SAP Community Network Presentation for Community Rountable
 

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SAP Community Network Presentation for Community Rountable

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This was presented by Gail Moody-Byrd, Director of Marketing for the SAP Community Network, on October 6, 2010 to the Community Roundtable.

This was presented by Gail Moody-Byrd, Director of Marketing for the SAP Community Network, on October 6, 2010 to the Community Roundtable.

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  • SAP Community Network is SAP’s professional social network, providing orchestrated connections to our community of SAP customers, partners, employees and experts. The SAP Community Network provides a solution to help navigate the complexity of information flow. It elevates the most important, most valuable sources of information for SAP customers and partners. It addresses the needs of multiple roles in an organization – developers, business process experts, business users and professors and students. They can “explore-engage-innovate” in the community. [Words/terms in the tag cloud expand on explore, engage, innovate if the speaker has time to elaborate.]
  • Various communities serve a diverse audience, from individuals to companies, from technical to business
  • AWARENESS - Increase awareness of SCN – for free!  IMMEDIACY – Instantaneous dissemination of information  REACH - Broaden audience to those not aware of SCN, but in SAP ecosystem, and enable them to maintain a connection to SCN that increases likelihood of conversion ENGAGEMENT - Connect with community on engaging platforms that invite response  REPUTATION - Enhance reputation as leader in social media  CONVERSION – Convert newly-reached audience to SCN active contributor 

SAP Community Network Presentation for Community Rountable Presentation Transcript

  • 1. Gail Moody-Byrd
    Sr. Director, SAP Global Ecosystem Marketing, Communities
    October, 2010
    Next-Gen Community Marketing with SAP Community NetworkCommunity Roundtable
  • 2. Key Discussion Points
    • What does Next-Gen Community Marketing mean for SAP?
    Definition, Scope, Scale
    • Social Media as Element of Ongoing Conversation
    Approach to Community Building: 3C Framework
    Constructing our Social Architecture
    • Closing Thoughts on Next-Gen Community Marketing
    3 C‘s,Objectives, Resources
  • 3. Community & Conversation Engagement Foundational Principles
    • SAP is not THE Sun around which all conversations revolve; we are just one sun in the cosmos
    • 4. Community Conversations will sprout/thrive all over (including off-SAP); we need to engage where conversations happen
    • 5. Common Framework (3C - Content, Cadence, Conversation) essential for scale to manage and engage on/off-domain conversations (i.e. social media properties)
  • Community & Conversation GradientDiverse Engagements Using Common Framework
    LEVEL
    EXAMPLE
    EFFORT
    High
    on SCN
    on FB, Twitter
    Med
    on Forbes.com
    Low
    Manage Community Conversations Holistically Across The Spectrum of Engagement
    (Content, Cadence and Conversation Framework)
  • 6. SAP Community Network SAP’s Professional Social Network
    Developers and IT Pros
    Professors and Students
    Business Users
    Business Process Experts
    extend solution
    use
    gain insight
    learn
    discover
    Code Exchange
    Explore
    optimize
    Explore
    consume
    subscribe
    Find partner solutions
    Innovate
    Innovate
    adopt
    follow
    operate
    find
    join
    comment
    implement
    rate
    Idea Place
    converse
    search
    connect
    customize
    SAP EcoHub
    evaluate
    best practice
    Engage
    create
    Engage
    share
    ask
    participate
    people-to-people
    collaborate
    solve
  • 7. SAP Community Network
    SAP Developer Network
    Business Process Expert
    Customers, Partners
    Business Objects Community
    University Alliances Community
    EcoHub
    SAP Community Network Since 2003, Vibrant Network of Customer & Partner-Enabling Assets
    © SAP 2010 / Page 6
  • 8. SAP Community Network Team ExcelsRecognized Experts in Community Building
    SAP Community Network… may be the most extensive use to date of social media by a corporation.”
    Richard AdlerLeveraging the Talent-Driven Organization, The Aspen Institute, March 2010


    “SAP ‘s results have been impressive, not only in the scale of the creation space but in learning and performance improvements it has produced.”
    John Hagel III, John Seeley Brown, Lang DavisonThe Power of Pull, April 2010

