B2B Social Media Summit, Philadelphia
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Transcript of B2B Social Media Summit, Philadelphia
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
@ChipRodgers
sap.com/techtour
© 2011 SAP AG. All rights reserved. 18
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