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

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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

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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

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Rewards and Recognition on SCN in 2012

Member of the Month

Quality Content Featured on SCN Recognition at Live Events

Badges for Contribution

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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

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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

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Example Missions

Explore Engage Create Influence

*Screenshots subject to change

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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

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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 mark.yolton@sap.com @markyolton