Sap CN Frost And Sullivan Web Experience Excellence Dec 2009 Final

Utilizing Social Media:Harnessing the Power of OnlineCommunities for Loyalty and Advocacy

SAP Communities of Innovation

Web Experience Excellence Conference – Frost & SullivanDecember 2009

Mark Yolton, SVP, SAP Community NetworkSalim Ali, VP, Enterprise Solution & Community Marketing

1. SAP Communities Overview2. Leveraging Communities for Enterprise: Case Studies3. Key Principles4. Q&A

Agenda

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Extreme Market Forces Demand ConstantEnterprise Evolution

Collaboration

Speed of Change

Globalization

Business Networks

Consumerization

Reinventionas a Constant

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Old ecosystem approachA few companies dominatethe landscapeOne-to-many connections managedas distinct relationshipsMechanical and linear

New ecosystem approachMany companies participating in anextended value chainEcosystem of customers, partners,suppliers, influencers, and othersOrganic and interconnectedDynamic system or business network

Dynamic Ecosystems Enable Adaptability inan Era of Fundamental Change

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The SAP Ecosystem – OnlineA Vibrant Global Network of Customer-Facing & Partner-Enabling Assets

Customers

SDNSCN

BPX

BOC

EcoHub

UAC

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Community PortfolioBusiness v. Technical and Companies v. Individuals

Online community-poweredmarketplace to discover, evaluate,

and buy partner and SAPsolutions

Common business andtechnology standards for

lower-cost integration

Customer-driven SOAspecs for developmentand deployment in ESR

IT pros, developers, and enterprise architectsconfigure, install, run, optimize, innovate on the

SAP NetWeaver platform

Insights on businessintelligence and information

management

Business analysts andconsultants share best

practice business processes

Students and professorslearn, connect,

collaborate

Companies Individuals

Busi

ness

Tech

nica

l

UniversityAlliance

Community

BusinessObjectsCommunity

Business Process ExpertCommunity

SAP Developer Network

Standardsand Open Source

SAP EcoHub

EnterpriseServices Community

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Downloads and ToolsCollaboration Skills DevelopmentContent

SAP’s Online EcosystemConnect, Collaborate, Co-innovate

Marketplace

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The SAP Community NetworkA High-Profile SAP Success Story for Innovation & Leadership

Business and ITProfessionalswho work for

Customers, ISVs,Systems

Integrators,Consulting Firms,

and SAP

~ 2 million members> 200 countries and territories~ 30,000 new members / monthSDN + BPX + BOC + UAC + EcoHubMembers

~ 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 subscribersMomentum

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3,0004,0005,0006,0007,0008,0009,000

40 46 52 5 11 17 23 29 35 41 47 1 7 13 19 25 31 37 43Actual

2009

2007-2009 Community Network StatisticsStrong, Consistent, Sustained Growth

Lifetime contributors

2007 2008

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Forum and Forum Thread Growth

02004006008001000120014001600

012345678

4145 4953 5 9 1519 2327 3239 4452 6 10 14 1822 2632 3640

Thre

ads

Mes

sage

s

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

Thou

sand

s

Actual

20092007 2008 2007 2008

2009

400500600700800900

1000

40 46 52 5 11 17 23 29 35 41 47 1 7 13 19 25 31 37 43

Thou

sand

s

Actual

2007 2008 2009

Unique Monthly Visitors

~70SAP Mentors

<1/100th of 1%

~8,000Highly Active

Contributors~½ of 1%

>70,000in 2008

Contributors~5%

>200,000Lifetime

Contributors~10%

~2,000,000Total

CommunityMembers

Core Contributors Power the CommunitiesRecognition, Reputation, Collaboration

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SAP Mentors Value Community EngagementShare, Learn, Succeed

– Jon Reed, JonERP.com

I’m more proud of my affiliation with SAP Mentors than just about anything I canthink of.“ “

You build a reputation based on the quality of your content, your expertise, andby showing that you are active in the communities.”

– Richard Hirsch, Senior Portal and SAP NetWeaver TechnologyPlatform Consultant, Siemens IT Solutions and Services

“ “

SDN became part of [our] day-to-day activity…[it was] the learning center, theplace to go to…Eventually we all come to realize that with learning, sharing isalso an essential part.

