Marilyn Pratt - Financial Services
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How SAP launched an online community to collaborate more efficiently on International Financial Reporting Standards Marilyn Pratt - Community Evangelist & Business Process Expert Community Advocate, SAP
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Marilyn Pratt - Financial Services
- 1. How to Kill an Online IFRS Community (in 10 easy steps) Marilyn Pratt SAP Community Evangelist
- 2. What is a Community Evangelist? The Rantings of an American Evangelist in London - Eric Ploen on Flickr http://www.flickr.com/photos/eaploen/158806079/
- 3. What is a Community Mentor?
- 4. SAP Mentor in Action
- 7. The Cantons
- 8. The Canton of BPX?
- 9. The Gemeinde of IFRS?
- 10. The Gemeinde of Banking?
- 11. The Volksinitiave of IFRS
- 13. Exclude Users from Design Process Source: http://www.customerthink.com/blog/how_to_kill_an_online_community_in_10_easy_steps
- 14. Clutter your Community with Bells and Whistles Picture Source: http://www.flickr.com/photos/19622677@N02/3718037098 Source: http://www.customerthink.com/blog/how_to_kill_an_online_community_in_10_easy_steps
- 15. Clutter your Community with Bells and Whistles Picture Source: http://www.flickr.com/photos/davidking/2584489931/ Source: http://www.customerthink.com/blog/how_to_kill_an_online_community_in_10_easy_steps
- 16. Populate Community with Participants (but starve it of contents) Picture Source: http://filipspagnoli.wordpress.com/2009/03/03/overpopulation-and-the-tsunami-of-the-poor/ Source: http://www.customerthink.com/blog/how_to_kill_an_online_community_in_10_easy_steps
- 17. Eliminate Engagement Techniques Picture Source: http://www.flickr.com/photos/oter/3560209936/ Source: http://www.customerthink.com/blog/how_to_kill_an_online_community_in_10_easy_steps
- 18. Assume Size is THE Critical Differentiator Picture Source: http://www.flickr.com/photos/klm_digital_snaps/560648054/ http://www.flickr.com/photos/snapeverything/814651925/ Source: http://www.customerthink.com/blog/how_to_kill_an_online_community_in_10_easy_steps
- 19. Monetize the Community at Every Opportunity Picture Source: http://www.flickr.com/photos/doughaslam/3101051654/ Source: http://www.customerthink.com/blog/how_to_kill_an_online_community_in_10_easy_steps
- 20. Ecohub and IFRS Contents
- 21. Throw Just Anyone in to Moderate Picture Source: http://www.flickr.com/photos/thomashawk/387971417 Source: http://www.customerthink.com/blog/how_to_kill_an_online_community_in_10_easy_steps
- 22. IFRS Q&A in Wiki
- 23. Withhold any Form of Federated Information Syndication and Subscription Make me visit your site and reload the page constantly to see if there’s anything new Make me visit your site and reload the page constantly to see if there’s anything new Make me visit your site and reload the page constantly to see if there’s anything new Source: http://www.customerthink.com/blog/how_to_kill_an_online_community_in_10_easy_steps
- 24. RSS Feeds
- 25. Ignore Community Feedback Picture Sourece: http://i.ehow.com/images/GlobalPhoto/Articles/2221437/icanthearyou-main_Full.jpg Source: http://www.customerthink.com/blog/how_to_kill_an_online_community_in_10_easy_steps
- 26. Measure Meaningless Metrics Source: http://www.flickr.com/photos/thetruthabout/2763078149/
- 27. Google Analytics For sdn.sap.com
- 28. Google Analytics for IFRS
- 30. How to Kill an Online IFRS Community (in 10 easy steps) Marilyn Pratt SAP Community Advocate
Editor's Notes
- Had I been unwittingly doing what evangelists are wont to do? Was I preaching Gospel- Were my attempts to create (never mind lead), a Business Process Expet community more like rants, or broadcast messages. Was I trying to evangelize a movement or really trying to serve an already existing community. I began to see evangelist as someone with questions rather than as someone with all the answers
- Is a special status given to high-value members of the SAP Developer Network, Business Process Expert community, and BusinessObjects communities. Most are from customers and partners, all of them are hands-on experts with an SAP product or service. All of them have proven community spirit and a following within SAP Community Network. Learn more. 2009 facts at a glance: Ran 51 webinars Introduced 14 new mentors 76 total mentors 44 attending SAP TechEd Phoenix
