The Content News Team reported on the event and uploaded press releases, newsbytes, articles, videos, blogs and clips of media coverage to the online newsroom.

Members had handheld cams to interview influencers, customers, partners, SAP executives and experts and coordinated with social media ambassadors. Onsite involvement of the global communications team was new—in the past most of the team stayed home, but at SAPPHIRE NOW, more than 100 attended the event to be part of the content news team.

Intelligence Note:

The SAP communications team acted as proactive journalists instead of press release generators. The real cost of this type of coverage relates more to editing and processing information, not the actual capture of news itself. Scale the size of the team, and focus on critical content for efficient and cost-effective capture.