SAP and Jive: Unexpecting the Expected

Gail Moody-Byrd, Sr. Director, SAP Marketing

Digital, Social, Community Group

Oct 2012• The Journey Continues…

Feb 2011• Marketing

Assessment

June 2010

• First IT Workshop

May 2011• Migration Reality!

June 2011• Campaign Planning

Dec 2011• Launch

Delay

March 2012• Launch

SAP Community Network’s Journey with Jive…

1,200,000unique individual visitors each month

30,000new members per month

9,200active bloggers

3,000+discussion posts per day

375+discussion topics 272,000

total contributors

230+countries & territories

450blogs per month

2,500,000+registered members

Strong Community, Highly Engaged…

But:Expectations changed with social networking. Members want personalization, connections, ease.

Implication:Relaunch on next – gen, fully-featured platform

The New Way: Jive SBS 5.0 and SAP CommunityBuild a simple, advanced, powerful site

Solutions People ResultsPurpose Innovations Ecosystem Join UsImagineHome Join Us

Page 6

From:

Source ofInformation

Platform upgrade presents opportunity:

•Improve the experience

•Transform brand promise

To:

Place toCo-create Value

Desired Outcomes

ExperienceMembers adopt new functionality to transform experience

Growth Community grows as lurkers see significant payoff from joining

EngagementMembers at all levels step up engagement as participation is easier

Human and Technical • Retraining• Reaching all types • Changing minds• Migrating content • Installing 5.0

But, Migration Realities…

Winning Hearts and

Minds Campaign

“Imagine your world, simplified”

User testing

Positioning & messaging

Stakeholder Training

Change management

Advocate enrollment

Getting Started Material

Our Messaging Framework

A Unified View

• Integrated content on single platform

Personalized Content

•Widgets serve relevant content

Value Added Connections

•“Follow” people, content, places

Easy Publishing

• “Create” function simplifies

BlogsTestimonials

Tip in a Minute

Getting Started

User Tests

Advocates

I am hugely impressed with the stepwise consultative approach my client SAP is taking to managing its community interactions.

The fact SAP is pinging me, a non-employee, as a stakeholder in the ecosystem platform is just excellent.

SAP has brought its community along for the ride.

.

Here’s to no drama. And here’s to the new platform- James Governor, MonkChips, Industry Influencer

The SAP Community Network

What You’ve Imagined Is Here Now.

Experience the New Site.

The Unexpected: Delays.

December 2011 >>> March 2012Why?

• Best first impression• Executive decisions• Honest, open, transparent

War Room

Live Chat

Anatomy of a Go-Live

Launch Day: March 2012

"What I love about the new #SAP #SCN ->Easy Blogging, Usability, Social Aspects & Look/Feel" - Jarret Pazahanick

"It was really SIMPLE to use, learn more ADVANCED things and get better our brain as POWERFUL" - Vasanth Sri

"Great feedback about the New #SCN from peers , all excited to explore the site and am excited to answer their queries. Go for it folks." - Abhisek

Patnaik

"Been looking at new #SAP #SCN community network, looks worth the wait, much easier and visually smart" - John Kleeman

Lessons

1. Outside - In View

2. Advocates

3. Trust

4. Flexibility

5. Listen

6. Engage

The SAP Community Network Team BUILT a simple, advanced, powerful site!

SCN.SAP.COM @gailmoody

Track 3: Marketing & Sales