The document discusses SAP's Community Advocacy Program and lessons learned from their SAP Mentor Initiative. It describes how SAP aims to build a tribe of advocates rather than just market to a crowd. The program involves local engagement events, community members who volunteer their time, and mentors who act as trusted advisors. The goal is to create brand loyalty and advocacy that leads to business results like increased sales. SAP mentors help shape company culture and co-invent products like SAP HANA.

1. Building Your Community Advocacy Program
Lessons learned from the SAP Mentor Initiative
Mark Finnern SAP Chief Community Evangelist & Mentor Herder

2. Community Advocacy Program!
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3. Entrepreneur and Author Seth Godin in his book Tribes
Most organizations spend their time
marketing to the crowd.
Smart organizations assemble the
tribe.*
are SAP’s Tribe
* Page 30 in Tribes. We need you to lead us.
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4. Engagement!
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5. Local Engagement: 15 SAP Inside Tracks in 2012
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6. Community Advocacy Program!
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7. Community Members who live:
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8. SAP Mentor John Astill tutors Middle Schoolers
to 2nd place at TechEd Demo Jam
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9. SAP Mentor Magic Foundation!
• Lead by Example
• Passion
• Constructive in Their Criticisms
• Inclusion
• Employees double
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10. Community Advocacy Program!
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11. Community Advocacy Program Goal: Create
…
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12. SAP Mentors as Trusted Advisors
Closing Keynote SAP Mentor Panel at SAP Australia World Tour 2011
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13. Community Advocacy Program leads to:
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14. Mentors Jamming SAP’s Culture
#suithugger Campaign Sapphire / SAP TechEd Madrid
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15. Community Advocates are :
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16. SAP Mentors: The New King Makers
Who’d have thunk:
SAP Mentors the
new King Makers
af tery
mR
by To
ure
Pict
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17. Co-CEO Jim Snabe Thanking SAP Mentors for
Co-Inventing: SAP HANA One
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18. Community Advocacy Program!
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19. More to Come ... @sapmentors
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