PremiosSM #45 - SAP LATINOAMÉRICA - Estrategia de Content Marketing

SAP Latin America, October 2013

Social Media & Content Marketing Strategy

© 2013 SAP AG. All rights reserved. 2Internal

@Adriel_S

Starting Point - 2012

• < 10K followers

• 10 – 15 accounts, only 2 regularly updated

• No content strategy

• No centralized governance

• No clear strategy on community management

• Understanding of Social Media as another push channel

• Lack of awareness of potential benefits of Social Media


Social media

GrowthCreate, launch and maintain social media channels. Achieve a critical mass.

EngagementRelevant and engaging content to position SAP as a thought leader and foster the conversation

EvolutionListen, analyze, and adapt based on community feedback.

Our StrategyA

lign O

bje

ctiv

es

Marketing

Discoverhow can SAP help you do what you do, better.

Explorehow SAP solutions can help solve your business problems.

Evaluatewhether SAP is the right fit to help your business run better.


Content Strategy & Advocacy Orchestrate the conversation Registration / gating strategy Training, education, enablement

Content Monitoring & Insights Sentiment analysis How’s content being consumed? Inform content development

Social Media Marketing Agency management Internal communities (SAP Community Network) External communities social places where

customers “hang out”

Shift from helping thefield sell to helping people buy

Content Marketing at the core


“Think like a publisher, not like a marketer”

– David Meerman Scott, Best-Selling Author & Speaker

ContentDoes not include a specific promotion, offer, call to action, or registration requirement

65% SAP; 35% non-SAP

Theme of the week

Timely & Relevant

Engaging, Interactive

Videos, Infographics

OffersIncludes a specific call to action.

Highly valuable 3rd Party Offers

Large Events (SAPPHIRE, SAP Forum)

Highly strategic events / webinars

90%

10%

What Content?


Month Week Primary topic Secondary topics Comments27 Aug-2 SEPT Customer Experience: Main topic of the week is around how

we help companies deliver the best customer experience in an era in which customers are empowered and connected like never before. The proliferation of new digital channels and big data are creating unique challenges and opportunities to deliver on your brand promise.

• CRM and Social CRM: Know the difference. • Customer Engagement: Make every interaction count 80% percent of companies rate customer experience as a top strategic objective. Whether your customers use the web, call center, or social media channels to interact with you, you need to deliver a seamless, consistent experience across all channels. •Customer Insights: Drawing valuable insights from internal and external data helps everyone in the marketing chain to make more effective and intelligent decisions.• Quotation of the Day (2, related to "customer experience")• Think Again campaign messages (5, related to "customer experience")• EVENTS:o SAP Forum Guatemala (Aug 28 and 29) Onsite tweeting coverage; pre-event promotion in Facebook and Twittero Onsite coverage of Don Peppers tour “Customer Experience” (BsAs: Aug 29 and Sao Paulo: Aug 30)o SAP Mobile Forum Brazil: amplification of content in Brazilian channels

• Link to customer videos (Spanish, in playlist Nuestros Clientes)• Link to Mobile event videos from Brazilian channels (strong focus on Brazilian channels amplifying the event’s content, including photo album)• Link to video Customer Experience in Spanish and Portuguese• Links to blog posts and to third patry relevant content

3-9 SEPT Fast time to value: SAP enables customers to accelerate their business with a complete set of options, from mobile solutions, to in-memory analytics, to Rapid Deployment solutions.

• RDS: easy to deploy and integrated solutions that include preconfigured software, implementation services, content, and end-user enablement. Quickly address specific business needs in any industry or line of business for companies of all sizes.• Mobile: business anytime, anywhere• In-Memory analytics: big data, mobile analytics• Think Again campaign messages (5, related to velocity, big data, mobile, analytics)• Quotation of the Day (2, related to "velocity")• New Sections: Opportunities, Good Idea, Daily Tips, etc. (3, related to primary topic)• EVENTSo Don Peppers tour Customer Experience in México (Aug 6). Onsite coverage via Twitter, with engagement of local team, agency to retweet. o SAP Services Forum Mexico (Sept 12) promotion via Twitter (@SAPMexicoyCA starts Sept 3, and during this week we position RDS as main topic) Friday 7, we geotarget to Mexican followers in Facebook invitation to this event. o SAP Forum Santo Domingo (DR), we begin promoting the event this week, Facebook posts geo-targeting Dominican and Puerto Rican followers (2 or 3) and tweets in @SAPLatinAmerica (link to microsite)

• Link to customer videos (Spanish, in playlist Nuestros Clientes)• Link to video (Spanish): Soluciones de Implementación rápida (RDS) • Link to video (Spanish) Analíticas Móviles, decisiones inteligentes• Link to video (Spanish) interview with Mark Crofton about mobile• Link to video (Portuguese) O que significa RDS para minha empresa• Links to blog posts and to third patry relevant content

10-16 SEPT

17-23 SEPT

24-30 SEPT

SEPTEMBER

Month Week Primary Topic Secondary Topic Comments

Planning Content was key

Our content calendar provides guidance for the development of posts and aligns teams to find the right information to share in social channels


Defined a Social Ecosystem

• Chose channels that our audience uses for business purposes

• Established an SEO strategy to support our web site ranking using the signals from social media channels

• Blogging was key for our content strategy

• Recruited Social Media Ambassadors to share content, extend reach and create original content

• Created engaging content and adapted for each channel


Great content generated great interactions

1 Replies

10 ReTweets

10,464 Reach

4 Favorites

35 Likes

11 Comments 14 Shares

2,279 people saw post

110 Likes 17 Shares

81 Clicks

3 Retweets

22,652 Reach

1 Favorite

10 ReTweets

https://twitter.com/SAPMexicoyCA/status/378216461183225856


To achieve interactions we built interactive experiences

Total Visits: 9,559 - Unique Visitors: 6,639 (1,44 visits per user)Total Engagements: 4,059 (42,46% of the visits)Avg. Visit Duration: 00:01:26Total users that interact: 879 (13% of total unique visitors).

• Total Visits: 1,618• Total interactions: 857 (54% of visitors)• Avg. visit duration: 04:03 min


Facebook Pages

Twitter Accounts

Engagement

Audience

Candidate for Best Practice

Increase Audience Is audience for your topic

maxed out?

Increase Engagement

How actively is account being managed?

Watch List!30 day improvement /

action plan or account is closed

Established Governance and enforced policies


The Results - 2013

• > 150K followers across a defined set of official channels

• 17% interaction / engagement rate.

• Explosive growth compared to competitors in region

• 190K visits to SAP Innovation Blog. 10% of visitors share content.

• > 3K registrations to events and demand generation campaigns

• Opportunities > $300K identified

• Exporter of best practices to the rest of SAP: SAP Latinoamerica ranks* 3rd among all SAP Facebook accounts (77). SAP Brasil ranks 5th. @SAPlatinamerica ranks 6th among all SAP Twitter Accounts (202)

*Rank is calculated based on audience size, engagement and growth

Technology

PremiosSM #45 - SAP LATINOAMÉRICA - Estrategia de Content Marketing