Since 2001 SAP has brought together its top influencers (industry analysts and bloggers) in a small intimate setting to share and receive input on its product strategy and direction. Last month’s event was hosted in Santa Clara, California and besides the 120 influencers attending onsite, another 500+ also participated virtually.
2010 also marked a major change in the ‘social’ coverage of the event where upwards of 50 SAP colleagues participated in leveraging social media to extend the reach of the event beyond the selected few that were invited to participate. When we set out to plan our social coverage, we had three goals in mind:
- Build awareness and create excitement to drive participation through the live Twitter coverage
- Amplify the key messages during the event for people following the event through Twitter
- Provide real-time feedback to the SAP presenters and help the ‘social’ audience engage
So how did we do? The infographic on the left highlights the major Key Performance Indicators (KPIs) we used to measure our impact, but I wanted to highlight some of the key figures:
- We were able to reach a large audience: While we predominantly relied on Twitter, and had over 12M impressions, our supporting activities on Facebook, Youtube and blogs further amplified our reach
- Our audience was engaged: More than 75% of the total 7,850 tweets were produced by influencers, the ratio between retweets and original tweets was more than 1:1, and we had more than 3x blog posts written by influencers than by SAP employees
- We were able to improve SAP’s perception and grow our community: This is the area that was the most unexpected given the size of this event. During this event we increased the positive sentiment for SAP’s key solution areas by 8.4 points and increased our Twitter followers by 7.4%
While we had provided social coverage in previous events, this marked the first year of such a concerted effort and we now have a baseline to compare ourselves against. I am very proud of what we were able to accomplish and look forward to leveraging these learnings for our future events.