Uploaded on

 

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
83
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
2
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Using Social Media to support Sales and Increase Demand2012 SAP Social Media Partner ProgramSocial Media Content Kit
  • 2. Contents: Using Social Media to support Sales and Increase Demandi. Welcome & Introduction to your Social Media content kitii. What obstacles stand in the way of sales to small and medium-sized enterprises (SMEs)?iii. What are the facts in regard to SAP working with SMEs?iv. How can I get the message to prospective customers?v. Social Media Mythbusting Content Kit : Topic Structurevi. Blog Ideas / Example Blogsvii. Tweets / LinkedIn postsviii. Best practiceix. Escalation process / dealing with negative critiquex. Reference materials / Partner support collateralxi. Tracking linksxii. Measurementxiii. Help© 2012 SAP AG. All rights reserved. 2
  • 3. WelcomeWelcome to the first content kit of the 2012 Social Media Program.In this kit you will find social media content with messaging all focused around WhySAP? And Using Social media to support Sales and increase demand.Please use the content in this kit on your social media profiles BUT please integrateyour own messaging. It is important that you do this to make it relevant toyour prospects.To find out how to use this kit please refer to the learning centre section of the portalto find the accompanying webinar here. Don’t forget .. please use these tracking links found at the back of this document in all of your activity in order to be eligible for buzz points. Please also submit screenshots of any activity from this kit that you carry out via the email address mail@sapsocialmedia.eu© 2012 SAP AG. All rights reserved. 3
  • 4. Introduction to your Mythbusting Social Media Content KitWelcome to your social media tool kitIncreasing Demand from small and medium-sized enterprises (SMEs)SAP works with more than 88,000 SMEs. In fact, the majority of its customers are SMEs. However, somebusinesses still think SAP is only for large enterprise organizations. This presents a big opportunity for SAPpartners. We can increase sales and demand from SMEs by showing them how we’re set up to meet theirneeds.Social media is the perfect channel to spread these positive messages about SAP and engage prospectsthat might previously have discounted SAP.This pack will give you tools and content that you can use to help increase demand from SMEs throughsocial media. We’ll arm you with the facts about how SAP helps SMEs. You’ll also get content to help youstart conversations in social media. In this pack, you’ll find ready-prepared blogs, tweets and LinkedIn poststhat you can personalize and use in your campaigns.Through social media, you can show your SMEs prospects that: You Understand your prospects’ needs If you have any additional questions about any of the content in this kit, or Offer affordable SAP solutions would like any advice, please speak Sell SAP products that are easy to use to Katie Colbourne at dnx : katie.c@dnxmarketing.com Help your customers achieve a quick return on investment SAP solutions are not just for big guys© 2012 SAP AG. All rights reserved. 4
  • 5. What stands in the way of sales to SMEs?There are a couple of misconceptions surrounding SAP solutions within the SMEcommunity. This is what SME prospects may think: SAP is too big for me SAP is too slow to implement for SMEs SAP is too complex for SMEs SAP is too expensive for SMEsHowever, the facts tell a different story…© 2012 SAP AG. All rights reserved. 5
  • 6. What are the facts?The facts tell a different story. SAP has worked withSMEs for nearly 40 years, which means it knowswhat makes them tick and what they need. FACT – SAP understands SMEs. It has 88,000 SME customers to prove it. FACT – SAP is fast to implement. SAP solutions can be up and running in 12 weeks.* FACT – SAP solutions can reduce operating costs for SMEs by 21%**. FACT – SAP solutions offer a fast time to value. For an ERP system, this is usually between 2-12 weeks. *SAP Business All-in-One **SAP 2011© 2012 SAP AG. All rights reserved. 6
  • 7. How can I get the message to prospective customers?Now that you’re in possession of all the facts, you can spread theword about SAP in your sales and marketing activities. Socialmedia is an ideal channel to do this. You can change theperceptions of SMEs by: Sharing Mythbusting facts on sites such as Twitter and LinkedIn Adapting the blogs contained in this kit Linking to case studies that support these facts with real-life testimonialsYou’ll find all the social media tools you need to get started in thiskit. They include: Pre-written Mythbusting blog posts Tweets LinkedIn forum posts Advice on how to protect your reputation online© 2012 SAP AG. All rights reserved. 7
