Recognizing the importance of the blogosphere, SAP, a provider of business software solutions, wanted to get more involved in that arena.
But, "given there's been a number of very public issues arisen from addressing bloggers in a less-than-appropriate manner," says Mike Prosceno, SAP VP of marketplace communications, SAP wanted to explore how best to address those influencers.
SAP tapped global PR AOR Burson-Marsteller to help create a program during SAPPHIRE, its most prominent annual customer event.
Strategy
SAP wanted to create a formal blogging ...