Senior Marketing Director, SAP America 3 4 Aerospace Automotive - PowerPoint PPT Presentation

Senior Marketing Director, SAP America

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Aerospace Automotive Banking Chemicals Consumer Products EC&O Healthcare Higher Education High Tech IM&C Insurance Legal Services Life Sciences Oil & Gas Professional Services 5 Public Sector Retail Utilities Wholesale Distribution Distinct Industries

Digital Transformation About 9,950,000 results (0.51 seconds) 6

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Senior Marketing Director, SAP America

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Industry-specific image with consistent, powerful intro language

Core flagship whitepaper offering Articulating the end-to- end industry digital business strategy

Industry-specific, Ted Talk- style videos Compelling talks in which industry and LoB leaders share their perspective on how digitization will transform the industries, lines of business and the world around us

Featured events, videos and blog posts 10 posts per industry, published in Forbe s, Digitalist , LinkedIn, SCN, and promoted through SAP social channels

Premium report download

Infographics Executive presentation Whitepapers Videos

Podcast episodes: Coffee Break with Game Changers radio show Education network and magazine offers MOOC with openSAP DX Specialist certification 19

Digital transformation survey Industry-specific questionnaire to help companies benchmark 20

Industry-specific customer case studies 21

PLUS… Tweet cards Multi-touch EDM Social Activation: paid search, content syndication, social selling Industry forums Live events 22

Four Key Elements 1 2 3 4

Crafting a Complex Content Strategy 2 1 2 3 4

Focus on incremental, emental, bite te-sized ized, digita gitall lly-na native tive assets and ampli plifyi ying ng exist stin ing g content tent through ALL digital & traditional channels to speak to: • Chief information officer • Chief technology officer • Chief digital officer • Chief innovation officer • Chief marketing officer • Chief customer engagement officer • Other digital titles

• Make it perso sona nal • Make it role e and indu dust stry y specific cific • Make it work for diffe fferent ent learnin rning styles les

Whitepapers Landing Page and Email TED Talk-Style Video Tele Guide Infographics MOOC Executive Briefing Deck Radio Video Whitepaper Social Media

Crafting a Complex Content Strategy 1 2 2 3 4

• Take the press essure off • Start with an outline, bullet points • Interview and gh ghostwri stwrite te • Focus on n your ur sem emin inal al piec ece e i.e., the central whitepaper • Keep it at a tho houg ught t leader dership p level el • Manage the impost oster er syndr ndrome me • Tap your sales les organization for hidden content and expertise

Compared to other tech trends, digital business is in its infancy: Source: Google Trends, August 21, 2015

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Crafting a Complex Content Strategy 1 2 2 3 4

• Looking to initial results through earl rly and nd so soft engagement metrics • Creating a mechani anism sm to commun municat cate e early wins • Building tru rust st and securing further buy-in n and m momentu mentum internally • Being realistic and managing expec pectati tation ons

Crafting a Complex Content Strategy 1 2 3 2 4

1. Identified the required work st streams ams • Social media, creating emails, spearheading landing pages, etc. 2. Nominated members of the larger marketing team to join a strategy call • Asked for volu lunte nteers ers to lead the Tiger Team 3. Recognized this would be layered ed on t top of e exist sting ng responsibilities • No new hires! 4. Looked for economi nomies es of sc scale and efficienci iencies es • Use your industry as your master; template it across the rest of the industry owners who can then fine tune for their unique audience

Start rt Triggered by whitepaper approval Week 1 Week 5 Week 10 Week 15 Landing Page Buil ild Refresh Refresh Refresh Refresh featured featured featured featured content content content content Blogs Blog og build/ ld/edit dit Create BOM Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish using white paper Graphics Graphic aphic build/ ld/edit dit Publish Publish Fill in template Social cial Promotio ion Social Promotion

Email 3 Email 2 Email 1 NO NO NO NO Gated Offer 3 Gated Offer 1 Gated Offer 2 Ungated Offer 3 Ungated Offer 1 Ungated Offer 2 NO NO Events: Physical, Online, Radio Register? Register? Register? YES YES YES Social Media YES AE AE Rapid Outbound VITO Calling (w/i X hours) ― IMR Social Selling / Appointment? NO NO Nurture

• 96,0 6,000+ 0+ blog views across 25 industries and 2 lines of business • 26,6 6,600, 0,000 00+ + social media impressions • 43,7 3,708 unique contacts from 14,2 ,200 00+ different companies • 15,3 5,300 0 social engagements • 21% cross-industry share of voice • 21,7 1,700+ 0+ TED video views • 8,60 ,600+ + infographic views • 16,1 6,124 radio listeners • 5,30 ,300+ + blog referrals • 4.5% .5% emails opened • 2,91 ,915 whitepaper downloads

• 96,0 6,000+ 0+ blog views across 25 industries and 2 lines of business • 26,6 6,600, 0,000 00+ + social media impressions • 43,7 3,708 Unique contacts from 14,2 4,200+ 0+ different companies 3,0 ,086 inquiries • 15,3 5,300 0 Social engagements • 21% Cross-industry Share of Voice 125 qualified leads 125 • 21,7 1,700+ 0+ TED video views $23,48 ,488,3 8,300 00 pipeline from 107 107 • 8,60 ,600+ + Infographic views • 16,1 6,124 Radio listeners marketing generated opportunities • 5,30 ,300+ + Blog referrals • 4.5% .5% Emails opened • 2,91 ,915 whitepaper downloads

Craftin ing g a C Comple lex x Content ent Strategy ategy 1. Serve the individu dual customer 2. Find underutilized sources of valuable le knowl wledge edge 3. Give content time e to take e hold 4. Execute by finding pockets ets of efficien ency in existing streams 1 2 3 4

1. Invest in a writer er • Not everyone can write (and that’s okay!) 2. Build more time than you think for planning ng up fr front nt • Including what you gate — don’t make these decisions on the fly 3. Pay attention to how people le consume sume information • Diversify your format, media and channels

Fully Aligned: A how- to session with Reader’s Choice winner, SAP, on navigating relevancy, and gaining the buy- in you need from stakeholders at every step Wednesday 3:35 – 4:00 p.m. Senior Marketing Director, Account Supervisor, SAP America KERN (an Omnicom Agency)

Ginger Shimp, SAP America @GingerShimp