SlideShare ist ein Scribd-Unternehmen logo
1 von 22
Downloaden Sie, um offline zu lesen
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 1Public
Content für die CustomerJourney –
Informationsbedarfeerkennen und bedienen
Christoph Zeidler
Leiter Strategie, Prozesse& Technologie, Studio SAP
SAP SE
2. März 2016
Statler Stage
@1zei3
#CMCX
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 2Public
Agenda:
1. Studio SAP: interne Agenturim Überblick
2. Marketingneu denken
3. Von der CustomerJourney zur ContentJourney
4. Gute Experience braucht gute Inhalte
5. Content-Architektur: Relevanz,Konsistenz,Skalierbarkeit
6. Beispiel SAP.com
7. Globale Content-Strategieim Überblick
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 3Public
Kreativberatung
Content-Erstellung und
-Lokalisierung
Lieferanten-
und Agentur-
management
Postproduktion,
Qualitätskontrolle,
Veröffentlichung
Content-Strategie und -ArchitekturProzesse, Technologie, Operations
Kundenbetreuung und
-beratung
Modell einer internen Agentur
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 4Public
Print-
Broschüren
Poster
Event-Inhalte
Online-
Broschüren
E-Books
Webseiten, Blogs
Übersetzungen und
Lokalisierungen
Infografiken
Unsere Dienstleistungen und Formate
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 5Public
10.000
web page
updates
12.000
slides edited
for sapphire now
5.000
services
delivered
10.000
Webseiten
überarbeitet
5.000
Abgeschlossene
Jobs
12.000
PowerPoints
redigiert
5.000
Übersetzungen
in 24
Sprachen
Kreativität, die skaliert. Dank 70 MA an 5 Standorten.
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 6Public
Unternehmen müssen sich verändern. Marketing auch.
“64% of people think that
customer experience is more
important than price in their choice
of a brand.
By 2020, customer experience will
overtake price and product as the
key brand differentiator.”
Gartner's top 10 technology trends for 2015
Marketing Experience
Content
CustomerJourney Content Journey=
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 7Public
Customers
Content shapesthe
customerexperience
throughout the
engagementcycle.
SAP Employees
The abilitytocreate
(andfind) qualitycontent
makesourprofessionals
more successfuland
satisfied.
Costs
Most large corporations
waste millionsoncontent
that servesnopurpose –
and, therefore, offersno
value orROI.
Strategy
SAP requires
content that sends
the right messageto
the marketplace.
Warum wir über Inhalte reden: Why Content Matters.
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 8Public
Mandate relevance nounrel·e·vance ˈre-lə-vən(t)s
The rightthing, in the rightplace, at the righttime, in
order to meet audienceinformationneeds and drive
revenue
Mission We shapea relevant, simple,and engaging
SAP Experience, andwe do it digital first.
SAP Experience
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 9Public
… ist die Kunst, RELEVANTE und konsistente
INHALTEzu erstellen und zu verteilen,
um eine präzise DEFINIERTE
ZIELGRUPPEanzusprechen
– mit dem Ziel, eine PROFITABLE
KUNDENAKTIONauszulösen.
Content Marketing (freinachJoe Pulizzi)
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 10Public
Maximale WIRKUNG
(zu geringst-möglichen Aufwänden)
benötigt eine Struktur, die sicherstellt, dass
die richtige ZIELGRUPPE über
die richtigen KANÄLE
den richtigen INHALT (zur richtigen Zeit) erhält.
Die Rolle von Content (im) Marketing
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 11Public
Identify Needs
Stay Up-to-Date
Identify Business Needs
Optimize Processes and Software
Stay Compliant
Decision to Act
(Re-) Consider
Research Software Options
Create Business Case
Set up Initiative
Translate Business Needs into Requirements
Create Project Road Map
1
2
(Re-) Select
Evaluate Software Capabilities and Services
Evaluate System Requirements
Scope Software and Services
Buy and Renew
Purchase Software and Services
Measure
Measure Software Performance
Collect User Feedback
Measure Business Impact
Operate
Provide User Support
Get Software Support
Update and Maintain Software
6
5
Implement
Go Live
Roll Out
Conduct Training
Conduct Testing
Migrate Data
4
Implement Software
Finalize Requirements
Companies continuously identify business needs and opportunities.
These accumulate until a decision to act is made.
Once a decision to act is made, companies nominate one or more people to investigate options
to solve a business problem or realize an opportunity.
Technology oftentimes may only be one part of the solution. Customers create a “long list" of
possible software and vendors.
Companies create a “short list" of possible software solutions and vendors. They create a more precise
definition of business and technical requirements to enable scoping of software and service offerings.
Software and services are purchased.
Companies continuously measure the business impact of the new solution.
This does not only include the technology and software part,
but also new business processes and so on.
IT maintains the software, keeps it up-to-date, and provides end-user
support. To do this, an IT person regularly visits the vendor's support
platform to identify patches, updates, and current issues and to investigate
bugs and incidents.
Business and technical requirements are finalized for implementation. The
project team or a service provider implements, configures, and customizes
the software as needed. They conduct quality assurance, testing, and
end-user training and roll out the new software and business processes.
3
Vendor: SAP and SAP partners
