Communities Accelerating Marketing in the New

World

Salim Ali
Global Vice President, SAP Marketing
Agenda

1. The New Real World

2. Community Building

3. Outcome

4. Q&A

© 2011 SAP AG. All rights reserved. 2

The New Real World

Revolution 1.0: “Will Not be Televised”

Gradual Broadcast Spectatorial

Revolution 2.0: Will Be Tweeted / FBed / Checked-in?

Instantaneous Networkcast Engaged

… Living In A World Of Infinite Mercurys

(with winged feet)

© 2011 SAP AG. All rights reserved. 3

Yes … but a Revolution Is Easy

Market and Have “Social Deal

Customer Media KPIs” Acceleration &
Close
Insight

Buying Customers Other functions

Behavior
Demand
are “talking are “engaging”
Generation
Changing back” now prospects

New set of Brand

Solution Launch online Management
influencers
Support Direct Down-shifting
Implementation & One Voice to
& Indirect RTM Support
budgets the Market

… and Enterprise Marketing Is Herculean

© 2011 SAP AG. All rights reserved. 4
The Evolving Customer Conversation

BUILD MARKET SELL SUPPORT

Episodic 1:N 1:1

1:1
© 2011 SAP AG. All rights reserved. 5
Community Building
It Takes A Village …

and a structured approach to harness the power of

customer communities

1. Community Frame

2. Engagement Continuum

3. Purposeful Orchestration

© 2011 SAP AG. All rights reserved. 7

The Community Frame
Engage Where Conversations Happen

LEVEL EXAMPLE EFFORT

+ SCN on High
SAP.com

+ on FB, Med
Twitter

on Low
Forbes.
com

Building “own” Community is not always the answer

© 2011 SAP AG. All rights reserved. 8
The Community Frame
Key Governing Principles

Audience Strategy
Participate ■ Start “Inside” and
■ 3 “Levels” of extend outward
Engagement -
Host, ■ Seeding
Orchestrate, Orchestrate community is
Participate pre-amble
Host

= Imperative

Approach Outcome

■ Build ■ Increased
Awareness
■ Nurture
■ Enhanced
Demand Gen
■ Always-on
community-driven
Nurturing ■ Accelerated
Adoption

© 2011 SAP AG. All rights reserved. 9

The Community Audience Engagement Continuum

Map Audience Seed Orchestrate Harvest for

Presence Community Conversations Impact

 WHO  WHY  ENGAGE  LEADS & REV

 WHERE  CONTENT  ECOSYSTEM  REFERENCES

© 2011 SAP AG. All rights reserved. 10

 Community Seeding Strategy

Engage & Nurture 4 Broader Target

Audience
Audience
Objective: Accelerate SAP Community
GTM Network Members

Mentors Engage Members

Objective: Ramp-up
Identify & Manage Mentors=/ SAP 3
Evangelists conversation vibrancy
VIPs 2
Objective: Bring early external
credibility
1

Identify & engage SAP Evangelists

Objective: Seed Conversations

© 2011 SAP AG. All rights reserved. 11

Orchestration of Community Engagement

CONTENT CADENCE CONVERSATION

Content Curation Message Delivery Engage & Leverage

 Source  Seeding  Monitor & Respond

 Transform for  Orchestrated  Harness

Communities Community
 Message Evangelist pool
 Tag and Discipline with
spotlight Community  Leverage in DG
Red Thread programs

3C Framework Essential For Scale

© 2011 SAP AG. All rights reserved. 12
SAP Community Network
Leadership in Social Innovation, Social Commerce, Social Intelligence

> 2 million members strong

> 200 countries and territories
Members ~ 20,000 new members / month

~ 1 million unique visitors / month

> 4 million visits @ 20 million pages /
Traffic month

> 200,000 have contributed (ever)

> 99,000 last year w/ 2,000 top contributors
Contributors ~ 6,000 bloggers … 90 SAP Mentors …

~ 4,000 posts / day in 350+ forums

~ 2 million topic threads @ 7M messages
Momentum ~ 2 million monthly newsletter impressions
~ 700 SAP ecosystem solutions
Thousands of demos and trials delivered
Serving >100 countries @ all industries
Impact
> 10,000 leads @ > €33M revenue 2010
“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

© 2011 SAP AG. All rights reserved. 13

An Example: Harnessing Power of Community for
Customer References / Proof Points

 Leverage Community  Lightweight, user-  On-line click-

members as contributors & generated & fast through terms with
evangelists low-cost offer

SAP Interactive Forms – Enter To Win Contest

MESSAGE & OUTCOME USAGE

OFFER
 Leverage for deal
Showcase your 1,000+ clicks, 400 acceleration
Innovation with SAP tell me more, 28
 Campaigns with
Interactive Forms and form submissions,
qualify to win a Book messaging around
24 “Winners” in
(SAP Interactive Forms SAP IF Customer Usage
“See how other
by SAP Press) Catalog SAP customers
are using SAP
Interactive Forms!”

© 2011 SAP AG. All rights reserved. 14

The Engaged Customer Merits Evolved Marketing

“Sending Flowers on Valentine’s Day”

marketing modality is futile

The other 364 days of customer touch

matter; and matter a whole lot more

Marketing Imitating Life Is The Core of

Effective Social

© 2011 SAP AG. All rights reserved. 15