1. Nurturing and Growing Global Communities:
The SAP Example
Mark Yolton | SVP of Digital, Social, and Communities at SAP
GSummit San Francisco 2013

2. About SAP
The world’s leading provider of enterprise application software
232,000
customers
180+
countries
65,667
employees
€16 Billion
revenue
© 2013 SAP AG. All rights reserved. 2

3. Digital, Social, and Communities at SAP
Digital Social Communities
© 2013 SAP AG. All rights reserved. 3

4. SAP Community Network (SCN)
2 million
unique visitors each month
160 million
page views in 2012
57 million
5,000+
discussion threads per day
total visits in 2012
9,200
400+ active bloggers
700+
discussion topics
46
net promoter score (NPS)
community moderators
© 2013 SAP AG. All rights reserved. 4

5. Evolution of Gamification on SCN
Launch Gamification
Gamified New SCN Module
SAP TechEd Platform
2011: Celebrate SCN 10th
Member of the Anniversary!
12 Month • Jane
McGonigal Month
SAP Rolling
Points Keynote
Top Mentor
Program • Knowledge
Contributors Quest
Annual
Points Contest Badges for
Introduced
Levels
Ask the U.N.
Experts 100K World Food
Members Program
Community
Moderation
2003 2005 2007 2009 2011 2013
© 2013 SAP AG. All rights reserved. 5

6. Why Gamification on SCN?
Activities
Original intent:
Behaviors
• Facilitate technical/platform success through
Points
collaborative problem solving Badges
• Empower the community to help each other vs. SAP
providing all the expertise Leaderboards
• Enable learning through knowledge sharing SAP Mentors
Primary Outcome:
• Use points system and other game techniques to
encourage knowledge sharing by rewarding
members
“Bonus” Outcomes:
• Members build their professional reputations
• Experts & thought leaders are easily identified Knowledge, Reputation
and Recognition
© 2013 SAP AG. All rights reserved. 6

7. Rewards and Recognition on SCN in 2012
Badges for Contribution Member of the Month
Quality Content
Recognition at Live Events Featured on SCN
© 2013 SAP AG. All rights reserved. 7

8. Why Implement a Modern Gamification Module?
Challenge Opportunity Desired Outcomes
Declining visitor Encourage participation by
engagement making it easier, fun and A more fun, exciting,
valuable to connect with dynamic community
others
Increased quality and
Members overly focused Introduce missions that focus quantity of contributions
on points - quantity over on community behaviors and from both active
quality recognize quality and value members and “standby
observers”
Improved reputation
Some members cheating Design missions that highlight information; Easier
to get points engagement and provide identification of topic
visual badges (vs. just total experts
points)
© 2013 SAP AG. All rights reserved. 8

9. New and Improved Gamification to Increase Engagement
(1 of 2)
Badges
• Based on Missions • More status levels to • Detailed “Reputation Tab” in
• 20+ Badges at launch demonstrate attainable each member’s profile
• System recommends progress • How you rank vs. your
“Next Mission” to reach connections
next level
*Screenshots subject to change
© 2013 SAP AG. All rights reserved. 9

10. Example Missions
Explore Engage Create Influence
*Screenshots subject to change
© 2013 SAP AG. All rights reserved. 10

11. New and Improved Gamification to Increase Engagement
(2 of 2)
Maslow’s Hierarchy of Needs
Altruism
Self
Expression
Healthy
Competition
Recognition
Collaboration
Onboarding
© 2013 SAP AG. All rights reserved. 11

12. Key Learnings
n Know your audience and what they value…focus there
n Tie your vision to business goals
n Involve community members in the process
n Give your project team time and “space” to experiment and evolve together
n Leverage Design Thinking approaches (“audience-in”)
n Have an open mind to changing the status quo
n Inject playfulness!
© 2013 SAP AG. All rights reserved. 12

13. Game On!

14. Thank you
Mark Yolton
SVP, Digital, Social, and Communities http://linkedin.com/in/markyolton
SAP Marketing mark.yolton@sap.com
www.sap.com
@markyolton
http://scn.sap.com