Non-Vendor: Colleagues, analysts, consultants, user-group
peers, friends, media, social media
Preferred Source of
Information
Least
preferred
Most
preferred
Informationsbedarfe anhand der Customer Journey
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 12Public
Zwei Seiten derselben Medaille: Pull vs. Push
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 13Public
Informationsbedarfe anhand der Customer Journey
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 14Public
Content-Architektur:Relevante Inhalte je Journey-Phase (1)
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 15Public
Content-Architektur:Relevante Inhalte je Journey-Phase (2)
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 16Public
STAGE TASK Trends and Best Practices
Solution and Product Information
(incl. Demos, Trials)
Analytical and Business Value
Information
Content Systems per Content Cluster *
(see links at the bottom of the spreadsheet)
FAST, LASER, MAC DAM FAST, MAC DAM, VLM, PositioningCentral FAST, MAC DAM, LASER, VLM
Content Channels per Content Cluster
(see links at the bottom of the spreadsheet)
Digitalist Magazine SAP Solution Explorer Business InnovationBlog
1. Identify Needs 1.1 Stay Up to Date
Business / technology / product / service
trends for my company, in my specific
industry or overall (no SAP software trends!)
Asset Types:
Blogs (Industry / LOB / Influencer / Analyst /
Thought-Leadership / Innovation), Whitepapers,
Infographics, Whiteboard Video, Innovation Video,
Ebook, Business Trends Newsletter
What is the capability of the specific business
/ technology / product / service trend on a
long-term for me as company?
Asset Types:
Blogs (Industry / LOB / Influencer / Analyst /
Thought-Leadership / Innovation), Whitepapers,
Infographics, Whiteboard Video, Innovation Video,
Ebook, Business Trends Newsletter
Content-Architektur:Relevante Inhalte je Journey-Phase (3)
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 17Public
Content-Architektur konkret: die neue SAP.com
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 18Public
Combine audience needs with SAP offering and priorities
Understand information needs,personas, and format in context of channel.
Eliminate content waste. Always-on core content based on SAP portfolio.
Standards & Guidelines
Define end-to-end content quality criteria
Measurement & KPIs
Enable fact-based content decisions
Localization
Integrate localization in allcontent process
Planning & Scheduling
Align on content production and publication
Processes & Tools
Improve landscape based on
end-to-end processes
External Production
Evolve agency networkfor scale and efficiency
Create content based on common elements
Agree on governance model forcontent lifecycle across allteams.
Follow best practices forefficient high-quality content production.
Content Strategy and Architecture
One customer-centric SAP content strategy.
One framework to meet allinformation needs.
(SAP Portfolio Foundations)
One version of the SAPportfolio forall SAPgo-to-market
activities and content.
Audience Foundations
One consistent definition of target audiencesand their
information needsto createa relevant experience.
Reach the audiences
Consistent and relevant content across allchannels,
internally available forreuse.
Customer
Experience
Content-Strategie: Relevanz, Konsistenz, Skalierbarkeit
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 19Public
Core Content
• “Always on,” digital,SAP portfolio-based
• Permanentcoverage of“all” information needs to
a certain level
• Stable.Updated/enhanced only as required
• Foundation for re-use for promotional content
• Close to SAP’s offerings,well-structured,
• Needs to be locally relevant
• Has a directly external-facing as well as internal-
facing dimension (enablement)
• Foundation for “Pull”
Examples: Solution overviews, industry, LoB, or
tech/product/solution information (digital or else), HR information for
employees, Field enablement, references, thought leadership
content, etc.
Promotional & News Content
• “On demand,” business goal-driven
• Targeted focus on select topics
• Agile stakeholder support
• Dynamic change ofmessages,format,and channels
• Should re-use core contentfor efficiency
• Close to geos and audiences
• Business-planning driven
• “Push” content,can trigger pull
Examples: Campaigns, advertising, event content, press releases or SAP
News articles, blogs etc.
CORE
PROMOTIONAL
Core vs. Promotional, Pull vs. Push
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 20Public
ZielgruppeKanalInhalt
SAP Nicht-SAP
Nicht-SAP; gesteuert
Core
Kunden und
Interessenten
Partner
Presse/Medien
Influencer
(Analysten,
Blogger)
Allgemeine
Öffentlichkeit
Mitarbeiter
(auch
zukünftige)
Nicht-SAP; Social
SAP-eigeneKanäle(owned)
Nicht-SAP-Kanäle(paid,earned)
Internes
Enablement
Ecosystem
Feldorganisation
Promotional
Social/DigitalEnablement
Verhältnis von eigenen zu fremden Inhalten
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 21Public
INFLUENCER-
GENERATED CONTENT
PARTNER-GENERATED CONTENT
CUSTOMER- GENERATED
CONTENT
PROMOTIONAL
CONTENT EMPLOYEE-
GENERATED
CONTENT
CORE
CONTENT
Die ideale Content-Welt
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 22Public
Danke fürs Zuhören – Jetzt sind Sie dran!
Christoph Zeidler
Leiter Strategie, Prozesse & Technologie, Studio SAP
SAP SE
+49 6227 7-4 10 24
+49 151 16 81 07 38
christoph.zeidler@sap.com
Twitter: @1zei3
Xing: https://www.xing.com/profile/Christoph_Zeidler
LinkedIn: https://www.linkedin.com/in/christophzeidler
@1zei3
#CMCX

