Tasneem Shafiq

 Analysis of Social Media Presence and Strategy of SAP [Student Name] [Student Institute] Contents Executive Summary3 Introduction4 Social Media Analysis of SAP4 Social Media Presence5 Social Media Audience7 Social Media Marketing8 Ethics, Privacy and Security9 Social Media Technologies11 Conclusion13 Recommendations14 Reference16 Executive Summary It is observed that SAP is one of the biggest vendors of enterprise resource planning and other applications. The company is operating its business in around one hundred and ninety countries. The SAP gives the on location, cloud and hybrid models with the utilization of cloud computing activities. The good social media presence has provided outstanding visibility to the company around the world. Furthermore, different employees, bosses, investor, job seekers as well as business analysts are one of the social media audiences of SAP. Different database developers, programmers, designer as well as database administrators are also social media audiences of SAP. In the past few years, the team of SAP is experimenting on the social media techniques while using social media websites such as Facebook and Twitter and SAP, in house projects such as beyond customer relationship management, SAP HANA, SAP cloud technologies and SAP hybrid model. Moreover, SAP JAM, Social OnDemand solution, Social Media Analytics, access management and social media engagement technologies are also part SAP experimentation. Introduction The social media is one of the most dominant analytical tools to check the status of the company in their respective market. When the company uses it appropriately, they will be able to develop excellent personal relationships with their potential customers, investors and other stakeholders (Procopio, Spielvogel, & Thomson, 2012). While, businessmen and marketers usually make blunders of becoming the part of social media without having clear plans and aims. It led them towards personal relation disaster (Procopio, Spielvogel, & Thomson, 2012). Hence , for developing good position in social media market , you need to develop a clear strategy and plan that evaluates what the company is interested to attain from their customers and with whom they want to compete (Pantaleo & Pal, 2008). The SAP is the international software company which is located in Walldorf Germany. It is one of the largest vendors of enterprise resource planning and other organizational applications[ CITATION Axe16 \l 1033 ]. According to the results of 2016, the SAP serves around three hundred and thirty five thousand customers in one hundred and ninety countries in which eighty percent are small and medium size businesses[ CITATION Axe16 \l 1033 ]. This paper discusses about social media presence, social media audience, social media marketing, ethics, privacy and security and social media technologies. This paper also provides suitable recommendations to improve the social media presence of SAP in the market. Social Media Analysis of SAP Through smart strategy, the SAP should know that their aims and objectives are particular, measurable, obtainable, related and based on specific time period. In accordance to SAP, around seventy five percent of all the global business transactions are integrated with the systems of SAP[ CITATION Dan08 \l 1033 ]. The SAP provides on location, cloud and hybrid deployment models with the use of cloud computing alternatives, while considering the future of company in focus. The enterprise resource planning system of SAP enabling the organizations and companies to function the processes of their businesses be it sales , accounting, human resources , production and payments within an integrated environment[ CITATION Mic12 \l 1033 ]. Social Media Presence The development of a strong social media presence is an effective way to produce higher visibility for the company; it is argued that in the form of increased social media presence, the brand requires to be nearer to the customers[ CITATION Dan08 \l 1033 ]. This encouragement of increasing social media presence aims to take an initiative of using social media tools including blogs, Facebook, and Twitter etc, so as to interact with large number of customers. Therefore, social media is swiftly turned out to be a significant portion of the communication plan[ CITATION Mic12 \l 1033 ]. The power of social media presence assists the SAP to develop awareness of its brand and also improving the engagement of customers with the brand. In these days, customers used to enjoy to get connected with the company through social media. For instance, customers are blogging, interacting with their friends and family, posting latest news on Twitter and getting interlinked with LinkedIn to get connected with the company[ CITATION Axe16 \l 1033 ]. Through good social media presence, the marketers of the company SAP are interested to meet the objectives of developing a relationship between the company and customers that are conducted through online communities such as Youtube, Twitter, Netflix and Facebook. Good social media presence may increase brand awareness and brand reliability[ CITATION Dan08 \l 1033 ]. SAP is one of the biggest software companies in the world, with their products they are assisting business around the globe and people are making sure they have the right information solution for their requirements. There is a good perception of SAP in different locations of the world. However, understanding the sentiments of the customers is one of the significant requirements of the SAP[ CITATION Mic12 \l 1033 ]. The SAP is getting famous in social media with its unique and outstanding business strategy and social media presence. They are providing products to assist organizations evaluating data and personalizing the customer experience through the evaluation of personal emotions as well as with the analysis of real time analytics, Different customers can utilize social media tools of SAP to get understand and analyse the market trends by means of social web and tracking their personal success and failures[ CITATION Axe16 \l 1033 ]. For instance, using the social media tool dashboard of SAP, the customer can increase their engagement with SAP and other businesses. It also gives recent inside information to assist the customers for effective understanding of the social media performance of the company[ CITATION Axe16 \l 1033 ]. The company is trying to develop social collaboration much simpler by supporting open programming interface to make it simpler for the organizations to develop collaborative applications for effective decision making[ CITATION Dan08 \l 1033 ]. Social Media