Convincing the CFO that Social Media Adds Value

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Tribal Impact

Business Technologie

Convincing The CFO That B2B Social Media Can Be A
Profit Center Generator Rather Than A Cost Drain

Sarah Goodall
Head of Social Media, EMEA #csmb2b @sarahgoodall

A Profit Center

“A section of a
company treated
as a separate
business. Thus
profits or losses
for a profit center
are calculated
separately”

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 3

My Background

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 4

About SAP
We Help Organisations Do What They Do...Better

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 5

Social Media Is Central To The B2B Decision Journey

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 6

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 7

Changing Face Of B2B Marketing

Change in
sales
Sales engage later
with more informed
customers

Change in
marketing
Transition more of our
efforts to inbound

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 8

Cost Per Lead A Driving Factor

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 9

Social Strategy At SAP

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 10

SAP Social Communities

Host

Orchestrate

Participate

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 11

The SAP Community Network

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 12

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 13

Social Innovation

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 14

The ROI Pyramid

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 15

SAP Social Strategy

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 16

Social Innovation

 10,136 Ideas
 508 Under Review
 265 Delivered
Ideas
 7,771 Comments
 45,140 Votes
Voting

Potential cost of
R&D saved

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 17

Social Commerce
Automated Tracking Of Social Influence On Revenue

SAPPHIRE NOW 2012
40,200 Tweets, Facebook Posts YouTube Videos
and Blogs related to SAPPHIRE NOW have been
published

Non-SAP
SAP: 27% employees: 73%
Channel Registrations
Facebook 122
Twitter 38
Ambassadors 22
YouTube 5
LinkedIn Ads 5
LinkedIn Updates 4

Revenue Influenced
© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 18

Social Commerce
Chance Engagements

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 19

Social Intelligence
Refining Digital Content For Best Results

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 20

Social Efficiency
Cost of Support

Why People Join The SAP
Community Network Download &
Curriculum
1%
Networking
17 %
Tutorials
29 %
Other
2%

ProdDocs
8%

Potential
cost of Professional &
Reputation
8%
support Troubleshoot
enquiries 35 %

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 23

Social Efficiency
SAP Mentors #suithugger

Potential cost of
paid media

© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 24

Recap

Three levels of metrics & use the right one for the
right audience:
• Business Metrics
• Social Media Analytics
• Engagement Data

Measure Social Media value against an activity:
• Innovation
• Efficiency
• Commerce
• Intelligence
• Insight
© 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 25

Thank You!

Twitter: @sarahgoodall
Blog: www.sarahgoodall.com
LinkedIn: www.linkedin.com/in/sarahgoodall

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Convincing the CFO that Social Media Adds Value

1. Convincing The CFO That B2B Social Media Can Be A Profit Center Generator Rather Than A Cost Drain Sarah Goodall Head of Social Media, EMEA #csmb2b @sarahgoodall

3. A Profit Center “A section of a company treated as a separate business. Thus profits or losses for a profit center are calculated separately” © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 3

8. Changing Face Of B2B Marketing Change in sales Sales engage later with more informed customers Change in marketing Transition more of our efforts to inbound © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 8

17. Social Innovation  10,136 Ideas  508 Under Review  265 Delivered Ideas  7,771 Comments  45,140 Votes Voting Potential cost of R&D saved © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 17

18. Social Commerce Automated Tracking Of Social Influence On Revenue SAPPHIRE NOW 2012 40,200 Tweets, Facebook Posts YouTube Videos and Blogs related to SAPPHIRE NOW have been published Non-SAP SAP: 27% employees: 73% Channel Registrations Facebook 122 Twitter 38 Ambassadors 22 YouTube 5 LinkedIn Ads 5 LinkedIn Updates 4 Revenue Influenced © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 18

22. Social Insight SAPPHIRE NOW Customer Profiling 15% of Attendees Twitter Handles were identified 25% followed @SAPPHIRENOW Built a profile around key attendees Potential cost of sales time © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 22

23. Social Efficiency Cost of Support Why People Join The SAP Community Network Download & Curriculum 1% Networking 17 % Tutorials 29 % Other 2% ProdDocs 8% Potential cost of Professional & Reputation 8% support Troubleshoot enquiries 35 % © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 23

25. Recap Three levels of metrics & use the right one for the right audience: • Business Metrics • Social Media Analytics • Engagement Data Measure Social Media value against an activity: • Innovation • Efficiency • Commerce • Intelligence • Insight © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 25

26. Thank You! Twitter: @sarahgoodall Blog: www.sarahgoodall.com LinkedIn: www.linkedin.com/in/sarahgoodall