Ten Tips to Grow Your Community for Member Benefit & Business Value

Grow Your Community for Member Benefit & Business Value:Ten Tips!Mark Yolton | Communities & Social Media | SAP MarketingFebruary 15, 2012

Social Media  Social Networks  Communities  Social Media – tools, technologies, and platforms ...  Social Networking (v) – the activity users engage in ...  Social Networks – formed by members who share an affinity or interest ...  Communities – well-defined online social networks that develop stronger ties, vibrant engagement, longer-term relationships, and cultural norms …© 2011 SAP AG. All rights reserved. 2

Broader Community Engagement ModelReach from Inside Out; Pull to the Core Participate Forbes.com Bloomberg Orchestrate ZD Net Host Financial Times = .com WSJ HBR TechCrunch Influencers ++ *”Participate” sites are examples only© 2011 SAP AG. All rights reserved. 4

A Multi-Year JourneyContinuous Growth and Expansion 2.8M Members Launch: 1.5M UMV Launch: Launch: EcoHub 65,000+ App Store Code Business Exchange Contributors / Launch: Objects Career year BPX Community Center ~1M Newsletter Add University Alliances Subscribers 100K Wikis 1M Community SAP Idea Place Members Members Forums Rebrand: New SCN* SCN (*Q1 2012) Blogs Launch: 1M Forum SAP Posts Developer Network 2003 2005 2007 2009 2011© 2011 SAP AG. All rights reserved. 5

1. Sharpen the Focus Avoid “everyone “everywhere” Target an audience segment One key task or portion of the entire journey A distinct demographic A single product area One un-met need One kernel of unique & differentiated value … Which they can get from no one and nowhere else© 2011 SAP AG. All rights reserved. 7

2. Think Small  Offer unique value  Unusual, additive, one-of-a-kind  Content  Connectedness  Insight  Get service and support  Share their experiences  An outlet to vent  Offer inbound ideas and suggestions© 2011 SAP AG. All rights reserved. 8

3. Build to Critical Mass There’s power in numbers “Big Enough” to generate and sustain conversations over time Depth and diversity of views Aggregate vs. splinter thru sub-segmentation Later break-off sub-topics as they grow and bulge Reach across to adjacent communities or similar interests© 2011 SAP AG. All rights reserved. 9

4. Get Newbies Productive Quickly One chance at a first impression Capture their attention quickly or lose them (forever) “Butt” Welcoming First steps Habit-forming reminders (push) Curve: Kathy Sierra© 2011 SAP AG. All rights reserved. 10

5. Create Your Community Culture Enlist members to define the boundaries Quality standards Expectations of behavior Appropriate content and topics Good taste Value Rely on community to patrol, self-police, alert Provide enforcement© 2011 SAP AG. All rights reserved. 11

6. Make it Easy Build ease-of-sharing and collaboration into your platform and experience Remove barriers Set the tone for acceptance Encourage active engagement and connectedness What: update, share, ask, answer, comment, connect, vote, upload, attend …© 2011 SAP AG. All rights reserved. 12

7. Get Personal Humanize: communities are people Think less about accounts or companies – even be careful with personas Photos, stories, lighthearted, playful Coffee Corners – an outlet for off-topic, ranting, sidebars Make it possible for members to control and customize their experience© 2011 SAP AG. All rights reserved. 13

8. Activate the Core 1 – 9 – 90 Focus attention on the active, engaged, influential core members (The 1%) Enable  Encourage  Identify  Leverage  Advantage  Champion Give them more: access, content, control, authority, recognition, voice, influence© 2011 SAP AG. All rights reserved. 14

9. Embrace the Quirks of Human Behavior Pop psychology + sociology + anthropology + social economics Motivations: money, power, prestige, impact … Public praise, recognition, leader boards, spotlights, access, influence, inner circle Light touch moderation = patience, forgiveness Thankfulness goes a long way…© 2011 SAP AG. All rights reserved. 15

10. Fail Forward Fast  Favor action over analysis  Learn by doing: experiment  Constantly adjust and course-correct  Seek and listen for feedback from members  Mitigate risk through a series of smaller moves vs. big leaps  Ask forgiveness, not permission© 2011 SAP AG. All rights reserved. 16

Ten Tips to Grow Your Community 1. Sharpen the focus 2. Think small 3. Build to critical mass 4. Get newbies productive fast 5. Create your own culture 6. Make it easy 7. Get personal 8. Activate the core 9. Embrace human motivations 10. Fail forward fast© 2011 SAP AG. All rights reserved. 17

Thank You!Contact information:Mark Yolton | SVPCommunities & Social MediaMark.Yolton@sap.comT: 650-687-4656

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Ten Tips to Grow Your Community for Member Benefit & Business Value

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