Grow your community for member benefit & business value by mark yolton
BlogWell San Francisco Case Study: SAP, presented by Mark Yolton
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Transcript of BlogWell San Francisco Case Study: SAP, presented by Mark Yolton
Mark YoltonSAP
8 Years In: Elements of a Maturing Practice
®
How Big Brands Use Social Media
San Francisco | June 20, 2011
8 Years In: Elements of a Maturing Practice The SAP Community Network
Mark Yolton
Senior Vice President | SAP
© 2011 SAP AG. All rights reserved. 2
For Today...
SAP Community Network
Models & Methodologies
Metrics & Measures
Observations & Discussion
© 2011 SAP AG. All rights reserved. 3
Run Better with SAP – Leader in Enterprise SoftwareWe Help Organizations Do What They Do... Better
170,000customers
53,000Employees
25Industries
Number 1 Enterprise Applications
Business Analytics
Enterprise Mobililty
SME
© 2011 SAP AG. All rights reserved. 4
A Network of Communities & Assets SAP Community Network (SCN)
Customers
© 2011 SAP AG. All rights reserved. 5
SAP Community: Large, Leading, and Impactful Pioneering 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
~ 4,000 posts / day in 360+ forums
~ 2 million topic threads @ 8M messages
~ 8,000 bloggers
>70% are customers/partners vs. employees
Approaching 25,000 blogs published
~ 100 SAP Mentors = top expert influencers
~ 5M email boxes / qtr via newsletters
© 2011 SAP AG. All rights reserved. 6
Tremendous Growth & Expansion SAP Community Network (SCN)
2003 2005 2009 2011
Launch:
SAP
Developer
Network
100K
Members
Forums
Blogs1M
Forum
Posts
2007
Launch:
BPX
Add
Wikis 1M
Members
Rebrand:
SCN
Launch:
Business
Objects
Community
University
Alliances
Community
Launch:
EcoHub
App Store
Career
Center
2.5M Members
1.5M UMV
>100,000
Contributors /
year
> 1M Newsletter
Subscribers
SAP Idea Place
Launch:
Code
Exchange
© 2011 SAP AG. All rights reserved. 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
to SAP customers, partners, employees,
and independent experts
S O C I A L
I N N OVAT I O N
S O C I A L
I N T E L L I G E N C E
S O C I A L
C O M M E R C E
S O C I A L
I N S I G H T
© 2011 SAP AG. All rights reserved. 8
SAP Community Network (SCN) The Social Network for SAP Professionals
SOCIAL PLATFORM
ORC HESTR ATION
EN
AB
LE
RS
S O C I A L
I N N O V A T I O N
S O C I A L
I N T E L L I G E N C E
S O C I A L
C O M M E R C E
OU
TC
OM
ES
S O C I A L
I N S I G H T
Extract intelligence
from customer
behaviors and
conversations to
equip SAP with
insight into
customer hot topics,
burning issues, and
new opportunities
Use the wisdom of
the crowd to drive
higher quality
solutions and
innovations that
better meet customer
needs and have
greater market
impact
Leverage the reach
online to drive
dramatically
increased leads
and revenues with a
focus on big plays
through targeted
campaigns
Enable customer
success through the
active sharing of
knowledge, solutions
and best practices
© 2011 SAP AG. All rights reserved. 9
Growing a Collaborative CommunityPhases of Growth
Map Audience Presence
Seed Community
Cultivate Conversations
Harvest for Impact
WHO
WHERE
NEEDS
WHY
CONTENT
VALUE
HOST
ENGAGE
ECOSYSTEM
LEADS & $$
SATISFACTION
INSIGHT
INFLUENCE
© 2011 SAP AG. All rights reserved. 10
Orchestration of Community Engagement
Curation
Source
Transform
Coach
Tag & Spotlight
Consumption
Context
Timing & Pace
Orchestration
Message
Discipline
Ride the Waves
Connections
Monitor & Respond
Identify & Leverage
Influencers
Collaboration
Drive & Leverage
Campaigns
CONTENT CADENCE CONVERSATION
3C Framework
© 2011 SAP AG. All rights reserved. 11
Broader Community Engagement Model Reach from Inside Out; Pull to the Core
=
Participate
SAP.com
Orchestrate
Influencers
Host
SAP Mentors
© 2011 SAP AG. All rights reserved. 12
Social Media & Communities – Key Task Areas
Include in
Programs &
Campaigns
Integrate with
Routes to Market
Leverage
Influencers
Attract &
Engage
Audience
Build
Community
Presence
Publish &
Curate Content
Enable Healthy
Collaboration
Build Employee
SkillsMonitor Topics &
Trends
Measure
Outcomes &
Impacts
Policies &
Governance
Manage &
Mitigate Risk
Nurture &
Evolve
Relationships
Attract &
Engage
Audience
Build
Community
Presence
Publish &
Curate Content
Enable Healthy
Collaboration
Attract &
Engage
Audience
Build
Community
Presence
Publish &
Curate Content
© 2011 SAP AG. All rights reserved. 13
Measures & MetricsAlign with Business Objectives Evolve Richness Over Time
COLLABORATIONATTRACTION
Traffic
Member Growth
Consumption
Customer Service
INFLUENCE
Nascent Maturing…
Total & Unique Visitors
Pages Viewed & Hot Topics
Total Membership & Growth
# Contributors & Influencers
# Bloggers
Forums & Thread Growth
FAQs, Content, Models, Code…
Engagement Forum posts,
blogs, wiki edits,
podcasts, video,
whitepapers…
GTM Reach
Leads
Referrals
LeadershipSelf-directed projects
InnovationProducts
Policies
Impact Priorities
Recommendations
Outside-In Product Innovations
Product Line Expansion
Policy Changes
Strategic Priority Shift
Independent Projects (CERT 5)
# Leads Influenced Sales
Cost Savings & Efficiencies
Answers Delivered w/ Quality
Speed of Resolution
Experiences Shared
Best Practices Catalogued
Referral Measurements
Content Recommendations
Current Product Adoption
© 2011 SAP AG. All rights reserved. 14
Signs of Maturing Social Business Program
Infiltrate
Programs
Inculcate
Culture
Ever-broadening scope, goals,
engagement, adoption, skills…
Permeate
Behaviors
Deep & abiding commitment to
sustain & evolve relationships
with key stakeholders at the core
Add-on to extend existing current
campaigns & programs…
© 2011 SAP AG. All rights reserved. 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
Thank You!
http://SAP.com
http://scn.sap.com
Mark Yolton | SVP
SAP Community Network
sap.com/techtour
© 2011 SAP AG. All rights reserved. 17
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®
How Big Brands Use Social Media
San Francisco | June 20, 2011