Moscow preso SAP social business MY final

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

5. Social Business Foundation

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

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

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

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

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

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

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

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

Moscow preso SAP social business MY final

Moscow preso SAP social business MY final

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