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Convincing The CFO That B2B Social Media Can Be A
Profit Center Generator Rather Than A Cost Drain

Sarah Goodall
Head of Social Media, EMEA        #csmb2b @sarahgoodall
The CFO View Of The Social World




       Shareholder Value - Margin - Profit - Brand - ROI


© 2012 SAP AG. All rights reserved.             #csmb2b @sarahgoodall   2
A Profit Center



                                      “A section of a
                                      company treated
                                      as a separate
                                      business. Thus
                                      profits or losses
                                      for a profit center
                                      are calculated
                                      separately”



© 2012 SAP AG. All rights reserved.           #csmb2b @sarahgoodall   3
My Background




© 2012 SAP AG. All rights reserved.   #csmb2b @sarahgoodall   4
About SAP
We Help Organisations Do What They Do...Better




© 2012 SAP AG. All rights reserved.              #csmb2b @sarahgoodall   5
Social Media Is Central To The B2B Decision Journey




© 2012 SAP AG. All rights reserved.        #csmb2b @sarahgoodall   6
© 2012 SAP AG. All rights reserved.   #csmb2b @sarahgoodall   7
Changing Face Of B2B Marketing



                                      Change in
                                      sales
                                      Sales engage later
                                      with more informed
                                      customers

                                      Change in
                                      marketing
                                      Transition more of our
                                      efforts to inbound




© 2012 SAP AG. All rights reserved.            #csmb2b @sarahgoodall   8
Cost Per Lead A Driving Factor




© 2012 SAP AG. All rights reserved.   #csmb2b @sarahgoodall   9
Social Strategy At SAP




© 2012 SAP AG. All rights reserved.   #csmb2b @sarahgoodall   10
SAP Social Communities




  Host

  Orchestrate

  Participate


© 2012 SAP AG. All rights reserved.   #csmb2b @sarahgoodall   11
The SAP Community Network




© 2012 SAP AG. All rights reserved.   #csmb2b @sarahgoodall   12
© 2012 SAP AG. All rights reserved.   #csmb2b @sarahgoodall   13
Social Innovation




© 2012 SAP AG. All rights reserved.   #csmb2b @sarahgoodall   14
The ROI Pyramid




© 2012 SAP AG. All rights reserved.   #csmb2b @sarahgoodall   15
SAP Social Strategy




© 2012 SAP AG. All rights reserved.   #csmb2b @sarahgoodall   16
Social Innovation




                                       10,136 Ideas
                                       508 Under Review
                                       265 Delivered
                                        Ideas
                                       7,771 Comments
                                       45,140 Votes
               Voting

                                      Potential cost of
                                      R&D saved



© 2012 SAP AG. All rights reserved.    #csmb2b @sarahgoodall   17
Social Commerce
Automated Tracking Of Social Influence On Revenue

               SAPPHIRE NOW 2012
 40,200 Tweets, Facebook Posts YouTube Videos
 and Blogs related to SAPPHIRE NOW have been
                     published

                                        Non-SAP
          SAP: 27%                    employees: 73%
                                                          Channel              Registrations
                                                          Facebook             122
                                                          Twitter              38
                                                          Ambassadors          22
                                                          YouTube              5
                                                          LinkedIn Ads         5
                                                          LinkedIn Updates 4



                                                       Revenue Influenced
© 2012 SAP AG. All rights reserved.                                      #csmb2b @sarahgoodall   18
Social Commerce
Chance Engagements




© 2012 SAP AG. All rights reserved.   #csmb2b @sarahgoodall   19
Social Intelligence
Refining Digital Content For Best Results




© 2012 SAP AG. All rights reserved.         #csmb2b @sarahgoodall   20
Social Insight
Brand Health




                                      Competitor Social Analysis
                                                                   Potential
                                                                   cost brand
                                                                   crisis



© 2012 SAP AG. All rights reserved.                                 #csmb2b @sarahgoodall   21
Social Insight
SAPPHIRE NOW Customer Profiling


                                      15% of Attendees Twitter
                                      Handles were identified

                                      25% followed @SAPPHIRENOW

                                      Built a profile around key
                                      attendees



                                      Potential cost of
                                      sales time
© 2012 SAP AG. All rights reserved.                         #csmb2b @sarahgoodall   22
Social Efficiency
Cost of Support


