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Sapountzis #e2conf 2011

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Ted Sapountzis
Ted Sapountzis

Presentation given at Enterprise 2.0 Conference 2011 in Santa Clara. Highlights lessons learned from SAP's journey in embedding social media in marketing

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The End Of Social [Everything]? Think a means, not an end Ted Sapountzis, Vice President Social Media Audience Marketing @sapountzis
Who Is SAP? 170K customers across 25 industries and 120 countries 2.5M members in the SAP Community Network © 2011 SAP AG. All rights reserved. 2
SAP’s Social Journey What have we learned? Business first, then social 1 Top down and bottom-up 2 Carrots, not sticks 3 Think big, start small, fail fast 4 © 2011 SAP AG. All rights reserved. 3
Think Business First 1 Understand your audience Know My Needs Let Me Find My Own Way Earn My Trust Keep Me Informed Delight Me © 2011 SAP AG. All rights reserved. 4
Focus On Their Needs 1 Embed into your core processes Discover Analytics Employee competency Communities Risk Management Listening s s Content Evaluate Explore fit Influencers Governance Enable the social experience © 2011 SAP AG. All rights reserved. 5
2 Drive Top-Down And Bottom-Up + >70% of companies cannot rely on formal org1 1Source: The Career Path Of The Corporate Social Strategist, Altimeter Group, 2010 © 2011 SAP AG. All rights reserved. 6
3 Think Carrots, Not Sticks Or? © 2011 SAP AG. All rights reserved. 7
4 Think Big, Start Small, Fail Fast Line-of- Business Existing vs. Focus ? new geographies customer Customer Focus segment industries (Large vs. SMB) © 2011 SAP AG. All rights reserved. 8
Thank You! Ted Sapountzis Vice President, Social Media Audience Marketing, SAP AG @sapountzis

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Sapountzis #e2conf 2011

  • 1. The End Of Social [Everything]? Think a means, not an end Ted Sapountzis, Vice President Social Media Audience Marketing @sapountzis
  • 2. Who Is SAP? 170K customers across 25 industries and 120 countries 2.5M members in the SAP Community Network © 2011 SAP AG. All rights reserved. 2
  • 3. SAP’s Social Journey What have we learned? Business first, then social 1 Top down and bottom-up 2 Carrots, not sticks 3 Think big, start small, fail fast 4 © 2011 SAP AG. All rights reserved. 3
  • 4. Think Business First 1 Understand your audience Know My Needs Let Me Find My Own Way Earn My Trust Keep Me Informed Delight Me © 2011 SAP AG. All rights reserved. 4
  • 5. Focus On Their Needs 1 Embed into your core processes Discover Analytics Employee competency Communities Risk Management Listening s s Content Evaluate Explore fit Influencers Governance Enable the social experience © 2011 SAP AG. All rights reserved. 5
  • 6. 2 Drive Top-Down And Bottom-Up + >70% of companies cannot rely on formal org1 1Source: The Career Path Of The Corporate Social Strategist, Altimeter Group, 2010 © 2011 SAP AG. All rights reserved. 6
  • 7. 3 Think Carrots, Not Sticks Or? © 2011 SAP AG. All rights reserved. 7
  • 8. 4 Think Big, Start Small, Fail Fast Line-of- Business Existing vs. Focus ? new geographies customer Customer Focus segment industries (Large vs. SMB) © 2011 SAP AG. All rights reserved. 8
  • 9. Thank You! Ted Sapountzis Vice President, Social Media Audience Marketing, SAP AG @sapountzis