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How Big Brands Use Social Media


                        SAP
                  Mark Yolton
  8 Years In: Elements of a Maturing Practice

              San Francisco | June 20, 2011
8 Years In: Elements of a Maturing Practice
The SAP Community Network

Mark Yolton
Senior Vice President | SAP
For Today...



        SAP Community Network
        Models & Methodologies
        Metrics & Measures
        Observations & Discussion




© 2011 SAP AG. All rights reserved.   2
Run Better with SAP – Leader in Enterprise Software
We Help Organizations Do What They Do... Better


                                              170,000
                                              customers

                                              53,000
                                              Employees

                                              25
                                              Industries



                                              Number 1
                                               Enterprise Applications
                                               Business Analytics
                                               Enterprise Mobililty
                                               SME




© 2011 SAP AG. All rights reserved.                                       3
A Network of Communities & Assets
SAP Community Network (SCN)




                                      Customers




© 2011 SAP AG. All rights reserved.               4
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

                                        ~ 8,000 bloggers
                                        >70% are customers/partners vs. employees
                                        Approaching 25,000 blogs published

                                        ~ 4,000 posts / day in 360+ forums
                                        ~ 2 million topic threads @ 8M messages

                                        ~ 100 SAP Mentors = top expert influencers
                                        ~ 5M email boxes / qtr via newsletters

© 2011 SAP AG. All rights reserved.                                               5
Tremendous Growth & Expansion
SAP Community Network (SCN)

                                                                                 Launch:
                                                                                            Launch:    2.5M Members
                                                                    Launch:      EcoHub
                                                                                App Store     Code       1.5M UMV
                                                                    Business                Exchange
                                              Launch:                Objects     Career                  >100,000
                                                BPX                Community     Center                 Contributors /
                                               Add                 University                               year
                                               Wikis                Alliances
                    100K                                  1M                                           > 1M Newsletter
                                                                   Community
                   Members                              Members                                          Subscribers
                    Forums                              Rebrand:
                                                          SCN
                                                                                                       SAP Idea Place
                      Blogs
  Launch:                              1M
                                      Forum
   SAP
                                      Posts
 Developer
  Network




     2003                             2005                2007                2009            2011
© 2011 SAP AG. All rights reserved.                                                                                      6
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
     SOCIAL                            SOCIAL       SOCIAL        SOCIAL
 I N N OVAT I O N                     COMMERCE   INTELLIGENCE    INSIGHT




                 to SAP customers, partners, employees,
                        and independent experts
© 2011 SAP AG. All rights reserved.                                            7
SAP Community Network (SCN)
The Social Network for SAP Professionals

                     SOCIAL                  SOCIAL                SOCIAL                 SOCIAL
                 I N N OVAT I O N           COMMERCE            INTELLIGENCE             INSIGHT
  OUTCOMES




                Use the wisdom of          Leverage the reach   Enable customer         Extract intelligence
                the crowd to drive        online to drive       success through the    from customer
                higher quality            dramatically          active sharing of      behaviors and
                solutions and             increased leads       knowledge, solutions   conversations to
                innovations that          and revenues with a   and best practices     equip SAP with
                better meet customer      focus on big plays                           insight into
                needs and have            through targeted                             customer hot topics,
                greater market            campaigns                                    burning issues, and
                impact                                                                 new opportunities
     ENABLERS




                                      O R C H E S T R AT I O N

                                      S O C I A L P L AT F O R M
© 2011 SAP AG. All rights reserved.                                                                        8
Growing a Collaborative Community
Phases of Growth




  Map Audience                           Seed        Cultivate      Harvest for
    Presence                           Community   Conversations      Impact




 WHO                                  WHY         HOST           LEADS & $$

 WHERE                                CONTENT     ENGAGE         SATISFACTION

 NEEDS                                VALUE       ECOSYSTEM      INSIGHT

                                                                    INFLUENCE

© 2011 SAP AG. All rights reserved.                                               9
Orchestration of Community Engagement


         CONTENT                           CADENCE          CONVERSATION



              Curation                       Context              Connections

         Source                          Timing & Pace       Monitor & Respond

         Transform                       Orchestration       Identify & Leverage
                                                                Influencers
         Coach                           Message
                                           Discipline          Collaboration
         Tag & Spotlight
                                          Ride the Waves      Drive & Leverage
         Consumption                                           Campaigns


