This presentation covers how marketing today has changed. Marketers are no longer in control. Focusing on social media is a mistake too many businesses are making. I challenge marketers to first ask "Why?" To determine what metrics you will use to determine success and to have a content strategy to support the content needs of your audience in all the channels where they consume content.

1. Integrating Social Media Into The B2B
Marketing Mix
Michael Brenner
Sr. Director, Integrated Marketing, SAP
Co-Founder, Business2Community.com
@BrennerMichael

2. I’m Not the Social Guy!
Customer Evangelist: passionate about my role in marketing to bring companies
and customers closer together
Email:
michael.brenner@sap.com
Marketing Blog:
B2BMarketingInsider.com
Social News Site:
Business2Community.com
Twitter:
@brennermichael
© 2011 SAP AG. All rights reserved. Confidential 2

3. Me, age 3
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4. Me, 20 pounds years ago
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5. Today we are all connected
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6. What is Marketing?
“The aim of marketing is to know
and understand the customer
so well the product or service fits
him and sells itself…
… The aim of marketing is to
make selling superfluous.”
~ Peter F. Drucker
“Marketing is too important to be
left to the marketing department.”
~ David Packard
© 2011 SAP AG. All rights reserved. Confidential 6

7. Marketing is Hard!
 Consumers are bombarded with over 2,000
marketing messages per day
 More than 200 Million Americans have joined
the U.S. “Do Not Call” list
 86% of people skip television ads
 44% of direct mail is never opened
 99.9X% of banner ads do not receive clicks
 Less than 1% of B2B emails don’t produce a
single click.
 Buyers wait until they have completed 60% to
80% of their research before reaching out to
vendors.
© 2011 SAP AG. All rights reserved. Confidential 7

8. Less like this…
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9. More like this…
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10. Or This… (“The Future of Media”)
"We're seeing platform,
technology, and content
all converging, and it's
happening quickly,“ It's
exciting to me. There's
an appetite for more
original content than
ever, and I have a
company that creates
content, whether it's
distributed in short form,
reality form, live form, or
game form.“
~CNN / Fortune 1/3/12
© 2011 SAP AG. All rights reserved. Confidential 10

11. AMEX Open Forum
•“Help Small Businesses Do More Business”
• All original content
• articles, blogs, research, surveys, contests
• Community / connections
• Find an expert
• White labeled services
• SEO, Creative, (new) BusinessApps
• Heavily branded / CTA “Apply For A Card”
• Personalization
• 1M visitors per months
• “Largest source of new card members”
© 2011 SAP AG. All rights reserved. Confidential 11

12. Publishers Challenge: Monetizing Content
728x90
Logo plus sponsored text
300x250
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13. “Social Networks have existed for as long as we have.”
~ Paul Adams, Google: The Real Life Social Network

14. The Power of Social Media:
They Find You
 57% of businesses have acquired a
customer through their blog
 41% of B2B companies have
acquired a customer through
Facebook
 Company websites with a blog get
55% more visitors
 Inbound marketing leads cost 62%
less than outbound
Center for Marketing Research at the University of Massachusetts
© 2011 SAP AG. All rights reserved. Confidential 14

15. Email Isn’t Dead!
Tied with Search for most popular online activity
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16. Proof of a Social Business? Source: Sirius Decisions
Trend: Inbound Marketing Comes of Age
SiriusPerspective: The reality is that prospects find you when they’re
ready; effective digital and inbound marketing makes you easier to find
Primary Lead Source Analysis
100%
90%
80%
70% 55% 58%
71%
60%
Web
50%
Direct Mail
40% Email
19% Events
30% 21%
20% 11% 14%
9%
10% 6%
15% 12% 9%
0%
2009
© 2011 SAP AG. All rights reserved. 2010 2015 Confidential 16

17. 8 Steps To Play The Social Game
1. Define Goals / Metrics
2. Find Your Buyers
3. Define Influences (-ers)
4. Map The Org. Model
5. Set up Your Channels
6. Content / Context Strategy
7. Engagement Model
8. Enablement Plan
© 2011 SAP AG. All rights reserved. Confidential 17

18. If “Markets are Conversations”… then “Content is King!”
Chart used with permission. For a copy, go to:
http://socialbmr11.marketingsherpa.com/
© 2011 SAP AG. All rights reserved. Confidential 18

19. Roles of Brand Social Media Channels
Engagement
Brand Product Demand
(Loyalty &
Awareness Consideration Generation
Advocacy)
Primary Secondary
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20. We made a sale! Our ROI is 150,000%
“ What are the
best CRM
products for a
law firm?”
“ My suggestion is
OnDemand
solutions:”
© 2011 SAP AG. All rights reserved. Confidential 20

