Moscow preso SAP social business MY final

Mark Yolton | Communities & Social Media | SAP Marketing Plekhanov Russian University of Economics | Moscow May 2012

A Glimpse into Social Business at SAP

© 2012 SAP AG. All rights reserved. 2

Agenda:

1. Intro / Background

2. Social Business Foundation

3. SAP Social Strategy Perspectives

4. How SAP Leads & Participates in Social Business

5. Looking Forward

6. You & Social Media

Intro / Background


My Background

Social Business Foundation


Socialnomics Video

http://youtu.be/nPYrbSUqr2k?hd=1


Vast Landscape of Social Media Tools & Platforms


Social is Changing the Game

From ToPhysical Presence (Shows and Events) Digital RelationshipsSpray and Pray Tactical Hits Complete Buying Lifecycle Engagement“Segment” & “Executive” Targeting PersonasMeasure Activity Measure ResultsProduct Message Product KnowledgeSelling Product Facilitating Solution Discovery Sales Cycle Buying CyclePush Messaging Pull MessagingProduct Marketing Unified Content Marketing StrategyManual Programs Automated Sustainable PracticesShort-Term Tactical Hits Long-Term Lifetime RelationshipsBrand-Building via Claimed Reputation Earned Reputation via Trust


Social Media Is Central To The B2B Decision Journey

1 Social Technographics for Business Technology Buyers (Forrester 2011)2 The Customer Decision Journey (McKinsey, 2009)3 PJA Social Media Index (2011)

86%of B2B tech buyers

engage in social activity for business

purposes1

+76%Influence of social

touch points grows by 76% as buyers move

from awareness to consideration2

1.5xIT buyers trust

social media 1.5x more than any other

content source3

SAP Social Business Perspectives


One View of Social Business Engagement Reach from Inside Out; Pull to the Core

=

Participate

SAP.com

Orchestrate

Influencers

Host

SAP Mentors


Key Elements of SAP’s Social Strategy

S O C I A LI N N OVAT I O N

S O C I A L I N T E L L I G E N C E

S O C I A LC O M M E R C E

• Extract intelligence from observable customer behaviors and conversations to equip our colleagues with insight into customer hot topics, burning issues, and new opportunities

• Use the wisdom of the crowd to drive higher quality solutions and innovations that better meet customer needs and therefore have greater market success and impact

• Leverage our reach and influence to drive speed and to dramatically increased leads and revenues both organically and through targeted campaigns

S O C I A L I N S I G H T

• Enable customer success through the active sharing of knowledge, solutions and best practices to drive excellence and innovation

How SAP Leads & Participates


SAP Communities & Social Media


The SAP Community Network.


History of Growth & Expansion SAP Community Network (SCN)

2003 2005 2009 2012

Launch:

SAP Developer Network

100K Members

JiveForums

Blogs 1M Forum Posts

2007

Launch: BPX

Add Wikis 1M

Members

Rebrand:SCN

Launch:

Business Objects

Community

University Alliances

Community

Launch:

EcoHub App Store

Career Center

2.5M Members

1.5M UMV

>100,000 Contributors /

year

SAP Idea Place

> 1M Newsletter Subscribers

Launch New, Modern SCN

Launch:

Code Exchange


1,200,000unique individual visitors each month

30,000new members per month

9,200active bloggers

3,000+discussion posts per day

375+discussion topics 272,000

total contributors

230+Countries & territories

450blogs per month

9,300,000total messages


Community Publications

In Q1 of 2012 alone, SAP published6 issues of Tech News@SCN : 390K subscribers5 Issues of Business Process News@SCN : 277K subscribers3 Issues of Business Intelligence News@SCN : 116K subscribers1 Issue of IT Management : 35K subscribers1 Issue of Technology Innovation : 89K subscribers1 Issue of SAP Cloud Computing : 3K subscribersLaunched 1st Edition of Momentum for Moderators and Space Editors Published 448 New documents, 78 New videos


SAP on Social Media

SAP is a social business

- Facebook- Twitter - LinkedIn- YouTube- Slideshare - Google+ - Flickr - Blogs- Communities

http://sap.com/social


SAP on Facebook

SAP Community Network Current Fans : 30,000+

SAPCurrent Fans : 122,000+


SAP on Twitter

@SAPcommnetFollowers: ~11,000

@SAPFollowers: ~45,000


SAP on Slideshare SAP SAP Community Network


SAP on LinkedIn

SAP Community Network Current Members: ~11,000

SAPCurrent Members: ~107,000


SAP on YouTube

SAP CommunitySubscribers: 1,750Video Views: 174,000

SAPSubscribers: 1,800Video Views: 191,000


SAP’s Main Social Channels

/SAP all /SAPCommunityNetwork

400,000 30,000

@SAP all @SAPCommNet

300,000 11,000

/company/SAP /(search for our Group)

103,000 11,000

/(google it)

2,500

/SAP /SAPCommunities

176,000 174,000

/SAP /SAPCommunityNetwork

4,800 14,000


SAP Community Events: SAP TechEd & SAP Forum“Annual Family Reunion” & Physical Manifestation of Virtual Community


