2. 2
SAP Industry Business Solutions
Program Overview
Social Media
Audit
Blog topic
Selection
Interview with
SAP Exec. Blog Creation
Blog
Publication
on SAP
platform (i.e.
SCN)
Blog
Promotion
Twitter
Promoted
Accounts
Twitter
Promoted
Tweets
Twitter Lead
Card
Generation
Identify Key
Influencers
Twitter
follower
acquisition
program
4. 4
What is it?
• An in-depth social media audit to provide
insights into the audience’s behaviour and
social media channel preferences
Why do it?
• To understand your audience, social media
channel preferences and engagement, content
sources and topics
• To benchmark your share of voice and social
influence
• To use the insights to form your social media
strategy
What does it include?
• Overview of your social media channels, online
channel landscape, key conversations,
influencers and audience
SAP Industry Business Solutions
Recap: Social Media Audit Approach
Image 2: Example of engaging social content
Image 1: Social Media Audit Methodology
5. 5
SAP Industry Business Solutions
Social Media Audit Process
Step 1:
Knowledge Gathering
Step 2:
Listening
Information is sent to VML in order to set up
and conduct the social media audit
Using NetBase, Social Bakers, Topsy Pro and
Klout, VML creates and inputs listening
keywords
Step 3:
Audit Creation
VML analyses the listening data.
Recommendations are formed based on the
data collected
These recommendations & insights are then fed into the
blog & twitter program
7. 7
SAP Industry Business Solutions
Blogging Overview
CONTENT
PIPELINE
Executive
Overview
Infographic
Video (You
Tube)
Solution
Explorer
Audit Themes
(powered by
NetBase)
Events
Percolate
SOURCE/
AUTHOR
SAP Senior
Management
SAP Customers
SAP Employees
Influencer
Partners
TOPICS
Structured
Blogs
Informed
Content
Pipeline
PUBLISHING
SPACE
SAP Business
Innovation
SAP.COM
SCN
BLOGS.SAP.C
OM
Forbes
SAPVOICE
External
AMPLIFICATION
SPACES
Twitter
• Followers
• Content
Engagement
• Executive
blogs
• Competitors
Other Industry
Channels
SAP JAM
Group
• Notifications
• Blog Published
• Amplification
MANAGEMENT
RESOURCES
Ghost Writers
Co-ordination/
PM
• Content
• Production
• Amplification
Media Planner
• Twitter Ad
Campaign
Content Planner
Analyst
• Reach
• Engagement
• Views
8. 8
What is it?
• Blogging service for SAP executives to help
capture the thought leadership content of
SAP’s senior leadership
Why do it?
• Develop and leverage SAP’s leadership point
of view for audience engagement and reach
as well as social media channel growth
What does it include?
• Interview with VML, SAP exec. and ghost
writer. Output is a approx. 400 word blog SAP
has 2 rounds of amends before publication)
SAP Industry Business Solutions
Blogging Program Approach
Image 1: An illustrative example of Simon Paris blog for
SAP Banking
9. 9
Roles & Responsibilities
• VML will work with SAP to define blog topics
• VML will arrange interviews and provide
ghost writers specific to industry/LOB
• SAP will have 2 rounds of amends (if
required) prior to approved blog
• SAP executives to be directly responsible for
publishing their own blog on SAP publishing
spaces (i.e. SAP Business Innovation –SCN
– Forbes SAPVOICE)
• VML will share blog via Twitter and manage
media spend
SAP Industry Business Solutions
Blogging Program Process
Image 1: SAP Business Innovation Hub
10. 10
VML is currently working with 3 freelance journalists on this project:
Daniel Nye Griffiths
Daniel Nye Griffiths has broad and deep experience of technology and digital
culture, ranging from startup life in the first dotcom boom and bust to the complexities
of software production on an industrial scale. He is now a contributing editor at
Wired UK, and a regular contributor to Forbes.com, while also writing for a number of
other publications on the way technology is changing the way the world works and
plays. In his my previous career was as a communications manager for a FTSE 100
software company which produced ERP software.
