LOVE HATE DATA

In 2011, we were approached by SAP to run a Business Intelligence (BI) campaign for SAP Crystal Solutions that would extend beyond the usual IT target audience and resonate with everyday users of BI solutions: Line of Business users

At that time SAP and Business Intelligence solutions were recognised throughout the professional IT and

developer communities.

But.. there was almost no resonance or level of understanding amongst this Line of Business

audience

And yet, data was, and still is all around us…

• High level messaging

• Education process

• Focus on awareness and building strong, long-lasting relationships

To achieve break through and create engagement we needed something different…

With the exponential growth in usage at that

time (in 2011 Social Media became the number 1 activity on the web) coupled

with the fact that there would need to be an education process that took place

with our audience, a Social Media was born…

It seemed logical…

That’s all great, but how could we make data engaging?

Introducing Love Hate: ‘The idea’

PICK A SIDE

VS

Strategy• Centre the debate around 2 characters

• Invite visitors to pick a side encouraging them to really think about, comment on and share how they feel

about data and how they are using their own

• Take data haters on a personal journey to become a data lover through a process of education and

information

• Support the validity and resonance of discussions and messages by involving third-party influencers

Love Hate Data Assets• A number of assets brought this campaign

to life including video, direct mail, infographics, online and social media.

• What was crucial for the assets used was that they were engaging to ensure shareability across social; the engine behind this campaign

Love Hate Data Assets

Love Hate Data – A user’s journey

Data driven content

How we built our community integrating SAP channels

CONTENT ENABLEMENT

PARTNER

SALES

INTERNAL

• 15,600 Site visits

• 915+ online conversations

• 11,500+ unique visitors

• 984,585+ tweet impressions on Twitter

• Registrations from over 57 countries

• 60% of registrations were from LOB users

• 10,000+ blog views

• 8.57% site visitor conversion

• 91.9% of registrants are data lovers

• 10,000+ Infographic views

• 4,700+ YouTube views

Go to where your audience are Go ACROSS channels

Don’t start from scratch Leverage existing communities

Don’t treat social as a chance to sell Social is a relationship developer

Invest time

Katie Colbourne | Senior Account Manager

@KatieColbourne