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In December 2013 we (at SAP) wrapped up a project with Hypatia Research to drill into Social Media best practices that companies of all sizes (and from all regions) are leveraging to shorten the distance between themselves and their customers. 

 

In looking across all their learned lessons and all the raw data, we uncovered some useful trends and insights, which became a new research report -  “A time to listen, A time to engage.”

 

 

Chapter One begins to explore how the ‘truly great’ companies are using Social as an inbound conduit to bring real-time customer feedback into their production innovation efforts.

 

Chapter Two drills down further into risk mitigation and brand exposure in the Social Stream, and how companies are finding brand value and business benefits beyond ‘just keeping an eye on what people are saying about us on Twitter’.

 

Chapter Three explores examples of Social media driving real time customer service and engagement and identifies a progressive model (Self-Service, Automated Assisted, Pre-Emptive, Proactive, and Prescriptive) that you can apply to your service and support model to prevent customer churn.

 

Finally, Chapter Four explores ROI of Social Engagement, and the alignment of Sales and Marketing under a social banner.

 

The report is reasonably quick read, and may help you light up a few new ideas for your 2014 practice.  It’s also a good place to go if you’re looking for some good ROI justification evidence to reinforce your budget asks for the year.

 

Hypatia has done a great job with this – and I want to share it with you.

 

Normally we’d treat this as a serialized report that we’d roll out in 4 installments over a month (C'mon...we all have our KPIs...), but given the strong spirit of community here on SCN, I think that you’d get a lot more value as Social Media and Marketing Practitioners if you can download it and digest it all at once (One of my KPIs is simplicity).

 

So I’ve consolidated the report into a single zip file, and posted it here.

 

Happy New Year!

Craig Downing
SAP Global Marketing

 

 

Image © Copyright Denis Dervisevic and licensed for reuse under this Creative Commons License

ice_cc.png                         The Foundation to Drive Marketing Success

 

SAP is known for its mastery of back-end business processes – so it’s no surprise when customers ask, “Is SAP the right vendor for my marketing needs ?”


We answer with a resounding yes. Our reasoning: For a marketing campaign to be successful it must have deep roots within the company, touch and inform other business processes and activities, and eventually reverberate beyond your walls to reach your customers. I recently heard enterprise marketing described as an ‘inside out’ process – you need to have all the internal processes sorted out before engaging your customers in the ‘last mile’ of a marketing campaign.  Even the most brilliant marketing plan will fail if the supporting business processes aren’t there to support marketing's execution. 


More than TV ads and tweets

Today’s marketers recognize that marketing is more than a placing a multi-million dollar Super Bowl ad – or firing off a few tweets to your customers. Behind every successful marketing program are well integrated & rock solid logistics, human resources, procurement, finance, and manufacturing processes. These key business functions (and others) must work together, sharing data to ensure that campaign objectives are met and customer promises kept.


If you run a great promotion but can’t keep the product on the shelf, you’ll disappoint customers (and are likely wasting your marketing budget). The warehouses must be stocked, trucks delivering, and store clerks working hard to keep shelves full and customers happy. And that requires some serious back-end coordination and power.


Are you a modern marketer?

Here’s a simple test to see if you’re systems support ‘modern marketing’. Does your supply chain system alert you to low inventory levels and automatically adjust the marketing messages in real time to promote other (well stocked) products? Can your web site make real-time, customer specific product suggestions based on availability, profitability and customer preferences? Are your sales teams staffed at the right levels – all day, every day? Are they given the right training to ensure that customers get the service they want without having to wait?


Working together (above and below the water level)

Perhaps a ‘marketing iceberg’ is an applicable metaphor.  Just like an iceberg, we’re all familiar with the visible bits: social media, advertising, demand gen, public relations and so forth. But below the water level, thousands of logistics workflows ensure that the right product is produced, shipped, stocked, and sold to take advantage of promotions. Human resources systems hum with all the processes needed to hire, train, and staff warehouses and stores alike. Telemetry from supply chain systems help us define exactly what marketing programs are in flight today, which can go live tomorrow, and which are on hiatus pending an inventory resupply to local retail outlets.  And finance systems handle complex billing to thousands of customers and procurement from hundreds of partners and vendors.


