Is social media a revolution or just another channel? In this presentation, Michael Brenner, Director of Online and Social Media Marketing, SAP Americas shares his tips for how to integrate social media into your marketing mix.

1. Michael Brenner
Director, Online and Social Media - SAP Americas

3. What is Social Media?
“Social media: …the use of web-based
technologies to transform and broadcast
media monologues into social media
dialogues…and transform people from
content consumers to content producers.”
~ Wikipedia

4. Social Has Taken Over
Bigger than email… Bigger than search...

5. “Social Networks have existed for as long as we have.”
~ Paul Adams, Google: The Real Life Social Network

6. What is the Impact on Purchase Behavior?
DEI Worldwide/OTX ”The Impact of Social Media on Purchasing Behaviour”

7. @DellOutlet drives sales with Twitter. Can you?

8. Objectives of Online Media vs Social Media:
1. Drive Leads, Sales Pipeline, Revenue
2. Increase prospect “engagement”?

9. The Scream explained by Paul Wineguy

10. ~ Paul Adams, Google: The Real Life Social Network

11. “Social networking is a means to an end. You need to understand what the end is.”
~ Paul Adams, Google: The Real Life Social Network

12. It’s not about the technologies…
It’s about the relationships
It’s Not About The Technology…It’s About the Relationships

13. The 18 Use Cases of Social Media
Social Customer Insights
Service & Customer
Marketing Sales Innovation Collaboration
Support Experience
2. Social 9. Social 12. 14. 17. Seamless
6. Social
Marketing Support Innovations Collaboration Customer
Sales Insights
Insights Insights Insights Insights Experience
3. Rapid
7. Rapid 10. Rapid 13.
Social 15. Enterprise 18. VIP
Social Sales Social Crowdsourced
Marketing Collaboration Experience
Response Response R&D
Response
4. Social 8. Proactive 11. Peer-to-
16. Extended
Campaign Social Lead Peer Unpaid
Collaboration
Tracking Generation Armies
5. Social
Event
Management
© 2010 Altimeter Group
Attribution-Noncommercial-Share Alike 3.0 United States

14. Social Media Monitoring to Drive Insights
1. Social Media Insights
Rapid Social Media Response
Social Campaigns
Social Event Management
•Drive insights across Sales, marketing and support
•Understand brand sentiment, key themes, hot topics, trends and influencers
•Identify opportunities for Social engagement
•Example: “SAP struggles with BOBJ integration story”
•Action: Social Campaign using Explorer to demonstrate our leadership in BI
•Mitigate Risk
•Example: “SAP Failed ERP Implementations”
•Action: Paid Search Campaign presenting ERP Customer Success Stories

15. Social Monitoring – Paid Services
Other providers
Buzzmetrics
Cymfony
Dow Jones
Scout Labs
Techrigy/Alterian
Visible Technologies
From Radian 6
15

16. Social Media Monitoring - for Free
• Google Alerts
• Monitor the conversations taking place in blogs/forums/etc about your
industry, products and competitors by using keywords to create alerts
delivered to you by email.
• TweetBeeps
• Monitor the conversations taking place in Twitter about your industry,
products and competitors by using keywords to create alerts delivered to you
by email.
• SocialMention
• Monitor and measure what people are saying about you, your company, a new
product, or any topic across the web's social media landscape in real-time.
Social Mention monitors 100+ social media properties directly.

17. Respond When Necessary to Mitigate Risk
Social Media Insights
2. Rapid Social Media Response
Social Campaigns
Social Event Management
• Defend the Brand
• Example: Inappropriate YouTube Video
• Action: Global Marketing sent “cease and desist” letter to YouTube
• Customer Support
• Example: “I cannot find CrystalReports support on the SAP website”
• Action: SAP employee responds “I can help you?”
• Demand Signal Identification
•Example: Twitter: “Anyone have a POV on SAP vs Oracle?”
•Action: SAP Inbound Tele team identifies the post and direct messages the contact

18. Employ Social Media in all Tactics
Social Media Insights
Rapid Social Media Response
3. Social Campaigns
Social Event Management
Use existing SAP Social Presence to:
• Create News / Amplify Good News
• Engage prospects
• Accelerate pipeline

19. Website Tactics: “Share This” and “Follow Us”
Functionality

20. Social Media Tactics: Email Integration
All emails have options for individuals
to share or interact.
1) Share Link – this allows recipients to “share”
this message across social media channels
such as Digg, Twitter, Facebook, etc.
2) Follow Us – this allows recipients to connect
with SAP on Facebook, Twitter and Linkedin.

21. Social Media Tactics: Landing Pages

22. Live Webcast Tweeting
Benefits:
• Reach: Extends the message beyond
the live audience as their followers
begin receiving updates about the
event.
• Message Validation: Ability to see if the
intended message was communicated
effectively based on the tweets
• Rapid Response: Ability to either
immediately reply to these individuals
online, bring the conversation offline
after the event or direct them to the
first point of contact.
• Engagement: Increase audience
member participation with the content.
• Sales: Identifying individuals that may
be further down the buying process.

23. This Year
1,176
Tweets
Clicks
9,408
*based on PPC avg CPC of $2 and conversion rate of 2.8%
100
200
300
400
600
700
800
900
500
0
3/7/2010
3/14/2010
$18,816
3/21/2010
3/28/2010
4/4/2010
Twitter
4/11/2010
4/18/2010
263
4/25/2010
Value Add Inquiries 5/2/2010
5/9/2010
5/16/2010
5/23/2010
5/30/2010
13
6/6/2010
Leads
6/13/2010
6/20/2010
6/27/2010
Twitter - @SAPNorthAmerica
7/4/2010
7/11/2010
4
7/18/2010
Opps
7/25/2010
@SAPNorthAmerica Followers
8/1/2010
8/8/2010
8/15/2010
1
8/22/2010
8/29/2010
Deals
9/5/2010
9/12/2010

24. Participating in Conversations on LinkedIn and
Other Community Sites
“ What are the best
CRM products for
a law firm?”
“ My suggestion is
OnDemand
solutions:”

25. Drive Attendance and Engagement For SAP Events
Social Media Insights
Rapid Social Media Response
Social Campaigns
4. Social Event Management
• All Webcasts have Social Support
• Strategic Live / Virtual Events:
•SAPPHIRE – “Top Trending” Topic
• Steps:
•Create hashtag (like #SMPlus)
•Share on event site and event emails
•Create content prior to event and share with Top Tweeters
•Seed and share content during events

26. Strategy: Drive Social Media into our DNA at SAP
– Who: Technology
decision makers, buyers
4 major groups
5 major groups
30K+ members
and influencers
2M+ members
– What: Twitter, Linkedin,
Facebook, Social
sharing, blogs, YouTube,
20K followers
18+ accounts
SCN
– How: Active listening
and support in all
campaigns
25K fans, – Results: Driving leads
15+ active pages
for SAP
40K visits via
blogs
“SAP Community Network…may be the most extensive use to date of social media
by a corporation.”
Richard Adler, Leveraging the Talent-Driven Organization, The Aspen Institute, March 2010

27. 5 Steps to Executive
Buy-in
1. Show Them The World Has Changed
2. Show Them The Money
3. Answer The Hard Questions
4. Present a Strategy
5. Get Them Involved

29. The 4 C’s of Social Media
1. Customers
2. Content
3. Context
4. Channels
Social media is not an interruption but a distraction medium!

30. Michael Brenner
@brennermichael
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