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Community Engagement Handbook
 

Community Engagement Handbook

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Enable teams to leverage SAP Community Network & its extended social media channels...

Enable teams to leverage SAP Community Network & its extended social media channels


Showcase the benefits of engaging in two-way conversations with customers, partners and independent experts on the communities

Share content planning framework & steps for leveraging SAP Community Network

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  • Red thread for partners:Leverage SCN and social mediaBenefits of 2-way conversationCheck points; content planning frameworkObjective: Encourage thought leadership, blogging, engagement and content contributionsRelevant communication channels: NLs, Homepage mentions, social media partnershipCondition: we’ll promote your events as long as SAP is involved in the webcast/blog etc and there’s something for the community as well – like a blog or a whitepaperMake it easy for them to talk about their experience with SCN and partner success stories ultimately? We want to set up partners for success. Build awareness on how SAP internal teams can leverage SAP Community Network & its extended social media channels for their programsShowcase the extended toolkit that marketing/other teams have to engage in a richer way with customers, partners and independent expertsExplain frameworks & processes for leveraging SAP Community NetworkCommon Framework (3C - Content, Cadence, Conversation) essential for scale to manage and engage on/off-domain conversations (i.e. social media properties)Social Media extends your reach, launches a conversation – it’s an effective new option in the Marketeer’s toolkit
  • Putting everything together – the summary of options and how they’ll play on
  • Blogging offers wide reach across SAP Community Network via community newsletters, homepages & social media Blogging also earns “points” for community contribution1st Page on BLOGS – featured or not – just about blogging as an opportunity (not all will get featured)Forums allow community members and partners to build credibility/points in the communities and be recognized for contributionWhat about other ways of engaging on the community…..Guide to SCN : http://wiki.sdn.sap.com/wiki/display/SCNGUIDE/Guide+to+SCN A snapshot of what you can expect on SCN
  • Newsletters available:SDN- offers deep technical content and expertise related to SAP products and topicsBPX - connects SAP customers, business analysts, consultants, and SAP internal expertsBOC – a network connecting the SAP BusinessObjects Business Intelligence (BI) client solutions and applications Promotional options:Featured Blog: Links to blogs from community members sharing insights and experiencesPromotional item: Short promotional messages < 25 words with links(Ex: Updates on Sap Community Network, Upcoming events, Podcasts, Webcasts, etc)Check newsletter publication schedule
  • Content: Links to the relevant resources (forum threads, blogs, web pages, videos, events news, etc.) Community Blogs : Online writing where bloggers (community members) share a variety of personal experiences, insights, thought leadershipSAP Spotlight : Promotional spot for key events (ex: TechEd, World Tour, etc.)Events : Audience specific promotional message that can feature on a specific home page ( ex: SDN specific event can be featured on the SDN home page only)Banners : Short message that can be used to promote events site wideGuidelines for homepage submission: A short description of 25 - 50 words + bit.ly links for tacking purposesSubmissions must be received by the previous Tuesday noon Pacific time to be considered for that homepage update (homepage refreshes on Friday) When submitting a whitepaper/executive reports – first submit asset to Sap Community Network content submission team to get URL in 2-3 days. Then submit url for newsletter submissions.
  • What is a blog? Blogs are online writing where bloggers (community members) share a variety of personal experiences and insights — including theories, strategies,  and thoughts pertaining to multiple blog categories all related to SAP subjects. When should you blog?(TONE)On SDN, BPX and BOC, blogs can be used for short, unofficial announcements, to share experiences, thoughts and opinions about the different SAP products and solutions, SAP communities, SAP projects etcHow to get started?First you'll need a SCN blogger account. Click here to create an account) Fill in the required details and submit the formOnce you receive the confirmation email, you're ready to go!
