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Presented by Gail Moody-Byrd, Director of Marketing for the SAP Community Network, on October 6, 2010 to the Community Roundtable.
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Gail Moody-ByrdSr. Director, SAP Global Ecosystem Marketing, CommunitiesOctober, 2010
Next-Gen Community Marketing with SAP Community Network
Community Roundtable
© SAP 2010 / Page 2
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 3
■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
© SAP 2010 / Page 4
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
© SAP 2010 / Page 5
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
© SAP 2010 / Page 6
© SAP AG 2010. All rights reserved. / Page 7
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
© SAP 2010 / Page 8
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
© SAP 2010 / Page 9
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
© SAP 2010 / Page 11
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
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
© SAP 2010 / Page 12
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
© SAP 2010 / Page 13
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
sap.com/techtour