Moscow preso SAP social business MY final

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Presentation to students at Plekhanov Russian University of Economics in Moscow on May 22, 2012. Topic: SAP's approach to social business.

Presentation to students at Plekhanov Russian University of Economics in Moscow on May 22, 2012. Topic: SAP's approach to social business.

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  • 1. A Glimpse into Social Business at SAPMark Yolton | Communities & Social Media | SAP MarketingPlekhanov Russian University of Economics | Moscow May 2012
  • 2. Agenda:1. Intro / Background2. Social Business Foundation3. SAP Social Strategy Perspectives4. How SAP Leads & Participates in Social Business5. Looking Forward6. You & Social Media© 2012 SAP AG. All rights reserved. 2
  • 3. Intro / Background
  • 4. My Background© 2012 SAP AG. All rights reserved. 4
  • 5. Social Business Foundation
  • 6. Socialnomics Video http://youtu.be/nPYrbSUqr2k?hd=1© 2012 SAP AG. All rights reserved. 6
  • 7. Vast Landscape of Social Media Tools & Platforms© 2012 SAP AG. All rights reserved. 7
  • 8. Social is Changing the Game From ToPhysical Presence (Shows and Events) Digital RelationshipsSpray and Pray Tactical Hits Complete Buying Lifecycle Engagement“Segment” & “Executive” Targeting PersonasMeasure Activity Measure ResultsProduct Message Product KnowledgeSelling Product Facilitating Solution DiscoverySales Cycle Buying CyclePush Messaging Pull MessagingProduct Marketing Unified Content Marketing StrategyManual Programs Automated Sustainable PracticesShort-Term Tactical Hits Long-Term Lifetime RelationshipsBrand-Building via Claimed Reputation Earned Reputation via Trust© 2012 SAP AG. All rights reserved. 8
  • 9. Social Media Is Central To The B2B Decision Journey 86% +76% 1.5x of B2B tech buyers Influence of social IT buyers trust engage in social touch points grows by social media 1.5x activity for business 76% as buyers move more than any other purposes1 from awareness to content source3 consideration21 Social Technographics for Business Technology Buyers (Forrester 2011)2 The Customer Decision Journey (McKinsey, 2009)3 PJA Social Media Index (2011)© 2012 SAP AG. All rights reserved. 9
  • 10. SAP Social BusinessPerspectives
  • 11. One View of Social Business EngagementReach from Inside Out; Pull to the Core Participate Orchestrate Host = SAP.com SAP Influencers Mentors© 2012 SAP AG. All rights reserved. 11
  • 12. Key Elements of SAP’s Social Strategy SOCIAL SOCIAL SOCIAL SOCIAL I N N OVAT I O N COMMERCE INTELLIGENCE INSIGHT• Use the wisdom of • Leverage our • Enable customer • Extract intelligence the crowd to drive reach and success through from observable higher quality influence to drive the active sharing customer behaviors solutions and speed and to of knowledge, and conversations innovations that dramatically solutions and best to equip our better meet increased leads practices to drive colleagues with customer needs and revenues excellence and insight into and therefore both organically innovation customer hot have greater and through topics, burning market success targeted issues, and new and impact campaigns opportunities © 2012 SAP AG. All rights reserved. 12
  • 13. How SAP Leads &Participates
  • 14. SAP Communities & Social Media© 2012 SAP AG. All rights reserved. 14
  • 15. The SAP Community Network.© 2012 SAP AG. All rights reserved. 15
  • 16. History of Growth & ExpansionSAP Community Network (SCN) 2.5M Members 1.5M UMV Launch: Launch: >100,000 Launch: EcoHub Contributors / App Store Code Business Exchange year Launch: Objects Career BPX Community Center SAP Idea Place Add University > 1M Newsletter 100K Wikis Alliances Subscribers 1M Members Community Members Launch New, Jive Rebrand: Modern SCN Forums SCN Launch: Blogs 1M Forum SAP Posts Developer Network 2003 2005 2007 2009 2012© 2012 SAP AG. All rights reserved. 16
  • 17. 30,000 1,200,000 unique individual visitors each month new members per month 230+ Countries & territories3,000+discussion posts per day 9,200 active bloggers 375+ discussion topics 272,000 total contributors 9,300,000 total messages 450 blogs per month© 2012 SAP AG. All rights reserved. 17
