The document discusses the evolution and growth of the SAP Community Network (SCN) over its 8-year history. It notes that SCN now has over 2.5 million members, delivers social innovation, commerce, intelligence and insight to SAP customers and partners, and follows models to cultivate conversations and harvest impact from its large social network. Metrics show tremendous growth in traffic, participation and knowledge-sharing on SCN since its launch in 2003.

1. 8 Years In: Elements of a Maturing Practice
The SAP Community Network
Mark Yolton
Senior Vice President | SAP

2. For Today...
 SAP Community Network
 Models & Methodologies
 Metrics & Measures
 Observations & Discussion
© 2011 SAP AG. All rights reserved. 2

3. Run Better with SAP – Leader in Enterprise Software
We Help Organizations Do What They Do... Better
170,000
customers
53,000
Employees
25
Industries
Number 1
 Enterprise Applications
 Business Analytics
 Enterprise Mobililty
 SME
© 2011 SAP AG. All rights reserved. 3

4. A Network of Communities & Assets
SAP Community Network (SCN)
Customers
© 2011 SAP AG. All rights reserved. 4

5. SAP Community: Large, Leading, and Impactful
Pioneering Social Business Best-Practices
> 2.5 million members strong
> 200 countries and territories
~ 20,000 new members per month
~ 1.5 million unique visitors / month
> 4 million total visits per month
> 20 million pages consumed per month
> 250,000 members have contributed
knowledge and content (ever)
~ 120,000 contributors in the past year
~ 8,000 bloggers
>70% are customers/partners vs. employees
Approaching 25,000 blogs published
~ 4,000 posts / day in 360+ forums
~ 2 million topic threads @ 8M messages
~ 100 SAP Mentors = top expert influencers
~ 5M email boxes / qtr via newsletters
© 2011 SAP AG. All rights reserved. 5

6. Tremendous Growth & Expansion
SAP Community Network (SCN)
Launch:
Launch: 2.5M Members
Launch: EcoHub
App Store Code 1.5M UMV
Business Exchange
Launch: Objects Career >100,000
BPX Community Center Contributors /
Add University year
Wikis Alliances
100K 1M > 1M Newsletter
Community
Members Members Subscribers
Forums Rebrand:
SCN
SAP Idea Place
Blogs
Launch: 1M
Forum
SAP
Posts
Developer
Network
2003 2005 2007 2009 2011
© 2011 SAP AG. All rights reserved. 6

7. SCN Today…
SAP Community Network (SCN) is the
Social Network for SAP professionals
(covering developers, IT professionals, business process experts,
business users, business intelligence pros, 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. 7

8. SAP Community Network (SCN)
The Social Network for SAP Professionals
SOCIAL SOCIAL SOCIAL SOCIAL
I N N OVAT I O N COMMERCE INTELLIGENCE INSIGHT
OUTCOMES
Use the wisdom of Leverage the reach Enable customer Extract intelligence
the crowd to drive online to drive success through the from customer
higher quality dramatically active sharing of behaviors and
solutions and increased leads knowledge, solutions conversations to
innovations that and revenues with a and best practices equip SAP with
better meet customer focus on big plays insight into
needs and have through targeted customer hot topics,
greater market campaigns burning issues, and
impact new opportunities
ENABLERS
O R C H E S T R AT I O N
S O C I A L P L AT F O R M
© 2011 SAP AG. All rights reserved. 8

9. Growing a Collaborative Community
Phases of Growth
Map Audience Seed Cultivate Harvest for
Presence Community Conversations Impact
 WHO  WHY  HOST  LEADS & $$
 WHERE  CONTENT  ENGAGE  SATISFACTION
 NEEDS  VALUE  ECOSYSTEM  INSIGHT
 INFLUENCE
© 2011 SAP AG. All rights reserved. 9

10. Orchestration of Community Engagement
CONTENT CADENCE CONVERSATION
Curation Context Connections
 Source  Timing & Pace  Monitor & Respond
 Transform  Orchestration  Identify & Leverage
Influencers
 Coach  Message
Discipline  Collaboration
 Tag & Spotlight
 Ride the Waves  Drive & Leverage
 Consumption Campaigns
3C Framework
© 2011 SAP AG. All rights reserved. 10

11. Broader Community Engagement Model
Reach from Inside Out; Pull to the Core
Participate
Orchestrate
Host
=
SAP.com
Influencers SAP Mentors
© 2011 SAP AG. All rights reserved. 11

12. Social Media & Communities – Key Task Areas
Include in
Integrate with Leverage
Programs &
Routes to Market Influencers
Campaigns
Attract &&
Attract Build Nurture &
Publish & Enable Healthy
Engage
Engage Community Evolve
Curate Content Collaboration
Audience
Audience Presence Relationships
Measure
Monitor Topics & Manage & Policies & Build Employee
Outcomes &
Trends Mitigate Risk Governance Skills
Impacts
© 2011 SAP AG. All rights reserved. 12

13. Measures & Metrics
Align with Business Objectives  Evolve Richness Over Time
ATTRACTION COLLABORATION INFLUENCE
 Leadership
 Traffic  Engagement Self-directed projects
 Forum posts,
 Member Growth blogs, wiki edits,  Innovation
 Consumption podcasts, video, Products
Policies
 Customer Service whitepapers…
 GTM  Impact
 Reach Priorities
 Leads Recommendations
 Referrals
 Total & Unique Visitors  Answers Delivered w/ Quality  Outside-In Product Innovations
 Pages Viewed & Hot Topics  Speed of Resolution  Product Line Expansion
 Total Membership & Growth  Experiences Shared  Policy Changes
 # Contributors & Influencers  Best Practices Catalogued  Strategic Priority Shift
 # Bloggers  Referral Measurements  Independent Projects (CERT 5)
 Forums & Thread Growth  Content Recommendations  # Leads  Influenced Sales
 FAQs, Content, Models, Code…  Current Product Adoption  Cost Savings & Efficiencies
Nascent Maturing…
© 2011 SAP AG. All rights reserved. 13

14. Signs of Maturing Social Business Program
Infiltrate  Add-on to extend existing current
Programs campaigns & programs…
Permeate  Ever-broadening scope, goals,
Behaviors engagement, adoption, skills…
 Deep & abiding commitment to
Inculcate
sustain & evolve relationships
Culture
with key stakeholders at the core
© 2011 SAP AG. All rights reserved. 14

15. Parting Thoughts...
 SAP gains business value & delivers a broad range of benefits to a variety of
stakeholders via our social network for SAP professionals: the SAP Community Network
 Over the course of ~8 years of experimentation and maturation, we spot patterns of
success which we then reflect with models and develop into repeatable methodologies
 Successful community management and social media engagement combines both art &
science, and can be replicated by adopting and adapting what works for others
 Social Business can drive…
• Professional benefits -- growth, education, reputation… – to individual members
• Business benefits – speed, innovation, reach, quality... – to customers and partners
• Measurable value – efficiency, loyalty, top-line growth, market impact… – to SAP
© 2011 SAP AG. All rights reserved. 15

16. Thank You!
http://SAP.com
http://scn.sap.com
Mark Yolton | SVP sap.com/techtour
SAP Community Network
Mark.Yolton@sap.com

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