Presented at Social Media Summit event in New York City on June 22, 2011. Session abstract: A look at the personnel: The best model for organising social media expertise at your company Every company has different requirements when it comes to social media. So it follows that the structure of social media expertise at your company is personalised for you. Choose the right model of organisation and you have an efficient, responsive social media team that ensure you reach your goals. Get it wrong, and you expend a lot of energy for very little result. So how do you choose which model works best? Is a ‘hub and spoke’ system correct? Or is a ‘social media silo’ better? In this session we'll discuss how you should organise your internal resources: Find the right location: Where does your social media team live and who's in it? Make one size fit all: Learn how to use your resources for maximum productivity. Tune into new channels: Marketing was traditionally the focus of your social media team. Is that changing? Get the right person for job: Discover who makes a good advocate of social media and how you to identify that person. Achieve maximum productivity: See how to strategically allocate your resources and establish best practices. SAP, Vice President and COO, Chip Rodgers Adobe, Senior Social Media Strategist, Matt Rozen

1. SAP Community Network
Social Media Summit – NYC Helmsley Plaza, June 22
Chip Rodgers
Vice President and COO | SAP Community Network

2. 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 SOCIAL
I N N OVAT I O N COMMERCE INTELLIGENCE INSIGHT
to SAP customers, partners, employees,
and independent experts
© 2011 SAP AG. All rights reserved. 2

3. The SAP Community Network
A Rich, Global Network of Communities and Assets
SAP Community
SAP Developer Network Business Process
Network Expert community
Business University
Analytics Alliances
Customers
community community
SAP EcoHub
Mobile
Live Events
© 2011 SAP AG. All rights reserved. 3

4. Large, Leading and Impactful
Leadership in Social Innovation, Social Commerce and Social Intelligence
> 2.5 million members strong
> 200 countries and territories
Members ~ 20,000 new members / month
~ 1.3 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
© 2011 SAP AG. All rights reserved. 4

5. SAP TechEd
16,000 Attending in Four Regions
 SAP’s premier technical education conference
 Community Events – Drives deeper and more meaningful engagement, networking
Las Vegas:
Shanghai:
5,500
Berlin: Bangalore: 2,000
3,900 4,500
© 2011 SAP AG. All rights reserved. 5

6. Community Participants & Stakeholders
Holistic Business Responsibilities – SCN as Orchestrator
Internal Participants
 Solution Management Orchestrated by SCN
 Product Development
 SAP Services
 Consulting
 Support
 AGS
 Marketing
 Product
 Outbound
Features
 Events Members
 Global Comms Wikis Forums  Customers
Listen Set Speed
Consume, Learn, Share
 PR, AR, Internal, Pubs
 Developers
 Web Council / WTP Prioritize  Analysts
 SAP Education Align Establish Direction
Create Content
 SAP Field  Consultants
Innovate Govern Coordinate
 RIG  Partners
Establish Policy Orchestrate  Service
Share Best Practices Publish  Software
Take ResponsibilityExecute  Tech
External Participants Facilitate Remove Barriers  Channel
 Developers Thought Leadership Operate  Other
 Business Analysts Advocate  Influencers
 Report Writers
Feedback
 Prospects
 Independent Consultants
 Service Partners
 Software Partners
 Technology Partners Community
Articles


Mentors / Contributors
Bloggers
eLearning
 Analysts
 Social Media Experts Blogs Downloads
 Media / Press
 Conference Organizers
© 2011 SAP AG. All rights reserved.
IT Platform / Infrastructure 6

7. SAP Community Network Reputation System
Incentives to Encourage Quality Contributions
 Contribution Points
 Active Contributor badges (bronze, silver, gold,
platinum)
 Topic Leaders: contributors recognized by topic
 Active Contributors (250+ points)
 Achievement Certificates
 Top Contributing Companies Featured
 Additional Recognition
 Best content featured on home pages,
newsletters…
 Recognition at major events – TechEd, etc.
 Numbers:
 115,000 contributors in 2010
 2,000+ Active Contributors in 2010
 129 Topic Leaders
 100 SAP Mentors
© 2011 SAP AG. All rights reserved. 7

8. SAP Mentor Program
Community Engagement with a Passionate Group of Core Influencers
 SAP Mentors are the top
community influencers of the SAP
Ecosystem
 100 mentors are customers,
partners or SAP employees
 Top 0.0001% of SAP Community
members
 All are hands-on experts in an
SAP product or service
 Champions for SAP product roll-in
and roll-out
 Advisors to SAP
 Represent the larger community
http://sapmentors.sap.com
© 2011 SAP AG. All rights reserved. 8

9. Growing a Collaborative Community
Phases of growth
Map
Seed Cultivate Harvest for
Audience
Community Conversations Impact
Presence
Who Why Host Satisfaction
Where Content Engage Intelligence
Needs Value Ecosystem Leads & $$
© 2011 SAP AG. All rights reserved. 9

10. Case Story: Recent Product Launch
SAP Business Intelligence 4.0
First milestone: BI/EIM 4.0 Launch Pre-During-Post Activity
Early Awareness • SCN members started blogging about the
BI/EIM 4.0 release several months prior to
launch
Training Content • 200 new eLearning tutorials on BI 4.0 were
created and available on SCN a month prior to
launch
Educating Evangelists • SAP Mentors given early access to 4.0 demo
environment to help their blogs and podcasts
Launch day • Social Ambassadors
Ongoing content curation • Blogs, non-technical forum, features, webcasts
© 2011 SAP AG. All rights reserved. 10

11. Pre-Launch Blogs
By SAP Community Members, Mentors, Influencers
© 2011 SAP AG. All rights reserved. 11

12. Seeding and Orchestration: Examples
Twitter hashtag #BI4 SAP Community
for launch with YouTube Channel
(customer videos)
high velocity tweet stream
JP Morgan
SAP Community Facebook
Page
CBS
© 2011 SAP AG. All rights reserved. 12

13. Business Intelligence 4.0 Launch – Community Results
 Strategic Objectives
 Re-brand “BusinessObjects Community” to “Business
Analytics Community”
 Attract Non-technical LOB audience
 Drive Leads for Business Analytics solutions
 Tactics: BI / EIM 4.0 Launch
 Pre-Launch:
- 83 blog posts generating 103,000 page views and 271
comments
- 58 tweets / 7,152 clickthroughs and 399,717 impressions
- 200 new eLearning tutorials with 42,000 views in first 3
months
 Launch Day and Beyond: 107 tweets generating 7,242
clickthroughs
- Another 150+“live” tweets from SAP Mentors
- 22 new blog posts on SCN thus far
- Overall 200K page views from social launch activities
© 2011 SAP AG. All rights reserved. 13

14. Thank You!
Chip Rodgers
Vice President & COO
SAP Community Network
http://scn.sap.com
610-203-4703
chip.rodgers@sap.com
@ChipRodgers
sap.com/techtour
© 2011 SAP AG. All rights reserved. 14

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