Archive for the ‘Integrated Marketing’ Category

by Adam Sutton, MarketingSherpa Reporter.

In the last few years, teams across SAP began experimenting in social media. SAP is not a small company. The business management solutions provider offers 47 products and services in more than 20 global industries with 53,000 employees. With such a broad organization, it was not easy to ensure each team followed a proven game plan.

“It was very enthusiastic, but somewhat undirected. Kind of a buckshot approach,” says Todd Wilms, Senior Director, Social Media Audience Marketing, SAP.

Some of these experiments successfully built an online audience, but many struggled to gain traction. SAP’s executives wanted to replicate the successes and formed a team, with Wilms as a founding member, to find out how. Having completed its research, the team now travels the world teaching SAP’s employees how to launch successful social media strategies.

Learn more  . . .  MarketingSherpa: Social Media Marketing: How SAP identifies and replicates successful tactics across a global company.



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Does this scenario sound familiar to you?

  • You participated in a Twitter discussion or event, using a hashtag
  • Because there was so much great content in the discussion, you planned to go back to it later to use it as a basis for your next blog.
  • You go to search.twitter.com, put in the hashtag and the search comes up blank.

If this rings true to you, here some simple steps to archive your Tweets and quickly create blogs with them.

1. Why are all your Tweets gone?

Sara Perez already said it so well in her own blog on ReadWriteWeb, that I am quoting:

“Did you know that your tweets have an expiration date on them? While they never really disappear from your own Twitter stream, they become unsearchable in only a matter of days. At first, Twitter held onto your tweets for around a month, but as the service grew more popular, this “date limit” has dramatically shortened. According to Twitter’s search documentation, the current date limit on the search index is “around 1.5 weeks but is dynamic and subject to shrink as the number of tweets per day continues to grow.”

2. Is there anything I can do?

Read the full blog here to get the answer.

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As a social media professional at SAP, I get many questions from colleagues who are new to social media and would like to add social media to their marketing mix. The learning curve on social media is still steep for most people, and in this blog, I have aggregated the answers to some of the most frequently asked questions.

Many of my consulting engagements start with the sentence “My team wants to have a Twitter handle” or “I need to increase the number of fans for our Facebook page“.

 To that, there is only one answer: “Why”? And ,”Let’s take a step back”.

Before you get engaged in any kind of social media project, please ask yourself the following questions:

 Read the full blog here.

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Originally posted on Forbes.com

by Todd Wilms

It is not ironic in that the two business leaders that I most admire and have had the pleasure of working for were great storytellers.  It is also telling that both started out in the entertainment field – one in magic and then later representing “talent,” (he is awash of great dinner time stories about uncomfortable celebrity requests and of meeting some of the nicest people on the planet) and the other was trained in standup (more the how-to-tell-a-great-story type and not the one-liner type).   As I was given a heads-up that Forbes was compiling their Celebrity 100 list again this year, I reviewed their ranked list and found that once I filtered sports stars, teen pop, Charlie Sheen, and supermodels, that most of the remaining influencers were storytellers.  They fell nicely into several categories – Talk-Shows (Oprah, Ellen DeGeneres, Ryan Seacrest, David Letterman, Conan O’Brien, and new comer Chelsea Handler), Movies and TV (James Cameron, Sandra Bullock, Johnny Depp, Steven Spielberg, Tyler Perry,  Michael Bay, George Lucas, etc), Music (Lady Gaga, Madonna, and Jay-Z,) and Comedy (Jerry Seinfeld, Tina Fey,  George Lopez, and my favorite –  Glenn Beck).  What they all have in common is that they each – in their own way – tell a really great story.  They engage us for that duration of time and transport us someplace else, but always where they want to take us.  That is leadership. Storytelling has taken on greater prominence and is “the new black” for leadership and influence today.

Storytelling filters out the noise

We are deluged with our popular media.  I am writing this on my Virgin Atlantic flight over the middle of the US, connected to in-flight WiFi, on my laptop, listening to my iPod, my blackberry and my Android phone tucked away in my backpack, next to my iPad awaiting to be opened for some Angry Birds or HBO GO streaming  of True Blood. It is too much “on,” all the time.  This is not the first you have heard this.  Great storytelling – through music or comedy or really great acting – helps us cut through that clutter, helps us clarify, and then capture the content.  Someone who can feed us that message and make it entertaining (or at least enjoyable) immediately gets to the top of my playlist.

