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Solution in Detail © 2013 SAP AG or an SAP affiliate company. All rights reserved. Media and Marketing Social Media Analysis and Audience Engagement Executive Summary Solution Overview Contact Us © 2013 SAP AG or an SAP affiliate company. All rights reserved.

Social Media Analysis and Audience Engagement

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Today’s companies operate in a changing environment where customers can access content from multiple devices and distribution channels. In such a world, it is more important than ever to connect with customers wherever possible to best understand their evolving tastes and preferences. Through social media, companies can listen, monitor, and engage directly with consumers to build closer relationships and create brand advocates that attract new audiences.

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Page 1: Social Media Analysis and Audience Engagement

Solution in Detail

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Media and Marketing

Social Media Analysis and Audience Engagement

Executive Summary Solution Overview Contact Us

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Page 2: Social Media Analysis and Audience Engagement

2 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

Analyze Social Media and Engage Customers

The emergence of social media has started a

new kind of conversation among consumers

and companies, challenging traditional ideas

while creating new opportunities for organizations

to understand consumers and connect with

them more effectively than ever before.

Social media platforms like Twitter and Facebook

have become the new virtual water cooler for

today’s connected consumers. Media compa-

nies, advertisers, and agencies alike can now

leverage data from social media platforms to

gain real-time insight into areas such as viewer-

ship data and sentiment analysis regarding

both content (for example, TV shows) and

advertising.

In real time, companies can now analyze

behavior and emotions, track trends, and

compare sentiment across multiple topics.

Companies can also use social and enterprise

data to respond to messages in real time and

develop complete social profiles and histories

that provide a better understanding of con-

sumers in general. Companies can even

provide consumers a more engaging content

experience through second screen applications.

Today’s companies operate in a changing environment where customers can

access content from multiple devices and distribution channels. In such a world,

it is more important than ever to connect with customers wherever possible to

best understand their evolving tastes and preferences. Through social media,

companies can listen, monitor, and engage directly with consumers to build closer

relationships and create brand advocates that attract new audiences.

Consumer Experiences

Audience Engagement

SAP Innovations

Social Conversations

Executive Summary Solution Overview Contact Us

Page 3: Social Media Analysis and Audience Engagement

3 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

By listening to, monitoring, and engaging

directly with customers through social media,

today’s organizations have a unique opportunity

to build closer, long-lasting relationships and

to create loyal brand advocates.

Collaborate with key stakeholders to increase

speed to market and optimize decision-making

processes.

Listen to consumers in social media to monitor

perceptions about brands and companies.

Analyze trends in consumer sentiment

that affect reception and demand. Raise

customer satisfaction to create new marketing

opportunities and brand advocates.

Identify voices with the greatest influence and

quickly spot emerging influencers to fine-tune

market segmentation.

Position products and services for greatest

engagement and track the evolution of cam-

paigns as language and perception come

increasingly under audience control.

Integrate with customer relationship manage-

ment functionality to deliver full histories to key

stakeholders and optimize decision-making

processes.

Deliver Engaging Social Experiences to Consumers

By delivering engaging social experiences, organizations can build lasting relation-

ships that connect customers more effectively to their content and companies.

And with customers taking the time and trouble to interact more often, companies

can collect valuable data that provides improved visibility into what customers feel

about their brand and the products and services they deliver.

Best-Run Media

Consumer Experiences

Audience Engagement

SAP Innovations

Social Conversations

Executive Summary Solution Overview Contact Us

Page 4: Social Media Analysis and Audience Engagement

4 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

SAP software helps companies gauge sentiment and perception about brands,

products, and services to better understand customers. This makes it possible to

deliver engaging experiences while supporting a 360-degree view of the customer

across social and enterprise data. Companies can streamline marketing processes

by connecting all relevant stakeholders – while leveraging tools to accelerate and

capture business-critical decisions and drive better results.

Understand Customers and Streamline Marketing

Uncover trends in consumer preferences and quantify market perceptions about products,

services, and companies

Track the success of social media in marketing campaigns and extract insights from users’

postings

Listen to and engage with customers where they congregate – and take corrective action to

improve customer satisfaction where relevant

Facilitate effective marketing collaboration across dispersed teams using the SAP Jam social

software platform to keep critical information in one place

Enable more targeted discussions, quicker decision-making, and faster turnaround times with

tools that facilitate communication

19% Higher sales achievement

where sales and business

development adopt

collaborative opportunity

management

Source: SAP Performance

Benchmarking

Consumer Experiences

Audience Engagement

SAP Innovations

Social Conversations

Executive Summary Solution Overview Contact Us

Page 5: Social Media Analysis and Audience Engagement

5 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

The SAP Social OnDemand solution and the

SAP Social Media Analytics application by

NetBase are cloud-based solutions that enable

marketers to engage customers through social

media channels such as Twitter and Facebook.

