SAP Community Network -- Leveraging Community for Performance
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A presentation I gave yesterday to the Ragan event "Social Media Summit: Best Practices for B2B Communicators". Discusses the growth and philosophy of SAP Community Network, components of the community program, as well as a case story for how SAP leveraged the community for a successful launch of SAP's Business Analytics products in 2011.
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SAP Community Network -- Leveraging Community for Performance
- 1. The SAP Community NetworkBuilding a Comprehensive Ecosystem Chip Rodgers| SAP Community Network May 5, 2011
- 6. 38 years of business process experience
- 10. We All Face Extreme Business Challenges … Exponential rate of change a × 10b Globalization 101 0111 110 1011 110 1001 110 1001 Explosive growth Fewer resources Fragmentation Proliferation of devices
- 11. How Does Social Networking Address Business Challenges? Exchange information in knowledge stores and via knowledge flows Connect with others to find answers and insight Get just-in-time solutions to urgent business or tech challenges Save time and $$ by re-using or adapting solutions built, proven, recommended by trusted others Build and refresh skills in a dynamic peer learning environment for career growth Increase success, quality, value by adopting shared best-practices Discover, evaluate, and buy based on peer recommendations and with more info and knowledge Gain insight and generate net-new knowledge thru innovations
- 12. SAP Community Network (SCN) is the Social Network for SAP professionals (covering developers, IT professionals, business process experts, business users, business intelligence pro’s, professors and students) delivering to SAP customers, partners, employees,and independent experts Social Innovation Social Commerce Social Insight Social Intelligence
- 14. Extracting intelligence from customer behaviors and conversations to equip our field force with insight into customer hot topics, burning issues and new opportunities
- 15. Using the wisdom of the crowd to drive higher quality solutions and innovations that better meet customer needs and therefore have greater market impact
- 17. The SAP Community NetworkA Rich, Global Network of Communities and Assets SAP Developer Network Business Process Expert community SAP Community Network University Alliances community Business Analytics community Customers SAP EcoHub
- 18. Large, Leading and ImpactfulLeadership in Social Innovation, Social Commerce and Social Intelligence > 2.4 million members strong > 200 countries and territories ~ 20,000 new members / month Members ~ 1.5 million unique visitors / month > 4 million visits @ 20 million pages / month Traffic > 200,000 have contributed (ever) > 115,000 last year w/ 2,500 top contributors ~ 8,000 bloggers … 100+ SAP Mentors … Contributors “SAP Community Network may be the most extensive use to date of social media by a corporation.” Leveraging the Talent-Driven Organization The Aspen Institute - 2010 ~ 4,000 posts / day in 350+ forums ~ 2 million topic threads @ 7M messages ~ 2 million monthly newsletter impressions Momentum ~ 750+ SAP ecosystem solutions Thousands of demos and trials delivered Serving >200 countries @ all industries Impact
- 19. Layers of Community Engagement = Participate Engage Orchestrate SAP.com Formal Content BPX SDN SOCIAL MEDIA EXTENSIONS UAC Influencers SAP Mentors Varies by Target Audience
- 20. Community Engagement Building Blocks
- 23. SAP Services
- 24. Consulting
- 25. Support
- 26. AGS
- 27. Marketing
- 28. Product
- 29. Outbound
- 30. Events
- 31. Global Comms
- 32. PR, AR, Internal, Pubs
- 33. Web Council / WTP
- 34. SAP Education
- 35. SAP Field
- 37. Developers
- 38. Analysts
- 39. Consultants
- 40. Partners
- 41. Service
- 42. Software
- 43. Tech
- 44. Channel
- 45. Other
- 46. Influencers
- 49. Report Writers
- 51. Service Partners
- 55. Bloggers
- 56. Analysts
- 58. Media / Press
- 59. Conference Organizers Blogs Set Speed Listen Prioritize Community eLearning Establish Direction Align IT Platform / Infrastructure Coordinate Innovate Govern Orchestrate Establish Policy Share Best Practices Publish Wikis Take Responsibility Execute Facilitate Remove Barriers Downloads Thought Leadership Operate Advocate Feedback Articles
- 62. 100 mentors are customers, partners or SAP employees
- 63. Top 0.0001% of SAP Community members
- 64. All are hands-on experts in an SAP product or service
- 65. Champions for SAP product roll-in and roll-out
- 66. Advisors to SAP
- 67. Represent the larger communityhttp://sapmentors.sap.com
- 69. Community Events – Drives deeper and more meaningful engagement, networkingLas Vegas: 5,500 Shanghai: 2,000 Berlin: 3,900 Bangalore: 4,500
- 70. SAP TechEd Community Engagement ExamplesInnoJam… Innovation Lab … Expert Networking… SAP TechEd LIVE …
- 71. Lifecycle of Community BuildingOr… “Does Social Media Really Impact Revenue?”
