SAP is the world leader in enterprise applications in terms of software and software-related service revenue. Based on market capitalization, SAP is the third largest independent software manufacturer in the world.
Furthermore, the B2C and the B2B commercial relationships are being affected by the “way to do” methodology regarding communication, marketing and sales for social media channels. The decision-makers’ behavior is changing, causing e-mails and calls to become less and less responsive.
According to Social Centered Selling, “72.6% of sales people who were using social media as part of their sales process outperformed their peers and exceeded the quota by 23% in 2012”.
42% of B2B decision-makers use Twitter to make their buying decisions more efficient. In fact, they use Twitter in a variety of ways, including:
- Consuming content
- Retweeting content
- Posting content
- Looking for support by asking questions to vendors, peers and like purchasers
Mindful of this behavior change, SAP decide to use social media channels not only for corporate communication or brand care, but as a Lead Hunter. They decided to listen to their target, their questions, interactions and emotions. It was necessary to have a tool that would enable them to identify relevant business conversations and respond in an appropriate time.
Socialmetrix Echo was configured to find relevant business conversations on Twitter, Facebook and RSS Feeds, with search terms based on the main points and business questions of SAP targets. Upon working together with Socialmetrix and Latin3, the SAP Inside Marketing Team increased their qualified leads volume by more than 100% (identified especially in Twitter comments), which is a noteworthy increment of potential business opportunities.
SAP have 2 Twitter accounts in Latin America for listening and responding to business conversations in @ContateSAP (Portuguese) and/or ContacteSAP (Spanish).
Socialmetrix Echo also helped SAP to understand that Twitter is about people and ideas. Though the ideas aren’t often explicitly written in those 140 characters, the links to blogs and articles of interest are tremendously valuable for seeing what those executives view as important.