Social Media Summit NY -- June 22, 20112. The SAP Community Network
What 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
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. 2
3. The SAP Community Network
A Rich, Global Network of Communities and Assets
SAP Community
SAP Developer Network Business Process
Network Expert community
Business University
Analytics Alliances
Customers
community community
SAP EcoHub
Mobile
Live Events
© 2011 SAP AG. All rights reserved. 3
4. Large, Leading and Impactful
Leadership in Social Innovation, Social Commerce and Social Intelligence
> 2.5 million members strong
> 200 countries and territories
Members ~ 20,000 new members / month
~ 1.3 million unique visitors / month
Traffic > 4 million visits @ 20 million pages / month
> 200,000 have contributed (ever)
> 99,000 last year w/ 2,000 top contributors
Contributors ~ 6,000 bloggers … 100+ SAP Mentors …
~ 4,000 posts / day in 350+ forums “SAP Community Network
~ 2 million topic threads @ 7M messages may be the most extensive
Momentum ~ 2 million monthly newsletter impressions use to date of social media
by a corporation.”
~ 700+ SAP ecosystem solutions Leveraging the Talent-Driven
Thousands of demos and trials delivered Organization The Aspen Institute - 2010
Impact Serving >200 countries @ all industries
© 2011 SAP AG. All rights reserved. 4
5. SAP TechEd
16,000 Attending in Four Regions
SAP’s premier technical education conference
Community Events – Drives deeper and more meaningful engagement, networking
Las Vegas:
Shanghai:
5,500
Berlin: Bangalore: 2,000
3,900 4,500
© 2011 SAP AG. All rights reserved. 5
6. Community Participants & Stakeholders
Holistic Business Responsibilities – SCN as Orchestrator
Internal Participants
Solution Management Orchestrated by SCN
Product Development
SAP Services
Consulting
Support
AGS
Marketing
Product
Outbound
Features
Events Members
Global Comms Wikis Forums Customers
Listen Set Speed
Consume, Learn, Share
PR, AR, Internal, Pubs
Developers
Web Council / WTP Prioritize Analysts
SAP Education Align Establish Direction
Create Content
SAP Field Consultants
Innovate Govern Coordinate
RIG Partners
Establish Policy Orchestrate Service
Share Best Practices Publish Software
Take ResponsibilityExecute Tech
External Participants Facilitate Remove Barriers Channel
Developers Thought Leadership Operate Other
Business Analysts Advocate Influencers
Report Writers
Feedback
Prospects
Independent Consultants
Service Partners
Software Partners
Technology Partners Community
Articles
Mentors / Contributors
Bloggers
eLearning
Analysts
Social Media Experts Blogs Downloads
Media / Press
Conference Organizers
© 2011 SAP AG. All rights reserved.
IT Platform / Infrastructure 6
7. SAP Community Network Reputation System
Incentives to Encourage Quality Contributions
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
© 2011 SAP AG. All rights reserved. 7
8. SAP Mentor Program
Community 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. 8
9. Growing a Collaborative Community
Phases of growth
Map
Seed Cultivate Harvest for
Audience
Community Conversations Impact
Presence
Who Why Host Satisfaction
Where Content Engage Intelligence
Needs Value Ecosystem Leads & $$
© 2011 SAP AG. All rights reserved. 9
10. Case Story: Recent Product Launch
SAP Business Intelligence 4.0
First milestone: BI/EIM 4.0 Launch Pre-During-Post Activity
Early Awareness • SCN members started blogging about the
BI/EIM 4.0 release several months prior to
launch
Training Content • 200 new eLearning tutorials on BI 4.0 were
created and available on SCN a month prior to
launch
Educating Evangelists • SAP Mentors given early access to 4.0 demo
environment to help their blogs and podcasts
Launch day • Social Ambassadors
Ongoing content curation • Blogs, non-technical forum, features, webcasts
© 2011 SAP AG. All rights reserved. 10
12. Seeding and Orchestration: Examples
Twitter hashtag #BI4 SAP Community
for launch with YouTube Channel
(customer videos)
high velocity tweet stream
JP Morgan
SAP Community Facebook
Page
CBS
© 2011 SAP AG. All rights reserved. 12
13. Business Intelligence 4.0 Launch – Community Results
Strategic Objectives
Re-brand “BusinessObjects Community” to “Business
Analytics Community”
Attract Non-technical LOB audience
Drive Leads for Business Analytics solutions
Tactics: BI / EIM 4.0 Launch
Pre-Launch:
- 83 blog posts generating 103,000 page views and 271
comments
- 58 tweets / 7,152 clickthroughs and 399,717 impressions
- 200 new eLearning tutorials with 42,000 views in first 3
months
Launch Day and Beyond: 107 tweets generating 7,242
clickthroughs
- Another 150+“live” tweets from SAP Mentors
- 22 new blog posts on SCN thus far
- Overall 200K page views from social launch activities
© 2011 SAP AG. All rights reserved. 13
14. 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. 14
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