Susan Popper, senior VP-marketing communications at software company SAP, is a 20-year advertising veteran. She previously helped build brands such as Merrill Lynch, Northwest Airlines and Pitney Bowes while working at such global ad agencies as J. Walter Thompson USA, Bozell and Saatchi & Saatchi.
BtoB: What are you experimenting with?
Popper: We’re experimenting a lot with social media. Almost every marketing program has some element of social media, whether it be participation in the communities we already have or whether it’s piloting a site on Facebook—and engaging thought leaders to come and engage on the site—and trying to grow a community from Facebook or Twitter. We are working on extensions of our conferences, using Twitter to create enthusiasm and post some of the content and drive users back to the community where the content is.
BtoB: How are you working with your media partners on developing new programs?
Popper: Media companies are coming up with very innovative ideas to bring to customers like us on how we can reach our target better, that combine their assets and their community and our advertising. For example, we did something with The Economist where they came up with a barometer on how corporate executives feel the economic recovery is going to happen. We had thousands of responses, and it just brings something of interest and something of relevance to our target audience. The findings were on a sponsored area of their site, and a very high percentage stayed on our landing site to watch videos and download content, showing that the thought leadership environment provided a targeted, engaged audience.