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  • [twitter]If Twitter means more power to audiences and fewer bad presentations, that’s a good thing![/twitter]
  • Collaborative Co-operative 'Declarative living' (The idea that rather than posting stuff that allows people to stalk us, we purposefully digitise and post our lives so that we get more value back - contacts, connections, etc.) Social networking empowered the masses.
  • All emails have Social linksAll webcasts have Social support
  • Structurer le réseau interneAjouté le reseau externe
  • Structurer le réseau interneAjouté le reseau externe
  • Enrich traditional customer facing (CRM processes) with the social WebLeveraging Web 2.0 from Solution to Sale / CommunitySo, in this webcast we will be talking about these three areas:How have we, at SAP, enabled web 2.0 capabilities within the SAP CRM 2007 solution to make it easier to use and at the same time more powerful for the user driving user adoption and productivity.How are we leveraging Web 2.0 to connect and collaborate with our customers and partners and enable customers and partners to better interact with each other. We have built a customer community where customers come to share best practices and success. Plus, we are using this community to develop deeper understanding of your needs and requirements.The vision for the next generation of CRM applications: Building Web 2.0 centric applications from the ground up - bringing together both unstructured and structured data to enhance customer and market insight.
  • Trusted sourcehttp://developer.yahoo.com/social/socialdir/Linked In
  • Username:grandprix password: Xper!ence
  • [twitter]Use the PowerPoint Twitter Tools to check for feedback: http://bit.ly/33BYeB[/twitter]
  • Financial monitoring – use WiGO to retrieve account balances from around the worldCall center optimization – analyze call center logs in SAP CRmProcurement optimizattion – retrieve inventory and price from a volume of vendors and identify the lowest price in seconds
  • Structurer le réseau interneAjouté le reseau externe
  • [twitter]Twitter gives presentation audiences a new weapon — have you used it?[/twitter]
  • [twitter]Yes, Twitter is just a fad — like email, the internet, PCs…[/twitter]
  • Social media is not a strategy but part of communications and public relations.
  • Transcript

    • 1. Web 2.0 And Social Media @SAP
      Timo ElliottOctober 2010
    • 2. Introduction
      Technology Evangelist: passionate about Web 2.0 and Enterprise 2.0, Analytics and Business Intelligence
      Email:
      • timo.elliott@sap.com
      Blogs:
      • TimoElliott.com
      • 3. SAPWeb20.com
      Twitter: timoelliott
    • 4. Topics
      Web 2.0 / Social Media Best Practice
      SAP & Web 2.0
      Web 2.0 with SAP
      Web 2.0 at SAP
      Web 2.0 by SAP
    • 5. recognize that using the web to partner with their customers will have a significant impact ontheir business
      of enterprise early adopters are planning online communities
      B2C
      B2B
      The social evolutionSocial media is changing the way your customers do business
      Social Web
      of U.S. online consumers will be viewing social content by the end of 2009
      85%
      58%
      85%
      58%
      40%
      of European online consumers continue their uptake of social media, with more than half now regularly engaging in some type of social content
      40%
      50+%
      50+%
      Serious Business - Web 2.0 Goes Corporate,The Economist Intelligence Unit, January 2007
      Forrester, January, 2009
      © SAP 2009 / Page 4
    • 6. The social challengesWith the social Web comes channel proliferation
      The Social Web
      Company
      Customer
      “By 2010, more than 60% of Fortune 1000 companies
      with a Web site will have some form of online community
      that can be used for customer relationship purposes.”
      “The Business Impact of Social Computing on CRM”, Gartner, February, 2009
      © SAP 2009 / Page 5
    • 7. What is Social Media?
      It’s basically about communication: you want your customers to know, like, and trust you, and these are powerful tools
      Don’t focus too much on the channels — these are like different languages. The content and value of the conversation is what counts
      It’s a process, not an event — to build relationship with potential customers, and maintain a good relationship with existing customers
    • 8. Five Reasons to Embrace Social Media
      1. You’re already involved in social media
      Your employees are doing it
      Discussions about brand are taking place
      If you participate you can shape outcomes
      2. Comparative advantages
      Word of mouth is the #1 influencer of purchases
      Does not require a media budget
      Viral effect can carry a message a long way
      3. Revenue growth
      Among the top 100 Brands, those using social media saw 18% lift in revenue (Altimeter/Wet Paint 2009)
      91% of Inc. 500 use social media (Umass Dartmouth 2009)
    • 9. Five Reasons to Embrace Social Media
      4. Must-have for corporate awareness
      Creating brand awareness and consideration
      Inbound marketing / research
      Community relations
      Recruiting / employee relations
      Investor relations
      Crisis / corporate communications
      5. Search engine rankings
      Can produce great results
    • 10. Social Media is Important
      Social networks now represent the fastest growing Internet segment – 3x the rate of overall Internet growth. (2009)
      Social networking sites are growing at the rate of 47% annually, reaching 45% of total web users. (2006)
      Social networking and blogging are now the 4th most popular online activities according to Nielsen’s recently released Global Faces and Networked Places report. (2009)
      Source: UMASSD Center for Marketing Research 2008
    • 11. Leading Companies are Turning to Social Media
      Source: UMASSD Center for Marketing Research 2008
    • 12. Social Media Use is Growing
    • 13. How Social Media is Being Used
    • 14. Most Organizations Are Only Experimenting
      What is your current approach to social media strategy?
