BlogWell San Francisco Case Study: SAP, presented by Mark Yolton
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The document discusses the evolution and impact of the SAP Community Network (SCN) over eight years, highlighting its significant growth with over 2.5 million members globally. It emphasizes how SCN serves as a social platform for SAP professionals, enabling collaboration, knowledge sharing, and innovation. The document also outlines measures and metrics used to gauge community engagement and the value derived from social media engagement efforts.
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 [email protected]
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- 19. ® How Big Brands Use Social Media Learn more about upcoming and past BlogWells: http://socialmedia.org/blogwell or [email protected] San Francisco | June 20, 2011