  • Go to "Blogger Home" or to "Expert Blogger Home” to access your blogger profileView your published blogs on “Your Posts”To check status on blogs use “Pending blogs” Save draft blogs under “Draft blogs” Go to “New blog” to start new blog Use “Upload images” to embed images (Please note that this option is meant ONLY for pictures to be featured in your blog.Additional Resources: http://wiki.sdn.sap.com/wiki/display/Community/Getting+Started+With+Blogs
  • Proposed list of videos that can be submitted: ( We should try and provide a list of videos that can be promoted)/ContentVideo submissions for SAPCommNetVideo Testimonials (Customers, Partners, other SCN users)Short interviewsVideo coverage of eventsMedia/Press releasesVideos on SAP Community BenefitsVideos from MentorsHelp videosE-learning, training videos
  • Feeding info in various sites and doing it in an orchestrated way. Impt to guage the level of communication in order not to flood. Get right level of engagement, right flow of info out from us…..important to measure the reactionCreate a checklist of the assets the stakeholder wants to promote.Blogs on SCN are mandatory for most promotions on SCN. Links to other assets are generally embedded within the blogs. Blogging – getting started & guidelines are here.Blogs WHATS THE TIMING-DURATION OF THE CAMPAIGN – HOW OFTEN ARE THERE GOING TO BE ASSETS??

Community Engagement Handbook Community Engagement Handbook Presentation Transcript

  • SAP Community NetworkLeveraging Community For Your Program
    SAP Community Marketing Community Engagement Handbook
    Rajshree Jani
    Rashmi Manda
    October, 2010
  • Promoting Your Program via Community SAP Community Marketing Objectives
    Enable Partner teams to leverage SAP Community Network & its extended social media channels
    Showcase the benefits of engaging in two-way conversations with customers, partners and independent experts on the communities
    Share content planning framework & steps for leveraging SAP Community Network
  • Community Engagement has Multiplier Effect
    New Coverage Options through extended channels
    COMMUNITY COVERAGE
    SAP Community Network provides extended Toolkit for Marketing and Partner teams to engage in a richer way
    Content Sourcing
    SAP “Participation” Communities
    “SAP Orchestrated” Communities
    Example: New RDS offering
    • Announce on sap.com
    • Enrich and Engage with:
    • Webcast series
    • Community articles with ratings options
    • Community blogs with comments
    • Contributions to topic forums
    • Mentor blog or podcast
    • Video on You Tube
    • Amplify with FB, Twitter, LI
    SDN
    Rapid
    Deployment
    Services
    BPX
    EcoHub
    sap.com
    “SAP Managed” Communities
    BOC
    COMMUNITY ENGAGEMENT OPTIONS
    Articles
    Blogs
    Forums
    Wiki
    YouTube
    Webcasts
    Ratings
    Twitter
    FB
    LinkedIn
    Slideshare
    Mentors
  • Table of Contents
    Summary of Promotion Opportunities to leverage for your program
    SAP Community Network
    Orchestrated Social Media channels
    SAP Community Network opportunities
    How to engage on SAP Community Network– Blogs, Forums, Wikis
    Content Placement & Submission: Newsletters, Community Homepages & Banners
    Blogs, Forums & Wikis: Guidelines & Resources
    Social Media Opportunities
    SAP Community Network’s social media extensions
    Social Media channels – Examples & Content Suggestions
    Social Media Content Submission Guidelines
    How to Plan and Submit to Community Marketing Team
    Content Planning Framework
    How to Submit to Community Marketing Team
    Deadlines & Important links
  • SAP Community Network: Hosted CommunitiesPromotion Opportunities: Blogs, Banners & Events
    Homepage – BPX, SDN, BOC
    Lead Homepage Feature
    Event/webcast mention in events section
    Featured Blog on Homepage
    Featured Blog on Homepage
    Banners
  • SAP Community Network: NewslettersPromotion Opportunities:Featured Blogs, Promotional Items
    Featured blogs
    Promotional items
  • add
    SAP Community Network on Social MediaSocial Media Channels
    Vibrant, orchestrated platforms that reinforce and extend community reach and build
    Social Architecture of SCN
    Twitter
    4,100 followers
    Facebook
    14,930 likes
    What can be promoted via social media?