Quite simply, no other company is as well suited to bringing all of these enterprise functions together for a coordinated marketing effort as SAP.


In addition to providing proven backend power for all aspects of the business, SAP has developed targeted solutions to solve your most pressing marketing challenges. Our Big Data and predictive analytics provide unprecedented real-time understanding of promotional performance, so you can react quickly to in-the-moment market opportunities, adjusting your efforts on the fly. Use high-performance segmentation and social media analytics to help you uncover previously invisible customer insights that will lead to previously impossible marketing decisions across your productization, pricing, and competitive efforts. And accelerate and streamline marketing operations by combining real-time transparency into plans with improved collaboration with field personnel and partner agencies. The result? More accurate forecasting, better asset management, more ‘hits’ and fewer ‘misses’ on the product front, and more effective marketing from start to finish.


The 4Ps and then some

Most of today’s marketing practitioners grew up in a world where we could point to the specific workloads that were considered marketing – if pressured to justify our overhead, we’d revert back to reciting the 4Ps. Today’s modern marketers know that there are probably “hundreds of Ps” that influence our marketing strategy. Factors like production levels, point of sale return rates, and profitability analysis readily come to mind.


Build the right foundation

Just as a well-built home requires a well-built foundation to stand the test of time, enterprise marketing systems require a marketing foundation. The first step to becoming a modern marketer? A unified, enterprise-wide framework that underlays all your marketing activities.


There is always the temptation to approach a loyalty management or a social media technology initiative as a standalone project that requires standalone technologies. Don’t fall into that trap. Think like a modern marketer. Take some time to understand how powerful a social media campaign could be if it was unique to every customer (based on previous purchases, geography, and temporal, and demographic data for example) and adapted in real time to reflect online and regional inventory availability. Think big. Ensure that you’re investing in well-integrated solutions that will scale across your enterprise and every one of your business process workflows – including those that aren’t obvious in how they touch the customer – such as procurement, human capital management, financial, and supply chain processes.


Think big

Perhaps thinking big will result in the need to take a step back in the buying cycle. Perhaps it requires a bit more foundation (the stuff below the iceberg water line) than you previously thought. Perhaps it involves brining non-marketers into the conversation to fully define the challenge at hand and build a scalable solution. But there is no doubt that the modern marketer is willing to take on those conversations, build systems that work together, and coordinate the enterprise-wide effort to successfully executed marketing campaigns over time.


To learn more abut how SAP marketing technology can lay the groundwork for your marketing success and help you understand what it means to be a modern marketer, visit us atwww.sap.com/marketing.


Hungry for More? See Sven’s recent post on this same topic for a good perspective as well.

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I saw this piece today on Pando and had to stop whatever it was I was doing for a full read.  To be fair, one data point doesn’t constitute a trend line.  And as of today I haven’t seen any other research to corroborate or refute this.  But if this perspective does represent a shift in the nature of funding for the Social market, what does it mean for those of us who operate in this space?

  • Is the ‘gig really up’?  Should we all admit to ourselves that (just as many of us did in ‘97-‘00) we had a good run with this latest thing, and now sensibility is returning to the market?
  • Is this just a market timing issue?  Are a number of VC closed-end funds looking at their performance to date, and looking for more predictable investments for their pension fund clients?
  • Have the big vendors (SAP, Oracle, SalesForce, Microsoft, etc.) already changed the fundamentals of the market to the point where the dynamics for startups are less appealing?  Or are VCs saying that the power has now shifted to large software vendors and social networks – and that’s where the profits will be as we move to a state of maturity?
  • Or have VCs finally moved onto the next big thing?  Could it be that Clean Energy or Biotech’s time in the spotlight has finally arrived – sapping the funding for the Social Media space?

Being neither an investor nor an entrepreneur, I’ll admit my perspectives may not be perfect – but I’ve arrived at a different conclusion.

VCs MAY be shying on Social Media because of structural problems that define the relationships between the Social Media networks and their ecosystem partners (the VC-funded orgs).

I first noticed it four years ago when logging into a travel booking site.  I was told that rather than creating an account, I could use my Facebook credentials.  I thought to myself, “Why on earth would [INSERT TRAVEL SITE HERE] want to let Facebook control their user credentials?”  Then I saw it more and more – small web sites were passing identity management ownership to Facebook, Twitter, and G+.  (As well as AOL for some reason… I’m looking at you, Apple iTunes.)

