BEST PRACTICE: Building a social business from the inside out

Building A Social Business

From The Inside Out

Sarah Goodall (@sarahgoodall)

June 2014

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

Agenda

The Customer Journey Has Changed

The Changing Role Of Employees

7 Steps To Building A Social Business

Summary


My Social Story

Started In Norway…


SAPs Social Story…

Started Much Earlier

HR SALES,

SERVICE,

MARKETING

FINANCE PROCUREMENT

Cloud Mobile Premise


The Way B2B Customers Consume Information Has

Changed Dramatically


The Buyer Journey Has Changed

We 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 Approach

Focused Around Content

Paid Media Owned Media

Earned Media Social

Listening

Social

Listening

Social

Listening

Amplify Out

Amplify Out

Amplify Out


Changing The Dynamics Of Business

Social 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

BUYING

Social 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

X12

Av. 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 Permission

Be Sure The Organisation Is Ready For Change

Executive

Sponsorship Critical

Establish A

Collaborative Culture

Use Tools (SAP Jam)


Stage 2: Plan For Success

Get The Right Team

Marketing + Comms + HR

Align To Business Goals

Identify Your Social Superstars &

Your Social Wannabes


Stage 3: Lay The Foundations

Establish 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 Construction

Construct 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 Build

Overlay 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 Fixes

Measure Social Business Impact

• Engagement

• Awareness

• Web Traffic

• Employee Engagement

• Retention

• Cost Of Recruiting & On boarding


Stage 7: Ongoing Maintenance

Keep Evolving

Running A Social Business:

New Technology

New Regulations

New Content

Extend To Partner Network

Extend To Customers


PEOPLE

Organisation

Exec Support

Change Mgt

Collaboration

Align Mktg

The Building Blocks Of A Social Business

TECHNOLOGY

Community SW

Social CRM

Social Listening

Advocacy SW

PROCESS

Social Policy

Guidelines

Measurements

Workflows

Amplification Social

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

Twitter: @sarahgoodall

Blog: www.sarahgoodall.com

LinkedIn: www.linkedin.com/in/sarahgoodall

http://www.sarahgoodall.com/

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