                                      3C Framework
© 2011 SAP AG. All rights reserved.                                                10
Broader Community Engagement Model
Reach from Inside Out; Pull to the Core


                                                    Participate


                                                    Orchestrate

                                                       Host

                                                       =
                                                       SAP.com




                                      Influencers                 SAP Mentors




© 2011 SAP AG. All rights reserved.                                             11
Social Media & Communities – Key Task Areas



    Include in
                                       Integrate with        Leverage
   Programs &
                                      Routes to Market      Influencers
   Campaigns




    Attract &&
     Attract                               Build                                                Nurture &
                                                           Publish &        Enable Healthy
     Engage
      Engage                            Community                                                 Evolve
                                                         Curate Content      Collaboration
    Audience
     Audience                            Presence                                              Relationships




                                         Measure
Monitor Topics &                                             Manage &             Policies &       Build Employee
                                        Outcomes &
    Trends                                                  Mitigate Risk        Governance             Skills
                                         Impacts




© 2011 SAP AG. All rights reserved.                                                                             12
Measures & Metrics
Align with Business Objectives  Evolve Richness Over Time




      ATTRACTION                       COLLABORATION                             INFLUENCE
                                                                            Leadership
    Traffic                             Engagement                              Self-directed projects
                                                Forum posts,
    Member Growth                              blogs, wiki edits,          Innovation
    Consumption                                podcasts, video,                  Products
                                                                                  Policies
    Customer Service                           whitepapers…
                                         GTM                               Impact
                                                Reach                            Priorities
                                                Leads                            Recommendations
                                                Referrals

     Total & Unique Visitors          Answers Delivered w/ Quality    Outside-In Product Innovations
     Pages Viewed & Hot Topics        Speed of Resolution             Product Line Expansion
     Total Membership & Growth        Experiences Shared              Policy Changes
     # Contributors & Influencers     Best Practices Catalogued       Strategic Priority Shift
     # Bloggers                       Referral Measurements           Independent Projects (CERT 5)
     Forums & Thread Growth           Content Recommendations         # Leads  Influenced Sales
     FAQs, Content, Models, Code…     Current Product Adoption        Cost Savings & Efficiencies

            Nascent                                                          Maturing…

© 2011 SAP AG. All rights reserved.                                                                         13
Signs of Maturing Social Business Program



        Infiltrate                     Add-on to extend existing current
       Programs                         campaigns & programs…



       Permeate                        Ever-broadening scope, goals,
       Behaviors                        engagement, adoption, skills…



                                       Deep & abiding commitment to
        Inculcate
                                        sustain & evolve relationships
         Culture
                                        with key stakeholders at the core




© 2011 SAP AG. All rights reserved.                                         14
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
© 2011 SAP AG. All rights reserved.                                                             15
Thank You!
http://SAP.com
http://scn.sap.com




Mark Yolton | SVP       sap.com/techtour
SAP Community Network
Mark.Yolton@sap.com
© 2011 SAP AG. All rights reserved


