SAP Community NetworkB2B Corporate Social Media Summit – Philadelphia, Sept 29

Chip Rodgers

Vice President and COO | SAP Community Network

© 2011 SAP AG. All rights reserved. 2

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. 3

The SAP Community NetworkWhat 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

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. 4

The SAP Community Network

A Rich, Global Network of Communities and Assets

Customers

SAP Community

Network

SAP EcoHub

SAP Developer

Network

Business Process

Expert community

Business

Analytics

community

University

Alliances

community

Mobile

Live Events

© 2011 SAP AG. All rights reserved. 5

Large, Leading and ImpactfulLeadership in Social Innovation, Social Commerce and Social Intelligence

> 2.5 million members strong

> 200 countries and territories

~ 20,000 new members / monthMembers

~ 1.3 million unique visitors / month

> 4 million visits @ 20 million pages / month Traffic

> 200,000 have contributed (ever)

> 99,000 last year w/ 2,000 top contributors

~ 6,000 bloggers … 100+ SAP Mentors … Contributors

~ 4,000 posts / day in 350+ forums

~ 2 million topic threads @ 7M messages

~ 2 million monthly newsletter impressions Momentum

~ 700+ SAP ecosystem solutions

Thousands of demos and trials delivered

Serving >200 countries @ all industriesImpact

“SAP Community Network

may be the most extensive

use to date of social media

by a corporation.”

Leveraging the Talent-Driven

Organization The Aspen Institute - 2010

© 2011 SAP AG. All rights reserved. 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

Beijing:

2,000

Las Vegas:

6,500

Madrid:

4,000

Bangalore:

6,500

© 2011 SAP AG. All rights reserved. 7

SAP TechEd 2011 Las Vegas

6,500 Attending with Energy, Engagement, Collaboration

© 2011 SAP AG. All rights reserved. 8

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

SAP Community Network Reputation SystemIncentives to Encourage Quality Contributions

© 2011 SAP AG. All rights reserved. 9

SAP Mentor ProgramCommunity 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. 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. 11

Mobility Case Study

SAP Community Building for Mobility Topic

Drive more

content curation

and conversation

Thought leadership

webcasts

1,000’s of pipeline

touches

Growing % leads sourced

from community (~20%)

Enhance mobile

presence on SCN

and EcoHub

BuildPresence

NurtureHarvest for

Impact

© 2011 SAP AG. All rights reserved. 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. 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. 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. 15

2) Nurture

Mobile Webcasts Expands Audience Beyond “Techies”

*Since this was a strategy session across industries, most of the folks are classified as LOB

Titles June 15 July 12 July 21

Non Technical Attendees

43% 47% 53%

Director and Above

12% 14% 15%

C Level executives

7% 8% ( 45) 4%

LOB Sales –16%

Retail & Consumer products-16%

Customers 44% 37% 24%

© 2011 SAP AG. All rights reserved. 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. 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. 18

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