Then we saw a rush of new Twitter clients.  They were good - arguably better than anything coming out of Twitter.  Arguably sufficiently better to be a threat.  Almost immediately Twitter changed the rules around APIs, client development, and partnerships.  It was a bloodbath for those small (VC-backed) companies.  More recently we've seen gyrations around intra-social media network cooperation for the same reasons.

VCs were reminded of something they learned ages ago…and so were the funded entrepreneurs: it’s difficult to have a sustainable business model if you’re living in the shadows of someone else’s ecosystem.  Perhaps it starts with simply using the login credentials of G+, Twitter, or Facebook.  Or perhaps you build a widget for YouTube, or a ‘neat little client’ for Twitter.  

But here’s the problem - you’ve already surrendered too much of your business to your ‘partner’ if you start there.  We saw Twitter turn their community of client developers into a ghost town by denying them oxygen (in the form of API throttling and caps.)  We’ve seen YouTube look to their own partner community and say “Hey- that’s a nifty little add-on for YouTube that small company has there…perhaps we should just build that into our own account management tools ourselves.”

Those of us who have done time in the trenches of B2B software over the years know that it’s insanely risky to build in another company’s ecosystem.  Perhaps you build an inventory control enhancement for their ERP system.  Or perhaps you write a report writer for their HR solution.  In any case – and no matter how good your offering is - the vendor who OWNS that ecosystem is watching what you’re doing and using you as a proxy to determine if they should just offer that feature themselves.  If you’re great – and demonstrate there is a market…your entire company just became a ‘feature’ of their next ‘dot whatever’ release.  And if you risk upsetting their business model, they can simply turn off your API.  (Ahem, Google… about that whole Windows Phone YouTube client kerfuffle?  Not cool.)

And THAT, ladies and gentlemen is where I wind up after reading this report.  It’s NOT that VCs have suddenly lost interest in Social Media.  It’s not that they don’t believe Social will continue to change the face of B2B and B2C interactions on the web.  It’s just that the community of software developers in their portfolios have them too nervous about the business upside.  If you build a fantastic Facebook ad-posting utility, or Pinterest follower engagement tool, your very survival is based on Facebook and Pinterest agreeing every single day that YOU should keep doing that, instead of their doing that.  It’s a big gamble.  And ironically, the harder you work, and the better your product is, and the more attention you draw to your great little Social Media solution…the less likely that those who run your ecosystem will let you continue to do it on your own.

Might Facebook simply BUY such a company?  Possibly – it’s certainly not without precedence.  But I can’t imagine those negotiations going especially well for the VC-backed company.  Which side has the power around that boardroom table?

VCs know the score.  They are REALLY good at what they do.  That’s why they drive Teslas and ride their Cannondale Super Six Evo Ultimate road bikes down Arastradero Road like they own the place.  (Clue: It’s because they do.)

So it’s not that VCs have lost confidence in Social Media.  Quite the contrary, I expect.  They have lost faith in entrepreneurs who don’t understand how they are going to (sustainably) make money in the Social Media space if they are trapped in someone else’s ecosystem.

 

A piece like this begs for full disclosure.  SAP is very active in the Social Media space – from analytics to social service to social collaboration.  And it wouldn't surprise me at all if SAP has ‘venture like’ investments in companies in this space.

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From listening to customers tweet about service outages. to monitoring Facebook for opportunities to engage with customers, to PREVENTING services calls by better enabling self-service, SAP’s customers are getting pretty creative about how they are leveraging Social Media Channels to improve their customer experience.

 

Again this year, we’re trying to understand more about the state of the social service market, whose breaking new ground in this area, and exactly HOW is today’s customer experience being shaped by Social Media?

 

Together with Social Media Today we’re sponsoring the 5th annual Social Customer Engagement Index. And if you’re part of your company’s Customer Experience team (service, support, or product design) we’d like to include your opinions. 


Click Here to Participate in the Survey

 

 

In addition to a copy of the results, all participants will be eligible to win an Apple iPad Mini, and passes to the upcoming Social Media Shake Up conference.  Got an Opinion on Social Service?  Let’s hear it!