- “ There are many advantages that can be gained from a business setting up its own community – they can increase customer intimacy, accelerate new product ideas, generate revenue, surface trends that can be used to launch new service offerings, and most importantly, when built right, they can create a business ecosystem of trust so that the clients or affiliates keep the company top-of mind year round as a trusted source, and not just interact with them at the point of sale. “ Vanessa DiMauro Source: http ://blog.emoderation.com/2009/10/building-b2b-communities-interview-with.html In 1801 Pestalozzi gave an exposition of his ideas on education in the book How Gertrude Teaches Her Children . His method is to proceed from the easier to the more difficult. To begin with observation, to pass from observation to consciousness, and then from consciousness to speech. Then come measuring, drawing, writing, numbers, and reckoning. In 1799 he was able to establish a school at Burgdorf , where he remained until 1804. In 1802, he went as deputy to Paris , and did his best to interest Napoleon in a scheme of national education; but the great conqueror said that he could not trouble himself about the alphabet (see also: Philipp Albert Stapfer ). He did not believe in corporal punishment or rote memorization for instructional purposes. He once stated, "The role of the educator is to teach children, not subjects." http://en.wikipedia.org/wiki/Johann_Heinrich_Pestalozzi
- Vanessa DiMauro Launch your community without a beta group . Do not involve users in the design of the community under the auspices that you know better than they do what they want. Just design the features and functions without them and assume they will like it. http://blogs.bnet.com/harvard/?p=863 Loyal Customer Paradox
- Throw feature-spaghetti at the wall and hope something sticks. Add as many new and cool features to your (business) community and clutter it with bells and whistles. Business people love to learn lots of new tools (not).
- Throw feature-spaghetti at the wall and hope something sticks. Add as many new and cool features to your (business) community and clutter it with bells and whistles. Business people love to learn lots of new tools (not).
- Don't "feed" your community once it is open. Fill it with people by marketing the heck out of it and just see where things go. Assume the members will do all the work from the start and they don't need content or assistance after they have joined. Anyone can contribute to the blogs, discussion forums, and wikis on the SCN site — and 5,000 bloggers do. Two-thirds of contributors represent customers, thought leaders, analysts, and partners from the broader SAP ecosystem. Yolton explained, “Five thousand people have the keys to the blogging system on SCN. That’s one way to scale — by involving the community very actively.” To encourage activity and engagement, SAP has a reward point Contributor Recognition Program that awards points for specific activities, such as maintaining a blog, responding to forum questions, or adding to a wiki page.6 Why would anyone care about the points? Because to the system communicates the reputation of each developer, vendor, partner, or thought leader as an expert — and can help secure a job, contract, and sale.
- Don't use off-line outreach and engagement techniques. Just wait for people to post messages and then moderate them without endeavoring to engage people behind the scenes to help them post messages and participate. Support engagement as an extension of the company culture. One of the newest channels SAP is using is Twitter.com/saplistens, a channel where SAP invites consumers to “Talk with us. We want to learn.” Yolton emphasized that this reflects the overall culture of the company, one that values the ability to listen well. While Yolton can’t yet prove a measurable causal relationship between customer engagement and the company’s financial performance, he believes there is a correlation. “It’s more like branding — our activities reflect an attitude of the company that is more engaged, a company that values the opinions and viewpoints of the many different voices of customers and suppliers. If we can make our customers more successful, then they will buy more products and services.”
- Assume size is THE critical differentiator. Fill your community with anyone and everyone regardless of their role or function. If they have a pulse they are welcome and it doesn't matter if there is a cohesive goal for the group to collaborate.
- Try to monetize the community at every opportunity. People like to be badgered with micro-payments and teasers when they are in a community setting. Abandon a business strategy or never develop one and just give people lots of opportunity to pay for access and content at every turn.
- Hire any staff who are on-the-bench to moderate the community. Any underutilized employee will do regardless of whether they have the expertise to facilitate knowledge-sharing or not. Heck, this will give them something to do.
- Don't have a newsletter or steady, predictable communication to members. Assume they will want to visit your community during their busy work day and remember to do so independently.
- Don't evolve the community based on member feedback and suggestions. Believe when you launch the community your work is done. Go tell your investors and executive team the community mission is accomplished as soon as the site is up and running and don't look back.
- Measure meaningless metrics that make you look good. Number of posts (include all those "me too" messages to bump up your numbers), number of members (regardless of their engagement or visit frequency) all can make you look good with out ever really surfacing whether the community serves your business and customers well.