    • 15. More Power to the People
      Social media puts buyers, not marketers, in control
      Often leading-edge adopters and opinion-leaders
    • 16. Change from Top Down to Bottom Up
      Slide15
      Start with the audience, not the tools
    • 17. Increased Corporate Transparency is Inevitable
    • 18. It’s About Being Human
      Communication
      Connections
      Collaboration
      Collective wisdom
      Contributing
      Content creation
      Community
    • 19. People Trust Other People
    • 20. Social Media Pitfalls
      1. Rush to action without a plan
      2. Lack of objectives and measurement
      3. Content guidelines
      4. Failing to engage audience
      5. Limited reach
    • 21. Social Media Pitfall #1: Rush to Action
      Rushing to action without a plan (shiny new object)
      Hasty decisions and knee-jerk reactions
      One-off approach
      Focus on the wrong objectives or platforms
      Failing to understand requirements and resources
    • 22. Social Media Pitfall #2: Measurement
      Success requires
      Defined and measurable objectives
      Metrics that tie to those objectives
      Tools and knowledge for tracking metrics
      Ability to translate online activity into business results
      Methodology to translate ROI
    • 23. Social Media Report: Buzz Volume Trends
    • 24. Social Media Report: Sentiment
    • 25. Buzz Volume Cross Topic
    • 26. Social Media Metrics
      Engagement Metrics
      Site visits
      Unique visitors
      Visit frequency
      Page views per visit
      Time on site
      Registrations
      Conversions
      Web 2.0 Metrics
      Posts
      Tweets and ReTweets
      Facebook Fans
      Followers
      Ration: following to follers
      Mentions
      Content Views
      Content Uploads
      Shared pages
      Sentiment ration
      Page 1 search rankings
    • 27. Social Media Pitfall #3 Content
      While content is critical, it is often an afterthought
      Must be engaging
      Requires content planning
      Format: copy, video, photos, audio
      Type: original vs. repurposed
      Source: where will it come from
      Brand guidelines, legal issues, etc.
    • 28. Social Media Pitfall #4
      Social Media is about listening and interacting vs. shouting
      “Spray and Pray” doesn’t work
      Think: Telephone vs. Megaphone
      Engagement hurdles:
      Lack of interesting and relevant content
      Self-focused content
      Too much self-promotion
    • 29. Social Media Pitfall #5: Limited Reach
      Social media only works with a large audience
      Process of building a network is often overlooked
      Without reach, there is no ROI
    • 30. Avoiding Social Media Pitfalls
      Goals: Who and What
      Define audiences and identify influencers
      Define objectives
      Set reasonable expectations
      Media: which social platforms?
      Engagement: how to listen and interact?
      Content: types of media, voice, frequency
      Duties: producing, posting, sharing, responding
      Policy: addressing negative comments
      Reach: how will you promote your program?
      Online, email, offline, PR, word of mouth
      How will you build your network?
      Resources: what is needed: what will it cost?
      People, process, assets, tools, etc.
      Metrics: how will you measure success
      What metrics will you use?
      What tools will you use?
      How will you translate into ROI?
    • 31. Social Media Strategy
      Tactics:
      Facebook,twitter, etc.
      Research, planning, listening…
      Components of a social media strategy:
      Audiences
      Objectives and metrics for measuring success
      Team and resources
      Key influencers (and tactics for engaging them)
      Social media sites, networks, and groups
      Content guidelines
      Operational plan for producing, posting, sharing
      Marketing plan to promote and build network
      Tools (influencer tracking, monitoring, reporting)
      Methodology for translating activity into ROI
    • 32. Forrester’s 4-step approach to set social strategy
      P
      O
      S
      T
      PeopleAssess your customers’ social activities
      ObjectivesDecide what you want to accomplish
      StrategyPlan for how relationships with customers will change
      TechnologyDecide which social technologies to use
    • 33. People
      Where are your customers online?
      What are your customers’ social behaviors online?
      What social information or people do your customers rely on?
      What is your customers’ social influence? Who trusts them?
      How do your customers use social technologies in the context of your products.
    • 34. Which Media?
