Gail Moody-Byrd, Sylvana Chang | SAP Communities & Social MediaApril 19, 2012

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Agenda

Background

Linked In and SAP’s Presence

How SAP Community Network Uses Linked In

1. Traffic Source

2. Ad Campaign as Research

3. Source of New Influencers

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Role of Community Engagement Marketing

1. Attract: New members

2. Educate: Re: Benefits

3. Motivate: P2P, Passion, Pass-along

2012: Boost awareness of & engagement in the new SCN• Why?• How?• What?

•Supports Humanize and Pull Pillars; Ten IMPs

MotivateEducate

Attract

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SCN Social Media Channel Strategy: At a Glance

=

Participate

SAP ERP Financials

Orchestrate

Influencers

Forbes.com

CBSInteractive.com

CNNMoney.com TheStreet.com

CFO.com

CBSMoneyWatch.com

*”Participate” sites are examples only

Host

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SAP Brand Has Huge Presence on Linked In

• There are 5,305 SAP-related LinkedIn Groups

• #1: unofficial SAPCommunity with 133,827 members

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SAP Company Page

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SAP Community Network LinkedIn Group

• We are #15: official SAP Community Network group with 11,660 members

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Top Traffic Referrer is Linked In

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Linked In Advertising as Research for SCN

Free SAP eLearning

Become an SAP Expert Fast

Find more SAP projects

Helpful SAP Career Blogs

SAP? Learn. Solve. Connect.

0 100 200 300 400 500 600 700 800

SAP Community Network LinkedIn Ads Performance

Clicks

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Linked In is Source of New SCN Influencers

Popular Conversations

Top Contributors

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Lessons Learned

• Best Source of B2B Traffic

• Can Gain Customer Insight

• Identification of New Influencers

Contact information:@gailmoody@sylvanachang