 

 

Click Here to Participate in the Survey

 

 

p.s.  Interested in last years findings?  Click Here.

bags.jpgSponsoring the upcoming Consumer Goods Sales and Marketing Summit (#CGSM13) got me thinking about life in the consumer good space.  Being a consumer product company was never easy, I suppose. But it certainly WAS easier.  There was a time when a CPG company controlled the messaging, the pricing, and what customers knew about the product. 

 

It’s no secret that social media has forever changed the nature of CPG and retail operations. Customers bypass your official sales and support channels in favor of product review sites, Twitter and Facebook. Increasingly pricing (and certainly margin) is often outside of our control as the internet and global commerce has fueled a race to the bottom for all but the most premium brands.  And your customers’ expectations about products, service, and support are no longer yours to set. 

 

Life in the CPG channel has gotten a lot more complicated in the last few years.  Sure – it’s easier for consumers to talk about your products (Amazon Reviews, Yelp!, Facebook, etc.)  But increasingly consumers want to talk use these channels to talk to EACH OTHER, and not necessarily to you.    When they do reach out (asking for help… offering a suggestion…or making a complaint) you need to respond – quickly – and confidently.

Another challenge facing the modern CPG marketer is the need to need to leverage the vast majority of insights being made (freely) available to them over social media channels. Surely of the 50,000 conversations that mention your products and brands every month there are a few important nuggets of information in there, right?

 

As I see it there are two separate, but equally important tasks that need to be integrated into the modern Consumer Good marketers’ diary every day. 

  1. Listen to your customers on Social Media
  2. Engage with your customers on Social Media.

 

Listen to your consumers

Chances are it won’t always be good – but listen anyway.  The conversations about your soup – or your batteries – or your light bulbs – or your cell phones will give you insights into what customers DON’T tell you in your focus group.

I see Social Media Listening as providing the path to a few critical workflows in the Consumer Goods space-

  • Tracking historical and real time Brand Analysis
  • Measuring the effectiveness of Marketing Campaigns and Product launches by segment
  • Determining the market influencers who matter most in each of your market spaces
  • Track and leverage consumer purchase intent before the consumer reaches the point of purchase or selects a competitor product.
  • Monitor competitive Intelligence real-time
  • Accelerate Product Innovation

 
Engage with your customers

Sometimes consumers have questions about product support.  Or about the nutritional information of your products.  Sometimes they are more nuanced questions best routed to your investor relations people.  Or sometimes we’ve just messed up consumers are looking to us to make it right.

Some people hold to the belief that there is too low a ‘signal to noise’ ratio on Social Media to warrant engaging with customers when they reach out on Twitter (as an example). But I disagree.  If a customer (or a potential customer) cares enough to reach out (even in frustration) – we have an obligation to engage with them. Perhaps we can solve their problem with a link to a YouTube video – and prevent a product being returned to a retailer. Or perhaps we can save an unhappy long term customer who just had an unfortunate experience with one of our products.

 

Either way – Social Media as a customer engagement strategy helps companies-

  • Preserve customer loyalty
  • Reduce the number of calls coming in through more expensive channels such as telephone or retail
  • Drive down product returns related to technical or misapplication
  • Foster the reputation of a company who cares about their consumers experience with our products.

 

So there is no doubt that being a consumer good company has changed.  Maybe it hasn’t gotten harder… just different.   Or maybe you’re one of the best… and you’ve already turned your social media strategy into a competitive advance. 

 

If you want to understand how T-Mobile – one of America’s leading wireless carriers is leveraging Social Media to delight their customers in the highly competitive cell phone market – listen to this rebroadcast of a recent webinar.  Their Digital shares some great insights into the role that Social Media is playing in helping them re-imagine the wireless market. 

 

If these conversations about CG products has you nodding your head and saying “Yep… so now what?” I want to share with you that SAP will be featuring a number of solutions at the upcoming CGT Sales & Marketing Summit that address the opportunities associated with Big Data for Sales & Marketing. Please follow @SAP_CP to stay up on the CGT Sales & Marketing social media conversation as we approach the CGT Summit in New York. We’ll be Tweeting using the hashtag combination #SAP and #CGT2013.


