Blurring the Lines

The hottest trend in b-to-b marketing remains the concept of the hybrid event—the conferences, meetings and trade shows that combine the physical with the virtual, the offline and the online, to create experiences larger than the sum of their parts. Using websites, streaming video, podcasts, social media and more, hybrid events connect attendees from remote locations to the live action, creating greater reach and ROI for organizers and generating leads, content, revenue and excitement. They’re the ultimate cloud-based reach and frequency multiplier for on-the-ground events.

But for Scott Schenker, vp-global events at software giant SAP, the term “hybrid” doesn’t quite cut it when it comes to describing SAPPHIRE NOW, his company’s newly transformed annual conference for customers, prospects, partners and influencers. This year a main event in Orlando drew 15,000 attendees, but reached an additional 45,000 through all channels, including regional “connected” events, sapphirenow.com, traditional video, live broadcast video and social media platforms. And it moved the needle on their perception of the SAP brand.

To find out how, click here and download the full story.

In this video, Brian Ellefritz, vp-global social media and Marcus Starke national vp- North America field marketing at SAP explain the SAPPHIRENOW.com social media strategy. Click here to watch.