    Events, videos & webcasts via Facebook
    Events, videos, webcasts and other short bursts of information(links, reports, demos etc) via Twitter
    Videos on YouTube*
    Announcements, Trainings, demos and career related info on LinkedIn
    Presentations on Slideshare*
    Slideshare
    SAP Community Network
    LinkedIn
    4,960 Members
    YouTube
    38,800 channel views
    *YouTube, Slideshare is a place for content creation – i.e; uploading videos for promotion via FB, Twitter & LI
  • Table of Contents
    Summary of Promotion Opportunities to leverage for your program
    SAP Community Network
    Orchestrated Social Media channels
    SAP Community Network opportunities
    How to engage on SAP Community Network– Blogs, Forums, Wikis
    Content Placement & Submission: Newsletters, Community Homepages & Banners
    Blogs, Forums & Wikis: Guidelines & Resources
    Social Media Opportunities
    SAP Community Network’s social media extensions
    Social Media channels – Examples & Content Suggestions
    Social Media Content Submission Guidelines
    How to Plan and Submit to Community Marketing Team
    Content Planning Framework
    How to Submit to Community Marketing Team
    Deadlines & Important links
  • Engaging on SAP Community Network through Forums, Wikis and Blogs
    • Blogs are the next most popular way of engaging with the community
    • Blogs go beyond promotional messages and builda following and nurtureconversations around a topic
    • Blogs offer wide reach and promotional opportunities across SAP Community Network via feature opportunities in the community newsletters, homepages, banners & social media
    • Forums are the most popular way of engaging with the community
    • Forums serve as a knowledge pool for the community where discussions are nurtured and questions are answered by community members
    • SCN Wikis allow community members to collaborate on SCN across various topics. SCN Wiki is a collection of collaborative ‘workspaces’ containing up-to-date how-to guides, step-by-step instructions and rich variety of content
    Community members and Partners can build credibility/points by engaging in the communities
    *More about blogs & blogging resources
  • SAP Community Network NewslettersContent Placement and Submission Guidelines
    Newsletter Audiences
    • Community Newsletters: published biweekly (or bimonthly) and reach approx 950K subscribers
    • SDN (392K ) – offers deep technical content and expertise related to SAP products and topics
    • BPX (278K ) – connects SAP customers, business analysts, consultants, and SAP internal experts
    • BOC (278K) – a network connecting the SAP BusinessObjects Business Intelligence (BI) client solutions and applications
    • NL Featured blogs: Submit blogs from your content areas
    • NL Promotional features: Submit short promotional messages on blogs, upcoming events or other assets such as demos/eLearning/Whitepapers
    Featured blogs
    Content submission guidelines for Newsletter :
    • Select a milestone piece of content that warrants feature in the newsletters. Space is limited, so content must be important enough to warrant a feature
    • To submit a promotional item: Provide abstract of < 25 words + bit.ly links of assets for tracking purposes
    • Submissions have to be made AT LEAST 2 weeks prior to the publication date
    Promotional items
  • SAP Community Network Homepage FeaturesContent Placement and Submission Guidelines
    Homepage Audiences
    • Homepages : Refreshed every Friday afternoon PST
    • Community blogs: Submit blogs from your content areas as blog feature
    • SAP Spotlight: Submit short promotional message for blogs, webcasts, whitepapers, key note speeches or important events to be promoted as SAP Spotlight
    • Events: Submit blogs/very short promotional message for promoting an upcoming event on homepage
    • Banners: Submit short message that can be used to promote events across SCN
    Community Blog
    SAP Spot light
    Banners
    Content submission guidelines for Homepage:
    • Select a milestone piece of content that warrants feature on the homepages. Space is limited, so content must be important enough to warrant a feature
    • A short description of 25 - 50 words + bit.ly links for tacking purposes (for Banners: <10 words + Target bit.ly url + call to action)
    • Submissions must be received by the previous Tuesday noon Pacific time to be considered for that homepage update (homepage refreshes on Friday)
    Events
  • Banner Audiences
    • What is a Banner: Short promotional message (<10 words), including a call for action placed on SCN sites. Banner can be viewed on every page of SCN
    • Banners update every Monday and typically run for 2 weeks
    Content submission guidelines for Banners:
    • Promotional text (<10 words) including a call for action
    • Target URL
    • If submitting a ready made banner, specs are 236x70 pixels + <3 lines of text including a call for action + in .jpg or.gif format
    • Allow 3-5 business days lead time for preparation of banners
    Sample Banners
    Banners
    SAP Community Network Banners Content Placement and Submission Guidelines
    Banner prepared by SAP Community Network
    Banner submitted to SAP Community Network
  • Blogging on SAP Community NetworkBlogging guidelines & resources
    While writing blogs about an event or a webcast:
    • Talk about the objective of the webcast
    • Include links of videos/docs/whitepapers that you’d like to showcase in connection with the blog/webcast
    • Include event info such as location, dates and if a webcast, include webcast info such as Presenters, their bio etc
    Blogging Resources:
    • For more on blogging refer: Blogging 101 (see excerpts below)
    • Examples of good blogs (http://www.sdn.sap.com/irj/scn/weblogs?blog=/pub/wlg/15369 and http://www.sdn.sap.com/irj/scn/weblogs?blog=/pub/wlg/12666)
    • Example of a good blog series https://wiki.sdn.sap.com/wiki/display/profile/Tony+de+Thomasis 
    Blogging
    • What is a Blog? Blogs are online writing where bloggers (community members) share a variety of personal experiences and insights — including theories, strategies,  and thoughts pertaining to multiple blog categories all related to SAP subjects.
