The End Of Social [Everything]? Think a means, not an end

Ted Sapountzis, Vice President Social Media Audience Marketing

@sapountzis

© 2011 SAP AG. All rights reserved. 2

Who Is SAP?

170K customers across 25 industries and 120 countries

2.5M members in the SAP Community Network

© 2011 SAP AG. All rights reserved. 3

SAP’s Social Journey What have we learned?

2 Top down and bottom-up

1 Business first, then social

4 Think big, start small, fail fast

3 Carrots, not sticks

© 2011 SAP AG. All rights reserved. 4

Know My Needs

Let Me Find My Own Way

Earn My Trust

Keep Me Informed

Delight Me

Think Business First Understand your audience 1

© 2011 SAP AG. All rights reserved. 5

1 Focus On Their Needs Embed into your core processes

s

Discover

Explore Evaluate

fit

Governance

Enable the social experience

s

Discover

Explore Evaluate

fit

Analytics

Communities

Content

Listening

Influencers

Risk Management

Employee competency

© 2011 SAP AG. All rights reserved. 6

Drive Top-Down And Bottom-Up 2

+

1Source: The Career Path Of The Corporate Social Strategist, Altimeter Group, 2010

>70% of companies cannot rely on formal org1

© 2011 SAP AG. All rights reserved. 7

Think Carrots, Not Sticks

Or?

3

© 2011 SAP AG. All rights reserved. 8

Think Big, Start Small, Fail Fast 4

Existing vs.

new

customer

Customer

segment

(Large vs.

SMB)

Focus

industries

Focus

geographies

Line-of-

Business

?

Thank You!

Ted Sapountzis

Vice President, Social Media Audience Marketing, SAP AG

@sapountzis