21. Social Media Marketing Use Cases And Tactics
Where and how do we start?
High
Marketing-
wide Medium
priorities1
Low
Social Media
Marketing DISCOVER SAP EXPLORE SOLUTIONS EVALUATE FIT
Plays
Audience use-  Find and/or familiarize  Investigate how SAP’s  Understand and respond
cases with SAP brand new offering better solves to my questions in a
(not exhaustive) my problems timely fashion
 Find and/or familiarize
with SAP solutions  Gain continuous insight  Connect at/in
 Address my concern(s) about SAP’s solutions personal/virtual events
and beyond
 Educate me to make a
better/more informed
decision
 Showcase and share my
success with peers
ENABLE & ORCHESTRATE
Build community
Develop audience presence (on Curate and deliver Build Listening Measure Implement risk
Social Media engagement plan domain, if relevant content Capabilities performance management
capabilities and SM)
(shared
Accelerate Deliver social media
building Nurture, listen &
employee Drive Governance
Integrate with other
aware programs
Leverage
engage routes-to-market influencers
blocks) participation and campaigns
1 Does not imply existing activities will be stopped
© 2011 SAP AG. All rights reserved. Confidential 21

22. KPI Framework
What do we measure?
Social Media
Marketing DISCOVER SAP EXPLORE SOLUTIONS EVALUATE FIT
Plays
Measurement
Categories (as How satisfied are
applicable by prospects/customers
use case) EXTEND & Who and how large
with the engagement REACH
SHARE is the audience or
and how likely are they
reach of a message?
to share it with others?
How likely are
prospects/customers TAKE
to take action as a ENGAGE What is the quality of
ACTION
result of the the interaction and
engagement? experience?
© 2011 SAP AG. All rights reserved. Confidential 22

23. KPI Framework by Social Media Play
Metrics examples in each measurement category, narrowed by play
Social Media REACH ENGAGE TAKE ACTION EXTEND & SHARE
(audience - who & how many?) (engagement focus & quality) (response to call to action) (satisfaction and loyalty)
Plays
Typical measure: Volume Typical measure: Interaction Typical measure: Click-Thru Typical measure: Share
• # of fans, followers • # of retweets or shares • click-thru on bit.ly links • # of repeat visits
DISCOVER SAP • # of brand mentions • # of DMs • referral traffic from social • # of shares
(Become familiar with (listening) • Sentiment & topic of brand networks & communities • change over time in
SAP and its capabilities) • Social footprint mentions (listening) volume/reach measures
• Time spent on site • brand-level message
• Answer/reply % resonance (listening)
Typical measure: Volume Typical measure: Interaction Typical measure: Conversion Typical measure: Repeat
• # of visits to solution blog • # of comments • # of downloads of solution • # of repeat visits
EXPLORE • Traffic to solution sections • # of poll/survey responses whitepaper • # of referrals to friends
SOLUTIONS of on-domain communities • # of review rating scores • # of webinar registrations • change over time in
(collaborate to learn and • # of solution-level mentions entered for solution volume/reach measures
exchange ideas) (listening) • Sentiment & topic for • solution-level message
• solution-level mentions solution mentions (L) resonance
relative to competitors (L) • Answer/reply % for solution
forums
Typical measure: Profile Typical measure: Depth Typical Measure: Conversion Typical measure: Retention
• Audience demographics • Time spent on virtual • # of participants in virtual • # of repeat registrations to
and fit to customer profile platforms, tools or events virtual event
• Audience size relative to collateral on SAP sites • # of leads • # of inquiries / leads from
EVALUATE FIT potential market oppty • Bounce/exit rates • # Marketing Generated install base
(Continue dialog to • Influencer profile (listening) • Click-thru on 2nd level links Opportunities (MGOs) • Change over time in
advance interest) • # of “helpful” answers on • Share of total inquiries / solution-level sentiment,
community total leads / total MGO absolute & relative to
• # of highly active competitors(L)
community members • Change over time in # of
• Change over time in brand defenders and
solution-level mentions (L) advocates
© 2011 SAP AG. All rights reserved. Confidential 23

