1. Going Beyond Social Media to Social Business
Mark Yolton | SVP of Digital, Social, and Communities at SAP
2013 Social Media Strategies Summit – Las Vegas

2. About SAP
Our Vision: To help the world run better and improve people’s lives
© 2013 SAP AG. All rights reserved. 2

3. About SAP
The world’s leading provider of enterprise application software
232,000
customers
180+
countries
65,667
employees
€16 Billion
revenue
© 2013 SAP AG. All rights reserved. 3

4. The Social Business
Imperative

5. Social media is central to the B2B decision journey
86% 60% 1.5x
of B2B tech buyers of B2B purchase IT buyers trust social
engage in social decisions are made media 1.5x more
activity for business before speaking to a than any other
purposes1 vendor2 content source3
1 Social Technographics for Business Technology Buyers (Forrester 2011)
2 Corporate Executive Board study (2011)
3 PJA Social Media Index (2011)
© 2013 SAP AG. All rights reserved. 5

6. Information sources for B2B buyers
© 2013 SAP AG. All rights reserved. 6

7. The sales journey is no longer linear…
It is more like “Chutes and Ladders”
.com SAP
Salesperson
SAP Consultant
.com
.com
SAP
Salesperson
Analyst
.com report
Print
.com Ad
Web
Search
© 2013 SAP AG. All rights reserved. 7

8. The State of Social Business Adoption *
52% of executives say that social business is important to their
companies today. 86% says it will be vital in three years.
- MIT Sloan Management Review 2012 Social Business Global Executive Study.
* Source: Dion Hinchcliffe, Zdnet, Nov. 2012
© 2013 SAP AG. All rights reserved. 8

9. Transformation at SAP

10. SAP’s 2015 Goals
© 2013 SAP AG. All rights reserved. 10

11. SAP Marketing – Five Pillars of Transformation
Amplify Voice of the Market
1. Simplify 2. Humanize the 3. Invest in 4. Develop “Pull” 5. Tighten Links
Marketing SAP Brand People Marketing to the Business
© 2013 SAP AG. All rights reserved. 11

12. Social Networking and the Future of Business
“Social networking will revolutionize business
interactions, just as the Internet revolutionized retailing
more than a decade ago. And the result will be a game-
changing surge in innovation and productivity and a big leap
forward in job creation and new growth opportunities.”
- Jim Hagemann Snabe, Co-CEO, SAP
"We've made big bet on social at SAP. We infuse social in
everything we do, from how we decide what solutions to build,
to how we market/sell them, to how we support customers after
sale. ... I'd go so far as saying the 'S' in SAP now stands for
social.“
- Jonathan Becher, CMO, SAP
© 2013 SAP AG. All rights reserved. 12

13. Social Business at SAP
Embedding social into everything we do
SALES
Social
Selling
PRODUCT
HR
Social
Social
Product
Recruiting
Feedback
CHANNEL BUYING
Social Social
Ecosystem Procurement
SUPPORT
MKTG
Social
Social
Customer
Marketing
Service
© 2013 SAP AG. All rights reserved. 13

14. An emphasis on pull (vs. push) marketing
Source: Three Wings Media
© 2013 SAP AG. All rights reserved. 14

15. Push vs. Pull Marketing
Push Marketing promotes Pull Marketing nurtures a long-
unsolicited messages based term relationship with the
transactional relationships customer on their terms
1-way communication 2-way dialogue
Unsolicited: Direct mail, TV/Radio Sought out: Social media, blogs,
ads, Cold calls SEM/SEO, 3rd party websites
Promotional content Value-added content
Interrupts Engages
$346 avg cost/lead* $135 avg cost/lead*
This is not “either/or”. The goal is to achieve a balanced model.
* Source: Hubspot.com
© 2013 SAP AG. All rights reserved. 15

16. We need to be where our buyers are with relevant,
engaging content
Pull
Marketing
Source: Sirius Decisions
© 2013 SAP AG. All rights reserved. 16

17. Why is content important?
Get Found Get Shared
(SEO/SEM) (Social)
Effective Content
• Tells a story
• Is authentic - no marketing spin!
• Integrates 3rd party contributors
• The right content, to the right person,
at right time, through the right channel
Get Leads
(Conversion)
© 2013 SAP AG. All rights reserved. @BrennerMichael 17

