SAP Big Data Forum 2013 TL Maxim van Schijndel - SAP

SAP Social Contact Intelligence Helping companies turn anonymous contacts into promoters

Maxim van Schijndel, SAP Nederland

October 10, 2013 Public

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Agenda

1 Introduction

2 SAP Social Contact Intelligence

3 Demo

4 Questions

Immediate Insights

Personalized Experiences

Anytime & Anywhere

Instant Gratification

Social Connection

Technology has raised consumer expectations…

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Big Data holds

Big Promises

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of CMOs lack the capacity to

analyze Big Data

45%

of consumers spent at least

of shopping time researching products online 79% 50%

of CMOs say difficulties in

interpreting Big Data is a major obstacle in

their marketing strategy

37%

of customers abandon an in store

purchase due to negative online sentiment

53%

of consumers trust friend’s

recommendations and less than

trust ads

92% 50%

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From Anonymous Contact to Promoter

Explore sentiments &

insights

• Discover relevant contacts &

mentions

• Understand affinities regarding

brand, service, products or

campaigns

• identify and target top influencers

• Understand context of customer

interactions

Extend opportunity base

• Retrieve contact data from social

media, web channels and company

owned sources to extend and score

your customer base

• Build profiles and gain a fine

understanding of contacts‘ sentiments

and Interests

• Share refined knowledge of contacts

across devices

Engage strategically &

effectively

• Identify and target key “mentions”

and their authors

• Engage with social media users

via targeted campaigns

• Collaboratively determine the most

appropriate action required in

response

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Optimize target groups for omni-channel campaigns

Social Contact Intelligence

Market to the right people

Customer Value Intelligence

Grow your most valuable customers

Audience Discovery & Targeting

Provide real-time customer intelligence

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Follow conversations and understand customer affinities

Contextual sales, service, marketing on a 1:1 basis

Lead from anonymous contact to customer buying

Mobilize sales with iPhone app

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SAP Social Contact Intelligence Market to the right people

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SAP Social Contact Intelligence Market to the right people

Interaction Timeline

All interactions across any customer touch point

Timeline shows most recent interactions

Provides context of customer interactions on a 1:1 basis

Shows items of interest

Contact Engagement

All contacts at a glance

What stage of the buying cycle are they in?

What are the interested in?

Sentiment Engagement

Understand sentiment of customers

Connect to internal channels or social media

Create target groups

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Demo

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Trigger Marketing Activity

Get Overall Overview

Filter on topic Create Target Group

Prepare for Campaign

Marketing Professional

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Understand Contact Sentiment

Get Overall Sentiment

Filter Mentions Create Mention Group

Create Follow up

Action

Marketing Professional

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Contact History

Sales Professional

Overal sentiments

and interactions

See timeline See interaction

See company details

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Segmentation on Contacts

Create Segmentation

Model

Segment on

Attributes Create Target Group

Prepare for Campaign

Marketing Professional

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Questions?

Thank you

Contact information: Maxim van Schijndel Sr. Solution Architect CRM [email protected] H http://nl.linkedin.com/in/schijndel/ @mxschijndel

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Appendix

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SAP Social Contact Intelligence Insight to Action

Target Groups

Create mention groups etc.

CVI

Swap from 1:1 contact to strategic account view and vice versa

ADT

Segment on social contact profiles incl. text analytics insights

iPhone app

Mobilize your sales force and provide the latest info at a finger tip

© 18 © 2013 SAP AG. All rights reserved.

Acquire &

Collect Analyze & Understand

Response

& Engage

+ • Data acquisition from public social media and

internal sources

• Automated text data processing (HANA NLP)

• Matching with CRM / ERP contact data

• HTML5 prebuild analysis and next step actions

• Creation of campaign and target groups in SAP

CRM or email campaign tools

Social Contact Intelligence

SAP CRM

Multi-Channel

Campaigns

The Social Web

SAP HANA - Text Analysis (NLP)

Application Business Object Models

Application Logic, Profile Scoring

Analysis HTML5 UI

Flexible Filtering, Analysis

and Selection

Action Target Groups

Trigger CRM Campaigns

Start Collaboration

SAP JAM

SAP CRM

SAP ERP

SAP HANA Models and Views

Tables

Data Harvesting

The Social Web

AND

Internal Sources

Social Contact Intelligence - Overview