PowerPoint Presentation

Building Brand Affinity:Stop Selling, Start Helping.Crispin Sheridan | Vice President, Digital & Social OptimizationMike Grehan | CMO & Managing Director

CONTENT MARKETING INTELLIGENCE#C3NY

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What do you mean?

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Machine Learning & AI

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Query expansion techniquessemantically tagging search queriesQuery chainsMatching click graph curves with user behavior

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Avinash KaushikDigital MarketingEvangelistGoogleSEE/The total addressable audience: potential customers within the entiremarketplace.

THINK/The actively interested audience:Potential customers actively researchingsolutions.

DO/The decision focused audience:Potential customers ready to make apurchase decision.

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SAP 2017: Unlocking ValueCrispin Sheridan, Vice President, Digital & Social Optimization Experiential Marketing & Strategic Programs, SAP Global Marketing, New YorkMarch 2017Public

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SAP TodayAnnual revenue (IFRS) of 16,22billionMore than261,000customers in188countriesMore than84,000employees >120 nationalitiesA44-year history of innovation and growthSearch managed centrallySEO: 70+ countries SEO / PPC Synergy SAP.com On Site Search 500,000 pages Cross Channel Attribution SAP THE Cloud Company Powered by SAP HANA

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>86%of the worlds athletic footwear provided

>50%

of the worlds packages couriered

>70%

of the worlds chocolate production

>30 million

households use energy more responsibly with Smart Grid solutions

>77,000

people work more safely using People Safety solutions

>2 million

people work more safely using People Safety solutions

SAP Customer Facts

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2016 Highlights

34%Increase in Online Registrations

2016 Key WinsInfluenced The Top of the FunnelIncreasing What is Keywords

TOP 5 what is keywords20152016Growthwhat is sap hana8361,54585%what is sap crm41430949%what is hana33346948%what is erp85305259%what is sap s/4 hana21497350%

26With the advances of Google algorithm, it is crucial to provide the best answer at the right time for the right person. In 2016, SAP has achieved great results regarding what is questions for intent.

4X Registrations by 2020

UNIFIED KEYWORD STRATEGYA unified keyword strategy improves the likelihood of ranking well with search engines through the focusing of all online content intently on your most important keywords.

28Governing multiple keyword strategies means while making it easier for publishers to optimize and localize content that better satisfies audience intent and answers key consumer questions. Synergies with Paid search marketing not only achieves new spend efficiencies but helps fill interim gaps in share of voice online.

Strategic Imperative Consider SEO impacts Tech solutions by keyword intelligence. Chain effect , imperialistic growthPresented on the 14th , 2 calls assist Jason with the one with the main stakeholders

Closing Content Gaps

How?

Solving customer problems (I want to know moments) will lead to increased awareness and registrations across SAP.comWhat is crm

CONDUCTOR: WHERE ARE OUR CONTENT GAPS?

Used Content Mapping to identify HUGE gaps in the SEE Stage. To hit 20120 goal, SAP will need to focus on I want to know moments

Give the people what they want, when they need it and win.Plan, create and measure the effectiveness of your content across the Intent stages that make up the Buyers Journey.See exactly where you need content for each persona at any stage in their customer journey

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VOICE SEARCH WILL MAKE UP 50% OF QUERIES BY 2020SAP can maximize the potential with first mover advantage.

Currently, voice search drives over 25% of queries in search online and expected to exceed 50% by 2020

Voice Search RateAggregate Volume (Monthly)Annual Potential Impact (Clicks)25%125,000200,000~50%~250,000~400,000

* Number of searches refers to keywords related to known SAP relevance in search.

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Hypothesis: With the continued rise of mobile, Voice Search will continue to grow and become relevant to B2B purchase journeys.Strategic imperative: Present it as an opportunity , how to approach it .IF we dont do this this will happen example

http://www.stateofdigital.com/lets-talk-voice-search/

DOMINATE QUESTION BASED SEARCHEnsure SAP.com owns the answer box through organic optimization.

Voice Search RateNumber of Searches *Aggregate Volume (Monthly)Potential ClicksAnnual Potential Impact (Clicks)25%500125,00015,000200,000~50%~1,000~250,000~30,000~400,000

* Number of searches refers to keywords related to known SAP relevance in search.Nearly half a million searches will be impacted by Answer Box results by 2020.

Hypothesis: Consumers and Prospects alike use search engines to answer valuable questions about brands, products and services. If SAP owns this experience, consumers will be better educated and informed about SAP products and services33

Striking DistanceThousands of Keywords rank in striking distance. Move up 1 position will generate 30% More Leads

MAKING IT EASIER FOR CONTENT OWNERS TO THINK SEO

35Focus on opportunities beyond SAP.com to close the content gaps and seize Diamond opportunities in organic search.Using Keyword Go to evangelize and align on keyword usage and tracking across various campaigns: Teams/GroupsOther publishing channelsSAP News (worldwide)Global CommunicationsThought Leadership ( Digitalis , Business Trends) Paid SearchSocial ( syndication , forums ) Video ( channel leverage and content optimization) Remarketing

CustomerConsumerShopper

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There will be a natural shift from search engine optimization (SEO)to Content Experience Analyst (CEA). The role will become morefocused on identifying and fulfilling content gaps to provide a moreuseful experience and more extensive visibility and touch-points onthe end user path to purchase.

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http://bit.ly/2lO6LYAhttp://bit.ly/2mzCTMwhttp://bit.ly/28O5Gu5

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