Presentation to students at Plekhanov Russian University of Economics in Moscow on May 22, 2012. Topic: SAP's approach to social business.

1. A Glimpse into Social Business at SAP
Mark Yolton | Communities & Social Media | SAP Marketing
Plekhanov Russian University of Economics | Moscow May 2012

2. Agenda:
1. Intro / Background
2. Social Business Foundation
3. SAP Social Strategy Perspectives
4. How SAP Leads & Participates in Social Business
5. Looking Forward
6. You & Social Media
© 2012 SAP AG. All rights reserved. 2

3. Intro / Background

4. My Background
© 2012 SAP AG. All rights reserved. 4

5. Social Business Foundation

6. Socialnomics Video
http://youtu.be/nPYrbSUqr2k?hd=1
© 2012 SAP AG. All rights reserved. 6

7. Vast Landscape of Social Media Tools & Platforms
© 2012 SAP AG. All rights reserved. 7

8. Social is Changing the Game
From To
Physical Presence (Shows and Events) Digital Relationships
Spray and Pray Tactical Hits Complete Buying Lifecycle Engagement
“Segment” & “Executive” Targeting Personas
Measure Activity Measure Results
Product Message Product Knowledge
Selling Product Facilitating Solution Discovery
Sales Cycle Buying Cycle
Push Messaging Pull Messaging
Product Marketing Unified Content Marketing Strategy
Manual Programs Automated Sustainable Practices
Short-Term Tactical Hits Long-Term Lifetime Relationships
Brand-Building via Claimed Reputation Earned Reputation via Trust
© 2012 SAP AG. All rights reserved. 8

9. Social Media Is Central To The B2B Decision Journey
86% +76% 1.5x
of B2B tech buyers Influence of social IT buyers trust
engage in social touch points grows by social media 1.5x
activity for business 76% as buyers move more than any other
purposes1 from awareness to content source3
consideration2
1 Social Technographics for Business Technology Buyers (Forrester 2011)
2 The Customer Decision Journey (McKinsey, 2009)
3 PJA Social Media Index (2011)
© 2012 SAP AG. All rights reserved. 9

10. SAP Social Business
Perspectives

11. One View of Social Business Engagement
Reach from Inside Out; Pull to the Core
Participate
Orchestrate
Host
=
SAP.com SAP
Influencers Mentors
© 2012 SAP AG. All rights reserved. 11

12. Key Elements of SAP’s Social Strategy
SOCIAL SOCIAL SOCIAL SOCIAL
I N N OVAT I O N COMMERCE INTELLIGENCE INSIGHT
• Use the wisdom of • Leverage our • Enable customer • Extract intelligence
the crowd to drive reach and success through from observable
higher quality influence to drive the active sharing customer behaviors
solutions and speed and to of knowledge, and conversations
innovations that dramatically solutions and best to equip our
better meet increased leads practices to drive colleagues with
customer needs and revenues excellence and insight into
and therefore both organically innovation customer hot
have greater and through topics, burning
market success targeted issues, and new
and impact campaigns opportunities
© 2012 SAP AG. All rights reserved. 12

13. How SAP Leads &
Participates

14. SAP Communities & Social Media
© 2012 SAP AG. All rights reserved. 14

15. The SAP Community Network.
© 2012 SAP AG. All rights reserved. 15

16. History of Growth & Expansion
SAP Community Network (SCN) 2.5M Members
1.5M UMV
Launch:
Launch: >100,000
Launch: EcoHub Contributors /
App Store Code
Business Exchange year
Launch: Objects Career
BPX Community Center SAP Idea Place
Add University > 1M Newsletter
100K Wikis Alliances Subscribers
1M
Members Community
Members Launch New,
Jive Rebrand: Modern SCN
Forums SCN
Launch: Blogs 1M
Forum
SAP
Posts
Developer
Network
2003 2005 2007 2009 2012
© 2012 SAP AG. All rights reserved. 16

17. 30,000
1,200,000
unique individual visitors each month
new members per month
230+
Countries & territories
3,000+
discussion posts per day
9,200
active bloggers
375+
discussion topics
272,000
total contributors
9,300,000
total messages
450
blogs per month
© 2012 SAP AG. All rights reserved. 17