Using these solutions, marketers can access

key customer and marketing insights by viewing

enterprise data and social media data together

on a single screen. This enables real-time

insight into the key trends and hot topics that

are being discussed by your customers.

By linking to SAP Jam from within the SAP

Customer Relationship Management (SAP

CRM) application, marketers can also improve

collaboration, productivity, and decision

making. Leveraging cloud-based functionality

allows access from inside or outside a

company’s firewall so users can communicate

with ease – whatever their location. For

marketers, this is a critical feature because

most marketing processes involve working with

outside vendors and partners on the execution

of marketing activities.

SAP Innovations

To help media companies run more effectively in a highly competitive and rapidly

evolving business landscape, SAP solutions integrate easily with cloud tech-

nologies, such as social media Web sites. This enables companies to engage

customers through social media channels. Cloud-based access to the SAP Jam

social software platform, meanwhile, enables secure information sharing about

marketing processes.

Consumer Experiences

Audience Engagement

SAP Innovations

Social Conversations

Executive Summary Solution Overview Contact Us

Page 6: Social Media Analysis and Audience Engagement

6 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

Manage the Social Channel and Collaborate Better

Social Media Analysis and Engagement

Listen to, monitor, and engage with customers through social media to build closer

relationships and create brand advocates.

Marketing Collaboration with SAP Jam

Collaborate with key stakeholders to increase speed to market and optimize decision

making.

Social Media Analysis

Solution Overview

Audience Monetization

Marketing Collaboration

Why SAP?

Executive Summary Solution Overview Contact Us

Page 7: Social Media Analysis and Audience Engagement

7 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

Listen to customers through

social media and join the

conversation to facilitate

interaction and influence

opinion.

Social Media Analysis and Audience Engagement

Social Media Analysis

Solution Overview

Audience Monetization

Marketing Collaboration

Why SAP?

Executive Summary Solution Overview Contact Us

Purchasing

Finance

Legal

Social Media Analysis and Engagement Marketing Collaboration with SAP Jam

Sales/Partners

External

Vendors

Marketing Analyst/

Optimization Expert

Marketing Planner/

Program Manager

Develop Social

Engagement

Plan

Analyze

Customer

Sentiment

Collaborate

within All

Marketing

Processes

with Internal and

External

Stakeholders

Customer Engage Through

Social Channels

Page 8: Social Media Analysis and Audience Engagement

8 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

Social media analysis software from SAP

allows marketers to perform sentiment analysis

by leveraging data on social media platforms.

Powerful natural language processing provides

an understanding of customer behavior and

brand performance, as well as identifying areas

for improvement.

Social media engagement software enables

marketers to listen to their customers on social

media, respond to messages in real time, and

develop a complete social profile and history

to understand the full context of customers

across social and enterprise data.

Social media analysis software helps

media companies gauge sentiment

related to topics on social media sites.

Social media engagement tools enable

media companies to listen to and

engage with customers on social media.

Social Media Analysis and Engagement

Capabilities

Benefits

SAP Innovations

Solution Overview

Social Media Analysis

Executive Summary Solution Overview Contact Us

Page 9: Social Media Analysis and Audience Engagement

9 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

Social media analysis software allows

marketers to leverage data on social media

platforms – such as Facebook and Twitter,

blogs and forums, and news, shopping, and

review sites – to gain a picture of brand

performance. Marketers can analyze behavior

and emotions in real time, track trends, and

compare sentiment across multiple topics.

Powerful natural-language processing helps

deliver deeper insights by recognizing slang

terms, phonetic alternative spellings, common

shorthand, and misspellings to understand the

“what” and “why.”

Social media engagement software delivers

a prioritized list of key customer messages,

detecting sentiments and keywords, and

uncovering trends. It also enables marketers

to respond to messages in real time across

Facebook and Twitter channels by providing

support for routing, and assigning, escalating,

and organizing messages. An integrated

knowledge base provides a complete history of

social interactions, providing a 360-degree view.

