Yolton mark going beyond social media to social business

CONFIDENTIAL

Mark Yolton | SVP of Digital, Social, and Communities at SAP

2013 Social Media Strategies Summit – Las Vegas

Going Beyond Social Media to Social Business

© 2013 SAP AG. All rights reserved. 2

About SAPOur Vision: To help the world run better and improve people’s lives


About SAPThe world’s leading provider of enterprise application software

232,000customers

180+countries

65,667employees

€16 Billionrevenue

The Social Business Imperative


Social media is central to the B2B decision journey

1 Social Technographics for Business Technology Buyers (Forrester 2011)

2 Corporate Executive Board study (2011)

3 PJA Social Media Index (2011)

86%of B2B tech buyers

engage in social activity for business

purposes1

60%of B2B purchase

decisions are made before speaking to a

vendor2

1.5xIT buyers trust social media 1.5x more than

any other content source3


Information sources for B2B buyers


The sales journey is no longer linear…It is more like “Chutes and Ladders”

Print Ad

Web Search

.com

.com

.com

.com

Analyst report

SAP Consultant

SAP Salesperson

SAP Salesperson

.com


The State of Social Business Adoption *

52% of executives say that social business is important to their companies today. 86% says it will be vital in three years.

- MIT Sloan Management Review 2012 Social Business Global Executive Study.

* Source: Dion Hinchcliffe, Zdnet, Nov. 2012

http://sloanreview.mit.edu/feature/social-business-value/

Transformation at SAP


SAP’s 2015 Goals


SAP Marketing – Five Pillars of Transformation

2. Humanize the SAP Brand

5. Tighten Links to the Business

4. Develop “Pull” Marketing

3. Invest in People

1. Simplify Marketing

Amplify Voice of the Market


Social Networking and the Future of Business

"We've made big bet on social at SAP. We infuse social in everything we do, from how we decide what solutions to build, to how we market/sell them, to how we support customers after sale. ... I'd go so far as saying the 'S' in SAP now stands for social.“

- Jonathan Becher, CMO, SAP

“Social networking will revolutionize business interactions, just as the Internet revolutionized retailing more than a decade ago. And the result will be a game-changing surge in innovation and productivity and a big leap forward in job creation and new growth opportunities.”

- Jim Hagemann Snabe, Co-CEO, SAP


Social Business at SAPEmbedding social into everything we do

SALES

Social Selling

HR

Social Recruiting

BUYING

Social Procurement

SUPPORT

Social Customer Service

MKTG

Social Marketing

CHANNEL

Social Ecosystem

PRODUCT

Social Product

Feedback


An emphasis on pull (vs. push) marketing

Source: Three Wings Media


Push vs. Pull Marketing

This is not “either/or”. The goal is to achieve a balanced model.

Push Marketing promotes unsolicited messages based transactional relationships

1-way communication

Unsolicited: Direct mail, TV/Radio ads, Cold calls

Promotional content

Interrupts

$346 avg cost/lead*

Pull Marketing nurtures a long-term relationship with the customer on their terms

2-way dialogue

Sought out: Social media, blogs, SEM/SEO, 3rd party websites

Value-added content

Engages

$135 avg cost/lead*

* Source: Hubspot.com


We need to be where our buyers are with relevant, engaging content

Pull

Marketing

Source: Sirius Decisions


Get Shared(Social)

Get Leads(Conversion)

Get Found(SEO/SEM) Effective Content

• Tells a story• Is authentic - no marketing spin!• Integrates 3rd party contributors• The right content, to the right person, at right time, through the right channel

Why is content important?

@BrennerMichael


of the world’s athletic footwear provided

>86% >70%

of the world’s chocolate production

automobiles manufactured per day

>77,000households use energy more responsibly with Smart Grid solutions

>30 millionpeople work more safely using People Safety solutions

>2 million

>72%

of the world’s beer production

>50%

of the world’s packages couriered

Over 65,000 SAP employees in 130 countries provide . . .

Example: Storytelling using SAP “fast facts”

How SAP Leads & Participates


Digital, Social, and Communities at SAP

Digital Social Communities


SAP Community Network


2 millionunique visitors each month

700+community moderators

46%net promoter score (NPS)

400+SCN topic spaces 750

blogs per month

230+countries & territories

12 millionSCN newsletters delivered in 2012

155 millionpage views in 2012

30,000contributors in 2012


Value delivered to SAP customers

Speed – solve challenges faster, and accelerate execution through access to technologies, models, and a network of experts

Efficiencies – reduce TCO resources, time cycles, and financial investments, by re-using proven, existing experiences and solutions

Impact – drive higher quality outcomes and better business results, by leveraging the community and known best practices, and build reputation as you contribute your knowledge and experiences to help others succeed

Insight – benefit from collective wisdom to innovate and differentiate, while gaining a broader perspective, while expanding your own knowledge and expertise


SAP MentorsExpert influencers fuel and guide the community


SAP Community Events: SAP TechEd“Annual Family Reunion” & Physical Manifestation of Virtual Community


SAP TechEd 2012 Social Media Results

#SAPTechEd Tweets34,088 > 35% increase

Generation by Non-SAP Employees90% > 5% increase

# Facebook Posts253 > 34% increase

# Blog Posts463 > 27% increase

Total ImpressionsOver 81M > 67% increase

Through December 31, 2012. All comparison to SAP TechEd 2011 results


SAP in social media

www.sap.com/social


Established reach and engagement

28

1M Fans

16.5M Video Views

1.5BImpressions*

6.2MClicks*

700K“SAP” Mentions*

*2012

SAP Community and Social Media Performance

“SAP has quietly built a B2B social media juggernaut...” –Drew Neisser, Fast Company

“SAP is a community superstar and one of the highest-scoring brands ...” – Comblu, State of Online Branded Communities, Nov 2012


SAP.comOur flagship web property

50M+ visitors in 2012

70 countries

40 languages

590,000 online leads to support SAP sales teams


SAP.comReinventing the corporate website

SAP aspires to be the most socially enabled, socially active, and socially integrated company in the world, to the benefit of our customers, partners, and others who choose to engage with us.

