1. Social Media & Content
Marketing Strategy
SAP Latin America, October 2013

2. Starting Point - 2012
• < 10K followers
• 10 – 15 accounts, only 2 regularly updated
• No content strategy
• No centralized governance
• No clear strategy on community management
• Understanding of Social Media as another push channel
• Lack of awareness of potential benefits of Social Media
@Adriel_S
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3. Our Strategy
Social media
Marketing
Growth
Discover
Align Objectives
Create, launch and maintain social
media channels. Achieve a critical mass.
how can SAP help you do
what you do, better.
Engagement
Explore
Relevant and engaging content to
position SAP as a thought leader and
foster the conversation
how SAP solutions can help
solve your business
problems.
Evolution
Listen, analyze, and adapt based on
community feedback.
© 2013 SAP AG. All rights reserved.
Evaluate
whether SAP is the right fit
to help your business run
better.
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4. Content Marketing at the core
Content Strategy & Advocacy
 Orchestrate the conversation
 Registration / gating strategy
 Training, education, enablement
Social Media Marketing
 Agency management
 Internal communities (SAP Community Network)
 External communities social places where
customers “hang out”
Content Monitoring & Insights
Shift from
helping the
field sell
to helping
people buy
 Sentiment analysis
 How’s content being consumed?
 Inform content development
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5. What Content?
90%
Content
Does not include a specific promotion, offer, call
to action, or registration requirement
65% SAP; 35% non-SAP
Theme of the week
Timely & Relevant
Engaging, Interactive
Videos, Infographics
10%
Offers
“Think like a
publisher, not like a
marketer”
– David Meerman
Scott, Best-Selling
Author & Speaker
Includes a specific call to action.
Highly valuable 3rd Party Offers
Large Events (SAPPHIRE, SAP Forum)
Highly strategic events / webinars
© 2013 SAP AG. All rights reserved.
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6. Planning Content was key
Our content calendar provides guidance for the development of posts and aligns
teams to find the right information to share in social channels
Month
Week
Primary Topic
Month
Week
Primary topic
SEPTEMBER 27 Aug-2 SEPT Customer Experience: Main topic of the week is around how
we help companies deliver the best customer experience in
an era in which customers are empowered and connected
like never before. The proliferation of new digital channels
and big data are creating unique challenges and
opportunities to deliver on your brand promise.
Secondary Topic
Comments
Secondary topics
• CRM and Social CRM: Know the difference.
• Customer Engagement: Make every interaction count 80% percent of companies rate
customer experience as a top strategic objective. Whether your customers use the web, call
center, or social media channels to interact with you, you need to deliver a seamless,
consistent experience across all channels.
•Customer
Insights: Drawing valuable insights from internal and external data helps everyone in the
marketing chain to make more effective and intelligent decisions.
• Quotation of the Day (2, related to "customer experience")
• Think Again campaign messages (5, related to "customer experience")
• EVENTS:
o SAP Forum Guatemala (Aug 28 and 29) Onsite tweeting coverage; pre-event promotion in
Facebook and Twitter
o Onsite coverage of Don Peppers tour “Customer Experience” (BsAs: Aug 29 and Sao Paulo:
Aug 30)
o SAP Mobile Forum Brazil: amplification of content in Brazilian channels
Comments
• Link to customer videos (Spanish, in playlist
Nuestros Clientes)
• Link to Mobile event videos from Brazilian
channels (strong focus on Brazilian channels
amplifying the event’s content, including photo
album)
• Link to video Customer Experience in Spanish
and Portuguese
• Links to blog posts and to third patry relevant
content
3-9 SEPT
• RDS: easy to deploy and integrated solutions that include preconfigured software,
implementation services, content, and end-user enablement. Quickly address specific
business needs in any industry or line of business for companies of all sizes.