    • 35. Organizational Models
      34
    • 36. Processes Brand Triage
      35
    • 37. Roles
      Social strategist: Responsible for the overall program, including ROI
      Community manager: Customer facing role trusted by customers
      36
    • 38. Social Technographics Ladder
      Publish a blog
      Publish your own Web pages
      Upload video you created
      Upload audio/music you created
      Write articles or stories and post them
      Creators
      Post ratings/reviews of products/services
      Comment on someone else’s blog
      Contribute to online forumsContribute to/edit articles in a wiki
      Model audiencepropensity to usesocial media inbusiness decisionmaking/adoptionactivity
      Critics
      Use RSS feeds
      Add “tags” to Web pages or photos
      “Vote” for Web sites online
      Collectors
      Maintain profile on a social networking site
      Visit social networking sites
      Joiners
      Read blogs
      Watch video from other users
      Listen to podcasts
      Read online forums
      Read customer ratings/reviews
      Spectators
      Groups include people participating in at least one of the activities monthly.
      None of the above
      Inactives
    • 39. Today: Product-Centric Channels
      C
      C
      C
      C
      C
      C
      C
      C
      C
      Retailer
      MSP
      VAR
      Vendor
      Distributor
      Offers
      Customer
      Master
      VAR
      DMR
      Referral Partner
    • 40. Tomorrow: Customer-Centric Channels
      C
      C
      C
      C
      C
      C
      C
      Retailer
      MSP
      VAR
      Vendor
      Distributor
      Customer
      Needs
      Master
      VAR
      DMR
      Referral Partner
    • 41. Progressive approach to becoming a social enterprise
      Customer
      Advocacy
      TRANSFORM
      Loyalty
      Evolve Relationships
      ENGAGE
      • Evolve roles
      • 42. New business models
      Satisfaction
      ENABLE
      Build Customer Trust
      Improve Brand Perception
      Degree of
      Change…
      • Listen and understand
      • 44. Share and consume
      © SAP 2009 / Page 40
    • 45. Agencies
      Test to see that they focus on relationships, not campaigns.
      Ask when they failed at social media – and what they learned.
      Hire only agencies with “scar tissue.”
      Leverage agencies and have them train you in all things social.
      Enable fast, concerted entry into the market.
      Be wary of agencies wanting to craft your strategy – only you can do that.
      41
    • 46. Example “Social Readiness” Health Check Survey
      42
      Ideally, you should be at “4.0” for launch.
      Area of opportunity.
    • 47. What To Avoid…
    • 48. A Kryptonite lock is picked apart by a blogger with a Bic pen. First blogs, then the New York Times amplify the feat as the company fails to respond.
      Social Relevance: Viral effect costs $15 million in product recalls.
      September 2004: Kryptonite
    • 49. L’Oreal is skinned alive by the first big fake blog fiasco
      Social Relevance: The first demonstration that flashy advertising values don’t work in social media.
      June 2005: L'Oreal
    • 50. Jeff Jarvis invents “angry blogger slams customer service syndrome”. Hundreds of others blog about similar shoddy Dell customer service.
      Social Relevance: Dell is one of the first companies to learn that, in social media, you ignore your customers at your peril.
      August 2005: Dell
    • 51. Chevy’s Design your own Tahoe competition loses its big end to crowdsourced complaints.
      Social Relevance: A big brand learns first-hand it has no control when it comes to social media marketing.
      April 2006: Chevy Tahoe
    • 52. Folksy “Isn’t Wal-Mart great” travel blog “Wal-Marting Across America” hits a reputation pot-hole when unmasked as being paid for by company.
      Social Relevance: Black eye for Wal-Mart amid accusations that it was trying to shift attention away from criticism of its labor practices.
      October 2006: Wal-Mart
    • 53. Taco Bell suffers the ultimate PR horror, rats taking over one of its Manhattan chains. And a local TV news crew was there to document it.
      Social Relevance: Rodents in the kitchen making local news isn’t exactly new. But 1.2 million views on YouTube? That’s global embarrassment and one still viewed.
      February 2007: Taco Bell
    • 54. Unilever’s Dove brand finds itself on the receiving end of an aggressive Greenpeace social media campaign against palm oil-driven deforestation.
      Social Relevance: Greenpeace, understanding the power of compelling, shareable content uses YouTube to stoke consumer ire against the largest palm oil buyer.
      April 2008: Dove
    • 55. In the wake of an employee gross-out video that spread virally on YouTube, Domino’s USA president takes a leaf out of JetBlue’s book and issues a social media apology.
      Social Relevance: Once crisis comms was handled by press releases and carefully co-ordinated TV interviews. Now the discourse plays out online in real time.
      April 2009: Domino’s Pizza
    • 56. United Airlines handles hundreds of lost and damaged baggage complaints each year. But aggrieved Dave Carroll went viral with his ballad of a broken guitar.
      Social Relevance: United had 9 months to placate Carroll before he penned his protest song. Instead they were confronted with a backlash millions empathised with.
      July 2009: United
    • 57. Greenpeace targeted Nestle but only when activists besieged Nestle’s Facebook page and the company got aggressive and deleted posts did it become a global story.
