SAP - A Case Study

August 27th, 2009, by admin | located in Case Studies | No comments yet | trackback

Challenge:
Understanding the landscape of social influence in the B2B enterprise technology market. SAP’s corporate communications group had numerous social-media projects running in the US. The big question was, what should they do globally? What works in the US and the EU may not work in other key territories — for example, the BRIC nations (Brazil, Russia, India, and China) where B2B technology companies are building a presence experiencing.

Solution:
Enlisting a respected and well-connected blogger, TCG implemented an open research project which invited social-technology influencers and practitioners around the globe to educate SAP on a broad range of topics — from user adoption in key territories, to best practices in B2B digital/social communications, to emerging conversations that mattered to enterprise technology customers. The project culminated in a report that became the centerpiece for a DIY education portal for SAP staff.

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