Social Media Summit NY -- June 22, 2011


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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

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Social Media Summit NY -- June 22, 2011

  1. 1. SAP Community NetworkSocial Media Summit – NYC Helmsley Plaza, June 22Chip RodgersVice President and COO | SAP Community Network
  2. 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. 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. 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. 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. 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. 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. 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© 2011 SAP AG. All rights reserved. 8
  9. 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. 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. 11. Pre-Launch BlogsBy SAP Community Members, Mentors, Influencers© 2011 SAP AG. All rights reserved. 11
  12. 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. 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. 14. Thank You! Chip Rodgers Vice President & COO SAP Community Network 610-203-4703 @ChipRodgers© 2011 SAP AG. All rights reserved. 14
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