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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
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 ItaliaFlaminio Francisci, Marketing Manager SAP Italia
@SAPItalia
#schf12
© 2012 SAP AG. All rights reserved. 11
Chi è SAP
55,700+ SAP employees worldwide
€ 14BTotal revenue
310,000+SAP consultants
ItalyGlobal
590 employees
€ 328MTotal revenue
8000+SAP consultants
3500+customers
183,000+customers
@SAPItalia
#schf12
SAP is the leading business software vendor worldwide
© 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 PeopleSimplify Marketing
Develop “Pull” Marketing
© 2012 SAP AG. All rights reserved. 16
Strategia: from helping sales to sell to help customers to buy
SAP inbound
SAP online
SAP social
integrated
consi
sten
t
simp
le
@SAPItalia
#schf12
© 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 ADJUSTMETHOD
@SAPItalia
#schf12
© 2012 SAP AG. All rights reserved. 18
LISTEN: Turn a weakness in a “Social” opportunity
Social Media
SHARE of VOICE = BUZZ100%: Total conversations that quote a brand: 3.304
Source 2011 FreedataLabs web listening
Language and Country: Italian and ItalyTiming: from 01/09/2010 to 01/09/2011IT SOLUTIONS: Erp, Business IntelligenceVERTICAL MARKET: Food&Beverage, Transport&Logistics
3,7 milioni
di utenti in Italia
22 milioni
di utenti in Italia
@SAPItalia
#schf12
© 2012 SAP AG. All rights reserved. 19
ACT: a consistent and selective/sustainable approach
@SAPItalia
#schf12
© 2012 SAP AG. All rights reserved. 20
ACT: channels creation, by weekly editorial plan and … … cross pollinating social media team
:
@SAPItalia
#schf12
© 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
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 fanOnline April 2012
PeerIndex 41Klout Score 49Online April 2012
171.160 viewsOnline April 2011
16.360 viewsOnline 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!