      Social Relevance: Nestle’s inept social media community management made it look like an arrogant, tin-eared corporate to the public. Just what Greenpeace wanted.
      February 2010 Nestle
    • 58. BP spills millions of barrels of the oil into the Gulf of Mexico. Finds its online PR response clogged by Facebook outrage and a fake, hilarious Twitter account.
      Social Relevance: While BP spent £93m on ads, social media kept the pressure on. 350 “Boycott BP” Facebook groups formed and 188,000 followed fake @BPGlobalPR.
      June 2010: BP
    • 59. Social Media Triage
      55
      Take reasonable action to fix issue and let customer know action taken
      Negative
      Positive
      Yes
      Yes
      No
      Assess the message
      Evaluate the purpose
      Do you want to respond?
      Does customer need/deserve more info?
      Unhappy Customer?
      No Response
      Yes
      Are the facts correct?
      Gently correct the facts
      Yes
      No
      No
      No
      Can you add value?
      DedicatedComplainer?
      Are the facts correct?
      Yes
      Yes
      No
      No
      Yes
      Respond in kind & share
      Thank the person
      Comedian Want-to-Be?
      Explain what is being done to correct the issue.
      Is the problem being fixed?
      Yes
      No
      Yes
      This framework was built using the USAF Blog Triage.
      Let post stand and monitor.
    • 60. Web 2.0 with SAP, at SAP, and by SAP
    • 61. Social Media with SAP
      Who: Technology decision makers, buyers and influencers
      What: Twitter, Linkedin, Facebook, Social sharing, blogs, YouTube, SCN
      How: Active listening and support in all campaigns
      Results: Driving leads for SAP North America
      5major groups, 2M+ members
      10+ major groups 50K+ members
      45K followers30+ accounts
      55K fans, 30+ active pages
      40K visits via blogs
      “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
    • 62. Lots of Tracking and Measurement
    • 63. Dynamic Ecosystems Enable Adaptability inan Era of Fundamental Change
    • 64. SAP Community Network (SCN) A Rich, Global Network of Communities and Assets
      Customers
    • 65. SAP Community Network
    • 66. The Community, Visualized
    • 67. Creating Communities
    • 68. Industry Best Practice
      Many businesses can create stickinessby building user communities. Every year, … SAP hosts conferences where customers can meet with IT experts, software developers, and, most important, each other. These aren’t sales events per se, but you can be sure that attendees leave with a feeling of partnership with SAP.”
      Jack and Suzy Welch, The Welch Way Business Week, September 2008

      THE
      WELCH WAY
      SAP has set the standard— certainly within the tech industry — and offers a good example of the potential. SAP is one of the leaders in the scale, diversity, and integration of its vast ecosystem.”
      John Hagel and John Seely BrownHow SAP Seeds InnovationBusiness Week, July 2008


      SAP ranks in the top ten of "the world's most valuable brands based on how they leverage social media to interact with customers.”
      Charlene Li The World’s Most Valuable Brands. Who’s Most Engaged? Altimeter, August 2009
      SAP has elevated its community development into an entirepractice…it allows the most dedicated members of its community direct access to senior management to provide feedback on products, services, and strategy. This is the best way to stay customer-focused and relevant in a rapidly changing competitive environment.”
      Chris Andrews Four Components of Successful Innovation, Forrester, April 2009

    • 69. Socially-Aware Marketing
    • 70. 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
    • 71. We’ve Had Our Own Stumbles
    • 72. SAP Employee NetworkMany Tools – One Intranet
      SAP Employee Network
      ManagedContent
      Spark Ideas
      Questions
      MyPage
      SAP Employee Network Tools
      Corporate Portal
      Tube
      Decisions
      Talk
      People
      Communities
      Documents
      Connect
      Social Media
      Wizard
      Search
    • 73. SAP Employee NetworkCommunities
      What are Communities?
      • Collaborate online and network across teams
      • 74. Provide information, give feedback and discuss
      • 75. Find the right people (experts, peers, etc.) and share knowledge fast and easily
      • 76. Follow other users’ activities
      • 77. Find the right people like peers and experts
      • 78. Start discussions and share your thoughts
      • 79. Write blogs and read what others have to say
      • 80. Follow other users
      • 81. Create and maintain online documents
      • 82. Benefit from versioning and tagging
      • 83. Create bookmarks
      • 84. Profit from other users’ bookmarks
      • 85. Find subject matter groups and communities
      • 86. Maintain membership for own groups/communities and request membership
      © SAP 2010 – Employee Network – Page 69
    • 87. SAP Employee NetworkTalk
      What is Talk?
      Talk is a secure, internal microblogging platform for SAP. Users post short notices (up to 140 characters) which are broadcast to friends and colleagues across SAP via the web, desktop applications, email, or Blackberry client.