  • 18. Community PublicationsIn Q1 of 2012 alone, SAP published 6 issues of Tech News@SCN : 390K subscribers 5 Issues of Business Process News@SCN : 277K subscribers 3 Issues of Business Intelligence News@SCN : 116K subscribers 1 Issue of IT Management : 35K subscribers 1 Issue of Technology Innovation : 89K subscribers 1 Issue of SAP Cloud Computing : 3K subscribers Launched 1st Edition of Momentum for Moderators and Space Editors Published 448 New documents, 78 New videos© 2012 SAP AG. All rights reserved. 18
  • 19. SAP on Social Media SAP is a social business - Facebook - Twitter - LinkedIn - YouTube - Slideshare - Google+ - Flickr - Blogs - Communities http://sap.com/social© 2012 SAP AG. All rights reserved. 19
  • 20. SAP on FacebookSAP SAP Community Network Current Fans : 122,000+ Current Fans : 30,000+© 2012 SAP AG. All rights reserved. 20
  • 21. SAP on Twitter @SAP @SAPcommnet Followers: ~45,000 Followers: ~11,000© 2012 SAP AG. All rights reserved. 21
  • 22. SAP on Slideshare SAP SAP Community Network© 2012 SAP AG. All rights reserved. 22
  • 23. SAP on LinkedIn SAP SAP Community Network Current Members: ~107,000 Current Members: ~11,000© 2012 SAP AG. All rights reserved. 23
  • 24. SAP on YouTube SAP SAP Community Subscribers: 1,800 Subscribers: 1,750 Video Views: 191,000 Video Views: 174,000© 2012 SAP AG. All rights reserved. 24
  • 25. SAP’s Main Social Channels /SAP all /SAPCommunityNetwork 400,000 30,000 @SAP all @SAPCommNet 300,000 11,000 /company/SAP /(search for our Group) 103,000 11,000 /(google it) 2,500 /SAP /SAPCommunities 176,000 174,000 /SAP /SAPCommunityNetwork 4,800 14,000© 2012 SAP AG. All rights reserved. 25
  • 26. SAP Community Events: SAP TechEd & SAP Forum“Annual Family Reunion” & Physical Manifestation of Virtual Community© 2012 SAP AG. All rights reserved. 26
  • 27. SAP TechEd 2012 – Event Dates and Locations Oct. 15-19 Nov 12-16 Shanghai Dec 4-5 Nov 28-30© 2012 SAP AG. All rights reserved. 27
  • 28. SAP TechEd OnlineRich Content Delivered as Video-on-Demand www.sapteched.com/onlineRich Event Content SAP Executive Keynotes Demo Jams + InnoJams 63 Lecture Sessions 93 Expert InterviewsBonus Video Highlight videos from each location 8 Meet the Speaker interviews 13 “Up Close” attendee profile episodesGreat Viewership = Great Value 300,000+ views in 2011© 2012 SAP AG. All rights reserved. 28
  • 29. SapphireNowOrlando, Florida – 2012© 2012 SAP AG. All rights reserved. 29
  • 30. SAPPHIRE NOW from OrlandoSocial Media Highlights and EnhancementsPartners & Exhibitor Focus 120+ Partners trained Dedicated Partner Ambassador 58 highly engaged ExhibitorsExtended Ambassador Program Directly impacted 20% of the program engagement KPI Over 40 blogs published on SCN (120 total) 40% of all SAPPHIRE NOW blog viewsRun Like Never Before Ad Campaign Integrated campaign themes and copy into key social program tactics and messages Aligned with the existing paid media campaign Well received by audience 5,500 Clicks and 500+ Engagements© 2012 SAP AG. All rights reserved. 30
  • 31. Over-Achievement of Social Media Goals KPI 2012 Goal As of May 16 % of Goal Mentions of “SAPPHIRE NOW” 23,000 36,500 +159% Engagement 5,000 5,500 +110% Clicks 112,500 140,000 +124% Mentions Engagement Clicks© 2012 SAP AG. All rights reserved. 31
  • 32. SAPPHIRE NOW from OrlandoYear to Year Comparison SAPPHIRE NOW 2011 SAPPHIRE NOW 201220,818 Tweets, Facebook Posts, YouTube Videos 36,506 Tweets, Facebook Posts, YouTube Videosand Blogs related to SAPPHIRE NOW published and Blogs related to SAPPHIRE NOW published Non-SAP Non-SAP SAP: 35% employees: 65% SAP: 28% employees: 72%© 2012 SAP AG. All rights reserved. 32
  • 33. Social Media Highlights through Friday, May 1836,500 SAPPHIRE NOW Mentions SAP vs Audience Mentions 28% 72% Customers, Partners, Influencers o Over 89 Million Social Impressions© 2012 SAP AG. All rights reserved. 33