               Why People Join The SAP
                 Community Network                           Download &
                                                             Curriculum
                                                                1%
                                                                          Networking
                                                                            17 %
                                      Tutorials
                                       29 %
                                                                               Other
                                                                                2%

                                                                                 ProdDocs
                                                                                    8%

Potential
cost of                                                                       Professional &
                                                                               Reputation
                                                                                   8%
support                                       Troubleshoot
enquiries                                         35 %




© 2012 SAP AG. All rights reserved.                                         #csmb2b @sarahgoodall   23
Social Efficiency
SAP Mentors #suithugger




Potential cost of
paid media

© 2012 SAP AG. All rights reserved.   #csmb2b @sarahgoodall   24
Recap


Three levels of metrics & use the right one for the
right audience:
          • Business Metrics
          • Social Media Analytics
          • Engagement Data

Measure Social Media value against an activity:
          •    Innovation
          •    Efficiency
          •    Commerce
          •    Intelligence
          •    Insight
© 2012 SAP AG. All rights reserved.       #csmb2b @sarahgoodall   25
Thank You!



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

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Convincing the CFO that Social Media Adds Value

  • 1. Convincing The CFO That B2B Social Media Can Be A Profit Center Generator Rather Than A Cost Drain Sarah Goodall Head of Social Media, EMEA #csmb2b @sarahgoodall
  • 2. The CFO View Of The Social World Shareholder Value - Margin - Profit - Brand - ROI © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 2
  • 3. A Profit Center “A section of a company treated as a separate business. Thus profits or losses for a profit center are calculated separately” © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 3
  • 4. My Background © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 4
  • 5. About SAP We Help Organisations Do What They Do...Better © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 5
  • 6. Social Media Is Central To The B2B Decision Journey © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 6
  • 7. © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 7
  • 8. Changing Face Of B2B Marketing Change in sales Sales engage later with more informed customers Change in marketing Transition more of our efforts to inbound © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 8
  • 9. Cost Per Lead A Driving Factor © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 9
  • 10. Social Strategy At SAP © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 10
  • 11. SAP Social Communities Host Orchestrate Participate © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 11
  • 12. The SAP Community Network © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 12
  • 13. © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 13
  • 14. Social Innovation © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 14
  • 15. The ROI Pyramid © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 15
  • 16. SAP Social Strategy © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 16
  • 17. Social Innovation  10,136 Ideas  508 Under Review  265 Delivered Ideas  7,771 Comments  45,140 Votes Voting Potential cost of R&D saved © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 17
  • 18. Social Commerce Automated Tracking Of Social Influence On Revenue SAPPHIRE NOW 2012 40,200 Tweets, Facebook Posts YouTube Videos and Blogs related to SAPPHIRE NOW have been published Non-SAP SAP: 27% employees: 73% Channel Registrations Facebook 122 Twitter 38 Ambassadors 22 YouTube 5 LinkedIn Ads 5 LinkedIn Updates 4 Revenue Influenced © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 18
  • 19. Social Commerce Chance Engagements © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 19
  • 20. Social Intelligence Refining Digital Content For Best Results © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 20
  • 21. Social Insight Brand Health Competitor Social Analysis Potential cost brand crisis © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 21
  • 22. Social Insight SAPPHIRE NOW Customer Profiling 15% of Attendees Twitter Handles were identified 25% followed @SAPPHIRENOW Built a profile around key attendees Potential cost of sales time © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 22
  • 23. Social Efficiency Cost of Support Why People Join The SAP Community Network Download & Curriculum 1% Networking 17 % Tutorials 29 % Other 2% ProdDocs 8% Potential cost of Professional & Reputation 8% support Troubleshoot enquiries 35 % © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 23
  • 24. Social Efficiency SAP Mentors #suithugger Potential cost of paid media © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 24
  • 25. Recap Three levels of metrics & use the right one for the right audience: • Business Metrics • Social Media Analytics • Engagement Data Measure Social Media value against an activity: • Innovation • Efficiency • Commerce • Intelligence • Insight © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 25
  • 26. Thank You! Twitter: @sarahgoodall Blog: www.sarahgoodall.com LinkedIn: www.linkedin.com/in/sarahgoodall