1. The Rise Of Social Business
Sarah Goodall (@tribalimpact)
Regional Head of Social Media (EMEA) at SAP

2. Where Did Social Start For Me?
2 Years Ago In Norway
anewlifeinnorway.wordpress.com
© 2011 SAP AG. All rights reserved. Confidential 2

3. About SAP
We Help Organisations Do What They Do...Better
Collaborate Better Adapt Better
Decide Better Operate Better
© 2011 SAP AG. All rights reserved. Confidential 3

4. About SAP
We Help Organisations Do What They Do...Better
© 2011 SAP AG. All rights reserved. Confidential 4

5. Truly Global
Quick Facts
109,000
customers
1,200+
partners
53,000
employees
75
country offices
120
countries
25
industries
© 2011 SAP AG. All rights reserved. Confidential 5

6. Where Did Social Networking Start At SAP?
One Of The Largest Online Communities
Over 2M members
20,000 new members
per month
4-5M Page views a
week
Over 200 Countries
5000 Bloggers – 60%
non-SAP
250 blog posts a month
© 2011 SAP AG. All rights reserved. Confidential 6

7. But Social Networking Has Changed
It’s Gone Mainstream
72%
of internet users are active on
at least 1 networking site
2 Times A Day
The average number of times
social networking users log into
their accounts
3rd Largest
If Facebook were a country
it would be the 3rd largest
http://socialmediatoday.com/soravjain/237864/fascinating-social-media-facts-year-2010
© 2011 SAP AG. All rights reserved. Confidential 7

8. Social Media Marketing
What It Isn’t & What It Is
© 2011 SAP AG. All rights reserved. Confidential 8

9. Business Has Become More Personal
Consumers Are Socially Savvy
My Starbucks Idea
50,000
new product ideas
© 2011 SAP AG. All rights reserved. Confidential 9

10. Business Has Become More Personal
Business Buyers Are Socially Savvy
Using Social
Media To
Influence
Conversations
84% C-Level
Audiences
Rely On Peer
Feedback
© 2011 SAP AG. All rights reserved. Confidential 10

11. Business Has Become More Personal
Employees Are Socially Savvy
© 2011 SAP AG. All rights reserved. Confidential 11

12. Business Has Become More Personal
Or Maybe Not So Socially Savvy?
Connor Riley
”Cisco just offered me a job.
Now I have to weigh the utility
of a fatty paycheck against
the daily commute to San
Jose and hating the work”
© 2011 SAP AG. All rights reserved. Confidential 12

13. What Does This Mean For Business
Viral Impact Brings Risk & Opportunity
From ”Talking At” To ”Talking With”
From ”Controlled Distribution” To ”Viral Distribution”
Message Control To Message Transparency
© 2011 SAP AG. All rights reserved. Confidential 13

14. Social Networking
Changing The Dynamics Of Business
Social networking isn’t just a
SALES new way of
Social
COMMS
Selling
HR
Marketing…
Social
Social
Public
Recruiting
Relations
It’s a new way of
SAP
BRAND
Doing Business
CHANNEL BUYING
Social Social
Ecosystem Procurement
It’s a new way of
MKTG
COO Working
Social
Social
Customer
Marketing
Service
© 2011 SAP AG. All rights reserved. Confidential 14

15. Social Public Relations
The Rise Of Social Business
SAP 505
Championships
Using Social
Media To Build
Awareness In
Non-Traditional
”Nice and cool with a sponsor that Publications
understands the value of good
coverage in new media.”
© 2011 SAP AG. All rights reserved. Confidential 15

16. Social Selling
The Rise Of Social Business
Enabling
Sales To
Utlise Social
Media To
Build On
Relationships
With
Customers
© 2011 SAP AG. All rights reserved. Confidential 16

17. Social Marketing
The Rise Of Social Business
Integration Of
Social
Elements Into
Campaigns &
Events
http://www.socialmedia.org/blog/case-studies/how-sap-used-social-media-reporters-to-energize-a-corporate-event-live-from-blogwell/
© 2011 SAP AG. All rights reserved. Confidential 17

18. Internal Social Business
Changing The Way We Do Business...Internally
Utilising social tools to build trust and
engagement internally
www.jivesoftware.com
© 2011 SAP AG. All rights reserved. Confidential 18

19. Social Channels At SAP
The Communities We Manage
Internal Ecosystem Global Branded Local
Communities Community Mktg Communities Communities
JIVE SBS SDN/SCN
>2m Members FB – 60k Followers
Knowledge Exchange Brand Focused
Blogs, Forums
+ Resource efficient + Local language
+ Large communities + Highly relevant
- English only - Resource intensive
- Generic content - Weak brand control
© 2011 SAP AG. All rights reserved. Confidential 19

20. Tips For A Social Business
Social Integration Experience

21. Social Integration
#1 Guidelines & Policies
Policies
 What To Do & What Not To Do
 Confidentiality
 Responsibilities As Employee
Guiding Principles
 Tips On Social Etiquette
 Views Are My Own!
Branding Guidance
 Community Managers
 Logos, Policies, Ethics, Channel Creation
Crisis Readiness
 Sentiment Alerts
 Who’s called to the room
© 2011 SAP AG. All rights reserved. Confidential 21

22. Social Integration
#2 Structure & Resourcing
© 2011 SAP AG. All rights reserved. Confidential 22

23. Social Integration
#3 Education & Training
Enabling Employees:
 Hub & Spoke Approach
 Guidelines & Principles
 Best Practice Sharing
 Social Basics
Enabling The Eco-system:
 Partners Training – Extend The Impact
Enabling Functional Areas:
 Marketing
 Sales
 HR etc
© 2011 SAP AG. All rights reserved. Confidential 23

24. Social Integration
#4 Technologies For Listening
Basic Listening
 Free tools
 Tweetsearch, Google Alerts
Brand Monitoing
 Paid tools: Sprinklr, Radian6, Meltwater
 Sentiment, Share of voice, Volume, Topics
Internal Listening
 Internal Platforms: Jive Software, Yammer
 Open feedback
 Connect ”Knowledge Keepers” to ”Knowledge Seekers”
© 2011 SAP AG. All rights reserved. Confidential 24

25. Social Integration
#5 Measure Return On Investment
Business
Executives
Business
Stakeholders
Community
Managers
© 2011 SAP AG. All rights reserved. Confidential 25

26. Social Integration
#6 Marketing Integration
Attract To The Brand Nuture Interest Derive Value
Participate In Conversations Creating Communities Customer Reference
Augment Existing Campaigns Nurture & Engage Prospect Referral
100% Social Campaigns Event Registration
Paid Search Optimisation
© 2011 SAP AG. All rights reserved. Confidential 26

27. Summary
The Rise Of Social Business
Social Savvy Audiences
 Consumers
 B2B Buyers
 Employees
Organisations Can Prepare For Change
 Policies/Guidelines
 Educate Employees
 Integrate Social Media Internally
 Mobilise The Eco-System
 Departmental Integration
Listening & Learn
 Number 1 Activity
© 2011 SAP AG. All rights reserved. Confidential 27

28. Twitter: @tribalimpact
Email: sarah.goodall@sap.com
Blog: www.tribalimpact.com
LinkedIn: www.linkedin.com/in/sarahgoodall
Bookmarks: www.delicious.com/tribalimpact

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