  • 8. Social Media Mythbusting Content Kit : Topic Structure Using Social Media to support Sales and Increase Demand Blog Idea 1: Blog Idea 3: Blog Idea 4: Blog Idea 2: Why you don’t have to The simple route to real How SMEs can meet How spending can be be an enterprise to work business benefits their need for speed with the best way to save with SAP SAP Tweet x3 Tweet x3 Tweets x3 Tweets x3 LinkedIn Posts x3 LinkedIn Posts x3 LinkedIn Posts x3 LinkedIn Posts x3© 2012 SAP AG. All rights reserved. 8
  • 9. Blog Idea 1: Why you don’t have to be an enterprise to work with SAPMyths and misnomers litter the business world. All small businesses are agile, all enterprises are bigcorporate entities, sales figures are the most important, customers will always buy the best product. As weall know, these don’t stand up to scrutiny. Some large businesses are agile, some small businesses aren’t,cash flow is more important than sales and the best product isn’t always the most popular – just ask fans ofBetamax. Businesspeople can’t afford to make assumptions. That’s why we do our research and basedecisions on facts.The majority of businesses we work with are small to medium-sized enterprises (SMEs). We help themautomate processes and gain valuable insight into their businesses with SAP software. By doing this, thesebusinesses take assumptions out of the equation – it means that instead of relying on anecdotal evidence,they work with the facts. The result is they find it easier to spot opportunities and identify areas to improve.However, before these businesses start dealing with the facts, they often need to challenge another set ofpreconceptions. One we come across frequently is that SAP only works with enterprise organizations. Butthis isn’t the case. More than 77% of SAP’s customers are SMEs. That’s about 88,000 businesses. What’smore, SAP has been working with SMEs for nearly 40 years. As a result, the company understands theunique challenges they face and the tools they need to grow. Insert own Partner message / testimonial here Key points should focus around: enterprise agility, cash flow, automation of processes, gaining insights.© 2012 SAP AG. All rights reserved. 9
  • 10. Suggested Tweets, LinkedIn posts and ImageryBlog Idea 1: Why you don’t have to be an enterprise to work with SAP3 x Tweets Think #sap is for enterprises only? Read our latest blog on why you dont have to be an enterprise to work with SAP [enter bit.ly url] Over 70% of SAP’s customer base are SMEs – find out how SAP understands the unique challenges SMEs face [enter bit.ly url] Want Enterprise agility? Find out how #sap helps SMEs automate processes to gain valuable insight into their business [enter bit.ly url]3 x LinkedIn Posts Myth: SAP only works with enterprise organizations. Fact: Over 70% of SAP’s customer base are SMEs. Now more than ever businesses can’t afford to make assumptions. Do your research and find out why you dont have to be an enterprise to work with SAP. [enter bit.ly url] Myths and misnomers litter the business world. All small businesses are agile, all enterprises are big corporate entities, sales figures are the most important, customers will always buy the best product. As we all know, these don’t stand up to scrutiny. Read our latest blog on Why you don’t have to be an enterprise to realise the benefits of a software solution. [enter bit.ly url] POLL: How many SMEs is #sap working with now? – 88,000 – 77,000 – 30,000 – None© 2012 SAP AG. All rights reserved. 10
  • 11. Blog Idea 2: How spending can be the best way to saveSometimes popular opinion can be misleading. Things you’ve accepted to be true for years can turn out notto be. And other times, there can be a kernel of truth in these old sayings. A popular piece of receivedwisdom is that you have to speculate to accumulate, or, in simple terms, you’ve got to spend money to makemoney. Most businesses know that you can’t just throw money at a problem. However, they also recognisethat carefully planned purchases can pay dividends.We work with many small to medium-sized enterprises (SMEs) and we know how important every financialdecision is to them. That’s why it’s important that we can demonstrate the value of what we do. Most of thebusinesses we talk to know SAP software can help them reduce costs. However, some of them have beenunder the impression that the software is only available to enterprise organisations with big budgets. Thesebusinesses risk missing out.We get to break the good news that SAP is an affordable option for SMEs. In fact, SAP has around 88,000SME customers to prove it. These businesses are not only reducing costs with SAP, they’re also boostingprofitability. In most cases, that translates into a quick return on investment. As a result, we find that most ofthe SMEs we talk to conclude that they can’t afford not to deploy SAP software. Insert own Partner message / testimonial here Key points should focus around: financials, reducing costs, boosting profitability through software© 2012 SAP AG. All rights reserved. 11