18. Community Publications
In Q1 of 2012 alone, SAP published
6 issues of Tech News@SCN : 390K subscribers
5 Issues of Business Process News@SCN : 277K subscribers
3 Issues of Business Intelligence News@SCN : 116K subscribers
1 Issue of IT Management : 35K subscribers
1 Issue of Technology Innovation : 89K subscribers
1 Issue of SAP Cloud Computing : 3K subscribers
Launched 1st Edition of Momentum for Moderators and Space Editors
Published 448 New documents, 78 New videos
© 2012 SAP AG. All rights reserved. 18

19. SAP on Social Media
SAP is a social
business
- Facebook
- Twitter
- LinkedIn
- YouTube
- Slideshare
- Google+
- Flickr
- Blogs
- Communities
http://sap.com/social
© 2012 SAP AG. All rights reserved. 19

20. SAP on Facebook
SAP SAP Community Network
Current Fans : 122,000+ Current Fans : 30,000+
© 2012 SAP AG. All rights reserved. 20

21. SAP on Twitter
@SAP @SAPcommnet
Followers: ~45,000 Followers: ~11,000
© 2012 SAP AG. All rights reserved. 21

22. SAP on Slideshare
SAP SAP Community Network
© 2012 SAP AG. All rights reserved. 22

23. SAP on LinkedIn
SAP SAP Community Network
Current Members: ~107,000 Current Members: ~11,000
© 2012 SAP AG. All rights reserved. 23

24. SAP on YouTube
SAP SAP Community
Subscribers: 1,800 Subscribers: 1,750
Video Views: 191,000 Video Views: 174,000
© 2012 SAP AG. All rights reserved. 24

25. SAP’s Main Social Channels
/SAP all /SAPCommunityNetwork
400,000 30,000
@SAP all @SAPCommNet
300,000 11,000
/company/SAP /(search for our Group)
103,000 11,000
/(google it)
2,500
/SAP /SAPCommunities
176,000 174,000
/SAP /SAPCommunityNetwork
4,800 14,000
© 2012 SAP AG. All rights reserved. 25

26. SAP Community Events: SAP TechEd & SAP Forum
“Annual Family Reunion” & Physical Manifestation of Virtual Community
© 2012 SAP AG. All rights reserved. 26

27. SAP TechEd 2012 – Event Dates and Locations
Oct. 15-19
Nov 12-16 Shanghai
Dec 4-5
Nov 28-30
© 2012 SAP AG. All rights reserved. 27

28. SAP TechEd Online
Rich Content Delivered as Video-on-Demand
www.sapteched.com/online
Rich Event Content
SAP Executive Keynotes
Demo Jams + InnoJams
63 Lecture Sessions
93 Expert Interviews
Bonus Video
Highlight videos from each location
8 Meet the Speaker interviews
13 “Up Close” attendee profile episodes
Great Viewership = Great Value
300,000+ views in 2011
© 2012 SAP AG. All rights reserved. 28

29. SapphireNow
Orlando, Florida – 2012
© 2012 SAP AG. All rights reserved. 29

30. SAPPHIRE NOW from Orlando
Social Media Highlights and Enhancements
Partners & Exhibitor Focus
120+ Partners trained
Dedicated Partner Ambassador
58 highly engaged Exhibitors
Extended Ambassador Program
Directly impacted 20% of the program
engagement KPI
Over 40 blogs published on SCN (120 total)
40% of all SAPPHIRE NOW blog views
Run Like Never Before Ad Campaign
Integrated campaign themes and copy into
key social program tactics and messages
Aligned with the existing paid media campaign
Well received by audience
5,500 Clicks and 500+ Engagements
© 2012 SAP AG. All rights reserved. 30

31. Over-Achievement of Social Media Goals
KPI 2012 Goal As of May 16 % of Goal
Mentions of “SAPPHIRE
NOW” 23,000 36,500 +159%
Engagement 5,000 5,500 +110%
Clicks 112,500 140,000 +124%
Mentions
Engagement
Clicks
© 2012 SAP AG. All rights reserved. 31

32. SAPPHIRE NOW from Orlando
Year to Year Comparison
SAPPHIRE NOW 2011 SAPPHIRE NOW 2012
20,818 Tweets, Facebook Posts, YouTube Videos 36,506 Tweets, Facebook Posts, YouTube Videos
and Blogs related to SAPPHIRE NOW published and Blogs related to SAPPHIRE NOW published
Non-SAP Non-SAP
SAP: 35% employees: 65% SAP: 28% employees: 72%
© 2012 SAP AG. All rights reserved. 32

