@GerryMoran presented the SAP NA social media strategy at the 2013 J Boye conference in Philadelphia, PA on May 3rd. Highlights include: 1. How to monetize in-house channel managers by eliminating over $200,000 in annual agency costs 2. How to build a social media strategy 3. How to create a process to handle over 50 monthly social media campaigns 4. How to measure social media channel and campaign success 5. How to optimize social media marketing at the campaign level Please contact Gerry Moran at moran.gerry@gmail.com, @GerryMoran or 215-817-4085 with any questions or inquiries to speak at your conference.

1. Branding & Community Management
An SAP Case Study | @GerryMoran | MarketingThink.com

2. How do you build and monetize a
community that reaches, engages
and converts customers?

3. Source: http://zdnet.com/blog/hinchcliffe on ZDNet

4. Back to the beginning (mid-2011)

5. Houston, we have a problem.

6. Paying Mad Men Agency Rates.

7. Many SAP social media ‘kingdoms’.

8. In other words ….
Decentralized
50+ decentralized
sources
Volume
50+ monthly
campaign requests No Results
Poor social campaign
performance
Alignment
No alignment
with Global
measurement
Process?
No process
No Transfer
Multiple agencies
/ owners
Success?
Missed
opportunities
Optimization
No content or
campaign
optimization

9. Turnaround Objectives
Scale
Process to activate
50+ monthly
campaigns
Performance
Increase reach,
engagement and
conversion in each
campaign
Sharing
Shared learning
Pipeline
Pipeline
attribution
Activation
Easy access
Measurement
Align metrics across
regions and Global

10. Was our goal just to sell?

11. Yes, but in a different way
with social media.

12. Amplify, Engage and Convert
Social media’s role in our marketing strategy and the buyer’s journey
Reach
Create and deliver content and
amplify your message to the
maximum amount of people
Engage.
Keep your customers and prospects
connected with your Industry,
Solution or LoB with valued content
that keeps them in a ready to act
state
Convert.
Turn customer interest into a sales-
related action (e.g., phone call,
registration, etc.)

13. Focus on being a broadcaster.

14. Social Media Scorecard Q1 2013
REACH
Number of Facebook fans and
Twitter followers. 2,259 of which
are new in 2013Q1.
ENGAGE
Number Facebook likes, shares,
and comments. Number of
Twitter retweets and replies.
CONVERT
Number of social media clicks to
a registration page.
16,495
+15%
4,169
+2%
43,221
+12%
IMPRESSIONS
Number of times messages may
have been seen by followers and
non-followers.
43,231,571
+1%
CONSUMPTION
Number of social media clicks to
curated content
40,674
+16%

15. We needed an ‘engine’…

16. … and a set of rails.

17. Way to deliver valued messaging.

18. Foundational Services Activation
How NA manages 50+ monthly campaigns
Tracking
Each campaign coded by date,
event, owner and solution and
keywords

19. Convert
Get people to
perform a
conversion-
related activity.
Engage
Get people to
click, comment,
retweet, share
our content.
Amplify
Reach the most
amount of
people with our
message and
content?
‘Dial-based’ strategy to support plays
How do we reach 70% of buyers making a sales-related decision?
ChannelsInfluence Social
Selling
Social
Intelligence
Offers / Tools
Ongoing amplification of
downloadable and easy to
access assets
Webinars
Events requiring 2-3
weeks of amplification
Big Events
Big events that require 3-4
weeks of amplification and
messaging
Local Events
Smaller events that require
precise amplification and
messaging
Always On
Amplification of news,
blogs and other thought
leadership
Blogging Content
Plays

20. 0 1 2 3 4 5 6 7 8
Last chance call to action
Communicate WIIFM event details
State relevant industry facts tied to event
Announce your event
Typical @SAPNorthAmerica Social Media Campaign
Campaign Content Formula Approach
20 tweets per campaign over a 2-week period
Most clicked and retweeted messages
state a fact and a clear customer-centric
reason why a customer should attend.Please RT! #CustomerService is the new marketing!
@DestinationCRM Apr 11 2pm est Webinar #CRM
12% of Internet Users tweet. Find out how to leverage
#SocialCRM#SCRM Apr 11 2pm ET #CX
Learn the value of real-time #CustomerEngagement at the
@SAPCRM& @DestinationCRM Apr 11 Webinar
Last Chance Please RT! Reach influencers thru social
media. @DestinationCRMApr 11 2pm est Webinar

