BlogWell Philadelphia Social Media Case Study: SunGard, presented by Leah Patterson
BlogWell Philadelphia Social Media Case Study: SAP, presented by Brian Ellefritz
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In his BlogWell Philadelphia presentation, "Using Social Media 'Reporters' to Energize a Corporate Event," SAP's Brian Ellefritz shares how they brought their annual conference, SAPPHIRE, alive with social media even for the people that couldn't attend.
Transcript of BlogWell Philadelphia Social Media Case Study: SAP, presented by Brian Ellefritz
© SAP AG 2009. All rights reserved. / Page 1 Internal
Confidential Brian EllefritzGlobal Social Media MarketingBlogwell - Philadelphia - 2010
SAPPHIRE NOWSocial Media Ambassador Program
© SAP AG 2009. All rights reserved. / Page 3 Internal
SAPPHIRE NOWSocial Media Ambassador Program
1. What is SAPPHIRE NOW?
2. Program Overview
3. Impressions
4. Learnings and Improvements
5. Appendix
© SAP AG 2009. All rights reserved. / Page 4 Internal
SAPPHIRENOW – May 2010
Simultaneous live events
Frankfurt
Orlando
Virtual event
Regional Events
Social media
YouTube
Blogs
© SAP AG 2009. All rights reserved. / Page 5 Internal
Social Media Objectives
Treat audience as peers, not recipients
Showcase SAP as a savvy user of social media
Extend the event to those who can’t attend
© SAP AG 2009. All rights reserved. / Page 6 Internal
Social Media Ambassador Concept
Be advocates, “eyes and ears” for those who couldn’t attend live
A topical and real-time source of content
Ensure the SAP story was well represented in the buzz
© SAP AG 2009. All rights reserved. / Page 7 Internal
Pathways
Touchscreen Walls at Live Event
SAPPHIRE NOW Twitter Feed
Ambassador Twitter Feeds
Retweets
© SAP AG 2009. All rights reserved. / Page 8 Internal
Preparation
Overview:
Selected 6 topics
Recruited ambassadors, 6 per location
Training
Blog tool
Flip camera
Expectations
What to expect on site
Resources
Permission form
Social media business card
Audit by Third Party
© SAP AG 2009. All rights reserved. / Page 9 Internal
Content Priority Tweets Follower Reach
Business Suite 144 800 115,200
Business ByDesign 59 325 19,175
SAP BusinessObjects
224 3,805 852,320
Innovation 147 150 22,050
SAP Services 58 110 6,380
Ecohub 97 4,620 448,140
Totals 729 9,810 1.5M
SAPPHIRE NOW - YouTube Channel
Number of Videos uploaded 152
Total video views (May 27) 15.506
SAPPHIRE NOW - Social Media Ambassador Program: Overview - Results
SAPPHIRE NOW Blog
Number of Blog posts 41
© SAP AG 2009. All rights reserved. / Page 10
Lessons Learned
Challenges
Picking accounts to use
Diversity of skills among ambassadors
Hashtag strategy
Video for “live” blogging
Observations
Once underway it’s one giant mashup
Individual’s dedication and performance will vary; focus on the larger experience
© SAP AG 2009. All rights reserved. / Page 11 Internal
Thank you!
© SAP AG 2009. All rights reserved. / Page 12 Internal
