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SAP Community Network: Leveraging Social Media
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Transcript of SAP Community Network: Leveraging Social Media
© 2010 SAP AG. All rights reserved. / Page 1
SAP Community Network: Leveraging Social MediaGail Moody-ByrdSAP Tech Ed October, 2010
© SAP AG 2010. All rights reserved. / Page 2
Discussion Notes
1. Social Media on the Rise…at SAP
2. Community Conversations and Social Media
3. Discussion
© 2010 SAP AG. All rights reserved. / Page 3
What is Social Media?“…a set of technology, social, and economic trends...” – Tim O’Reilly
Leverage the power of crowds
© 2010 SAP AG. All rights reserved. / Page 4
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
© 2010 SAP AG. All rights reserved. / Page 5
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
© SAP AG 2010. All rights reserved. / Page 7
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
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“
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
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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
© SAP AG 2010. All rights reserved. / Page 8
Discussion Notes
1. Social Media on the Rise…at SAP
2. Community Conversations and Social Media
3. Discussion
© SAP 2010 / Page 9
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
© SAP 2010 / Page 10
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
© SAP 2010 / Page 11
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
© SAP 2010 / Page 12
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
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
© SAP 2010 / Page 13
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
© SAP 2010 / Page 14
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
© SAP AG 2010. All rights reserved. / Page 15
Discussion Notes
1. Social Media on the Rise…at SAP
2. Community Conversations and Social Media
3. Discussion
Thank You!