E Business Presentation Group 9

8/8/2019 E Business Presentation Group 9

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SAP : A Company TransformsItself Through Social Media

Group 9


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Web 2.0 services :

Social networks (Youtube, Facebook, Orkut)Web-based applications (Google docs, TimeTracker)Wikis (wikipedia)Blogs, photologs or podcasts (blogger)

News promotion systems (digg, meneame)Content managers (netvibes, del.icio.us, cannotea,refworks)

Communication tools (basecamp, zohoproject, meebo)Suscription systems (bloglines, RSS Feed)

Searchers based on tags (flickr, technorati).


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HOW IS IT DIFFERENT ?

FlickrWeb2.0

Moving from Top-Down toBottom Up Approach

Source of Inspiration: Executives

Key Business Drivers: Existing assets, products, and pCustomer Involvement: Structured

Tools: Survey, focus groups, storyboards

Bottom Line: Publishing/ pushing content and knowled

Source of I

nspiration: Users

Key Business Drivers: Observations of customer ne

Customer Involvement: Spontaneous

Tools: Search, blogs, smart POS, and intranets

Bottom Line: Harnessing of collective intelligence

Double Click

Google AdSense

Picasa

Press Release

Wikipedia

PersonalWebsites

Blogging

Superbowl Ads

Page Views

Cost per click

WikisFolksonomy

t i m e

Differences in Customer

InteractionBritannicaOnline

t i m e

CorporateBlogs

Web

1.0

Web

2.0


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:SAP A Company Transforms Itself Using Social Media

Demonstrates how a companycan create a social networking platform that not only achievesits tactical goals of pushing company content to its target audience,but also broader, strategic purposes aligned with thecompanys corporate profile and brand.


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Case overview

SAP was the third largest software company in 2002Wanted to transform to a Platform Company

Key Implications

Opening its platform to the outside worldNon SAP developers would work on it to solve their

business needs

Creation of a self sustainable interactive communityGlobal collaboration Aim to develop a SAP Developer Network


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Solution Strategy

Platform to enable the proliferation of the technologyNetWeaver is the SAP foundation for Enterprise SOADesigned for flexibilitySolutions: blogger, wiki, discussion forum etc


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Evolution of SDN

Initially Now

Marketing Specific marketingmanager

Integral part of salesengagement

Discussion Forum Web page Format Collaborative posts

Active contributorsto blogs

Employees 60% non-employees( includingcustomers,consultants, and

other opinionLeaders)

Wikis for member cultivation


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BPX a second networkNatural extension of the Industry Value Networks (IVN)

ecosystemsIVN community is allowed open access to NetWeaver and

to SAP applicationsLess technical topicsCommon features:

Transparent and searchableUsers can subscribe and obtain RSS feedsAll the content is accessible to social bookmarking sitesOffered in four languages

The Future: online meetings and flash video


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As part of corporate sites, SDN and BPX do present good stuff above the fold Voluntary Blogging : relationship monitored by SAP community network staff

Key to success and growth of SDN Novel awards program

Providing answers to network questionsPublishing blogsConducting online demos

Brings in rewards in terms of Online recognition at TechED and SAPPHIRE

User obtains points by

Community Management: Maintaining and Enriching the User Experience


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Measures of Success

Parameter 2004 2006

SDN Membership 3,40,000 members 7,50,000 members

BPX Membership 0 100,000 members

Page Views 20 Million 75 Million

Active Contributors 740 3000

Unique MonthlyVisitors

100,000 550,000

Member Satisfaction2.41 / 5 4.24/5


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Offers premium contentConference video downloadsPowerPoint presentations

Business Lounge (adds areas of interest andgrowth)NewslettersRSS feeds

Alerts (by subject area)

Premium Access Zone (PAZ)

program

Powerful NetWeaver platform and MaxDB database exploits web capabilities by offering

Presence Pack creative use of online network ; customizable package oBanner advertising

Virtual and actual eventsWhite papers in online libraryTargeted bannersDownloads for Premium access users

Packages developed with help of Business Dev managers, part of community Network Team

Revenue Generation through Premium Content and Presence Packs


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User growth and other measurement of impact

When SDN was first launched, in 2003, the expectation foreventual audience size was 5,00,000 members

Customers could solve their problems within networkwithout help of Customer teams

Industry participation

University alliances


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User growth and other measurement of impact

The network itself became a brandLearning of how to make best use of social networking

Marketing platform for small business companiesOpportunity to access business applications within theecosystem


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SAP Sets Aggressive Goals for the Future Current Goal

one million usersnetworks to become completely self-funded.

Plans and Programs :Extend the conversation to an even larger audience engaged with the

company.

More hubs to be formed around topics of interest .


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SAP Sets Aggressive Goals for the Future(Contd..)

Future PotentialOnline advertising expanding at more than 30% / year.B2B online advertising, which has lagged behind B2C, should grow at an

even faster rate.SAP can become a major business-to-business publisher.

SAPs ability to create content segmentation - proveincreasingly attractive to its technology partners


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SAP Sets Aggressive Goals for the Future(Contd..)

Future Roadmap:Motivate Technical analyst in ways other than an online point system-

- membership in a private community open only to top SAP and partner executives.

- specific events that provide a high touch element to the engagement like

SAPPHIRE.Social media could replace huge chunk of traditional media marketing

- Company spends millions of dollars to reach specific target audiences.- Social media is simpler and saves huge costs.


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E Business Presentation Group 9

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