Deliver Engaging Social Conversations

Capabilities

Benefits

SAP Innovations

Solution Overview

Social Media Analysis

Executive Summary Solution Overview Contact Us

Page 10: Social Media Analysis and Audience Engagement

10 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

With SAP software for social media analysis,

organizations can discover insights and

uncover trends in consumer preferences.

Quantify market perceptions about products,

services, and companies, track the success of

social media in marketing campaigns, and

extract insights from users’ postings – including

likes and dislikes, behavior, and intensity of

buyers’ emotions. In this way, marketers can

achieve a thorough understanding of the

company’s social presence as perceived by

all stakeholders.

SAP software for social media engagement

allows companies to deliver a great customer

experience by listening to and engaging with

their customers where they like to hang out.

Companies can stay informed about critical

messages, enabling them to take corrective

action to improve customer satisfaction. And

they can collaborate with colleagues in their

team or across the organization to resolve

issues efficiently and effectively.

Gauge sentiment and perception about

brands, products, and services. Deliver

engaging experiences and enable a

360-degree view of the customer across

social and enterprise data.

Understand Customers and Deliver Great Experiences

Capabilities

Benefits

SAP Innovations

Solution Overview

Social Media Analysis

Executive Summary Solution Overview Contact Us

Page 11: Social Media Analysis and Audience Engagement

11 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

Insert

image #

here

The SAP Social OnDemand solution and the

SAP Social Media Analytics application by

NetBase are cloud-based solutions that enable

marketers to engage customers through social

media channels such as Twitter and Facebook.

Innovations for Social Media Analysis and Engagement

Marketers can get key customer and marketing

insights by viewing enterprise data along with

social media data, together on one screen.

This enables real-time insight into the key

trends and hot topics that are being discussed

by your customers.

Integrate easily with cloud technologies,

such as social media Web sites, engag-

ing customers through social media

channels.

Capabilities

Benefits

SAP Innovations

Solution Overview

Social Media Analysis

Executive Summary Solution Overview Contact Us

Page 12: Social Media Analysis and Audience Engagement

12 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

SAP software for customer relationship man-

agement enables collaboration using the

SAP Jam social software platform. Feeds from

SAP Jam display within the CRM solution, so

the user can track the latest discussions and

decisions. Features such as document sharing,

team polls, secure groups, visual screen area

highlights for comments, notifications, recom-

mendations, links, and tasks are also included.

Reasons for decisions are logged and shared

easily. Plans and presentations are shared and

approval processes accelerated. Employees

are more effective in their daily work, as they

are no longer working in silos.

Make timely and informed decisions by

collaborating with internal and external

stakeholders. Share and review

marketing project documents and

receive instant information feeds from

team members.

Marketing Collaboration with SAP Jam

Capabilities

Benefits

SAP Innovations

Solution Overview

Marketing Collaboration

Executive Summary Solution Overview Contact Us

Page 13: Social Media Analysis and Audience Engagement

13 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

The SAP Jam social software platform allows

marketers to:

Connect with colleagues across functions

and regions to improve communications and

share best practices

Accelerate project execution by centralizing

discussions, building consensus, and driving

informed decisions

Collaborate externally with third-party

vendors such as agencies

Integrate with SAP CRM to incorporate dis-

cussions, information, and knowledge sharing

into marketing processes without the need

to duplicate information. Create groups to

collaborate closely with internal colleagues

and external third parties on marketing plans,

campaign development, and selection of target

groups.

Marketers can view the latest updates for all

people, groups, and marketing processes they

are following via feeds on their home pages.

Share documents, multimedia files, recommen-

dations, and URLs. Poll group participants to

get a quick response to a closed question

regarding marketing processes.

Effective Marketing Collaboration

Executive Summary Solution Overview Contact Us

Capabilities

Benefits

SAP Innovations

Solution Overview

Marketing Collaboration

Page 14: Social Media Analysis and Audience Engagement

14 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

Most companies still lack effective communi-

cation across departments and geographies.

Marketing collaboration using SAP Jam helps

to reduce these boundaries and to enable

participants to work effectively as a team.

Having information in one place enables trace-

ability and makes it easier for all group members

to find what they need. They don’t waste time

searching through e-mail correspondence for

information and making phone calls to find out

what was said previously.

Links to specific areas of documents allow

users to communicate precisely about contents,

enabling more targeted discussions. And, with

faster turnaround times for discussions leading

to quick decisions, employees are more

productive.

Streamline marketing processes by

connecting all relevant stakeholders.

Leverage tools to accelerate and

capture business-critical decisions

and drive better results.

