grow your community for member benefit & business value by mark yolton
DESCRIPTION
SAP Social Media Day 2012 (#SMW12) presentation by Mark Yolton, SVP, SAP Community Network & Social Media at SAP on "How to grow your community for member benefit & business value".TRANSCRIPT
Grow Your Community for Member Benefit & Business Value:
Ten Tips!
Mark Yolton | Communities & Social Media | SAP Marketing February 15, 2012
© 2011 SAP AG. All rights reserved. 2
Social Media Social Networks Communities
Social Media – tools, technologies,
and platforms ...
Social Networking (v) – the activity
users engage in ...
Social Networks – formed by
members who share an affinity or
interest ...
Communities – well-defined online
social networks that develop stronger
ties, vibrant engagement, longer-term
relationships, and cultural norms …
© 2011 SAP AG. All rights reserved. 3
SAP Community Network (SCN) The Social Network for SAP Professionals
© 2011 SAP AG. All rights reserved. 4
Broader Community Engagement Model Reach from Inside Out; Pull to the Core
*”Participate” sites are examples only
=
Participate
Orchestrate
Host
Bloomberg
ZD Net Financial
Times
HBR
Forbes.com
WSJ
TechCrunch Influencers
++
.com
© 2011 SAP AG. All rights reserved. 5
A Multi-Year Journey Continuous Growth and Expansion
2003 2005 2009 2011
Launch:
SAP
Developer
Network
100K
Members
Forums
Blogs 1M
Forum
Posts
2007
Launch:
BPX
Add
Wikis
1M
Members
Rebrand:
SCN
Launch:
Business
Objects
Community
University
Alliances
Community
Launch:
EcoHub
App Store
Career
Center
2.8M Members
1.5M UMV
65,000+
Contributors /
year
~1M Newsletter
Subscribers
SAP Idea Place
New SCN* (*Q1 2012)
Launch:
Code
Exchange
© 2011 SAP AG. All rights reserved. 6
Ten Tips to Grow Your Community
Diagram: Jen Evans on MarketingProfs
© 2011 SAP AG. All rights reserved. 7
1. Sharpen the Focus
Avoid “everyone
“everywhere”
Target an audience
segment
One key task or portion
of the entire journey
A distinct demographic
A single product area
One un-met need
One kernel of unique &
differentiated value
… Which they can get
from no one and
nowhere else
© 2011 SAP AG. All rights reserved. 8
2. Think Small
Offer unique value
Unusual, additive, one-of-a-kind
Content
Connectedness
Insight
Get service and support
Share their experiences
An outlet to vent
Offer inbound ideas and
suggestions
© 2011 SAP AG. All rights reserved. 9
3. Build to Critical Mass
There’s power in numbers
“Big Enough” to
generate and sustain
conversations over time
Depth and diversity of
views
Aggregate vs. splinter
thru sub-segmentation
Later break-off sub-topics
as they grow and bulge
Reach across to adjacent
communities or similar
interests
© 2011 SAP AG. All rights reserved. 10
4. Get Newbies Productive Quickly
One chance at a first
impression
Capture their attention
quickly or lose them
(forever)
Welcoming
First steps
Habit-forming reminders
(push)
“Butt”
Curve: Kathy Sierra
© 2011 SAP AG. All rights reserved. 11
5. Create Your Community Culture
Enlist members to
define the boundaries
Quality standards
Expectations of behavior
Appropriate content and
topics
Good taste
Value
Rely on community to
patrol, self-police, alert
Provide enforcement
© 2011 SAP AG. All rights reserved. 12
6. Make it Easy
Build ease-of-sharing and
collaboration into your
platform and experience
Remove barriers
Set the tone for acceptance
Encourage active
engagement and
connectedness
What: update, share, ask,
answer, comment, connect,
vote, upload, attend …
© 2011 SAP AG. All rights reserved. 13
7. Get Personal
Humanize: communities
are people
Think less about
accounts or companies –
even be careful with
personas
Photos, stories,
lighthearted, playful
Coffee Corners – an
outlet for off-topic,
ranting, sidebars
Make it possible for
members to control and
customize their
experience
© 2011 SAP AG. All rights reserved. 14
8. Activate the Core
1 – 9 – 90
Focus attention on the
active, engaged,
influential core members
(The 1%)
Enable Encourage
Identify Leverage
Advantage Champion
Give them more:
access, content, control,
authority, recognition,
voice, influence
© 2011 SAP AG. All rights reserved. 15
9. Embrace the Quirks of Human Behavior
Pop psychology +
sociology + anthropology
+ social economics
Motivations: money,
power, prestige, impact …
Public praise, recognition,
leader boards, spotlights,
access, influence, inner
circle
Light touch moderation =
patience, forgiveness
Thankfulness goes a long
way…
© 2011 SAP AG. All rights reserved. 16
10. Fail Forward Fast
Favor action over analysis
Learn by doing: experiment
Constantly adjust and
course-correct
Seek and listen for
feedback from members
Mitigate risk through a
series of smaller moves
vs. big leaps
Ask forgiveness, not
permission
© 2011 SAP AG. All rights reserved. 17
Ten Tips to Grow Your Community
1. Sharpen the focus
2. Think small
3. Build to critical mass
4. Get newbies productive fast
5. Create your own culture
6. Make it easy
7. Get personal
8. Activate the core
9. Embrace human motivations
10. Fail forward fast
Thank You!
Contact information:
Mark Yolton | SVP
Communities & Social Media
T: 650-687-4656