Social Media Analytics:Lessons from B2B

Ted Sapountzis, Vice President Social Media Audience Marketing@sapountzis

People to People

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Who Is SAP?

170K customers across 25 industries and 120 countries

2.5M members in the SAP Community Network

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Measuring Success In Social MediaWhat have we learned?

2Don’t try to outsmart yourself

1Differentiate, but be consistent

3Invest wisely

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Differentiate, But Be ConsistentThree key dimensions to keep in mind

Reach

Take Action

Engage

Advocate & Share

Stage

1

Awareness

Demand

Gen…

Use Case

…

Channel

Sentiment

Repeat visitors

Comments

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Don’t Try To Outsmart YourselfLess is more

Vs.

2

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Invest WiselyFour things to keep in mind

Think use cases, not tools

Don’t be afraid to experiment

OK to outsource, but build plan to in-source

Pick partners wisely, one size does not fit all

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