Weitere ähnliche Inhalte

Kürzlich hochgeladen

Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaEsteller
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.Kashish Bindra
 
HAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_PreviewHAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_PreviewEsteller
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessLiv Day
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxSahil Srivastava
 
TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23Social Samosa
 
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubSEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubNitin Manchanda
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfpaul8402
 
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxv100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxjeromecuyos1
 
Navigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessNavigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessElizabeth Moore
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroductioninfoshraddha747
 
Lesotho-Botswana Water Project Brand Manual developed with new logo
Lesotho-Botswana Water Project Brand Manual developed with  new logoLesotho-Botswana Water Project Brand Manual developed with  new logo
Lesotho-Botswana Water Project Brand Manual developed with new logonelaohaimbodi
 
The Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfThe Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfFinance Advertising Network
 
Llanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation StrategyLlanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation StrategyMarianna Nakou
 
Exploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdfExploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdfolivalibereo
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...shrutimishraqt
 
How To Become a Master In Search Engine Optimization (SEO)
How To Become a Master In Search Engine Optimization (SEO)How To Become a Master In Search Engine Optimization (SEO)
How To Become a Master In Search Engine Optimization (SEO)Blessings Ngalande
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelSearch Engine Journal
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfMedia Logic
 

Kürzlich hochgeladen (20)

Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compelta
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.
 
HAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_PreviewHAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_Preview
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise Success
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptx
 
TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23
 
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubSEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdf
 
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxv100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
 
Navigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for SuccessNavigating Global Markets and Strategies for Success
Navigating Global Markets and Strategies for Success
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroduction
 
Lesotho-Botswana Water Project Brand Manual developed with new logo
Lesotho-Botswana Water Project Brand Manual developed with  new logoLesotho-Botswana Water Project Brand Manual developed with  new logo
Lesotho-Botswana Water Project Brand Manual developed with new logo
 
The Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfThe Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdf
 
Llanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation StrategyLlanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation Strategy
 
Exploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdfExploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdf
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
 
How To Become a Master In Search Engine Optimization (SEO)
How To Become a Master In Search Engine Optimization (SEO)How To Become a Master In Search Engine Optimization (SEO)
How To Become a Master In Search Engine Optimization (SEO)
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing Funnel
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdf
 

