Content für die Customer Journey #CMCX

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Content für die CustomerJourney –
Informationsbedarfeerkennen und bedienen
Christoph Zeidler
Leiter Strategie, Prozesse& Technologie, Studio SAP
SAP SE
2. März 2016
Statler Stage
@1zei3
#CMCX

Agenda:
1. Studio SAP: interne Agenturim Überblick
2. Marketingneu denken
3. Von der CustomerJourney zur ContentJourney
4. Gute Experience braucht gute Inhalte
5. Content-Architektur: Relevanz,Konsistenz,Skalierbarkeit
6. Beispiel SAP.com
7. Globale Content-Strategieim Überblick

Kreativberatung
Content-Erstellung und
-Lokalisierung
Lieferanten-
und Agentur-
management
Postproduktion,
Qualitätskontrolle,
Veröffentlichung
Content-Strategie und -ArchitekturProzesse, Technologie, Operations
Kundenbetreuung und
-beratung
Modell einer internen Agentur

Print-
Broschüren
Poster
Event-Inhalte
Online-
Broschüren
E-Books
Webseiten, Blogs
Übersetzungen und
Lokalisierungen
Infografiken
Unsere Dienstleistungen und Formate

10.000
web page
updates
12.000
slides edited
for sapphire now
5.000
services
delivered
10.000
Webseiten
überarbeitet
5.000
Abgeschlossene
Jobs
12.000
PowerPoints
redigiert
5.000
Übersetzungen
in 24
Sprachen
Kreativität, die skaliert. Dank 70 MA an 5 Standorten.

Unternehmen müssen sich verändern. Marketing auch.
“64% of people think that
customer experience is more
important than price in their choice
of a brand.
By 2020, customer experience will
overtake price and product as the
key brand differentiator.”
Gartner's top 10 technology trends for 2015
Marketing Experience
Content
CustomerJourney Content Journey=

Customers
Content shapesthe
customerexperience
throughout the
engagementcycle.
SAP Employees
The abilitytocreate
(andfind) qualitycontent
makesourprofessionals
more successfuland
satisfied.
Costs
Most large corporations
waste millionsoncontent
that servesnopurpose –
and, therefore, offersno
value orROI.
Strategy
SAP requires
content that sends
the right messageto
the marketplace.
Warum wir über Inhalte reden: Why Content Matters.

Mandate relevance nounrel·e·vance ˈre-lə-vən(t)s
The rightthing, in the rightplace, at the righttime, in
order to meet audienceinformationneeds and drive
revenue
Mission We shapea relevant, simple,and engaging
SAP Experience, andwe do it digital first.
SAP Experience

… ist die Kunst, RELEVANTE und konsistente
INHALTEzu erstellen und zu verteilen,
um eine präzise DEFINIERTE
ZIELGRUPPEanzusprechen
– mit dem Ziel, eine PROFITABLE
KUNDENAKTIONauszulösen.
Content Marketing (freinachJoe Pulizzi)

Maximale WIRKUNG
(zu geringst-möglichen Aufwänden)
benötigt eine Struktur, die sicherstellt, dass
die richtige ZIELGRUPPE über
die richtigen KANÄLE
den richtigen INHALT (zur richtigen Zeit) erhält.
Die Rolle von Content (im) Marketing

Identify Needs
Stay Up-to-Date
Identify Business Needs
Optimize Processes and Software
Stay Compliant
Decision to Act
(Re-) Consider
Research Software Options
Create Business Case
Set up Initiative
Translate Business Needs into Requirements
Create Project Road Map
1
2
(Re-) Select
Evaluate Software Capabilities and Services
Evaluate System Requirements
Scope Software and Services
Buy and Renew
Purchase Software and Services
Measure
Measure Software Performance
Collect User Feedback
Measure Business Impact
Operate
Provide User Support
Get Software Support
Update and Maintain Software
6
5
Implement
Go Live
Roll Out
Conduct Training
Conduct Testing
Migrate Data
4
Implement Software
Finalize Requirements
Companies continuously identify business needs and opportunities.
These accumulate until a decision to act is made.
Once a decision to act is made, companies nominate one or more people to investigate options
to solve a business problem or realize an opportunity.
Technology oftentimes may only be one part of the solution. Customers create a “long list" of
possible software and vendors.
Companies create a “short list" of possible software solutions and vendors. They create a more precise
definition of business and technical requirements to enable scoping of software and service offerings.
Software and services are purchased.
Companies continuously measure the business impact of the new solution.
This does not only include the technology and software part,
but also new business processes and so on.
IT maintains the software, keeps it up-to-date, and provides end-user
support. To do this, an IT person regularly visits the vendor's support
platform to identify patches, updates, and current issues and to investigate
bugs and incidents.
Business and technical requirements are finalized for implementation. The
project team or a service provider implements, configures, and customizes
the software as needed. They conduct quality assurance, testing, and
end-user training and roll out the new software and business processes.
3
Vendor: SAP and SAP partners
Non-Vendor: Colleagues, analysts, consultants, user-group
peers, friends, media, social media
Preferred Source of
Information
Least
preferred
Most
preferred
Informationsbedarfe anhand der Customer Journey