33. Social Media Highlights through Friday, May 18
36,500 SAPPHIRE NOW Mentions
SAP vs Audience Mentions
28%
72%
Customers, Partners, Influencers
o Over 89 Million Social Impressions
© 2012 SAP AG. All rights reserved. 33

34. Visits to SAP
SAP has over 90.3M visits to our digital properties each year.
6x as many people visit SAP than visit the world’s #1 tourist destination
(Paris) in a year
© 2012 SAP AG. All rights reserved. 34

35. Visitors to SAP
With over 44M unique visitors to SAP, If it were a country, we would be the
30th biggest. Larger than Argentina.
© 2012 SAP AG. All rights reserved. 35

36. SAPPHIRE NOW / SAP TechEd Events
With over 50,000 live attendees across 6 events locations, our single biggest
event alone is over 16 football fields of interactive space.
© 2012 SAP AG. All rights reserved. 36

37. Fans
Our branded Twitter and Facebook pages have over 700,000 fans and
followers. They would fill Wembley Stadium 8 times . . .
© 2012 SAP AG. All rights reserved. 37

38. UNITED STATES 590,509
INDIA 426,054
# Members by Country GERMANY
UNITED KINGDOM
326,126
103,552
JAPAN 69,049
FRANCE 64,428
CANADA 63,108
BRAZIL 62,397
CHINA 59,037
NETHERLANDS 47,572
AUSTRALIA 45,907
SWITZERLAND 44,079
NEW ZEALAND 6,188
Other (220) 669,030
Total 2,577,036
#17: Russia – 29,823 members
© 2012 SAP AG. All rights reserved. 38

39. United States 769,560
India 616,071
# Visits by Country (one month) Germany 241,256
United Kingdom 148,290
Australia 67,953
New Zealand 10,461
France 85,396
Canada 79,850
Singapore 68,407
Others 1,110,453
Total 3,197,697
© 2012 SAP AG. All rights reserved. 39

40. Value Delivered to SAP Customers
Speed – solve challenges faster, and accelerate
execution through access to technologies, models, and
a network of experts
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
Efficiencies – reduce TCO resources, time cycles, and
financial investments, by re-using proven, existing
experiences and solutions
Insight – benefit from collective wisdom to innovate and
differentiate, while gaining a broader perspective, while
expanding your own knowledge and expertise
© 2012 SAP AG. All rights reserved. 40

41. What Analysts & Experts Say
SAP is far and away the community superstar...”
– Comblu, State of Online Branded Communities, Nov 2011
“Community members learn about each other's
implementations, so the time needed to evaluate
technology solutions dramatically decreases.”
- Michael Brito, Author, Smart Business, Social Business
“SAP has quietly built a B2B social media juggernaut...”
–Drew Neisser, Fast Company
“Benefits like easier networking, industry recognition and professional
development drive engagement.”
Paul Gillin & Eric Schwartzman, Social Marketing to the Business Customer
“You can't really have a discussion about communities
without referencing the SAP Community Network.
-Sameer Patel, Partner at Sovos Group, Blogger
© 2012 SAP AG. All rights reserved. 41

42. Looking Forward

43. Building Trends in Social Business
Metrics & Measurement of reach and impact
Clear business ROI
Gamification / Game Mechanics
Tool and platform evolution and consolidation
Social seamlessly embedded into applications & daily work
Social commerce – buying and selling with peer recommendations
Social innovation – outside-in / agile product and solution evolution
Social services and support – wisdom of the crowd
Social insight – improvements in sentiment, understanding, signal vs noise
Human connectedness – building and leveraging weak ties & strong ties
Cultural, societal, political impacts – including business relationships
© 2012 SAP AG. All rights reserved. 43

44. You & Social Business

45. Develop Your Personal Brand
Establish and protect your personal brand
Build your personal and professional network
Nurture, grow, and constantly expand that network
Leverage the network of connections
Job search
Career management
Task / project expertise (give and get)
Lifelong professional (skills) development
© 2012 SAP AG. All rights reserved. 45

46. The Core Social Business Team at SAP
Experts Drive Our Success

47. Thank You!
http://linkedin.com/in/markyolton
@markyolton
mark.yolton@sap.com

48. © 2012 SAP AG. All rights reserved. 48