SAP is an international company based in Germany with offices in 130 countries around the world, and being one the largest supplier of enterprise software. SAP’s software is based on industry best practices and acknowledges the use of Enterprise 2.0 technologies as an integral part of their business model.
“SAP Community Network is SAP’s professional social network, orchestrating connections between SAP customers, partners, employees and experts. These communities play an integral role in the SAP ecosystem. Members use the power of social networking to tap into a broad network of peers to gather advice and knowledge to help solve their business problems.” Communities – Key to the SAP Ecosystem
This blog will identify two of the ten associated value levers that SAP extracts from utilizing Enterprise 2.0 technologies based from the McKinsey Global Institute 2012 report. Below are the ten points in McKinsey’s report detail the value levers that Enterprise 2.0 technology has to offer a business, I have added links to examples of how SAP has embraced these opportunities in Enterprise 2.0 technologies.
- Co-create products
- Leverage social technologies to forecast and monitor
- Use social technologies to distribute business process
- Derive customer insights
- Use social technologies for marketing communication / interaction
- Generate and foster sales leads
- Social technology commence
- Provide customer care via social technologies.
- Use social technologies to improve intra- or inter-organisational collaboration and communication.
- User social technology to match talent to tasks.
Using social technologies to improve collaboration and communications and also the ability to leverage social technologies to forecast and monitor are aspects relevant to SAP’s commitment and recent initiative in embracing social media technologies. These two points are the focal discussion topic of this blog which focuses on the benefits of the emerging web 2.0 technologies.
Use social technologies to improve intra- or inter-organisational collaboration and communication. (Points 9)
SAP provides a system to facilitate organisational collaboration and communication in multiple systems, one of these systems is the SAP Developer Network. This blogasphere allows customers to interact and communicate with the people responsible for developing the systems, it gives the customer an insight into what to expect in new releases and possible future tools but also aids in shaping these technologies.
Image from the SAP Developer Network
Another system SAP introduced is SAP EcoHub, the EcoHub provides an area to explore what the SAP community of associates, partners and industry experts observations and opinions on possible solutions. SAP EcoHub allows you then to make an informed evaluation and purchase solution suited to your business requirements and needs. All solutions are ranked by star rated system and comment field produced by a community driven marketplace, this allows customers evaluate solutions and channel questions to the appropriate resources within SAP.
Leverage social technologies to forecast and monitor (Points 2)
At SAP they have actually recognized that Enterprise 2.0 technologies will not only place your business in a competitive advantage, they have built a tool to leverage the potential marketing revenue possibilities that can be ascertained through this medium. SAP has introduced a tool called SAP Social Media Analytics .
The recent hype and influx of internet based messages through social media technologies has become a major influencing factor in consumers purchasing actions. (Mangolds, Faulds 2009). SAP acknowledges this and through a cloud based solution, customers can undertake their own marketing research on what the company’s brands, products and even the competitors brands are trending through social media chatter. To capitalize on what products are desired, there customer’s geographical location and their associated family and friend network with similar aspirations are invaluable.