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We Want You!
Contribute to Business Innovation.
Grow Your Personal Brand.
Help Our Customers.
December, 2012
© 2011 SAP AG. All rights reserved.   2
The Buyer Journey Starts With A Search . . .

                                      • What is real-time analytics?
                                      • What is cloud computing?
                                      • What is Big Data?

                                      • How are companies benefiting
                                        from…mobile, cloud, analytics?

                                      • How do I take advantage of the latest
                                        innovations?




                        Do We Have An Answer?
© 2011 SAP AG. All rights reserved.                                      3
How Much “Early Stage” Search Traffic Do We Get?


                   Early Stage Visitor:
                   •Searches for Category-
                   terms like “what is cloud
                   computing” or “Business
                   Intelligence”
                   •   100,000’s of searches / mo




                       Later Stage Visitor:
                       •Searches for Product or
                       Brand-specific terms like
                       “SAP Software”
                       •   100s of searches / mo


© 2011 SAP AG. All rights reserved.                 4
Less Than 0.03% Of Traffic To SAP.com Is Early-stage*




* Data through 2010. More recent data through 2011 shows HUGE improvement but to only 0.1%. 2012 data due Q1, 2013
© 2011 SAP AG. All rights reserved.                                                                                  5
SAP Analytics Content Inventory - By Stage


      94% of our Content is Mid- or Late-Stage*

Interest / Show / Convince                   Interest
2%                                              6%

                                                  Show

Show / Convince                                  26%
47%                                           Convince
                                                  19%
 © 2011 SAP AG. All rights reserved.                     6
Business Innovation Objectives

           Business Innovation from SAP seeks to become a destination of business innovation
          insights by providing educational and informational content on how to innovate against
                     today’s top business challenges to gain a competitive advantage

           To create affinity for the SAP brand around our customer-focused
           innovation agenda for Mobility, Cloud, In-Memory and Analytic solutions,
           as well as other key topics like Human Resources, Sales & Marketing and
           Industry specific content
           Meet the needs of early stage buyers with educational and thought
           leadership content that does not seek to promote SAP but to answer their
           biggest business questions

           Deliver on the promise of the SAP Run Like Never Before Advertising
           Campaign (landing page)
            Contribute MGOs by driving visitors to SAP.com or campaign landing
            pages through subtle, but appropriate call-to-actions where we hope we
            have earned the right to ask them to register
   Market examples: AMEX Open Forum, Adobe CMO.com, IBM InfoBoom and BCGPerspectives,
© 2011 SAP AG. All rights reserved.                                                                7
Aligned By Key Business Topics –
Not Products or Segments




© 2011 SAP AG. All rights reserved.   8
Business Innovation Objectives – Reach, Engagement,
Conversion
                                      •   200+ contributors and 46
                                          approved feeds
                                      •   1,600+ articles published,
                                          averaging 8-10 new articles
                                          per day
                                      •   Content is being shared on 5
                                          social channels (Twitter,
                                          Facebook, Google+,
                                          LinkedIn and StumbleUpon)
                                      •   Traffic sources: 64%
                                          Campaign, 26% Organic, 7%
                                          Social
                                      •   500+ registration forms
                                          completed since launch
                                      •   Recognized for and content
                                          strategy excellence by Fast
                                          Company, Digiday, Content
                                          Marketing Institute and others

© 2011 SAP AG. All rights reserved.                                        9
Most Popular Articles –
(10X average Pageviews)


•Top      50 Influencers
•Top      10 Blog Sites
•Terms          You Need To Know
•Myths…Busted

•10   Predictions for…
•What         is…?
•The      First Step to Success in…
•How        To Get Ahead With…



 © 2011 SAP AG. All rights reserved.   10
Visit. Share. Contribute.


Explore: Come check out the new pages, view the content, comment on an article
or sign up for daily updates. Blogs.sap.com/innovation

Contribute: We need bloggers to cover our innovation topics. Don’t think
you can write? No problem. All you need is the willingness to share your
passion and expertise and we can guide you! Contact me if interested.