21. Shared Service Model
Plays
• Webinars
• Offers, tools
• Always On
• Local events
• Live events
Measurement
• Reporting
methodology
• Analysis
Content Direction
• Format direction
• Sourcing direction
• Writing services
Activation
• Channel system
• Channel management
• Syndication
Social Media Office Hours
CenterofExcellence
Consult To Drive Results
FoundationalServices&Program
Marketers
Share Social Media team of 3
channel managers, content
creator, syndicator
Marketers & Social
Media Team
Share content creation from
Global communicationsteam
Social Media Team
Shares Global reporting
resources
Marketers
Share syndicationservices to
promote plays on multiple
channels

22. Moving beyond buying support.

23. Teaching marketers to ‘fish’.

24. Marketers now reached by SMOH
Campaigns increased from 5
Social Media
Office Hours
Results
Problem.
Low marketer skill level
and no social integration
into campaigns leading to
missed opportunities
Objective. Create a
scalable process enable
social media best practices
to drive increased business
results
Proposal.
Can we increase the
social media skill set of
NA marketersand
show how to integrate
social media into
marketing activity to
create more sales
opportunities?
125
50+
% increase in social media KPIs700
Tightens Links To Business
Develops Pull Marketing
Invests In People
Humanizes The Brand
Simplifies Marketing
Social Media Office Hours

25. So, what about the monetization?

26. Moving from here …

27. … to here. 5 team members.

28. Community Evolution
Evolving process to support NAM campaigns
Agency
Management
Move Tools & Skill
set In-house
May 2011 Apr. 2012 May 2012 Jan. 2013 April2013
Automate
The Process (some)
Complete Online
System
2nd & 3rd Channel
Manager Added
• Supported <5
campaigns
• Disjointed strategy
• No measurement
• Supported 58 marketing
campaigns in January
2013
• Pipelineattribution
• Drives demand gen
• Channelmanagers have
more time to provide
strategic support
• Shared services
introduced

29. Social Media Campaign Activation
Success= Easy Activation
Social media
activation
requested, and
WBS sub-tactic
code created in
CSD.
Content received,
edited and finalized
in CSD.
Campaign
reporting is
pulled in
Sprinklr and
tracked in
CSD
Campaign is
monitored
in Sprinklr.
Campaign is
scheduled,
tracked and
deployed in
Sprinklr.
Request
& Activate
Receive
& Edit
Schedule
& Deploy
Monitor &
Respond
Report &
Optimize

30. Activating
Email confirmation delivered with activation instruction
Best-practiced brief is returned to marketer
Services explained
Individual activation

31. Scorecarding

32. Savings = $200,000 per year

33. The real prize is in-house value add.

34. Always on Social Media (blogging)

35. Always On Social
Content program strategy to monetize thought leadership and content curation
Content
Select top
PPC & paid
media assets
to incite
incremental
registration
Package
Package
popular
assets in 1-2
weekly blog
posts with a
call to action
to “click here
to download
this assset”
Activate
SAP NA,
Industry,
SCN, IP and
SAP coworker
social
channels to
drive to blogs
Drive
Blogs posts
syndicated to
BIB, SCN,
Business2Co
mmunity and
other blogs.
BIB uses CTA
banners
Register.
Each blog
post linked to
a registration
page to
access asset
Monetize
Measure our
content
strategy’s
reach,
engagement
and
conversion
Updated evergreen content to drive registration

36. Social Selling

37. Social Selling Strategy & Program
Activating skills and campaigns to over 3,000 sales executives
Foundational Training:
100 Minutes of Social
Social Selling 101 & 201
Roll-out at FKOM
Social Media Genius Bar reached
2,600 SAP field employees
Social Selling
Jam Community
Sales University
Off-the-shelf Recordings
Executive-level Training

38. Social Intelligence

39. Use-case Social Intelligence Program
Utilizing Frameworks to Place Structure Around A Fluid Platform
Filing Cabinet
Single listening initiative
for a single company
File Folders
Key words and phrases
aligned by theme (e.g,
product attributes 
taste, seasoning,
ingredients
Filing Drawers
Drawers = themes;
universal attributes
applicable to strategic
groups within an
industry (e.g., pricing)
Account
Marketing
Insights
Use Cases
3 come-to-the
window cases

40. SAP’s Turnaround Goals
Agency In-house
No Process Process
Staff of 1 Staff of 5
<5 campaigns 70+ campaigns
500K
impressions
25 million
impressions
Content
Engagement
Clicks & RTs up
between 43-
50%
No Sharing Shared Learning
No
Attribution Attribution

41. Thanks!
@GerryMoran
Sr. Director
SAP Social Media Marketing
Gerry.Moran@SAP.com
MarketingThink.com
Marketing blog