  • 34. Visits to SAP SAP has over 90.3M visits to our digital properties each year. 6x as many people visit SAP than visit the world’s #1 tourist destination (Paris) in a year© 2012 SAP AG. All rights reserved. 34
  • 35. Visitors to SAP With over 44M unique visitors to SAP, If it were a country, we would be the 30th biggest. Larger than Argentina.© 2012 SAP AG. All rights reserved. 35
  • 36. SAPPHIRE NOW / SAP TechEd Events With over 50,000 live attendees across 6 events locations, our single biggest event alone is over 16 football fields of interactive space.© 2012 SAP AG. All rights reserved. 36
  • 37. Fans Our branded Twitter and Facebook pages have over 700,000 fans and followers. They would fill Wembley Stadium 8 times . . .© 2012 SAP AG. All rights reserved. 37
  • 38. UNITED STATES 590,509 INDIA 426,054# Members by Country GERMANY UNITED KINGDOM 326,126 103,552 JAPAN 69,049 FRANCE 64,428 CANADA 63,108 BRAZIL 62,397 CHINA 59,037 NETHERLANDS 47,572 AUSTRALIA 45,907 SWITZERLAND 44,079 NEW ZEALAND 6,188 Other (220) 669,030 Total 2,577,036 #17: Russia – 29,823 members© 2012 SAP AG. All rights reserved. 38
  • 39. United States 769,560 India 616,071# Visits by Country (one month) Germany 241,256 United Kingdom 148,290 Australia 67,953 New Zealand 10,461 France 85,396 Canada 79,850 Singapore 68,407 Others 1,110,453 Total 3,197,697© 2012 SAP AG. All rights reserved. 39
  • 40. Value Delivered to SAP Customers Speed – solve challenges faster, and accelerate execution through access to technologies, models, and a network of experts Impact – drive higher quality outcomes and better business results, by leveraging the community and known best practices, and build reputation as you contribute your knowledge and experiences to help others succeed Efficiencies – reduce TCO resources, time cycles, and financial investments, by re-using proven, existing experiences and solutions Insight – benefit from collective wisdom to innovate and differentiate, while gaining a broader perspective, while expanding your own knowledge and expertise© 2012 SAP AG. All rights reserved. 40
  • 41. What Analysts & Experts Say SAP is far and away the community superstar...” – Comblu, State of Online Branded Communities, Nov 2011 “Community members learn about each others implementations, so the time needed to evaluate technology solutions dramatically decreases.” - Michael Brito, Author, Smart Business, Social Business “SAP has quietly built a B2B social media juggernaut...” –Drew Neisser, Fast Company “Benefits like easier networking, industry recognition and professional development drive engagement.” Paul Gillin & Eric Schwartzman, Social Marketing to the Business Customer “You cant really have a discussion about communities without referencing the SAP Community Network. -Sameer Patel, Partner at Sovos Group, Blogger© 2012 SAP AG. All rights reserved. 41
  • 42. Looking Forward
  • 43. Building Trends in Social Business Metrics & Measurement of reach and impact Clear business ROI Gamification / Game Mechanics Tool and platform evolution and consolidation Social seamlessly embedded into applications & daily work Social commerce – buying and selling with peer recommendations Social innovation – outside-in / agile product and solution evolution Social services and support – wisdom of the crowd Social insight – improvements in sentiment, understanding, signal vs noise Human connectedness – building and leveraging weak ties & strong ties Cultural, societal, political impacts – including business relationships© 2012 SAP AG. All rights reserved. 43
  • 44. You & Social Business
  • 45. Develop Your Personal BrandEstablish and protect your personal brandBuild your personal and professional networkNurture, grow, and constantly expand that networkLeverage the network of connectionsJob searchCareer managementTask / project expertise (give and get)Lifelong professional (skills) development© 2012 SAP AG. All rights reserved. 45
  • 46. The Core Social Business Team at SAPExperts Drive Our Success
  • 47. Thank You!http://linkedin.com/in/markyolton @markyolton mark.yolton@sap.com
  • 48. © 2012 SAP AG. All rights reserved. 48