Addressing the Society for New Communications Research (SNCR) and the Social Media in Marketing & Advertising, Don Bulmer, VP, Industry & Influencer Relations, Global Communications, SAP explains how Social Media has contributed to both the top line as well as re-inforcing margins around the bottom line. It's said that "virtual is the new reality".

• improving the scale of customer relations at lower costs through greater community development, streaming content and interactivity.
• minimizing event and travel costs through virtualization.
• replacing more expensive advertising campaigns with more effective integrated marketing services that consists of listening, engagement, partnership programs, and social applications.

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