Social Media Analytics: Lessons from SAP

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Presentation from the Corporate Social Media Summit on June 19, 2012 in San Francisco. Lessons from measuring success in social media.

Business Technologie

Social Media Analytics:
Lessons from SAP
Ted Sapountzis, Vice President Social Media Audience Marketing
@sapountzis

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

Measuring Success In Social Media
What have we learned?

1 Differentiate consistently

2 Less is more

3 Start slowly

© 2011 SAP AG. All rights reserved. 3

Differentiate Consistently
1 Three key dimensions to keep in mind

Leads

Comments

Repeat
Reach
visitors
Category

Engage

Take Action

Advocate & Share Channel

Use Case

© 2011 SAP AG. All rights reserved. 4

Less Is More
2 Resist analysis-paralysis

Vs.

© 2011 SAP AG. All rights reserved. 5

CMO Dashboard
2 Two key social (aka Pull Marketing) KPIs

© 2011 SAP AG. All rights reserved. 6

Start Slowly
3 Three things to keep in mind

Think use cases, not tools

Fail fast, fail forward

One size does not fit all

© 2011 SAP AG. All rights reserved. 7

Thank You!

1 Differentiate consistently

Ted Sapountzis
Vice President
Social Media Audience Marketing
@sapountzis 2 Less is more

3 Start slowly

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