Using Social Media to support Sales and Increase Demand
2012 SAP Social Media Partner Program
Social Media Content Kit

Contents: Using Social Media to support Sales and Increase Demand
i. Welcome & Introduction to your Social Media content kit
ii. What obstacles stand in the way of sales to
small and medium-sized enterprises (SMEs)?
iii. What are the facts in regard to SAP working with SMEs?
iv. How can I get the message to prospective customers?
v. Social Media Mythbusting Content Kit : Topic Structure
vi. Blog Ideas / Example Blogs
vii. Tweets / LinkedIn posts
viii. Best practice
ix. Escalation process / dealing with negative critique
x. Reference materials / Partner support collateral
xi. Tracking links
xii. Measurement
xiii. Help
© 2012 SAP AG. All rights reserved. 2

Welcome
Welcome to the first content kit of the 2012 Social Media Program.
In this kit you will find social media content with messaging all focused around Why
SAP? And Using Social media to support Sales and increase demand.
Please use the content in this kit on your social media profiles BUT please integrate
your own messaging. It is important that you do this to make it relevant to
your prospects.
To find out how to use this kit please refer to the learning centre section of the portal
to find the accompanying webinar here.
Don’t forget .. please use these tracking links found at the back of this
document in all of your activity in order to be eligible for buzz points.
Please also submit screenshots of any activity from this kit that you carry
out via the email address mail@sapsocialmedia.eu
© 2012 SAP AG. All rights reserved. 3

Introduction to your Mythbusting Social Media Content Kit
Welcome to your social media tool kit
Increasing Demand from small and medium-sized enterprises (SMEs)
SAP works with more than 88,000 SMEs. In fact, the majority of its customers are SMEs. However, some
businesses still think SAP is only for large enterprise organizations. This presents a big opportunity for SAP
partners. We can increase sales and demand from SMEs by showing them how we’re set up to meet their
needs.
Social media is the perfect channel to spread these positive messages about SAP and engage prospects
that might previously have discounted SAP.
This pack will give you tools and content that you can use to help increase demand from SMEs through
social media. We’ll arm you with the facts about how SAP helps SMEs. You’ll also get content to help you
start conversations in social media. In this pack, you’ll find ready-prepared blogs, tweets and LinkedIn posts
that you can personalize and use in your campaigns.
Through social media, you can show your SMEs prospects that:
 You Understand your prospects’ needs If you have any additional questions
about any of the content in this kit, or
 Offer affordable SAP solutions would like any advice, please speak
 Sell SAP products that are easy to use to Katie Colbourne at dnx :
katie.c@dnxmarketing.com
 Help your customers achieve a quick return on investment
 SAP solutions are not just for big guys
© 2012 SAP AG. All rights reserved. 4

What stands in the way of sales to SMEs?
There are a couple of misconceptions surrounding SAP solutions within the SME
community. This is what SME prospects may think:
 SAP is too big for me
 SAP is too slow to implement for SMEs
 SAP is too complex for SMEs
 SAP is too expensive for SMEs
However, the facts tell a different story…
© 2012 SAP AG. All rights reserved. 5

What are the facts?
The facts tell a different story. SAP has worked with
SMEs for nearly 40 years, which means it knows
what makes them tick and what they need.
 FACT – SAP understands SMEs. It has 88,000 SME
customers to prove it.
 FACT – SAP is fast to implement. SAP solutions can
be up and running in 12 weeks.*
 FACT – SAP solutions can reduce operating costs for
SMEs by 21%**.
 FACT – SAP solutions offer a fast time to value. For
an ERP system, this is usually between 2-12 weeks.
*SAP Business All-in-One
**SAP 2011
© 2012 SAP AG. All rights reserved. 6

How can I get the message to prospective customers?
Now that you’re in possession of all the facts, you can spread the
word about SAP in your sales and marketing activities. Social
media is an ideal channel to do this. You can change the
perceptions of SMEs by:
 Sharing Mythbusting facts on sites such as Twitter and LinkedIn
 Adapting the blogs contained in this kit
 Linking to case studies that support these facts with real-life testimonials
You’ll find all the social media tools you need to get started in this
kit. They include:
 Pre-written Mythbusting blog posts
 Tweets
 LinkedIn forum posts
 Advice on how to protect your reputation online
© 2012 SAP AG. All rights reserved. 7