24. Social Media Dashboards
24
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25. SAP Brand Channels
Launched April 2010 August 2010 Dec 2010 May 2011 Nov 2011
Followers 96,000 16,000 95K (views) 92,000 1,000
Interaction
6% 145% n/a 1% ?
Rate
Clicks / Month thousands Tens of 000’s n/a hundreds ?
•Humanize brand •Driving clicks •Polished •Target audience
Strengths •Light interaction •#SAPChat storytelling •Business context
TBD
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26. Beyond the Brand Channels
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27. Climb the Social Business Hierarchy of Needs
Holistic,
Real-time
Enlightenment Predictive
Empowerment,
Cross-Learning,
Enablement Measurement
Asset Inventory, Best Practice Sharing,
Formation Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Safety
Objectives, Policies, Education, Access
Foundation
“Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, (August 31, 2011)
Available at for download at: http://www.altimetergroup.com/research/reports
© 2011 SAP AG. All rights reserved. Confidential 27

28. 5 Steps to Executive Buy-in
1. Show Them The World Has
Changed
2. Show Them The Money
3. Answer The Hard Questions
4. Present a Strategy
5. Get Them Involved
© 2011 SAP AG. All rights reserved. Confidential 28

29. SAP Social Media Guidelines for Employees
Identify yourself
Be Honest
Be Respectful
Separate Opinions from Facts
Add Value
Be Engaged and Be Informed
Aim for Quality, not Quantity
Don't Pick Fights
Protect Your Privacy
How to Handle Media Inquiries
Legal Considerations
Social Computing and Your Primary Role
© 2011 SAP AG. All rights reserved. Confidential 29

30. Social Organizational Models
•Centralized
•De-centralized
•Hub and Spoke
•Multiple Hub and Spoke
•Honeycomb
On average, 1 out of 330 employees publishes on
social media for business.
Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
© 2011 SAP AG. All rights reserved. Confidential 30

31. Social Media Response Management Triage
Take reasonable
action to fix issue
and let customer
know action taken
Positive Negative
Yes Yes
No Assess the
Does customer
Do you want Evaluate the
need/deserve more
to respond? message purpose
info?
No Yes Unhappy Yes Are the facts No Gently correct the
Response Customer? correct? facts
No
Yes Can you add No Dedicated Yes Are the facts No
value? Complainer? correct?
No Yes
Is the Explain what is being
Respond in Thank the Comedian Yes
problem done to correct the
kind & share person Want-to-Be?
being fixed? issue.
No
Yes
This framework was built using the USAF Blog Triage. Let post stand and
monitor.
© 2011 SAP AG. All rights reserved. Confidential 31

32. SAP: Striving For Enlightenment
© 2011 SAP AG. All rights reserved. Confidential 32

33. SAP Community Network
> 2.4 million members strong
> 200 countries and territories
Members ~ 20,000 new members / month
~ 1.5 million unique visitors / month
> 4 million visits @ 20 million pages / month
Traffic
> 200,000 have contributed (ever)
> 115,000 last year w/ 2,500 top contributors
Contributors ~ 8,000 bloggers … 100+ SAP Mentors …
~ 4,000 posts / day in 350+ forums
~ 2 million topic threads @ 7M messages “SAP Community Network
Momentum ~ 2 million monthly newsletter impressions may be the most extensive use
to date of social media by a
~ 750+ SAP ecosystem solutions corporation.”
Thousands of demos and trials delivered Leveraging the Talent-Driven Organization The
Impact Serving >200 countries @ all industries Aspen Institute - 2010
© 2011 SAP AG. All rights reserved. Confidential 33

34. What’s Next: Social Paid Audience Acquisition
Goal: Grow membership of existing online communities
Creative:
Target:
Employee Size: 50-200 employees
Geography: Global (Primary
English-speaking markets priority)
Title Level: Manager +
KPI's:
Facebook: Increase number of
“likes”
LinkedIn: Increase number of
members
© 2011 SAP AG. All rights reserved. Confidential 34

35. What’s Next: Content Off site and Onsite
Content goes to places advertising can not!
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36. Deliver The Content Audiences Want
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37. What’s Next? Social Business
•Social Selling
•Rapid Customer Response
•Integrated Product Co-Development
•Full Employee Engagement (Employees as Brand)
• Local / Mobile . . .
© 2011 SAP AG. All rights reserved. Confidential 37

38. Marketers Greatest Challenge Today: Become Publishers
Have the content our audience needs . . .
. . . distributed in the channels they use.
Created, Curated and Syndicated content to create conversations
• For each buyer journey stage
• For all “personas” that influence the buying process at each stage
• For all their media channels
© 2011 SAP AG. All rights reserved. Confidential 38

39. Thank You!
More charts in the appendix…
Email:
michael.brenner@sap.com
Marketing Blog:
B2BMarketingInsider.com
Social News Site:
Business2Community.com
Twitter:
@brennermichael
© 2011 SAP AG. All rights reserved. Confidential 39