  • 12. Suggested Tweets, LinkedIn posts and ImageryBlog Idea 2: How spending can be the best way to save3 x Tweets Speculate to accumulate. How spending can be the best way to save. [enter bit.ly url] #sappartners Find out #SAP software can help SMEs reduce costs and boost profitability [enter bit.ly url] You can’t just throw money at a problem. Our new blog looks into how spending can sometimes be the best way to save [enter bit.ly url]3 x LinkedIn Posts Most businesses know that you can’t just throw money at a problem. However, they also recognise that carefully planned purchases can pay dividends. Read our new blog on how spending can be the best way to save. [enter bit.ly url] Sometimes spending can be the best way to save. Our new blog looks at how #SAP solutions are helping SMEs to reduce costs. What software solutions are you working with at the moment? [enter bit.ly url] [POLL] We have just written a new blog post on how spending can sometimes be the best way to save [enter bit.ly url]. Are you an SME? If so, have you invested in a software solution yet? – Yes – No – Currently in the process of – Not considered it© 2012 SAP AG. All rights reserved. 12
  • 13. Blog Idea 3: The simple route to real business benefitsImplementing new IT can be a daunting prospect for some businesses. They’re worried that it’ll interrupttheir everyday activities, take time to deploy and that staff will need time to get used to it. Similarly, when wetalk to small to medium-sized enterprises (SMEs) about SAP software, they’re often under themisapprehension that SAP software is too complex for a business of their size. They know it can help them,but they’ve always assumed it’s built for large enterprises.However, this complexity is a myth that vanishes when you start looking at hard facts. The businesses thatwe speak to are predominantly SMEs. They’re looking for software that’s easy to run, install and use, andthey want to see real-life examples to prove it. They want to see organisations like theirs that have beenthere and done it. Thankfully, for us, SAP has 88,000 SMEs that have been there and done it. You can seewhat some of them have achieved here. They’ve got the figures to prove that it doesn’t take long to deploythe software and see a return on investment.In the last few years, the number of SMEs implementing SAP software has tripled. That’s partly down to thefact that it’s easy to use and install, but also because it delivers all the benefits that SMEs are led to believeare just for the big boys. It’s not usually very long before they’ve automated previously manual processes,gained greater insight into their business and generated significant cost savings. Insert own Partner message / testimonial here Key points should focus around: implementation, deployment time, complexity, cost savings© 2012 SAP AG. All rights reserved. 13
  • 14. Suggested Tweets, LinkedIn posts and ImageryBlog Idea 3: The simple route to real business benefits3 x Tweets Some SMEs find that implementing IT can be daunting - read our latest blog to see how it can be simple with #sap [enter bit.ly url] Read our latest blog: How #sap is helping SMEs automate manual processes without long periods of implementation/set up [enter bit.ly url] The number of SMEs implementing SAP software has tripled. New blog: The simple route to real business benefits #sap [enter bit.ly url]3 x LinkedIn Posts We hear time and time again that SMEs want software thats easy to run, install and use. The same as any company. Find out how #sap are helping SMEs as well as Enterprises in our latest blog post: [enter bit.ly url] 88,000 SMEs have already deployed #sap software and are seeing a return on investment. Find out more in our latest blog: [enter bit.ly url] [POLL] SAP Software solutions deliver all the benefits that SMEs are led to believe are just for the big boys. More SMEs are discovering this. In the last few years, the number of SMEs implementing SAP software has increased by how much? – Tripled – Doubled – Stayed the same – Don’t know© 2012 SAP AG. All rights reserved. 14
  • 15. Blog Idea 4: How SMEs can meet their need for speed with SAPA bigger business is a better business. It’s a common assumption, but it’s not strictly true. Small to medium-sized businesses (SMEs) have a number of advantages over their larger counterparts. Their size is oftentheir strength – it makes them agile. In fact, most SMEs we speak to pride themselves on this. They canrespond faster to changes in the market and take advantage of new insight and opportunities faster thanlarger organizations.To capitalize on their agility, SMEs need systems that play to this strength. Unfortunately, some SMEs getbogged down by manual processes. They rely on off-the-shelf software that doesn’t quite meet their needsand depend on spreadsheets for their business intelligence. All these things slow their businesses down andmean they’re more likely to miss opportunities. In this environment, executives often resort to makingimportant decisions on a gut feeling rather than the latest data.That’s why it’s always a surprise to hear an SME wondering if SAP software will slow it down. Maybe theperception is that SAP software is only for enterprise organizations, but this couldn’t be further from thetruth. It’s another business myth. Rather than slow these businesses down, SAP helps them become moreagile and able to capitalize on opportunities faster. Insert own Partner message here Key points should focus around: response times, agility, gut feel vs. fact-based decisions, enablement through fact-based decisions© 2012 SAP AG. All rights reserved. 15