Please visit with us to see how our new solutions for Demand Signal Management, Retail Execution, Trade Promotion Management and Optimization, and Social Media Analytics can address your big data opportunities.  For more CGT Sales & Marketing Summit information, check out the full conference agenda online.

 

 

Craig R. Downing
SAP Global Cloud Marketing
@cdowning

Michael Moaz at Gartner just reported on an interesting report from Edelman (their 2013 Trust Barometer deck.) 

 

Michael does the usual good job in framing the highlights, and tees up a strong case for the role of the CIO in leading Social Media within their organization.  His report is worth the read.  However, I want to reinforce with my own argument for the CIO taking the lead on any social project within the organization.

 

Social Data IS (quite simply) ENTERPRISE DATA.

 

A manufacturing CIO understands the critical nature of their Inventory availability data.  A Retail CIO understands the vital nature of credit card processing systems.  And Healthcare CIOs are kept up at night thinking about Patient Management systems.

 

Social Media data has – or is about to – achieve a similar level of criticality within most organizations. And with that promotion, it deserves to be treated as a first class data source – the same as inventory, credit card, and patient data.

 

Think about how Social Media has emerged as critical component of your sales, marketing or service workflows.  Perhaps as a retailer you make merchandise buying decisions based on trends that you’re tracking from Facebook.  Or as a quick serve restaurant chain you’re using check in information from location based services like four square to understand patron patterns, and where your next restaurant needs to be located.  Or as national political party you need the ability to report in real time on the electorates view on key political topics – and that data is trending on Twitter.   Think about the utility company who needs to respond to customer outrage over installation, availability, and billing problems.  Or the airlines who just lost my luggage… Twitter is the first place they - and possible the world will hear about it. 

 

It’s the CIO who understands how to manage, protect, insure, and secure this data.  Only she can ensure it’s deliverability to the right people (and denial to the wrong people) in a timely fashion.   And only she can effectively mash it out with other primary data sources within the enterprise to get a complete vire of the customer. 

 

It’s time for us to start treating social data as ‘first class data’.  It’s time for it to be taken seriously.  It’s time for the CIO to start rationalizing and consolidating, and possibly enriching the data.  For too long we’ve had regional, divisional, department and even personal ‘silos’ of data. That just won’t cut it any more. 

If social media is to be leveraged in the enterprise to it’s fullest potential, it’s time for the CIO to lead. 

 

 

p.s. Speaking for CIOs who get it…  Congratulations to my colleague Oliver Bussman (@sapcio) for recently being  named “Number 1 Social CIO” by Forbes -

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Craig R. Downing

SAP Global Cloud Marketing

Remember that great quote from John Wanamaker?  You probably first heard it in your marketing 101 class.  “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”  Then a couple semesters later in your Finance 101 class you got clubbed over the head over the importance of calculating ROI in advance of every investment.  And ever since then you’ve struggled to reconcile the art and the science of marketing.

 

Today you’re an all grown up marketing executive (congratulations, by the way.) But you’re still trying to figure out exactly WHAT the ROI of your marketing programs are. And chances are you’re afraid to even think about the ROI of your Social Media investments.  Can you capture the ROI on your social media programs?  Is there a better KPI to use?  Are their ROI benchmarks?  Or are you just afraid of the CODN?  (Cost of Doing Nothing.)  rpoi.JPG

 

Admit it… (c'mon notbody’s listening.  It’s just you…me…and the internet.)  The very idea of Social Media ROI can be overwhelming.  What exactly is a ‘Friend’ worth?  A Tweet? A Check In?  A Yelp review?  Should you be worrying about all of this?  Or any of it? 

 

Thankfully, there are some smart people thinking about it.  And talking about it.

With apologies to the 1979 Buggles, video DID NOT kill the radio star.  


This holiday I spent A LOT of time in the car listening to 'old fashioned wireless radio'  (Being an admitted Podcast/Pandora addict I wanted to see what I might be missing on the 'old FM dial'.) 

 

As expected, I wasn't really missing much.  Unless you consider the 24 X 7 stream of Taylor Swift that seems to have be optimized for every radio station format broadcasting between Seattle and New York. 

