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Social Media Analytics:
Lessons from B2B
Ted Sapountzis, Vice President Social Media Audience Marketing
@sapountzis
Who Is SAP?



170K customers across 25 industries and 120 countries




                                      2.5M members in the SAP Community Network


© 2011 SAP AG. All rights reserved.                                           2
Measuring Success In Social Media
What have we learned?


                                          Differentiate, but be consistent
                                      1

                                          Don’t try to outsmart yourself
                                      2

                                          Invest wisely
                                      3

© 2011 SAP AG. All rights reserved.                                          3
Differentiate, But Be Consistent
   1            Three key dimensions to keep in mind


                                                                  Sentiment

                                                       Comments

                                                                              Repeat
                                         Reach
                                                                              visitors

                                        Engage
Stage
                             Take Action

              Advocate & Share                                       Channel



                                                 Use Case

  © 2011 SAP AG. All rights reserved.                                                    4
Don’t Try To Outsmart Yourself
 2             Less is more




                                                Vs.




© 2011 SAP AG. All rights reserved.                   5
Invest Wisely
 3              Four things to keep in mind



                                      Think use cases, not tools

                                      Don’t be afraid to experiment

                                      Pick partners wisely, one size does not fit all

                                      OK to outsource, but build plan to in-source

© 2011 SAP AG. All rights reserved.                                                 6

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Business insider Social Media Analytics Presentation: @sapountzis lessons from SAP

  • 1. Social Media Analytics: Lessons from B2B Ted Sapountzis, Vice President Social Media Audience Marketing @sapountzis
  • 2. Who Is SAP? 170K customers across 25 industries and 120 countries 2.5M members in the SAP Community Network © 2011 SAP AG. All rights reserved. 2
  • 3. Measuring Success In Social Media What have we learned? Differentiate, but be consistent 1 Don’t try to outsmart yourself 2 Invest wisely 3 © 2011 SAP AG. All rights reserved. 3
  • 4. Differentiate, But Be Consistent 1 Three key dimensions to keep in mind Sentiment Comments Repeat Reach visitors Engage Stage Take Action Advocate & Share Channel Use Case © 2011 SAP AG. All rights reserved. 4
  • 5. Don’t Try To Outsmart Yourself 2 Less is more Vs. © 2011 SAP AG. All rights reserved. 5
  • 6. Invest Wisely 3 Four things to keep in mind Think use cases, not tools Don’t be afraid to experiment Pick partners wisely, one size does not fit all OK to outsource, but build plan to in-source © 2011 SAP AG. All rights reserved. 6