Social Media 4 ROIA Case in Proof:

MyVenturepad.com

Developing and Managing a Social Media Site for Small and Midsized Business

Best Practices in Social Media Marketing: Business Outcomes, Success we can Measure!

1. Awareness and Buzz including mentions in Mainstream

Press

2. Featured questions on LinkedIn to generate on the order

of 20% of our net new prospects

3. Over 100 influencers on board including reach to

hundreds of thousands of followers on twitter

4. Filling the sales pipeline to the tune of hundreds of

thousands of dollars.

5. Noted by leading thinktanks as a “Best Practices” for

marketing to small and midsized business

Who Where is your “customer”?

Traditional marketing tools (sap.com, newsletters, …) = one-way push, limited reach

Social Media Can Help

Where potential target companies / customers are…

associations

Peers

Chamber of commerce

partners

Sap.com

Where Who are your influencers? Identify, Engage, Leverage, Measure.

Clas

sifica

tion

of In

flue

nc

ers

Research & Thought Leadership: ‘Swath’ Influencers: Web 2.0:

Case studies, research, high magnitude, C-suite, Compliance

Market segment-specific MVP bloggers, social networks, feeds

Co

mm

un

ity of In

terest

Accountants, Attorneys, SME

business professional

advisors

VC and Private Equity

Women Executives,

Women Managed

Entrepreneurs, Regions

Domain-specific, CRM, BI, ERP

Social Networks, SaaS

Accounting:

■ xxx

Legal / Compliance

■ xxx

■ Xxx

■ xxx

Business Analytics

■ xxx

VC:

■ Xxx

■ Xxx

■ Xxx

PE

■ xxx

Women:

■ Xxx

■ xxx

■ xxx

China

■ xxx

YEO:

■ Xxx

■ Xxx

■ Xxx

■ Xxx

■ xxx

Regions:

■ Xxx

■ xxx

CRM

■ Xxx

■ xxx

BNT4SME

■ Xxx

■ xxx

Business Analytics

■ xxx

ERP

■ xxx

Social Networks

■ MyVenturepad

■ LinkedIn

■ Facebook

■ Twitter

■ YouTube

SaaS

■ Xxx

■ Xxx

■ xxx

Objectives for the SME Community: Address the Pain of Small and Mid-sized business

Objectives for SAP:

Increase SAP brand awareness in the SME market

Aggregate bloggers and influencers of interest to small business

Establish SAP as a trusted advisor to small business

Create and drive lead generation for SME sales

MyVenturepad is BIG News for emerging growth companies!

MyVenturepad is a moderated online growth business community for 2000+ owners and managers of small and midsized companies, and for the professionals who advise them. Its produced by SocialMediaToday, the leading bloggers/thinkers on Social Media and Web 2.0, and sponsored by SAP.

It’s a great place to find answers and insights to help you manage and grow your business. By registering for the site, you’ll be able to connect with some of the world’s best bloggers and influencers of growth companies. MyVenturepad’s sub-communities drive topics such as Deal Makers, Finance, Green Business, Managing People and Leadership, which will help you focus on what’s most important to you. Join the conversation!

http://www.myventurepad.com

MyVenturepad:Letting the Conversation take shape

MyVenturePad (MVP) Promotional Assets

BANNER AD: Promotion for SAPHard Offer: “Fast Start for SAP All-In-One”

BADGE Promotion: Economic Stimulus package “eBOOK”

BLOGS: Blogger Outreach, Achieving hundreds of views, featuring 100 influencers, includes a few SAP spokespeople.

MyVenturepad Growth and Milestones:2000+ members

24 ms: 11/0924 ms: 11/09

# o

f c

om

mu

nit

y m

em

be

rs (

SM

Es

)

Time

12 ms: 12/0812 ms: 12/08

18 ms: 06/0918 ms: 06/09

Phase 1: IntroMVP Membership:■ 500 by April, 2008

Seismic Event:■ Key influencers added:

Seth Godin, Jeff Cornwall, Guy Kawasaki etc.

■ Produced “Social Media to Grow your Business” Webinar with Seth Godin.

Phase 1: IntroMVP Membership:■ 500 by April, 2008

Seismic Event:■ Key influencers added:

Seth Godin, Jeff Cornwall, Guy Kawasaki etc.

■ Produced “Social Media to Grow your Business” Webinar with Seth Godin.

Phase 3: Leverage & Demand Gen

MVP Membership:■ 2001 SMEs by June 24, 2009

Seismic Event(s) ■ eBOOK: “What the Economic

Stimulus package means for Growing Business” SAP, MVP and SCORE.org drove 250 leads -> SME Funnel

■ sap.com 500 more leads■ Over 10’000 uniques per

month consistently

Phase 3: Leverage & Demand Gen

MVP Membership:■ 2001 SMEs by June 24, 2009

Seismic Event(s) ■ eBOOK: “What the Economic

Stimulus package means for Growing Business” SAP, MVP and SCORE.org drove 250 leads -> SME Funnel

■ sap.com 500 more leads■ Over 10’000 uniques per

month consistently

Phase 4: Global

MVP membership:■ 3500+ January 1,

2010 ~

Seismic Event (s)■ ByDesign GTM■ China Language■ Spanish language■ Region-specific

(BRIC)

Phase 4: Global

MVP membership:■ 3500+ January 1,

2010 ~

Seismic Event (s)■ ByDesign GTM■ China Language■ Spanish language■ Region-specific

(BRIC)

10

00

15

00

20

00

50

0

6 ms Apr 086 ms Apr 08

Phase 2: Demand Gen

MVP Membership:■ 1200 by December 30,

2008

Seismic Event(s) ■ “Weathering the

Economy” paper and webinar series.

