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How SAP replicated its successful social media processes across the globe

Operationalizing Social Media:

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Daniel Burstein

Director of Editorial Content

MECLABS

@DanielBurstein

Todd Wilms

Head of Social Business Strategy

SAP

@ToddMWilms

Presenters

@ToddMWilms

Todd Wilms, Head of Business Strategy, SAP

Todd Wilms is currently the Head of Social Business

Strategy for SAP.

He is responsible for helping SAP and their 65,000

employees world-wide utilize social and digital tools and

technologies to better meet the needs of their customers

and the marketplace.

A 20 year marketer, Wilms has held executive product and

marketing leadership roles with some of the world’s best

known brands like eBay, PayPal, Citrix, PeopleSoft, and

agency George P. Johnson.

He is an avid writer, and is currently writing on Forbes and

other major media publication. He lives in the bay area

with a wife, two small boys and is currently seriously

considering getting a dog.

• Video of Todd Wilms' B2B Summit 2011 Session - How SAP replicated its successful social media practices across the globe –http://www.marketingsherpa.com/article/presentation/video-todd-wilms-b2b-summit

• Operationalizing Social Media: How SAP replicated its successful social media practices across the globe – http://www.marketingsherpa.com/video/social-media-todd-wilms

• B2B Summit 2011: 5 takeaways on social media, lead generation, building a customer-centric approach, and more –http://www.marketingsherpa.com/article/wrap-up/5-takeaways-on-social-media

• Social Media Marketing: How SAP identifies and replicates successful tactics across a global company– http://www.marketingsherpa.com/article/how-to/how-sap-identifies-replicates-successful

• Think Social, Act Personal – http://www.forbes.com/sites/sap/2013/01/21/think-social-act-personal/

• Who are the Best Marketers? –http://www.forbes.com/sites/sap/2013/04/22/who-are-the-best-marketers/

Further Resources

• 716,000 fans(combined)

The social DNA of SAP

• 270,000 followers • 553,000 followers (combined)

• 1.46 million video views

SAP Community Network:•2,500,000 members

•20,000 new posts per month•4,000 new blog posts per day

• 77,000 views

SAP Social Engagement in 2012:•140,000 likes, comments, retweets, etc.

•1,400,000 clicks

• 716,000 fans(combined)

The social DNA of SAP

• 270,000 followers • 553,000 followers (combined)

• 1.46 million video views

SAP Community Network:•2,500,000 members

•20,000 new posts per month•4,000 new blog posts per day

• 77,000 views

SAP Social Engagement in 2012:•140,000 likes, comments, retweets, etc.

•1,400,000 clicks

Facebook has 716,000 fans combined

• 716,000 fans(combined)

The social DNA of SAP

• 270,000 followers • 553,000 followers (combined)

• 1.46 million video views

SAP Community Network:•2,500,000 members

•20,000 new posts per month•4,000 new blog posts per day

• 77,000 views

SAP Social Engagement in 2012:140,000 likes, comments, retweets, etc.

1,400,000 clicks

SAP’s challengeUnderstanding how social media works around the world

Can’t be viewed in many areas of the world

There is a difference in promotions…

What it is you want to accomplish?

It comes down to empathy…

Where is your audience?

How do I engage with them?

SAP’s challengeUnderstanding how social media works around the world

ACT

LOCALLY

SAP’s challengeQuestion from #SherpaWebinar

Jeff

Any thoughts on how to drive email

newsletter sign-ups through social

media?

Activities that use social media, social softwareand social networks to enable the more efficient, effective and mutually useful connection between people, information and assets. These connections can drive business decisions, actions and outcomes across the enterprise.

What is social business?

– MIT Sloan School of Management

“”

SAP in Social Business

Sales team

“If you’re not there, someone else is taking your

customers from you.”– Todd Wilms

This allows teams to have impactful, late-stage conversation, enabling them to achieve greater results and engage

with more customers.

B2B Social Media: SAP Latin America boosts followers 900% [Part I]: http://bit.ly/164Qm2y

B2B Social Media: SAP Latin America boosts followers 900% [Part II]: http://bit.ly/13gyo8U

Case Study

SAP in Social Business

Sales teamSAP found by utilizing social business

techniques, customers are now more informed when they engage

with a sales person.

• SAP team focused on Slovakia Banking, which had its own social media presence with a small following

• Consolidated into a SAP Finance Channel to promote many conversations and cross-educate on topics

• Steering people away from “small microcosms” and toward broader communities

Example: SAP Slovakia Banking

Before:Overly specific, alienating and dividing audiences

After:Unifying, bringing in people

of diverse interests

Example: Latin America

SAP’s challengeEmpathy and Research

What is our goal?