Social Media Mythbusting Content Kit : Topic Structure
Using Social Media to support
Sales and Increase Demand
Blog Idea 1: Blog Idea 3: Blog Idea 4:
Blog Idea 2:
Why you don’t have to The simple route to real How SMEs can meet
How spending can be
be an enterprise to work business benefits their need for speed with
the best way to save
with SAP SAP
Tweet x3 Tweet x3 Tweets x3 Tweets x3
LinkedIn Posts x3 LinkedIn Posts x3 LinkedIn Posts x3 LinkedIn Posts x3
© 2012 SAP AG. All rights reserved. 8

Blog Idea 1: Why you don’t have to be an enterprise to work with SAP
Myths and misnomers litter the business world. All small businesses are agile, all enterprises are big
corporate entities, sales figures are the most important, customers will always buy the best product. As we
all know, these don’t stand up to scrutiny. Some large businesses are agile, some small businesses aren’t,
cash flow is more important than sales and the best product isn’t always the most popular – just ask fans of
Betamax. Businesspeople can’t afford to make assumptions. That’s why we do our research and base
decisions on facts.
The majority of businesses we work with are small to medium-sized enterprises (SMEs). We help them
automate processes and gain valuable insight into their businesses with SAP software. By doing this, these
businesses take assumptions out of the equation – it means that instead of relying on anecdotal evidence,
they work with the facts. The result is they find it easier to spot opportunities and identify areas to improve.
However, before these businesses start dealing with the facts, they often need to challenge another set of
preconceptions. One we come across frequently is that SAP only works with enterprise organizations. But
this isn’t the case. More than 77% of SAP’s customers are SMEs. That’s about 88,000 businesses. What’s
more, SAP has been working with SMEs for nearly 40 years. As a result, the company understands the
unique challenges they face and the tools they need to grow.
Insert own Partner message / testimonial here
Key points should focus around: enterprise agility, cash flow, automation of processes, gaining
insights.
© 2012 SAP AG. All rights reserved. 9

Suggested Tweets, LinkedIn posts and Imagery
Blog Idea 1: Why you don’t have to be an enterprise to work with SAP
3 x Tweets
 Think #sap is for enterprises only? Read our latest blog on why you don't
have to be an enterprise to work with SAP [enter bit.ly url]
 Over 70% of SAP’s customer base are SMEs – find out how SAP
understands the unique challenges SMEs face [enter bit.ly url]
 Want Enterprise agility? Find out how #sap helps SMEs automate
processes to gain valuable insight into their business [enter bit.ly url]
3 x LinkedIn Posts
 Myth: SAP only works with enterprise organizations. Fact: Over 70% of
SAP’s customer base are SMEs. Now more than ever businesses can’t
afford to make assumptions. Do your research and find out why you don't
have to be an enterprise to work with SAP. [enter bit.ly url]
 Myths and misnomers litter the business world. All small businesses are
agile, all enterprises are big corporate entities, sales figures are the most
important, customers will always buy the best product. As we all know,
these don’t stand up to scrutiny. Read our latest blog on Why you don’t
have to be an enterprise to realise the benefits of a software solution.
[enter bit.ly url]
 POLL: How many SMEs is #sap working with now?
– 88,000
– 77,000
– 30,000
– None
© 2012 SAP AG. All rights reserved. 10

Blog Idea 2: How spending can be the best way to save
Sometimes popular opinion can be misleading. Things you’ve accepted to be true for years can turn out not
to be. And other times, there can be a kernel of truth in these old sayings. A popular piece of received
wisdom is that you have to speculate to accumulate, or, in simple terms, you’ve got to spend money to make
money. Most businesses know that you can’t just throw money at a problem. However, they also recognise
that carefully planned purchases can pay dividends.
We work with many small to medium-sized enterprises (SMEs) and we know how important every financial
decision is to them. That’s why it’s important that we can demonstrate the value of what we do. Most of the
businesses we talk to know SAP software can help them reduce costs. However, some of them have been
under the impression that the software is only available to enterprise organisations with big budgets. These
businesses risk missing out.
We get to break the good news that SAP is an affordable option for SMEs. In fact, SAP has around 88,000
SME customers to prove it. These businesses are not only reducing costs with SAP, they’re also boosting
profitability. In most cases, that translates into a quick return on investment. As a result, we find that most of
the SMEs we talk to conclude that they can’t afford not to deploy SAP software.
Insert own Partner message / testimonial here
Key points should focus around: financials, reducing costs, boosting profitability through software
© 2012 SAP AG. All rights reserved. 11

