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SAP Community Network: Leveraging Social MediaGail Moody-ByrdSAP Tech Ed October, 2010

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Discussion Notes

1. Social Media on the Rise…at SAP

2. Community Conversations and Social Media

3. Discussion

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What is Social Media?“…a set of technology, social, and economic trends...” – Tim O’Reilly

Leverage the power of crowds

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Social Media is a Diverse Tool

• Listening

• Awareness

• Engaging

• Word of Mouth

• Demand Creation

• Preference

• Leads & Sales

• Brand Advocacy

• Product Innovation

• Customer Service

… and much more

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There is Social Media Momentum at SAP

“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.

40K visits via blogs

20K followers18+ accounts

25K fans, 15+ active pages

5 major groups2M+ members

4 major groups 30K+ members

575+ storefronts Leads & Revenue

Community Social Media Architecture 2010Network of Sites Expands Community Impact

SCN Social Media Goals

• Awareness - evangelize SCN

• Immediacy – real time

• Reach –broaden audience

• Engagement – connections

• Reputation - social media leader 

• Conversion – to contributor, customer 

SAP Community Network

Facebook12,000 fans

YouTube24,000 channel views

Twitter3,200 followers

LinkedIn4,000 members

Slideshare

Flickr

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SAP Community Network Team ExcelsRecognized Experts in Community Building

“SAP ‘s results have been impressive, not only in the scale of the creation space but in learning and performance improvements it has produced.”

John Hagel III, John Seeley Brown, Lang DavisonThe Power of Pull, April 2010

“

“

SAP Community Network… may be the most extensive use to date of social media by a corporation.”

Richard AdlerLeveraging the Talent-Driven Organization, The Aspen Institute, March 2010

“

SAP has elevated its community development into an entire practice…it allows the most dedicated members of its community direct access to senior management to provide feedback on products, services, and strategy.

Chris Andrews Four Components of Successful Innovation, Forrester, April 2009

“

SAP ranks in the top ten of “the world's most valuable brands based on how they leverage social media to interact with customers.”

Charlene Li The World’s Most Valuable Brands. Who’s Most Engaged? Altimeter, August 2009

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Discussion Notes

1. Social Media on the Rise…at SAP

2. Community Conversations and Social Media

3. Discussion

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SAP is not THE Sun around which all conversations revolve; we are just one sun in the greater cosmos

Strategic Community Engagement Is Essential For The Success Of Social Media

Conversations will happen wherever they do, and we have to engage where they happen

Need a common framework to have meaningful presence and engagement; a fragmented approach will not scale or deliver

A strategic, audience-centric approach is crucial

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Communication Strategy in a Social Community Recurring, Reinforcing Loop

Find, Build, Grow, online audience

Orchestrate engaging content

Move participants to “call to action” (e.g. join, buy)

Retain base and extend thru them to their contacts

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Orchestration of Community Engagement Content, Cadence & Conversation Framework

Content Curation

Source

Transform for Communities

Tag and spotlight

Content Delivery

Seeding

Orchestrated

Ensure flow matches engagementlevel

Engage & Leverage

Monitor & Respond

Harness “Community Evangelist” pool

Leverage in DG programs

CONTENT CADENCE CONVERSATION

Structured Framework essential for scale

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Community Engagement Cadence Multiplier Effect with New Coverage Options

Content Sourcing

SAP “Participation” Communities

Business Analytics

“SAP Orchestrated” Communities

“SAP Managed” Communities

Wiki

Webcasts

ArticlesBlogs Forums

COMMUNITY COVERAGE

COMMUNITY ENGAGEMENT OPTIONS

Ratings

LinkedIn

Twitter YouTube

FB Mentors Slideshare

Social Media Expands the Toolkit

SAP Marketing teams have an expanded

toolkit to engage in richer way

sap.com, email, telesales ++

Webcasts, promoted socially

Community-managed tools - articles with

ratings options

Community- managed tools - blogs,

forums, wikis

Community-orchestrated social accounts

– Twitter, Facebook, LinkedIn…

Community members as evangelists –

SAP Mentors

DELIVERABLES

BPX

BOC

SDN

EcoHub

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Formula for SuccessStrategy, Passion & Operations

4 Steps to B2B Social Media Excellence …and More

• Tablestakes: Operations• Audit Current Social Activities• Orchestrate by Building A Social

Architecture • Test Tools and Optimize Content • Define meaningful metrics and report

monthly results  • Strategy

• Objectives• Revenue, awareness, customer

service?• Audience• Time horizon

• Build “social community”• element of overall strategy

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Next-Gen Community Marketing Implications for Community-Based Social Media

3 C’s Apply Whether On Domain or Off

Orchestrate content flow and engagement from community to social extensions and back to

make experience seamless for members

Be Clear on Objectives

Core community platform is foundation with “social” as extensions; size may be dwarfed

Reputation, Awareness, Engagement, not just # of followers

Build in Demand Gen capabilities if appropriate

Resources - Not a Part-Time Job for “Everyone”

Hub and spoke model manages flow across channels

Requires dedicated staffing, oversight and tools AND training for everyone on the team

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Discussion Notes

1. Social Media on the Rise…at SAP

2. Community Conversations and Social Media

3. Discussion

Thank You!