Audience When most of the individuals think of social media segmentation they thought about paid targeting alternatives. The SAP uses social media to increase its social media audience where Facebook permits customers to target their messages to the company. It is based on the data in the form of customers’ interests, their demographics and their geographical locations while other social media platforms such as Instagram, Twitter and LinkedIn have pursued the same pattern[ CITATION Dan08 \l 1033 ]. To enhance the social media marketing efforts by the company, it is important to know about the customers, specifically on which social media customers are spending most of their time. Moreover, different investors, employees as well as bosses, job seekers and business analyst are one of social media audience of SAP. It is observed that customers are the biggest social media audience of SAP where today company functions in a varying environment. Where, the consumers can have a right to use content from multiple devices and distribution channels. Several programmers, as well as database developers, designers and administrators are one of the social media audiences of SAP[ CITATION Mic12 \l 1033 ]. In the recent times, the companies like SAP are operating in the varying environment where the customers can contact content from the multiple devices and distribution channels. It is quite significant to attach with your customers for effectively understand their evolving tastes and priorities. However, by means of social media, SAP hears, observes and engages straightforwardly with the customer to develop closer associations and development with brands that create a center of attention for the innovative audience[ CITATION Mic12 \l 1033 ]. The appearance of social media has initiated an innovative form of communication among the customers and companies, challenging conventional ideas. However, developing innovative opportunities for the organizations to know customers and get connected with them more efficiently than ever before. The SAP controls data from social media platforms to increase real time inside knowledge about different areas for instance viewership information as well as sentiment analysis concerning both content for instance TV programmes and advertisements[ CITATION Dan08 \l 1033 ]. Social Media Marketing The social media marketing is described as the procedure of increasing traffic and attractiveness by means of social media websites, the social media marketing defines as the method that targeted social media group and application used to broaden awareness of brand and encouraging specific products, The social media marketing campaigns mainly focus around in the development of a social media presence on main platforms[ CITATION Dan08 \l 1033 ]. Figure 1: Social Media Marketing SAP is a not a small company in the eyes of business companies. In the last few years ,their team member around the company initiated experimenting on the social media websites, For it they have launched few tools and technologies such as the business managements solution provides forty seven products and services in about twenty international industries with fifty three employees. The SAP Company assist organizations to measure feelings and sensitivities regarding the brands, and their related services and products to effectively understand the customers. The organizations are streamlining the marketing procedures through connecting with all related stakeholders whilst influencing tools to increase and attain business decision makings and telling good outcomes[ CITATION Mic12 \l 1033 ]. The company is interacting with major stakeholders to enhance the pace of the market and increasing the decision making procedures. With such a broad organization, it was not easy to ensure each team followed a specified and proven tasks. The beyond customer relationship management is the international and Omni-channel advertising campaign launched in 2014. To place the company SAP as the most efficient solution provides, who help to make the business easy. Through their social media marketing the SAP wants to create a wow effect for their consumers and view with the energy of real time data visualizations of social media[ CITATION Dan08 \l 1033 ]. Ethics, Privacy and Security The SAP does their business ethically and encourages corporate social sustainable business which should be done under the umbrella of good corporate governance which should be done around the world. It is observed that strong governance and accountable to business performances give accomplishments to SAP along with sustainable financial development at the macro stage (Qin, Chang ,Li and Li, F., 2014). The focus of the company is to protect their systems from intruders and illegitimate users which may come around the moral significance of the system security and national protection. However, the company is facing the morality issues of hacking and security crimes. The company follows the ethics of setting procedures, policies, rules and regulations, customs and laws that influences the way the company is managing and working (Wanga and Zhangb, 2014). Figure 3 SAP Corporate Governance structure The company also follows the rules of corporate governance within Germany and outside the country that may include the associations with several stakeholders and goals achievement. The company SAP carries out business dealings with veracity where all employees of the company signs an agreement of code of business conduct when they become a part of the company, in the agreement the company has carries out with consumers, contractors, competitors and business partners, It also covers fair contest, quarrel of awareness, anti fraud as well as confidentiality and indoors dealing[ CITATION Dan08 \l 1033 ]. The company also developed a privacy statement to describe the organization commitment with their stakeholders related to their privacy rights. The privacy statement and copyrights activities apply to the websites of the company [ CITATION Dan08 \l 1033 ]. It is argued that in SAP information security is dominant where the company has outstanding track record of protecting business in response of developing information technology threats. The company stakeholders can make sure that their crucial information is well safeguarded from all forms of attacks regardless it is stored in on the premises or on SAP cloud (Qin, Chang ,Li and Li, F., 2014) Social Media Technologies The BeyondCRM is launched a full suite with increased consumer engagement and commerce abilities, The company describes its passion for the digital changing, influencing the SAP HANA , SAP cloud technologies for the consumers along with the technologies of SAP hybrid and sprinklr. The company is helping the world with its extensively competitive and fast evolving business solutions that are incorporated with cloud computing technologies in the form of social media websites such as Facebook and some of their in house projects (Pride and Ferrell, 2015). These facilitate companies to connect customers by means of social media channels as well as cloud based accessibilities to the SAP Jam platform along with the secured information sharing regarding marketing procedures. Social OnDemand solutions and the SAP Social Media Analytics application allow sellers to connect customers by means of social media channels for instance Twitter and Facebook. Through these technologies the company can enhance interaction, efficiency and decision making while influencing the cloud based functionality permitting the accessibility from inside and outside of the firewalls of the computer can easily communicate with the users, Access Management is also used to protect security of customers products (Pride and Ferrell, 2015). SAP security solution is effectively responsible of custom code security as well as application security, management of duties. The social media engagement software provides a list of major consumer messages, identifying sentiments as well as keywords with revealing of trends. They also make marketers capable of dealing with Facebook and other social media websites as well as giving support to arrange and route messages. Moreover, removing threat from the enterprise threat detection software of SAP makes capable the software user to identify cyber threats within the real time information technology environment and then deleting it (Peng,2013). Figure 2: Social Media Analysis and Engagement team Conclusion It is concluded that through social media SAP emphasizes on helping the world to function the world in a much better way as well as enhancing people lives. The company believes that social, economical and environmental actions and performances are interconnected with each other developing concrete influences. The efforts of the Company emphasizes on the development of sustainable future for SAP and their consumer and the society. There are several social media marketers who have understood the benefits of utilizing social media for organizing and intensifying the brand for instance Facebook, Twitter and YouTube. These social media websites may have the capability for engaging the customers with the brands in a communicative way. As well as assisting companies such as SAP and Oracle to increase their social media presence. It is argued that SAP is at the center of recent business and technological evolution and treating as the leader of the enterprise application software development market. The company helps customers to modernize their business processes while providing you the capability to utilize live data to estimate the trends of the customers in the present moment live. It is observed that safeguarding the privacy of individual on the internet is important for the future of internet business which is moving towards the success of internet economy. The main thing the companies are interested to know about developing measurable aims and objectives through SMART strategy, selecting different channel and creating innovative messages to attract customers and building a content plan (Payne and Frow,2013). Recommendations It is evaluated with the criticism on the business and social media activities of the company is required to improve its social media marketing in a much better way than before[ CITATION Dan08 \l 1033 ]. They should improve their sentiment analysis technique and their social media marketing techniques. Considering the social media marketing techniques , the social media team of SAP is required to recognize the right mix of social media strategies , related plans and channels that will make so many social media programs booming[ CITATION Mic12 \l 1033 ]. In SAP social media marketing department, there are few of the ineffective programs offered important information to the team(Mohapatra, 2012). . For instance, one social media marketer group of SAP has developed an incredible blog that successfully improved trust of the customers. But the groups finished quickly before it could chew more hence, they should learn from their mistakes in order to improve their blog writing and blog techniques better than before. It is recommended to develop a library where employees review their past knowledge and with reading of books , watching of new technological and social videos. That will be described by the team of erudite people to team them how to plan new ideas, launching and organizing effective social media programs (Nazarea,Rhoades and Andrews-Swann, 2013). They should also work on their research and development department where they should come up with new ideas and innovation as well as renovating old ideas while improving their existing R&D approaches[ CITATION Dan08 \l 1033 ]. The SAP should incorporate twitter into its customer relationship management product to increase its social media presence. The company should also turn their eyes towards sentimental evaluation process to enhance their social media presence and getting increased revenue from it[ CITATION Axe16 \l 1033 ]. Reference Pantaleo, D. and Pal, N. ,2008. From Strategy to Execution: Turning Accelerated Global Change into Opportunity. Springer Science and Business Media. Procopio, M., Spielvogel, P. and Thomson, N. ,2012. 42 Rules for B2B Social Media Marketing: Learn Proven Strategies and Field-Tested Tactics Through Real World Success. Happy About. Uhl, A. and Gollenia, L. A., 2016. Digital Enterprise Transformation: A Business-Driven Approach to Leveraging Innovative IT. Routledge. Mohapatra, S. , 2012. E-Commerce Strategy: Text and Cases. Springer Science and Business Media. Nazarea, V. D., Rhoades, R. E. and Andrews-Swann, J. , 2013. Seeds of Resistance, Seeds of Hope: Place and Agency in the Conservation of Biodiversity. University of Arizona Press. Payne, A. and Frow, P. , 2013. Strategic Customer Management: Integrating Relationship Marketing and CRM. Cambridge University Press,. Peng, A. , 2013. The 2013 International Conference on Management and Information Technology. DEStech Publications. Pride, W. M., and Ferrell, O. C. , 2015. Marketing 2016. Cengage Learning. Qin, Z., Chang, Y., Li, S. and Li, F. , 2014. E-Commerce Strategy. Springer. Wanga, F. and Zhangb, X.-P. , 2014. The role of the Internet in changing industry competition. Information and Management , 71-81.