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PUBLIC
Malin Lidén, SAP
July 09, 2019
How SAP is Winning with Social Selling and Employee Advocacy
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Don´t hold that
thought! Submit
questions throughout
the session via the
event app
@MalinJessica PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
#IgniteB2B
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP: World’s largest provider of enterprise application software
77% of the world’s transaction revenue touches an SAP system
But there´s much more!
Quicker way to identify, recruit, and onboard people who are ready,
skilled, and willing to fly out as disaster responders helping save lives
Transforming cancer treatment with Molecular Health
Guide, powered by SAP HANA. The solution mines
and analyzes a wealth of data on each patient, their
cancer, and relevant medical research to help
oncologists quickly identify the right therapies.
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Social Selling and Employee Advocacy: Why Care?
Social Selling at SAP: Journey and Results
Scaling to Employee Advocacy: The Opportunity
How to Make it Happen: Key Learnings
Agenda
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
PERSONAL ONLINE PRESENCE MATTERS
BUSINESS HAS MOVED FROM OFF- TO ONLINE
@MalinJessica #IgniteB2B
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
„SOCIAL SELLING AND
EMPLOYEE ADVOCACY TURN
INDIVIDUAL EXPERTISE,
REPUTATION AND NETWORK
OF EMPLOYEES INTO BUSINESS
AND CAREER VALUE“
@MalinJessica #IgniteB2B
SOCIAL SELLING AT SAP
HOW IT ALL STARTED
@MalinJessica #IgniteB2B #IgniteB2B PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
October 2012
Inside Sales Pilot: 50
Sales Navigator licenses
July 2013
Pilot extended: 500
Sales Navigator licenses
Fragmented efforts
January 2014
First Trainings. Pilot
extended: 2K licenses.
October 2015
6,5K licenses in use.
Trained 6K employees.
October 2014
15K licenses purchased.
Train the trainer.
Community.
SOCIAL SELLING: OUR JOURNEY
@MalinJessica #IgniteB2B PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
THE RESULTS
160%
1.4B
7X
2B
@MalinJessica PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
#IgniteB2B
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
WHAT HAPPENS WHEN EVERYONE IS IN SALES?
80% OF B2B PURCHASES START WITH SEARCH
PEOPLE LISTEN TO PEOPLE THEY TRUST
+
=
MASSIVE OPPORTUNITY
@MalinJessica #IgniteB2B
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
1 in 3 people come to a
brand through a
recommendation (Deloitte)
12% increase in brand
advocacy leads to
2x increase in
revenue growth (National Business Research Institute)
75% of B2B buyers use
social media to be
informed about vendors (Tribal Impact)
B2B buyers are
5x more likely to engage
with known industry
thought leaders (Tribal Impact)
SALES & BUSINESS IMPACT OF EMPLOYEE ADVOCACY
@MalinJessica
But It is not just about sales, it is also about customer experience, better
and more cost effective marketing (earned media!), attracting and retaining
talent as well as internal communications!
#IgniteB2B
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
WHAT IS EMPLOYEE ADVOCACY (AND WHAT IS IT NOT)
@MalinJessica
It is NOT broadcasting, so don’t:
encourage “shares to win prizes” incentivizing spamming behavior
mandate participation
only relay on sharing tools or newsletter summaries with pre selected content
just push branded content – mix it up with external industry and own content
It IS building personal brand for professional benefit, so do:
encourage employees to define and work on their professional brand
provide training to help employees be credible experts
recognize and reward your social superstars
on-board leaders early on to encourage employees to take part
#IgniteB2B
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
1. It Starts at The Top
2. You Can´t Do It Alone
3. It´s Not Done with A License
4. One Size Fits All?
5. What You Can´t Count Doesn´t Count
6. Next Gen Go To Market Requires Next Gen Management
Model
7. Hang in there!
Ok, Everyone Agrees It Is A Good Idea!
How To Get From Concept To Reality?
@MalinJessica PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
#IgniteB2B
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Cross Organizational
Sponsorship At The Right Level
Executive Program
Producing Role Models
It Starts At The Top
@MalinJessica #IgniteB2B
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ @MalinJessica
You Can´t Do It Alone
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
#IgniteB2B @MalinJessica
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
The Difference Between The Right
Tool And The Right Tool +
Enablement: 7x More Pipeline
It Is Not Done with A License
@MalinJessica PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
#IgniteB2B
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
One Size Fits
All?
@MalinJessica #IgniteB2B
Curriculum:
Role Based
Modular
Hands On
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
What You Can´t Count Doesn´t Count: Make Sure You Can Measure
A Reliable Source Code (Along with Agent Qualities To Find
and Come After Those Who Don´t Use Them!)
@MalinJessica #IgniteB2B
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
A Different Go To Market Requires A Different
Management Model
@MalinJessica #IgniteB2B
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Hang in there! Remember:
PUBLIC © 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Thank You!
Let´s Connect! Malin Lidén,
VP, SAP Marketing
@MalinJessica
linkedin.com/in/malinliden
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