Digital, Social & Communities at SAP

CONFIDENTIAL

Marketing Innovation Study Trip – Silicon Valley

February 5, 2013

Digital, Social, and Communities at SAP

Imagine: A better run world

Our Purpose:Help the world run better and improve peoples lives

Our Innovations:Are revolutionizing business and technology

Our Solutions:Enable businessesto run like never before

Our EcosystemWe team up with customers and partners

Our People:We practice what we preach

Our Results:40 years of innovation,and we just got started!

We’re living ina world of change.

1 Billion people engaged in

social networks

More mobile devices

than people

15 Billion connected

devicesby 2013

More data inlast 5 years than entire history of

mankind

Global middle class growing from 2B to 5B

by 2030

Businessand personal

lives have been blurred

Unprecedented empowerment of people

Our Vision Help the world run better and improve people’s lives.

Our MissionMake every customer abest-run business.

Our ValuesTeam work, integrity, accountability, professionalism,and trust lead to success.

By 2015: €20 billion in total revenue, 35% operating margin, 1 billion people

Our innovations are designed for a better run world.

Powered by SAP HANA

MobileAnalytics CloudDatabase & Technology

Applications

Fact:More than 1 billion people are actively engaged in social networks

Implication:Collectively, people have the power to makeor break brands instantly

© 2012 SAP AG. All rights reserved. 8

Social Networking and the Future of Business

"We've made big bet on social at SAP. We infuse social in everything we do, from how we decide what solutions to build, to how we market/sell them, to how we support customers after sale. ... I'd go so far as saying the 'S' in SAP now stands for social.“

- Jonathan Becher, CMO, SAP

“Social networking will revolutionize business interactions, just as the Internet revolutionized retailing more than a decade ago. And the result will be a game-changing surge in innovation and productivity and a big leap forward in job creation and new growth opportunities.”

- Jim Hagemann Snabe, Co-CEO, SAP


What’s Important in 2013 and Beyond?Five Pillars of Marketing Transformation

2. Humanize the SAP Brand

5. Tighten Links to the Business

4. Develop “Pull” Marketing

3. Invest in People

1. Simplify Marketing

Amplify Voice of the Market

Drive Business Impact for SAP


Humanizing the Brand

http://youtu.be/stIU1vuWc3Q

http://youtu.be/stIU1vuWc3Q


of the world’s athletic footwear provided

>86% >70%

of the world’s chocolate production

automobiles manufactured per day

>77,000households use energy more responsibly with Smart Grid solutions

>30 millionpeople work more safely using People Safety solutions

>2 million

>72%

of the world’s beer production

>50%

of the world’s packages couriered

Over 65,000 SAP employees in 130 countries provide . . .

Some SAP “Fast Facts”

Digital, Social, and Communities at SAP


Digital Social Communities


SAP.comOur Flagship Digital Property

•50M+ visitors in 2012

•70 countries

•40 languages

•590,000 online leads to support SAP sales teams


SAP:Communities & Social MediaSAP Community Network & Branded Channels


Established Reach and Engagement

16

2M Fans

16.5M Video Views

1.5BImpressions*

6.2MClicks*

700K“SAP” Mentions*

*2012

SAP Community and Social Media Performance

“SAP has quietly built a B2B social media juggernaut...” –Drew Neisser, Fast Company

“SAP is a community superstar and one of the highest-scoring brands ...” – Comblu, State of Online Branded Communities, Nov 2012


2 millionunique visitors each month

700+community moderators

46%net promoter score (NPS)

400+SCN topic spaces 750

blogs per month

230+countries & territories

12 millionSCN newsletters delivered in 2012

155 millionpage views in 2012

30,000contributors in 2012


SAP Community Events: SAP TechEd“Annual Family Reunion” & Physical Manifestation of Virtual Community


SAP Thought Leaders – New Voices for New Audiences

Over 100 employees who blog for SAP as part of their core

responsibilities.

CIO and CMO consistently

on “Top Social C-

Suite” Lists


NetBase demo

NetBase login: https://insightcomposer.netbase.com/cb/cb2/login.html#Report:EXPANDED/DISPLAY/46607 NetBase login: https://insightcomposer.netbase.com/cb/cb2/login.html#Report:EXPANDED/DISPLAY/46607

https://insightcomposer.netbase.com/cb/cb2/login.html

https://insightcomposer.netbase.com/cb/cb2/login.html


Creating a Social Culture for Employees

Training & Internal

Consulting

Policies & Governance

Tools & Infrastructure

Evangelizing the Vision

Case Study: SAP Business Suite on HANA launch


Social-first marketingSAP Business Suite on HANA product launch

Digital, Social, and Communities leads the way• Social First Traditional Demand Gen Second

Moving from “Channel”…• “What is your Twitter strategy?”

• “Make sure you keep the Social team in the loop!”

… to Leadership• Faster to market

• Quicker response time

• “Social” is embedded in everything


SAP.com SCN ExperienceHana

SAP Bloggers Mentors

InfluencersSEO/PPCSocial

Key Messages

Rich Content


What Did We Leverage?

• Large & mature SCN Community, SAP social media, and SAP.com

channels • Solid HANA social media team

• Blogger Program• Established thought leaders like Vishal Sikka, Mark Yolton and others• Dedicated social strategist and intern• Daily listening report

• Infrastructure – tools and processes• Sprinklr, Alterian

• Audience trust based on years of community engagement


People have always been social. Business is just catching up.

Artist: Elmer Parolini


Thank you!

Gail Moody-ByrdSr. Director, SAP Community NetworkSAP Marketing

http://linkedin.com/in/gailmoodybyrd

[email protected]

@gailmoody

Christopher KimDirector, Strategic ProgramsSAP Marketing

http://linkedin.com/pub/chris-kim/0/4a4/264

[email protected]

@ceekim

Todd WilmsSr. Director, Social Media MarketingSAP Marketing

http://www.forbes.com/search/?q=wilms

http://linkedin.com/in/toddwilms

[email protected]

@toddmwilms

Blog on Forbes.com

http://linkedin.com/in/gailmoodybyrd

mailto:[email protected]

http://linkedin.com/pub/chris-kim/0/4a4/264





Discussion