Suggested Tweets, LinkedIn posts and Imagery
Blog Idea 2: How spending can be the best way to save
3 x Tweets
 Speculate to accumulate. How spending can be the best way to save.
[enter bit.ly url] #sappartners
 Find out #SAP software can help SMEs reduce costs and boost
profitability [enter bit.ly url]
 'You can’t just throw money at a problem.' Our new blog looks into how
spending can sometimes be the best way to save [enter bit.ly url]
3 x LinkedIn Posts
 Most businesses know that you can’t just throw money at a problem.
However, they also recognise that carefully planned purchases can pay
dividends. Read our new blog on how spending can be the best way to
save. [enter bit.ly url]
 Sometimes spending can be the best way to save. Our new blog looks at
how #SAP solutions are helping SMEs to reduce costs. What software
solutions are you working with at the moment? [enter bit.ly url]
 [POLL] We have just written a new blog post on how spending can
sometimes be the best way to save [enter bit.ly url]. Are you an SME? If
so, have you invested in a software solution yet?
– Yes
– No
– Currently in the process of
– Not considered it
© 2012 SAP AG. All rights reserved. 12

Blog Idea 3: The simple route to real business benefits
Implementing new IT can be a daunting prospect for some businesses. They’re worried that it’ll interrupt
their everyday activities, take time to deploy and that staff will need time to get used to it. Similarly, when we
talk to small to medium-sized enterprises (SMEs) about SAP software, they’re often under the
misapprehension that SAP software is too complex for a business of their size. They know it can help them,
but they’ve always assumed it’s built for large enterprises.
However, this complexity is a myth that vanishes when you start looking at hard facts. The businesses that
we speak to are predominantly SMEs. They’re looking for software that’s easy to run, install and use, and
they want to see real-life examples to prove it. They want to see organisations like theirs that have been
there and done it. Thankfully, for us, SAP has 88,000 SMEs that have been there and done it. You can see
what some of them have achieved here. They’ve got the figures to prove that it doesn’t take long to deploy
the software and see a return on investment.
In the last few years, the number of SMEs implementing SAP software has tripled. That’s partly down to the
fact that it’s easy to use and install, but also because it delivers all the benefits that SMEs are led to believe
are just for the big boys. It’s not usually very long before they’ve automated previously manual processes,
gained greater insight into their business and generated significant cost savings.
Insert own Partner message / testimonial here
Key points should focus around: implementation, deployment time, complexity, cost savings
© 2012 SAP AG. All rights reserved. 13

Suggested Tweets, LinkedIn posts and Imagery
Blog Idea 3: The simple route to real business benefits
3 x Tweets
 Some SMEs find that implementing IT can be daunting - read our latest
blog to see how it can be simple with #sap [enter bit.ly url]
 Read our latest blog: How #sap is helping SMEs automate manual
processes without long periods of implementation/set up [enter bit.ly url]
 The number of SMEs implementing SAP software has tripled. New blog:
The simple route to real business benefits #sap [enter bit.ly url]
3 x LinkedIn Posts
 We hear time and time again that SMEs want software that's easy to run,
install and use. The same as any company. Find out how #sap are
helping SMEs as well as Enterprises in our latest blog post: [enter bit.ly
url]
 88,000 SMEs have already deployed #sap software and are seeing a
return on investment. Find out more in our latest blog: [enter bit.ly url]
 [POLL] SAP Software solutions deliver all the benefits that SMEs are led
to believe are just for the big boys. More SMEs are discovering this. In
the last few years, the number of SMEs implementing SAP software has
increased by how much?
– Tripled
– Doubled
– Stayed the same
– Don’t know
© 2012 SAP AG. All rights reserved. 14

Blog Idea 4: How SMEs can meet their need for speed with SAP
A bigger business is a better business. It’s a common assumption, but it’s not strictly true. Small to medium-
sized businesses (SMEs) have a number of advantages over their larger counterparts. Their size is often
their strength – it makes them agile. In fact, most SMEs we speak to pride themselves on this. They can
respond faster to changes in the market and take advantage of new insight and opportunities faster than
larger organizations.
To capitalize on their agility, SMEs need systems that play to this strength. Unfortunately, some SMEs get
bogged down by manual processes. They rely on off-the-shelf software that doesn’t quite meet their needs
and depend on spreadsheets for their business intelligence. All these things slow their businesses down and
mean they’re more likely to miss opportunities. In this environment, executives often resort to making
important decisions on a gut feeling rather than the latest data.
That’s why it’s always a surprise to hear an SME wondering if SAP software will slow it down. Maybe the
perception is that SAP software is only for enterprise organizations, but this couldn’t be further from the
truth. It’s another business myth. Rather than slow these businesses down, SAP helps them become more
agile and able to capitalize on opportunities faster.
Insert own Partner message here
Key points should focus around: response times, agility, gut feel vs. fact-based decisions,
enablement through fact-based decisions
© 2012 SAP AG. All rights reserved. 15

