1. Secrets to B2B Social Media Success Michael Brenner, Sr. Director, SAP Global Integrated Marketing December 15, 2010

2. The Paradox of Social Media

3. Paid Online Media vs. “Earned” Social Media 1. Drive leads, sales pipeline, revenue 2. Increase prospect “engagement”?

4. ~ Paul Adams, Google: The Real Life Social Network

5. “Social networking is a means to an end…. You need to understand what the end is.” ~ Paul Adams, Google: The Real Life Social Network

7. What: Customer-driven content

8. Where:Twitter, Linkedin, Facebook, blogs, YouTube, SCN

9. How: Active listening and support in all campaigns

10. Results: Driving leads for SAP4 major groups 40K+ members 5major groups 2M+ members 40K followers 20+ accounts 35K fans, 15+ active pages “SAP Community Network…may be the most extensive use to date of social media by a corporation.” – Richard Adler, Leveraging the Talent-Driven Organization, The Aspen Institute, March 2010 40K visits via blogs

11. What is the 5th C of Social Media? Customers 2. Content 3. Context 4. Channels Social media is not an interruption but a distraction medium!