Content kit

Using Social Media to support Sales and Increase Demand

2012 SAP Social Media Partner Program

Social Media Content Kit

© 2012 SAP AG. All rights reserved. 2

Contents: Using Social Media to support Sales and Increase Demand

i. Welcome & Introduction to your Social Media content kit

ii. What obstacles stand in the way of sales to

small and medium-sized enterprises (SMEs)?

iii. What are the facts in regard to SAP working with SMEs?

iv. How can I get the message to prospective customers?

v. Social Media Mythbusting Content Kit : Topic Structure

vi. Blog Ideas / Example Blogs

vii. Tweets / LinkedIn posts

viii. Best practice

ix. Escalation process / dealing with negative critique

x. Reference materials / Partner support collateral

xi. Tracking links

xii. Measurement

xiii. Help


Welcome

Welcome to the first content kit of the 2012 Social Media Program.

In this kit you will find social media content with messaging all focused around Why

SAP? And Using Social media to support Sales and increase demand.

Please use the content in this kit on your social media profiles BUT please integrate

your own messaging. It is important that you do this to make it relevant to

your prospects.

To find out how to use this kit please refer to the learning centre section of the portal

to find the accompanying webinar here.

Don’t forget .. please use these tracking links found at the back of this

document in all of your activity in order to be eligible for buzz points.

Please also submit screenshots of any activity from this kit that you carry

out via the email address [email protected]

http://www.sapsocialmedia.eu/learning.php

mailto:[email protected]


Introduction to your Mythbusting Social Media Content Kit

Welcome to your social media tool kit

Increasing Demand from small and medium-sized enterprises (SMEs)

SAP works with more than 88,000 SMEs. In fact, the majority of its customers are SMEs. However, some

businesses still think SAP is only for large enterprise organizations. This presents a big opportunity for SAP

partners. We can increase sales and demand from SMEs by showing them how we’re set up to meet their

needs.

Social media is the perfect channel to spread these positive messages about SAP and engage prospects

that might previously have discounted SAP.

This pack will give you tools and content that you can use to help increase demand from SMEs through

social media. We’ll arm you with the facts about how SAP helps SMEs. You’ll also get content to help you

start conversations in social media. In this pack, you’ll find ready-prepared blogs, tweets and LinkedIn posts

that you can personalize and use in your campaigns.

Through social media, you can show your SMEs prospects that:

You Understand your prospects’ needs

Offer affordable SAP solutions

Sell SAP products that are easy to use

Help your customers achieve a quick return on investment

SAP solutions are not just for big guys

If you have any additional questions

about any of the content in this kit, or

would like any advice, please speak

to Katie Colbourne at dnx :

[email protected]



What stands in the way of sales to SMEs?

There are a couple of misconceptions surrounding SAP solutions within the SME

community. This is what SME prospects may think:

SAP is too big for me

SAP is too slow to implement for SMEs

SAP is too complex for SMEs

SAP is too expensive for SMEs

However, the facts tell a different story…


What are the facts?

The facts tell a different story. SAP has worked with

SMEs for nearly 40 years, which means it knows

what makes them tick and what they need.

FACT – SAP understands SMEs. It has 88,000 SME

customers to prove it.

FACT – SAP is fast to implement. SAP solutions can

be up and running in 12 weeks.*

FACT – SAP solutions can reduce operating costs for

SMEs by 21%**.

FACT – SAP solutions offer a fast time to value. For

an ERP system, this is usually between 2-12 weeks.

*SAP Business All-in-One

**SAP 2011


How can I get the message to prospective customers?

Now that you’re in possession of all the facts, you can spread the

word about SAP in your sales and marketing activities. Social

media is an ideal channel to do this. You can change the

perceptions of SMEs by:

Sharing Mythbusting facts on sites such as Twitter and LinkedIn

Adapting the blogs contained in this kit

Linking to case studies that support these facts with real-life testimonials

You’ll find all the social media tools you need to get started in this

kit. They include:

Pre-written Mythbusting blog posts

Tweets

LinkedIn forum posts

Advice on how to protect your reputation online


Using Social Media to support Sales and Increase Demand

Blog Idea 1:

Why you don’t have to be an enterprise to work

with SAP

Tweet x3 LinkedIn Posts x3

Blog Idea 2:

How spending can be the best way to save

Tweet x3 LinkedIn Posts x3

Blog Idea 3:

The simple route to real business benefits

Tweets x3

LinkedIn Posts x3

Blog Idea 4:

