How To Build Your Social Media Policy

Set Your Workforce On The Best Path

SMMS Las Vegas, Feb 2013

Todd Wilms Sr. Director, Social Media

Twitter: @toddmwilms Blog: www.toddwilms.com Forbes Blog: Forbes.com (search Todd Wilms)

SAP Today
SAP Community and Social Media Performance

4M Fans

16.5M Video Views

700K SAP Mentions

6.2M Clicks

1.5B Impressions

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

SAP: Story of Growth

3M Members

1M Members Rebrand: SCN 1M Forum Posts Handle explosion

Launch Community:
SAP Developer Network

Core Team Established First Policy Established

Self-Regulated Presence

Regulation and Clean-up

2003
#SMSsummit

2005

2007

2009

2012
@toddmwilms 4

Agenda:
1. Know what to do 2. . . . Then do it
3. When it doesnt work

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?

#SMSsummit

@toddmwilms 6

Know What To Do: Business Objectives

Where are you today? Where are you going tomorrow?

Operations

Sales and Marketing

#SMSsummit

Service and Support

@toddmwilms 7

Are you spending time getting your brand on Second Life?

#SMSsummit

@toddmwilms 8

How about Friendster?

notes

#SMSsummit

@toddmwilms

Know What To Do: Set Expectations

Create A Sandbox For Your Employees Tone Acceptable Business Objectives

Build Awareness of Products

Personable Approachable Branded

Conflict With Business

Speak Above Your Level

Bash Competitors

Knowledgeably Address issues

Value

Rude Combative Individual Brand

Unacceptable
#SMSsummit @toddmwilms 10

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

#SMSsummit

@toddmwilms 11

Agenda:
1. Know what to do 2. . . . Then do it
3. When it doesnt work

To err is human . . .
To really f-up takes a corporation.
- Anonymous

No jokes Just real life

If a tweet falls in the woods

One of the worlds largest oil companies (this time not BP), didnt 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.

The Un-apology
There's no one who wants this over more than I do. I would like my life back BPs Tony Hayward

This move is out of fashion

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 dont 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 #SMSsummit @toddmwilms 14

FedEx Which is more fun to watch?

#SMSsummit

@toddmwilms 15

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

Dec 21: Formal YouTube Apology

Coverage slows to a crawl

Dec 19th: Video hits YouTube

#SMSsummit

@toddmwilms 16

Rules for Crisis Social Communications

Tone
1. 2. 3.

Direction
5. 6. 7.

Be Humbled
Be Real Be Honest

Take Action
Learn from Mistakes Steps to Ensure . . .

4.

Be Direct/Smart

8.

Where to go for . . .

#SMSsummit

@toddmwilms 17

Air Force Web Posting Response Assessment

Discover Y Evaluate
CONCUR A factual well cited response, which may agree or disagree w/post, yet is not negative
Blog or Twitter Post Has someone discovered a blog post about SAP? Is it a positive post?

TROLLS Is this site dedicated to bashing & degrading others?

Y Y

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

MONITOR ONLY Avoid responding / monitor for relevant info

N
LET POST STAND No response

MISGUIDED Are there erroneous facts in the post?

FIX THE FACTS Respond w/factual info directly (see blog response considerations below) RESTORATION Rectify the situation, respond and act upon a reasonable solution. See blog response considerations below. LET POST STAND No response

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

Respond
SHARE SUCCESS Proactively share your story & mission w/blog

Y Considerations

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

TRANSPARENCY Disclose your SAP Affiliation

SOURCING Cite your sources by including links, video, images, other references

TIMELINESS Take time to create a good response 24 hours maximum

TONE Respond in a tone that reflects highly on SAP

INFLUENCE Focus on the most influential blogs related to SAP

18

Proactive
1. 2. 3. 4. Listen Understand Social Influence Build Communities Humanize Your Brand

A best defense is a great offense.

- Carl Von Clausewitz

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

#SMSsummit

@toddmwilms 21

Understand Social Influence

#SMSsummit

@toddmwilms

Build Communities

A little levity in the presentation

#SMSsummit

@toddmwilms 23

Humanize Your Brand

#SMSsummit

@toddmwilms 24

Our customers produce more than

72% of the worlds

beer.

#SMSsummit

@toddmwilms

Our customers produce more than

70% of the worlds

chocolate.

#SMSsummit

@toddmwilms 26

Our customers produce more than

86% of the worlds

athletic footwear.

#SMSsummit

@toddmwilms 27

Our customers produce more than

60% of the worlds toys

and games

63% of the worlds

transaction revenue touches a SAP system.

#SMSsummit

@toddmwilms

Twitter: @toddmwilms Blog: www.toddwilms.com Forbes Blog: Forbes.com (search Todd Wilms)

Thank You