Utilizing Social Media - archive.sap.com · Utilizing Social Media: Harnessing the Power of Online...
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Utilizing Social Media:
Harnessing the Power of Online
Communities for Loyalty and Advocacy
SAP Communities of Innovation
Web Experience Excellence Conference – Frost & SullivanDecember 2009
Mark Yolton, SVP, SAP Community Network
Salim Ali, VP, Enterprise Solution & Community Marketing
1. SAP Communities Overview
2. Leveraging Communities for Enterprise: Case Studies
3. Key Principles
4. Q&A
Agenda
© SAP 2009 / Page 2
Extreme Market Forces Demand Constant
Enterprise Evolution
Collaboration
Speed of Change
Globalization
Business Networks
Consumerization
Reinvention
as a Constant
© SAP 2009 / Page 3
Old ecosystem approach
A few companies dominate
the landscape
One-to-many connections managed
as distinct relationships
Mechanical and linear
New ecosystem approach
Many companies participating in an
extended value chain
Ecosystem of customers, partners,
suppliers, influencers, and others
Organic and interconnected
Dynamic system or business network
Dynamic Ecosystems Enable Adaptability in
an Era of Fundamental Change
© SAP 2009 / Page 4
The SAP Ecosystem – Online
A Vibrant Global Network of Customer-Facing & Partner-Enabling Assets
Customers
SDN
SCN
BPX
BOC
EcoHub
UAC
© SAP 2009 / Page 5
Community Portfolio
Business v. Technical and Companies v. Individuals
Online community-powered
marketplace to discover, evaluate,
and buy partner and SAP
solutions
Common business and
technology standards for
lower-cost integration
Customer-driven SOA
specs for development
and deployment in ESR
IT pros, developers, and enterprise architects
configure, install, run, optimize, innovate on the
SAP NetWeaver platform
Insights on business
intelligence and information
management
Business analysts and
consultants share best
practice business processes
Students and professors
learn, connect,
collaborate
Companies Individuals
Bu
sin
ess
Te
ch
nic
al
University
Alliance
Community
BusinessObjects
Community
Business Process Expert
Community
SAP Developer Network
Standards
and Open Source
SAP EcoHub
Enterprise
Services Community
© SAP 2009 / Page 6
Downloads and ToolsCollaboration Skills DevelopmentContent
SAP’s Online Ecosystem
Connect, Collaborate, Co-innovate
Marketplace
© SAP 2009 / Page 7
The SAP Community Network
A High-Profile SAP Success Story for Innovation & Leadership
Business and IT
Professionals
who work for
Customers, ISVs,
Systems
Integrators,
Consulting Firms,
and SAP
~ 2 million members
> 200 countries and territories
~ 30,000 new members / month
SDN + BPX + BOC + UAC + EcoHub Members
~ 1 million unique visitors / month
> 2 million visits / month
~ 20 million pages viewed / month
Traffic
> 200,000 have contributed
> 70,000 last year alone
> 8,000 highly active – lifetime
> 4,800 bloggersContributors
~ 6,000 posts / day in 200+ forums
> 1.5 million topic threads
> 6 million total messages
> 400,000 bi-weekly newsletter subscribers Momentum
© SAP 2009 / Page 8
3,000
4,000
5,000
6,000
7,000
8,000
9,000
40 46 52 5 11 17 23 29 35 41 47 1 7 13 19 25 31 37 43
Actual
2009
2007-2009 Community Network Statistics
Strong, Consistent, Sustained Growth
Lifetime contributors
20072008
© SAP 2009 / Page 9
Forum and Forum Thread Growth
0
200
400
600
800
1000
1200
1400
1600
0
1
2
3
4
5
6
7
8
41 45 49 53 5 9 15 19 23 27 32 39 44 52 6 10 14 18 22 26 32 36 40
Th
read
s
Messag
es
Messages Threads
Total Community Members
900
1,100
1,300
1,500
1,700
1,900
40 46 52 5 11 17 23 29 35 41 47 1 7 13 19 25 31 37 43
Th
ou
san
ds
Actual
200920072008 2007
2008
2009
400
500
600
700
800
900
1000
40 46 52 5 11 17 23 29 35 41 47 1 7 13 19 25 31 37 43
Th
ou
sa
nd
s
Actual
20072008 2009
Unique Monthly Visitors
~70
SAP Mentors<1/100th of 1%
~8,000
Highly Active
Contributors
~½ of 1%
>70,000
in 2008
Contributors~5%
>200,000
Lifetime
Contributors~10%
~2,000,000
Total
Community
Members
Core Contributors Power the Communities
Recognition, Reputation, Collaboration
© SAP 2009 / Page 10
SAP Mentors Value Community Engagement
Share, Learn, Succeed
– Jon Reed, JonERP.com
I’m more proud of my affiliation with SAP Mentors than just about anything I can
think of. “
“
You build a reputation based on the quality of your content, your expertise, and
by showing that you are active in the communities.”
