The Real Social Marketing Opportunity: Reinvent Marketing From Scratch
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1© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Reinventing Marketing From Scratch
Timo Elliott, SAP Innovation Evangelist, February 2014 Public
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© 2014 SAP AG or an SAP affiliate company. All rights reserved. 2Public
Our customers produce more than
65% of the coffee and tea we drink each day
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© 2014 SAP AG or an SAP affiliate company. All rights reserved. 3Public
Our customers produce more than
70% of the world’s chocolate.
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© 2014 SAP AG or an SAP affiliate company. All rights reserved. 4Public
Our customers
produce 64% of the world’s ice cream.
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© 2014 SAP AG or an SAP affiliate company. All rights reserved. 5Public
Our customers produce more than
72% of the world’s beer.
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© 2014 SAP AG or an SAP affiliate company. All rights reserved. 6Public
What Is An Evangelist?
The Greek word εὐαγγέλιον (latinized to Evangelium) originally meant a reward given to the messenger for good news (εὔ = "good", ἀγγέλλω = "I bring a message“)
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The World Changed. Did Your Marketing?
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80% of CEOs think they deliver a superior customer experience
Source: The New Yorker
-- but only 8% of customers agree.
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Millennials trust strangers over family and friends. They lean on User-Generated Experiences for purchase decisions.
Source: Brian Solis’ Future of Business, 2013
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73% of people surveyed wouldn’t care if the brandsthey use disappeared from their life.
Source: Co.Exist
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Power To The People
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From MarketingTo Experience
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“If you have to be naked, you’d better be buff”
Don Tapscott
But you still have a megaphone…
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Be Interesting
Howard Gossage
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ROI = Return on Interesting
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From Ivory Tower to Refinery
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Insert page titleSubtitle
First level
Second level Third level
Content
Communication
Community
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Fewer Bureaucrats, More Entrepreneurs
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The Right Incentives
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Rethinking Campaigns
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B2C or B2B? No, H2H
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You Are Not That Interesting
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Tell True Stories
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Educate And Entertain
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Marketing becomes part of your customer
experience
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Customer Experience
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Reinvent Luxury Service
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Be A Trusted Advisor
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Track Who Likes Your Products (And Why, And When…)
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Engage Your Fans
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Orange Poland (Telekomunikacja Polska)
Churn model accuracyimproved by 47% withsocial
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“Data-driven decision making played a huge role in creating a second term for the 44th President. In politics, the era of big data has arrived.”
- Time Magazine
Engage Your Fans
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Optimize The Customer Experience With “Playnomics”
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Mapping stores on STM lines and stations
• STM Partners’ stores.
Create a Commerce Eco-System
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© 2014 SAP AG. All rights reserved. 39
• Interact with consumer in the field• Run mobile marketing campaigns based
on consumer profile and location
• Interact with consumer in real-time anywhere, anytime.
• Design & run mobile marketing campaigns based on consumer profile and location
• Analyze consumer behavior in the field
Create a Commerce Eco-SystemA platform for real-time interactivity between consumers, STM and partners
SAP Precision Retailing(On-Demand, Multitenant, High Performance, Scalable)
• Receive information, discounts & Special offers
BI
CRM
Merchants
Outings
Transports
Partners
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Unwire your business to deliver secure, real-time, business-critical information – anytime, anywhere, to anyone, on any mobile device.
Run your business smarter, faster, and simpler, with an integrated suite of applications powered by SAP HANA – delivering long-term predictability and nondisruptive innovation.
ApplicationsExplore and exploit data, find answers in real time, and make confident decisions. Harness visually compelling, easy-to-use tools on the devices of your choice.
Analytics
Mobile
Simplify your IT infrastructure dramatically and drive high-value innovation by exploiting across structured and unstructured data sources.
Database & Technology
A real-time business platform, powered by SAP HANA
Our portfolio combines the best of next-generation technology to help you innovate, transform and grow
Capture the power of the cloud – while fully integrating with on-premise investments. Empower your employees, engage customers, and collaborate with partners across business networks.
Cloud
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The SAP Community Network: 2.5 Million Members
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Thank you!
Timo Elliott, SAP
Twitter: @timoelliott
Blog: timoelliott.com
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