SAP TechEd 2012 – Event Dates and Locations

ShanghaiDec 4-5

Nov 28-30

Nov 12-16Oct. 15-19


SAP TechEd OnlineRich Content Delivered as Video-on-Demand

Rich Event ContentSAP Executive KeynotesDemo Jams + InnoJams63 Lecture Sessions 93 Expert Interviews

Bonus Video Highlight videos from each location8 Meet the Speaker interviews13 “Up Close” attendee profile episodes

Great Viewership = Great Value 300,000+ views in 2011

www.sapteched.com/online


SapphireNowOrlando, Florida – 2012


SAPPHIRE NOW from OrlandoSocial Media Highlights and Enhancements

Partners & Exhibitor Focus120+ Partners trained Dedicated Partner Ambassador58 highly engaged Exhibitors

Extended Ambassador ProgramDirectly impacted 20% of the program engagement KPIOver 40 blogs published on SCN (120 total)

40% of all SAPPHIRE NOW blog views

Run Like Never Before Ad CampaignIntegrated campaign themes and copy into key social program tactics and messagesAligned with the existing paid media campaignWell received by audience

5,500 Clicks and 500+ Engagements


Over-Achievement of Social Media Goals

KPI 2012 Goal As of May 16 % of GoalMentions of “SAPPHIRE NOW” 23,000 36,500 +159%Engagement 5,000 5,500 +110%Clicks 112,500 140,000 +124%

Mentions

Engagement

Clicks


SAPPHIRE NOW from OrlandoYear to Year Comparison

20,818 Tweets, Facebook Posts, YouTube Videos and Blogs related to SAPPHIRE NOW published

SAP: 35% Non-SAP employees: 65%

SAPPHIRE NOW 2012SAPPHIRE NOW 2011

36,506 Tweets, Facebook Posts, YouTube Videos and Blogs related to SAPPHIRE NOW published

SAP: 28% Non-SAP employees: 72%


Social Media Highlights through Friday, May 18

SAP vs Audience Mentions

28%

72%

Customers, Partners, Influencers

o Over 89 Million Social Impressions

36,500 SAPPHIRE NOW Mentions


Visits to SAP

SAP has over 90.3M visits to our digital properties each year.

6x as many people visit SAP than visit the world’s #1 tourist destination (Paris) in a year


Visitors to SAP

With over 44M unique visitors to SAP, If it were a country, we would be the 30th biggest. Larger than Argentina.


SAPPHIRE NOW / SAP TechEd Events

With over 50,000 live attendees across 6 events locations, our single biggest event alone is over 16 football fields of interactive space.


Fans

Our branded Twitter and Facebook pages have over 700,000 fans and followers. They would fill Wembley Stadium 8 times . . .


# Members by Country UNITED STATES 590,509INDIA 426,054GERMANY 326,126UNITED KINGDOM 103,552JAPAN 69,049FRANCE 64,428CANADA 63,108BRAZIL 62,397CHINA 59,037NETHERLANDS 47,572AUSTRALIA 45,907SWITZERLAND 44,079NEW ZEALAND 6,188Other (220) 669,030Total 2,577,036

#17: Russia – 29,823 members


# Visits by Country (one month) United States 769,560India 616,071Germany 241,256United Kingdom 148,290Australia 67,953New Zealand 10,461France 85,396Canada 79,850Singapore 68,407Others 1,110,453Total 3,197,697


Value Delivered to SAP Customers

Speed – solve challenges faster, and accelerate execution through access to technologies, models, and a network of experts

Efficiencies – reduce TCO resources, time cycles, and financial investments, by re-using proven, existing experiences and solutions

Impact – drive higher quality outcomes and better business results, by leveraging the community and known best practices, and build reputation as you contribute your knowledge and experiences to help others succeed

Insight – benefit from collective wisdom to innovate and differentiate, while gaining a broader perspective, while expanding your own knowledge and expertise


What Analysts & Experts Say

“You can't really have a discussion about communities without referencing the SAP Community Network.-Sameer Patel, Partner at Sovos Group, Blogger

“Benefits like easier networking, industry recognition and professional development drive engagement.” Paul Gillin & Eric Schwartzman, Social Marketing to the Business Customer

“SAP has quietly built a B2B social media juggernaut...” –Drew Neisser, Fast Company

“Community members learn about each other's implementations, so the time needed to evaluate technology solutions dramatically decreases.” - Michael Brito, Author, Smart Business, Social Business

SAP is far and away the community superstar...”– Comblu, State of Online Branded Communities, Nov 2011

Looking Forward


Building Trends in Social Business

Metrics & Measurement of reach and impact

Clear business ROI

Gamification / Game Mechanics

Tool and platform evolution and consolidation

Social seamlessly embedded into applications & daily work

Social commerce – buying and selling with peer recommendations

Social innovation – outside-in / agile product and solution evolution

Social services and support – wisdom of the crowd

Social insight – improvements in sentiment, understanding, signal vs noise

Human connectedness – building and leveraging weak ties & strong ties

Cultural, societal, political impacts – including business relationships

You & Social Business


Develop Your Personal Brand

Establish and protect your personal brand

Build your personal and professional network

Nurture, grow, and constantly expand that network

Leverage the network of connections

Job search

Career management

Task / project expertise (give and get)

Lifelong professional (skills) development

The Core Social Business Team at SAP Experts Drive Our Success

Thank You!http://linkedin.com/in/markyolton

@[email protected]