– Shabarish Vijayakumar, Wipro Technologies

“ “It is a great honor ... to be able to contribute ideas and participate in discussionswith folks from SAP and other mentors via the mentor program. Thanks for theprogram and all the support you give to it!

– Julius Bussche, Turnkey Consulting

“ “

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The SAP Ecosystem and SAP CommunitiesAre Headline-Grabbing Industry Best Practices

SAP has set the standard — certainly within the tech industry — and offers a good example of thepotential. SAP is one of the leaders in the scale, diversity, and integration of its vast ecosystem.”John Hagel and John Seely BrownHow SAP Seeds InnovationBusiness Week, July 2008

“

“ SAP ranks in the top ten of "the world's most valuable brands based on how they leverage socialmedia to interact with customers.”Charlene LiThe World’s Most Valuable Brands. Who’s Most Engaged? Altimeter, August 2009

Many businesses can create stickiness by building user communities. Every year, … SAP hostsconferences 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 feelingof partnership with SAP.”

Jack and Suzy Welch, The Welch WayBusiness Week, September 2008

“THEWELCH WAY

SAP has elevated its community development into an entire practice…it allows the mostdedicated members of its community direct access to senior management to provide feedback onproducts, services, and strategy. This is the best way to stay customer-focused and relevant in arapidly changing competitive environment.”

Chris AndrewsFour Components of Successful Innovation, Forrester, April 2009

“

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SAP TechEd and TechTour 2009>28,000 attendees in more than 45 worldwide events

APJ:

ChinaIndia (2)JapanKoreaTaiwan

Tech Tour attendeesAPJ 3,000

EMEA:

AustriaBahrainBalticsBelgiumBulgariaCroatiaCzech RepublicFranceGreeceHungaryIsraelItaly

Tech Tour attendees EMEA 8,000

NetherlandsPolandRomaniaRussiaSlovakiaSouth Africa (2)SpainSwitzerland (2)TurkeyWest BalticsUnited Arab EmiratesUnited Kingdom

N. America:(ASUG Chapter Meeting)

AtlantaChicagoMinneapolisTBDTBD

South America:

ArgentinaBrazilChileColumbia (2)Dominican RepublicEcuadorPeruVenezuela

Tech Tour attendeesAmericas 4 ,000

8,000

12,000

8,000

Bangalore

Shanghai

ViennaPhoenix

TechEd Events www.sapteched.comTech Tour Events www.sapteched.com/techtour

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SAP Community Network:Building a Culture of Community

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CASE STUDIESLeveraging Communities & Marketplace for Enterprise

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Harness the Power of Diverse CommunitiesAcross The Business Value Chain

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MARKET

Heightenawareness

Leveragecustomeradvocacy viacommunities

ENGAGE

Solicit userfeedback on“offerings”

Test features &gather productinsight

LISTEN

Gather insights -on solutions,policies etc.

Harnesspredictiveintelligence

Market &Customer

Insight

ProductDefinition &

Build

SolutionLaunch &

Awareness

LeadGeneration &Acceleration

ACCELERATE

Enhanced leadgeneration –volume & quality

Accelerate dealvelocity

Deploy

Support&

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Participants

New reality:broaderspectrum in playfull-control toparticipate

Approach

Leverage viral dimensionharnessing “viralconnectors”

Potential

Gather insightsalong build,market, sell &support valuechain

Leverage SM toengageinfluencers /buyers / users

Learning

New ways tomanagemessagediscipline

Framework for Purposeful & Repeatable OrchestrationCommunity & Marketplace Social Media (CMSM) Marketing Model

Impact onbusiness valuechain – includingmarketing

SAPImperative

ServiceMarketplace

BOC

BPX EcoHub

UAC

SDN

Target audiencesegmentationis preamble;conversation isnew dimension

“User created”networks withunfilteredperspective

Before releasing its new Terms of Use (TOU), SAP CommunityNetwork (SCN) undertook an extensive 8 month process ofgetting input and feedback from a group of top communityleaders and experts, the SAP Mentors.

“Before releasing the final version,the SCN team reached out to agroup of people called the SAPMentors, to get their feedback andinput on the new Terms of Service.The final version was pushed out tothe users on May 27th and it almostwent by unnoticed… I didn't hearanyone complain."

