Your SlideShare is downloading. ×
Social Media Summit NY -- June 22, 2011
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Social Media Summit NY -- June 22, 2011

1,456
views

Published on

Presented at Social Media Summit event in New York City on June 22, 2011. …

Presented at Social Media Summit event in New York City on June 22, 2011.

Session abstract:
A look at the personnel: The best model for organising social media expertise at your company

Every company has different requirements when it comes to social media. So it follows that the structure of social media expertise at your company is personalised for you. Choose the right model of organisation and you have an efficient, responsive social media team that ensure you reach your goals. Get it wrong, and you expend a lot of energy for very little result.

So how do you choose which model works best? Is a ‘hub and spoke’ system correct? Or is a ‘social media silo’ better? In this session we'll discuss how you should organise your internal resources:

Find the right location: Where does your social media team live and who's in it?
Make one size fit all: Learn how to use your resources for maximum productivity.
Tune into new channels: Marketing was traditionally the focus of your social media team. Is that changing?
Get the right person for job: Discover who makes a good advocate of social media and how you to identify that person.
Achieve maximum productivity: See how to strategically allocate your resources and establish best practices.
SAP, Vice President and COO, Chip Rodgers
Adobe, Senior Social Media Strategist, Matt Rozen

Published in: Business

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,456
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
21
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. SAP Community NetworkSocial Media Summit – NYC Helmsley Plaza, June 22Chip RodgersVice President and COO | SAP Community Network
  • 2. The SAP Community NetworkWhat is it…? SAP Community Network (SCN) is the Social Network for SAP professionals (covering developers, IT professionals, business process experts, business users, business intelligence pro’s, professors and students) delivering SOCIAL SOCIAL SOCIAL SOCIAL I N N OVAT I O N COMMERCE INTELLIGENCE INSIGHT to SAP customers, partners, employees, and independent experts© 2011 SAP AG. All rights reserved. 2
  • 3. The SAP Community NetworkA Rich, Global Network of Communities and Assets SAP Community SAP Developer Network Business Process Network Expert community Business University Analytics Alliances Customers community community SAP EcoHub Mobile Live Events © 2011 SAP AG. All rights reserved. 3
  • 4. Large, Leading and ImpactfulLeadership in Social Innovation, Social Commerce and Social Intelligence > 2.5 million members strong > 200 countries and territoriesMembers ~ 20,000 new members / month ~ 1.3 million unique visitors / month Traffic > 4 million visits @ 20 million pages / month > 200,000 have contributed (ever) > 99,000 last year w/ 2,000 top contributorsContributors ~ 6,000 bloggers … 100+ SAP Mentors … ~ 4,000 posts / day in 350+ forums “SAP Community Network ~ 2 million topic threads @ 7M messages may be the most extensiveMomentum ~ 2 million monthly newsletter impressions use to date of social media by a corporation.” ~ 700+ SAP ecosystem solutions Leveraging the Talent-Driven Thousands of demos and trials delivered Organization The Aspen Institute - 2010 Impact Serving >200 countries @ all industries© 2011 SAP AG. All rights reserved. 4
  • 5. SAP TechEd16,000 Attending in Four Regions SAP’s premier technical education conference Community Events – Drives deeper and more meaningful engagement, networking Las Vegas: Shanghai: 5,500 Berlin: Bangalore: 2,000 3,900 4,500© 2011 SAP AG. All rights reserved. 5
