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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
3
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 Italia Flaminio Francisci, Marketing Manager SAP Italia
@SAPItalia
#schf12
© 2012 SAP AG. All rights reserved. 11
Chi è SAP
55,700+ SAP employees worldwide
€ 14B Total revenue
310,000+ SAP consultants
Italy Global
590 employees
€ 328M Total revenue
8000+ SAP consultants
3500+ customers
183,000+ customers
SAP is the leading business software vendor worldwide
@SAPItalia
#schf12
© 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 People Simplify Marketing
Develop “Pull” Marketing
© 2012 SAP AG. All rights reserved. 16
Strategia: from helping sales to sell to help customers to buy
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© 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 ADJUST
METHOD
© 2012 SAP AG. All rights reserved. 18
LISTEN: Turn a weakness in a “Social” opportunity
Social Media
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© 2012 SAP AG. All rights reserved. 19
ACT: a consistent and selective/sustainable approach
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© 2012 SAP AG. All rights reserved. 20
ACT: channels creation, by weekly editorial plan and …
… cross pollinating social media team
:
@SAPItalia
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© 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 a oggi
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 fan
Online April 2012
PeerIndex 41
Klout Score 49
Online April 2012
171.160 views
Online April 2011
16.360 views
Online 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!