Driving the Social Business Future
 

Driving the Social Business Future

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Learn how SAP engages through social business and discover how SAP uses the power of online communities.

Learn how SAP engages through social business and discover how SAP uses the power of online communities.

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  • Some things are 1) run on the community (hosted properties). 2) Some are orchestrated properties FB, etc. and 3) Forbes.com and other social channels.Here are the sites being considered for ad placement:Forbes.com (Business, Technology, Leadership sections of the site)BNET.com (Leadership, Moneywatch sections)CBSinteractive.com network (Finance, Healthcare and Retail industries)CNNMoney.com (Homepage, Business, Technology sections)TheStreet.comCFO.com
  • We have captured the process we inherently follow when we build community – and put a framework around it, so we can share it with others. This process is part of our DNA.Map Audience Presence – its important to define who the community is targeting to ensure the right tone – and to reach your targets where they already gather online.Define AudienceUnderstand Audience BehaviorDevelop Community Conversation MapDevelop Engagement PlanSeed Community – here we examine conversations we’re already having with our target, and define the ideal state – why they’d engage, for what content, to derive what value?Audit Current StatePlan Future StateDefine Red Thread & ContentInitiate Community SeedingCultivate Conversations – the best community conversations have very little company content and lots of participation from customers, partners and topic experts. Our role is to identify these influencers and ensure conversations are flowingCurate ContentFind and Leverage InfluencersMonitor, Engage, Direct QueriesHarvest for Impact – we integrate lead generation into the process by hosting thought leadership webcasts intended to inform and not sell. Our community regards us as a trusted source of information. By registering for a webcast, attendees indicate whether they are interested in follow up activity from the sales team, or not. It’s a more satisfying sales process, because it’s a two-way conversation, not one-way.Build Trust, THEN Incorporate DGCreate Webcast Calendar Plan, Execute, Measure WebcastsDeliver Leads to Field
  • We have captured the process we inherently follow when we build community – and put a framework around it, so we can share it with others. This process is part of our DNA.Map Audience Presence – its important to define who the community is targeting to ensure the right tone – and to reach your targets where they already gather online.Define AudienceUnderstand Audience BehaviorDevelop Community Conversation MapDevelop Engagement PlanSeed Community – here we examine conversations we’re already having with our target, and define the ideal state – why they’d engage, for what content, to derive what value?Audit Current StatePlan Future StateDefine Red Thread & ContentInitiate Community SeedingCultivate Conversations – the best community conversations have very little company content and lots of participation from customers, partners and topic experts. Our role is to identify these influencers and ensure conversations are flowingCurate ContentFind and Leverage InfluencersMonitor, Engage, Direct QueriesHarvest for Impact – we integrate lead generation into the process by hosting thought leadership webcasts intended to inform and not sell. Our community regards us as a trusted source of information. By registering for a webcast, attendees indicate whether they are interested in follow up activity from the sales team, or not. It’s a more satisfying sales process, because it’s a two-way conversation, not one-way.Build Trust, THEN Incorporate DGCreate Webcast Calendar Plan, Execute, Measure WebcastsDeliver Leads to Field

Driving the Social Business Future Driving the Social Business Future Presentation Transcript

  • Driving the Social Business FutureSAP Community Network
    Gail Moody-Byrd
    Senior Director | SAP
  • SAP Today
    170,000
    customers
    53,000
    employees
    25
    industries
    1,200+
    partners worldwide
    Number 1
    • Business Applications
    • Analytic Applications
    • Enterprise Mobile
    • SME
    Trading Industries
    Consumer Industries
    Financial Services
    Process Manufacturing
    DiscreteManufacturing
    Services
    PublicServices
  • Run Better We help organizations do what they do ... better
  • We All Face Extreme Business Challenges …
    Exponential rate of change
    a × 10b
    110010
    101010
    101011011
    1010
    00100001
    000101001
    Explosive growth
    Globalization
    Proliferation of devices
    Fragmentation
    Fewer resources
  • Social Business Offers Solutions
    Connect with others to find answers and insight
    Exchange information in knowledge stores and via knowledge flows
    Get just-in-time solutions to urgent business or tech challenges
    Save time and $$ by re-using or adapting solutions built, proven, recommended by trusted peers
    Build and refresh skillsin a dynamic peer learning environment for career growth
    Discover, evaluate and buy based on peer recommendations
    Increase productivity, success, quality, value by adopting shared best-practices
    Gain insight and generate net-new knowledge thru innovations
  • SAP Community Network is the
    Social Networkfor SAP professionals
    Delivering
    Social
    Innovation
    SocialIntelligence
    Social
    Commerce
    SocialInsight
    to SAP customers, partners, employees,and independent experts
  • SAP Community Network Helps Customers Run Better


    …keeps me informed…learn how things are going to work…see how they affect me...
    …helpful for questions…save project time…find solutions…
    …each and every day, solve real-life issues… find a wealth of information…
    David Hull, SAP Infrastructure Lead, The Walt Disney Company
    Faisal MehmoodBusiness Process Analyst Colgate Palmolive
    Phil Gleadhill, SAP Principal Architect,Australia Post
  • Different Levels of Community Building
    =
    Participate
    CBSMoneyWatch.com
    Forbes.com
    Orchestrate
    Hosted
    CNNMoney.com
    SAP Imperative
    TheStreet.com
    BNET.com
    SOCIAL MEDIA EXTENSIONS
    CFO.com
    CBSInteractive.com
    Influencers
    *Participate sites are examples only
  • Growing a Collaborative CommunityPhases of growth
    Map Audience Presence
    Seed Community
    Cultivate Conversations
    Harvest for Impact
    Who
    Where
    Needs
    Why
    Content
    Value
    Host
    Engage
    Ecosystem
    Leads & $$
    Satisfaction
    Intelligence
  • The Cycle of Community Build
    Set Objectives
    Identify Audience
    Seed Community
    Let the Community Talk Among Themselves
    Nurture
    Harvest for Impact
  • SAP Community Amplified With Social Media


    I think that this embrace of social networking is a great way for professionals to interact, problem solve and vent.
    Derek Loranca, Application Technical Specialist/Lead BI Developer, Aetna/Community member and SAP Mentor
    Social media is a tool for communication. The more you engage in the conversation, the more you benefit.
    David Hull, SAP Infrastructure Lead, The Walt Disney Company/ Community member and SAP Mentor
    Immediacy Reach Engagement Reputation Conversion
  • SAP Case Study: Mobility Community ExpansionBuild, Nurture, Harvest
    Build
    Nurture
    Harvest for Impact
    Thought leadership webcasts
    1,000’s of leads
    Growing % leads sourced from community (>50%)
    Drive more content curation and conversation
    Enhance mobile presence on SCN and EcoHub
  • Bringing People and Ideas TogetherFor efficiency, impact, and innovation
    Social Business
    is …
    a new way of Doing Business …
    ... a new way of
    Working
  • Thank You!scn.sap.com
    Gail Moody-Byrd| Senior Director
    SAP Community Network
    gail.moody-byrd@sap.com