Mais conteúdo relacionado Semelhante a Sapountzis #e2conf 2011 (20) Sapountzis #e2conf 20111. 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
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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
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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
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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
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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
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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)
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