No part of this publication may be reproduced or transmitted in any form or for any purpose   Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystal
without the express permission of SAP AG. The information contained herein may be             Decisions, Web Intelligence, Xcelsius, and other Business Objects products and services
changed without prior notice.                                                                 mentioned herein as well as their respective logos are trademarks or registered trademarks
                                                                                              of Business Objects Software Ltd. Business Objects is an SAP company.
Some software products marketed by SAP AG and its distributors contain proprietary
software components of other software vendors.                                                Sybase and Adaptive Server, iAnywhere, Sybase 365, SQL Anywhere, and other Sybase
                                                                                              products and services mentioned herein as well as their respective logos are trademarks or
Microsoft, Windows, Excel, Outlook, and PowerPoint are registered trademarks of Microsoft
                                                                                              registered trademarks of Sybase, Inc. Sybase is an SAP company.
Corporation.
IBM, DB2, DB2 Universal Database, System i, System i5, System p, System p5, System x,         All other product and service names mentioned are the trademarks of their respective
System z, System z10, System z9, z10, z9, iSeries, pSeries, xSeries, zSeries, eServer,        companies. Data contained in this document serves informational purposes only. National
z/VM, z/OS, i5/OS, S/390, OS/390, OS/400, AS/400, S/390 Parallel Enterprise Server,           product specifications may vary.
PowerVM, Power Architecture, POWER6+, POWER6, POWER5+, POWER5, POWER,                         The information in this document is proprietary to SAP. No part of this document may be
OpenPower, PowerPC, BatchPipes, BladeCenter, System Storage, GPFS, HACMP,                     reproduced, copied, or transmitted in any form or for any purpose without the express prior
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Intelligent Miner, WebSphere, Netfinity, Tivoli and Informix are trademarks or registered     This document is a preliminary version and not subject to your license agreement or any
trademarks of IBM Corporation.                                                                other agreement with SAP. This document contains only intended strategies, developments,
Linux is the registered trademark of Linus Torvalds in the U.S. and other countries.          and functionalities of the SAP® product and is not intended to be binding upon SAP to any
                                                                                              particular course of business, product strategy, and/or development. Please note that this
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                                                                                              document is subject to change and may be changed by SAP at any time without notice.
registered trademarks of Adobe Systems Incorporated in the United States and/or other
countries.                                                                                    SAP assumes no responsibility for errors or omissions in this document. SAP does not
Oracle is a registered trademark of Oracle Corporation.                                       warrant the accuracy or completeness of the information, text, graphics, links, or other items
                                                                                              contained within this material. This document is provided without a warranty of any kind,
UNIX, X/Open, OSF/1, and Motif are registered trademarks of the Open Group.                   either express or implied, including but not limited to the implied warranties of
Citrix, ICA, Program Neighborhood, MetaFrame, WinFrame, VideoFrame, and MultiWin are          merchantability, fitness for a particular purpose, or non-infringement.
trademarks or registered trademarks of Citrix Systems, Inc.                                   SAP shall have no liability for damages of any kind including without limitation direct,
HTML, XML, XHTML and W3C are trademarks or registered trademarks of W3C®, World               special, indirect, or consequential damages that may result from the use of these materials.
Wide Web Consortium, Massachusetts Institute of Technology.                                   This limitation shall not apply in cases of intent or gross negligence.
Java is a registered trademark of Sun Microsystems, Inc.                                      The statutory liability for personal injury and defective products is not affected. SAP has no
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technology invented and implemented by Netscape.                                              warranty whatsoever relating to third-party Web pages.
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StreamWork, and other SAP products and services mentioned herein as well as their
respective logos are trademarks or registered trademarks of SAP AG in Germany and other
countries.




 © 2011 SAP AG. All rights reserved.                                                                                                                                                     17
®




How Big Brands Use Social Media


     Learn more about upcoming
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                     or
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              San Francisco | June 20, 2011

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BlogWell San Francisco Case Study: SAP, presented by Mark Yolton

