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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