COMPUTEC S.A. STRATEGICALLY USE SOCIAL MEDIA TO HELP LAUNCH NEW PRODUCT SUPPORTED BY SAP SOCIAL MEDIA PARTNER PROGRAMME SAP PartnerEdge Social Media Partner Programme Partner Spotlight CompuTec S.A. was established in 1999 and has been a leading SAP partner since 2003, specialising in supplying SAP Business One software primarily to customers in Poland. To help with their go-to-market objectives and the international launch of their new manufacturing add-on ‘ProcessForce’, CompuTec S.A. are using various social media tools and are following a highly coordinated social media marketing strategy. As a small sized organisation (50 employees in total), CompuTec S.A. saw the value in using social media as it’s an extremely easy and cost- effective way for smaller organisations to raise their voice internationally. Social Media is all about communication. At SAP we believe your business shouldn’t just dive into the social media pool purely because everyone else is. If you do, your social media activity will become no more than digital junk mail. We view social media as a long-term commitment, not a gimmick, and someone who agrees is Martin Gore, Global Sales Director at CompuTec S.A. Following some research and conversations with a few digital strategists, Martin saw the merit in using social media for the launch of their brand new manufacturing add-on, ‘ProcessForce’. Social media is more cost-effective than traditional launch methods such as printing flyers and buying advertising space and it also enables you to keep customers and the press continuously engaged, unlike older methods which are more static. What’s more, it’s easier to grab people’s attention, educate customers and build loyalty through content which is more fun and interactive. Before Martin set about implementing his social media campaign he first held discussions with the rest of his team to see if they all believed in the value of social media. Once he had established that everyone was on board he then set about constructing a social media marketing strategy. Know your objective For CompuTec S.A. their main objective was to generate an international buzz around the launch of ‘ProcessForce’. After deciding on their purpose CompuTec S.A. then had to agree on which social media platforms were most appropriate. The tools they currently use are Twitter, SlideShare, LinkedIn and Facebook, and the frequency of their activity varies on each site. For example, the team tend to use Twitter several times a week, due to its concise nature, and post press releases currently on SlideShare around once a week, since this content tends to be more extensive. Martin Gore Global Sales Director
Transcript
COMPUTEC S.A. STRATEGICALLY USE SOCIAL MEDIA TO HELP LAUNCH NEW PRODUCTSUPPORTED BY SAP SOCIAL MEDIA PARTNER PROGRAMME
SAP PartnerEdge Social Media Partner Programme
Partner Spotlight
CompuTec S.A. was established in 1999 and has been a leading SAP partner since 2003, specialising in supplying SAP Business One software primarily to customers in Poland.
To help with their go-to-market objectives and the international launch of their new manufacturing add-on ‘ProcessForce’, CompuTec S.A. are using various social media tools and are following a highly coordinated social media marketing strategy.
As a small sized organisation (50 employees in total), CompuTec S.A. saw the value in using social media as it’s an extremely easy and cost-effective way for smaller organisations to raise their voice internationally.
Social Media is all about communication.
At SAP we believe your business shouldn’t just dive into the social media pool purely because everyone else is. If you do, your social media activity will become no more than digital junk mail.
We view social media as a long-term commitment, not a gimmick, and someone who agrees is Martin Gore, Global Sales Director at CompuTec S.A. Following some research and conversations with a few digital strategists, Martin saw the merit in using social media for the launch of their brand new manufacturing add-on, ‘ProcessForce’.
Social media is more cost-effective than traditional launch methods such as printing flyers and buying advertising space and it also enables you to keep customers and the press continuously engaged, unlike older methods which are more static. What’s more, it’s easier to grab people’s attention, educate customers and build loyalty through content which is more fun and interactive.
Before Martin set about implementing his social media campaign he first held discussions with the rest of his team to see if they all believed in the value of social media. Once he had established that everyone was on board he then set about constructing a social media marketing strategy.
Know your objective
For CompuTec S.A. their main objective was to generate an international buzz around the launch of ‘ProcessForce’.
After deciding on their purpose CompuTec S.A. then had to agree on which social media platforms were most appropriate. The tools they currently use are Twitter, SlideShare, LinkedIn and Facebook, and the frequency of their activity varies on each site. For example, the team tend to use Twitter several times a week, due to its concise nature, and post press releases currently on SlideShare around once a week, since this content tends to be more extensive.
Martin GoreGlobal Sales Director
COMPUTEC S.A. STRATEGICALLY USES SOCIAL MEDIA
The hardest part of any social media marketing strategy is keeping the momentum. CompuTec S.A. keep the ball rolling by following a schedule of when to release content and by also allocating different roles within the company. Martin Gore is responsible for defining the strategy and implementing the tactical activities, while the marketing team generate the press release content.
Online success and how to measure it
Though their social media marketing campaign is still in its infancy, CompuTec S.A. are extremely pleased with the results so far. They have generated a revenue stream of approx. €12000, which is small in comparison to western countries, however, the length of time that their social media activity has undertaken has been relatively short. CompuTec S.A expect their social media revenue stream to increase significantly with the product launch of ‘ProcessForce’.
As well as accumulating a number of industry researchers as followers, including Forrester Research and Computer Business Review, they’ve also recently formed a partnership with a French SAP Business One partner through the networking site LinkedIn.
To measure the success of their social media activities they monitor three key aspects:
• Thenumberoffollowers,especially those who are industry experts.
• Howmanyviewstheyreceive across all channels.
• Howmuchrevenuehasbeen generated.
To help them do this, CompuTec S.A. use different social media monitoring tools that are available for free, such as Google Alerts and Twitter Analytics..
Define your strategy then take your first steps today!
Going forwards, CompuTec S.A. are currently in the process of also creating content for YouTube and implementing their blog - their main publishing tool - onto their website.
“Don’t be afraid of the tools, they are easy to use, but first define a strategy for your digital journey.”
For other organisations wishing to embrace social media, Martin Gore, Global Sales Director at CompuTec S.A. has the following advice:
• Beforeyouembarkonasocial media journey, it’s helpful to define your strategy.
• Findandtargetindustryexperts, researchers and the media. One way to do this is by using specific hash tags.
• Followacalendarforcontentrelease. It should outline what information you intend to post on specific dates.
• Don’tbeafraidofsocialmedia tools such as Twitter and LinkedIn - they’re easy to use.
• MakefulluseofSAP’sSocial Media Marketing programme. It’s a really useful way to increase your knowledge on social media through a great mix of theory and practical exercises.
• Forinspiration,lookathowlarger corporations are using social media.
SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, Clear Enterprise, SAP BusinessObjects Explorer and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries.
Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystal Decisions, Web Intelligence, Xcelsius, and other Business Objects products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP France in the United States and in other countries.
All other product and service names mentioned are the trademarks of their respective companies. Data contained in this document serves informational purposes only. National product specifications may vary.
These materials are subject to change without notice. These materials are provided by SAP AG and its affiliated companies (“SAP Group”) for informational purposes only, without representation or warranty of any kind, and SAP Group shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP Group products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty.
For more information about how the SAP Social Media Partner Programme can help you harness the power of social media, visit: www.sapsocialmedia.eu
Discover a social media toolkit with SAP Partner Edge
If you or your organisation would like to start using social media to generate leads and sales, the SAP Social Media Partner Programme is an excellent place to start. It includes all sorts of practical help and advice, ‘how to’ guides and even a glossary – not to mention a series of templates and guidelines for different communications and an ongoing competition to see who can complete the most activities.
For more information about how the SAP Social Media Partner Programme can help you harness the power of social media, visit: www.sapsocialmedia.eu
