Presentation by: Evan Welsh, Director of Global Media Relations, SAP www.bdionline.com

1. This is the Title of Your Presentation (Title
Case)
The Social Customer
July 20, 2011
Evan Welsh, Director, Global Media Relations, SAP
evan.welsh@sap.com
@evwelsh
© 2011 SAP AG. All rights reserved. / Page 1

2. SAP Today
53,800+
SAP employees worldwide
120
countries
25
industries
37
languages
170,000+
customers worldwide
€12.5 B
annual revenues
© 2011 SAP AG. All rights reserved. / Page 2

3. Leading Companies Trust SAP’s Industry Expertise
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4. About SAP
We Help Organizations Do What They Do...Better
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5. SAP CUSTOMERS…
…PROCESS 2.5 BILLION
UTILITY BILLS PER YEAR
…MANAGE 50 MILLION
BANK ACCOUNTS
…PRODUCE 2.2 MILLION
TONS OF CHOCOLATE
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6. New Demands of Business Software
Instant use and instant Lower total Enable sustainable
value everywhere IT cost growth
“The ultimate customer is the business consumer.”
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7. The Power of Social Media: They Find You
78% conduct product research online
Social sites #1 source for product info.
91% of email users have opted out of
company lists previously subscribed to
2/3 of the country is on “Do NOT Call” list
59% drop in email use by 12-to-17-year-olds
due to social-networking
57% of businesses have acquired a customer
through their blog
41% of B2B companies have acquired a
customer through Facebook
Company websites with a blog get 55% more
visitors
Inbound marketing leads cost 62% less than
outbound
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8. The Reach of Social Media
“Conventional marketing wisdom long held
that a dissatisfied customer tells ten people.
But…in the new age of social media, he or
she has the tools to tell ten million.”
Paul Gillin, author of The New Influencers
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9. The Goal: Sales. Experience. Equity.
“Web visitors from social sites convert at 59% higher
rates to sales”
~ MarketingSherpa Search Marketing Benchmark Survey
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10. THE SAP COMMUNITY
NETWORK
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11. Why Do Communities Matter?
People Work Differently Today to Manage the Explosion in Sources of Data
a × 10b
Exponential rate
Globalization: Economies, of change
societies, and cultures are integrated
101 0111
110 1001
110 1011
Complex world 110 1001
Explosive growth in
dissemination of information
overwhelms teams
Proliferation of devices: Fragmentation: Sources of
Increasing access to information information are user generated ,
on new form factors now from a multitude of sources
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12. SAP Community Network
Leadership in Social Innovation, Social Commerce and Social Intelligence
> 2 million members strong
> 200 countries and territories
Members ~ 20,000 new members / month
~ 1 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 contributors
Contributors ~ 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 extensive
Momentum ~ 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
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13. Social Media Becomes Social Business
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14. The SAP Community Network
What is it…?
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
SOCIAL SOCIAL SOCIAL
I N N O VAT I O N COMMERCE INTELLIGENCE
to SAP customers, partners, employees,
and independent experts
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15. IDEA PLACE: OVERVIEW AND BENEFITS
Influence the Future Direction of SAP’s Products and Solutions
WHAT IS IDEA PLACE?
A step change in the way SAP capture ideas and feedback from
customers
Centralized hub to enable visibility across a range of SAP
products
Customer actions:
Submit ideas, collaborate on ideas, vote on ideas
Follow and watch status of ideas and requests
Register to become early adopters
Customer voting builds priorities to influence importance of ideas
Growing organically – new products added over time
CUSTOMER PROOF POINTS
Strengthen the voice of the customer
Early insights and direct feedback
Customer get the software earlier
Predictable implementation costs for early adopters
Reduced costs of operations
Transparency on specifics of ideas and enhancements
Earlier general availability
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16. IDEA CROWDSOURCING PROVIDES A SCALABLE
MODEL TO CUSTOMER CENTRIC FEEDBACK
Ideas
Ideas
Top 10 by votes
(implement)
Provide status
Individual updates on the rest
of the ideas
Customers
Individual
Customers RANKED
(by votes)
Low to No Ranking
Traditional Crowdsourcing
Low customer collaboration on ideas High customer collaboration and elaboration on ideas
Case in Point
Encourages duplicates Discourages duplicates
DELL IdeaStorm has
Low to no prioritization All ideas ranked
