Fare Social Media Marketing nel B2B: si può? L’esperienza SAP Italia. Valeria Severini, AD, Freedata Labs – Flaminio Francisci, Marketing Manager, SAP Italia

1. Milano, 15 novembre 2012
Fare SMM nel B2B: si può? L’esperienza SAP Italia
Seguici anche su:
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Twitta live! @SAPItalia
#schf12

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
@SAPItalia
Q&A #schf12
© 2012 SAP AG. All rights reserved. 2

3. Chi è Freedata Labs
Today
2010
2009
2008
1993
@SAPItalia
#schf12
© 2012 SAP AG. All rights reserved. 3

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. 4

5. Brief ed Obiettivi: aumentano le piattaforme Social
© 2012 SAP AG. All rights reserved. 5

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. 6

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. 7

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. 8

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
© 2012 SAP AG. All rights reserved. 9

10. Strategie e risultati.
L’esperienza SAP Italia
Flaminio Francisci, Marketing Manager SAP Italia
@SAPItalia
#schf12

11. Chi è SAP
SAP is the leading business software vendor worldwide
Global Italy
€ 14B € 328M
Total revenue Total revenue
55,700+ 590
SAP employees worldwide employees
310,000+ 8000+
SAP consultants SAP consultants
183,000+ 3500+
customers customers
@SAPItalia
#schf12
© 2012 SAP AG. All rights reserved. 11

12. © 2012 SAP AG. All rights reserved. 12

13. I nostri clienti I nostri clienti
producono oltre il producono più del
65% di tè e caffè che beviamo 72% della birra
ogni giorno. mondiale.
I nostri clienti
I nostri clienti producono più del
producono più del 60% dei giocattoli e dei
giochi di tutto il mondo.
70% del cioccolato
mondiale.
© 2012 SAP AG. All rights reserved. 13

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. 14

15. Strategia: do we really need a social strategy and execution plan?
Simplify Marketing Humanize the SAP Brand Invest in People
Tighten Links to the Business
Develop “Pull” Marketing
© 2012 SAP AG. All rights reserved. 15

16. Strategia: from helping sales to sell to help customers to buy
@SAPItalia
#schf12
© 2012 SAP AG. All rights reserved. 16

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
COMPETENCES
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
METHOD LISTEN  ACT ENGAGE MEASURE  ADJUST
© 2012 SAP AG. All rights reserved. 17

18. LISTEN: Turn a weakness in a “Social” opportunity
Social Media
@SAPItalia
#schf12
© 2012 SAP AG. All rights reserved. 18

19. ACT: a consistent and selective/sustainable approach
@SAPItalia
#schf12
© 2012 SAP AG. All rights reserved. 19

20. :
ACT: channels creation, by weekly editorial plan and …
… cross pollinating social media team
@SAPItalia
#schf12
© 2012 SAP AG. All rights reserved. 20

21. ENGAGE: the x-factor to win is …
… the SAP people active engagement
Customer Editorial Plan e moderazione
Engagement
Partner Employee
Word of mouth
@SAPItalia
#schf12
© 2012 SAP AG. All rights reserved. 21

22. Risultati ottenuti a oggi
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
Source: Freedata Labs November 2012
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.
© 2012 SAP AG. All rights reserved. 22

23. MEASURE: put the right question …
… and thrust the answer
3 months Italian Keywords tuning
© 2012 SAP AG. All rights reserved. 23

24. Lezioni apprese: our outcomes
 Create a corporate identity suitable for Social Media
 Web listening is the key foundation for every SM decision
ASCOLTO
 Use few Social Media with a clear “use for”
 Identify the Social Media opportunity and share the vision
COMPRENSIONE
 Manage Social Media with an open “try and error” approach
 People is the key for Social Media execution
 Cross functional social media team
AZIONE
 Engagement of SAP people, partners and customers based on
examples
© 2012 SAP AG. All rights reserved. 24

25. GRAZIE!
© 2012 SAP AG. All rights reserved. 25