    SAP ranks in the top ten of “the world's most valuable brands based on how they leverage social media to interact with customers.”
    Charlene Li The World’s Most Valuable Brands. Who’s Most Engaged? Altimeter, August 2009
    SAP has elevated its community development into an entirepractice…it allows the most dedicated members of its community direct access to senior management to provide feedback on products, services, and strategy.
    Chris Andrews Four Components of Successful Innovation, Forrester, April 2009

  • 9. Key Discussion Points
    • What does Next-Gen Community Marketing mean for SAP?
    Definition, Scope, Scale
    • Orchestrating Communities On SCN and Social Extensions
    Approach to Community Building: 3C Framework
    Constructing our Social Architecture
    • Closing Thoughts on Next-Gen Community Marketing
    3 C‘s,Objectives, Resources
  • 10. Orchestration of Community Engagement Content, Cadence & Conversation Framework
    CONTENT
    CONVERSATION
    CADENCE
    Content Curation
    • Source
    • 11. Transform for Communities
    • 12. Tag and spotlight
    Content Delivery
    • Seeding
    • 13. Orchestrated
    • 14. Ensure flow matches engagement
    level
    Engage & Leverage
    • Monitor & Respond
    • 15. Harness “Community Evangelist” pool
    • 16. Leverage in DG programs
    Structured Framework essential for scale
  • 17. Community Social Media Architecture 2010Network of Sites Expands Community Impact
    SCN Social Media Goals
    • Awareness - evangelize SCN
    • 18. Immediacy – real time
    • 19. Reach –broaden audience
    • 20. Engagement – connections
    • 21. Reputation - social media leader 
    • 22. Conversion – to contributor, customer 
    Facebook
    12,000 fans
    YouTube
    24,000 channel views
    Flickr
    Twitter
    3,200 followers
    SAP Community Network
    LinkedIn
    4,000 members
    Slideshare
  • 23. Community Engagement Cadence
    Multiplier Effect with New Coverage Options
    Social Media Expands the Toolkit
    COMMUNITY COVERAGE
    Content Sourcing
    SAP “Participation” Communities
    “SAP Orchestrated” Communities
    SAP Marketing teams have an expanded toolkit to engage in richer way
    • sap.com, email, telesales ++
    • 24. Webcasts, promoted socially
    • 25. Community-managed tools - articles with ratings options
    • 26. Community- managed tools - blogs, forums, wikis
    • 27. Community-orchestrated social accounts – Twitter, Facebook, LinkedIn…
    • 28. Community members as evangelists – SAP Mentors
    SDN
    Business Analytics
    BPX
    EcoHub
    sap.com
    “SAP Managed” Communities
    BOC
    COMMUNITY ENGAGEMENT OPTIONS
    Articles
    Blogs
    Forums
    Wiki
    YouTube
    Webcasts
    Ratings
    Twitter
    FB
    LinkedIn
    Slideshare
    Mentors
    DELIVERABLES
  • 29. Leveraging Next-Gen Community Build
    Strategic Intent
    Build and Harness Communities
    (of prospects, users, developers and partners) to
    amplify awareness and purchase consideration
    (to bring SAP into purchase consideration set)
    enhance demand generation
    (by enhancing lead gen and nurturing programs)
    accelerate adoption and end-user nurturing
    (via richer and proactive engagement of end-users) &
    extend market coverage
    (by enablement of developer & reseller partner community)
  • 30. Key Discussion Points
    • What does Next-Gen Community Marketing mean for SAP?
    Definition, Scope, Scale
    • Social Media as Element of Ongoing Conversation
    Approach to Community Building: 3C Framework
    Constructing our Social Architecture
    • Closing Thoughts on Next-Gen Community Marketing
    3 C‘s,Objectives, Resources
  • 31. Next-Gen Community Marketing
    Implications for Community-Based Social Media
    3 C’s Apply Whether On Domain or Off
    Be Clear on Objectives
    • Orchestrate content flow and engagement from community to social extensions and back to make experience seamless for members
    • 32. Core community platform is foundation with “social” as extensions; size may be dwarfed
    • 33. Reputation, Awareness, Engagement, not just # of followers
    • 34. Build in Demand Gen capabilities if appropriate
    Resources - Not a Part-Time Job for “Everyone”
    • Hub and spoke model manages flow across channels
    • 35. Requires dedicated staffing, oversight and tools AND training for everyone on the team
  • © SAP AG 2009. All rights reserved. / Page 15
    sap.com/techtour