Zwei Seiten derselben Medaille: Pull vs. Push

Informationsbedarfe anhand der Customer Journey

Content-Architektur:Relevante Inhalte je Journey-Phase (1)

STAGE TASK Trends and Best Practices
Solution and Product Information
(incl. Demos, Trials)
Analytical and Business Value
Information
Content Systems per Content Cluster *
(see links at the bottom of the spreadsheet)
FAST, LASER, MAC DAM FAST, MAC DAM, VLM, PositioningCentral FAST, MAC DAM, LASER, VLM
Content Channels per Content Cluster
(see links at the bottom of the spreadsheet)
Digitalist Magazine SAP Solution Explorer Business InnovationBlog
1. Identify Needs 1.1 Stay Up to Date
Business / technology / product / service
trends for my company, in my specific
industry or overall (no SAP software trends!)
Asset Types:
Blogs (Industry / LOB / Influencer / Analyst /
Thought-Leadership / Innovation), Whitepapers,
Infographics, Whiteboard Video, Innovation Video,
Ebook, Business Trends Newsletter
What is the capability of the specific business
/ technology / product / service trend on a
long-term for me as company?
Asset Types:
Blogs (Industry / LOB / Influencer / Analyst /
Thought-Leadership / Innovation), Whitepapers,
Infographics, Whiteboard Video, Innovation Video,
Ebook, Business Trends Newsletter

Content-Architektur konkret: die neue SAP.com

Combine audience needs with SAP offering and priorities
Understand information needs,personas, and format in context of channel.
Eliminate content waste. Always-on core content based on SAP portfolio.
Standards & Guidelines
Define end-to-end content quality criteria
Measurement & KPIs
Enable fact-based content decisions
Localization
Integrate localization in allcontent process
Planning & Scheduling
Align on content production and publication
Processes & Tools
Improve landscape based on
end-to-end processes
External Production
Evolve agency networkfor scale and efficiency
Create content based on common elements
Agree on governance model forcontent lifecycle across allteams.
Follow best practices forefficient high-quality content production.
Content Strategy and Architecture
One customer-centric SAP content strategy.
One framework to meet allinformation needs.
(SAP Portfolio Foundations)
One version of the SAPportfolio forall SAPgo-to-market
activities and content.
Audience Foundations
One consistent definition of target audiencesand their
information needsto createa relevant experience.
Reach the audiences
Consistent and relevant content across allchannels,
internally available forreuse.
Customer
Experience
Content-Strategie: Relevanz, Konsistenz, Skalierbarkeit

Core Content
• “Always on,” digital,SAP portfolio-based
• Permanentcoverage of“all” information needs to
a certain level
• Stable.Updated/enhanced only as required
• Foundation for re-use for promotional content
• Close to SAP’s offerings,well-structured,
• Needs to be locally relevant
• Has a directly external-facing as well as internal-
facing dimension (enablement)
• Foundation for “Pull”
Examples: Solution overviews, industry, LoB, or
tech/product/solution information (digital or else), HR information for
employees, Field enablement, references, thought leadership
content, etc.
Promotional & News Content
• “On demand,” business goal-driven
• Targeted focus on select topics
• Agile stakeholder support
• Dynamic change ofmessages,format,and channels
• Should re-use core contentfor efficiency
• Close to geos and audiences
• Business-planning driven
• “Push” content,can trigger pull
Examples: Campaigns, advertising, event content, press releases or SAP
News articles, blogs etc.
CORE
PROMOTIONAL
Core vs. Promotional, Pull vs. Push

ZielgruppeKanalInhalt
SAP Nicht-SAP
Nicht-SAP; gesteuert
Core
Kunden und
Interessenten
Partner
Presse/Medien
Influencer
(Analysten,
Blogger)
Allgemeine
Öffentlichkeit
Mitarbeiter
(auch
zukünftige)
Nicht-SAP; Social
SAP-eigeneKanäle(owned)
Nicht-SAP-Kanäle(paid,earned)
Internes
Enablement
Ecosystem
Feldorganisation
Promotional
Social/DigitalEnablement
Verhältnis von eigenen zu fremden Inhalten

INFLUENCER-
GENERATED CONTENT
PARTNER-GENERATED CONTENT
CUSTOMER- GENERATED
CONTENT
PROMOTIONAL
CONTENT EMPLOYEE-
GENERATED
CONTENT
CORE
CONTENT
Die ideale Content-Welt

Danke fürs Zuhören – Jetzt sind Sie dran!
Christoph Zeidler
Leiter Strategie, Prozesse & Technologie, Studio SAP
SAP SE
+49 6227 7-4 10 24
+49 151 16 81 07 38
christoph.zeidler@sap.com
Twitter: @1zei3
Xing: https://www.xing.com/profile/Christoph_Zeidler
LinkedIn: https://www.linkedin.com/in/christophzeidler
@1zei3
#CMCX

Content für die Customer Journey #CMCX

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