Published on February 24, 2014
Ready to become a Social Business? Practical experiences @ SAP Schalk Viljoen SAP, Cloud Social Media @SchalkViljoen @SAPCloud @SMWCPH
WE LIVE IN A WORLD OF DIGITAL IMMERSION Social Rich Content Mobility Apps
SOURCE: DOMO, INC. EVERY MINUTE OF EVERYDAY 48 hrs 3,125 $272,070 of YouTube uploads Flickr photos Consumers spend 217 3,600 100,000 new mobile web users Instagram photos Twitter tweets 347 204,167,667 47,000 Wordpress blog posts Email messages Apple app download 571 2,000,000 34,722 new websites Google queries Facebook likes 2,083 684,478 61,141 Foursquare check-ins Facebook shares hours of music uploaded
EMPOWERED CUSTOMERS ARE Digitally Connected 79% of customers spend at least 50% of total shopping time researching products online Socially Networked 53% of customers abandoned an in-store purchase due to negative online sentiment. Better Informed 59% of customers are willing to try a new brand to get better customer service.
Their expectations continue to rise. RELEVANCE ENGAGEMENT INNOVATION CONVENIENCE REPUTATION © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 5
Technology has changed how your customers make purchase decisions and how they choose to have a relationship with you © 2014 SAP AG or an SAP affiliate company. All rights reserved. 6
THIS CHANGES THE RULES FOR MARKETERS You have built up systems and processes to attract customers using traditional means. Now what? © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 7
COMPANIES SOCIAL STRATEGIES ARE MISALIGNED 34% 28% 50% Only 34% of businesses feel that their social strategy is connected to business outcomes. Just 28% of companies we studied feel that they have a holistic approach to social media, where lines of business and business functions work together under a common vision. Only half said that top executives were “informed, engaged and aligned with their companies’ social strategy." SOURCE: ALTIMETER GROUP © 2014 SAP AG or an SAP affiliate company. All rights reserved. 8
ENTERPRISES ARE STRUGGLING WITH SOCIAL MEDIA CHANNELS VOLUME VELOCITY VARIETY © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 9
Become a Social Business: Activities that use social media, social software, and social networks to enable the more efficient, effective, and mutually useful connection between people, information, and assets. These connections can drive business decisions, actions, and outcomes across the enterprise. MIT SLOAN SCHOOL OF MANAGEMENT
At the core of Social Business 1. Listen & Understand 2. Be Agile 3. Be Personal 4. Foster Community © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 12
LISTEN & UNDERSTAND.
LISTEN TO THE MILLIONS OF PUBLIC CONVERSATIONS UNDERSTAND THE CONTEXT OF THESE CONVERSATIONS What? What are people talking about? When? When did they talk about it? SAP Social Media Analytics Where? Where do these conversations occur? 5Ws of Social Intelligence Who? Who is talking? Why? Why are they talking about it? © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 14
HOW DO PEOPLE FEEL? Is overall sentiment positive, negative, or neutral? Lack of hot games… It hurts my eyes! Poor battery life… I want one… What’s the net sentiment? How passionate are our customers? What is the share of buzz compared to our competitors? © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 15
DERIVING SENTIMENT FROM SOCIAL MEDIA IN REAL-TIME Natural Language Processing Engine delivers ACCURATE social insights Lack of hot games… It hurts my eyes! Poor battery life… I want one… NLP engine processes conversations the way a human does to determine sentiment (like, dislike) and passion intensity (strength of expressed sentiment) as well as emotion (happy, sad), and behavior (want, buy, return) - all with a high degree of accuracy. © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 16
WHAT IS SAP SOCIAL MEDIA ANALYTICS? Gives you a holistic view of these conversations on the social media HIGH ACCURACY • • • Low spam Low duplicates Less noise REAL-TIME INSIGHTS • • • • Current Insights Access Historical Data Zero in on a topic Compare multiple topics © 2014 SAP AG or an SAP affiliate company. All rights reserved. EASY TO CONSUME • • • • Minimal time Minimal staff Minimal setup Totally intuitive SOCIAL MEDIA 17
SAP SMA ADDRESS ALL ANGLES IN THE MIND OF THE CONSUMER/PROSPECT/CUSTOMER “I wonder what my friends think of this product?” “I wish companies would care more about…? “Maybe I should consider brand x?” “I really value the opinion of tastemaker x” “It would be cool if product x could do this” “This is a really cool feature” © 2014 SAP AG or an SAP affiliate company. All rights reserved. “I need something new” “How do I buy”? “That’s a interesting new product” “Cool commercial” Who else makes one of these?” “I can’t get this to work” 18