How SMEs can meet their need for speed with

SAP

Tweets x3

LinkedIn Posts x3

Social Media Mythbusting Content Kit : Topic Structure


Blog Idea 1: Why you don’t have to be an enterprise to work with SAP

Myths and misnomers litter the business world. All small businesses are agile, all enterprises are big

corporate entities, sales figures are the most important, customers will always buy the best product. As we

all know, these don’t stand up to scrutiny. Some large businesses are agile, some small businesses aren’t,

cash flow is more important than sales and the best product isn’t always the most popular – just ask fans of

Betamax. Businesspeople can’t afford to make assumptions. That’s why we do our research and base

decisions on facts.

The majority of businesses we work with are small to medium-sized enterprises (SMEs). We help them

automate processes and gain valuable insight into their businesses with SAP software. By doing this, these

businesses take assumptions out of the equation – it means that instead of relying on anecdotal evidence,

they work with the facts. The result is they find it easier to spot opportunities and identify areas to improve.

However, before these businesses start dealing with the facts, they often need to challenge another set of

preconceptions. One we come across frequently is that SAP only works with enterprise organizations. But

this isn’t the case. More than 77% of SAP’s customers are SMEs. That’s about 88,000 businesses. What’s

more, SAP has been working with SMEs for nearly 40 years. As a result, the company understands the

unique challenges they face and the tools they need to grow.

Insert own Partner message / testimonial here

Key points should focus around: enterprise agility, cash flow, automation of processes, gaining

insights.


Suggested Tweets, LinkedIn posts and Imagery

Blog Idea 1: Why you don’t have to be an enterprise to work with SAP

3 x Tweets

Think #sap is for enterprises only? Read our latest blog on why you don't

have to be an enterprise to work with SAP [enter bit.ly url]

Over 70% of SAP’s customer base are SMEs – find out how SAP

understands the unique challenges SMEs face [enter bit.ly url]

Want Enterprise agility? Find out how #sap helps SMEs automate

processes to gain valuable insight into their business [enter bit.ly url]

3 x LinkedIn Posts

Myth: SAP only works with enterprise organizations. Fact: Over 70% of

SAP’s customer base are SMEs. Now more than ever businesses can’t

afford to make assumptions. Do your research and find out why you don't

have to be an enterprise to work with SAP. [enter bit.ly url]

Myths and misnomers litter the business world. All small businesses are

agile, all enterprises are big corporate entities, sales figures are the most

important, customers will always buy the best product. As we all know,

these don’t stand up to scrutiny. Read our latest blog on Why you don’t

have to be an enterprise to realise the benefits of a software solution.

[enter bit.ly url]

POLL: How many SMEs is #sap working with now?

– 88,000

– 77,000

– 30,000

– None


Blog Idea 2: How spending can be the best way to save

Sometimes popular opinion can be misleading. Things you’ve accepted to be true for years can turn out not

to be. And other times, there can be a kernel of truth in these old sayings. A popular piece of received

wisdom is that you have to speculate to accumulate, or, in simple terms, you’ve got to spend money to make

money. Most businesses know that you can’t just throw money at a problem. However, they also recognise

that carefully planned purchases can pay dividends.

We work with many small to medium-sized enterprises (SMEs) and we know how important every financial

decision is to them. That’s why it’s important that we can demonstrate the value of what we do. Most of the

businesses we talk to know SAP software can help them reduce costs. However, some of them have been

under the impression that the software is only available to enterprise organisations with big budgets. These

businesses risk missing out.

We get to break the good news that SAP is an affordable option for SMEs. In fact, SAP has around 88,000

SME customers to prove it. These businesses are not only reducing costs with SAP, they’re also boosting

profitability. In most cases, that translates into a quick return on investment. As a result, we find that most of

the SMEs we talk to conclude that they can’t afford not to deploy SAP software.


Key points should focus around: financials, reducing costs, boosting profitability through software



Blog Idea 2: How spending can be the best way to save

3 x Tweets

Speculate to accumulate. How spending can be the best way to save.

[enter bit.ly url] #sappartners

Find out #SAP software can help SMEs reduce costs and boost

profitability [enter bit.ly url]

'You can’t just throw money at a problem.' Our new blog looks into how

spending can sometimes be the best way to save [enter bit.ly url]

3 x LinkedIn Posts

Most businesses know that you can’t just throw money at a problem.

