1. SAP Community Network
B2B Corporate Social Media Summit – Philadelphia, Sept 29
Chip Rodgers
Vice President and COO | SAP Community Network

2. Run Better with SAP – Leader in Enterprise Software
We 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. 2

3. The SAP Community Network
What 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. 3

4. The SAP Community Network
A 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. 4

5. Large, Leading and Impactful
Leadership in Social Innovation, Social Commerce and Social Intelligence
> 2.5 million members strong
> 200 countries and territories
Members ~ 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 contributors
Contributors ~ 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 extensive
Momentum ~ 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. 5

6. SAP TechEd
19,000 Attending in Four Programs Worldwide
 SAP’s premier technical education conference
 Community Events – Drives deeper and more meaningful engagement, networking
Madrid:
Las Vegas:
6,500 4,000
Bangalore: Beijing:
6,500 2,000
© 2011 SAP AG. All rights reserved. 6

7. SAP TechEd 2011 Las Vegas
6,500 Attending with Energy, Engagement, Collaboration
© 2011 SAP AG. All rights reserved. 7

8. SAP Community Network Reputation System
Incentives 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. 8

9. SAP Mentor Program
Community 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
http://sapmentors.sap.com
© 2011 SAP AG. All rights reserved. 9

10. Mobility Case Study
SAP Community Objectives for Mobility
1. Establish SAP as the enterprise
mobility thought leader
2. Nurture community for more
relevant content and broader
participation
3. Integrate Sybase mobility
community
4. Harvest interest in mobility for
revenue impact
© 2011 SAP AG. All rights reserved. 10

11. Mobility Case Study
SAP Community Building for Mobility Topic
Build Harvest for
Nurture
Presence Impact
Thought leadership
Enhance mobile Drive more
webcasts
presence on SCN content curation
and EcoHub and conversation 1,000’s of pipeline
touches
Growing % leads sourced
from community (~20%)
© 2011 SAP AG. All rights reserved. 11

12. 1) Build Presence
Establish SAP as THE Enterprise Mobility Thought Leader
 Cultivate mobile influencers by evangelizing and building relationships
with analysts, consultants, SAP product /solutions teams
 Leverage SCN platform to engage with 2.6M member community
about Mobile strategy and products through blogs, articles, videos and
discussion forums
 Mobility Expert Relationships Cultivated
• Eric Lai | Sybase Mobility expert and ZDNet blogger (ubermobile.zdnet)
• Kevin Benedict | Mobile Technology expert and consultant
• John Appleby | Mobility Thought Leader
• Andrew Borg | Aberdeen Mobility Analyst
• Dan Ortega | Sr. Director, Product Marketing, SAP
• Milja Gillespie | Director, Mobility Strategy, SAP
• John Moy | Mobility Solutions Architect
© 2011 SAP AG. All rights reserved. 12

13. 2) Nurture
Mobile Community: Content, Conversation, Consumption
Extensive Content:
 Generated 5,900 Forum threads; 244 blogs and web pages
More Conversation:
 29,000 Forum Messages; 355 Blog Comments
 60% of contributors are non SAP employees
Higher Consumption:
 100,000+ Page views
 143% Increase in main page views over last year
 26% Increase to all mobile pages on SDN over last year
© 2011 SAP AG. All rights reserved. 13

14. 2) Nurture
SCN Mobility – Contribution Elements
Content:
Original or previously written articles,
whitepapers, presentations. Any
community member can contribute.
Community:
Blogs: community members and
SAP subject matter experts
provide insights and editorial
opinion
Forums: support for technical
issues and decision-making
© 2011 SAP AG. All rights reserved. 14

15. 2) Nurture
Mobile Webcasts Expands Audience Beyond “Techies”
Titles June 15 July 12 July 21
Non 43% 47% 53%
Technical
Attendees
Director 12% 14% 15%
and Above
C Level 7% 8% ( 45) 4%
executives
LOB Sales – Retail &
16% Consumer
products-
16%
Customers 44% 37% 24%
*Since this was a strategy session across industries, most of the folks are classified as LOB
© 2011 SAP AG. All rights reserved. 15

16. 3) Harvest for Impact
SAP Mobility Insights Webcast Series
Attracted Customer / Prospect Interaction
 7 customer-facing interactive webcasts, 2,300 attending
 Speakers included SAP experts, customers, partners, and analysts
Results:
 Generated 1,330 leads into sales pipeline
 To date over $43 million deals closed from those attending
© 2011 SAP AG. All rights reserved. 16

17. Thank You!
Chip Rodgers
Vice President & COO
SAP Community Network
http://scn.sap.com
610-203-4703
chip.rodgers@sap.com
@ChipRodgers
sap.com/techtour
© 2011 SAP AG. All rights reserved. 17

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