Gail Moody-ByrdSr. Director, SAP Global Ecosystem Marketing, CommunitiesOctober, 2010

Next-Gen Community Marketing with SAP Community Network

Community Roundtable

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Key Discussion Points

What does Next-Gen Community Marketing mean for SAP?

Definition, Scope, Scale

Social Media as Element of Ongoing Conversation

Approach to Community Building: 3C Framework

Constructing our Social Architecture

Closing Thoughts on Next-Gen Community Marketing

3 C‘s,Objectives, Resources

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■SAP is not THE Sun around which all conversations revolve; we

are just one sun in the cosmos

■Community Conversations will sprout/thrive all over (including

off-SAP); we need to engage where conversations happen

■Common Framework (3C - Content, Cadence,

Conversation) essential for scale to manage and engage

on/off-domain conversations (i.e. social media

properties)

Community & Conversation Engagement Foundational Principles

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Community & Conversation GradientDiverse Engagements Using Common Framework

Manage Community Conversations Holistically Across The Spectrum of Engagement

(Content, Cadence and Conversation Framework)

Low

EFFORT

High

Med

ComprehensiveHost + Orchestrate + Participate

IncrementalOrchestrate + Participate

Basic Participate

• BI Community on SCN + FB entry + Participate in Forbes.com

• BI Appliance on FB & Twitter presence + Participate in hardware Forums

• Participate in Pricing Optimization Discussions on IT Toolbox

LEVEL EXAMPLE

on SCN

on FB, Twitter

on Forbes.com

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SAP Community Network SAP’s Professional Social Network

EngageEngageconnect

participate

converse

people-to-people

collaborate

ask

rate

evaluate

comment

share

solve

InnovateInnovateimplement

operate

optimize

adopt

best practicecustomize

gain insight

Code Exchange

Idea Place

create

extend solution

Find partner solutions

ExploreExplore join

consumediscoverlearn

subscribe

find

use

follow

search

Developers and IT Pros

Business Process Experts

Business Users Professors and Students

SAP EcoHub

© SAP AG 2010. All rights reserved. / Page 6

Customers, Partners

SAP Developer NetworkSAP Community Network

Business Process Expert

Business Objects Community

EcoHub

University Alliances Community

SAP Community Network Since 2003, Vibrant Network of Customer & Partner-Enabling Assets

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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

“

“

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

“

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

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Key Discussion Points

What does Next-Gen Community Marketing mean for SAP?

Definition, Scope, Scale

Orchestrating Communities On SCN and Social Extensions

Approach to Community Building: 3C Framework

Constructing our Social Architecture

Closing Thoughts on Next-Gen Community Marketing

3 C‘s,Objectives, Resources

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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

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

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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

LinkedIn

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

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Leveraging Next-Gen Community Build

Build and Harness Communities (of prospects, users, developers and partners) to

amplify awareness and purchase consideration (to bring SAP into purchase consideration set)

enhance demand generation (by enhancing lead gen and nurturing programs)

accelerate adoption and end-user nurturing (via richer and proactive engagement of end-users) &

extend market coverage (by enablement of developer & reseller partner community)

Strategic Intent

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Key Discussion Points

What does Next-Gen Community Marketing mean for SAP?

Definition, Scope, Scale

Social Media as Element of Ongoing Conversation

Approach to Community Building: 3C Framework

Constructing our Social Architecture

Closing Thoughts on Next-Gen Community Marketing

3 C‘s,Objectives, Resources

© 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 2010 / Page 15

© SAP AG

2009. All

rights reserve

d. / Page

15

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