Ready to become a Social Business? Practical experiences @ SAP

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Ready to become a Social Business? Practical experiences @ SAP

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Social media can help you win new customers and ensure that they become promoters, using their networks to bring even more prospects. This Social collaboration is infusing corporate applications......

Social media can help you win new customers and ensure that they become promoters, using their networks to bring even more prospects. This Social collaboration is infusing corporate applications with a layer that maps to the way your employees engage with each other and with your partners.
So what can you do to turn your business into a Social Business?
In this session at Social Media Week Copenhagen, Schalk Viljoen looked at solutions from SAP available today as well as discuss case studies.

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  • [Talk track:]We live in a world of ‘digital immersion’, and today as customers we don’t see the brands we transact business with through the same channel- focused lens as we may have done in the past – we view the experience we have as 'one experience', irrespective of channel we choose to engage a brand through. This presentation will explore the challenges that not only lay ahead, but also probe some of the ideas on how you can foster the type of engagement which moves beyond the traditional view of customer loyalty and into the world of creating fanatical brand advocacy which goes beyond merely developing a Card and Point loyalty management program>
  • Companies today however are trying to address this issue of the customer being in control against a constantly changing backdrop.For many this is more than a ‘Bigproblem’ – it’s a Big Data problem.Think about it, in the minute or so that it take you to read this slide - EVERY MINUTE OF EVERY DAY, not EVERY DAY, every minute.YouTube users will have uploaded 48 HOURS of new rich media contentGoogle has already processed over 2M new search queries ANDInstagram users will have shared some 3,600 pictures of their largely boring livesAside from creating a virtual mountain of new information for us to mine, what else does this tell us…
  • The convergence of these forces (Social, Mobile, Big Data, and Cloud) has empowered customers and put them in control of the conversation.Customers are Digitally Connected, Socially Networked, and Better informed than ever before.From a CRM perspective the pendulum of control has swung. We no longer talk about Customer Relationship Management but increasingly about the ‘Customer-Managed Relationship’. That’s why at SAP we believe it is simply time to ‘engage customers like never before’.
  • [Talk track:]Because companies social strategies are misalignedRecent Research from the Altimeter Group, has revealed the following insights:.
  • [Talk track:]And the scale accompanying social is applying pressure Most companies that have established a social media presence, and have found it be a powerful communications channel, they are now starting to encounter some challenges. Top of these challenges is the risk to the brand. What is a customer out there who has had a bad experience with your product or service saying about you on social media? Issues can go viral very quickly on social media so companies need to identify the problems early so they can be dealt with approproatly.What compounds this challenge is that for social media, there is a large volume of data, how do you cut through the noise and find the messages you should be paying attention to? And what further complicates things is the need for speed, response times in the world of social media are measure in hours if not minutes? We’ll address how how can you address all these challenges and succeed in your social media efforts.
  • [Talk track:]brings with it a set of challengesBut - Social Intelligence Has Challengesthe challenge to the company now that the consumer has more power?  Is it that they are no longer in full control of their brand image?  That they must rise to the demands of a more informed consumer?2)This is a Small Data problem Silo’ed datasets, methods and tools: Still manual for a subsetStrategy set at different levels in all companies
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  • [Talk track:]Highest Accuracy RateLack of accuracy skews information used to make critical marketing decisionsGarbage in, garbage out – this cost of inaccurate data impacts your marketing effectivenessNETBASE: does 3rd-party verification of their data vs. other social media monitoring competitor solutions; wins every time on accuracy: de-dups, spam, etc..Real-time Insights - Fastest Results w/ Highest Accuracy Social Media is a Big Data issue, when done correctly, there is a lot of data to processOther systems can’t take the Fire-hose of social media data and quickly index it for accurate resultsAgain, garbage in, garbage out. You end up with incomplete results, incorrect actionsNETBASE: Superior technology updates database 11 seconds to bring back real-time insights Easy to consumeYour marketing staff (agency) doesn’t have unlimited resources to conduct weeks of analysisOther systems require a lot more training & experimentation (time) to get average results / dataOften staff avoids using the tool or uses it incorrectly, resulting in garbage in, garbage outNETBASE: Marketing people find it easy to use and get precise results without having a Ph.D. in analytics
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  • Source – Keller Fay Group @ changes the rules for Marketers.These are conversations NOT ‘mentions’ on social media but real conversations.The problem for marketers today is that they are very rarely participants in those conversations happen peer-to-peer between customers and exclude any opportunity for them to influence the conversation.Marketers need to rethink how to better engage their audiences with reach, relevance, and scale.