– Richard Hirsch, Senior Portal and SAP NetWeaver Technology
Platform Consultant, Siemens IT Solutions and Services
“ “
SDN became part of [our] day-to-day activity…[it was] the learning center, the
place to go to…Eventually we all come to realize that with learning, sharing is
also an essential part.
– Shabarish Vijayakumar, Wipro Technologies
“ “
It is a great honor ... to be able to contribute ideas and participate in discussions
with folks from SAP and other mentors via the mentor program. Thanks for the
program and all the support you give to it!
– Julius Bussche, Turnkey Consulting
“ “
© SAP 2009 / Page 11
The SAP Ecosystem and SAP Communities
Are Headline-Grabbing Industry Best Practices
SAP has set the standard — certainly within the tech industry — and offers a good example of the
potential. SAP is one of the leaders in the scale, diversity, and integration of its vast ecosystem.‖
John Hagel and John Seely Brown
How SAP Seeds Innovation
Business Week, July 2008
“
“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
Many businesses can create stickiness by building user communities. Every year, … SAP hosts
conferences where customers can meet with IT experts, software developers, and, most important,
each other. These aren’t sales events per se, but you can be sure that attendees leave with a feeling
of partnership with SAP.‖
Jack and Suzy Welch, The Welch Way
Business Week, September 2008
“THE
WELCH WAY
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. This is the best way to stay customer-focused and relevant in a
rapidly changing competitive environment.‖
Chris Andrews
Four Components of Successful Innovation, Forrester, April 2009
“
© SAP 2009 / Page 12
SAP TechEd and TechTour 2009
>28,000 attendees in more than 45 worldwide events
APJ:
China
India (2)
Japan
Korea
Taiwan
Tech Tour attendees
APJ ≥ 3,000
EMEA:
Austria
Bahrain
Baltics
Belgium
Bulgaria
Croatia
Czech Republic
France
Greece
Hungary
Israel
Italy
Tech Tour attendees EMEA ≥ 8,000
Netherlands
Poland
Romania
Russia
Slovakia
South Africa (2)
Spain
Switzerland (2)
Turkey
West Baltics
United Arab Emirates
United Kingdom
N. America:(ASUG Chapter Meeting)
Atlanta
Chicago
Minneapolis
TBD
TBD
South America:
Argentina
Brazil
Chile
Columbia (2)
Dominican Republic
Ecuador
Peru
Venezuela
Tech Tour attendees
Americas ≥4 ,000
8,000
12,000
8,000
Bangalore
Shanghai
Vienna
Phoenix
TechEd Events www.sapteched.com
Tech Tour Events www.sapteched.com/techtour
© SAP 2009 / Page 13
SAP Community Network:
Building a Culture of Community
© SAP 2009 / Page 14
CASE STUDIES
Leveraging Communities & Marketplace for Enterprise
© SAP 2009 / Page 15
Harness the Power of Diverse Communities
Across The Business Value Chain
© SAP 2009 / Page 16
MARKET
Heighten
awareness
Leverage
customer
advocacy via
communities
ENGAGE
Solicit user
feedback on
―offerings‖
Test features &
gather product
insight
LISTEN
Gather insights -
on solutions,
policies etc.
Harness
predictive
intelligence
Market & Customer
Insight
Product Definition &
Build
SolutionLaunch &
Awareness
Lead Generation & Acceleration
ACCELERATE
Enhanced lead
generation –
volume & quality
Accelerate deal
velocity
Deploy
Support&
© SAP 2009 / Page 17
Participants
■ New reality:
broader
spectrum in play
full-control to
participate
Approach
■ Leverage viral dimension
harnessing ―viral
connectors”
Potential
■ Gather insights
along build,
market, sell &
support value
chain
■ Leverage SM to
engage
influencers /
buyers / users
Learning
■ New ways to
manage
message
discipline
Framework for Purposeful & Repeatable Orchestration
Community & Marketplace Social Media (CMSM) Marketing Model
■ Impact on
business value
chain – including
marketing
SAPImperative
■ Target audience
segmentation
is preamble;
conversation is
new dimension
■ “User created”
networks with
unfiltered
perspective
Before releasing its new Terms of Use (TOU), SAP Community Network (SCN) undertook an extensive 8 month process of getting input and feedback from a group of top community leaders and experts, the SAP Mentors.
―Before releasing the final version, the SCN team reached out to a group of people called the SAP Mentors, to get their feedback and input on the new Terms of Service. The final version was pushed out to the users on May 27th and it almost went by unnoticed… I didn't hear anyone complain."
Anne Petteroe,
SAP Mentor
SCN gained insight into community concerns: attribution, licensing, and commercialization of the submitted content.
Over 32 weeks, details of the TOU were fine tuned until a consensus was built. The fully vetted SCN TOU was released in May 2009
Implementation of Terms of Use has become a contributing factor to the ongoing growth of SAP Community Network
Market & Customer
Insight
Product Definition &
Build
SolutionLaunch &
Awareness
Lead Generation & Acceleration
SAP Community Network
Terms of Use (TOU) Revision
© SAP 2009 / Page 18
Dan McWeeney
Software Developer
Adobe Systems Inc.