  • 6. Community Participants & Stakeholders Holistic Business Responsibilities – SCN as OrchestratorInternal Participants Solution Management Orchestrated by SCN Product Development SAP Services  Consulting Support  AGS Marketing  Product  Outbound Features  Events Members Global Comms Wikis Forums  Customers Listen Set Speed Consume, Learn, Share  PR, AR, Internal, Pubs  Developers Web Council / WTP Prioritize  Analysts SAP Education Align Establish Direction Create Content SAP Field  Consultants Innovate Govern Coordinate RIG  Partners Establish Policy Orchestrate  Service Share Best Practices Publish  Software Take ResponsibilityExecute  TechExternal Participants Facilitate Remove Barriers  Channel Developers Thought Leadership Operate  Other Business Analysts Advocate  Influencers Report Writers Feedback  Prospects Independent Consultants Service Partners Software Partners Technology Partners Community Articles Mentors / Contributors Bloggers eLearning Analysts Social Media Experts Blogs Downloads Media / Press Conference Organizers © 2011 SAP AG. All rights reserved. IT Platform / Infrastructure 6
  • 7. SAP Community Network Reputation SystemIncentives to Encourage Quality Contributions Contribution Points  Active Contributor badges (bronze, silver, gold, platinum)  Topic Leaders: contributors recognized by topic  Active Contributors (250+ points)  Achievement Certificates  Top Contributing Companies Featured Additional Recognition  Best content featured on home pages, newsletters…  Recognition at major events – TechEd, etc. Numbers:  115,000 contributors in 2010  2,000+ Active Contributors in 2010  129 Topic Leaders  100 SAP Mentors© 2011 SAP AG. All rights reserved. 7
  • 8. SAP Mentor ProgramCommunity Engagement with a Passionate Group of Core Influencers  SAP Mentors are the top community influencers of the SAP Ecosystem  100 mentors are customers, partners or SAP employees  Top 0.0001% of SAP Community members  All are hands-on experts in an SAP product or service  Champions for SAP product roll-in and roll-out  Advisors to SAP  Represent the larger community http://sapmentors.sap.com© 2011 SAP AG. All rights reserved. 8
  • 9. Growing a Collaborative CommunityPhases of growth Map Seed Cultivate Harvest for Audience Community Conversations Impact Presence Who Why Host Satisfaction Where Content Engage Intelligence Needs Value Ecosystem Leads & $$© 2011 SAP AG. All rights reserved. 9
  • 10. Case Story: Recent Product LaunchSAP Business Intelligence 4.0 First milestone: BI/EIM 4.0 Launch Pre-During-Post Activity Early Awareness • SCN members started blogging about the BI/EIM 4.0 release several months prior to launch Training Content • 200 new eLearning tutorials on BI 4.0 were created and available on SCN a month prior to launch Educating Evangelists • SAP Mentors given early access to 4.0 demo environment to help their blogs and podcasts Launch day • Social Ambassadors Ongoing content curation • Blogs, non-technical forum, features, webcasts© 2011 SAP AG. All rights reserved. 10
  • 11. Pre-Launch BlogsBy SAP Community Members, Mentors, Influencers© 2011 SAP AG. All rights reserved. 11
  • 12. Seeding and Orchestration: Examples Twitter hashtag #BI4 SAP Community for launch with YouTube Channel (customer videos) high velocity tweet stream JP Morgan SAP Community Facebook Page CBS© 2011 SAP AG. All rights reserved. 12
  • 13. Business Intelligence 4.0 Launch – Community Results Strategic Objectives  Re-brand “BusinessObjects Community” to “Business Analytics Community”  Attract Non-technical LOB audience  Drive Leads for Business Analytics solutions Tactics: BI / EIM 4.0 Launch  Pre-Launch: - 83 blog posts generating 103,000 page views and 271 comments - 58 tweets / 7,152 clickthroughs and 399,717 impressions - 200 new eLearning tutorials with 42,000 views in first 3 months  Launch Day and Beyond: 107 tweets generating 7,242 clickthroughs - Another 150+“live” tweets from SAP Mentors - 22 new blog posts on SCN thus far - Overall 200K page views from social launch activities© 2011 SAP AG. All rights reserved. 13
  • 14. Thank You! Chip Rodgers Vice President & COO SAP Community Network http://scn.sap.com 610-203-4703 chip.rodgers@sap.com @ChipRodgers sap.com/techtour© 2011 SAP AG. All rights reserved. 14
