© 2011 SAP AG. All rights reserved. / Page 1 April 18, 2012 Evan Welsh, Director, Global Media Relations, SAP [email protected] @evwelsh Measure Your Media Relations Initiatives to Generate Truly Impressive Data
© 2011 SAP AG. All rights reserved. / Page 1
April 18, 2012 Evan Welsh, Director, Global Media Relations, SAP [email protected] @evwelsh
Measure Your Media Relations Initiatives to Generate Truly Impressive Data
© 2011 SAP AG. All rights reserved. / Page 2
SAP Today
55,700+ SAP employees worldwide
120 countries
25 industries
37 languages
75 country offices
1,200+ services partners worldwide
© 2011 SAP AG. All rights reserved. / Page 3
40 Years of Industry Expertise
SERVICES
CONSUMER INDUSTRIES
TRADING INDUSTRIES
FINANCIAL SERVICES
PROCESS MANUFACTURING
DISCRETE MANUFACTURING
PUBLIC SERVICES
© 2011 SAP AG. All rights reserved. / Page 4
SAP HELPS THE WORLD RUN BETTER.
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SAP CUSTOMERS… …PROCESS 2.5 BILLION UTILITY BILLS PER YEAR
…PRODUCE 2.2 MILLION TONS OF CHOCOLATE
…MANAGE 50 MILLION BANK ACCOUNTS
© 2011 SAP AG. All rights reserved. / Page 6
SAP Helps the World Run Better.
30 mn Smart grid solutions from SAP
help to enable 30 million households use energy more
responsibly.
800 mn Product safety solutions from
SAP help 800 million consumers live safer and
healthier.
>50 mn HCM solutions from SAP help
over 50 million employees work in an attractive and
encouraging environment.
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WHAT ARE WE MEASURING? WHAT ARE THE OBJECTIVES? TAKING MEDIA MEASUREMENT BEYOND COUNTING CLIPS
© 2011 SAP AG. All rights reserved. / Page 8
What Are We Measuring?
1. Media
a) Volume
b) Share of Voice
c) Favorability
d) Message Penetration
e) Quote Penetration
f) (+ SAP TV)
3. Industry Analysts a) Share of Voice
b) Tonality
c) Net Market Impact
4. Employee Communications a) SAP News Readership
b) Dialog
c) Subscriptions
d) Innovations
5. Government Relations & CSR a) Sales Support
b) CSR Impact
6. Operations 6. Innovations
7. Reporting
2. Social Media a) Share of Voice
b) Favorability
c) Net Impact Score
© 2011 SAP AG. All rights reserved. / Page 9
Media – How Metrics are Calculated
1. Based on media list = Corporate, IT Trade & Vertical
2. Volume: simple count of number of articles coded
3. Share of Voice: volume divided by total volume of all peers and expressed as %
4. Favorability: impact on readers based on a scale 0 to 100; where 50 is neutral. Takes into account placement, content and bias of article
5. Message penetration: number of articles containing at least one key message divided by total volume, expressed as a percentage
6. Quote penetration: number of articles containing at least one quote from an SAP spokesperson divided by total volume, expressed as a percentage
© 2011 SAP AG. All rights reserved. / Page 10
Global Message Penetration
Messaging SAP Peer 1 Peer 2
Total volume of articles 3913 4321 5428
Global message penetration* all media (% and volume of articles with at least one target message) 20% (789)** 12% (518) 17% (933)
Global messages – all competitors 905** 536 974
Company has right strategy for sustained growth 139 64 270
Company is a leading innovator 98 20 95
Company is customer-centric 82 6 38
Company delivers benefits and value to customers 586 446 571
Results from our media tracking company CARMA
* Global messages ** One article can carry more than one key message. Therefore, the total volume of messages differs from the total volume of articles carrying these messages.
