How To Build A Social Media Policy by SAP

How To Build Your Social Media PolicySet Your Workforce On The Best PathSMMS – Las Vegas, Feb 2013

Todd Wilms – Sr. Director, Social Media

Twitter: @toddmwilms

Blog: www.toddwilms.com

Forbes Blog: Forbes.com (search Todd Wilms)

http://www.twitter.com/toddmwilms

SAP Today

4M Fans

16.5M Video Views

1.5BImpressions

6.2MClicks

700K“SAP” Mentions

SAP Community and Social Media Performance

“SAP has quietly built a B2B social media juggernaut...” –Drew Neisser, Fast Company

“SAP is a community superstar and one of the highest-scoring brands ...” – Comblu, State of Online Branded Communities, Nov 2012

#SMSsummit @toddmwilms

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SAP: Story of Growth

2003 2005 2009 2012

Launch Community:

SAP Developer Network

1M Forum Posts

2007

1M Members

Rebrand: SCN

3M Members

First Policy Established

Core Team Established

Self-Regulated Presence

“Handle” explosion

Regulation and Clean-up


Agenda:1. Know what to do2. . . . Then do it

3. When it doesn’t work

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Know What To Do: Culture

Know Your Culture:

Are We Talkers, Or Listeners?

Are We Shy, Or Bombastic?

Are We About Finding Fault, Or Finding Solutions?

Are We Centrally Controlled, or Diverse?


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Know What To Do: Business Objectives

Where are you today?

Where are you going tomorrow? Operations

Sales and Marketing

Service and Support


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Are you spending time getting your brand on Second Life?


notes

How about Friendster?


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Know What To Do: Set Expectations

Create A Sandbox For Your Employees

Acceptable

Unacceptable

Bu

sin

ess

Ob

ject

ives

Co

nflict W

ith B

usin

ess

Personable Approachable Branded

Rude Combative Individual Brand

K

now

ledg

eabl

y A

ddre

ss is

sues

B

uild

Aw

aren

ess

of

Pro

duct

s

S

peak Above Y

our Level

B

ash Com

petitors

Tone

Val

ue


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Then Do It: Stakeholders and Communications

Who Gets Consulted

Communications:

Centrally, Visibly Located

Shareable

Public or Private (Hint: Encourage Public)

Where To Go For Help/Escalate


Agenda:1. Know what to do2. . . . Then do it

3. When it doesn’t work

“To err is human . . .

To really ‘f-up’ takes a corporation.”

- Anonymous

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No jokes – Just real life

The Un-apologyIf a tweet falls in the woods …

This move is “out of fashion”

One of the world’s largest oil companies (this time not BP), didn’t see the need for a Twitter account – so Greenpeace created one for them.

For 6 weeks they broadcast to the world how this company was destroying the planet from the “companies own” twitter handle.

“There's no one who wants this over more than I do. I would like my life back” – BP’s Tony Hayward

During violent protests in Egypt early in the year, fashion designer Kenneth Cole personally tweeted . . .

"Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is available online."

Friends don’t let friends drink and tweet . . .

“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive,” the official Chrysler Twitter account tweeted in March. Oops! An employee of the company's social-media agency had got confused about which account he was logged into and while drinking one Friday night …


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FedEx – Which is more fun to watch?


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Impact of FedEx Response:FedEx Stock Price: Nov 2011 – Mar 2012

Dec 19th: Video hits YouTube

Dec 21: Formal YouTube Apology

Coverage slows to a

crawl


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Rules for Crisis Social Communications

Tone

1. Be Humbled

2. Be Real

3. Be Honest

4. Be Direct/Smart

Direction

5. Take Action

6. Learn from Mistakes

7. Steps to Ensure . . .

8. Where to go for . . .


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Air Force Web Posting Response Assessment

LET POST STANDNo response

DiscoverBlog or Twitter PostHas someone discovered a blog post about SAP? Is it a positive post?

Evaluate“TROLLS”Is this site dedicated to bashing & degrading others?

“RAGER”Is this post a rant, rage, joke, ridicule or satirical?

“MISGUIDED”Are there erroneous facts in the post?

“UNHAPPY CUSTOMER”Is the post a result of a negative experience from stakeholder(s)

CONCURA factual well cited response, which may agree or disagree w/post, yet is not negative

SHARE SUCCESSProactively share your story & mission w/blog

NN MONITOR ONLYAvoid responding / monitor for relevant info

FIX THE FACTSRespond w/factual info directly(see blog response considerations below)

RESTORATIONRectify the situation, respond and act upon a reasonable solution.See blog response considerations below.

FINAL EVALUATIONBase response on present circumstances, influence and prominence. Will you respond?

TRANSPARENCYDisclose your SAP Affiliation

SOURCINGCite your sources by including links, video, images, other references

TIMELINESSTake time to create a good response – 24 hours maximum

INFLUENCEFocus on the most influential blogs related to SAP

TONERespond in a tone that reflects highly on SAP

Respond

Considerations

LET POST STANDNo response

NN

NN

NN

NN

NN

NN

YY

YY

YY

YY

YY

YY

YYYY

YY

Proactive1. Listen2. Understand Social Influence3. Build Communities4. Humanize Your Brand

“A best defense is a great offense.”

- Carl Von Clausewitz

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Listen

“Take the megaphone away from your mouth; put it to your ear”-SAP CMO Jonathan Becher


Understand Social Influence


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Build Communities

A little levity in the presentation


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Humanize Your Brand


Our customers produce more than

72% of the world’s beer.


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70% of the world’s chocolate.


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86% of the world’s athletic footwear.



60% of the world’s toys and games

63% of the world’s transaction revenue touches a SAP system.


Twitter: @toddmwilms

Blog: www.toddwilms.com

Forbes Blog: Forbes.com (search Todd Wilms)

http://www.twitter.com/toddmwilms

Thank You

How To Build A Social Media Policy by SAP

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Transcript of How To Build A Social Media Policy by SAP