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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
© SAP 2009 / Page 2
Extreme Market Forces Demand ConstantEnterprise Evolution
Collaboration
Speed of Change
Globalization
Business Networks
Consumerization
Reinventionas a Constant
© SAP 2009 / Page 3
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
© SAP 2009 / Page 4
The SAP Ecosystem – OnlineA Vibrant Global Network of Customer-Facing & Partner-Enabling Assets
Customers
SDNSCN
BPX
BOC
EcoHub
UAC
© SAP 2009 / Page 5
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
© SAP 2009 / Page 6
Downloads and ToolsCollaboration Skills DevelopmentContent
SAP’s Online EcosystemConnect, Collaborate, Co-innovate
Marketplace
© SAP 2009 / Page 7
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
© SAP 2009 / Page 8
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
© SAP 2009 / Page 9
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
© SAP 2009 / Page 10
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
“ “
© SAP 2009 / Page 11
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
“
© SAP 2009 / Page 12
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
© SAP 2009 / Page 13
SAP Community Network:Building a Culture of Community
© SAP 2009 / Page 14
CASE STUDIESLeveraging Communities & Marketplace for Enterprise
© SAP 2009 / Page 15
Harness the Power of Diverse CommunitiesAcross The Business Value Chain
© SAP 2009 / Page 16
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&
© SAP 2009 / Page 17
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
© SAP 2009 / Page 18
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
© SAP 2009 / Page 19
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
© SAP 2009 / Page 20
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
© SAP 2009 / Page 21
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
© SAP 2009 / Page 22
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”
© SAP 2009 / Page 23
Mark YoltonSenior Vice PresidentSAP Community Network
T 650-687-4656E [email protected]
Thank You!http://scn.sap.com
© SAP 2009 / Page 24
Salim AliVice PresidentSAP Community Marketing
T 650-320-3240E [email protected]