1 million contributors
Unscalable for Solution/Product Managers Scalable for Solution/Product Managers
with only 14,000 ideas
Lacks broad feedback e.g. end-users End-users and other audiences easily added
1 status update = 1 customer notified 1 status update =1000s of customers notified
Low ability to identify customer interests and Customer interest and trends can be used for
trends – customer relationship lost subsequent feedback, engagement and promotion
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17. 2010 YEAR IN REVIEW & H1 2011
2010 Accomplishments
1) Joint SCN/TIP Idea Place BETA launched in April 2010 Idea Pipeline Activity
2) Launch supported by Vishal to ‘OPEN’ SAP to crowdsourcing 3,445 Open Ideas
3) BETA successful, adopted by several core SAP initiatives 130 Under Review
22 For Future Consideration
KPI 2010 2010 2011 98 Delivered or Coming
Goals Achieved YTD
Ideas 500 1,303 3,695
New Ideas (Monthly)
Votes 5,000 5,044 15,304
Comments 1000 913 2,559
Idea Topic Sessions 25 30 93+
Lessons Learned
SAP product teams hungry for open repeatable process to reach
out customers
SAP Community Network leveraged by customers and
employees to drive awareness and attention to ideas *blue = customer, yellow = employee, green = total
Customers/Community collaboration, refines and challenges
ideas before product teams have even begun to engage
2010 Key Success Stories
BusinessObjects product suite has adopted Idea Place for in product and replacement of classic enhancement process
Customer Connection initiative has adopted Idea Place as roll in channel for - enhancements requests
Idea Place embedded in 2 products to provide customer feedback (Crystal Reports and Crystal Interactive Analysis)
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20. SCN Delivers Value across Constituencies
Customers, Partners, Individuals, SAP, Influencers…
“There are many instances when my clients have read my
“Siemens resolves NetWeaver-related blogs and articles in SCN and as a result, it was much easier
technical problems using SDN 50% to convince them or make them listen to my proposal. …It
faster than through other channels.” actually creates a brand for you in the SAP community.”
Richard Hirsch
Senior Portal/SAP NetWeaver® Consultant Dipankar Saha
SAP Mentor
IBM India
“[My customers] hear directly from peers about the
“SAP EcoHub is an easy to use single source that will
solution, and get comfortable that they’ll have a vast
streamline the process for identifying trusted,
network to tap into once they’ve deployed. I’m glad
relevant solutions that meet our business needs and
Chevron has over 1,000 members in the communities - it
work within our existing SAP installations. This is
speeds up sales cycles, improves customer
something that I have been searching for a long time”
satisfaction and ultimately increases revenue for SAP.”
Matt Stultz
Vice President, Global Information Technology Jen Campbell
SAP AE for Chevron
“SCN offers SAP partners like us the opportunity to get
SAP Community Network… may be the most
connected with 2 million members of the SAP ecosystem, who
extensive use to date of social media by a
live and breathe SAP, to exchange know how and to
corporation.”
demonstrate our thought leadership. It’s a great way to connect
Leveraging the Talent-Driven Organization,
The Aspen Institute, March 2010
directly with SAP customers, partners and SAP employees.”
Ross Moris
Director of Alliance Sales
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21. Customers Gain Speed, Clarity and Insight
Direct Access to Best Practices
Standard Bank is using SDN Colgate Palmolive saved 10% Hamelin learned from trusted
enterprise service use cases to 20% of project time using sources what worked and
to ensure accuracy and the SAP Communities as a didn’t, leading to informed
shorten cycles. resource. decisions and successful
implementation.
“Project resources together with “ SCN has been a very helpful “ We wanted technical information,
the SAP Community Network are resource for many questions that step-by-step instructions on how to
proving paramount to us realizing we encountered during the get [SAP BusinessObjects
our vision. We were able to development phase of our SAP solutions and SAP ERP] to work
capitalize on the content and implementation; easily saving us together. The SAP
lessons learned on SCN to 10-20% of overall project time. BusinessObjects community gave
significantly shorten our learning Finding a similar solution ourselves us what we needed to implement
curve and development might have taken an extra 2-3 the software successfully.”
lifecycles.” weeks, in some cases.”
Jean-Marc Viallatte
Phillip Parkinson Faisal Mehmood Managing Director
Integration Developer Business Process Analyst Hamelin
Standard Bank Colgate Palmolive
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22. It’s not about the technologies…
It’s about the relationships
It’s Not About The Technology…It’s About the Relationships
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