      Interesting features
      • Post a message to a specific group
      • 88. Integrate blogs to your preferred RSS reader
      • 89. Receive e-mail notifications
      Public Timeline
      • In the public timeline, everyone's updates can be viewed.
      • 90. Filter bygroups, tags ormostpopularifyoulike.
      Account
      • Define various attributes like nickname, personal homepage or bios
      • 91. Set your time zone, language, etc.
      Subscriptions
      • Create a filtered view by subscribing to dedicated colleagues or groups.
      • 92. Messages posted by your contacts will appear on your Home page
      Search
      • Find users or groups
      • 93. Find out more information in the profile and subscribe in case of interest
      © SAP 2010 – Employee Network – Page 70
    • 94. SAP Employee NetworkConnect
      What is Connect?
      Connect is a virtual meeting room solution with integrated audio and web conferencing
      Interesting features
      • One unique URL for each SAP employee
      • 95. Meet ad hoc – no reservation necessary
      • 96. Save conferences through individual passcodes
      • 97. Available at SAP worldwide for both internal and external participants
      Dial In
      • Enter the Connect roomquicklythrough individual URL orsimplyjoinifinvited
      • 98. Stepintophoneconference via screenmenuordial-in individually
      Screen Sharing
      • See other users’ desktop or documents
      • 99. Draw on the whiteboard, have a chat or a quick poll
      • 100. Record meetings with audio for later playback
      Getting Started
      • Get ramped up very quickly through start guides and video tutorials
      Account
      • Easily maintain your account information
      • 101. Get a conference overview
      • 102. Store recorded sessions
      © SAP 2010 – Employee Network – Page 71
    • 103. SAP Employee NetworkQuestions
      What is Questions?
      Questions offers you the unique opportunity to ask or vote for questions or suggestions you’d like to see addressed at Global All Hands meetings and during special communications campaigns.
      Your votes can help ensure the most important questions get to the top. Make them count!
      • Post questions in your name or anonymously.
      • 104. Vote for questions that are important to you.
      • 105. An encrypted hash value of your UserID is maintained to hinder double voting.
      • 106. However, to guarantee your anonymour vote, your actual user is not stored anywhere.
      © SAP 2010 – Employee Network – Page 72
    • 107. SAP BusinessObjectsSAP Strategy for EnterpriseSocial Networking
    • 108. Integrating Enterprise Process with Social Networks
      Social Networks
      New Technology
      User Expectations
      Organizational Change
      Business Network Transformation
      Enterprise Processes
    • 113. The Value of Social Networking for the Enterprise
      Improve team collaboration internally and externally
      Access the value of employee knowledge and networks
      Business Intelligence
      External Networks
      Internal
      Networks
      Enterprise Processes
    • 114. The Value of Social Networking for the Enterprise
      ENTERPRISE SOCIAL
      NETWORKS
      Business Intelligence
      External Networks
      SOCIAL INTELLIGENCE 
      Internal
      Networks
      COLLABORATION
      Enterprise Processes
    • 115. Social CRM
      With social tools, every employee can talk to customers and prospects  
      This can create confusion with clients
      You need to centralize data so customers have a holistic experience
    • 116. AgentCreatesCRMRequest
      AgentFollows Up with Customer
      Agent Filters Tweets
      Customer Notifiedvia CRM
      AgentSolvesIssue
      SAP CRM Social StrategyLeveraging the social Web within your CRM business processes
      SAP BusinessObjects
      SAP CRM
      Web 2.0 & Web Service Enabled
      Analysis of Unstructured Content
      © SAP 2009 / Page 78
    • 117. CRM 2.0 Enrich the enterprise
      Enterprise
      Social Web: Collaboration
      CRM 2.0:
      CRM + Social Web
      CRM 1.0:
      Robustness & Efficiency
      • Peer-to-peer collaboration
      • 118. Information sharing (product ratings, service feedback…)
      • 119. User generated content
      • 120. Unstructured data
      • 121. Many-to-many relationships
      • 122. Enable action based on feedback from direct customer interactions and the social web
      • 123. Leverage collaboration across business processes and beyond business boundaries
      • 124. Structured and unstructured data
      • 125. Transactional efficiency
      • 126. Interaction excellence
      • 127. Enterprise-driven content
      • 128. Structured data
      • 129. One-to-many relationships
      © SAP 2009 / Page 79
    • 130. SAP CRM social strategyDesign principals for leveraging the social Web with CRM
      CollaborationFacilitate collaboration capabilities across all roles andbusiness processes
      InsightConsolidated view of the enterprise (Operational and ‘Social’)
      Social Media InterfaceAbility to leverage new communication channels to gain better customer insight and improve customer experience
      Technology Enablers
      © SAP 2009 / Page 80
    • 138. Collaboration - Leverage ‘customer’ generated content & communities to enhance the customer experience
      LIKING
      Member Benefits
      Value Creation
      PREFERENCE
      EDUCATED
      • Ability to research products and solicit opinion/advice
      • 139. Build relationships and collaborate with other members
      • 140. Access trial versions of product
      • 141. Enable group buying experience
      • 142. Increase brand value via word-of-mouth
      • 143. Members act as product evangelist
      • 144. Increase sales and contract renewals
      Community
      AWARENESS
      CONVICTION
      Prospect
      Advocate
      Members (Customers) Benefit From Community ParticipationWhile Companies Derive Value
      © SAP 2009 / Page 81
    • 145. Structured Content
      Unstructured Content
      InsightBlend unstructured data with structured CRM content to…
      RSS
      Communities
      Blogs
      Widgets
      Podcards
      Social Networking
      Wiki
      Book Mark
      Tagging
      Micro Blogs
      ProductRecalls
      Service
      ERMS
      RMA
      eService
      CustomerService
      ServiceContracts
      Analytics
      ContractCenter
      Knowledge Management
      PartnerChannelManagement
      © SAP 2009 / Page 82
    • 146. Insight…Deliver a consolidated view of the enterprise
      Who is influencing the opinion in my communities?
