Posts tagged with Sap

Shawn Burns, Vice President SAP on multichannel and Integrated Marketing Week

Digital is no longer just a channel, but instead is becoming the center point for customer behavior both on and offline. 

This is one of several themes that will be explored at Integrated Marketing Week (#IMW13) and below Shawn Burns, Vice President SAP who is speaking at the event, tells us why.

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Salesforce.com acquires 'human capital management' company Rypple

Last week, I listed the 'enterprise cloud' as one of the five things to watch in 2012.

My rationale was straightforward; while the cloud has been a hot topic in the consumer space for the past several years, there's increasing activity in the enterprise space as major software vendors like Oracle and SAP move to ensure that they don't get left behind.

Salesforce.com, one of the first big players in the enterprise cloud space, didn't wait for the new year to make a new move of its own. Yesterday, it announced that it was acquiring human capital management SaaS Rypple for an undisclosed sum.

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Q&A: Crispin Sheridan on how SAP integrates search & social media

Crispin Sheridan SAP

Crispin Sheridan, the senior director of search marketing at global software software giant SAP shares the strategy and the meticulously-tracked results of his company's highly successful initiative to integrate SEO with social media channels - resulting in a 2.5X boost in conversion rates.

Q: How did SAP come to decide to integrate search with social media?

A: We had a search team in place, obviously, and had grown search significantly over the space of about five years.  Then there started to be a lot of buzz in the company about social media. People started to think, 'Well, this is really applicable to my area. Is this something I could or should be doing?" It seemed very logical to us that there was a fit between search marketing and social media marketing. Was there something we could do to pilot something to all the executives who were beginning to ask us,"Is this real? Is this important? Is this something we should be pursuing?"

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