Social Media Summit NY -- June 22, 2011

1. SAP Community NetworkSocial Media Summit NYC Helmsley Plaza, June 22Chip RodgersVice President and COO | SAP Community Network

2. The SAP Community NetworkWhat is it? 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. 2

3. The SAP Community NetworkA Rich, Global Network of Communities and Assets SAP Community SAP Developer Network Business Process Network Expert community Business University Analytics Alliances Customers community community SAP EcoHub Mobile Live Events 2011 SAP AG. All rights reserved. 3

4. Large, Leading and ImpactfulLeadership in Social Innovation, Social Commerce and Social Intelligence > 2.5 million members strong > 200 countries and territoriesMembers ~ 20,000 new members / month ~ 1.3 million unique visitors / month Traffic > 4 million visits @ 20 million pages / month > 200,000 have contributed (ever) > 99,000 last year w/ 2,000 top contributorsContributors ~ 6,000 bloggers 100+ SAP Mentors ~ 4,000 posts / day in 350+ forums SAP Community Network ~ 2 million topic threads @ 7M messages may be the most extensiveMomentum ~ 2 million monthly newsletter impressions use to date of social media by a corporation. ~ 700+ SAP ecosystem solutions Leveraging the Talent-Driven Thousands of demos and trials delivered Organization The Aspen Institute - 2010 Impact Serving >200 countries @ all industries 2011 SAP AG. All rights reserved. 4

5. SAP TechEd16,000 Attending in Four Regions SAPs premier technical education conference Community Events Drives deeper and more meaningful engagement, networking Las Vegas: Shanghai: 5,500 Berlin: Bangalore: 2,000 3,900 4,500 2011 SAP AG. All rights reserved. 5

6. Community Participants & Stakeholders Holistic Business Responsibilities SCN as OrchestratorInternal Participants Solution Management Orchestrated by SCN Product Development SAP Services Consulting Support AGS Marketing Product Outbound Features Events Members Global Comms Wikis Forums Customers Listen Set Speed Consume, Learn, Share PR, AR, Internal, Pubs Developers Web Council / WTP Prioritize Analysts SAP Education Align Establish Direction Create Content SAP Field Consultants Innovate Govern Coordinate RIG Partners Establish Policy Orchestrate Service Share Best Practices Publish Software Take ResponsibilityExecute TechExternal Participants Facilitate Remove Barriers Channel Developers Thought Leadership Operate Other Business Analysts Advocate Influencers Report Writers Feedback Prospects Independent Consultants Service Partners Software Partners Technology Partners Community Articles Mentors / Contributors Bloggers eLearning Analysts Social Media Experts Blogs Downloads Media / Press Conference Organizers 2011 SAP AG. All rights reserved. IT Platform / Infrastructure 6

7. SAP Community Network Reputation SystemIncentives to Encourage Quality Contributions Contribution Points Active Contributor badges (bronze, silver, gold, platinum) Topic Leaders: contributors recognized by topic Active Contributors (250+ points) Achievement Certificates Top Contributing Companies Featured Additional Recognition Best content featured on home pages, newsletters Recognition at major events TechEd, etc. Numbers: 115,000 contributors in 2010 2,000+ Active Contributors in 2010 129 Topic Leaders 100 SAP Mentors 2011 SAP AG. All rights reserved. 7

8. SAP Mentor ProgramCommunity Engagement with a Passionate Group of Core Influencers SAP Mentors are the top community influencers of the SAP Ecosystem 100 mentors are customers, partners or SAP employees Top 0.0001% of SAP Community members All are hands-on experts in an SAP product or service Champions for SAP product roll-in and roll-out Advisors to SAP Represent the larger community http://sapmentors.sap.com 2011 SAP AG. All rights reserved. 8

9. Growing a Collaborative CommunityPhases of growth Map Seed Cultivate Harvest for Audience Community Conversations Impact Presence Who Why Host Satisfaction Where Content Engage Intelligence Needs Value Ecosystem Leads & $$ 2011 SAP AG. All rights reserved. 9

10. Case Story: Recent Product LaunchSAP Business Intelligence 4.0 First milestone: BI/EIM 4.0 Launch Pre-During-Post Activity Early Awareness SCN members started blogging about the BI/EIM 4.0 release several months prior to launch Training Content 200 new eLearning tutorials on BI 4.0 were created and available on SCN a month prior to launch Educating Evangelists SAP Mentors given early access to 4.0 demo environment to help their blogs and podcasts Launch day Social Ambassadors Ongoing content curation Blogs, non-technical forum, features, webcasts 2011 SAP AG. All rights reserved. 10

12. Seeding and Orchestration: Examples Twitter hashtag #BI4 SAP Community for launch with YouTube Channel (customer videos) high velocity tweet stream JP Morgan SAP Community Facebook Page CBS 2011 SAP AG. All rights reserved. 12

13. Business Intelligence 4.0 Launch Community Results Strategic Objectives Re-brand BusinessObjects Community to Business Analytics Community Attract Non-technical LOB audience Drive Leads for Business Analytics solutions Tactics: BI / EIM 4.0 Launch Pre-Launch: - 83 blog posts generating 103,000 page views and 271 comments - 58 tweets / 7,152 clickthroughs and 399,717 impressions - 200 new eLearning tutorials with 42,000 views in first 3 months Launch Day and Beyond: 107 tweets generating 7,242 clickthroughs - Another 150+live tweets from SAP Mentors - 22 new blog posts on SCN thus far - Overall 200K page views from social launch activities 2011 SAP AG. All rights reserved. 13

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