Storytelling allows us to relate

Really great storytelling helps us connect to the others in the audience and share that experience. We are so often disconnected from the very channels that give us information.  E-mail can be so impersonal. But hearing someone lead you through a message or vision in a meeting or conference call – and us that channel effectively – can allow you to relate to your peers and the audience.  We have all sat through those calls with the monotone voice relating the news of the day or the new corporate objectives.  Now, get someone on those calls that leads us through the vision and helps us see the bigger picture, we all end up chatting over a cup of coffee about how we are going to execute that vision.

Storytelling inspires us

Think about really great orators in history – Churchill always comes to mind.  I recently downloaded an audio book of his speeches.  If you are not inspired to be a better person from listening to a voice from several generations ago, you need to visit a cardiologist.  Few are of his caliber, but a great storyteller gets us energized – tapping our toes to a great song, or laughing our heads off to a great comedic routine, or getting us to learn about another person and their personal story.  We feel empowered by a great story and now feel like we have been tapped on the shoulder to be a part of that story – that vision.

Business leaders have typically been built from some discipline – strong operational backgrounds, strong fiscal management, strong selling disciplines, etc.  These are all necessary skills and should not be overlooked in the cacophony of traits in our highest ranking leaders.  But, we often forgo storytelling as a “cheap parlor trick of charisma” that is fundamentally essential to our future influencers.  Storytelling should be a part of your repertoire.  It can be as easy as 1-2-3:

1: Start with the end, work backwards.  Where do you want to take people? Start at the end result, the journey starts to fill in itself.

2: Rinse and repeat.  Tell the story in your head and – more importantly – outloud to get it right.  Your dog can be your biggest fan for this exercise, but don’t skimp on saying it outloud.

3: Get personal. Don’t be afraid of letting a piece of “you” enter the story.  Audiences need relatability.  That little piece of why this story matters to you helps it matter to them.

I am interested in what you think, but try to tell it to me in an engaging way!  (wink)

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Originally posted on Forbes at blogs.forbes.com/sap

I was an odd kid. While most of my school mates looked up to sports teams or players (Magic Johnson, the 1970’s Pittsburgh Steelers, Reggie Jackson), I have always looked elsewhere for inspiration or a place to put my energies. My first and longest lasting heroes have inexplicably led me to where I am today and a life embracing social media. Outside of my parents (respect, Mom and Dad!), “Jim” and “John” have played the biggest part in my life in shaping me today. Ever since I was a teen and began defining myself by my belief system and not someone else’s, I have looked at these two men for guidance. How I ended up here has a direct lineage to them both. And while “Jim” and “John” have had differing careers and success – one chose music, the other chose storytelling – their core belief systems are very similar and contributed to my compass in life.

Both were creative geniuses. Genius is oft overused to describe anyone who has done anything ahead of the pack (“Your use of Roma tomato in your BLT was ‘genius.’ ” Really?) However, I am talking about once (in this case, twice) in a generation pure creativity – consistently, unashamedly, unapologetically. This is seeing a path laid out before you that no one else sees. Social media is a creative frontier. We have been social creatures from our first steps on earth, but my sons will grow up in a world where they can actively participate in events around the globe, as they occur. We are no longer passive with social media, we are active. Owning and defining our role through these new channels requires creative minds – with vision and courage. It is a challenge I try to face every day. And while I am nowhere near as creative as my two heroes, they daily inspire me to push boundaries.

Both were courageous. They both assumed leadership in their disciplines at relatively early ages and could have rested on laurels. However, some of their most avant garde work came at later stages and after they had everything to lose. They pushed boundaries – even against the advice of those close to them. Their greatest contributions to their fields are because they kept pushing. I am nowhere near the apogee of my career and social media has only just begun its journey, but it reminds me when I hear how someone has defined a way to do something, or says “this is the way it is done,” that there are most definitely new horizons not even dreamt of yet. Those possibilities inspire me daily.

Both were “kind spirits.” They helped others around them be better – want to be better – just by who they were. Don’t get me wrong, both were very human and both had blind spots, but consistently they made people push themselves to do better – to live to a higher standard – just because they were there. Social media is a still the hinterland for us – the Wild West, the Space Race, the Race to the New World. I think there are some “mean people” in any field – you can see them fairly quickly and their reputations precede them. However, most people I meet along this journey are good people trying to find their way through just like me. I am more often better for the experience with them and my goal is to return that favor.

So, thank you Messrs. Henson and Lennon. My consistent heroes from my earliest days. I am in social media because of your creativity, your courage, and your kindness. This blogs for you!

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