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Mark Yolton | SVP of Digital, Social, and Communities at SAP GSummit San Francisco 2013
Nurturing and Growing Global Communities: The SAP Example
© 2013 SAP AG. All rights reserved. 2
About SAP The world’s leading provider of enterprise application software
232,000 customers
180+ countries
65,667 employees
€16 Billion revenue
© 2013 SAP AG. All rights reserved. 3
Digital, Social, and Communities at SAP
Digital Social Communities
© 2013 SAP AG. All rights reserved. 4
2 million unique visitors each month
57 million total visits in 2012
9,200 active bloggers
5,000+ discussion threads per day
400+ discussion topics
160 million page views in 2012
46 net promoter score (NPS)
SAP Community Network (SCN)
700+ community moderators
© 2013 SAP AG. All rights reserved. 5
Evolution of Gamification on SCN
2003 2005 2009 2011
Community Moderation
100K Members
2007
Top Contributors
Annual Contest Badges for
Levels
2013
Launch Gamification Module
Celebrate SCN 10th Anniversary! Member of the
Month
U.N. World Food
Program
Gamified SAP TechEd
2011: • Jane
McGonigal Keynote
• Knowledge Quest
Ask the Experts
Points Introduced
SAP Mentor
Program
12 Month Rolling Points
New SCN Platform
© 2013 SAP AG. All rights reserved. 6
Why Gamification on SCN?
Knowledge, Reputation and Recognition
Points Badges
SAP Mentors
Activities
Leaderboards
Original intent: • Facilitate technical/platform success through
collaborative problem solving • Empower the community to help each other vs. SAP
providing all the expertise • Enable learning through knowledge sharing
Primary Outcome: • Use points system and other game techniques to
encourage knowledge sharing by rewarding members
“Bonus” Outcomes: • Members build their professional reputations • Experts & thought leaders are easily identified
Behaviors
© 2013 SAP AG. All rights reserved. 7
Rewards and Recognition on SCN in 2012
Member of the Month
Quality Content Featured on SCN Recognition at Live Events
Badges for Contribution
© 2013 SAP AG. All rights reserved. 8
Why Implement a Modern Gamification Module?
Challenge
Declining visitor engagement
Members overly focused on points - quantity over quality
Some members cheating to get points
Opportunity
Encourage participation by making it easier, fun and valuable to connect with others
Introduce missions that focus on community behaviors and recognize quality and value
Design missions that highlight engagement and provide visual badges (vs. just total points)
Desired Outcomes A more fun, exciting, dynamic community Increased quality and quantity of contributions from both active members and “standby observers” Improved reputation information; Easier identification of topic experts
© 2013 SAP AG. All rights reserved. 9
New and Improved Gamification to Increase Engagement (1 of 2)
Badges
• Based on Missions • 20+ Badges at launch • System recommends
“Next Mission” to reach next level
• More status levels to demonstrate attainable progress
• Detailed “Reputation Tab” in each member’s profile
• How you rank vs. your connections
*Screenshots subject to change
© 2013 SAP AG. All rights reserved. 10
Example Missions
Explore Engage Create Influence
*Screenshots subject to change
© 2013 SAP AG. All rights reserved. 11
New and Improved Gamification to Increase Engagement (2 of 2)
Onboarding
Collaboration
Recognition
Healthy Competition
Self Expression
Altruism Maslow’s Hierarchy of Needs Maslow’s Hierarchy of Needs
© 2013 SAP AG. All rights reserved. 12
Key Learnings
n Know your audience and what they value…focus there
n Tie your vision to business goals
n Involve community members in the process
n Give your project team time and “space” to experiment and evolve together
n Leverage Design Thinking approaches (“audience-in”)
n Have an open mind to changing the status quo
n Inject playfulness!
Game On!
Thank you Mark Yolton SVP, Digital, Social, and Communities SAP Marketing www.sap.com http://scn.sap.com
http://linkedin.com/in/markyolton [email protected] @markyolton