Share the new site or relevant content with your colleagues and connections
through your social networks
• Example Tweet: Learn how your business can grow and compete through
  Business Innovations: http://bit.ly/yhcwLe #Cloud #Mobile #BigData #Analytics




© 2011 SAP AG. All rights reserved.                                               11
Now Is The Time To Build
  Your Personal Brand
I Think I Know What You’re Thinking?


 The top reasons people give for not working out,
 not eating right, or not building a personal brand:

 1. I’m               too old
 2. I        don’t have the time
 3. It’s             not important (I don’t see the value)
 4. I        don’t know how
 5. I        don’t have anything interesting to say
© 2011 SAP AG. All rights reserved.                          13
Edelman Trust Barometer – Time for Brand You!




© 2011 SAP AG. All rights reserved.             14
Why Should I Be Active In Social?


1. “Brand                             Me”
2.     Speak to 1 person
3.     Therapy
4.     The journey

What is personal branding?” Those characteristics that make you unique and
how you communicate that to the world. The objective of personal branding is
professional success and is directly linked to the success of the company we serve.
                                                               ~ Dan Schawbel

© 2011 SAP AG. All rights reserved.                                              15
The myth of business vs. personal profile




We are officially beyond the days where you can have a
distinct “personal” and “corporate” profile. You must decide
who you are and bleed it. From all accounts!
                                      ~ Lisa Barone Co-Founder, Outspoken Media


© 2011 SAP AG. All rights reserved.                                           16
Where to blog?
   Business Innovation, Forbes, SCN Business Trends




http://blogs.sap.com/innovation/            http://blogs.forbes.com/sap/           http://scn.sap.com/community/business-trends


Learn how to “run like never before” with   Connecting SAP thought leadership      Where IT strategy and business value meet .
the latest News, Blogs and Featured         to the world’s top business people     This community space includes expert opinion
content on the hottest Business             on Forbes. The content focuses on      and insight from knowledgeable SAP insiders
innovation topics such as cloud             the latest issues impacting business   that will open doors, connect dots and inspire
computing, big data, mobile, real-time      innovation .                           discussion around emerging business trends
analytics, sustainability, financial
management, human resources, sales
and marketing and more.

    © 2011 SAP AG. All rights reserved.                                                                                    17
The Personal Brand Continuum




Manage By Walking Around: The original goal     B2B Marketing Insider is dedicated to            Timo Elliott is a 20-year veteran of SAP His
of this blog was to provide information about   sharing marketing tips that drive real results   popular Business Analytics blog tracks
performance management – the inspiration for    like sales, leads, and higher customer           innovation in analytics and social media,
the title of this blog, Manage By Walking       loyalty, focusing on topics such as lead         including topics such as augmented
Around, can be found in my inaugural            generation, search marketing, online media,      corporate reality, collaborative decision-
post. I’ve shared my own management             and social strategies.                           making, and social network analysis.
guidelines and suggested some tips for new
managers.




    “Write about what you know”                                                                       ~ Mark Twain

 © 2011 SAP AG. All rights reserved.                                                                                                   18
Tips For Personal Branding Success

•   Define audience and set objectives
    • Why are you talking?
    • Who are you talking to?
    • What’s in it for them / you?

•   Build it in to every day
    • Scan, filter, read, connect, write, respond
    • Social media success = minutes per day
    • Have a goal: 2 blogs per week Tues / Thursday

•   Build relationships of mutual benefit
    • Social “gifts:” Retweet me, I might ReTweet you!

•   The new content rules
    •   If it isn’t a keyword, no one cares
    •   Titles matter
    •   Bullets help
    •   Tell stories: Hero, a quest, a journey, an obstacle and a resolution

    © 2011 SAP AG. All rights reserved.                                        19
You Don’t Even have To Think! –
150 Articles Waiting To Be Summarized




© 2011 SAP AG. All rights reserved.     20
How To Incorporate Campaigns
Recent Campaign Posts




© 2011 SAP AG. All rights reserved.   22
Tips To Incorporating Campaigns

1.   If the primary purpose is to promote
     SAP, we don’t run it
2.   Keywords = Customers Topics
     •     Google Trends

3.   G2G: You have to “give-to-get”
4.   Think multi-channel, multi-format
     •     Slideshare to Blog to Tweet
     •     Infographic to Slideshare to Blog to FB
           like
     •     Webinar to Slideshare to Blog to Tweet to
           FB like to Google Plus +1




 © 2011 SAP AG. All rights reserved.                   23
Can’t Wait To See [Your Name] Here!