Streamline Marketing Processes and Optimize

Decision Making

11% Higher sales achievement

for top 25% of organizations

compared to average

organizations

Source: SAP Performance

Benchmarking

Executive Summary Solution Overview Contact Us

Capabilities

Benefits

SAP Innovations

Solution Overview

Marketing Collaboration

Page 15: Social Media Analysis and Audience Engagement

15 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

Insert

image #

here

By linking to SAP Jam from within SAP CRM,

marketers can leverage valuable features that

help them improve collaboration, productivity,

and decision making.

Innovations for Marketing Collaboration with SAP Jam

Cloud-based functionality allows users to sit

inside or outside a company’s firewall, enabling

them to communicate with ease – whatever

their location. For marketers, this is critical

because most marketing processes involve

working with outside vendors and partners on

the execution of marketing activities.

Cloud-based access to the SAP Jam

social software platform enables secure

information sharing about marketing

processes.

66% Expect greater flexibility and

agility from cloud computing

to be a business advantage

Source: SAP Performance

Benchmarking

Executive Summary Solution Overview Contact Us

Capabilities

Benefits

SAP Innovations

Solution Overview

Marketing Collaboration

Page 16: Social Media Analysis and Audience Engagement

16 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

Audience Monetization Value Map

Joint the social media

conversation and influence

opinion.

Social Media Analysis

Solution Overview

Audience Monetization

Marketing Collaboration

Why SAP?

Executive Summary Solution Overview Contact Us

Customer Insight and

Segmentation

Personalized

Real-Time Marketing

Multichannel Campaign

Management

Social Media Analysis

and Engagement

Marketing Collaboration

with

SAP JAM

Cross-Platform

Advertising Sales with

Mediaspectrum

Cross-Platform

Advertising Production

with Mediaspectrum

Customer and

Service Usage

Analytics

Social Media

Analysis and

Audience

Engagement

Cross-Platform

Advertising

Page 17: Social Media Analysis and Audience Engagement

17 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

Why SAP?

With SAP software, companies can gain unprecedented customer insight and make

real-time, in-context offers that help build lasting relationships. Consistently delight

customers across channels and create an agile marketing organization that reacts

quickly to market opportunities.

Tightly Integrated Solution

SAP offers cross-channel integration to orchestrate customer interactions across organizations.

Closed-loop marketing processes provide comprehensive automation – from planning,

development, and execution, to performance measurement.

Leveraging Breakthrough Innovations

SAP solutions are built on market-leading technologies such as in-memory computing, mobile

technology, advanced analytics, and cloud solutions. They empower marketers with real-time

insights, optimized decision making, and quick execution.

Proven Time to Value in Large-Scale Implementations

Innovative marketers are choosing SAP to help transform their organization, gaining

unprecedented customer insight, engaging with relevancy, and improving the agility required to

respond effectively to opportunities wherever and whenever they may emerge.

Social Media Analysis

Solution Overview

Audience Monetization

Marketing Collaboration

Why SAP?

Executive Summary Solution Overview Contact Us

Page 18: Social Media Analysis and Audience Engagement

18 / 19 © 2013 SAP AG or an SAP affiliate company.

All rights reserved.

Benchmark Your Performance

Position your organization for dominance in this new economy with the business performance

benchmarking program from SAP – available free to SAP customers and select prospects.

The SAP benchmarking program has helped more than 3,000 organizations assess their

strengths, uncover areas for improvement, and identify best practices and IT strategies that

generate clear, tangible value – not someday, but today.

Go Live in Weeks

Here’s the fastest way to run your business better: our rapid-deployment solutions. In one

package, you get everything you need to be up and running quickly – including preconfigured

software and implementation services – in just weeks. With a defined scope and predictable

costs, there are no surprises.

Join Your Community of Practices

Every day, SAP Community Network (SCN) changes the way that thousands of SAP users work.

It lets members help one another solve problems, learn, and invent new ways to get things

done – faster. Find out how to connect with people, content, and resources.

Find Out More About How Your Organization Can

Become Best-Run

Visit valuemanagement.sap.com >>

Visit sap.com/solutions/rds >>

Visit scn.sap.com >>

Executive Summary Solution Overview Contact Us

Page 19: Social Media Analysis and Audience Engagement

Solution in Detail

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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Media and Marketing

CMP 24988 (13/04)

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

Executive Summary Solution Overview Contact Us

Page 20: Social Media Analysis and Audience Engagement

© 2013 SAP AG or an SAP affiliate company. All rights reserved.

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