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December, 2012

The Buyer Journey Starts With A Search . . .

• What is real-time analytics?
• What is cloud computing?
• What is Big Data?

• How are companies benefiting
from…mobile, cloud, analytics?

• How do I take advantage of the latest
innovations?

Do We Have An Answer?

How Much “Early Stage” Search Traffic Do We Get?

Early Stage Visitor:
•Searches for Category-
terms like “what is cloud
computing” or “Business
Intelligence”
• 100,000’s of searches / mo

Later Stage Visitor:
•Searches for Product or
Brand-specific terms like
“SAP Software”
• 100s of searches / mo


Less Than 0.03% Of Traffic To SAP.com Is Early-stage*

* Data through 2010. More recent data through 2011 shows HUGE improvement but to only 0.1%. 2012 data due Q1, 2013

SAP Analytics Content Inventory - By Stage

94% of our Content is Mid- or Late-Stage*

Interest / Show / Convince Interest
2% 6%

Show

Show / Convince 26%
47% Convince
19%

Business Innovation Objectives

Business Innovation from SAP seeks to become a destination of business innovation
insights by providing educational and informational content on how to innovate against
today’s top business challenges to gain a competitive advantage

To create affinity for the SAP brand around our customer-focused
innovation agenda for Mobility, Cloud, In-Memory and Analytic solutions,
as well as other key topics like Human Resources, Sales & Marketing and
Industry specific content
Meet the needs of early stage buyers with educational and thought
leadership content that does not seek to promote SAP but to answer their
biggest business questions

Deliver on the promise of the SAP Run Like Never Before Advertising
Campaign (landing page)
Contribute MGOs by driving visitors to SAP.com or campaign landing
pages through subtle, but appropriate call-to-actions where we hope we
have earned the right to ask them to register
Market examples: AMEX Open Forum, Adobe CMO.com, IBM InfoBoom and BCGPerspectives,

Aligned By Key Business Topics –
Not Products or Segments


Business Innovation Objectives – Reach, Engagement,
Conversion
• 200+ contributors and 46
approved feeds
• 1,600+ articles published,
averaging 8-10 new articles
per day
• Content is being shared on 5
social channels (Twitter,
Facebook, Google+,
LinkedIn and StumbleUpon)
• Traffic sources: 64%
Campaign, 26% Organic, 7%
Social
• 500+ registration forms
completed since launch
• Recognized for and content
strategy excellence by Fast
Company, Digiday, Content
Marketing Institute and others


Most Popular Articles –
(10X average Pageviews)

•Top 50 Influencers
•Top 10 Blog Sites
•Terms You Need To Know
•Myths…Busted

•10 Predictions for…
•What is…?
•The First Step to Success in…
•How To Get Ahead With…


Visit. Share. Contribute.

Explore: Come check out the new pages, view the content, comment on an article
or sign up for daily updates. Blogs.sap.com/innovation

Contribute: We need bloggers to cover our innovation topics. Don’t think
you can write? No problem. All you need is the willingness to share your
passion and expertise and we can guide you! Contact me if interested.

Share the new site or relevant content with your colleagues and connections
through your social networks
• Example Tweet: Learn how your business can grow and compete through
Business Innovations: http://bit.ly/yhcwLe #Cloud #Mobile #BigData #Analytics


Now Is The Time To Build
Your Personal Brand

I Think I Know What You’re Thinking?

The top reasons people give for not working out,
not eating right, or not building a personal brand:

1. I’m too old
2. I don’t have the time
3. It’s not important (I don’t see the value)
4. I don’t know how
5. I don’t have anything interesting to say

Edelman Trust Barometer – Time for Brand You!


Why Should I Be Active In Social?

1. “Brand Me”
2. Speak to 1 person
3. Therapy
4. The journey

What is personal branding?” Those characteristics that make you unique and
how you communicate that to the world. The objective of personal branding is
professional success and is directly linked to the success of the company we serve.
~ Dan Schawbel


The myth of business vs. personal profile

We are officially beyond the days where you can have a
distinct “personal” and “corporate” profile. You must decide
who you are and bleed it. From all accounts!
~ Lisa Barone Co-Founder, Outspoken Media


Where to blog?
Business Innovation, Forbes, SCN Business Trends

http://blogs.sap.com/innovation/ http://blogs.forbes.com/sap/ http://scn.sap.com/community/business-trends

Learn how to “run like never before” with Connecting SAP thought leadership Where IT strategy and business value meet .
the latest News, Blogs and Featured to the world’s top business people This community space includes expert opinion
content on the hottest Business on Forbes. The content focuses on and insight from knowledgeable SAP insiders
innovation topics such as cloud the latest issues impacting business that will open doors, connect dots and inspire
computing, big data, mobile, real-time innovation . discussion around emerging business trends
analytics, sustainability, financial
management, human resources, sales
and marketing and more.


The Personal Brand Continuum

Manage By Walking Around: The original goal B2B Marketing Insider is dedicated to Timo Elliott is a 20-year veteran of SAP His
of this blog was to provide information about sharing marketing tips that drive real results popular Business Analytics blog tracks
performance management – the inspiration for like sales, leads, and higher customer innovation in analytics and social media,
the title of this blog, Manage By Walking loyalty, focusing on topics such as lead including topics such as augmented
Around, can be found in my inaugural generation, search marketing, online media, corporate reality, collaborative decision-
post. I’ve shared my own management and social strategies. making, and social network analysis.
guidelines and suggested some tips for new
managers.

“Write about what you know” ~ Mark Twain


Tips For Personal Branding Success

• Define audience and set objectives
• Why are you talking?
• Who are you talking to?
• What’s in it for them / you?

• Build it in to every day
• Scan, filter, read, connect, write, respond
• Social media success = minutes per day
• Have a goal: 2 blogs per week Tues / Thursday

• Build relationships of mutual benefit
• Social “gifts:” Retweet me, I might ReTweet you!

• The new content rules
• If it isn’t a keyword, no one cares
• Titles matter
• Bullets help
• Tell stories: Hero, a quest, a journey, an obstacle and a resolution


You Don’t Even have To Think! –
150 Articles Waiting To Be Summarized


Recent Campaign Posts


Tips To Incorporating Campaigns

1. If the primary purpose is to promote
SAP, we don’t run it
2. Keywords = Customers Topics
• Google Trends

3. G2G: You have to “give-to-get”
4. Think multi-channel, multi-format
• Slideshare to Blog to Tweet
• Infographic to Slideshare to Blog to FB
like
• Webinar to Slideshare to Blog to Tweet to
FB like to Google Plus +1


Can’t Wait To See [Your Name] Here!


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