Case study: how to use social media to put an enterprise conference on Twitter's top Trending Topic list.

1. Make an Enterprise
Conference the Next
Trending Topic on Twitter
Page One and SAP SAPPHIRE Now
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2. The Setting
SAP wanted to make its 2010 global
customer conference, SAPPHIRE Now,
a truly enhanced, real-time event.
Their objective? To offer customers,
partners, and prospects a greater
opportunity to connect, collaborate and
build a community.
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3. Why Page One?
SAP loved the buzz and feeling of
community generated by Page Oneʼs
social media campaign for its tennis
tournament, the SAP Open.
Wanting to tap into that same capability,
SAP tasked Page Oneʼs social media
team with raising SAPPHIRE Now to a
new level of connectivity and experience.
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4. Why Social Media?
establish relationship
be part of the conversation
opportunity to voice opinions and thoughts
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5. Twitter Highlights
10,478 uses of the #sapphirenow hashtag
#4 on Twitterʼs list of most popular
Trending Topics (May 18)
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6. Facebook Highlights
• 3,337 fans
• 21,561 page views
• 193 posts
• 150 comments
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7. Results from Day 1
332 Tweets, 217 ReTweets
4,999 Uses of #SAPPHIRENOW hashtag
5,630 Mentions of SAPPHIRE NOW on Twitter
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8. Results from Day 2
3,268 Facebook fans
3,788 Facebook page views
4.53 Interactions per Facebook post
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