Title: Senior director-digital, social and communities marketing Company: SAP Years in current job: 6 Gail Moody-Byrd leads marketing for SAP's proprietary online community of IT professionals, which debuted in 2003.
Since then, the network has grown to attract more than 2 million unique monthly visitors and features blog posts, videos, a developer resource center and streaming content from SAP events.
“When I started in 2007, there was a big emphasis on serving the needs of SAP customers and partners. That still remains our primary focus,” Moody-Byrd said. “Beginning in 2009, my team took the SAP Community Network and created social extensions—connecting on Twitter, Facebook, LinkedIn and SlideShare. We simply saw these things as another channel to reach our core audience.”
One of her top priorities over the past year has been working with SAP's solutions team across various product lines—including analytics, mobile, retail, financial services, CRM and cloud computing—to create content for the online community and extend it using social channels.
“Being a part of the conversation online about our evolving product offerings is really important—trying to get our point of view on these topics into the conversations that are happening online,” Moody-Byrd said.
“We start with listening—finding out where the conversations are happening and who the leading influencers are—then engaging in those conversations.”
She's also working on monetizing the SAP Community by developing a lead-scoring process that looks at registrations to see if they should be followed up on, conducting live chats with visitors and other lead-gen efforts.