However, they also recognise that carefully planned purchases can pay

dividends. Read our new blog on how spending can be the best way to

save. [enter bit.ly url]

Sometimes spending can be the best way to save. Our new blog looks at

how #SAP solutions are helping SMEs to reduce costs. What software

solutions are you working with at the moment? [enter bit.ly url]

[POLL] We have just written a new blog post on how spending can

sometimes be the best way to save [enter bit.ly url]. Are you an SME? If

so, have you invested in a software solution yet?

– Yes

– No

– Currently in the process of

– Not considered it


Blog Idea 3: The simple route to real business benefits

Implementing new IT can be a daunting prospect for some businesses. They’re worried that it’ll interrupt

their everyday activities, take time to deploy and that staff will need time to get used to it. Similarly, when we

talk to small to medium-sized enterprises (SMEs) about SAP software, they’re often under the

misapprehension that SAP software is too complex for a business of their size. They know it can help them,

but they’ve always assumed it’s built for large enterprises.

However, this complexity is a myth that vanishes when you start looking at hard facts. The businesses that

we speak to are predominantly SMEs. They’re looking for software that’s easy to run, install and use, and

they want to see real-life examples to prove it. They want to see organisations like theirs that have been

there and done it. Thankfully, for us, SAP has 88,000 SMEs that have been there and done it. You can see

what some of them have achieved here. They’ve got the figures to prove that it doesn’t take long to deploy

the software and see a return on investment.

In the last few years, the number of SMEs implementing SAP software has tripled. That’s partly down to the

fact that it’s easy to use and install, but also because it delivers all the benefits that SMEs are led to believe

are just for the big boys. It’s not usually very long before they’ve automated previously manual processes,

gained greater insight into their business and generated significant cost savings.


Key points should focus around: implementation, deployment time, complexity, cost savings



Blog Idea 3: The simple route to real business benefits

3 x Tweets

Some SMEs find that implementing IT can be daunting - read our latest

blog to see how it can be simple with #sap [enter bit.ly url]

Read our latest blog: How #sap is helping SMEs automate manual

processes without long periods of implementation/set up [enter bit.ly url]

The number of SMEs implementing SAP software has tripled. New blog:

The simple route to real business benefits #sap [enter bit.ly url]

3 x LinkedIn Posts

We hear time and time again that SMEs want software that's easy to run,

install and use. The same as any company. Find out how #sap are

helping SMEs as well as Enterprises in our latest blog post: [enter bit.ly

url]

88,000 SMEs have already deployed #sap software and are seeing a

return on investment. Find out more in our latest blog: [enter bit.ly url]

[POLL] SAP Software solutions deliver all the benefits that SMEs are led

to believe are just for the big boys. More SMEs are discovering this. In

the last few years, the number of SMEs implementing SAP software has

increased by how much?

– Tripled

– Doubled

– Stayed the same

– Don’t know


Blog Idea 4: How SMEs can meet their need for speed with SAP

A bigger business is a better business. It’s a common assumption, but it’s not strictly true. Small to medium-

sized businesses (SMEs) have a number of advantages over their larger counterparts. Their size is often

their strength – it makes them agile. In fact, most SMEs we speak to pride themselves on this. They can

respond faster to changes in the market and take advantage of new insight and opportunities faster than

larger organizations.

To capitalize on their agility, SMEs need systems that play to this strength. Unfortunately, some SMEs get

bogged down by manual processes. They rely on off-the-shelf software that doesn’t quite meet their needs

and depend on spreadsheets for their business intelligence. All these things slow their businesses down and

mean they’re more likely to miss opportunities. In this environment, executives often resort to making

important decisions on a gut feeling rather than the latest data.

That’s why it’s always a surprise to hear an SME wondering if SAP software will slow it down. Maybe the

perception is that SAP software is only for enterprise organizations, but this couldn’t be further from the

truth. It’s another business myth. Rather than slow these businesses down, SAP helps them become more

agile and able to capitalize on opportunities faster.

