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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 networking program with the SAP Community Network.

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BlogWell 20June2011 Mark Yolton @ SAP

  1. 1. 8 Years In: Elements of a Maturing PracticeThe SAP Community NetworkMark YoltonSenior Vice President | SAP
  2. 2. For Today...  SAP Community Network  Models & Methodologies  Metrics & Measures  Observations & Discussion© 2011 SAP AG. All rights reserved. 2
  3. 3. 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
  4. 4. A Network of Communities & AssetsSAP Community Network (SCN) Customers© 2011 SAP AG. All rights reserved. 4
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. Broader Community Engagement ModelReach from Inside Out; Pull to the Core Participate Orchestrate Host = Influencers SAP Mentors© 2011 SAP AG. All rights reserved. 11
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. Thank You!http://SAP.com Yolton | SVP Community
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