 

So I was thrilled to learn about some QUALITY radio programming scheduled for January 2nd.  A full hour on Social Media in the Enterprise.  Bonnie D. Graham will host a conversation between Microsoft’s AR/PR Leadership, Social Media Expert Amber MacArthur and SAP’s own Schalk ViljoenCollectively, they may not sell as many albums as the lovely and talented Ms. Swift.  But they don't appear to have as many problems with their boyfriends as she does, either. (Never, ever, ever, Taylor?

 

SAP Game Changers Radio.  Live January 2nd, 11am Eastern, 8am Pacific.    Tune in by clicking here.  And if you miss it... you can always catch the on-demand replay here.

 

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No word yet if they will be the opening act for Taylor on her upcoming Red tour


It's been an interesting couple weeks for those who post online reviews..and those who are at the mercy of them.

 

Conversations about the credibility and independence of reviews on Yelp, Amazon, Angieslist and other sites have been dinner table topic for social media pundits for years.   Yes - sometimes the waiter is rude.  The product didn't work.  Or the reservation agent was disinterested in your plight.  But how do we decide when to pick up the social media megaphone and complain in public... and when to just chalk it up to a single bad experience.  

 

The last couple days has seen a lot of great coverage on these topics.  On one hand - the relevance and importance of the online reviews (and the damage a poor review can have on a business) has never been greater (a recent SAP study reports).

 

At the same time, the decision to 'go legal' to defend against (arguably unwarranted) negative reviews appears to be an increasingly popular option.  Click here to read about this trend.     What happens when a single (stupid) action by one employee (that would have gone unnoticed 5 years ago by the internet echo chamber)  threatens to destroy a small business?    Who is the Social Megaphone helping or hurting here?

 

What say you?  Have online reviews become a sniping ground for competitors and petty complaints?  As a brand when would you choose to 'go nuclear' and call in the lawyers to defend your brand against a negative review?  Where is that line? 

 

(And I ask as someone who personally is struggling to resist posting a negative review about my last car rental experience - with 2 weeks passing since I contacted their so-called customer "service" department to fix it.)

I am an unapologetic advocate of the cloud.  But I will admit there are certain application that are going to take a while to make it to the could. 

 

Personally I can’t (yet) imagine editing a 4Gb HD video via a SaaS application.  While I’m sure it’s technically possible, the upload / download delays from my laptop for such a file would exceed the actual in-app editing time. Things will change, but today it just makes more sense to have some apps this side of the router. 

 

The same is true of enterprise applications….  Some apps are going to continue to live inside our fire wall for some time yet - for better or worse. 

 

But things will change.  And it’s interesting to think about how and when.

 

Saugatuck and SAP have some recent research to share on the cloud and the role of the public, private, and hybrid cloud.

 

A quick read with a few interesting observations. 


Download the report here. 

Love holiday shopping or hate it – it’s become a Thanksgiving tradition for many Americans. And while I personally can’t imaging camping out overnight to buy a TV set (more of an online shopper myself), there is no doubt that American shoppers are a ‘house divided’ when it comes to their preference for the traditional retail storefront “Black Friday” vs. “Cyber Monday” sales.

 

Often I’m asked for my insights into how social media helps enterprises better understand customer behaviors and insights.  Here’s a perfect example – a project we did in partnership with Chain Store Age magazine. (How price sensitive are online shoppers compared to physical retail shoppers? Have we broken the barrier to online fashion retailing?  Is ‘Cyber Monday’ still a thing given the pervasiveness of residential broadband?)

 

No matter your preference (Black Friday or Cyber Monday) you might find the differences interesting.

 

Check it out here

 

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The other day I got to thinking about The ‘C Titles’ – You know – Chief Financial… Chief Executive…Chief Information Offer.. etc – the superlative reserved for the most senior executive in a department.   Over the last little while it feels like every line of business has elevated at least one of their own to have a ‘Chief’ title.  Occasionally you still come across someone who understands that the ‘Chief’ anything officer isn’t just about being the most senior – it’s about being the most accountable – and the most engaged.  Clearly Shep Hyken understands this distinction – and brings a level of customer commitment and insights unlike anything I’ve seen before to his role as “Chief Amazement Officer” at Shepard Productions. If you aren’t familiar with his work in the area of customer service excellence, check him out here.