      How are my products and services being rated in my community?
      How is my call Center performing?
      Which product is receiving the most service tickets?
      What are the gaps in my knowledge base?
      CustomerService 2.0
      What is being said about my product and services in Social Media
      How many products need to be recalled?
      How do I reach my customers about my product recalls?
      How engaged is my customer community?
      Who are the experts in my communities?
      © SAP 2009 / Page 83
    • 147. Social Media InterfaceEnhance the customer experience with the social graph
      SAP CRM
      Agent Filters Tweets
      © SAP 2009 / Page 84
    • 148. Social Media & SAP CRM: Service offerings on the EcoHub
      • Packages positioned as “implementation package” based on SOA
      • 149. Package is implemented by SAP Custom Development as a professional service
      • 150. Final pricing depends on customer specific requirements and prerequisites which would be evaluated by on-site consulting
      • 151. Each offering on EcoHub provides details on
      • 152. Business Value
      • 153. Technical Architecture
      • 154. Demo
      For more information refer to each of the productized service offerings on SAP EcoHub: -
      • Twitter Customer Service
      http://ecohub.sdn.sap.com/irj/ecohub/solutions/Twittercustomerservice
      • Twitter Marketing Campaign
      http://ecohub.sdn.sap.com/irj/ecohub/solutions/Twittermarketingcampaign
      • Target Marketing via Facebook®
      http://ecohub.sdn.sap.com/irj/ecohub/solutions/targetmarketingFacebook
    • 155. Twitter Customer Service
    • 156. Twitter InBox
      Customer Service agent or executive sees a list of all conversations (tweets) about the company directly addressed to it regarding products or services
    • 157. Filter on Sentiment
      e.g. filter on most negative for highest-priority actions
    • 158. Respond to the Customer
      Reply to the customer. Response is posted as a tweet to the customer
    • 159. Service Ticket Creation
      Create service ticket to deal with complaint
    • 160. Service Ticket Details to Customer
      Via Twitter
    • 161. Service Dashboard
      Service Dashboard to monitor the Customer Service and view the variations in the sentiment
    • 162. Create New Campaign
      New campaign for product with excess inventory
    • 163. Post Marketing Campaign
      Marketing Campaign posted as a tweet on company’s Twitter homepage and is visible to the Twitter channel followers
    • 164. Marketing Dashboard
      Monitor and Analyze the Marketing Campaign
    • 165. SAP CRM & FacebookAmplify impact of loyalty programs via the social graph
      Registrations, invitations, notifications
      Campaigns, content, loyalty
      © SAP 2009 / Page 96
    • 166. Why Facebook?The potential for viral marketing
      Direct Friends
      Friendof Friends
      Interested Parties
      © SAP 2009 / Page 97
    • 167. Why Facebook?Social networks provide an ideal platform for “WOM” marketing
      Tracy earned 700 miles by registering for the Europe double miles offer from World Flyer
      WORLDFLYER APPLICATION
      Rapid life in awareness of products and offers
      Extend reach to a broader customer segment
      Create intense engagement with the brand
      Direct Friends
      Friendof Friends
      Interested Parties
      News feed
      News feed
      Invite
      © SAP 2009 / Page 98
    • 168. Facebook Marketing
      CRM Loyalty Management Application
    • 169. SAP CRM & FacebookProcess flow
      • Tracy reviews the relevant offers for her from World Airways
      • 170. She registers for specific promotions that interest her
      Offers
      • Tracy Hicks, a premium customer, downloads the widget on her Facebook profile
      • 171. She uses her WorldFlyer loyalty program authentication to login to the application
      Facebook Widget
      • WorldFlyer segments its customer base to target the ‘Premium’ tier customers on Facebook
      • 172. Launches an email campaign against the segment – Invitation to download Facebook widget and earn 500 bonus miles
      • 173. Tracy reviews her account details and transactions
      • 174. She provides feedback on a flight she took recently
      Campaign Execution
      Account Details
      • Tracy invites her friend, Matt, to download the WorldFlyer widget
      • 175. Matt downloads the widget and adds it to his profile
      Invitations
      © SAP 2009 / Page 100
    • 176. Twitter Marketing Campaigns
      Features
      Simple and intuitive UI based on widely accepted CRM Web Client UI
      Provide Consolidated View of the Enterprise – Operational & ‘Social’ Insights with respect to quality of service offerings and marketing initiatives
      Leverage social media channels to execute planned and ad-hoc campaigns thus widening 'message' reach to where your customers are
    • 177. Enterprise Performance Management
      Governance Risk
      and Compliance
      Strategy Management
      Planning, Budgeting and Forecasting
      RiskManagement
      Access Control
      Profitability andCost Management
      Process Control
      Global Trade Services
      Consolidation
      Spend and Supply Chain
      Environmental, Health and Safety
      BusinessIntelligence
      Information Management
      Query, Reporting, and Analysis
      Reporting
      Data Integration
      Data Quality Management
      Dashboards and Visualization
      Search and Navigation
      Master Data Management
      Metadata Management
      Advanced Analytics
      SAP BusinessObjects Product Portfolio
    • 178.