© 2011 SAP AG. All rights reserved.   24

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Become a Blog Contributor Today

  • 1. We Want You! Contribute to Business Innovation. Grow Your Personal Brand. Help Our Customers. December, 2012
  • 2. © 2011 SAP AG. All rights reserved. 2
  • 3. The Buyer Journey Starts With A Search . . . • What is real-time analytics? • What is cloud computing? • What is Big Data? • How are companies benefiting from…mobile, cloud, analytics? • How do I take advantage of the latest innovations? Do We Have An Answer? © 2011 SAP AG. All rights reserved. 3
  • 4. How Much “Early Stage” Search Traffic Do We Get? Early Stage Visitor: •Searches for Category- terms like “what is cloud computing” or “Business Intelligence” • 100,000’s of searches / mo Later Stage Visitor: •Searches for Product or Brand-specific terms like “SAP Software” • 100s of searches / mo © 2011 SAP AG. All rights reserved. 4
  • 5. Less Than 0.03% Of Traffic To SAP.com Is Early-stage* * Data through 2010. More recent data through 2011 shows HUGE improvement but to only 0.1%. 2012 data due Q1, 2013 © 2011 SAP AG. All rights reserved. 5
  • 6. SAP Analytics Content Inventory - By Stage 94% of our Content is Mid- or Late-Stage* Interest / Show / Convince Interest 2% 6% Show Show / Convince 26% 47% Convince 19% © 2011 SAP AG. All rights reserved. 6
  • 7. Business Innovation Objectives Business Innovation from SAP seeks to become a destination of business innovation insights by providing educational and informational content on how to innovate against today’s top business challenges to gain a competitive advantage To create affinity for the SAP brand around our customer-focused innovation agenda for Mobility, Cloud, In-Memory and Analytic solutions, as well as other key topics like Human Resources, Sales & Marketing and Industry specific content Meet the needs of early stage buyers with educational and thought leadership content that does not seek to promote SAP but to answer their biggest business questions Deliver on the promise of the SAP Run Like Never Before Advertising Campaign (landing page) Contribute MGOs by driving visitors to SAP.com or campaign landing pages through subtle, but appropriate call-to-actions where we hope we have earned the right to ask them to register Market examples: AMEX Open Forum, Adobe CMO.com, IBM InfoBoom and BCGPerspectives, © 2011 SAP AG. All rights reserved. 7
  • 8. Aligned By Key Business Topics – Not Products or Segments © 2011 SAP AG. All rights reserved. 8
  • 9. Business Innovation Objectives – Reach, Engagement, Conversion • 200+ contributors and 46 approved feeds • 1,600+ articles published, averaging 8-10 new articles per day • Content is being shared on 5 social channels (Twitter, Facebook, Google+, LinkedIn and StumbleUpon) • Traffic sources: 64% Campaign, 26% Organic, 7% Social • 500+ registration forms completed since launch • Recognized for and content strategy excellence by Fast Company, Digiday, Content Marketing Institute and others © 2011 SAP AG. All rights reserved. 9
  • 10. Most Popular Articles – (10X average Pageviews) •Top 50 Influencers •Top 10 Blog Sites •Terms You Need To Know •Myths…Busted •10 Predictions for… •What is…? •The First Step to Success in… •How To Get Ahead With… © 2011 SAP AG. All rights reserved. 10
  • 11. Visit. Share. Contribute. Explore: Come check out the new pages, view the content, comment on an article or sign up for daily updates. Blogs.sap.com/innovation Contribute: We need bloggers to cover our innovation topics. Don’t think you can write? No problem. All you need is the willingness to share your passion and expertise and we can guide you! Contact me if interested. Share the new site or relevant content with your colleagues and connections through your social networks • Example Tweet: Learn how your business can grow and compete through Business Innovations: http://bit.ly/yhcwLe #Cloud #Mobile #BigData #Analytics © 2011 SAP AG. All rights reserved. 11
  • 12. Now Is The Time To Build Your Personal Brand
