CASE IN POINT | SAP
by Andrew Ngozo
Traversing Social Media with SAP
At a time when the global market is looking to Africa to do business, how any organisation operating on the continent engages with its stakeholders and the outside world is critical. For SAP Africa, with operations across the African continent, this statement has a special meaning for it as the organisation endeavours to live up to its promise in this regard: ‘To help companies run better’. “We want our existing and prospective clients to see us as an organisation that they would like to work with and invest in so far as their social-media endeavours are concerned,” says Tracy Bolton, Marketing Director at SAP Africa.
One of the ways in which the organisation does that is through the SAP Cloud for Social Engagement. According to Bolton, social media has become popular because it allows individuals to have quick interactions with each other, facilitates the exchange of information and opinions, and often leads to group discussions. “As a result of this mode of communication, people are using social media to inform their buying decisions on the products and services they consume in both their personal and business lives. Thus smart marketing organisations are responding by stepping up their efforts to engage with individuals in a personal way in order to positively influence these buying decisions. This approach, however, is not without its challenges,” she notes.
The SAP Cloud for Social Engagement
Among the challenges for companies are: How does a company scale itself to respond to the volume of social-media traffic without dramatically increasing headcount? The other area is: How does the organisation ensure that messages are handled by the right expert while ensuring that responses are quick and consistent? Bolton further asks: “How does a company track conversations across public and private channels and across team members to ensure that these conversations don’t fall through the cracks, and how do you measure your performance over time and demonstrate the impact that your social-media efforts are having on customer sentiment?” It is here that the SAP Cloud for Social Engagement solves the problem with intelligence and automation at social scale. The SAP Cloud for Social Engagement tackles these problems head-on with an integrated approach to the social experience. “It combines intelligent routing of Tweets and Facebook posts with response templates and rich social-profile information to give your ‘fans’ (and detractors) the best possible experience. Best of all, you can measure your performance with powerful integrated analytics that show you everything from team efficiency to sentiment trends,” explains Bolton.
Undeniably, social media is the ‘big’ thing in business and brand building. A company that absents itself from this fast-moving space does so at its peril. It is one medium that has transformed the way people consume information about goods and services. The Social Contact Intelligence is SAP’s mobile application available for iPhone. It provides Mobile Business Impact with its provision of instant value and ease of consumption. The features and capabilities of this application are wide and varied. It displays a list of your favourite contacts and their latest feeds, searches for your business contacts, and views results sorted according to relevance or importance. It also gives details of personal and company insights for a single business contact. These details are then merged with information from the business contact’s preferred social channels. Another feature is that it provides business-related feedback for contacts to enrich the contact data. Last, but not least, it triggers follow-up activities such as sending an email or an invitation to a SAP Jam group.
Protecting your Brand
According to SAP, through the use of its Cloud for Social Engagement, a company can build customer loyalty by responding quickly every time customers talk to you and by answering every question they pose. It also protects your brand by reacting quickly to small incidents and keeps them from becoming big public relations headaches. Since the SAP Cloud for Social Engagement is in the Cloud, it can be in the hands of a company’s team in days. Rollout is straightforward, user interfaces are intuitive, and the software integrates with other SAP solutions to help the client gain even more benefit from an existing investment. Says Bolton: “With a short time to value and a big impact, SAP Cloud for Social Engagement can change the game for your business in a matter of days, not months. The solution also lets you monitor conversations about your brand across social-media channels. You can find and prioritise key messages, conversations and trends. It combines online and in-house customer data along with enterprise-wide collaboration to help you understand the full context of your customer outreach and allows you to effectively respond in minutes.”
Objectives of the SAP Cloud for Social Engagement
The solution allows the client to
Connect and engage with customers through social media.
Manage reputational risks and opportunities in social media.
Identify priority messages among millions of daily Tweets and posts and respond in minutes.
Use team collaboration and enterprise data to ensure timely, effective responses through social media.
Route and prioritise messages from multiple Twitter and Facebook channels.
Collaborate enterprise-wide for fast, informed responses.
Combine social and enterprise data to establish complete customer profiles.
Analyse team effectiveness, service trends, and sentiment.
The solution allows the client to:
Build brand reputation while strengthening customer loyalty online.
Improve team productivity in managing social-media interactions.
Use social-media insight to improve performance and quality.
Improve customer service through streamlined, enterprise-wide collaboration.
“Analytic tools, like tag clouds, help you identify trending topics so that you can get ahead of potential issues or identify emerging opportunities. A built-in report designer lets you craft your own reports in the solution while other deployed software can leverage the reports, analytical tools, and data in the SAP Cloud for Social Engagement. You can share information with your different business intelligence solutions from SAP to enhance your enterprise data with social data,” concludes Bolton.