    • 179.
    • 180.
    • 181.
    • 182.
    • 183. Organic Valley, “Milk Analytics”
    • 184. © SAP 2009 / Page 109
      Organic Valley Feeds Need for Integrated Processes with SAP® BusinessObjects™
    • 185. Try it Yourself: sap.com/explorerdemo
    • 186. Mobile Dashboards and Exploration
      New Devices, New Possibilitities:
      More People, More Often, More Context
      RoamBI Partnership
      SAP BusinessObjects Explorer for iPhone/iPad
    • 187. Next Generation On-Demand BI
      More than 230,000 subscribers and growing
      © SAP AG 2009. All rights reserved. / Page 112
    • 188. PowerPoint Twitter Tools from SAPWeb20.com
    • 189. SAP BusinessObjects Text AnalysisTurn unstructured data into insight
      Dynamic Tag Cloud based on the key topics being discussed in Social Media
      Social Metrics
      Sentiment of the conversation addressed to the company
      SAP’s Text Analysis engine can parse sentiment and entities such as key topics, subject, object, etc. from a conversation
      © SAP 2009 / Page 114
    • 190.
    • 191. Text Analytics
    • 192. Customer feedback
    • 193. © SAP 2008 / Page 118
      Powerful Extraction Capabilities
      Who: people, job title, and social security numbers
      What: companies, organizations, financial indexes, and products
      When: dates, days, holidays, months, years, times, and time periods
      Where: addresses, cities, states, countries, facilities, internet addresses, and phone numbers
      How much: currencies and units of measure
      Concepts: “unstructured text”, “global piracy”, and so on
      Sentiments: positive, neutral, and negative
      Relations and events: person-org, person-person, travel, mergers and acquisitions, etc.
      Categories: business, terrorism, etc.
      Customizable: industry- or customer-specific applications
    • 194. Text Analytics
    • 195. Voice of the Customer: Sentiment Detection & Buzz Tracking
      Determine what people are talking about and requesting
      Measure how much buzz is positive or negative
      Explain the why behind the metrics
      Does it change in response to market events?
      Support root cause analysis
      Product quality and features
      Customer care
      Business strategy
      © SAP 2008 / Page 120
    • 196. Analyzing a Customer Call Note
    • 197. Extract Entities
    • 198. Extract Facts and Sentiment
    • 199. WiGo Prototype
      Internet
      Amazon, Epinions, Ciao, Buzillions...
      Unstructured Data
      WiGo
      (Cloud Native)
      Client Applications
      On-Demand & On-Premise ERP, CRM etc.
      Alerts
      Collect
      Text & SentimentAnalysis
      Visualize
      Structured Enterprise Data
      In-Memory Database
      DBMS
    • 200. WiGo Project: Brand and Product Affinity using Structured and Unstructured Data
      Imagine you are a Product Manager….
      1.3 Billion blogs..
      3.5 Billion readers globally..
      7 million new web pages created daily..
      1 million blog posts in 24 hours ..
      Do you know what they are saying about your Products?
      Get closer to customers
      • Transform unstructured data from internal and external resources into actionable insights
      • 201. Combine with structured data from enterprise systems (e.g. CRM, ERP etc.)
      • 202. Perform instant analysis to support decision making
    • WiGo Architecture
      Internet
      Amazon, Epinions, Ciao, Buzillions...
      Unstructured Data
      WiGo
      (Cloud Native)
      Client Applications
      On-Demand & On-Premise ERP, CRM etc.
