[Björn Ühss, in the background, behind Amber Hayward, became Social Media manager after targetting his future employer via LinkedIn adds]
“One of the things that changed is that social media reached the C-suite and it’s more and more of a priority. At Intuit it is coming from the CEO, it’s a business decision” Björn Ühss said. “It’s not a marketing decision and it concerns everyone in the company” he added.
According to Ühss, Edelman ranked Intuit quite high in the hierarchy of companies using social media too. “Starbucks has issued numbers whereby 38% of their fans are more likely to visit the stores when they have seen a branded message” Björn Ühss went on. “Social Media has now reached considerable scales. Besides, Facebook has now become a giant and is on a buying spree like former high tech giants were a few years ago”.
The presenters stressed that the recent IBM CEO 2012 study predicted that in five years’ time, CEOs will be hired not only on their credentials but on their ability to manage their e-reputation and that of their company.
Björn Ühss gave us his check-list on how he got social media implemented at Intuit:
How social is your CEO? lead by example
is your culture ready?
who are your social media supporters?
where are your customers?
what data can you use?
Intuit has also managed to make social media work for sales with £99 sale add campaigns (“despite what people say” both presenters emphasised).
But the most interesting thing maybe is that Björn Ühss himself found his job with the help of social media. He posted adds targeting Intuit executives until they thought to themselves “we’ve got to hire that guy” Intuit’s Amber Hayward, social media marketing manager concluded.
Last week I had the chance to bump into Sarah Goodall from SAP; I was very pleased to see her at the usefulsocialmedia conference in London one year after being acquainted with her at a marketing conference in London. Sarah is one of our best social media practitioners in the B2B world and I was lucky enough to sneak out of the B2C session and switch rooms to listen to her. Her presentation was about how to convince your CFO about the benefit of social media. Not an easy task, but Sarah knows how to circumvent the issue; here is how:
Sarah Goodall looks after social media for EMEA and she presented on June 26th at the usefulsocialmedia conference in London. “How can social media generate value? I haven’t got all the answers!” Sarah said as an introduction, but she has a few clues which she wanted to share with us.
Sarah has worked for small and large companies and knows “how to make things work on a tight budget”. SAP sells software and services to businesses; it is forty years old and it comes from “a traditional marketing background” Sarah said, and moving into social business “is a true cultural shift”. Hence, social media “came as a shock” to SAP according to her and “it helped [them] turnaround the sales cycle” Sarah went on. What it means is that there has been more emphasis on posting content on where customers are getting it rather than push that content over to them. Therefore, the transition is to inbound Marketing “even though we are not there yet” Sarah said, very honestly. “Outbound still represents twice the budget which is spent on inbound marketing” she added.
How to attribute social influence to revenue?
At the very heart of the business, there is the owned SAP community, using Jive internally and an external community with customers. On top of that, there are channels which aren’t owned by SAP such as LinkedIn, Slideshare, Facebook, Twitter etc. The SAP community network is fairly known outside of SAP, and is 3 million big nowadays. “A lot of bloggers are contributing in this community, most of them aren’t part of SAP by the way” Sarah added.
On external platforms, SAP have enough fans to fill in football stadiums several times “but this is still not sufficient for CFOs!” she said. Hard facts are required, more arguments needed. So what will it take to drive the point home? “What the CFO is interested in is the impact on customer value, and the bottom line and it’s tough, I’m not going to lie” Sarah said.
So here are a few of Sarah’s secret recipes for getting CFOs to buy in to social media:
Potential cost of R&D saved: if you use the comments and the voting and offset that against the money saved on R&D, this is tremendous. There is also a cost of loyalty and there are savings which can be made.
Social commerce: this is a little more tricky because “the SAP sales process doesn’t quite work like that” Sarah said. SAP tried to embed links in LinkedIn and experimented on how Facebook posts can lead to a registration. “It’s not enough to generate revenue” she said “it’s not an exact science but it’s enough to uncover value”. There are also chance engagements, they don’t happen very often, but when a potential customer has been turned into a customer later then it is a great achievement.
Social intelligence: “this is a little bit more woolly” Sarah said but you can try and get insights from social media, and it can be shown that click-through-rates can be influenced through social media.
Social insight: social media is also useful in order to measure brand health. SAP is monitoring what users are saying about SAP and their competitors. “There aren’t any numbers but it is useful” Sarah said.
Sapphirenow: this is the biggest business conference which is organised by SAP. In Orlando, 15% of twitter handles of delegates were identified, and 25% followed the @sapphirenow Twitter handle. “This is still early stage Sarah said but it is very useful to tie to something related to business and prove it’s useful” Sarah said.
Social efficiency: social media saves a lot of money on support and reduces significantly the amount of inbound calls SAP is getting for support. SAP mentors are SAP’s brand advocates and “this is media which can’t be paid for” meaning that it is invaluable. SAP also launched a #suithugger hashtag which brought amazing results.
the right metrics
As a conclusion, Sarah said that “you would have to “communicate the right metrics to the right audience. Don’t show clicks and followers to CEOs! Show how social media is impacting productivity. You can’t really talk of the ‘ROI of Facebook’” Sarah warned.
Pearls of wisdom … does anyone have anything to add to this? I don’t.
I will be taking part in the oncoming Social Media B2C Marketing Summit due to take place in London, on June 25th and 26th and as I am preparing for the event, I took a few moments to dig my teeth into the programme and I realised it’s not a conference but the conference on European Social Media … absolutely packed with extremely high profile social media managers from some of the most prominent European brands. It was high time something was done to catch up with the likes of Blogwell in the USA, and here it is, right at our door, so it’s an event you shouldn’t miss.
The Social Media Marketing Summit (25-26 June, London UK)
Social media represents a growing marketing opportunity for business to directly engage with their consumers. The phenomenal growth of social media activity has meant consumers are now interacting with their favourite brands and regularly checking for the latest updates online.
Orange, Heineken, Unilever and KLM are a selection of brands which have embedded social media throughout their marketing campaigns. Join these leading brands on the 25-26th June at the 2012 Social Media Marketing Summit, London.
Learn how to deliver engaging and interactive marketing tactics to entice your consumers to engage with your brand. O2, Honda, Tom Tom, Barclaycard and many more will share exclusive case studies, their everyday experiences and best practice, so you can improve your social media marketing efforts.
Orange has been very active in the Social Media space since early 2008 and now has an online fanbase of over 3 million fans. With a presence on Twitter,
Google+ and Dailymotion – in which Orange has a stake – Orange has experience in using multiple networks – and insight on which networks are best for different kinds of marketing. Hear how this telecoms giant chooses different social platforms to engage with their community and meet marketing goals.
how to decide which tools work for you : hear how Orange decides which social network works best for them and how you can decide depending on your organisations goals.
learn which social platforms are most effective to market your brand and build brand awareness: Orange will share which worked best for them and why
hear why Orange doesn’t just rely on Facebook and Twitter: discover which other social networks you should be using and how these can help your online marketing.