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BlogWell 20June2011 Mark Yolton @ SAP
 

BlogWell 20June2011 Mark Yolton @ SAP

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Presentation to BlogWell conference on June 20, 2011 in San Francisco. Mark Yolton of SAP describes lessons learned, models, patterns, and components of a maturing B2B social media and social ...

Presentation to BlogWell conference on June 20, 2011 in San Francisco. Mark Yolton of SAP describes lessons learned, models, patterns, and components of a maturing B2B social media and social networking program with the SAP Community Network.

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    BlogWell 20June2011 Mark Yolton @ SAP BlogWell 20June2011 Mark Yolton @ SAP Presentation Transcript

    • 8 Years In: Elements of a Maturing PracticeThe SAP Community NetworkMark YoltonSenior Vice President | SAP
    • For Today...  SAP Community Network  Models & Methodologies  Metrics & Measures  Observations & Discussion© 2011 SAP AG. All rights reserved. 2
    • Run Better with SAP – Leader in Enterprise SoftwareWe Help Organizations Do What They Do... Better 170,000 customers 53,000 Employees 25 Industries Number 1  Enterprise Applications  Business Analytics  Enterprise Mobililty  SME© 2011 SAP AG. All rights reserved. 3
    • A Network of Communities & AssetsSAP Community Network (SCN) Customers© 2011 SAP AG. All rights reserved. 4
    • SAP Community: Large, Leading, and ImpactfulPioneering Social Business Best-Practices > 2.5 million members strong > 200 countries and territories ~ 20,000 new members per month ~ 1.5 million unique visitors / month > 4 million total visits per month > 20 million pages consumed per month > 250,000 members have contributed knowledge and content (ever) ~ 120,000 contributors in the past year ~ 8,000 bloggers >70% are customers/partners vs. employees Approaching 25,000 blogs published ~ 4,000 posts / day in 360+ forums ~ 2 million topic threads @ 8M messages ~ 100 SAP Mentors = top expert influencers ~ 5M email boxes / qtr via newsletters© 2011 SAP AG. All rights reserved. 5
    • Tremendous Growth & ExpansionSAP Community Network (SCN) Launch: Launch: 2.5M Members Launch: EcoHub App Store Code 1.5M UMV Business Exchange Launch: Objects Career >100,000 BPX Community Center Contributors / Add University year Wikis Alliances 100K 1M > 1M Newsletter Community Members Members Subscribers Forums Rebrand: SCN SAP Idea Place Blogs Launch: 1M Forum SAP Posts Developer Network 2003 2005 2007 2009 2011© 2011 SAP AG. All rights reserved. 6
    • SCN Today… SAP Community Network (SCN) is the Social Network for SAP professionals (covering developers, IT professionals, business process experts, business users, business intelligence pros, 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. 7
    • SAP Community Network (SCN)The Social Network for SAP Professionals SOCIAL SOCIAL SOCIAL SOCIAL I N N OVAT I O N COMMERCE INTELLIGENCE INSIGHT OUTCOMES Use the wisdom of Leverage the reach Enable customer Extract intelligence the crowd to drive online to drive success through the from customer higher quality dramatically active sharing of behaviors and solutions and increased leads knowledge, solutions conversations to innovations that and revenues with a and best practices equip SAP with better meet customer focus on big plays insight into needs and have through targeted customer hot topics, greater market campaigns burning issues, and impact new opportunities ENABLERS O R C H E S T R AT I O N S O C I A L P L AT F O R M© 2011 SAP AG. All rights reserved. 8
    • Growing a Collaborative CommunityPhases of Growth Map Audience Seed Cultivate Harvest for Presence Community Conversations Impact WHO  WHY  HOST  LEADS & $$ WHERE  CONTENT  ENGAGE  SATISFACTION NEEDS  VALUE  ECOSYSTEM  INSIGHT  INFLUENCE© 2011 SAP AG. All rights reserved. 9
    • Orchestration of Community Engagement CONTENT CADENCE CONVERSATION Curation Context Connections  Source  Timing & Pace  Monitor & Respond  Transform  Orchestration  Identify & Leverage Influencers  Coach  Message Discipline  Collaboration  Tag & Spotlight  Ride the Waves  Drive & Leverage  Consumption Campaigns 3C Framework© 2011 SAP AG. All rights reserved. 10
    • Broader Community Engagement ModelReach from Inside Out; Pull to the Core Participate Orchestrate Host = SAP.com Influencers SAP Mentors© 2011 SAP AG. All rights reserved. 11
    • Social Media & Communities – Key Task Areas Include in Integrate with Leverage Programs & Routes to Market Influencers Campaigns Attract && Attract Build Nurture & Publish & Enable Healthy Engage Engage Community Evolve Curate Content Collaboration Audience Audience Presence Relationships MeasureMonitor Topics & Manage & Policies & Build Employee Outcomes & Trends Mitigate Risk Governance Skills Impacts© 2011 SAP AG. All rights reserved. 12
    • Measures & MetricsAlign with Business Objectives  Evolve Richness Over Time ATTRACTION COLLABORATION INFLUENCE  Leadership  Traffic  Engagement Self-directed projects  Forum posts,  Member Growth blogs, wiki edits,  Innovation  Consumption podcasts, video, Products Policies  Customer Service whitepapers…  GTM  Impact  Reach Priorities  Leads Recommendations  Referrals  Total & Unique Visitors  Answers Delivered w/ Quality  Outside-In Product Innovations  Pages Viewed & Hot Topics  Speed of Resolution  Product Line Expansion  Total Membership & Growth  Experiences Shared  Policy Changes  # Contributors & Influencers  Best Practices Catalogued  Strategic Priority Shift  # Bloggers  Referral Measurements  Independent Projects (CERT 5)  Forums & Thread Growth  Content Recommendations  # Leads  Influenced Sales  FAQs, Content, Models, Code…  Current Product Adoption  Cost Savings & Efficiencies Nascent Maturing…© 2011 SAP AG. All rights reserved. 13
    • Signs of Maturing Social Business Program Infiltrate  Add-on to extend existing current Programs campaigns & programs… Permeate  Ever-broadening scope, goals, Behaviors engagement, adoption, skills…  Deep & abiding commitment to Inculcate sustain & evolve relationships Culture with key stakeholders at the core© 2011 SAP AG. All rights reserved. 14
    • Parting Thoughts...  SAP gains business value & delivers a broad range of benefits to a variety of stakeholders via our social network for SAP professionals: the SAP Community Network  Over the course of ~8 years of experimentation and maturation, we spot patterns of success which we then reflect with models and develop into repeatable methodologies  Successful community management and social media engagement combines both art & science, and can be replicated by adopting and adapting what works for others  Social Business can drive… • Professional benefits -- growth, education, reputation… – to individual members • Business benefits – speed, innovation, reach, quality... – to customers and partners • Measurable value – efficiency, loyalty, top-line growth, market impact… – to SAP© 2011 SAP AG. All rights reserved. 15
    • Thank You!http://SAP.comhttp://scn.sap.comMark Yolton | SVP sap.com/techtourSAP Community NetworkMark.Yolton@sap.com
    • © 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. 17