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Showing posts from October 14, 2019

Is your social media policy agile?

Social media by its very nature is fast, bi-directional communication, but many companies are plagued with social media policies that hinder agility. Is your social media policy agile? If not, it’s time to jump into modern marketing and have your brand be part of a conversation, not a pushed message.An agile marketing company uses social media to have one-on-one conversations with customers, and social media policies must encourage, not discourage this type of rapport.Social media turnaround times are criticalA recent client I worked with reported that before starting agile marketing, its social media policy requires at least 10 separate approvers and 10 to 12 revisions on messaging for any social media campaign to go live.They soon realized by the time they got their social messages approved, it was too late. Messages were outdated, irrelevant or didn’t add much value.The other big problem was the approval process made it impossible for them to have any real dialogue with customers o…

Search transformation projects: Q&A with SAP’s Siddharth Taparia

At The Transformation of Search Summit next month, we’ll be hearing from a panel on “Embarking on Search Transformation Projects.” One of those panelists will be Siddharth Taparia, SVP and Head of Strategic Transformation and Partner Marketing at SAP.Siddharth has grown his career in marketing at various companies, including spending the past 11 years at SAP.For many search marketers, embarking on search transformation projects can seem daunting and unclear. Siddharth’s expertise lies in leading marketing transformation efforts, and he’ll share insights on what’s he’s learned along the way.Tell us a bit about your role at SAP?I serve as head of SAP Global Partner Ecosystem and SME Marketing. In this role, I oversee SAP’s entire global partner ecosystem – with nearly 20,000 partners – including companies like Google, Microsoft, Amazon Web Services and Deloitte. We also market to the invaluable small and midsize space. My team is responsible for providing excellent support and resources…