7 Step approach for building a social business from the inside out.

1. Building A Social Business
From The Inside Out
Sarah Goodall (@sarahgoodall)
June 2014

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Agenda
The Customer Journey Has Changed
The Changing Role Of Employees
7 Steps To Building A Social Business
Summary

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My Social Story
Started In Norway…

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SAPs Social Story…
Started Much Earlier
HR SALES,
SERVICE,
MARKETING
FINANCE PROCUREMENT
CloudMobile Premise

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The Way B2B Customers Consume Information Has
Changed Dramatically

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The Buyer Journey Has Changed
We Need To Engage Much Earlier In The Decision Cycle
Through decision
making process
60%

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What Has This Meant For Marketing?
From Classic Funnel To Complex Journey

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A Converged Marketing Approach
Focused Around Content
Paid Media Owned Media
Earned Media
Amplify Out
Amplify Out
Amplify Out

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Changing The Dynamics Of Business
Social Impacts Every Department
Social networking isn’t just a
new way of
Marketing…
It’s a new way of
Doing Business
It’s a new way of
Working
SAP
BRAND
SALES
Social
Selling
HR
Social
Recruiting
BUYING
Social
Procurement
COO
Social
Customer
Service
MKTG
Social
Marketing
CHANNEL
Social
Ecosystem
COMMS
Social
Public
Relations

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What Has This Meant For Business?
Inside Out Social Model
# SAP Facebook
Followers *1
600,000
# SAP LinkedIn
Followers *1
400,000
Digital Team
1,900,000
# SAP Twitter
Followers *1
900,000
Reach
Av. Friends *2 Av. Followers *3
60,000 SAP Employees
X
Digital Team
X12Av. Unique
Connections *4
Potential Reach
*1 Source: Sprinklr
*2 Source: Facebook
*3 Source: Twitter
*4 Source: LinkedIn

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A Bag Of Marbles has 3X More Surface Area

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Content Shared By Employees Receives 8X The
Engagement Of Content On Brand Channels (Social Chorus)

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77% Of Consumers Are More Likely To Buy A Product When
They Hear About It From Someone They Trust (Nielsen 2013)

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Between 2009 & 2014 Trust In Employees Increased 20%
Compared To CEOs Increase of 12%

15. Building A Social Business
…Is Like Building A House

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Stage 1: Get Planning Permission
Be Sure The Organisation Is Ready For Change
Executive
Sponsorship Critical
Establish A
Collaborative Culture
Use Tools (SAP Jam)

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Stage 2: Plan For Success
Get The Right Team
Marketing + Comms + HR
Align To Business Goals
Identify Your Social Superstars &
Your Social Wannabes

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Stage 3: Lay The Foundations
Establish A Social Office
Social Media Policy
Social Listening (SAP
Social Analytics)
Identify Internal &
External Influencers
Select Keywords
Create A Strong
Amplification Engine

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Stage 4: Begin Construction
Construct An Engaging Training Curriculum
Create A Social
Maturity Model
Easily Consumed
Training Modules
Create A Social
Learning Platform

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Stage 5: Add Materials To Complete The Build
Overlay Content To Encourage Sharing
Make It Easy To Share
Provide ‘Social Ready’
Content
Monitor & Optimize
Tools: Dynamic Signal,
Social Chorus,
Everyone Social

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Stage 6: Final Fixes
Measure Social Business Impact
• Engagement
• Awareness
• Web Traffic
• Employee Engagement
• Retention
• Cost Of Recruiting & On boarding

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Stage 7: Ongoing Maintenance
Keep Evolving
Running A Social Business:
New Technology
New Regulations
New Content
Extend To Partner Network
Extend To Customers

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PEOPLE
Organisation
Exec Support
Change Mgt
Collaboration
Align Mktg
The Building Blocks Of A Social Business
TECHNOLOGY
Community SW
Social CRM
Social Listening
Advocacy SW
PROCESS
Social Policy
Guidelines
Measurements
Workflows
AmplificationSocial
Business

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Stages Overview:
Quick Summary
Planning Permission
Plan For Success
Lay The Foundations
Begin Construction
Add Materials To Complete Build
Final Fixes
Maintenance
Be Sure The Organisation Is Ready
For Change
Get The Right Team, Executive
Commitment & Plan
Establish A Social Office For
Listening & Content
Create An Engaging Training
Curriculum
Feed Content & Make Sharing Easy
Measure The Impact Of Social
Business
Keep Evolving The Social Model

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Stages Overview:
The SAP Program

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Stages Overview:
My Program!

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Thank you
Twitter: @sarahgoodall
Blog: www.sarahgoodall.com
LinkedIn: www.linkedin.com/in/sarahgoodall