18. Example: Storytelling using SAP “fast facts”
Over 65,000 SAP employees in 130 countries provide . . .
>50% >72%
>86% >70%
of the world’s of the world’s of the world’s of the world’s
athletic footwear packages chocolate beer production
provided couriered production
>30 million >2 million >77,000
households use energy people work automobiles
more responsibly with more safely using manufactured per
Smart Grid solutions People Safety day
solutions
18
© 2013 SAP AG. All rights reserved. 18

19. How SAP Leads &
Participates

20. Digital, Social, and Communities at SAP
Digital Social Communities
© 2013 SAP AG. All rights reserved. 20

21. SAP Community Network
© 2013 SAP AG. All rights reserved. 21

22. 155 million
2 million
unique visitors each month
page views in 2012
230+
countries & territories
46%
net promoter score (NPS)
700+
community moderators
400+
SCN topic spaces
750
blogs per month
30,000
contributors in 2012
12 million
SCN newsletters delivered in 2012
© 2013 SAP AG. All rights reserved. 22

23. Value delivered to SAP customers
Speed – solve challenges faster, and accelerate
execution through access to technologies, models, and
a network of experts
Impact – drive higher quality outcomes and better
business results, by leveraging the community and known
best practices, and build reputation as you contribute your
knowledge and experiences to help others succeed
Efficiencies – reduce TCO resources, time cycles, and
financial investments, by re-using proven, existing
experiences and solutions
Insight – benefit from collective wisdom to innovate and
differentiate, while gaining a broader perspective, while
expanding your own knowledge and expertise
© 2013 SAP AG. All rights reserved. 23

24. SAP Mentors
Expert influencers fuel and guide the community
© 2013 SAP AG. All rights reserved. 24

25. SAP Community Events: SAP TechEd
“Annual Family Reunion” & Physical Manifestation of Virtual Community
© 2013 SAP AG. All rights reserved. 25

26. SAP TechEd 2012 Social Media Results
#SAPTechEd Tweets
34,088 > 35% increase
Generation by Non-SAP Employees
90% > 5% increase
# Facebook Posts
253 > 34% increase
# Blog Posts
463 > 27% increase
Total Impressions
Over 81M > 67% increase
Through December 31, 2012.
All comparison to SAP TechEd 2011 results
© 2013 SAP AG. All rights reserved. 26

27. SAP in social media
www.sap.com/social
© 2013 SAP AG. All rights reserved. 27

28. Established reach and engagement
SAP Community and Social Media Performance
1M 16.5M 700K 6.2M 1.5B
Fans Video Views “SAP” Mentions* Clicks* Impressions*
“SAP has quietly built a B2B social media juggernaut...”
–Drew Neisser, Fast Company
“SAP is a community superstar and one of the highest-scoring brands ...”
– Comblu, State of Online Branded Communities, Nov 2012 *2012
© 2013 SAP AG. All rights reserved. 28 28

29. SAP.com
Our flagship web property
50M+ visitors in 2012
70 countries
40 languages
590,000 online leads to
support SAP sales teams
© 2013 SAP AG. All rights reserved. 29

30. SAP.com
Reinventing the corporate website
SAP aspires to be the most socially
enabled, socially active, and socially
integrated company in the world, to the
benefit of our customers, partners, and
others who choose to engage with us.
Our strategy is based on these principles:
• Become the first corporate technology site that helps
customers navigate the social ecosystem while
contributing to the community at the same time
• Provide holistic SAP solution overviews and content
across both SAP and user-generated sources
© 2013 SAP AG. All rights reserved. 30

31. Coming soon: Social media integration on SAP.com
Community Hub Page
Communities link
Single and simple
community and social media Link moved from the footer to the header
hub experience
Top SCN posts
SAP’s Official
Social Media
Channels
Live Twitter feeds
© 2013 SAP AG. All rights reserved. 31

32. How we measure success
Awareness: Amplifying our messaging and content to prospective customers via social
technologies. Examples include:
• 500 million SAP impressions driven via search engines
• 1 million fans on Facebook and Twitter
• 2 million unique visitors per month to SAP Community Network
Engagement: Developing a 2-way dialogue with prospects during their buyer’s journey
• 155 million page views on SAP Community Network
• 30,000+ contributors on SAP Community Network
• 6.2 million clicks to SAP online experiences via social media
Conversion: Converting website visitors into sales leads
• 1.3 million people registered online on SAP.com
• SAP “Test Lab” improves digital conversion rate by 27% with budget savings of 20%
© 2013 SAP AG. All rights reserved. 32

33. Creating a social culture
Training & Policies &
Internal Consulting Governance
Employees
Tools & Evangelizing the
Infrastructure Vision
© 2013 SAP AG. All rights reserved. 33