- 72. 12 Social Media Marketing Capabilities and Tactics Audience-Focused Capabilities Leverageinfluencers Integrate with otherroutes-to-market Deliver awareness programs & campaigns COMMUNITY DEVELOPMENT PROCESS Map audience presence Harvestfor impact Seedcommunity Orchestrate conversations Social Media Foundational Capabilities Training Listening Risk management Governance Measurement
- 73. Best Practices for Community Building Decide on a strategy Define the audience Let the community/evangelists speak among themselves Use Social Media Measurement System (SMMS) to orchestrate and measure Nurture, then harvest
- 74. Questions to Ask to Help You Pick a Strategy Am I trying to: …build awareness …get a prospect to consider buying? …make a sale? …assess after-sale satisfaction? …collect customer feedback on a product? Which job roles, lines of business, industries should I target? Is my target global or regional/local? Does my target audience speak English or another language?
- 75. Business Analytics LaunchRecent Case Study
- 76. Business Analytics Case Study Background Objectives Community Building Process Seeding and Orchestration Measuring with Social Media Management System Results
- 79. Sharing of vision: Analytics
- 80. Growth and sustained momentum
- 81. Major Product Launch: BI 4.0….
- 82. Need to generate sustained, long term buzz(not just a 1-day spike on Launch Day)
- 83. Community is an asset to be leveraged
- 84. Business Objects Community: 520,000; passionate about Business Objects
- 85. But to fully leverage, must:
- 87. Engage business decision makers
- 89. 200 new eLearning tutorials on BI 4.0 were created and available on SCN a month prior to launch
- 90. SAP Mentors given early access to 4.0 demo environment to help their blogs and podcasts
- 93. Seeding and Orchestration: Examples SCN eLearning Curriculum
- 94. Seeding and Orchestration: Examples SAP Community YouTube Channel(customer videos) Twitter hashtag #BI4 for launch with high velocity tweet stream JP Morgan SAP Community Facebook Page CBS
- 95. Rich, Engaging, Community-Generated ContentBusiness Analytics Community Homepage Self-paced eLearning demos for all BI users Featured blogpost targeted at business users Blog post for business leaders written by a GRC thought leader
- 96. Fresh Content to Engage the AudienceBI/EIM 4.0 Launch Page Webinar on Dashboards 4.0 Newly launched forum for non-technical discussions Video Contest targeted atend users Blog post about new features
- 97. Social Media Management SystemSprinklr for Conversation Management Captures all mentions of your Twitter account (RTs, mentions, replies) Set up customized lists and searches to monitor Create your Twitter or FB post here – assign a campaign, tags, and schedule your posts in advance.