Content für die Customer Journey #CMCX

  • 1. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 1Public Content für die CustomerJourney – Informationsbedarfeerkennen und bedienen Christoph Zeidler Leiter Strategie, Prozesse& Technologie, Studio SAP SAP SE 2. März 2016 Statler Stage @1zei3 #CMCX
  • 2. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 2Public Agenda: 1. Studio SAP: interne Agenturim Überblick 2. Marketingneu denken 3. Von der CustomerJourney zur ContentJourney 4. Gute Experience braucht gute Inhalte 5. Content-Architektur: Relevanz,Konsistenz,Skalierbarkeit 6. Beispiel SAP.com 7. Globale Content-Strategieim Überblick
  • 3. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 3Public Kreativberatung Content-Erstellung und -Lokalisierung Lieferanten- und Agentur- management Postproduktion, Qualitätskontrolle, Veröffentlichung Content-Strategie und -ArchitekturProzesse, Technologie, Operations Kundenbetreuung und -beratung Modell einer internen Agentur
  • 4. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 4Public Print- Broschüren Poster Event-Inhalte Online- Broschüren E-Books Webseiten, Blogs Übersetzungen und Lokalisierungen Infografiken Unsere Dienstleistungen und Formate
  • 5. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 5Public 10.000 web page updates 12.000 slides edited for sapphire now 5.000 services delivered 10.000 Webseiten überarbeitet 5.000 Abgeschlossene Jobs 12.000 PowerPoints redigiert 5.000 Übersetzungen in 24 Sprachen Kreativität, die skaliert. Dank 70 MA an 5 Standorten.
  • 6. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 6Public Unternehmen müssen sich verändern. Marketing auch. “64% of people think that customer experience is more important than price in their choice of a brand. By 2020, customer experience will overtake price and product as the key brand differentiator.” Gartner's top 10 technology trends for 2015 Marketing Experience Content CustomerJourney Content Journey=
  • 7. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 7Public Customers Content shapesthe customerexperience throughout the engagementcycle. SAP Employees The abilitytocreate (andfind) qualitycontent makesourprofessionals more successfuland satisfied. Costs Most large corporations waste millionsoncontent that servesnopurpose – and, therefore, offersno value orROI. Strategy SAP requires content that sends the right messageto the marketplace. Warum wir über Inhalte reden: Why Content Matters.
  • 8. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 8Public Mandate relevance nounrel·e·vance ˈre-lə-vən(t)s The rightthing, in the rightplace, at the righttime, in order to meet audienceinformationneeds and drive revenue Mission We shapea relevant, simple,and engaging SAP Experience, andwe do it digital first. SAP Experience
  • 9. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 9Public … ist die Kunst, RELEVANTE und konsistente INHALTEzu erstellen und zu verteilen, um eine präzise DEFINIERTE ZIELGRUPPEanzusprechen – mit dem Ziel, eine PROFITABLE KUNDENAKTIONauszulösen. Content Marketing (freinachJoe Pulizzi)
  • 10. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 10Public Maximale WIRKUNG (zu geringst-möglichen Aufwänden) benötigt eine Struktur, die sicherstellt, dass die richtige ZIELGRUPPE über die richtigen KANÄLE den richtigen INHALT (zur richtigen Zeit) erhält. Die Rolle von Content (im) Marketing
  • 11. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 11Public Identify Needs Stay Up-to-Date Identify Business Needs Optimize Processes and Software Stay Compliant Decision to Act (Re-) Consider Research Software Options Create Business Case Set up Initiative Translate Business Needs into Requirements Create Project Road Map 1 2 (Re-) Select Evaluate Software Capabilities and Services Evaluate System Requirements Scope Software and Services Buy and Renew Purchase Software and Services Measure Measure Software Performance Collect User Feedback Measure Business Impact Operate Provide User Support Get Software Support Update and Maintain Software 6 5 Implement Go Live Roll Out Conduct Training Conduct Testing Migrate Data 4 Implement Software Finalize Requirements Companies continuously identify business needs and opportunities. These accumulate until a decision to act is made. Once a decision to act is made, companies nominate one or more people to investigate options to solve a business problem or realize an opportunity. Technology oftentimes may only be one part of the solution. Customers create a “long list" of possible software and vendors. Companies create a “short list" of possible software solutions and vendors. They create a more precise definition of business and technical requirements to enable scoping of software and service offerings. Software and services are purchased. Companies continuously measure the business impact of the new solution. This does not only include the technology and software part, but also new business processes and so on. IT maintains the software, keeps it up-to-date, and provides end-user support. To do this, an IT person regularly visits the vendor's support platform to identify patches, updates, and current issues and to investigate bugs and incidents. Business and technical requirements are finalized for implementation. The project team or a service provider implements, configures, and customizes the software as needed. They conduct quality assurance, testing, and end-user training and roll out the new software and business processes. 3 Vendor: SAP and SAP partners Non-Vendor: Colleagues, analysts, consultants, user-group peers, friends, media, social media Preferred Source of Information Least preferred Most preferred Informationsbedarfe anhand der Customer Journey