    • Tone: sharing information, experiences, thought leadership and informative as against sales and marketing tone.
    • Becoming an SCN blogger: First, register on SCN and create a blogger profile. Second, start blogging!
    • Quality Control:
    • Ensure the links embedded in the blogs lead to publicly accessible sites for most of the community falls under SAP External
    • Tag the blogs appropriately according to topic/solution area for it to show in the right places under SCN Navigation
  • Blogging – Getting StartedHow to create a blogger profile
    1
    Register on Sap Community Network
    2
    Create a Blogger Profile
    Blogger Profile Creation page
    3
    Name & Short Bio
    3
    Bloggers home page view
    Including a short bio in the blogging profile helps people identify you
  • Forums & Wikis on SAP Community Network Resources and Guidelines
    • Forums allow community members to post questions, discuss and exchange SAP topic oriented knowledge. Moreover, through the SCN forums members enjoy professional and social global networking
    • Learn more about SCN Forums:
    • http://wiki.sdn.sap.com/wiki/display/SCNGUIDE/Forums
    • Full range of SAP Products and topic based Forums: https://forums.sdn.sap.com/index.jspa
    • WIKI is a collaborative website frequently updated by the SCN members in relation to multiple SAP topics .Containing up to date how-to-guides, step by step instructions and rich variety of contents
    • Learn more about SCN Wiki:
    • http://wiki.sdn.sap.com/wiki/display/SCNGUIDE/Wiki
    • https://wiki.sdn.sap.com/wiki/display/HOME/Wiki+FAQ
  • Table of Contents
    Summary of Promotion Opportunities to leverage for your program
    SAP Community Network
    Orchestrated Social Media channels
    SAP Community Network opportunities
    How to engage on SAP Community Network– Blogs, Forums, Wikis
    Content Placement & Submission: Newsletters, Community Homepages & Banners
    Blogs, Forums & Wikis: Guidelines & Resources
    Social Media Opportunities
    SAP Community Network’s social media extensions
    Social Media channels – Examples & Content Suggestions
    Social Media Content Submission Guidelines
    How to Plan and Submit to Community Marketing Team
    Content Planning Framework
    How to Submit to Community Marketing Team
    Deadlines & Important links
  • add
    SAP Community Network on Social MediaSocial Media Channels
    Vibrant, orchestrated platforms that reinforce and extend community reach and build
    Social Architecture of SCN
    Twitter
    4,100 followers
    Facebook
    14,930 likes
    What can be promoted via social media?
    Events, videos & webcasts via Facebook
    Events, videos, webcasts and other short bursts of information(links, reports, demos etc) via Twitter
    Videos on YouTube*
    Announcements, Trainings, demos and career related info on LinkedIn
    Presentations on Slideshare*
    Slideshare
    SAP Community Network
    LinkedIn
    4,960 Members
    YouTube
    38,800 channel views
    *YouTube, Slideshare is a place for content creation – i.e; uploading videos for promotion via FB, Twitter & LI
  • Opportunities on Social MediaExamples & Content Suggestions
    Twitter is the primary tool for amplification of messages for SCN. Twitter is to be used for news/content of relevance to our audience.
    • SAP community and events
    • SAP products and technology (new products, releases etc)
    • SAP company news
    Webcast Announcement
    Post about Blog on SCN
    Facebook is best for sharing content where we want commentary and opinion to generate excitement and discussion. Post professional, substantive updates to the Wall, and ask questions to help spark conversation.