What are we trying to do?

Where are we trying to grow?

Where are the people?

Example: Latin America

34 different social media accounts

with no real strategy

Language is important, not country

20% Promotional material vis-à-vis80% value added info

4 Facebook accounts 4 Twitter accounts

2 LinkedIn accounts

Consolidate to engage with a wider audience, create good content,

educate

24 accounts shut down over 6 months

No real strategy

Visit MECLABS.com/LG

Agenda Announcement

Todd WilmsHead of Social Strategy

SAP

Adriel SanchezVP, Demand Generation

SAP

Save $300Before July 31

www.act-on.com | @ActOnSoftware | #ActOnSW

Next Steps

Need it todayCall: 1 (877) 530-1555Email: sales@act-on.com

Sign up for a demo

www.act-on.com

Across SAP’s 233 global Twitter accounts, @SAPBrasil is ranked

number 10 in followers and engagement. @SAPLatinAmerica

is number 19.

Example: Latin America

Latin American subscribers to SAP’s internal social media

community has increased 25%.

A campaign featuring a social app targeting specific buying centers drove over 12,000 visitors and a

15% engagement rate.

Across SAP’s 112 global Facebook accounts, SAP Latinoamerica

ranks number four, and SAP Brasilranks number five.

RESULTS

For SAP Latin America, one year after implementing a formal social media strategy, the

metrics show the value in an organized social effort:

From February to December 2012, followers on external

social media sites grew from just over 10,000 to close to 95,000. That number is now

over 100,000, an overall lift of 900%.

Across the region, there is a 17% interaction rate.

Creative Sample: Pinterest

Know yourself

Sell up and down into the organization

Know that “social is not the answer to every

question”

Develop replicable best practices

Develop the framework for your programs

Develop the right goals and objectives

Sell up and down into the organization

Find your audience (social listening)

Set the right goals and set them early

Think “long-term” for social

Know that “social” is not the answer to

every question

Review your social history

The Lesson: Realistically gauge the resources you have and the resources you need before launching.

Review your history

Identify the right mix of

strategy, tactics and channels Learn from mistakes

Strategy

Replicate process everywhere

Guidance

Hands-on Approach

Prioritize Projects

Recruit Help

Adjust and focus programs that

have already been established

Produce a content strategy

and editorial calendar

Distribute legal and branding

guidelines

Devise a cohesive strategy

Identify the talents on your

team

Save your blueprint

Tweak/launch pilots

Social media is part of the self-educated customer

Shopping cart?

How do customers get to the shopping cart?

Offline

?

of the world’s athletic footwear

>86% >79%

of the world’s chocolate production

of the world’s motorcycleproduction

>82%households use energy more responsibly with Smart Grid solutions

>30,000,000people work more safely using People

Safety solutions

>2,000,000

>77%

of the world’s beer production

>50%

of the world’s packages couriered

Over 65,000 employees in 128 countries provide . . .

SAP customer facts…

55% of marketers said “Developing a methodical social

marketing strategy.”

Only 19% of organizations

have a formal process for developing a social strategy.

What are the most frustrating challenges to social media marketing effectiveness?

• 73% of sales reps who use social selling techniques met their quota in 2012, whereas “non-social” reps meeting quota ranged from 43% down to 15% (Aberdeen)

• Revenues from customers engaged in social communities are 19% higher than non-social customers (IDC)

Why is social media important?

Reach customers primarily through social means

No

Yes

NewlyYes

20%

18%

Rev

enu

es

Spen

din

g

Social selling attributed to …

McKinsey 2013 McKinsey 2013

38%

To make:

•47 products

•28 industries

•128 countries

successful in the social media world.

SAP’s challenge

Benefits of a Social Business Strategy

Effectively engage customers

Establish an efficient model

when, where and how they want

for engaging customers

Improve insightinto audience needs

Create mutually beneficiallong-lasting relationships

Time Warner drove a 605% increase in job seekers in just two months using social recruiting

(with Success Factors)

Starbucks drove 157,000 new

product ideas from its social

collaboration

Results of Social Business

Dell’s social-selling initiative drove

$200 million in new revenue in 18

months

Capital One drove time-to-service of its

supplier network from days to minutes

using collaborative networks

Company Outcomes

Digital culture across the

organization

Establish governance and

training for success

Identify “high-impact” areas of the business to focus for “quick

wins”

Define tools and technology to enable

transformation

More nimble, reactive

marketing organization

Relevant content creation and

dissemination