Sean Farrell
Sean Farrell has written about banking and financial services for more than a decade at
Bloomberg News, Reuters and The Independent, where he led the paper's coverage
of the financial crisis. He was also head of media relations at Standard Chartered,
the international banking group. As a freelance journalist, he has written for The Daily
Telegraph, The Times, The Daily Mail and the Daily Mirror among others. He comments
on language in public life on his blog: http://verbalrefuse.com
Jack Dyson
Jack Dyson has worked in media and publishing for over fifteen years. A writer, editor
and creative, he started out writing about capital markets, then moved into
technology, fashion, style and luxury. Clients range from The Financial Times and the
Week to GQ and Wired Magazine; from major publishing houses to online ad agencies.
Personal website http://dysonology.com
SAP Industry Business Solutions
SAP Freelance Journalists
11. 11
SAP Industry Business Solutions
Blogging Best Practice
Below is a top level guide when thinking about producing a blog:
• The blog is a short piece of commentary (400 words) that the reader can digest quickly
when they have a few spare minutes.
• The aim is to highlight a thought or issue and provoke the reader to consider this from an
alternative viewpoint. It should have a point of view and raise questions.
• It's a chance to highlight SAP peoples’ insights and experience of what is going on in the
relevant industry.
• It's also a chance to showcase what SAP can do for the reader - but it's not primarily a
sales pitch.
• The best blogs are enlivened with examples, anecdotes, or references to hot topics e.g.
what clients are telling you about their challenges or opportunities, how SAP has solved
problems, or items in the news. We can usually overcome confidentiality concerns by
leaving out identifying details.
• Blogs often end with a couple of questions to encourage feedback and promote
conversation - so consider where the debate might go next.
13. 13
SAP Industry Business Solutions
Twitter Audience Activation Approach
What is it?
• Twitter Advertising Program to promote your
Industry/LOB account and Tweets to influencers,
potential customers and followers of competitors
who may be interested in your solutions
Why do it?
• You can drive channel growth, extend social media
reach and audience engagement by using Twitter’s
Promoted Products
14. 14
Promoted Accounts
• A top spot promotion appears in the “Who to
Follow” section targeted at your specific
audience.
• Use to grow your follower base, brand
advocates and the reach of every Tweet
Promoted Tweets
• Promotion to the top of new relevant user
timelines or real-time search results.
• Use to increase reach, drive engagement and
leverage real-time intent
SAP Industry Business Solutions
Twitter Audience Activation Process
Image 1: Twitter’s Promoted Accounts
Image 2: Example of Twitter’s Promoted Tweets
15. 15
Lead Generation Cards
• Cards display on Twitter.com, IOS and
Android apps
• Use to leverage strong calls to action
while providing compelling, relevant
content (i.e. whitepaper, webcast) to
your target audience
• Use to drive high conversion and
engagement rates
SAP Industry Business Solutions
Twitter Audience Activation Process
Image 1: Example of Twitter’s Lead Generation Card
16. 16
SAP Industry Business Solutions
Twitter Audience Activation Process - Video
Live Video Streaming
• Promote live Webcasts to current & new
audience and user Twitter app
functionality to stream within the same
screen
• Could also be used to stream live events
and interviews
• Use to drive high conversion and
engagement rates
Image 1: Example of Twitter’s Promoted Video Tweets
Image 2: Example of in-app Video Streaming
18. 18
SAP Industry Business Solutions
Summary
In Summary – through this program we will:
1. Provide you social media recommendations & insights specific to your
Industry/LOB via a SOCIAL AUDIT
2. Enable blogging for Industry/LOB though the provision of content
recommendations & Ghost Writers as part of the BLOG PROGRAM
3. Grow your twitter followers to a relevant audience and provide reach to the
content you publish with the use of TWITTER MEDIA
