This document discusses social media and provides examples of how SAP uses social media. It defines social media and lists different types. It also shows data on growth of social media platforms like Twitter and YouTube. SAP's social media strategy aims to drive social media into its DNA by actively participating across multiple platforms to engage with customers and influencers. The document provides tips on finding and evaluating influential blogs and bloggers as well as tactics for integrating social media into marketing activities like events and email.

1. Social Media: Twitter & Blogging
Evan Welsh, Director Global Media Relations, SAP
December 15, 2010

2. What is Social Media?
“Social media: …the use of web-based
technologies to transform and broadcast
media monologues into social media
dialogues…and transform people from
content consumers to content producers.”
~ Wikipedia

3. What is Social Media?
Social Media Comes in Many Flavors
o Blogs
o Forums
o Video Sharing Sites
o News Aggregators
o Wikis
o Social Networks
o Micro-Blogging Services
© SAP 2009 / Page 3

4. Social Has Taken Over
Bigger than email… Bigger than search...

5. Social Media Participation
Jan. 2009: 2.5 Million Tweets Sent Per Day
Feb. 2010: 50 Million Tweets Per Day
Jun. 2010: 65 Million Tweets Per Day (750 Tweets per Second)
© SAP 2009 / Page 5

6. Social Media Participation
24 hours of video are uploaded to YouTube every minute
People are watching 2 billion videos per day
© SAP 2009 / Page 6

7. Peer-to-Peer News
3.52% of News Site Visitors Are Referred by Facebook
Only Google, Yahoo and MSN refer more visitors to news sites
© SAP 2009 / Page 7

8. Why Social Media?
Social Media channels and tools offer an incredible
opportunity to build and solidify relationships with key
influencers, monitor issues and expand our audience.
There are countless ways to approach Social Media.
Today we’ll be focusing on using online services as tools, not
toys.
SO WHAT?
The opportunity is too big to ignore.
The competition is actively participating in Social Media.
© SAP 2009 / Page 8

9. Why do People Use/Consume Social Media?
Participation + Inclusion
Many are no longer satisfied to just consume the thoughts and opinions of
professional experts - but want to be involved in the process of discussing and
interacting with the news. Users can create spaces where community springs up
around the news and information being shared.
Customization
New media allows people to customize the information and news that they want to
consume. Using tools like news aggregation they can now choose specific topics
that they wish to follow and control when and how they consume it.
Immediacy
No longer satisfied to wait for tomorrows paper, tonight’s news or next week’s
magazine, people are increasingly seeking out real-time information about issues
and events as they happen.
© SAP 2009 / Page 9

10. Majority of Sites Are Discovered via Search
Engines

11. Social Media and Search Engines
Google returns 15 Web pages when searching for “SAP”
•2 are from Wikipedia.org
•3 are recent blog posts
•2 are recent news articles
•4 are SAP.com
•4 are finance/reference sites
© SAP 2009 / Page 11

12. Strategy: Drive Social Media into our DNA at SAP
Who: Technology
decision makers,
4 major
5 major
groups
buyers and
groups
2M+ members 30K+ influencers
members What: Twitter, Linkedin,
Facebook, Social
20K followers sharing, blogs,
18+ accounts
YouTube, SCN
How: Active listening
and support in all
25K fans,
campaigns
15+ active Results: Driving leads
pages for SAP
40K visits
via blogs
“SAP Community Network…may be the most extensive use to date of social
media by a corporation.”
Richard Adler, Leveraging the Talent-Driven Organization, The Aspen Institute, March 2010

13. Tools for Everyone
Tools need to cut through the noise and discover
the influencers and content that matters to you.
•Make Relevant Content Come to
You
•Find and Follow the Right
Influencers
•Spot Trends (News aggregators,
search techniques)
•Twitter Tools
© SAP 2009 / Page 13

14. Bloggers: New Media
o Bloggers are influential....
o Bloggers are passionate about what they cover
(they want to cover it, haven't fallen into it and are
personally involved. Some used to work in the
industry that they cover)
o Opinionated - this can be a pro/con
o They are not that different than media – more niche
o The lines between traditional media and blogs are
blurring – as reporters blog and bloggers are writing
for traditional outlets

15. Finding the Right Blogs
o Google
o (tip: link to)
o Google blogsearch
o Old fashioned search
o Pagerank/IceRocket/BuzzGain
o Blogrolls of the ones we love
o Look at who we follow on Twitter

16. Qualifying the blogs
o Look at traffic
o Alexa
o Quantcast
o Compete
o Number of followers
o Twitter
o RSS feeds
o On-site followers
o Engagement on site
o Blog Honors

17. Why Blog?
A blog is a great tool with which to express your
opinions, build a community, network with others
and drive traffic to your website.
What is the purpose/focus?
Do I need to start my own blog?
Who are you trying to reach?
What do you hope to accomplish?
Do you have the time?

18. Blogging Tools
WordPress : similar to word processing – this is
your publishing platform.
MarsEdit: add blog topics as they come to mind -
simply start a new post, put in the title and then
close it until you have time to write it.
Scribefire: drag and drop formatted text from
pages you browse, take notes and post to your
blog.

19. Aim for Readability
Make text easy to read online means making it simple to scan.
Keep in mind several things when writing your blog posts:
Write less; get your point across with a minimum of text
Use lists and bullet points frequently
Try to make only one point per paragraph
Use sub-headings
Highlight keywords and phrases
Feature photos or screenshots
Link to resources

20. Learning from the Masters: Bloggers Can be a
Resource
o Influencers tend to be better sources for product and market
research because they are:
o Not as biased and make it a point to see everything from everybody
in the market
o Less expensive – in fact most of the time it costs you less than lunch
o Immediate and can give detailed feedback in hours or days, not
weeks or months
o Very precise and provide the detail and scope needed by giving you
ideas as well as execution and market insights

21. Things to Think About
o Ask your marketing counter-parts what they
are planning
o Ask around to see if any of your executives or
partners are blogging
o SAP has one of the largest and most
engaged social communities online

22. Website Tactics: “Share This” and “Follow Us”
Functionality

23. Social Media Tactics: Email Integration
All emails have options for individuals to share or interact.
1) Share Link – this allows recipients to “share” this message
across social media channels such as Digg, Twitter, Facebook,
etc.
2) Follow Us – this allows recipients to connect with SAP on
Facebook, Twitter and Linkedin.

24. Social Media Tactics: Landing Pages

25. Live Webcast Tweeting
Benefits:
• Reach: Extends the message beyond
the live audience as their followers
begin receiving updates about the
event.
• Message Validation: Ability to see if
the intended message was
communicated effectively based on
the tweets
• Rapid Response: Ability to either
immediately reply to these individuals
online, bring the conversation offline
after the event or direct them to the
first point of contact.
• Engagement: Increase audience
member participation with the content.
• Sales: Identifying individuals that may
be further down the buying process.

26. Drive Attendance and Engagement For SAP Events
Social Media Insights
Rapid Social Media Response
Social Campaigns
4. Social Event Management
• All Webcasts have Social Support
• Strategic Live / Virtual Events:
•SAPPHIRE – “Top Trending” Topic
• Steps:
•Create hashtag (like #SMPlus)
•Share on event site and event emails
•Create content prior to event and share with Top Tweeters
•Seed and share content during events

27. Real-Life Examples

28. Key Takeaways
1. Balanced Approach Between Social and
Traditional Media
2. Content is King
3. Participation is the Fuel of Social Media
4. Information is Shifting from Being a Product
to Becoming a Service
5. It’s about the Relationships
© SAP 2009 / Page 28