sentiment positive, negative, or neutral?

What’s the net sentiment? How passionate are our customers? What is the share of buzz compared to our competitors?

I want one…

It hurts my eyes!

Poor battery life…

Lack of hot games…

The real issue is making sense of big data and finding patterns in it that help organizations make better business decisions.

SMALL DATA

SOURCE: GARTNER


I want one…

Poor battery life…

DERIVING SENTIMENT FROM SOCIAL MEDIA IN REAL-TIME Natural Language Processing Engine

It hurts my eyes!

Lack of hot games…

NLP engine filters and determines emotions (like, dislike), behaviors (want, buy, return), intensity and net sentiment.

68% of companies do not have a stated Business Intelligence/Analytics strategy. SOURCE: IDC

BUILD A DIGITAL SOCIAL LISTENING POST CHANNELING SOCIAL MEDIA CREATE A PLACE FOR DECISION MAKING WITH ALL PERTINENT DATA AT YOUR FINGERTIPS •  What crises are emerging?

•  How are my in-flight campaigns?

•  Is my social sentiment tracking w/ sales?

•  Do we need to engage with them?

Who said it? Brian Solis

It’s now your obligation to study how, where & why customers are connecting and how they are making & influencing decisions.

Emotions drive decisions

We need to hit them in the gut.

Source: Caroline Winnett and Andrew Pohlmann of The Nielsen Company

90% of purchasing decisions are made subconsciously.

83% of the impact on the brain of information from the senses during a visual presentation.

Sight makes up

Source: The Definitive Book of Body Language

Taste makes up 1%, Hearing makes up 11%, Smell 3%, and Touch 2%

100,000

By marketing to the subconscious

mind, your message is more than

times more likely to stick.

Unfortunately, marketing

campaigns can miss the mark due to a simple lack of understanding of the subconscious

mind.

To maximize results, your marketing needs to evoke an emotional response in your prospective client's heart and mind.

Try to create a holistic sensory experience.

The greater range of sensory impact your marketing creates, the greater the chance you’re going to connect on a

deeper level with your audience.

- Ann Handley

Make the customer the HERO of your story.

CASE STUDIES

We've made big bet on social at SAP. We infuse social in everything we do, from how we decide what solutions to build, to how we market/sell them

- Jonathan Becker, SAP CMO

@ SAP

DIGITAL, SOCIAL AND COMMUNITIES

What’s Important in 2014 AND BEYOND? Five Pillars of Marketing Transformation

2. HUMANIZE THE SAP BRAND

5. TIGHTEN LINKS TO THE BUSINESS

4. DEVELOP “PULL” MARKETING

3. INVEST IN PEOPLE

1. SIMPLIFY MARKETING

Humanizing the Brand

SAP has quietly built a B2B social media juggernaut.

- Drew Neisser, Fast Company

Community Network

2 million unique visitors each month

700+ community moderators

46% net promoter score (NPS)

400+ SCN topic spaces

750 blogs per month

230+ countries & territories

12 million SCN newsletters delivered in 2012

155 million page views in 2012

30,000 contributors in 2012

3,000+ Posts a day

50M+ VISITORS IN 2012

70 COUNTRIES

40 LANGUAGES

590,000 ONLINE LEADS

•  Communities

•  Blogs

•  Social Media Channels

•  Mobile

Social Listening @ SAP Engaging today’s digital natives

277% more effective for lead generation than Facebook and Twitter.

SOURCE: TOP DOG SOCIAL MEDIA

LinkedIn is

KEY TAKEAWAYS

There is no single silver bullet solution

Social media is about SOCIOLOGY and PSYCHOLOGY more than technology.

- Brian Solis

LISTEN.

THE DIGITAL SOCIAL LISTENING POST SAP SOCIAL MEDIA ANALYTICS

•  What crises are emerging?

•  How are my in-flight campaigns?

•  Is my social sentiment tracking w/ sales?

•  Do we need to engage with them?

A PLACE FOR DECISION MAKING WITH ALL PERTINENT DATA AT YOUR FINGERTIPS

©  2012 SAP AG. All rights reserved. 78 Confidential

Different Perspective

Purchase behavior is heavily

influenced by emotions.

Five pillars for creating great CONTENT

The definition has five components:

– The Word Factory

Content is the presentation of information for a purpose to an audience through a channel in a form

What is the idea you are sending out?

Why are we doing this?

Who is our intended consumer for this content?

How will we get our content to our audience?

How will our communication be rendered in its final form?

INFORMATION

PURPOSE

AUDIENCE

CHANNEL

FORM

Adapt or Die

Engage at the point of awareness

Stop telling, start listening predict & influence behavior. Respond quickly.

Guide customers through their journey

Understand their needs & desires. Earn advisor status. Help them.

Create loyal brand advocates

Make every conversation count. Create amazing experiences. Deliver relevant & timely offers.

- Brian Solis, author and digital analyst

DIGITAL DARWINISM: When technology and society evolve faster than the ability for companies to adapt.

about.me/nicholask71

Feel free to connect with me at : [email protected]

#nicholask71

http://sg.linkedin.com/in/nicholaskontopoulos

© 2013 SAP AG. All rights reserved.

THANK YOU!