Help SAP Craft its Social Media Strategy

I've asked the team to start thinking about a unified Social Media strategy for SAP.  Its clear we have fantastic pockets of innovation underway with varying degrees of creativity and depth.. some clearly far ahead of our competition and some not.  I have this  gnawing at the back of my brain that we could be doing this so much better if we actually had  a unified strategy that plugs into our overall Go-to-market strategy.  Mark Yolton has nailed it on the community side.... how do we extend what he's accomplished to other areas of the business?  What else do we need to do?  What aspects of our business should we be looking at? Marketing? Development?  GTM? So I need your help in crafting an agenda.  What things should we be looking at? What items should we be considering when we pull this diverse team together?  This is an alignment exercise NOT an ownership exercise so what are the vectors we need to bring together to make this happen.  Please give me your input so I can make this effort as impactful as possible.

Comments

[Bikshapathi]

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[Steve]

Great stuff!!!! Thanx for the link.

Steve

[Dennis H]

Steve - I'm not sure the paper adds anything 'we' don't already know - other than serving as a validation for a variety of known facts.

I don't see real evidence that SDN is changing SAP from the inside except at a peripheral level.

I see SDN as much more a gigantic forum for developers to solve problems. A good thing for sure. But this is only an extension of stuff developers have done for many a year.

Let's be clear, I'm NOT denigrating in any way the efforts being made and the fact it has opened up parts of the business to external folk such as myself is a very good thing.

But there is a real need for a higher level of engagement that embraces the people who pay for this stuff. Not just those that use it. IMO.

[Steve Mann]

Thanx for your comments Dennis. I agree with much of your assessment. Hence the call for the summit to get our shit together. We need to figure out how to generate momentum throughout the organization based on these inital efforts. Do you have guidance/recommendations/ideas on what the team should focus on?