I presented this deck at SAP's Conversation On The Future Of Business summit on March 25, 2014.

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10 Native Customer Behaviors
And Your Social Business Strategy
Gerry Moran | Head of Social Media for SAP in NA | @GerryMoran

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My plan is to have you walk away with an understanding of
how to leverage native customer behavior to build your
social business strategy.

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Social business … is transforming the way your
employees work by collaborating, improving customer
engagement, and accelerating the flow of information and
ideas.

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We Should Be Asking
1. What is our business goal?
2. What do we want our audience
and customer to do to help us
achieve our goal?
3. What is our customer’s or
audience’s native behavior?
4. How do we use our social
business to co-opt this
behavior?
5. How do I do all of this?

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Native behavior … is transforming the way employees
work by eliminating barriers to collaboration,
improving customer engagement, and accelerating the
flow of information and ideas.

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Simple And On Their Terms
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Connect on the customer’s
terms to make more simple
86%
more likely than
those in the to
purchase from
you if it’s simple
to engage.
78%
B2B buyers have
less time to
devote to
reading and
research
60%
ProServe
customers use
social media to
“check out”
companies

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How ProServe Uses Social Media

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Always-on Learning
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67%
of the buying
journey is done
digitally
70%
of purchases
complete
before you are
contacted
68%
rely on content
than they did
last year
DemandGen ReportForresterSiriusDecisions

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70% of professional service customers using
social to ‘check out’ a company use LinkedIn

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Everything starts with ‘search’
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How many professional service customers use search to check you out?
63.2%

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• Profiles
• Groups
• Blogs
• Content
• Hashtags
• Cadence
• Structure
• Distribution
• Cadence
• Google
• Authorship
• Audience
Be ‘findable’ on these channels

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Share & collaborate with others
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External Collaboration
How can we leverage our knowledge and
expertise to partner with our customers to help
them identify their challenges, frame their
solutions and move toward closure.
Internal Collaboration
How can we leverage our cross-function and
cross-organizational resources to reach more
customers, relevantly engage with them and
accelerate the sale?

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77% of IT & business leaders say their
organizations use enterprise social
collaboration.

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82% using already social collaboration tools
say they want more!
More! More! More!

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By fully implementing social technologies, companies have
an opportunity to raise the productivity of interaction
workers—high-skill knowledge workers, including
managers and professionals—by 20 to 25 percent.

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Watching and Viewing
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42% of B2B buyers have made a purchase after
watching videos online, which makes using videos as part
of a social-business strategy, very enticing.

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Consumers are sharing twice as many videos
as the did in 2009 (Pew)

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Voicing Opinions & Customer Service
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55% of customers share a bad
customer-service experience on social media.

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Helping Others
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88% of customers are influenced
by an online product or service review.

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Incorporate ‘helping’ at the enterprise- or employee-level
into their strategy, to turn customer service into a
business opportunity.

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Consuming content
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Social media is a pathway to content consumption.

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Socializing & networking
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40% of LinkedIn members use this networking platform
daily to follow thought leaders, consume content and
network with peers.

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Create and be present in familiar social
watering holes to ensure consideration.

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Buying
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Average sales cycle has increased 22% over the past 5
years due to the amount of additional decision-makers
involved with the purchase.

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Thank You!
@GerryMoran
Senior Director, NA Social Media Marketing
Gerry.Moran@sap.com
/GerryMoran
Blog: MarketingThink.com