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Jive World, Oct 9-11, 2012 Speaker: Gail Moody-Byrd Senior Director, SAP Marketing, SAP Community Network
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SAP and Jive: Unexpecting the Expected
Gail Moody-Byrd, Sr. Director, SAP Marketing
Digital, Social, Community Group
Oct 2012• The Journey Continues…
Feb 2011• Marketing
Assessment
June 2010
• First IT Workshop
May 2011• Migration Reality!
June 2011• Campaign Planning
Dec 2011• Launch
Delay
March 2012• Launch
SAP Community Network’s Journey with Jive…
1,200,000unique individual visitors each month
30,000new members per month
9,200active bloggers
3,000+discussion posts per day
375+discussion topics 272,000
total contributors
230+countries & territories
450blogs per month
2,500,000+registered members
Strong Community, Highly Engaged…
But:Expectations changed with social networking. Members want personalization, connections, ease.
Implication:Relaunch on next – gen, fully-featured platform
The New Way: Jive SBS 5.0 and SAP CommunityBuild a simple, advanced, powerful site
Solutions People ResultsPurpose Innovations Ecosystem Join UsImagineHome Join Us
Page 6
From:
Source ofInformation
Platform upgrade presents opportunity:
•Improve the experience
•Transform brand promise
To:
Place toCo-create Value
Desired Outcomes
ExperienceMembers adopt new functionality to transform experience
Growth Community grows as lurkers see significant payoff from joining
EngagementMembers at all levels step up engagement as participation is easier
Human and Technical • Retraining• Reaching all types • Changing minds• Migrating content • Installing 5.0
But, Migration Realities…
Winning Hearts and
Minds Campaign
“Imagine your world, simplified”
User testing
Positioning & messaging
Stakeholder Training
Change management
Advocate enrollment
Getting Started Material
Our Messaging Framework
A Unified View
• Integrated content on single platform
Personalized Content
•Widgets serve relevant content
Value Added Connections
•“Follow” people, content, places
Easy Publishing
• “Create” function simplifies
BlogsTestimonials
Tip in a Minute
Getting Started
User Tests
Advocates
I am hugely impressed with the stepwise consultative approach my client SAP is taking to managing its community interactions.
The fact SAP is pinging me, a non-employee, as a stakeholder in the ecosystem platform is just excellent.
SAP has brought its community along for the ride.
.
Here’s to no drama. And here’s to the new platform- James Governor, MonkChips, Industry Influencer
The SAP Community Network
What You’ve Imagined Is Here Now.
Experience the New Site.
The Unexpected: Delays.
December 2011 >>> March 2012Why?
• Best first impression• Executive decisions• Honest, open, transparent
War Room
Live Chat
Anatomy of a Go-Live
Launch Day: March 2012
"What I love about the new #SAP #SCN ->Easy Blogging, Usability, Social Aspects & Look/Feel" - Jarret Pazahanick
"It was really SIMPLE to use, learn more ADVANCED things and get better our brain as POWERFUL" - Vasanth Sri
"Great feedback about the New #SCN from peers , all excited to explore the site and am excited to answer their queries. Go for it folks." - Abhisek
Patnaik
"Been looking at new #SAP #SCN community network, looks worth the wait, much easier and visually smart" - John Kleeman
Lessons
1. Outside - In View
2. Advocates
3. Trust
4. Flexibility
5. Listen
6. Engage
The SAP Community Network Team BUILT a simple, advanced, powerful site!
SCN.SAP.COM @gailmoody
Track 3: Marketing & Sales