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  • Last but not least, Listening to and Engaging Customers on Social Media can become another key strategic differentiator for every customer service organizaion.The first step is to listen to customers and prospects in social media, and doing so at scale is key.Secondly, you want to engage your customers, prospects, thought leaders and critics on their terms, i.e. on those properties where they share their thoughts online. Only then will your customer service outreach be credible and authentic.The next step of engagement is to respond in real time. And it’s equally important to respond to your biggest fans and brand advocates as it is to respond to your critics. No response is not an option.Lastly, social media engagement is a great vehicle to build or strengthen your brand perception.In a nutshell, there are numerous reasons to listen and engage your customers in social media.
  • Multi-Channel ServiceE-mailPhone (CTI)Web self-service portalChatBranded CommunitiesSocial Media *ProductivityE-mail response managementRouting and escalation rulesKnowledge baseIntegration with existing knowledge baseContext-sensitive recommendationsEasily share content with customersCollaborationContextual social collaboration with integrated feedAnalyticsReal-time service performance with pre-built dashboardsEmbedded reports response times, handle times, priority and escalation trendsMobilityManage service requests on iPad – anytime, anywhereIntegrationNative integration with SAP ERP and SAP CRMOpen API
  • Whether it’s an instant message, a phone call, a Tweet or Facebook post, mobile technology helps us stay in touch with friends, relatives, and followers. The connecting is easy but selecting a mobile provider, plans, services, and equipment can be a real challenge. Sometimes, making a decision on a mobile service might seem a more involved process than buying a car.  The market for mobile service providers is highly competitive. T-Mobile USA, a subsidiary of Deutsche Telekom AG, is looking to change the game and make choosing a service provider much more customer centric. T-Mobile USA is embarking on a new strategy that involves scrapping long-term contracts, increasing customer engagement and satisfaction, and focusing on winning back market share. T-Mobile USA has 33.4 million subscribers and is expected to add another 8.9 million when the pending merger with MetroPCS Communications closes.  Looking for a competitive advantage, T-Mobile USA knew that social media was one way it could engage and connect with customers. As part of its “T-Force” social media initiative, the company needed a new tool to help scale its social media practice.  T-Mobile USA was running the Service Cloud solution from along with Radian6 for social media analytics, but realized the solution was not meeting its needs, particularly in response time and scalability. The company decided a change was in order and shifted to the SAP Social OnDemand and SAP Sales OnDemand solutions combined with the SAP Social Media Analytics by NetBase. The SAP team was able to demonstrate that SAP Social Media Analytics could meet T-Mobile USA’s aggressiveresponse requirements, increase the productivity of its social media team by 27%, and provide reporting that was four times faster than Radian6.  T-Mobile USA identified the following advantages of the SAP Cloud portfolio:Customer relationship management tools with a friendly user interfaceSentiment reporting and analytics with SAP Social Media Analytics by NetBaseIntegrated chat functionality with SnapEngage Live Chat Together with SAP, T-Mobile USA wants to leverage social media to become a world leader in customer connections, both this year and beyond. When customers think T-Mobile, they will think quick customer service, a unique user experience, and a positive sense of engagement. And with a reputation like that, choosing a mobile service provider will suddenly get a whole lot easier. With this customer centric focus and strategy of eliminating long term contracts, T-Mobile USA expects to increase market share in this highly competitive market. 
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  • But your customers have become empowered by technologies like social media and smartphones. They're better informed, socially connected and able to switch products, services and vendors more easily than ever before.  -----------------------------------------------Incorporate facts below into your talk track as desired:In the US and numerous other countries around the world, there are more smartphones than there are people: of American adults own a smartphone - customers spend at least half of total shopping time researching products online.53%of customers abandoned an in-store purchase due to negative online sentiment.~~~~~ Use appropriate stat below ~~~~~~On average, 57% of EU5 adults own a smartphone (see link for breakdown) - than 50% of Australians own a smartphone - million smartphones expected to be sold in China in 2013 -


  • 1. Ready to become a Social Business? Practical experiences @ SAP Schalk Viljoen SAP, Cloud Social Media @SchalkViljoen @SAPCloud @SMWCPH
  • 2. WE LIVE IN A WORLD OF DIGITAL IMMERSION Social Rich Content Mobility Apps
  • 3. SOURCE: DOMO, INC. EVERY MINUTE OF EVERYDAY 48 hrs 3,125 $272,070 of YouTube uploads Flickr photos Consumers spend 217 3,600 100,000 new mobile web users Instagram photos Twitter tweets 347 204,167,667 47,000 Wordpress blog posts Email messages Apple app download 571 2,000,000 34,722 new websites Google queries Facebook likes 2,083 684,478 61,141 Foursquare check-ins Facebook shares hours of music uploaded
  • 4. EMPOWERED CUSTOMERS ARE Digitally Connected 79% of customers spend at least 50% of total shopping time researching products online Socially Networked 53% of customers abandoned an in-store purchase due to negative online sentiment. Better Informed 59% of customers are willing to try a new brand to get better customer service.
