Brief summary of some of the Marketing activities around the launch of Recalls Plus app, a free iPhone, Android and Facebook app that allows parents to track product and food recalls.

1. Recalls Plus Marketing Activities
Layla Sabourian
June 10th 2012

2. Agenda
1. What is Recalls Plus?
2. Time Line of Go To Market
3. Five Pillars of Marketing
4. PR Outreach
5. Internal & External Community Outreach
6. Partnerships
7. Employee Contest
8. Social Media Engagement
9. Direct Marketing
10. Ad Campaigns
11. Next Steps
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3. Recalls Plus
A free app on iPhone, Android
And Facebook.
Recalls Plus gives parents
peace of mind that they are
not missing important
recalls on their children’s
products.
Tracks thousands of product
and food recalls from major
U.S. government
agencies, and notifies users
of relevant recalls.
© 2011 SAP AG. All rights reserved. 3

4. Capabilities & Benefits
Browse Recent Recalls, Search Integration with Facebook and Blank slates provide guidance for
Specific Recalls, Review Details Twitter makes signup process easy user to quickly get started on app’s
features
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5. Capabilities & Benefits
Personal Watch List to Monitor Quick Lists let Users Create Relevant Inbox for alerts on user’s items and
Product and Allergen recalls Watch Lists in No Time bookmarked recalls that user saved
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6. Key Features
email
Push notifications
Watch List Products and User get alerts in their Inbox
Allergens are continuously when there’s a relevant recall.
monitored.
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7. Key Features
Problem
solved!!
User can drill in an alert to User can contact
see recall details. Remedy manufacturer to get to
info allows user to take resolution of the recall issue.
action by contacting the
manufacturer.
© 2011 SAP AG. All rights reserved. 7

8. Marketing Calendar
Activity DEC JAN FEB MAR APR MAY JUN
Marketing Content In App Store: Feb.15th
Naming, Positioning, Messaging & Demo Overview
Direct Marketing Flyer & External and Internal FAQ
Online & Social Media Channels
Recalls Plus Facebook & Twitter Page
Recalls Plus Website
PR Media Outreach and Bloggers
Bloggers focused on Mom’s/Apps/Consumers
Advertising Campaign
Mobile Ad Network
Apple iAd , FB Ads, Search Ads
AdMobs
SAP Employees, Friends & Family
Email to Friends & Family & SAP NA Employees Email to Palo Alto & N.A. Labs
on launch date
“Meet the Expert” Session in PA
BWN & Toastmasters April 25th
Employee Contest
Community Outreach (Offline-Online)
Online Forums for Parents/Mom’s
Offline Community Outreach Cisco/Google Adobe The Little Gym
Events & Conferences
Blogher Mama Bear Mom 2.0
Presence/Presentations
Summit
Partnerships
© 2011 SAP AG. All rights reserved. 8

9. Five pillars of the SAP Marketing transformation
We remained mindful of SAP Marketing objectives
Simplify Humanize People Pull Business
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10. PR Outreach….
100+ Recorded Tweets
Hired an external agency to accelerate outreach 75+ Recorded Articles
Outreach to 540 +
Tech apps
Dad Bloggers
Mom bloggers
Android
iPhone
© 2011 SAP AG. All rights reserved. 10

11. Launch Date: Feb 15th Week One: 32 Articles
100+ positive articles after 15 weeks, not 1 negative review
“SAP’s first foray into the consumer world
will surprise many customers, influencers,
Amanda Rock
and observers”
“What I like about Recalls Plus is that
after I added all the products I’m most Ray Wang
concerned about for my daughter’s
safety, I just buried the app away in some
folder and know I don’t ever have to think
about it again — the piece of mind is
priceless.”
“I love this app. Not only can you keep
track of all recalls, but you can add in
your specific products -- car seats,
high chairs, toys -- and the app will let
you know if there is ever an issue.
Such a great idea. And it's free to
boot! Have you ever had to return a
recalled product?”
© 2011 SAP AG. All rights reserved. 11

12. Even Marc Benioff was excited to share our news
Indeed, the app is exactly the opposite of what many
people expect from SAP (SAP), which specializes in
complex back-office corporate software that companies pay
millions of dollars to install and maintain. Why would SAP
co-CEOs Bill McDermott and Jim Hagemann Snabe green-
light a free downloadable product for moms and dads?
© 2011 SAP AG. All rights reserved. 12

13. SAP Community Outreach
We leveraged existing SAP channels to create buzz
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14. External Community Outreach
We tapped into our personal networks and community events to spread the word
http://bit.ly/Ks8cR2
http://bit.ly/LSWSgN
© 2011 SAP AG. All rights reserved. 14

15. Partnerships
We leveraged our personal connections to initiate
Partner discussions
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16. Example of Pull Marketing: Yahoo! Answers Knowledge Partner
Established credible presence in Mom frequented communities
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17. Our presence in Yahoo! Answers helped us get organically picked up by others
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18. Social Media Engagement: Facebook, Twitter Pinterest & YouTube were
leveraged in building and cultivating an engaged community with our users
Post to date with highest reach (1139) and Post with the highest number of engaged users (67)
number of people talking about it (27)
Click to view video
Click to view video
Click to view video
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19. Example Social Media
Posts
Post to date with highest virality
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20. Hired influencer marketing platform with 30 million
members to run the following campaigns:
Poll Chat Party Email Blogger
Contest Activation
Wednesday 700 Participants Thursday May Original blog:
May 3oth 10,204 Tweets 31st http://bit.ly/I6wgcX
Reach of 800,266 50 bloggers have been
20,786,661 reached: 287,910
impressions impressions
277 new followers
400+ios, 300+FB,
200+android
© 2011 SAP AG. All rights reserved. 20

21. For the 1st time SAP is present
on parenting related Events
Click for article
Click to view testimonial
Click for testimonial
Click to view video
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22. Example post from
SheSpeaks Blog
Activation Campaign
http://mom-blog.com/?p=6094
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23. http://kathyscalmtochaoslife.blogspot.com/2012/05/recallplus-app-that-eases-your-mind.html
© 2011 SAP AG. All rights reserved. 23

24. Example post
from
SheSpeaks
Blog
Activation
Campaign
http://www.inmomshumbleopinion.com/2012/05/recalls-plus-brings-safety-closer-to.html
© 2011 SAP AG. All rights reserved. 24

25. List Building & Community Outreach
We were published in 20+ communities thanks to organic outreach 150 Gluten Free Bloggers
100 Mom bloggers
(without sponsorship)
100+ Mom communities
37 National Associations
18 Day Care Centers
287 Doctors, Hospitals, Lamaz & Birth centers,
Breastfeeding & Midwives
130 Education Institutes
© 2011 SAP AG. All rights reserved. 25

26. Employee Contest:
One month post launch, 15 events & 5000+ page views
“Hi Layla: Here's the picture of the posting in my residential building (with 200+
residents w/ families) featuring the "app of the week”
I first heard about Recalls+ when Kimberly Meek (VP of the Executive Office of AGS
Primary Support) presented the app as a guest speaker at a Toastmasters Open
House event. How exciting it was to see SAP branching out, bringing to the market
its very first consumer app and help us live in a better run and safer world. Thank
you for that! Best, Sophie Chou”
Testimonial by Tania Nunez
Neighbor to Mike Cummins
Click to view
video
Garnesh Vellore tells the
champtions about Recalls+
Badminton Tournament
5/20/2012
© 2011 SAP AG. All rights reserved. 26