Insert own Partner message here

Key points should focus around: response times, agility, gut feel vs. fact-based decisions,

enablement through fact-based decisions



Blog Idea 4: How SMEs can meet their need for speed with SAP

3 x Tweets

Are you concerned about response times when choosing software

solutions? SMEs can meet their need for speed too #sap [enter bit.ly url]

Read our latest blog: How SMEs can meet their need for speed with SAP

solutions [enter bit.ly url] #sappartners

Are you relying on off-the-shelf software and starting to worry about

agility? Read our latest blog #sap [enter bit.ly url]

3 x LinkedIn Posts

SMEs pride themselves on being able to respond faster to changes in the

market and take advantage of new insight and opportunities faster than

larger organizations. To capitalize on this agility, SMEs need systems that

play to this strength. Unfortunately, we see some SMEs get bogged down

by manual processes. Are you one off them? [enter bit.ly url]

In today’s business environment, executives often resort to making

important decisions on a gut feeling rather than the latest data. Are you

one off them? [enter bit.ly url]

[POLL] How long does it take to get an SAP solution up and running?

– 2 months

– 12 weeks

– Don’t know

– 3 months


Add your own Partner messaging to these blogs, tweets and LinkedIn posts

Be a person - not a company

Be honest

Listen before you leap

Introduce yourself – not an elevator pitch

Add value – reference case studies and customer testimonials

Ask questions – seek to learn and start conversations

Keep a balance of opinions vs facts

Don’t pick fights

Use social media to enhance not replace

Best practice


Escalation Process / Dealing with Negative Critique


SAP Mythbusting Video English Language http://youtu.be/JrZ1hRw2aC4

SAP Mythbusting Video German Language http://youtu.be/7GrIZjGJ2Fc

Think SAP is too big for you? Think again. http://www.youtube.com/watch?v=auMV421GR_s

Think SAP is too expensive for you? Think again: http://www.youtube.com/watch?v=dWIH0aRrkGo

Think SAP is too complicated for you? Think again: http://www.youtube.com/watch?v=gaRgcgS_3bQ

SAP is right for SMEs http://www.youtube.com/watch?v=tg1MBhjpNV8

Reference Materials / Partner Support Collateral

http://youtu.be/JrZ1hRw2aC4

http://youtu.be/7GrIZjGJ2Fc

http://youtu.be/7GrIZjGJ2Fc

http://www.youtube.com/watch?v=auMV421GR_s



http://www.youtube.com/watch?v=dWIH0aRrkGo

http://www.youtube.com/watch?v=dWIH0aRrkGo

http://www.youtube.com/watch?v=gaRgcgS_3bQ

http://www.youtube.com/watch?v=gaRgcgS_3bQ

http://www.youtube.com/watch?v=tg1MBhjpNV8

http://www.youtube.com/watch?v=tg1MBhjpNV8


• >77% of SAP’s 97,000 customers are SME customers

• 25 new SME customers are added per working day

• 55,000 SME channel customers

• 9,680 partners in SME Ecosystem

• SME is growing 1.5 times faster than the overall SAP business

• SAP SME customer base tripled in the last 3 years

Partner Support Collateral : SME / SAP The Facts

Source:

SAP PERFORMANCE OVERVIEW Q1 2010

Eric Duffaut, EVP & GM, Global SME


SAP Mythbusting Video English Language http://bit.ly/J3ltxL

SAP Mythbusting Video German Language http://bit.ly/IKArXm

Think SAP is too big for you? Think again. http://bit.ly/IyaWuh

Think SAP is too expensive for you? Think again: http://bit.ly/HHJzhm

Think SAP is too complicated for you? Think again: http://bit.ly/HTlW9b

SAP is right for SMEs http://bit.ly/J3my8A

Pre-Populated tracking links

Don’t forget .. please use these tracking links in all of your activity in order to be eligible for buzz points.

Please also submit screenshots of any activity from this kit that

you carry out via the email address [email protected]

http://bit.ly/J3ltxL



http://bit.ly/IKArXm



http://bit.ly/IyaWuh



http://bit.ly/HHJzhm

http://bit.ly/HHJzhm

http://bit.ly/HTlW9b



http://bit.ly/J3my8A

http://bit.ly/J3my8A



Measurement

We recommend the following measurement tools to help you keep

track of your activity:

Google Alerts (keyword monitoring)

Socialmention.com (sentiment)

Tweetfeel.com (feeling toward your brand)

Google Analytics (traffic)

Bit.ly (link tracking)

Monitter / Tweetreach / Twitter search (twitter monitoring)

http://www.sapsocialmedia.eu/social-listening-tools.php

Don’t forget .. please submit screenshots of

any activity from this kit that you carry out via the

email address [email protected]







Help …

Katie Colbourne

Senior Account Manager

dnx

+44 (0) 1483 202 949 | [email protected]

Cheryl Hamer-Liles

Channel Partner Communications Manager

SAP

[email protected]





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