34. Integrating social media globally across SAP Marketing
Social Media Office Hours Partner Enablement
North America region Europe, Middle East & Africa
Created weekly virtual “office hours” to train Established an SAP Partner Portal with
marketers on how to integrate social media timely educational content on how to use
into campaigns social media to grow their business
Results: Results:
• Social media campaigns increased 10X • 4,000+ partners engaged
• 75K clicks to SAP content via social media • B2B Marketing Award winner (2011)
• Program syndicated globally across SAP • Program being adapted in APJ and
North America
Localized SCN Communities Pull Marketing Optimization
Latin America China (part of Asia Pacific Japan)
Re-launched existing but stagnant Spanish Expanded all inbound tactics (phone, teleweb,
and Portuguese communities on SCN email) and streamlined/improved processes to
optimize leads and conversion
Results:
• Recruited over 50 ambassadors to Results:
contribute to the community • # of Marketing Generated Opps (MGOs)
• # of followers increased by 50% in first 3 from inbound increased 5X
months • Syndicating program across APJ
© 2013 SAP AG. All rights reserved. 34

35. Paving the Road Ahead

36. SAP thought leaders – New voices for new audiences
SAP spoke in front
of 30k attendees
from 10 separate
global locations for
SMW 2012
SAP now has over 100 employees who blog
for SAP as part of their core responsibilities.
Up from 15 in 2011.
Over 3.5M pages of SAP authored content
was viewed on Forbes last year alone. Top
post ~.75M
CIO and CMO
consistently on “Top
Social C-Suite” Lists
© 2013 SAP AG. All rights reserved. 36

37. Outside-In crowdsourced product feedback
Idea Place on SAP Community Network
Objective
• Enable customers and partners to submit product
ideas, collaborate on and vote for ideas, and
connect with the teams that build SAP products,
solutions or services.
Results to date
• 11,500 ideas submitted
• 9,000 comments
Ideas
• 50,000 votes Top 10 by votes
(implement)
• 350 delivered ideas
Provide status
updates on the rest
of the ideas
RANKED
(by votes)
© 2013 SAP AG. All rights reserved. 37

38. Accelerating our product strategy
Social and web impact on SAP HANA
7M
Social impressions
Social
182% 78K
Growth in HANA Social Followers Clicks to HANA content
1.2M cumulative visits to HANA web content
Web
SAP.com SAPHANA.com SCN
350K HANA blog views
36K views 32K views
© 2013 SAP AG. All rights reserved. 38

39. Social-first product launches
SAP Business Suite on HANA
Digital, Social, and Communities leads the way
• Social First Traditional Demand Gen Second
Moving from “Channel”…
• “What is your Twitter strategy?”
• “Make sure you keep the Social team in the loop!”
… to Leadership
• Faster to market
• Quicker response time
• “Social” is embedded in everything
© 2013 SAP AG. All rights reserved. 39

40. SAP Jam
The first social platform that brings together people, content, data, and
process to get work done
Social collaboration:
Where you work
• In your business processes
• With your applications, data, and content
• With customers, suppliers, and employees
To drive results www.sap.com/jam
• Business critical problem solving
• Enabling better performance
• Real time and mobile
On a secure social foundation
• Single, secure social foundation
• Seamless experience for every business person
© 2013 SAP AG. All rights reserved. 40

41. Social selling
Listening Building your reputation
Building stronger
relationships with your € Prospecting
customers
Leveraging your partners Competitive research
Be known for what you know…not what you sell
© 2013 SAP AG. All rights reserved. 41

42. 6 Trends in Social Business
1. Social is not a standalone app
 It will be seamlessly embedded into applications & daily work
2. Vendor consolidation continues
3. Gamification gets serious
4. The “social” prefix will disappear
5. ROI moves from “ego metrics” to business results
6. Customers define your brand
Social Business is no longer optional
Social Business  Business
© 2013 SAP AG. All rights reserved. 42

43. Key points

44. To recap
Social business is an imperative
SAP is transforming itself and putting social business into action
Real business value can be achieved
We are only scratching the surface
© 2013 SAP AG. All rights reserved. 44

45. People have always been social.
Business is just catching up.
Artist: Elmer Parolini
© 2013 SAP AG. All rights reserved. 45

46. Mark Yolton
SVP, Digital, Social, and Communities
SAP Marketing
www.sap.com
http://scn.sap.com
http://linkedin.com/in/markyolton
mark.yolton@sap.com
@markyolton