PROVEN CUSTOMER VALUE “One of the biggest reasons we went with SAP Social Media Analytics by NetBase was that we wanted to analyze social media deeply for insights and research purposes. SAP Social Media Analytics by NetBase stood out to us in terms of the technology being aligned that way” – MAJOR AUTOMOTIVE MARKET RESEARCH COMPANY “The depth of the science as well as the technology team that’s there is impressive” – MAJOR AUTOMOTIVE MARKET RESEARCH COMPANY “The major advantage of SAP Social Media Analytics by NetBase is simplicity, ease of use, design, and the GUI. The VP of corporate marketing has a seat and can pull reports. That is one of the key differences” – MAJOR TECHNOLOGY COMPANY © 2014 SAP AG or an SAP affiliate company. All rights reserved. 19
SAP SOCIAL MEDIA ANALYTICS CONTENT SOURCES Twitter: 12 billion sound bites News Channels: 500million sound bites and 55000 sources Facebook: 3.2 billion sound bites Other Social Networks: 170 million sound bites and 10,000 sources Forums: 6 billion Total Sound Bites: 54Billion Blogs and comments: 6.5 billion and 150 million sources Total Documents: 31Billion Consumer Reviews and Professional Reviews: 200million sound bites and 300million sources DATA LAST UPDATED: OCT 07 2013 © 2014 SAP AG or an SAP affiliate company. All rights reserved. 20
SAP Jam Enterprise social networking • • Personal profiles • Discussions and comments • Blogs and wikis • Chat and direct messaging • Document sharing and editing • Structured collaboration Activity feeds and groups Video recording and screen captures • • • • • • • “Gamification” • • • Brainstorm and problem-solve Idea rankings Pro/con analysis Idea and Q&A Forums Timeline and tasks Dynamic agenda builder Decision approvals and tracking Internal & External Teaming Motivate and incentivize Reinforce desired behaviors Contests, badges, missions, or point systems • • Protect key corporate information with enterprise-grade security Monitor users, content, and groups Customizable interface Customers • • External vendors & agencies • Security and Administration Employees & contractors Partners Integration @SchalkViljoen @SAPCloud • Social built into your applications and business processes • Native integration with SAP CRM, SAP Social Media Analytics, SAP Cloud for Sales, SAP Cloud for Service, SuccessFactors BizX platform, SAP Cloud for Financials, and SAP Business Suite • • • Microsoft Sharepoint Connector
SOCIAL MEDIA ENGAGEMENT • Connect and engage your customers on their terms • Respond in real-time to critics and brand advocates • Strengthen brand perception through public engagement © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 24
SAP CLOUD FOR SOCIAL ENGAGEMENT • • Message routing and prioritization • Enterprise-wide collaboration for fast, informed responses • Combine social and enterprise data to establish complete customer profiles • Analyze team effectiveness, service trends, and sentiment • Solution finder with knowledge base integration • © 2014 SAP AG or an SAP affiliate company. All rights reserved. Automatic ticket creation from multiple Social Media channels Seamless ERP & CRM integration for products, order status and more @SchalkViljoen @SAPCloud @SMWCPH 25
SOCIAL ENGAGEMENT Our ROI in dollars is definitely in the millions. Depending on the scale of your operation and your programs, the ROI is at least ten million dollars in opportunity. AT A GLANCE OBJECTIVE • Take on larger rivals by providing a delightful social media experience Krissy Espindola Director, Knowledge Management & Social Customer Support SOLUTION • SAP Cloud for Social Engagement • SAP Social Media Analytics by Netbase BENEFITS • Meet increasing demand for social media customer service channel without scaling team • Reduced churn © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 26
SAP Community Network (SCN) © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 28
SCN: The Social Network for SAP Professionals 2.1 million 110 million page views in 2013 unique visitors each month 230+ countries & territories 15,000+ 700+ discussion threads per month community moderators 500+ SCN topic spaces 1,400 blogs per month 113,000+ contributors *Status asSAP September 17, 2013 All rights reserved. of AG or an SAP affiliate company. © 2014 1.1 million SCN newsletter subscribers @SchalkViljoen @SAPCloud @SMWCPH 29
Ready to become a Social Business? 1. Listen & Understand 2. Be Agile 3. Be Personal 4. Foster Community Take the first step today. © 2014 SAP AG or an SAP affiliate company. All rights reserved. @SchalkViljoen @SAPCloud @SMWCPH 32
Thank you Schalk Viljoen @SchalkViljoen @SAPCloud Schalk.Viljoen@SAP.com © 2014 SAP AG or an SAP affiliate company. All rights reserved.
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