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Presentation from the Corporate Social Media Summit on June 19, 2012 in San Francisco. Lessons from measuring success in social media.
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Social Media Analytics: Lessons from SAP
Ted Sapountzis, Vice President Social Media Audience Marketing
@sapountzis
© 2011 SAP AG. All rights reserved. 2
Who Is SAP?
>190K customers across 25 industries and 120 countries
>2M members in the SAP Community Network
© 2011 SAP AG. All rights reserved. 3
Measuring Success In Social Media What have we learned?
2 Less is more
1 Differentiate consistently
3 Start slowly
© 2011 SAP AG. All rights reserved. 4
Differentiate Consistently Three key dimensions to keep in mind
Reach
Take Action
Engage
Advocate & Share
Cate
go
ry
1
Use Case
Channel
Leads
Repeat
visitors
Comments
© 2011 SAP AG. All rights reserved. 5
Less Is More Resist analysis-paralysis
Vs.
2
© 2011 SAP AG. All rights reserved. 6
CMO Dashboard Two key social (aka Pull Marketing) KPIs 2
© 2011 SAP AG. All rights reserved. 7
Start Slowly Three things to keep in mind
Think use cases, not tools
Fail fast, fail forward
One size does not fit all
3
1 Differentiate consistently
Less is more 2
Start slowly 3
Thank You!
Ted Sapountzis
Vice President
Social Media Audience Marketing
@sapountzis