Case Study

SAP Global Marketing

The Project: SAP Global Marketing Social Media Strategy

Timeline: January – April 2008

Client Particulars: SAP is the world’s leading provider of business software, offering applications and services that enable companies of all sizes across more than 25 industries to become best-run businesses. SAP has approximately 82,000 customers in over 120 countries.

Project Overview: Creation of a holistic social media strategy for SAP’s Global Marketing function

The Strategy: Phased over three years, SAP’s social media strategy addressed issues of integrating Web 2.0 tools into traditional marketing activities, generating demand for services, increasing insight from the marketplace and establishing cost-effective referral programs – on a global scale and in 23 different languages

Research Methodology: SMG produced a Competitive Overview, Market Research, over 40 Internal Stakeholder Interviews, a Content Audit, defined Best Practices and Benchmarks for Success.

The Challenge: Creation of a business-aligned social media strategy that established a leadership role for social media within SAP. SAP is a consensus organization; the strategy needed to align with other functional areas. Also required were a governance model, organizational best practices and tactical recommendations for 2009-2011.

The Results: SMG is presently in the process of responding to an invitation-only RFP for the delivery of services to execute the SAP Global Marketing Social Media Strategy produced in 2008.