Our strategy is based on these principles:• Become the first corporate technology site that helps

customers navigate the social ecosystem while contributing to the community at the same time

• Provide holistic SAP solution overviews and content across both SAP and user-generated sources


Coming soon: Social media integration on SAP.com

Communities linkLink moved from the footer to the header

Community Hub Page

Single and simple community and social media hub experience

Top SCN posts

Live Twitter feeds

SAP’s Official Social Media Channels


How we measure success

Awareness: Amplifying our messaging and content to prospective customers via social technologies. Examples include:• 500 million SAP impressions driven via search engines

• 1 million fans on Facebook and Twitter

• 2 million unique visitors per month to SAP Community Network

Engagement: Developing a 2-way dialogue with prospects during their buyer’s journey • 155 million page views on SAP Community Network

• 30,000+ contributors on SAP Community Network

• 6.2 million clicks to SAP online experiences via social media

Conversion: Converting website visitors into sales leads• 1.3 million people registered online on SAP.com

• SAP “Test Lab” improves digital conversion rate by 27% with budget savings of 20%


Creating a social culture

Training & Internal Consulting

Policies & Governance

Tools & Infrastructure

Evangelizing the Vision

Employees


Integrating social media globally across SAP Marketing

Social Media Office Hours North America regionCreated weekly virtual “office hours” to train marketers on how to integrate social media into campaigns

Results:• Social media campaigns increased 10X• 75K clicks to SAP content via social

media• Program syndicated globally across SAP

Partner EnablementEurope, Middle East & AfricaEstablished an SAP Partner Portal with timely educational content on how to use social media to grow their business

Results:• 4,000+ partners engaged• B2B Marketing Award winner (2011)• Program being adapted in APJ and

North America

Localized SCN CommunitiesLatin AmericaRe-launched existing but stagnant Spanish and Portuguese communities on SCN

Results:• Recruited over 50 ambassadors to

contribute to the community• # of followers increased by 50% in first

3 months

Pull Marketing OptimizationChina (part of Asia Pacific Japan)Expanded all inbound tactics (phone, teleweb, email) and streamlined/improved processes to optimize leads and conversion

Results:• # of Marketing Generated Opps (MGOs)

from inbound increased 5X• Syndicating program across APJ

Paving the Road Ahead


SAP thought leaders – New voices for new audiences

Over 3.5M pages of SAP authored content was viewed on Forbes last year alone. Top post ~.75M

SAP now has over 100 employees who blog for SAP as part of their core responsibilities. Up from 15 in 2011.

CIO and CMO consistently on “Top Social C-Suite” Lists

SAP spoke in front of 30k attendees from 10 separate global locations for SMW 2012


Outside-In crowdsourced product feedbackIdea Place on SAP Community Network

Objective

• Enable customers and partners to submit product ideas, collaborate on and vote for ideas, and connect with the teams that build SAP products, solutions or services.

Results to date

• 11,500 ideas submitted

• 9,000 comments

• 50,000 votes

• 350 delivered ideas

RANKED(by votes)

100x customers = 1 idea

Top 10 by votes(implement)

Provide status updates on the rest of the ideas

Ideas


Accelerating our product strategySocial and web impact on SAP HANA

350K HANA blog views

36K views 32K views

7MSocial impressions

78KClicks to HANA content

1.2M cumulative visits to HANA web content

182%Growth in HANA Social Followers

Social

Web

SAP.com SAPHANA.com SCN


Social-first product launchesSAP Business Suite on HANA

Digital, Social, and Communities leads the way• Social First Traditional Demand Gen Second

Moving from “Channel”…• “What is your Twitter strategy?”

• “Make sure you keep the Social team in the loop!”

… to Leadership• Faster to market

• Quicker response time

• “Social” is embedded in everything


SAP Jam The first social platform that brings together people, content, data, and process to get work done

On a secure social foundation• Single, secure social foundation• Seamless experience for every business person

• In your business processes• With your applications, data, and content• With customers, suppliers, and employees

Where you work

• Business critical problem solving• Enabling better performance• Real time and mobile

To drive results

Social collaboration:

www.sap.com/jam


Social selling

Listening

Prospecting

Leveraging your partners Competitive research

Building stronger relationships with your customers

Building your reputation

€

Be known for what you know…not what you sell


6 Trends in Social Business

1. Social is not a standalone app It will be seamlessly embedded into applications & daily work

2. Vendor consolidation continues

3. Gamification gets serious

4. The “social” prefix will disappear

5. ROI moves from “ego metrics” to business results

6. Customers define your brand

Social Business is no longer optional

Social Business Business

Key points


To recap

Social business is an imperative

SAP is transforming itself and putting social business into action

Real business value can be achieved

We are only scratching the surface


People have always been social. Business is just catching up.

Artist: Elmer Parolini

Mark YoltonSVP, Digital, Social, and CommunitiesSAP Marketingwww.sap.comhttp://scn.sap.com

http://linkedin.com/in/markyolton

[email protected]

@markyolton

http://scn.sap.com/

http://scn.sap.com/

http://scn.sap.com/

http://linkedin.com/in/markyolton

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Yolton mark going beyond social media to social business