      Alerts
      Collect
      Text & SentimentAnalysis
      Visualize
      Structured Enterprise Data
      In-Memory Database
      DBMS
    • 203. WiGo Demo
    • 204. WiGo: Applications across the Enterprise
      Quality
      Innovation
      Loyalty
      Risk
      Insight
      Operations
      Voice of the Market
      Product Innovation
      Compliance
      Voice of the Customer
      Competitive Analysis
      Patent Monitoring
      New Product Launch Monitor
      Requirement Gathering
      Anti-Money Laundering
      Crisis Mitigation
      Issue Correction
      Risk Management
      Brand Reputation Management
      Discover Market Trends
      Communications Compliance
      Campaign Management
      Call Center Optimization
      Financial Monitoring
      Brand Infringement
      Brand Fraud Containment
      Procurement Optimization
    • 205. The Value of Social Networking for the Enterprise
      ENTERPRISE SOCIAL
      NETWORKS
      Business Intelligence
      External Networks
      SOCIAL INTELLIGENCE 
      Internal
      Networks
      COLLABORATION
      Enterprise Processes
    • 206. Collaborative Decisions
      Sales
      Shipping
      Business Users
      Gartner Strategic Planning Assumption
      “In 2009, Collaborative Decision Making will emerge as a new product category that combines social software with BI platform capabilities”
    • 207. SAP StreamWork
      SAPStreamWork.com
    • 208. Who Do I Collaborate With?
      I’ve got this great application…
      But… who do I need to involve in order to be effective? Who has the:
      Expertise
      Ownership
      © SAP AG 2009. All rights reserved. / Page 132
      • Ideas
      • 209. Skills
      • 210. Responsibility
      • 211. Budget
      • 212. 67% of workers believe there are colleagues who can help them do their job better
      • 213. 39% say they have difficulty locating the right people
      • 214. Only 25% frequently go outside their department to seek or share knowledge
      • 215. 38% don’t get asked for their help and information
      Source: Harris Interactive and Tacit Knowledge Systems
    • 216. “Social Intelligence”
      “Analysis of social content for implicit connections between network members, inside and outside the organization”
      • Who works for who?
      • 217. Who worked on this project?
      • 218. Who has the expertise to answer my questions?”
      • 219. Who are the contacts of this person in the organization?
      • 220. Who are the clients and partners in contact with this person?
      • 221. Who are the key people in the organization?
    • SAP Social Network Analyzer Prototype
      http://sna-demo.ondemand.com
    • 222. Available to All SAP Employees
    • 223. Operational Costs
      Operation Risk
      Photo by Duncan Davidson on Flickr
    • 224. Managing Risk and ComplianceEnd-to-End Process
      Managing Risk and Compliance ensures all categories of risk across the organization are aggregated at the enterprise level and managed holistically
      CFO
      Head of Compliance/ Internal Audit
      Vice President Tax/
      Head of Compliance
      Head of
      Risk Management
      Head of Internal Audit/ Chief Security Officer
      Risk-Based Internal Controls
      Duty Reduction and Trade Compliance
      Enterprise Risk Management
      Access Management
      Strategy/ Planning
      Trade Policy Planning
      Risk
      Planning
      Risk Management
      Risk Identification
      Risk
      Analysis
      Access Planning
      Document Compliance Initiatives
      Import/Export Compliance Monitoring
      Minimize Duty, Taxes, Fines, Penalties
      Risk
      Response
      Risk Monitoring
      Business Operations
      Plan and Perform Assessments and Tests
      Remediate Issues and Certify Results
      Access Analysis & Response
      Access Monitoring
      Internal Audit
    • 225. Questions?
    • 226. Thanks!
      You Should Follow Me on Twitter: @timoelliott
      Email: timo.elliott@sap.comBI Blog:timoelliott.comSAP Web 2.0 Blog:sapweb20.comFollow us:twitter.com/businessobjects
    • 227. And it’s changing the way we work
    • 228. It’s an arms race
    • 229. Thoughts about different social media
      Blogs
      Only if you’re passionate about something (but all marketing should feature somebody passionate about something)
      Twitter
      If you have any kind of public-facing role
      Internal micro-blogging
      E.g. SAP Talk, Yammer
      Great learning environment
      Everybody:
      Tell people what you’re doing
      Give links to useful resources
      Ask and questions
      Video
      In moderation…
      Facebook
      Personally, I think it’s too personal
      LinkedIn
      Not a bad place to host a conversation
      SDN
      Lots of people, not as broad as we’d like, SEO problems today
      Other
      Find out where prospects already hang out
    • 230. Still treating social media as a fad?
      It is — just like email, the internet, PCs…
    • 231. Fundamentals
      Conversation, Not Selling
      Relationships, Not Transactions
      Listen, Learn, Participate
      Slide144
    • 232. Embrace the Crowd
    • 233. Photo by Duncan Davidson on Flickr
    • 234. Slide147