  • 16. Suggested Tweets, LinkedIn posts and ImageryBlog Idea 4: How SMEs can meet their need for speed with SAP3 x Tweets Are you concerned about response times when choosing software solutions? SMEs can meet their need for speed too #sap [enter bit.ly url] Read our latest blog: How SMEs can meet their need for speed with SAP solutions [enter bit.ly url] #sappartners Are you relying on off-the-shelf software and starting to worry about agility? Read our latest blog #sap [enter bit.ly url]3 x LinkedIn Posts SMEs pride themselves on being able to respond faster to changes in the market and take advantage of new insight and opportunities faster than larger organizations. To capitalize on this agility, SMEs need systems that play to this strength. Unfortunately, we see some SMEs get bogged down by manual processes. Are you one off them? [enter bit.ly url] In today’s business environment, executives often resort to making important decisions on a gut feeling rather than the latest data. Are you one off them? [enter bit.ly url] [POLL] How long does it take to get an SAP solution up and running? – 2 months – 12 weeks – Don’t know – 3 months© 2012 SAP AG. All rights reserved. 16
  • 17. Best practice Add your own Partner messaging to these blogs, tweets and LinkedIn posts Be a person - not a company Be honest Listen before you leap Introduce yourself – not an elevator pitch Add value – reference case studies and customer testimonials Ask questions – seek to learn and start conversations Keep a balance of opinions vs facts Don’t pick fights Use social media to enhance not replace© 2012 SAP AG. All rights reserved. 17
  • 18. Escalation Process / Dealing with Negative Critique© 2012 SAP AG. All rights reserved. 18
  • 19. Escalation Process / Dealing with Negative Critique© 2012 SAP AG. All rights reserved. 19
  • 20. Reference Materials / Partner Support CollateralSAP Mythbusting Video English Language http://youtu.be/JrZ1hRw2aC4SAP Mythbusting Video German Language http://youtu.be/7GrIZjGJ2FcThink SAP is too big for you? Think again. http://www.youtube.com/watch?v=auMV421GR_sThink SAP is too expensive for you? Think again: http://www.youtube.com/watch?v=dWIH0aRrkGoThink SAP is too complicated for you? Think again: http://www.youtube.com/watch?v=gaRgcgS_3bQSAP is right for SMEs http://www.youtube.com/watch?v=tg1MBhjpNV8© 2012 SAP AG. All rights reserved. 20
  • 21. Partner Support Collateral : SME / SAP The Facts• >77% of SAP’s 97,000 customers are SME customers• 25 new SME customers are added per working day• 55,000 SME channel customers• 9,680 partners in SME Ecosystem• SME is growing 1.5 times faster than the overall SAP business• SAP SME customer base tripled in the last 3 years Source: SAP PERFORMANCE OVERVIEW Q1 2010 Eric Duffaut, EVP & GM, Global SME© 2012 SAP AG. All rights reserved. 21
  • 22. Pre-Populated tracking linksSAP Mythbusting Video English Language http://bit.ly/J3ltxLSAP Mythbusting Video German Language http://bit.ly/IKArXmThink SAP is too big for you? Think again. http://bit.ly/IyaWuhThink SAP is too expensive for you? Think again: http://bit.ly/HHJzhmThink SAP is too complicated for you? Think again: http://bit.ly/HTlW9bSAP is right for SMEs http://bit.ly/J3my8A Don’t forget .. please use these tracking links in all of your activity in order to be eligible for buzz points. Please also submit screenshots of any activity from this kit that you carry out via the email address mail@sapsocialmedia.eu© 2012 SAP AG. All rights reserved. 22
  • 23. Measurement Don’t forget .. please submit screenshots of any activity from this kit that you carry out via the email address mail@sapsocialmedia.eu We recommend the following measurement tools to help you keep track of your activity: Google Alerts (keyword monitoring) Socialmention.com (sentiment) Tweetfeel.com (feeling toward your brand) Google Analytics (traffic) Bit.ly (link tracking) Monitter / Tweetreach / Twitter search (twitter monitoring) http://www.sapsocialmedia.eu/social-listening-tools.php© 2012 SAP AG. All rights reserved. 23
  • 24. Help …Katie Colbourne Cheryl Hamer-LilesSenior Account Manager Channel Partner Communications Managerdnx SAP+44 (0) 1483 202 949 | katie.c@dnxmarketing.com cheryl.hamer-liles@sap.com