    • Multimedia content photos, videos)
    • SAP events
    • SAP company news
    • Relevant speeches, speaking engagements
    • SAP Products
    • Try to ask a question
    SCN-IBM Partnership on Twitter
    Webcast Announcement
    SAP Product launch campaign/event
  • Opportunities on Social MediaExamples & Content Suggestions
    LinkedIn is a tertiary site for SCN amplification. It is most valuable for career and education-related news and resources. Posts should be professional, substantive, and conversational.
    Short announcements, career related info
    Videos, playlists of testimonials, events, press release, products, etc
    SlideShare is an increasingly common place to share presentations. Ex: Conference presentations, product demonstrations, or case studies in official SAP format .
    YouTube is the site for engaging and entertaining videos created by SAP Community team and members, SAP product teams, SAP TV, SAP events. It is the place to host videos that we reference elsewhere
    External Presentations in SAP format
  • Submission guidelines
    Submit “red thread”/key message(s) summarizing the promotion effort. It should adhere to the following character length limitations:
    Twitter: 140 characters including url(s)
    Facebook & LinkedIn: 20-50 words + url(s)
    Bit.ly urls for assets to be promoted
    blogs, webcast landing page, event landing page, training url etc.
    Call to action: (join us, view recording, question for audience, register here, etc.)
    SEO: Use appropriate key words such as SAP, SAP Business Objects, ALM & include appropriate tags such as #sapteched, #sapcrm or #crmwebcastseries etc. for twitter messages
    Videos for YouTube need to be <10 min. Break the video into multiple parts of <10 min if required.
    Quality Control
    Ensure embedded urls work & lead to public sites
    Monitoring & Tracking:
    Bit.lys: Put the bit.ly url in your browser and add “+” i.e. bitly.com/slkjdf+ to see the click throughs of that link. *You can find out the click-throughs of any bitly using that method.
    Content Planning for Social MediaContent Submission Guidelines
  • Table of Contents
    Summary of Promotion Opportunities to leverage for your program
    SAP Community Network
    Orchestrated Social Media channels
    SAP Community Network opportunities
    How to engage on SAP Community Network– Blogs, Forums, Wikis
    Content Placement & Submission: Newsletters, Community Homepages & Banners
    Blogs, Forums & Wikis: Guidelines & Resources
    Social Media Opportunities
    SAP Community Network’s social media extensions
    Social Media channels – Examples & Content Suggestions
    Social Media Content Submission Guidelines
    How to Plan and Submit to Community Marketing Team
    Content Planning Framework
    How to Submit to Community Marketing Team
    Deadlines & Important links
  • Content Planning for SAP Community NetworkThree Step Planning Process
    Curation
    Cadence
    Content
    1
    2
    3
    Plan and provide content for promotion on SAP Community Network and Social Media extensions
    Consider SCN editorial calendar to plan for orchestrated messages & monitor flow and engagement
    We work with you in content curation & take the best approach based on content, timeframe etc.
    • Select the best content: interactive, engaging: not sales or marketing collateral, relevant to the community. We will help
    • Tone: Share experiences, thoughts & opinions about SAP solutions
    • Enhance message: link to publicly available assets, related blogs, videos , press releases, trainings, whitepapers etc.
    • Quality control: Ensure links to the assets work and are publicly available (not internal)
    • Plan compelling content*
    • Who will provide content?
    • What is the “red thread”/ message & context?
    • When will it launch?
    • Relevant content; Engaging and interactive such as:
    • Videos
    • Blogs
    • Webcasts, Podcasts
    • eLearning, Demos
    • Frequency of communication
    • Editorial calendar for planning content
    • Orchestrated messaging across SAP Community Network & amplification through social media
    • Ensure regular flow to maintain interest
    • Tracking/Monitoring
    *Compelling content = Thought leadership pieces, thoughtful engaging pieces of value to the community.
    *Content of sales/marketing nature or content that is not relevant to SAP Community Network members will not be supported.
  • How to Plan & Submit to Community Marketing
    • Content submission guidelines for:
    • Newsletters
    • Homepages
    • Banners (SCN wide)
    • Social Media channels
    • Submit promotion requests via email containing
    • Key message to be promoted (adhering to submission guidelines above)
    • Links (preferably bit.ly links)
    • Time of launch/promotion
    to rashmi.manda@sap.com or rajshree.jani@sap.com
  • Thank you!