Ideally, in a personal selling situation, you’ll hear the words: “Can I help you?” Or, some kind of variation on that theme to start a conversation. And yet, online where we have so many opportunities to start a conversation that way, we often choose to stampede into a potential customer’s life, effectively shouting: “10% off if you buy within the next 5 nanoseconds!” Or, some kind of variation on that theme. The sad truth is, most marketing and sales teams have tons of content for late stage offers and negotiations that they force into the process way too early. And yet so little to start a conversation much earlier on the path to purchase. Don’t start your relationship and brand building activities with the price of everything: start with the value. Don’t wait until, the last minute to communicate with potential customers, be there in the early stages to provide help, not hype, to create that longer-lasting brand affinity. Presentation by: Crispin Sheridan - VP, Digital & Social Optimization, SAP Mike Grehan - CMO & Managing Director, Acronym

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INTELLIGENCE
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BUILDING BRAND AFFINITY:
STOP SELLING, START HELPING.
Crispin Sheridan | Vice President, Digital & Social Optimization
Mike Grehan | CMO & Managing Director

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What do you mean?

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Machine Learning & AI

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Query expansion techniques
semantically tagging search queries
Query chains
Matching click graph curves with
user behavior

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SEE/The total addressable audience:
potential customers within the entire
marketplace.
THINK/The actively interested audience:
Potential customers actively researching
solutions.
DO/The decision focused audience:
Potential customers ready to make a
purchase decision.

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22. SAP 2017: Unlocking Value
Crispin Sheridan, Vice President, Digital & Social Optimization
Experiential Marketing & Strategic Programs, SAP Global Marketing, New York
March 2017
Public

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SAP Today
Annual revenue (IFRS) of € 16,22 billion
• More than 261,000 customers in 188 countries
• More than 84,000 employees >120
nationalities
• A 44-year history of innovation and growth
Search managed centrally
SEO: 70+ countries
SEO / PPC Synergy
SAP.com On Site Search 500,000 pages
Cross Channel Attribution
SAP – THE Cloud Company
Powered by SAP HANA

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>86%
of the world’s
athletic
footwear
provided
>50%
of the
world’s
packages
couriered
>70%
of the world’s
chocolate
production
>30 million
households use
energy more
responsibly
with Smart
Grid solutions
>77,000
people work
more safely
using People
Safety
solutions
>2 million
people work
more safely
using People
Safety
solutions
SAP Customer Facts…

25. 2016 Highlights
34%
Increase in
Online Registrations

26. 2016 Key Wins
• Influenced The Top of the Funnel
Increasing
“What is”
Keywords
TOP 5 “what is” keywords
2015 2016 Growth
what is sap
hana
836 1,545 85%
what is sap crm 41 430 949%
what is hana 33 346 948%
what is erp 85 305 259%
what is sap s/4
hana
2 149 7350%
SEE
Awareness
THINK
Consideration
DO
Transaction

27. 4X Registrations by 2020

28. UNIFIED KEYWORD STRATEGY
• A unified keyword strategy improves the likelihood of ranking well with search engines through
the focusing of all online content intently on your most important keywords.
Solve
Customer
Problems
by
Addressing
SEE STAGE
Discover Low
hanging fruit
with Striking
Distance
Keywords and
CTR
Optimization
Optimize paid
and organic
search in
synergy

29. Closing Content Gaps

30. How?
• Solving customer
problems (“I want
to know moments”)
will lead to
increased awareness
and registrations
across SAP.com
“What is crm”

31. CONDUCTOR: WHERE ARE OUR CONTENT GAPS?
Used Content
Mapping to identify
HUGE gaps in the
SEE Stage. To hit
20120 goal, SAP
will need to focus
on “I want to
know” moments

32. VOICE SEARCH WILL MAKE UP 50% OF QUERIES BY 2020
SAP can maximize the potential with first
mover advantage.
Currently, voice search drives over 25% of
queries in search online and expected to
exceed 50% by 2020
Voice Search Rate Aggregate Volume (Monthly)
Annual Potential Impact
(Clicks)
25% 125,000 200,000
~50% ~250,000 ~400,000
* Number of searches refers to keywords related to known SAP relevance in search.

33. DOMINATE QUESTION BASED SEARCH
• Ensure SAP.com owns the answer box
through organic optimization.
Voice Search Rate
Number of
Searches *
Aggregate Volume
(Monthly)
Potential Clicks
Annual Potential
Impact (Clicks)
25% 500 125,000 15,000 200,000
~50% ~1,000 ~250,000 ~30,000 ~400,000
* Number of searches refers to keywords related to known SAP relevance in search.
Nearly half a million searches will be impacted
by Answer Box results by 2020.

34. Striking Distance
• Thousands of
Keywords rank in
striking distance.
Move up 1 position
will generate 30%
More Leads

35. MAKING IT EASIER FOR CONTENT OWNERS TO THINK SEO
Identify thematic
opportunities
Both Page or Keyword
level views
Find
content
wins
Explore
topics by
Intent
Find
content
gaps
Project
impact

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Customer Consumer Shopper

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There will be a natural shift from search engine optimization (SEO)
to Content Experience Analyst (CEA). The role will become more
focused on identifying and fulfilling content gaps to provide a more
useful experience and more extensive visibility and touch-points on
the end user path to purchase.

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http://bit.ly/2lO6LYA http://bit.ly/2mzCTMw http://bit.ly/28O5Gu5

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