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

What are the most frustrating challenges to social media marketing effectiveness? 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. 2

It all starts with a story ...

SAP Customer Facts… More than 54,000 employees in 128 countries provide… > 50% > 72% > 70% > 86% of the world’s of the world’s of the world’s of the world’s packages couriered chocolate production beer production athletic footwear > 77,000 > 30 million > 2 million households use energy people work more automobiles more responsibly with safely using People manufactured per Smart Grid solutions Safety solutions day @socialb2p 4

The Social DNA of SAP • 36,000 video • 11,500 followers • 83,000 fans • 70,000 followers views in 2011 • 600% increase • 250k page views in • 178,000 page YoY in fans 2011 views in 2011 • 110% increase YoY in fans SAP Community Network: 2.5M members 20k new per month 4,000 new blog posts per day @socialb2p 5

SAP’s challenge Making 47 products and 28 industries in 128 countries successful in the social media world 6

Step 1: Review your social history 7

Step 2: Develop replicable best practices 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” @socialb2p 8

Step 3: Tweak/launch pilots 9

Step 4: Replicate process everywhere 10

Results Metrics Repeatable Anecdotal  1576 Twitter followers • Blogging Playbook • Interviews with NYT, WSJ, BusinessWeek,  7,500 monthly page • Listening Playbook Forbes, CFO, etc. views • Content Playbook • “You are the ‘video  Brand stats (slide 4) • Two new Pilots guys’” • Lunch and Learn network • Personal requests @ socialb2p 11

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