■ 972 leads for total event■ 200 new leads for SME

funnel through MVP

Phase 2: Demand Gen

MVP Membership:■ 1200 by December 30,

2008

Seismic Event(s) ■ “Weathering the

Economy” paper and webinar series.

■ 972 leads for total event■ 200 new leads for SME

funnel through MVP

Nov07Nov07

Blogger Outreach through SAP and MyVenturepad bloggers

We’ve initiated “Blogger outreach” to SAP bloggers and MyVenturepad bloggers to get their followers to join up and participate in the webinar.

We’ve initiated “Blogger outreach” to SAP bloggers and MyVenturepad bloggers to get their followers to join up and participate in the webinar.

They place this badge and other assets on their websites, and blog & tweet about us, and more

They place this badge and other assets on their websites, and blog & tweet about us, and more

Other Channels We’ve Leveraged Include:LinkedIn: The Featured Question, The Poll...

…

Twitter channel. “How the Influence Flies”Our message Influencers Customers

Social Media TodaySocial Media Today

twitter API

SAP TeamSAP Team

@PGreenbe: SAP took some business leadership, rather than following the easier path of technology sales, during the current crisis

@GuyKawasaki: SAP and MyVenturepad

“The Stimulus” What it means for your

business. http://Bit.ly/kpqpwl

SAP Partners & SAP Partners & CustomersCustomers

Influencer Influencer EngagementEngagement

ModelsModels

How to Build and Engage a Community of SME Influencers

Engage influencers in Creative and Meaningful ways

Promote active engagement, enabling SMEs and growth companies to solve critical business issues

Listen, observe without actually inserting ourselves into the conversation

Tweaking It: Social Network Fine-Tuning Builds Participation, Leads and Buzz

© SAP 2007 / Page 13

• While SAP/SMT team tracked comments and the subsequent interaction, we found too much competition in the broad market.

• A subset of the most popular influencers were those who targeted a slightly different segment of the small business market – a segment more appropriate to SAP’s goals

• That subtle shift among the posters, readers and community members prompted the team to quickly re-engineer the site and tweak MVP to better serve that audience and create passion and affiliation

“In the current market, where broad-based media is eroding rapidly, creating, developing and defending niche content will win the day.” – Andrew Heyward

Leveraging MVP as a Platform for Lead Generation and Brand Building: …Changing the Way We Do Volume Marketing

Social Media Can Help

• Build awareness via word-of-mouth• Engagement by conversation• Drive higher volume via broader reach• Enable fast monitoring & feedback

Hypothesis Experiments

Jun ~ Jul 2009

Sep ~ Nov 2008

Disclaimer: Still early & evolving, still learning, limited experi., mostly campaign focused…

Measuring the Results:“Weathering the Economy” Forum

10 thought leaders(economists, experts, SAP

customers)

What We Did:

1,000+ registrationsPlus: •online responses•webinar attendees•marketing leads•prospects•new contacts•existing prospects3 live webinars

(Sep 25th, Oct 22nd, Nov 20th)

2 online forums(myventurepad.com,

LinkedIn.com)

WTE Forum Campaign

Generated Media Interest:

…

Discussion Forums, Blogging, social networking, Twitter, etc.

CTO, PolyGlass

CEO, Social Media Today

Director, Professor, PSU

CEO, Jana Matthews Group

Buzz and Awareness By “Word-of-Mouth”

6,000 followers150,000 followers

2,200 followers

Ross Dawson Blog

Marketing Interactions BlogSmall Biz Survival Blog

MVP blogger outreachBroadcasted by 10 bloggers

Picked up by major press

Twitted by SAP4SMETwitted by Guy Kawasaki

Re-twitted by 15 Twitters

109 Registrations +press coverage

99 Registrations

Engagement By 2-Way Conversations

4 LinkedIn Featured Questions 1,500+ responses / comments

LinkedIn Discussions Comments from 20+ LinkedIn Groups

50+ Registrations

90+ Registrations

MyVenturepad’s KPIs: Double Digit Growth, Cost per Lead, Filling pipeline

Milestone Description

Registered Membership

2300 + small and mid-sized companies as registered members

SeptemberVisitors -

15,500 unique visitors via 119 sources and mediums (linked-to’s via)... twitter, facebook, etc.

Page Views: 209’740 Page Views, 30% returning visitors

Average time September 2009: 3min 23 seconds

Countries Top Visitors are US, UK, Canada, DE, India, Australia, CI, Ire, Phil, Sing.

“Influentials” (Bloggers): 100 total

#Blogs and Comments...

Roughly 35 posts per day on average. 1.5 comments per day.

Sales Qualified Leads

327

Pipeline Revenue

$ hundreds of 1000’s from social media for the campaign

Double Digit growth per month!Double Digit growth per month!

Thank you.

Margot.Heiligman@sap.com @sap4sme @mheiligman

Robin@socialmediatoday.com @socialmedia2day