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ALIGN MEDIA RELATIONS GOALS TO BUSINESS OBJECTIVES, INCLUDING SALES AND ENHANCED REPUTATION
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Aligning MR Goals to Business Objectives
Achieve customer net promoter score of X.X
Achieve employee engagement index of X%
Drive +X-X% SSRS growth
Expand operating margin by X.X pts
Drive external communications to position SAP as the innovator that helps the world run better (brand) Excellence in corporate Media Relations
Drive internal communications to build understanding of strategy, goals, progress (inform) - focus on clarity and brevity
Drive external communications to position the customer value of SAP solutions (sales support) Excellence in P&S and geography Media Relations
Further increase efficiency & effectiveness of communications processes & content creation - incl. synergies w/ other departments
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Aligning MR Goals to Business Objectives What are the top business objectives? • Customer Success • Employee Engagement • Growth • Margin Expansion Setting MR goals – aligned to business objectives • Media monitoring: improve results versus 2011 despite budget cuts • Successfully execute key SAP media events
Measuring Results 1.Achieve X% Share of Voice in business media (2011:X%) 2.Achieve global Message Penetration of X% in business media (2011:X%) 3.Achieve spokesperson Quote Penetration of X% in all media (2011: X%) 4.Secure X# TV interviews (X% increase) on top TV (2011:X#) 5.Reach business media Favorability of X# (2011:X#)
How valuable is information that we keep out of the media? Can this be measured?
© 2011 SAP AG. All rights reserved. / Page 14
Reporting Achievements / Results to C-Suite
Global media favorability up from 55 (2010) to 60 (2011)
Global message penetration 17% (Peer 1 10%)
Spokesperson penetration 33% (Peer 1 34%, Peer 2 21%)
Share of voice held at 29%.
SAPPHIRE-specific news in May generated 378 articles and a 71 rating – two points higher than in 2010
Success Factors acquisition generated more than 700 articles, 69% positive, with favorability rating of 61
CEO visibility: Bill McDermott favorability 67 (2010: 58); Jim Hagemann Snabe favorability 69 (2010: 60)
Social media: share of voice up from 31% in 2010 to 48% in 2011 and favorability from 55 to 60. Favorability tied with Peer1 and ahead of all other peers
SAP TV: total of 132 interviews (TV and radio) broadcast – record high
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Creating, Leveraging and Measuring “Reputation Capital”
“Reputation is emerging as a driving force and differentiator in the success or failure of individuals and companies.”
Mark Yolton Senior Vice President SAP Community Network
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CASE STUDY CORPORATE SOCIAL RESPONSIBILITY
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IN A BETTER RUN WORLD, IT DRIVES ECONOMIC OPPORTUNITY FOR ALL PEOPLE SAP’s CSR Program helps meet basic human needs, drives education & creates economic opportunity through IT
© 2011 SAP AG. All rights reserved. / Page 18
SAP VISION Help the world run better by improving people’s lives CSR FOCUS Enhance education for underserved
youth and propel emerging entrepreneurs to foster economic growth
GUIDING CSR PRINCIPLES
• Create social impact. Make strategic social investments that have a lasting benefit on society
• Leverage our core expertise. Utilize our technology and talent to help find solutions to social issues
• Generate lasting impact on SAP. Align approach to support our market and people strategy
• Engage multiple stakeholders. Drive innovation through a multi-faceted dialogue with internal and external stakeholders
Social Investment Vision
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Impact Through Social Investment
TECHNOLOGY Enable 1,000 non-profits with ≥80% aligned to focus
TALENT Activate 100,000 hours with ≥10%
skilled volunteering
CAPITAL Impact 1,000,000 lives with ≥80% aligned to focus
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Corporate Social Responsibility Outcomes
1. Technology: Enable 1,000 non-profits with ≥80% aligned to areas of focus
2. Talent: Activate 100,000 employee volunteer hours with ≥10% skilled volunteering focus
3. Capital: Positively impact 1,000,000 lives with ≥ 80% aligned to areas of focus
4. Media (joint KPI): increase volume of CSR-related media coverage by 50% (as our Share of Voice has decreased versus Peer1 in 2011)
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In Summary…
Clearly define what you’re measuring How are metrics calculated Moving beyond counting clips – message and quote penetration Align MR goals to business objectives Align MR goals to sales/marketing Report agreed upon metrics/results to senior leadership You can measure reputation
© 2011 SAP AG. All rights reserved. / Page 22