Operationalizing Social Media - How SAP Replicated its Successful - - PowerPoint PPT Presentation

Operationalizing Social Media - How SAP Replicated its Successful Social Media Processes Across the Globe

Todd Wilms

• Sr. Director, Social Media Audience Marketing, SAP

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55% of marketers said, “Developing a methodical social

marketing strategy.” Only 19% of organizations have a formal process for developing a social strategy. How SAP replicated its successful social processes across the globe.

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

It all starts with a story ...

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• f the world’s

athletic footwear

>86% >70%

• f the world’s

chocolate production automobiles manufactured per day

>77,000

households use energy more responsibly with Smart Grid solutions

>30 million

people work more safely using People Safety solutions

>2 million >72%

• f the world’s

beer production

>50%

• f the world’s

packages couriered

More than 54,000 employees in 128 countries provide…

SAP Customer Facts…

@socialb2p

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• 83,000 fans
• 250k page views in

2011

• 110% increase YoY in

fans

• 11,500 followers
• 600% increase

YoY in fans

• 36,000 video

views in 2011

• 70,000 followers
• 178,000 page

views in 2011

SAP Community Network:

2.5M members 20k new per month 4,000 new blog posts per day

The Social DNA of SAP

@socialb2p

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SAP’s challenge

Making 47 products and 28 industries in 128 countries successful in the social media world

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Step 1: Review your social history

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Develop THE framework for your programs

• 1. Know yourself
• 2. Develop the right goals and objectives
• 3. Find your audience (a.k.a. social listening)
• 4. Set the right metrics and set them early
• 5. Think “long-term” for social
• 6. Sell up and down into the organization
• 7. Know that “social is not the answer to every question”

Step 2: Develop replicable best practices

@socialb2p

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Step 3: Tweak/launch pilots

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Step 4: Replicate process everywhere

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Results

Metrics

• 1576 Twitter followers
• 7,500 monthly page

views

• Brand stats (slide 4)

Anecdotal

• Interviews with NYT,

WSJ, BusinessWeek, Forbes, CFO, etc.

• “You are the ‘video

guys’”

• Lunch and Learn

network

• Personal requests

Repeatable

• Blogging Playbook
• Listening Playbook
• Content Playbook
• Two new Pilots

@socialb2p

Thank You!

Todd Wilms , Sr. Director, Social Media Audience Marketing, SAP Email (72 hours): t.wilms@sap.com Twitter: @socialb2p Blog: www.socialb2p or blogs.forbes.com/sap