  • 12. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 12Public Zwei Seiten derselben Medaille: Pull vs. Push
  • 13. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 13Public Informationsbedarfe anhand der Customer Journey
  • 14. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 14Public Content-Architektur:Relevante Inhalte je Journey-Phase (1)
  • 15. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 15Public Content-Architektur:Relevante Inhalte je Journey-Phase (2)
  • 16. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 16Public STAGE TASK Trends and Best Practices Solution and Product Information (incl. Demos, Trials) Analytical and Business Value Information Content Systems per Content Cluster * (see links at the bottom of the spreadsheet) FAST, LASER, MAC DAM FAST, MAC DAM, VLM, PositioningCentral FAST, MAC DAM, LASER, VLM Content Channels per Content Cluster (see links at the bottom of the spreadsheet) Digitalist Magazine SAP Solution Explorer Business InnovationBlog 1. Identify Needs 1.1 Stay Up to Date Business / technology / product / service trends for my company, in my specific industry or overall (no SAP software trends!) Asset Types: Blogs (Industry / LOB / Influencer / Analyst / Thought-Leadership / Innovation), Whitepapers, Infographics, Whiteboard Video, Innovation Video, Ebook, Business Trends Newsletter What is the capability of the specific business / technology / product / service trend on a long-term for me as company? Asset Types: Blogs (Industry / LOB / Influencer / Analyst / Thought-Leadership / Innovation), Whitepapers, Infographics, Whiteboard Video, Innovation Video, Ebook, Business Trends Newsletter Content-Architektur:Relevante Inhalte je Journey-Phase (3)
  • 17. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 17Public Content-Architektur konkret: die neue SAP.com
  • 18. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 18Public Combine audience needs with SAP offering and priorities Understand information needs,personas, and format in context of channel. Eliminate content waste. Always-on core content based on SAP portfolio. Standards & Guidelines Define end-to-end content quality criteria Measurement & KPIs Enable fact-based content decisions Localization Integrate localization in allcontent process Planning & Scheduling Align on content production and publication Processes & Tools Improve landscape based on end-to-end processes External Production Evolve agency networkfor scale and efficiency Create content based on common elements Agree on governance model forcontent lifecycle across allteams. Follow best practices forefficient high-quality content production. Content Strategy and Architecture One customer-centric SAP content strategy. One framework to meet allinformation needs. (SAP Portfolio Foundations) One version of the SAPportfolio forall SAPgo-to-market activities and content. Audience Foundations One consistent definition of target audiencesand their information needsto createa relevant experience. Reach the audiences Consistent and relevant content across allchannels, internally available forreuse. Customer Experience Content-Strategie: Relevanz, Konsistenz, Skalierbarkeit
  • 19. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 19Public Core Content • “Always on,” digital,SAP portfolio-based • Permanentcoverage of“all” information needs to a certain level • Stable.Updated/enhanced only as required • Foundation for re-use for promotional content • Close to SAP’s offerings,well-structured, • Needs to be locally relevant • Has a directly external-facing as well as internal- facing dimension (enablement) • Foundation for “Pull” Examples: Solution overviews, industry, LoB, or tech/product/solution information (digital or else), HR information for employees, Field enablement, references, thought leadership content, etc. Promotional & News Content • “On demand,” business goal-driven • Targeted focus on select topics • Agile stakeholder support • Dynamic change ofmessages,format,and channels • Should re-use core contentfor efficiency • Close to geos and audiences • Business-planning driven • “Push” content,can trigger pull Examples: Campaigns, advertising, event content, press releases or SAP News articles, blogs etc. CORE PROMOTIONAL Core vs. Promotional, Pull vs. Push
  • 20. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 20Public ZielgruppeKanalInhalt SAP Nicht-SAP Nicht-SAP; gesteuert Core Kunden und Interessenten Partner Presse/Medien Influencer (Analysten, Blogger) Allgemeine Öffentlichkeit Mitarbeiter (auch zukünftige) Nicht-SAP; Social SAP-eigeneKanäle(owned) Nicht-SAP-Kanäle(paid,earned) Internes Enablement Ecosystem Feldorganisation Promotional Social/DigitalEnablement Verhältnis von eigenen zu fremden Inhalten
  • 21. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 21Public INFLUENCER- GENERATED CONTENT PARTNER-GENERATED CONTENT CUSTOMER- GENERATED CONTENT PROMOTIONAL CONTENT EMPLOYEE- GENERATED CONTENT CORE CONTENT Die ideale Content-Welt
  • 22. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 22Public Danke fürs Zuhören – Jetzt sind Sie dran! Christoph Zeidler Leiter Strategie, Prozesse & Technologie, Studio SAP SAP SE +49 6227 7-4 10 24 +49 151 16 81 07 38 christoph.zeidler@sap.com Twitter: @1zei3 Xing: https://www.xing.com/profile/Christoph_Zeidler LinkedIn: https://www.linkedin.com/in/christophzeidler @1zei3 #CMCX