Suggested Tweets, LinkedIn posts and Imagery
Blog Idea 4: How SMEs can meet their need for speed with SAP
3 x Tweets
 Are you concerned about response times when choosing software
solutions? SMEs can meet their need for speed too #sap [enter bit.ly url]
 Read our latest blog: How SMEs can meet their need for speed with SAP
solutions [enter bit.ly url] #sappartners
 Are you relying on off-the-shelf software and starting to worry about
agility? Read our latest blog #sap [enter bit.ly url]
3 x LinkedIn Posts
 SMEs pride themselves on being able to respond faster to changes in the
market and take advantage of new insight and opportunities faster than
larger organizations. To capitalize on this agility, SMEs need systems that
play to this strength. Unfortunately, we see some SMEs get bogged down
by manual processes. Are you one off them? [enter bit.ly url]
 In today’s business environment, executives often resort to making
important decisions on a gut feeling rather than the latest data. Are you
one off them? [enter bit.ly url]
 [POLL] How long does it take to get an SAP solution up and running?
– 2 months
– 12 weeks
– Don’t know
– 3 months
© 2012 SAP AG. All rights reserved. 16

Best practice
 Add your own Partner messaging to these blogs, tweets and LinkedIn posts
 Be a person - not a company
 Be honest
 Listen before you leap
 Introduce yourself – not an elevator pitch
 Add value – reference case studies and customer testimonials
 Ask questions – seek to learn and start conversations
 Keep a balance of opinions vs facts
 Don’t pick fights
 Use social media to enhance not replace
© 2012 SAP AG. All rights reserved. 17

Escalation Process / Dealing with Negative Critique
© 2012 SAP AG. All rights reserved. 18

Escalation Process / Dealing with Negative Critique
© 2012 SAP AG. All rights reserved. 19

Reference Materials / Partner Support Collateral
SAP Mythbusting Video English Language http://youtu.be/JrZ1hRw2aC4
SAP Mythbusting Video German Language http://youtu.be/7GrIZjGJ2Fc
Think SAP is too big for you? Think again. http://www.youtube.com/watch?v=auMV421GR_s
Think SAP is too expensive for you? Think again: http://www.youtube.com/watch?v=dWIH0aRrkGo
Think SAP is too complicated for you? Think again: http://www.youtube.com/watch?v=gaRgcgS_3bQ
SAP is right for SMEs http://www.youtube.com/watch?v=tg1MBhjpNV8
© 2012 SAP AG. All rights reserved. 20

Partner Support Collateral : SME / SAP The Facts
• >77% of SAP’s 97,000 customers are SME customers
• 25 new SME customers are added per working day
• 55,000 SME channel customers
• 9,680 partners in SME Ecosystem
• SME is growing 1.5 times faster than the overall SAP business
• SAP SME customer base tripled in the last 3 years
Source:
SAP PERFORMANCE OVERVIEW Q1 2010
Eric Duffaut, EVP & GM, Global SME
© 2012 SAP AG. All rights reserved. 21

Pre-Populated tracking links
SAP Mythbusting Video English Language http://bit.ly/J3ltxL
SAP Mythbusting Video German Language http://bit.ly/IKArXm
Think SAP is too big for you? Think again. http://bit.ly/IyaWuh
Think SAP is too expensive for you? Think again: http://bit.ly/HHJzhm
Think SAP is too complicated for you? Think again: http://bit.ly/HTlW9b
SAP is right for SMEs http://bit.ly/J3my8A
Don’t forget .. please use these tracking links in all of your
activity in order to be eligible for buzz points.
Please also submit screenshots of any activity from this kit that
you carry out via the email address mail@sapsocialmedia.eu
© 2012 SAP AG. All rights reserved. 22

Measurement Don’t forget .. please submit screenshots of
any activity from this kit that you carry out via the
email address mail@sapsocialmedia.eu
We recommend the following measurement tools to help you keep
track of your activity:
Google Alerts (keyword monitoring)
Socialmention.com (sentiment)
Tweetfeel.com (feeling toward your brand)
Google Analytics (traffic)
Bit.ly (link tracking)
Monitter / Tweetreach / Twitter search (twitter monitoring)
http://www.sapsocialmedia.eu/social-listening-tools.php
© 2012 SAP AG. All rights reserved. 23

Help …
Katie Colbourne Cheryl Hamer-Liles
Senior Account Manager Channel Partner Communications Manager
dnx SAP
+44 (0) 1483 202 949 | katie.c@dnxmarketing.com cheryl.hamer-liles@sap.com