Growing Up With Social

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

Forget The Funnel

Or?

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Your Customer Is Now In Control

70% of buyers decide

before speaking with you

86% of B2B tech buyers

engage in social media

2/3 of IT professionals use

social media

30 Billion of pieces

of content shared on Facebook

each month

© 2011 SAP AG. All rights reserved. 5

What If We Could….

Promote

/ Sell Care

Innovate

…drive innovation our

customers want, with them?

…build loyalty unheard of in the

industry ?

…help expand our reach ?

…track every customer

interaction from first ‘social’

encounter to close?

© 2011 SAP AG. All rights reserved. 6

Unfortunately Not Yet

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Pop Quiz: What Do These Years Correspond To?

1990

1993

1994

2004

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The Journey To Social Enlightenment Four (messy) stages

Organic

Embedded

Integrated

Enabled

Limited, mostly

free Proliferation

Consolidated

and consistent

Embedded in

existing systems

None

Few but motivated

Centers of

excellence

Knit in all corp.

processes

Weaved in

DNA Roles emerge

Aligned across all

functions

Clear

accountabilities

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How Do You Know You Are There? Organic stage

(A few) passionate / curious employees

No structure, grass roots experimentation

No processes in place

No / few metrics in place

Free tools

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How Do You Climb The Stairs? From Organic to Enabled

2 Think business first

1 Find your internal champions

3 Fail fast, fail forward

© 2011 SAP AG. All rights reserved. 11

Find Your Internal Champions

Strategy / Coordination

Community Management

Content creation Content curation

© 2011 SAP AG. All rights reserved. 12

Ask the W-W-H-SW Questions First SAP CRM Awareness Initiative

What? Who? So What?

How can I

leverage

technology to

become a better

[sales,

marketing,

customer

service]

professional?

>25 colleagues

contributing

2 additional teams

adopted approach

>70% increase

in share-of-voice

How?

Events Influencers

LoB

(Sales) Geos

(North

America)

Customer type

(New)

Customer

segment

(Large)

Industries

(None)

© 2011 SAP AG. All rights reserved. 13

How Do You Know You Are There? Enabled stage

Roles emerge

Specialized skills brought in

Some executive sponsorship

Aligned social and business strategy (by function)

(Mostly) vanity metrics

Limited governance / risk management

Training / enablement programs

Tools zoo (free and paid), some integration

© 2011 SAP AG. All rights reserved. 14

How Do You Climb The Stairs? From Enabled to Integrated

2 Instill rigor in metrics

1 Find a senior sponsor

3 Tame the tools zoo

4 Build the bridges

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Who Is Your Senior Sponsor?

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Rigor In Metrics Think end-to-end

Reach

Take Action

Engage

Advocate & Share

Cate

go

ry

Use Case

Channel

Leads

Repeat

visitors

Comments

© 2011 SAP AG. All rights reserved. 17

Rigor In Metrics Resist analysis-paralysis

Vs.

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The Social Enterprise Software Stack Sub-species begin to emerge

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How Do You Know You Are There? Integrated stage

Consistent roles and skills across the enterprise

One enablement team in place

Aligned corporate and social strategy

Business metrics across the enterprise

One consistent toolkit across the enterprise

Integrated with enterprise systems (e.g., CRM)

© 2011 SAP AG. All rights reserved. 20

How Do You Climb The Stairs? From Integrated to Embedded Enlightenment

2 Implant

1 Implant

3 Implant

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How Do You Know You Are There? Embedded stage

Social part of corporate DNA

‘Social’ team managing infrastructure (maybe)

No ‘social’ strategy, processes or KPIs

Embedded in the enterprise infrastructure

Thank You!

Ted @Sapountzis

Organic

Embedded

Integrated

Enabled

1.Champions

2.Business

3.F4

Implant

1.Sponsor

2.Metrics

3.Tools

4.Bridges