  • 15. © 2011 SAP AG. All rights reservedNo part of this publication may be reproduced or transmitted in any form or for any purpose Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystalwithout the express permission of SAP AG. The information contained herein may be Decisions, Web Intelligence, Xcelsius, and other Business Objects products and serviceschanged without prior notice. mentioned herein as well as their respective logos are trademarks or registered trademarks of Business Objects Software Ltd. Business Objects is an SAP company.Some software products marketed by SAP AG and its distributors contain proprietarysoftware components of other software vendors. Sybase and Adaptive Server, iAnywhere, Sybase 365, SQL Anywhere, and other Sybase products and services mentioned herein as well as their respective logos are trademarks orMicrosoft, Windows, Excel, Outlook, and PowerPoint are registered trademarks of Microsoft registered trademarks of Sybase, Inc. Sybase is an SAP company.Corporation.IBM, DB2, DB2 Universal Database, System i, System i5, System p, System p5, System x, All other product and service names mentioned are the trademarks of their respectiveSystem z, System z10, System z9, z10, z9, iSeries, pSeries, xSeries, zSeries, eServer, companies. Data contained in this document serves informational purposes only. Nationalz/VM, z/OS, i5/OS, S/390, OS/390, OS/400, AS/400, S/390 Parallel Enterprise Server, product specifications may vary.PowerVM, Power Architecture, POWER6+, POWER6, POWER5+, POWER5, POWER, The information in this document is proprietary to SAP. No part of this document may beOpenPower, PowerPC, BatchPipes, BladeCenter, System Storage, GPFS, HACMP, reproduced, copied, or transmitted in any form or for any purpose without the express priorRETAIN, DB2 Connect, RACF, Redbooks, OS/2, Parallel Sysplex, MVS/ESA, AIX, written permission of SAP AG.Intelligent Miner, WebSphere, Netfinity, Tivoli and Informix are trademarks or registered This document is a preliminary version and not subject to your license agreement or anytrademarks of IBM Corporation. other agreement with SAP. This document contains only intended strategies, developments,Linux is the registered trademark of Linus Torvalds in the U.S. and other countries. and functionalities of the SAP® product and is not intended to be binding upon SAP to any particular course of business, product strategy, and/or development. Please note that thisAdobe, the Adobe logo, Acrobat, PostScript, and Reader are either trademarks or document is subject to change and may be changed by SAP at any time without notice.registered trademarks of Adobe Systems Incorporated in the United States and/or othercountries. SAP assumes no responsibility for errors or omissions in this document. SAP does notOracle is a registered trademark of Oracle Corporation. warrant the accuracy or completeness of the information, text, graphics, links, or other items contained within this material. This document is provided without a warranty of any kind,UNIX, X/Open, OSF/1, and Motif are registered trademarks of the Open Group. either express or implied, including but not limited to the implied warranties ofCitrix, ICA, Program Neighborhood, MetaFrame, WinFrame, VideoFrame, and MultiWin are merchantability, fitness for a particular purpose, or non-infringement.trademarks or registered trademarks of Citrix Systems, Inc. SAP shall have no liability for damages of any kind including without limitation direct,HTML, XML, XHTML and W3C are trademarks or registered trademarks of W3C®, World special, indirect, or consequential damages that may result from the use of these materials.Wide Web Consortium, Massachusetts Institute of Technology. This limitation shall not apply in cases of intent or gross negligence.Java is a registered trademark of Sun Microsystems, Inc. The statutory liability for personal injury and defective products is not affected. SAP has no control over the information that you may access through the use of hot links contained inJavaScript is a registered trademark of Sun Microsystems, Inc., used under license for these materials and does not endorse your use of third-party Web pages nor provide anytechnology invented and implemented by Netscape. warranty whatsoever relating to third-party Web pages.SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP BusinessObjects Explorer,StreamWork, and other SAP products and services mentioned herein as well as theirrespective logos are trademarks or registered trademarks of SAP AG in Germany and othercountries. © 2011 SAP AG. All rights reserved. 15