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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

Mark Yolton - Nurturing and Growing Global Communities: the SAP Example

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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 SAPThe world’s leading provider of enterprise application software

232,000customers

180+countries

65,667employees

€16 Billionrevenue

© 2013 SAP AG. All rights reserved. 3

Digital, Social, and Communities at SAP

Digital Social Communities

© 2013 SAP AG. All rights reserved. 4

2 millionunique visitors each month

57 milliontotal visits in 2012

9,200active bloggers

5,000+discussion threads per day

400+discussion topics

160 millionpage views in 2012

46net 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

PointsBadges

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 SCNRecognition 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 Levels Reputation

• 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

SelfExpression

AltruismMaslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

© 2013 SAP AG. All rights reserved. 12

Key Learnings

Know your audience and what they value…focus there

Tie your vision to business goals

Involve community members in the process

Give your project team time and “space” to experiment and evolve together

Leverage Design Thinking approaches (“audience-in”)

Have an open mind to changing the status quo

Inject playfulness!

Game On!

Thank you 

Mark YoltonSVP, Digital, Social, and CommunitiesSAP Marketingwww.sap.comhttp://scn.sap.com

 

http://linkedin.com/in/markyolton

[email protected]

@markyolton