Social Media Analytics: Lessons from SAP

Ted Sapountzis, Vice President Social Media Audience Marketing

@sapountzis

© 2011 SAP AG. All rights reserved. 2

Who Is SAP?

>190K customers across 25 industries and 120 countries

>2M members in the SAP Community Network

© 2011 SAP AG. All rights reserved. 3

Measuring Success In Social Media What have we learned?

2 Less is more

1 Differentiate consistently

3 Start slowly

© 2011 SAP AG. All rights reserved. 4

Differentiate Consistently Three key dimensions to keep in mind

Reach

Take Action

Engage

Advocate & Share

Cate

go

ry

1

Use Case

Channel

Leads

Repeat

visitors

Comments

© 2011 SAP AG. All rights reserved. 5

Less Is More Resist analysis-paralysis

Vs.

2

© 2011 SAP AG. All rights reserved. 6

CMO Dashboard Two key social (aka Pull Marketing) KPIs 2

© 2011 SAP AG. All rights reserved. 7

Start Slowly Three things to keep in mind

Think use cases, not tools

Fail fast, fail forward

One size does not fit all

3

1 Differentiate consistently

Less is more 2

Start slowly 3

Thank You!

Ted Sapountzis

Vice President

Social Media Audience Marketing

@sapountzis