- 98. Sprinklr for Campaign ManagementBusiness Analytics Tracking from @SAPCommNet Created a specific campaign for the BI4 launch Tracks all Twitter & FB activity for your campaign
- 99. Harvest for Revenue Registration Page on SAP EcoHub Community/SAP EcoHub host 30 Analytics webcasts Integrated into Online Lead Routing with CRM code Next–gen promotion Promotion community/social tactics Blogs, features, banners, forum posts, Twitter, Facebook, Youtube channels across SCN, BI, SAP Community evangelists drive interest March 30 Webcast 974 registrants Registration Page on SAP EcoHub
- 101. Re-brand “BusinessObjects Community” to “Business Analytics Community”
- 102. Attract Non-technical LOB audience
- 103. Drive Leads for Business Analytics solutions
- 104. Tactics: BI / EIM 4.0 Launch
- 106. Best Practices for Community Building Decide on a strategy Define the audience Let the community/evangelists speak among themselves Use a Social Media Management System (SMMS) Nurture, then harvest
- 107. Questions
- 108. Chip RodgersVice President & COO SAP Community Network http://scn.sap.com 610-203-4703 chip.rodgers@sap.com @ChipRodgers Thank You! sap.com/techtour
Editor's Notes
- Some things are 1) run on the community (hosted properties). 2) Some are orchestrated properties FB, etc. and 3) Forbes.com and other social channels.Here are the sites being considered for ad placement:Forbes.com (Business, Technology, Leadership sections of the site)BNET.com (Leadership, Moneywatch sections)CBSinteractive.com network (Finance, Healthcare and Retail industries)CNNMoney.com (Homepage, Business, Technology sections)TheStreet.comCFO.com
- Build audience – BroadenSeed community – Enhance experienceOrchestrate – Curate content/conversationsHarvest – Revenue
- With our new focus on Business Users, we are seeding the community with more non-technical content in our editorial process: This week’s feature is our self-paced eLearning content which are non-technical and aimed at all BI end usersWe’ve already gotten 43,000 views in the first 3 months and 4.0 is not even at GA yet! The two featured blogs below are targeted at business users. The community has responded well to this content and Mentors have asked for more of it.We will continue to engage thought leaders like Norman Marks (a GRC expert) to contribute quality content for business users.
- This is our BI/EIM 4.0 launch page We use this page to feature a lot of business user/LOB content. This will likely evolve into a dedicated page for business user content. This week’s feature is a webinar on Dashboards (formerly Xcelius) which has received over 1,000 registrations – a record high! We also just launched a forum for non-technical discussions which received 3,000+ views in its first month with contributions from thought leaders, mentors, customers and partners. We are just getting started with this effort. In the lower left is an SAP video contest targeted at BI/EIM end users – www.sapdatarevolution.com In the lower right is a blog on key new features in 4.0 – also Business User-friendly content.
- This screenshot shows how we create and monitor conversations in Sprinklr We use Sprinklr not just for Business Analytics but for all of SCN’s social media posts (Twitter and FB primarily) As you can see Sprinklr allows you to track mentions of your accounts; and create custom lists & searchesThis is similar to TweetDeck or HootSuite but integrated within Sprinklr At the bottom of the page is where we create our postsYou can assign your post to a particular campaign; assign tagsSprinklr also allows collaboration between multiple social media teams for promoting BI4 event. Multiple accounts can be selected to tweet the same message at the same time. Each account can assign their tweets using the same campaign, allowing us to see consolidated results.Most importantly, you can create posts in advance to post content at a specific day and timeThis allowed us create an Editorial Calendar for the 4.0 launch and be proactive with a daily stream of posts based on our key launch messages
- This is the Reporting tab within Sprinklr. As you can see, you can create a specific campaign and assign all your tweets and posts to that campaign This allows you to have a consolidated, real-time view into how your campaign is doingAs you can see, you can view the specific message, reach, # of clicks and RTs for Twitter, comments, likes for Facebook, and videos views, rating for Youtube(all the columns sum up at the bottom of the page)You can also export this data to Excel if you want to perform additional analysis For Business Analytics we created a “BI4” campaign which allowed us to track the buzz we were generating both PRE and POST-launch. What Spinklr showed us was the following:PRE-LAUNCH: 58 tweets/FB posts generating 7,152 click-throughs and 399,717 impressions (1.8% CTR)LAUNCH DAY+: 107 launch-related SCN tweets/FB posts generating 7,242 click throughsPlus another 150 “live” tweets from SCN community members who attended the event in NYC In summary, if Twitter is part of your marketing mix, a tool like Sprinklr can help orchestrate your conversations and measure your impact.
- Used SCN platform used to “anchor” a webcast series on Business Intelligence related to the new BI4 launch. (Done with Regional Marketing and have CRM codes. Can provide a list of topics that will be in the webcast. )Speakers wrote blogs on the community to say what they were going to talk about on the webcasts. Forums used to extend conversation after the webcasts. Also, promote via the SAP Community Network FB, YouTube, LinkedIn, Twitter (SAPCommNet). 30,000 social users. An interconnected communication channel. 2010 generated 440 million marketing touched pipe with 24 webcasts.