―We talked to a number of SAP
mentors and created a roundtable
about Genesis because it’s really
targeted at enterprise knowledge
workers and we wanted to get their
input early on.‖
Adobe Systems Inc. actively engaged in the SAP® Developer
Network (SDN) and Business Process Expert communities for
early input from its target market on a proof of concept for
Project Genesis, a desktop application for enterprise knowledge
workers built on Adobe AIR.
Adobe created a wiki on SDN to gather
specific feedback from community
members and to answer questions on
the project’s direction
Adobe will now launch a product pre-
tested with the community, increasing
sales potential and end-customer
satisfaction
Armed with feedback on product usage
in various verticals, Adobe developers
can now resolve key integration issues
in advance
Adobe Leverages
Communities in Product
Development
Market & Customer
Insight
Product Definition &
Build
SolutionLaunch &
Awareness
Lead Generation & Acceleration
© SAP 2009 / Page 19
1 Pre Launch: Build BS7 area on BPX
Launch: Twitter and Facebook
- #BS7 hashtag Top Ten Topic on
2/4/09; 30K Followers
- Mentors at live event in NYC
tweeting; Blogs feed Twitter,
Twitter feeds Facebook
Launch: Third Party Blogs
- Cap Gemini CIO, ZDNet, D.Howlett
2 Launch: Promote to 1.8M SCN
members - features, blogs, wikis,
forums, articles, NL AND sap.com
- SCN home page feature
- 44 Blogs (15 from partners; and 34
comments)
- BPX Newsletter (Feb) with 300,000
subscribers
3
4
5 Nurturing: Long Term Conversations
- Q2 ’09 SCN metrics: # views of blogs
tagged with BS7; # BS7 items; # home
page views; # wiki items; # forum items
BS7
Launch
4
2
1
5
3
3
© SAP 2009 / Page 20
Market & Customer
Insight
Product Definition &
Build
SolutionLaunch &
Awareness
Lead Generation & Acceleration
Enhancing SAP Business
Suite 7 Launch
IFRS
2 Create buzz; community adds
contributions (blogs, articles, etc.)
1 Initiate & seed creation of IFRS
content on SDN & BPX sites
3-part webinar series generated thousands
of registrations and attendees (record
breaking)
Leveraged user-generated content and
expertise
―Always-on‖ and Continuous nurturing via
rich interaction on SAP Communities
Promote on social networks
(LinkedIn , Facebook, etc.)
& external community hubs
(SAP Insider)
4
2
31
4
© SAP 2009 / Page 21
5 Follow up IFRS Webinar series
with Deloitte
5
Market & Customer
Insight
Product Definition &
Build
SolutionLaunch &
Awareness
Lead Generation & Acceleration
3 Craft IFRS Webinar Series hosted
with Landing & Registration
Pages on SAP EcoHub
6 Sustain momentum via
continuous nurturing of topic
forums
6
4
Lead Generation for ERP
Financials and Enterprise Perf
Mgmt with SAP & Deloitte
© SAP 2009 / Page 22
Community & “Social Media Aware” Marketing
Program & Campaign Design
“Traditional” Marketing Program / Campaign Model
Marketing Objective &
KPITarget Message & Offer Execute & Measure
SAPImperative
Marketing
Objective &
KPI
Target
Message &
Offer
Execute &
Measure
Expand audience coverage to include appropriate SAP
Communities and external Social Media extensions
Enhance segmentation beyond Audience to relevant
―conversation heat maps‖ (with mixed audience)
New Dimensions
Craft message to accommodate multiple profiles i.e.
Technical in SDN, mixed in Facebook group etc
Enhance Offers than can leverage viral nature of
Communities and Social Media Extensions
Decide on impact of continuous engagement / nurturing
as an implicit KPI given Communities and Social media
“Community & Social Media Aware” Marketing Program / Campaign Model
Architect ―sequenced execution‖ starting from center
(communities) and expanding outward (to SM etc)
Monitor viral pathways to asses viral connectors i.e.
who is retweeting, tagging as ―like‖ or sharing on FB
Map & Measure ―viral pathway‖ impact on awareness,
activities, leads or any other KPI
e.g. Think beyond classic audience segmentation …
Think “conversation segmentation”
How far & deep do we want the impact?
e.g. Harness power of communities & social media …
Leverage “viral connectors”
Product Management, Marketing, GTM, Sales …
Potential to “significantly evolve”
© SAP 2009 / Page 23
Mark Yolton
Senior Vice President
SAP Community Network
T 650-687-4656
Thank You!
http://scn.sap.com
© SAP 2009 / Page 24
Salim Ali
Vice President
SAP Community Marketing
T 650-320-3240
31 © SAP 2008 – SAP CPS Overview
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