Más contenido relacionado Similar a Convincing the CFO that Social Media Adds Value (20) Más de Tribal Impact (10) Convincing the CFO that Social Media Adds Value1. 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”
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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
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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
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9. Cost Per Lead A Driving Factor
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11. SAP Social Communities
Host
Orchestrate
Participate
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12. The SAP Community Network
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13. © 2012 SAP AG. All rights reserved. #csmb2b @sarahgoodall 13
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
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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
21. Social Insight
Brand Health
Competitor Social Analysis
Potential
cost brand
crisis
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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
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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
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