  • 1. ® How Big Brands Use Social Media SAP Mark Yolton 8 Years In: Elements of a Maturing Practice San Francisco | June 20, 2011
  • 2. 8 Years In: Elements of a Maturing Practice The SAP Community Network Mark Yolton Senior Vice President | SAP
  • 3. For Today...  SAP Community Network  Models & Methodologies  Metrics & Measures  Observations & Discussion © 2011 SAP AG. All rights reserved. 2
  • 4. Run Better with SAP – Leader in Enterprise Software We Help Organizations Do What They Do... Better 170,000 customers 53,000 Employees 25 Industries Number 1  Enterprise Applications  Business Analytics  Enterprise Mobililty  SME © 2011 SAP AG. All rights reserved. 3
  • 5. A Network of Communities & Assets SAP Community Network (SCN) Customers © 2011 SAP AG. All rights reserved. 4
  • 6. 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 ~ 8,000 bloggers >70% are customers/partners vs. employees Approaching 25,000 blogs published ~ 4,000 posts / day in 360+ forums ~ 2 million topic threads @ 8M messages ~ 100 SAP Mentors = top expert influencers ~ 5M email boxes / qtr via newsletters © 2011 SAP AG. All rights reserved. 5
  • 7. Tremendous Growth & Expansion SAP Community Network (SCN) Launch: Launch: 2.5M Members Launch: EcoHub App Store Code 1.5M UMV Business Exchange Launch: Objects Career >100,000 BPX Community Center Contributors / Add University year Wikis Alliances 100K 1M > 1M Newsletter Community Members Members Subscribers Forums Rebrand: SCN SAP Idea Place Blogs Launch: 1M Forum SAP Posts Developer Network 2003 2005 2007 2009 2011 © 2011 SAP AG. All rights reserved. 6
  • 8. 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 SOCIAL SOCIAL SOCIAL SOCIAL I N N OVAT I O N COMMERCE INTELLIGENCE INSIGHT to SAP customers, partners, employees, and independent experts © 2011 SAP AG. All rights reserved. 7
  • 9. SAP Community Network (SCN) The Social Network for SAP Professionals SOCIAL SOCIAL SOCIAL SOCIAL I N N OVAT I O N COMMERCE INTELLIGENCE INSIGHT OUTCOMES Use the wisdom of Leverage the reach Enable customer Extract intelligence the crowd to drive online to drive success through the from customer higher quality dramatically active sharing of behaviors and solutions and increased leads knowledge, solutions conversations to innovations that and revenues with a and best practices equip SAP with better meet customer focus on big plays insight into needs and have through targeted customer hot topics, greater market campaigns burning issues, and impact new opportunities ENABLERS O R C H E S T R AT I O N S O C I A L P L AT F O R M © 2011 SAP AG. All rights reserved. 8
  • 10. Growing a Collaborative Community Phases of Growth Map Audience Seed Cultivate Harvest for Presence Community Conversations Impact  WHO  WHY  HOST  LEADS & $$  WHERE  CONTENT  ENGAGE  SATISFACTION  NEEDS  VALUE  ECOSYSTEM  INSIGHT  INFLUENCE © 2011 SAP AG. All rights reserved. 9
  • 11. Orchestration of Community Engagement CONTENT CADENCE CONVERSATION Curation Context Connections  Source  Timing & Pace  Monitor & Respond  Transform  Orchestration  Identify & Leverage Influencers  Coach  Message Discipline  Collaboration  Tag & Spotlight  Ride the Waves  Drive & Leverage  Consumption Campaigns 3C Framework © 2011 SAP AG. All rights reserved. 10
  • 12. Broader Community Engagement Model Reach from Inside Out; Pull to the Core Participate Orchestrate Host = SAP.com Influencers SAP Mentors © 2011 SAP AG. All rights reserved. 11
  • 13. Social Media & Communities – Key Task Areas Include in Integrate with Leverage Programs & Routes to Market Influencers Campaigns Attract && Attract Build Nurture & Publish & Enable Healthy Engage Engage Community Evolve Curate Content Collaboration Audience Audience Presence Relationships Measure Monitor Topics & Manage & Policies & Build Employee Outcomes & Trends Mitigate Risk Governance Skills Impacts © 2011 SAP AG. All rights reserved. 12
  • 14. Measures & Metrics Align with Business Objectives  Evolve Richness Over Time ATTRACTION COLLABORATION INFLUENCE  Leadership  Traffic  Engagement Self-directed projects  Forum posts,  Member Growth blogs, wiki edits,  Innovation  Consumption podcasts, video, Products Policies  Customer Service whitepapers…  GTM  Impact  Reach Priorities  Leads Recommendations  Referrals  Total & Unique Visitors  Answers Delivered w/ Quality  Outside-In Product Innovations  Pages Viewed & Hot Topics  Speed of Resolution  Product Line Expansion  Total Membership & Growth  Experiences Shared  Policy Changes  # Contributors & Influencers  Best Practices Catalogued  Strategic Priority Shift  # Bloggers  Referral Measurements  Independent Projects (CERT 5)  Forums & Thread Growth  Content Recommendations  # Leads  Influenced Sales  FAQs, Content, Models, Code…  Current Product Adoption  Cost Savings & Efficiencies Nascent Maturing… © 2011 SAP AG. All rights reserved. 13
  • 15. Signs of Maturing Social Business Program Infiltrate  Add-on to extend existing current Programs campaigns & programs… Permeate  Ever-broadening scope, goals, Behaviors engagement, adoption, skills…  Deep & abiding commitment to Inculcate sustain & evolve relationships Culture with key stakeholders at the core © 2011 SAP AG. All rights reserved. 14
  • 16. 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 © 2011 SAP AG. All rights reserved. 15
  • 17. Thank You! http://SAP.com http://scn.sap.com Mark Yolton | SVP sap.com/techtour SAP Community Network Mark.Yolton@sap.com
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  • 19. ® How Big Brands Use Social Media Learn more about upcoming and past BlogWells: http://socialmedia.org/blogwell or live@socialmedia.org San Francisco | June 20, 2011