 

Recently we got together with our friends at Business2Community and thought about the role Social Media plays in delighting (amazing?) customers… so we thought it would be a good idea to  gather up Shep, as well as Pam Moore (CEO of Marketing Nutz) and Anthony Leaper (a SVP here at SAP – who probably could justify a Chief title of his own…)  to ask the question “What is the future of Social Media, and how is it going to impact the customer experience across marketing, sales, and customer service.”

 

I think it’s great opportunity chance to hear some big brains mull over the role that social media is playing across all these core enterprise work streams. 

So – no matter if you’re a Chief Marketing Officer, a Chief Customer Service Officer, or Chief “I’ve got this one really great idea that’s going to delight our customers” Officer, I do hope you’ll join us.

 

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pam.jpgPam Moore is the CEO & founder of Marketing Nutz, a full service experiential social brand, reputation management and digital marketing angecy.  In addition, Pam has 15+ years experience helping business both small and large and was named a Top 10 Social Media Influencer by Forbes.


 

anthony.jpgAnthony Leaper is the Senior Vice President of the Enterprise Social Software Business Unit at SAP. Anthony is responsible globally for the business development of SAP’s Social Collaborative Solutions. He also blogs on Forbes.com.


 

shep.jpgShep Hyken is Chief Amazement Officer (CAO) at Shepard Presentations. Shep is a customer service expert and New York Times bestselling author. For more information about Shep visit hyken.com.

 


When it comes to SAP Social Media we’ve had a couple fantastic webcasts this week (if I do say so myself.)  

 

If you’re looking to understand more about how leading retailers are applying social media to drive an increased share of wallet, larger basket size, and greater shopper loyalty – you’ll want to spend an hour watching this video – a joint production between SAP, the National Retail Federation Stores Magazine, and BazaarVoice. We got together to talk about how leading retailers are using social media to have better conversations with their customers.  (click the screen below to play the webcast on demand.)

 

 

 

 

If you’re looking for a solid primer on the role that social media is playing in optimizing the customer experience at brands such as Dell, L.L. Bean, and Jet Blue we’ve got you covered there as well. Check out this great webcast discussing the results of our recent Social Customer Index Report  (also available for download here)   Click the screen grab below to begin playback of the event and hear how the 'best of the best' are harnessing the power of Social Media in the Enterprise. 

 

Craig Downing

SAP @ Pivot 2012

Posted by Craig Downing Oct 22, 2012

When you gather 500 social media leaders from some of the most influential brands and agencies in a single conference center for 2 days of intensive discussion, debate, and discovery you can’t help but walk away with some fresh ideas and inspirations on how to ‘do social media RIGHT in the enterprise.”

At the Pivot 2012 conference, conversations ranged from social ‘listening’, to delivering an authentic online brand experience, to delivering compelling executive engagement via social channels and beyond.

 

SAP had a significant presence at the show this year – from a main stage presentation on the topic of ‘Executive Engagement in Social Channels’ hosted by SAP’s CMO Jonathan Becher (@jbecher) to our unveiling of the results of our 2012 Social Customer Index report (conducted in partnership with Social Media Today, with analysis from Brent Leary, Paul Greenberg and Becky Carrol.)

 

Just because you didn’t make it to Pivot doesn’t mean you can’t leverage the insights shared to fine tune your own thinking about Social Media in the enterprise-

 

  • You can view Jonathan Becher’s brilliant 15 minute main stage presentation (discussing executive engagement on social media channels) here.

 

  • You can download the full SAP | Social Media Today 2012 Social Customer Index Report here.

 

  • Click here to replay (audio only) our luncheon session where we explore the highlights of the Customer Index report with a panel of Social Media thought leaders across the larger Social media space.  (It's a big file... give it a minute to download.)

 

  • If you’d like to register for an upcoming webcast – Jointly hosted between SAP and Social Media today where we’ll explore the report in more detail – and dive deep into customer case studies – you can do so here.  

 

SAP is Social.  And we’d like to keep the conversation going. You can chat with us anytime @SAPSocialOD, or visit us online at www.sap.com/SocialOnDemand

 

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Craig R. Downing
Marketing Director, Social Solutions @ SAP
craig.downing@sap.com
@cdowning