  • 5. Their expectations continue to rise. RELEVANCE ENGAGEMENT INNOVATION CONVENIENCE REPUTATION © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 5
  • 6. Technology has changed how your customers make purchase decisions and how they choose to have a relationship with you © 2014 SAP AG or an SAP affiliate company. All rights reserved. 6
  • 7. THIS CHANGES THE RULES FOR MARKETERS You have built up systems and processes to attract customers using traditional means. Now what? © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 7
  • 8. COMPANIES SOCIAL STRATEGIES ARE MISALIGNED 34% 28% 50% Only 34% of businesses feel that their social strategy is connected to business outcomes. Just 28% of companies we studied feel that they have a holistic approach to social media, where lines of business and business functions work together under a common vision. Only half said that top executives were “informed, engaged and aligned with their companies’ social strategy." SOURCE: ALTIMETER GROUP © 2014 SAP AG or an SAP affiliate company. All rights reserved. 8
  • 9. ENTERPRISES ARE STRUGGLING WITH SOCIAL MEDIA CHANNELS VOLUME VELOCITY VARIETY © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 9
  • 10. Become a Social Business: Activities that use social media, social software, and social networks to enable the more efficient, effective, and mutually useful connection between people, information, and assets. These connections can drive business decisions, actions, and outcomes across the enterprise. MIT SLOAN SCHOOL OF MANAGEMENT
  • 11. At the core of Social Business 1. Listen & Understand 2. Be Agile 3. Be Personal 4. Foster Community © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 12
  • 13. LISTEN TO THE MILLIONS OF PUBLIC CONVERSATIONS UNDERSTAND THE CONTEXT OF THESE CONVERSATIONS What? What are people talking about? When? When did they talk about it? SAP Social Media Analytics Where? Where do these conversations occur? 5Ws of Social Intelligence Who? Who is talking? Why? Why are they talking about it? © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 14
  • 14. HOW DO PEOPLE FEEL? Is overall sentiment positive, negative, or neutral? Lack of hot games… It hurts my eyes! Poor battery life… I want one… What’s the net sentiment? How passionate are our customers? What is the share of buzz compared to our competitors? © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 15
  • 15. DERIVING SENTIMENT FROM SOCIAL MEDIA IN REAL-TIME Natural Language Processing Engine delivers ACCURATE social insights Lack of hot games… It hurts my eyes! Poor battery life… I want one… NLP engine processes conversations the way a human does to determine sentiment (like, dislike) and passion intensity (strength of expressed sentiment) as well as emotion (happy, sad), and behavior (want, buy, return) - all with a high degree of accuracy. © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 16
  • 16. WHAT IS SAP SOCIAL MEDIA ANALYTICS? Gives you a holistic view of these conversations on the social media HIGH ACCURACY • • • Low spam Low duplicates Less noise REAL-TIME INSIGHTS • • • • Current Insights Access Historical Data Zero in on a topic Compare multiple topics © 2014 SAP AG or an SAP affiliate company. All rights reserved. EASY TO CONSUME • • • • Minimal time Minimal staff Minimal setup Totally intuitive SOCIAL MEDIA 17
  • 17. SAP SMA ADDRESS ALL ANGLES IN THE MIND OF THE CONSUMER/PROSPECT/CUSTOMER “I wonder what my friends think of this product?” “I wish companies would care more about…? “Maybe I should consider brand x?” “I really value the opinion of tastemaker x” “It would be cool if product x could do this” “This is a really cool feature” © 2014 SAP AG or an SAP affiliate company. All rights reserved. “I need something new” “How do I buy”? “That’s a interesting new product” “Cool commercial” Who else makes one of these?” “I can’t get this to work” 18
  • 18. PROVEN CUSTOMER VALUE “One of the biggest reasons we went with SAP Social Media Analytics by NetBase was that we wanted to analyze social media deeply for insights and research purposes. SAP Social Media Analytics by NetBase stood out to us in terms of the technology being aligned that way” – MAJOR AUTOMOTIVE MARKET RESEARCH COMPANY “The depth of the science as well as the technology team that’s there is impressive” – MAJOR AUTOMOTIVE MARKET RESEARCH COMPANY “The major advantage of SAP Social Media Analytics by NetBase is simplicity, ease of use, design, and the GUI. The VP of corporate marketing has a seat and can pull reports. That is one of the key differences” – MAJOR TECHNOLOGY COMPANY © 2014 SAP AG or an SAP affiliate company. All rights reserved. 19
  • 19. SAP SOCIAL MEDIA ANALYTICS CONTENT SOURCES Twitter: 12 billion sound bites News Channels: 500million sound bites and 55000 sources Facebook: 3.2 billion sound bites Other Social Networks: 170 million sound bites and 10,000 sources Forums: 6 billion Total Sound Bites: 54Billion Blogs and comments: 6.5 billion and 150 million sources Total Documents: 31Billion Consumer Reviews and Professional Reviews: 200million sound bites and 300million sources DATA LAST UPDATED: OCT 07 2013 © 2014 SAP AG or an SAP affiliate company. All rights reserved. 20
  • 20. BE AGILE.
