Operationalizing Social Media:How to successfully replicate social media practices around the globe

Todd Wilms

Sr Director, Social Media Audience Marketing

Email in 72 hours:

Toddwilms.com

Twitter: @toddmwilms

Personal Blog: www.Forbes.blogs.com/sap/todd-wilms

of the world’s athletic footwear provided

>86% >70%

of the world’s chocolate production

automobiles manufactured per day

>77,000households use energy more responsibly with Smart Grid solutions

>30 millionpeople work more safely using People Safety solutions

>2 million

>72%

of the world’s beer production

>50%

of the world’s packages couriered

Over 54,000 employees in 128 countries provide . . .

SAP Customer Facts…

• 83,000 fans

• 250k page views in 2011

• 110% increase YoY in fans

• 11,500 followers

• 600% increase YoY in fans

• 36,000 video views in 2011

• 70,000 followers

• 178,000 page views in 2011

SAP Community Network:2.5M members

20k new per month4,000 new blog posts per day

The Social DNA of SAP

5

SAP’s challenge

@socialb2p

Making 47 products and 28 industries in 128 countries successful in the social media world.

6

Step 1: Review your social history

@socialb2p

7

Develop THE framework your programs1. Know yourself,

2. Develop the right goals and objectives,

3. Find your audience (aka social listening),

4. Set the right metrics and set them early,

5. Think “long term” for social,

6. Sell Up and Down into the organization, and

7. Know that “social is not the answer to every question.”

Step 2: Develop replicable best practices

@socialb2p

8

Step 3: Tweak/launch pilots

@socialb2p

9

Step 4: Replicate process everywhere

@so

cial

b2p

10

Results

Metrics1576 Twitter followers

7,500 monthly page views

Brand stats (slide 4)

Anecdotal• Interviews with

NYT, WSJ, BusinessWeek, Forbes, CFO, etc.

• “You are the ‘video guys’”

• Lunch and Learn network

• Personal requests

Repeatable• Blogging Playbook

• Listening Playbook

• Content Playbook

• Two new Pilots

@socialb2p