Social media ambassadors swarmed SAPPHIRE NOW, armed with Flip cameras. They were each assigned to a specific topic to cover, allowing audiences to follow the ambassador most relevant to their interests. Their footage was taken to the broadcast center, edited and then posted online. They gave online viewers a glimpse of the show floor and conducted interviews with delegates and speakers. They attended workshops, keynotes and other sessions—walking the floor, stopping at booths and talking to people. They tweeted and blogged like journalists, not SAP employees.

Intelligence Note:

By dedicating resources to engage the online audience, the team created noteworthy attention—which led to the event's status as a trending topic on Twitter. To save money, reduce the number of ambassadors or use journalism and film students to do the work. The big expense here comes from editing and posting.