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Former Member

Greetings from SAP TechEd in Las Vegas!

It’s always a thrill to attend our annual “family reunionof the SAP community. Although the official conference agenda kicks off tonight, there is already a buzz in the halls from InnoJam, ASUG pre-conference seminars, and the rush of some 6,000 attendees arriving today and tomorrow. 

One of the things I love about SAP TechEd is meeting people in different industries who are attending the conference for various reasons. Often times the people I meet are curious about what my team does (SAP Digital, Social, and Communities) – whether they are industry analysts, executives interested in social media, or other attendees.

To help them understand what we do, why we do it, the many components in a vast puzzle of interdependent and complementary pieces, and the historical context, we’ve put together a Briefing Book to share with them - which I’m happy to share with you as well. It was originally produced for analysts, bloggers, and media -- and was restricted + limited in its distribution -- but we're sharing it openly here since the SAP story is often seen as a leading or best practice, and we're pleased to help others learn and benefit from our journey. 

This briefing book is timely because it reflects some significant changes we made to the focus of our work, and the way we work, in 2012. Whereas in past years my team was responsible primarily for the SAP Community Network and the SAP TechEd event series, this year we’ve added our best-in-class Social Media channels and our award-winning world-class Digital Marketing organization. These three teams now form SAP Digital, Social, and Communities (or “DiSCo” for short).

These changes reflect how “traditional” online marketing (SAP.com) + social media (Facebook, Twitter, LinkedIn, SlideShare, YouTube, Weibo, others) + online (SCN) communities + in-person (SAP TechEd) community interactions have converged – which only makes sense because you (our customer or partner) should be able to view us as “one SAP” rather than a series of isolated interactions.

The DiSCo team is committed to breaking down traditional marketing silos to create a more seamless experience for you. For example, in the coming months you will see SAP.com become a much more socially integrated site with content coming from SCN, social media channels, and non-SAP contributors. It's our goal to someday have more than 50% of the content of SAP websites generated not by SAP but by our customers, partners, and others in our ecosystem. There’s a lot of opportunity here and we’re looking forward to doing some innovative things already heading into 2013.

In the meantime, we hope you find this Briefing Book helpful with some interesting facts and figures you may not have known. Please feel free to provide any feedback in the comments section below.


Mark Yolton

Note: Today I updated this blog with a link to the newer, updated version of the SAP Digital / Social / Communities Briefing Book

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