Keynote presentation from the Social Media Intelligence Summit on August 23, 2012 in San Francisco. Offers perspective on the social maturity model within corporations.

1. Growing Up With Social
Ted Sapountzis, Vice President Social Media Audience Marketing
@sapountzis

2. Who Is SAP?
>190K customers across 25 industries and 120 countries
>2M members in the SAP Community Network
© 2011 SAP AG. All rights reserved. 2

3. Forget The Funnel
Or?
© 2011 SAP AG. All rights reserved. 3

4. Your Customer Is Now In Control
70% of buyers decide
before speaking with you
30 Billion of pieces
of content shared on Facebook
each month
2/3 of IT professionals use
social media
86% of B2B tech buyers
engage in social media
© 2011 SAP AG. All rights reserved. 4

5. What If We Could….
…track every customer
interaction from first ‘social’
…drive innovation our
encounter to close?
customers want, with them?
Innovate
Promote
Care
/ Sell
…build loyalty unheard of in the …help expand our reach ?
industry ?
© 2011 SAP AG. All rights reserved. 5

6. Unfortunately Not Yet
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7. Pop Quiz: What Do These Years Correspond To?
1990
1993
1994
2004
© 2011 SAP AG. All rights reserved. 7

8. The Journey To Social Enlightenment
Four (messy) stages
Embedded
Integrated
Enabled
Organic
Clear Weaved in
Few but motivated Roles emerge
accountabilities DNA
Centers of Aligned across all Knit in all corp.
None
excellence functions processes
Limited, mostly Consolidated Embedded in
Proliferation
free and consistent existing systems
© 2011 SAP AG. All rights reserved. 8

9. How Do You Know You Are There?
Organic stage
(A few) passionate / curious employees
No structure, grass roots experimentation
No processes in place
No / few metrics in place
Free tools
© 2011 SAP AG. All rights reserved. 9

10. How Do You Climb The Stairs?
From Organic to Enabled
1 Find your internal champions
2 Think business first
3 Fail fast, fail forward
© 2011 SAP AG. All rights reserved. 10

11. Find Your Internal Champions
Community Management
Content creation Content curation
Strategy / Coordination
© 2011 SAP AG. All rights reserved. 11

12. Ask the W-W-H-SW Questions First
SAP CRM Awareness Initiative
What? Who? So What?
LoB
(Sales)
Geos >70% increase
How can I Customer type
(North
(New)
in share-of-voice
leverage America)
technology to Customer
Industries
become a better (None)
segment
>25 colleagues
[sales, (Large)
contributing
marketing,
customer
How?
service] 2 additional teams
professional? adopted approach
Events
Influencers
© 2011 SAP AG. All rights reserved. 12

13. How Do You Know You Are There?
Enabled stage
Roles emerge
Specialized skills brought in
Some executive sponsorship
Aligned social and business strategy (by function)
(Mostly) vanity metrics
Limited governance / risk management
Training / enablement programs
Tools zoo (free and paid), some integration
© 2011 SAP AG. All rights reserved. 13

14. How Do You Climb The Stairs?
From Enabled to Integrated
1 Find a senior sponsor
2 Instill rigor in metrics
3 Tame the tools zoo
4 Build the bridges
© 2011 SAP AG. All rights reserved. 14

15. Who Is Your Senior Sponsor?
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16. Rigor In Metrics
Think end-to-end
Leads
Comments
Repeat
Reach
visitors
Category
Engage
Take Action
Advocate & Share Channel
Use Case
© 2011 SAP AG. All rights reserved. 16

17. Rigor In Metrics
Resist analysis-paralysis
Vs.
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18. The Social Enterprise Software Stack
Sub-species begin to emerge
© 2011 SAP AG. All rights reserved. 18

19. How Do You Know You Are There?
Integrated stage
Consistent roles and skills across the enterprise
One enablement team in place
Aligned corporate and social strategy
Business metrics across the enterprise
One consistent toolkit across the enterprise
Integrated with enterprise systems (e.g., CRM)
© 2011 SAP AG. All rights reserved. 19

20. How Do You Climb The Stairs?
From Integrated to Embedded Enlightenment
1 Implant
2 Implant
3 Implant
© 2011 SAP AG. All rights reserved. 20

21. How Do You Know You Are There?
Embedded stage
Social part of corporate DNA
‘Social’ team managing infrastructure (maybe)
No ‘social’ strategy, processes or KPIs
Embedded in the enterprise infrastructure
© 2011 SAP AG. All rights reserved. 21

22. Thank You!
Ted @Sapountzis
Embedded
Integrated
Enabled
Organic
1. Sponsor
1. Champions
2. Metrics
2. Business Implant
3. Tools
3. F4
4. Bridges