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Sapountzis #e2conf 2011
Sapountzis #e2conf 2011
Sapountzis #e2conf 2011
Sapountzis #e2conf 2011
Sapountzis #e2conf 2011
Sapountzis #e2conf 2011
Sapountzis #e2conf 2011
Sapountzis #e2conf 2011
Sapountzis #e2conf 2011
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Sapountzis #e2conf 2011

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Presentation given at Enterprise 2.0 Conference 2011 in Santa Clara. Highlights lessons learned from SAP's journey in embedding social media in marketing

Presentation given at Enterprise 2.0 Conference 2011 in Santa Clara. Highlights lessons learned from SAP's journey in embedding social media in marketing

Published in: Business, Technology
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  • 1. The End Of Social [Everything]?Think a means, not an endTed Sapountzis, Vice President Social Media Audience Marketing@sapountzis
  • 2. Who Is SAP?170K customers across 25 industries and 120 countries 2.5M members in the SAP Community Network© 2011 SAP AG. All rights reserved. 2
  • 3. SAP’s Social JourneyWhat have we learned? Business first, then social 1 Top down and bottom-up 2 Carrots, not sticks 3 Think big, start small, fail fast 4© 2011 SAP AG. All rights reserved. 3
  • 4. Think Business First 1 Understand your audience Know My Needs Let Me Find My Own Way Earn My Trust Keep Me Informed Delight Me© 2011 SAP AG. All rights reserved. 4
  • 5. Focus On Their Needs 1 Embed into your core processes Discover Analytics Employee competency Communities Risk Management Listening s s Content Evaluate Explore fit Influencers Governance Enable the social experience© 2011 SAP AG. All rights reserved. 5
  • 6. 2 Drive Top-Down And Bottom-Up + >70% of companies cannot rely on formal org11Source: The Career Path Of The Corporate Social Strategist, Altimeter Group, 2010© 2011 SAP AG. All rights reserved. 6
  • 7. 3 Think Carrots, Not Sticks Or?© 2011 SAP AG. All rights reserved. 7
  • 8. 4 Think Big, Start Small, Fail Fast Line-of- Business Existing vs. Focus ? new geographies customer Customer Focus segment industries (Large vs. SMB)© 2011 SAP AG. All rights reserved. 8
  • 9. Thank You!Ted SapountzisVice President, Social Media Audience Marketing, SAP AG@sapountzis

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