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

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Sapountzis #e2conf 2011

  1. 1. The End Of Social [Everything]?Think a means, not an endTed Sapountzis, Vice President Social Media Audience Marketing@sapountzis
  2. 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. 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. 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. 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. 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. 7. 3 Think Carrots, Not Sticks Or?© 2011 SAP AG. All rights reserved. 7
  8. 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. 9. Thank You!Ted SapountzisVice President, Social Media Audience Marketing, SAP AG@sapountzis

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