by Adam Sutton, MarketingSherpa Reporter.
In the last few years, teams across SAP began experimenting in social media. SAP is not a small company. The business management solutions provider offers 47 products and services in more than 20 global industries with 53,000 employees. With such a broad organization, it was not easy to ensure each team followed a proven game plan.
“It was very enthusiastic, but somewhat undirected. Kind of a buckshot approach,” says Todd Wilms, Senior Director, Social Media Audience Marketing, SAP.
Some of these experiments successfully built an online audience, but many struggled to gain traction. SAP’s executives wanted to replicate the successes and formed a team, with Wilms as a founding member, to find out how. Having completed its research, the team now travels the world teaching SAP’s employees how to launch successful social media strategies.