  • 21. SAP Jam Enterprise social networking • • Personal profiles • Discussions and comments • Blogs and wikis • Chat and direct messaging • Document sharing and editing • Structured collaboration Activity feeds and groups Video recording and screen captures • • • • • • • “Gamification” • • • Brainstorm and problem-solve Idea rankings Pro/con analysis Idea and Q&A Forums Timeline and tasks Dynamic agenda builder Decision approvals and tracking Internal & External Teaming Motivate and incentivize Reinforce desired behaviors Contests, badges, missions, or point systems • • Protect key corporate information with enterprise-grade security Monitor users, content, and groups Customizable interface Customers • • External vendors & agencies • Security and Administration Employees & contractors Partners Integration @SchalkViljoen @SAPCloud • Social built into your applications and business processes • Native integration with SAP CRM, SAP Social Media Analytics, SAP Cloud for Sales, SAP Cloud for Service, SuccessFactors BizX platform, SAP Cloud for Financials, and SAP Business Suite • • • Microsoft Sharepoint Connector
  • 22. BE PERSONAL.
  • 23. SOCIAL MEDIA ENGAGEMENT • Connect and engage your customers on their terms • Respond in real-time to critics and brand advocates • Strengthen brand perception through public engagement © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 24
  • 24. SAP CLOUD FOR SOCIAL ENGAGEMENT • • Message routing and prioritization • Enterprise-wide collaboration for fast, informed responses • Combine social and enterprise data to establish complete customer profiles • Analyze team effectiveness, service trends, and sentiment • Solution finder with knowledge base integration • © 2014 SAP AG or an SAP affiliate company. All rights reserved. Automatic ticket creation from multiple Social Media channels Seamless ERP & CRM integration for products, order status and more @SchalkViljoen @SAPCloud @SMWCPH 25
  • 25. SOCIAL ENGAGEMENT Our ROI in dollars is definitely in the millions. Depending on the scale of your operation and your programs, the ROI is at least ten million dollars in opportunity. AT A GLANCE OBJECTIVE • Take on larger rivals by providing a delightful social media experience Krissy Espindola Director, Knowledge Management & Social Customer Support SOLUTION • SAP Cloud for Social Engagement • SAP Social Media Analytics by Netbase BENEFITS • Meet increasing demand for social media customer service channel without scaling team • Reduced churn © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 26
  • 27. SAP Community Network (SCN) © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 28
  • 28. SCN: The Social Network for SAP Professionals 2.1 million 110 million page views in 2013 unique visitors each month 230+ countries & territories 15,000+ 700+ discussion threads per month community moderators 500+ SCN topic spaces 1,400 blogs per month 113,000+ contributors *Status asSAP September 17, 2013 All rights reserved. of AG or an SAP affiliate company. © 2014 1.1 million SCN newsletter subscribers @SchalkViljoen @SAPCloud @SMWCPH 29
  • 29. Ready to become a Social Business? 1. Listen & Understand 2. Be Agile 3. Be Personal 4. Foster Community Take the first step today. © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 32
  • 30. Thank you Schalk Viljoen @SchalkViljoen @SAPCloud © 2014 SAP AG or an SAP affiliate company. All rights reserved.
  • 31. © 2014 SAP AG or an SAP affiliate company. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG or an SAP affiliate company. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG (or an SAP affiliate company) in Germany and other countries. Please see for additional trademark information and notices. Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors. National product specifications may vary. These materials are provided by SAP AG or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP AG or its affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP AG or SAP affiliate company products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. In particular, SAP AG or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation, and SAP AG’s or its affiliated companies’ strategy and possible future developments, products, and/or platform directions and functionality are all subject to change and may be changed by SAP AG or its affiliated companies at any time for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions. © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 34