  • 13. I Think I Know What You’re Thinking? The top reasons people give for not working out, not eating right, or not building a personal brand: 1. I’m too old 2. I don’t have the time 3. It’s not important (I don’t see the value) 4. I don’t know how 5. I don’t have anything interesting to say © 2011 SAP AG. All rights reserved. 13
  • 14. Edelman Trust Barometer – Time for Brand You! © 2011 SAP AG. All rights reserved. 14
  • 15. Why Should I Be Active In Social? 1. “Brand Me” 2. Speak to 1 person 3. Therapy 4. The journey What is personal branding?” Those characteristics that make you unique and how you communicate that to the world. The objective of personal branding is professional success and is directly linked to the success of the company we serve. ~ Dan Schawbel © 2011 SAP AG. All rights reserved. 15
  • 16. The myth of business vs. personal profile We are officially beyond the days where you can have a distinct “personal” and “corporate” profile. You must decide who you are and bleed it. From all accounts! ~ Lisa Barone Co-Founder, Outspoken Media © 2011 SAP AG. All rights reserved. 16
  • 17. Where to blog? Business Innovation, Forbes, SCN Business Trends http://blogs.sap.com/innovation/ http://blogs.forbes.com/sap/ http://scn.sap.com/community/business-trends Learn how to “run like never before” with Connecting SAP thought leadership Where IT strategy and business value meet . the latest News, Blogs and Featured to the world’s top business people This community space includes expert opinion content on the hottest Business on Forbes. The content focuses on and insight from knowledgeable SAP insiders innovation topics such as cloud the latest issues impacting business that will open doors, connect dots and inspire computing, big data, mobile, real-time innovation . discussion around emerging business trends analytics, sustainability, financial management, human resources, sales and marketing and more. © 2011 SAP AG. All rights reserved. 17
  • 18. The Personal Brand Continuum Manage By Walking Around: The original goal B2B Marketing Insider is dedicated to Timo Elliott is a 20-year veteran of SAP His of this blog was to provide information about sharing marketing tips that drive real results popular Business Analytics blog tracks performance management – the inspiration for like sales, leads, and higher customer innovation in analytics and social media, the title of this blog, Manage By Walking loyalty, focusing on topics such as lead including topics such as augmented Around, can be found in my inaugural generation, search marketing, online media, corporate reality, collaborative decision- post. I’ve shared my own management and social strategies. making, and social network analysis. guidelines and suggested some tips for new managers. “Write about what you know” ~ Mark Twain © 2011 SAP AG. All rights reserved. 18
  • 19. Tips For Personal Branding Success • Define audience and set objectives • Why are you talking? • Who are you talking to? • What’s in it for them / you? • Build it in to every day • Scan, filter, read, connect, write, respond • Social media success = minutes per day • Have a goal: 2 blogs per week Tues / Thursday • Build relationships of mutual benefit • Social “gifts:” Retweet me, I might ReTweet you! • The new content rules • If it isn’t a keyword, no one cares • Titles matter • Bullets help • Tell stories: Hero, a quest, a journey, an obstacle and a resolution © 2011 SAP AG. All rights reserved. 19
  • 20. You Don’t Even have To Think! – 150 Articles Waiting To Be Summarized © 2011 SAP AG. All rights reserved. 20
  • 21. How To Incorporate Campaigns
  • 22. Recent Campaign Posts © 2011 SAP AG. All rights reserved. 22
  • 23. Tips To Incorporating Campaigns 1. If the primary purpose is to promote SAP, we don’t run it 2. Keywords = Customers Topics • Google Trends 3. G2G: You have to “give-to-get” 4. Think multi-channel, multi-format • Slideshare to Blog to Tweet • Infographic to Slideshare to Blog to FB like • Webinar to Slideshare to Blog to Tweet to FB like to Google Plus +1 © 2011 SAP AG. All rights reserved. 23
  • 24. Can’t Wait To See [Your Name] Here! © 2011 SAP AG. All rights reserved. 24