Anne Petteroe,

SAP Mentor

SCN gained insight into communityconcerns: attribution, licensing, andcommercialization of the submitted content.

Over 32 weeks, details of the TOU were finetuned until a consensus was built. The fullyvetted SCN TOU was released in May 2009

Implementation of Terms of Use has becomea contributing factor to the ongoing growthof SAP Community Network

Market &Customer

Insight

ProductDefinition &

Build

SolutionLaunch &

Awareness

LeadGeneration &Acceleration

SAP Community NetworkTerms of Use (TOU) Revision

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Dan McWeeneySoftware DeveloperAdobe Systems Inc.

“We talked to a number of SAPmentors and created a roundtableabout Genesis because it’s reallytargeted at enterprise knowledgeworkers and we wanted to get theirinput early on.”

Adobe Systems Inc. actively engaged in the SAP® DeveloperNetwork (SDN) and Business Process Expert communities forearly input from its target market on a proof of concept forProject Genesis, a desktop application for enterprise knowledgeworkers built on Adobe AIR.

Adobe created a wiki on SDN to gatherspecific feedback from communitymembers and to answer questions onthe project’s direction

Adobe will now launch a product pre-tested with the community, increasingsales potential and end-customersatisfaction

Armed with feedback on product usagein various verticals, Adobe developerscan now resolve key integration issuesin advance

Adobe LeveragesCommunities in ProductDevelopment

Market &Customer

Insight

ProductDefinition &

Build

SolutionLaunch &

Awareness

LeadGeneration &Acceleration

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1 Pre Launch: Build BS7 area on BPX

Launch: Twitter and Facebook

- #BS7 hashtag Top Ten Topic on2/4/09; 30K Followers

- Mentors at live event in NYCtweeting; Blogs feed Twitter,Twitter feeds Facebook

Launch: Third Party Blogs

- Cap Gemini CIO, ZDNet, D.Howlett

2 Launch: Promote to 1.8M SCNmembers - 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 blogstagged with BS7; # BS7 items; # homepage views; # wiki items; # forum items

BS7Launch

UAC BOC

BPX EcoHub

ServiceMarketplace

SDN

4

2

15

3

3

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Market &Customer

Insight

ProductDefinition &

Build

SolutionLaunch &

Awareness

LeadGeneration &Acceleration

Enhancing SAP BusinessSuite 7 Launch

IFRSUAC BOC

BPX EcoHub

ServiceMarketplace

SDN

2 Create buzz; community addscontributions (blogs, articles, etc.)

1 Initiate & seed creation of IFRScontent on SDN & BPX sites

3-part webinar series generated thousandsof registrations and attendees (recordbreaking)

Leveraged user-generated content andexpertise

“Always-on” and Continuous nurturing viarich interaction on SAP Communities

Promote on social networks(LinkedIn , Facebook, etc.)& external community hubs(SAP Insider)

4

23

1

4

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5 Follow up IFRS Webinar serieswith Deloitte

5

Market &Customer

Insight

ProductDefinition &

Build

SolutionLaunch &

Awareness

LeadGeneration &Acceleration

3 Craft IFRS Webinar Series hostedwith Landing & RegistrationPages on SAP EcoHub

6 Sustain momentum viacontinuous nurturing of topicforums

6

4

Lead Generation for ERPFinancials and Enterprise PerfMgmt with SAP & Deloitte

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Community & “Social Media Aware” MarketingProgram & Campaign Design

“Traditional” Marketing Program / Campaign Model

Marketing Objective &KPI Target Message & Offer Execute & Measure

SAPImperative

ServiceMarketplace

BOC

BPX EcoHub

UAC

SDN

MarketingObjective &

KPI

Target

Message &Offer

Execute &Measure

Expand audience coverage to include appropriate SAPCommunities and external Social Media extensionsEnhance 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 etcEnhance Offers than can leverage viral nature ofCommunities and Social Media Extensions

Decide on impact of continuous engagement / nurturingas 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 FBMap & 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”

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Mark YoltonSenior Vice PresidentSAP Community Network

T 650-687-4656E [email protected]

Thank You!http://scn.sap.com

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Salim AliVice PresidentSAP Community Marketing

T 650-320-3240E [email protected]