• Mobile: business anytime, anywhere
• In-Memory analytics: big data, mobile analytics
• Think Again campaign messages (5, related to velocity, big data, mobile, analytics)
• Quotation of the Day (2, related to "velocity")
• New Sections: Opportunities, Good Idea, Daily Tips, etc. (3, related to primary topic)
• EVENTS
o Don Peppers tour Customer Experience in México (Aug 6). Onsite coverage via Twitter, with
engagement of local team, agency to retweet.
o SAP Services Forum Mexico (Sept 12) promotion via Twitter (@SAPMexicoyCA starts Sept 3,
and during this week we position RDS as main topic) Friday 7, we geotarget to Mexican
followers in Facebook invitation to this event.
o SAP Forum Santo Domingo (DR), we begin promoting the event this week, Facebook posts
geo-targeting Dominican and Puerto Rican followers (2 or 3) and tweets in
@SAPLatinAmerica (link to microsite)
• Link to customer videos (Spanish, in playlist
Nuestros Clientes)
• Link to video (Spanish): Soluciones de
Implementación rápida (RDS)
• Link to video (Spanish) Analíticas Móviles,
decisiones inteligentes
• Link to video (Spanish) interview with Mark
Crofton about mobile
• Link to video (Portuguese) O que significa RDS
para minha empresa
• Links to blog posts and to third patry relevant
content
10-16 SEPT
© 2013 SAP AG. All rights reserved.
Fast time to value: SAP enables customers to accelerate their
business with a complete set of options, from mobile
solutions, to in-memory analytics, to Rapid Deployment
solutions.
Sales Warriors: Clients’ time is precious, and you need to give
them valuable information and personalized service
throughout the buying cycle. Every interaction counts.
Customers today are taking control of the conversation and
• Customer Data (analytics): The sheer quantity of data is exploding – both inside and outside
your enterprise. Modern tools and processes allow your sales team to quickly glean insights
from valuable customer data.
• Sales Ecosystem (integrated apps): Today’s salespeople must position an ever-expanding
• Link to customer videos (Spanish, in playlist
Nuestros Clientes)
• Link to video (Spanish): SAP Information
Interchange OnDemand
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7. Defined a Social Ecosystem
•
Chose channels that our audience
uses for business purposes
•
Established an SEO strategy to
support our web site ranking using the
signals from social media channels
•
Blogging was key for our content
strategy
•
Recruited Social Media Ambassadors
to share content, extend reach and
create original content
•
Created engaging content and
adapted for each channel
© 2013 SAP AG. All rights reserved.
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8. Great content generated great interactions
1 Replies
10 ReTweets
10,464 Reach
4 Favorites
35 Likes
2,279 people saw post
11 Comments
14 Shares
3 Retweets
22,652 Reach
1 Favorite
110 Likes
17 Shares
10 ReTweets
81 Clicks
© 2013 SAP AG. All rights reserved.
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9. To achieve interactions we built interactive experiences




Total Visits: 9,559 - Unique Visitors: 6,639 (1,44 visits per user)
Total Engagements: 4,059 (42,46% of the visits)
Avg. Visit Duration: 00:01:26
Total users that interact: 879 (13% of total unique visitors).
© 2013 SAP AG. All rights reserved.
• Total Visits: 1,618
• Total interactions: 857 (54% of visitors)
• Avg. visit duration: 04:03 min
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10. Established Governance and enforced policies
Facebook Pages
Audience
Increase
Engagement
Candidate for
Best Practice
How actively is account
being managed?
Engagement
Twitter Accounts
Watch List!
30 day improvement /
action plan or account is
closed
© 2013 SAP AG. All rights reserved.
Increase Audience
Is audience for your topic
maxed out?
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11. The Results - 2013
• > 150K followers across a defined set of official channels
• 17% interaction / engagement rate.
• Explosive growth compared to competitors in region
• 190K visits to SAP Innovation Blog. 10% of visitors share content.
• > 3K registrations to events and demand generation campaigns
• Opportunities > $300K identified
• Exporter of best practices to the rest of SAP: SAP Latinoamerica
ranks* 3rd among all SAP Facebook accounts (77). SAP Brasil ranks
5th. @SAPlatinamerica ranks 6th among all SAP Twitter Accounts
(202)
*Rank is calculated based on audience size, engagement and growth
© 2013 SAP AG. All rights reserved.
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