Social Media Helps SAP Extend Conference Content - Event Marketer

Social Media Helps SAP Extend Conference Content

db_sap_edta_2016
Brand: SAP
Agency: IN HOUSE
Awards: EXPERIENCE DESIGN & TECHNOLOGY AWARDS — BEST USE OF SOCIAL MEDIA
Year: 2016

Social media was an integral part of SAP’s digital strategy, extending SAPPHIRE NOW content to audiences worldwide. The objective was to amplify content and the SAP “Live Business” campaign introduced at the event. Social channels leveraged included Twitter, Facebook, Instagram, YouTube, LinkedIn, Slideshare, Periscope and Snapchat, and tying it all together was event hashtag #SAPPHIRENOW.

Pre-event social media tactics aligned with SAPPHIRE NOW’s marketing to develop a content strategy that was communicated to all social managers. During the event, keynotes were broadcast on Facebook and tweets were pushed to live broadcast. A steady cadence of news appeared across all channels. Social conversation was moderated in Sprinklr and images in Wayin. Wrap-up blogs, video replays and featured sessions promoted content post-event. Facebook Live extended the reach of live broadcasts and Voicestorm amplified the messaging through employee advocacy. Sprinklr was used for social media publishing, listening, reporting and governance.

Results exceeded SAPPHIRE NOW’s objectives by a sparkling five percent year-over-year increase, achieving 88,000 mentions, 15,000 distinct users, 406 million impressions and 1 million interactions.

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