The strategy, timeline, and results from Page One PR's social media campaign for SAP's tennis tournament, the SAP Open.

1. Using social media to
drive event promotion
Page One PR and the SAP Open
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2. Background
The SAP Open is a menʼs tennis
tournament held annually in San Jose,
California and is the second-oldest
tennis tournament in the U.S.
One month before the start of SAP Open
2010, SAP turned to Page One PR to
create and run a social media campaign
to promote the event.
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3. In one month, Page One PR
obtained these results
3,770 Twitter followers
111 million+ total impressions of Twitter
content
46k total impressions of #SAPOpen
hashtag on Twitter
11% conversion rate from Twitter
promos
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4. What was the strategy?
Social
Twitter Network
trivia Ads
contest Backstage
access
Pre-buzz
Twitter
mgmt Live
Twitter
Promo
February 8-14, 2010
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5. Pre-Buzz Twitter Management
• Monitoring and responding to ongoing Twitter
conversations around SAP Open
• Influencers: identification and outreach
(e.g. @andyroddick and other tennis pros, SF and Bay Area event
focused Twitter feeds)
• Potential fans: identification and outreach
(e.g. tapping followers of @AustralianOpen and @ATPWorld Tour)
• Twitter-exclusive promo campaigns
• follower contests
• discount and referrral promos
• giveaways of merchandise and tournament tickets
• q&a widget poll to submit questions for Andy Roddick
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6. Twitter Trivia Contest
Before the tournament:
• creation of trivia questions
• promotion of contest with prize incentives, including
tickets to a Roddick match and tennis racket signed by
Roddick
During the tournament:
• push-out of trivia questions (2 per day)
• management of responses and drawing of prizes
• announcement of winner and delivery of prizes at (or
directly after) the tournament
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7. Social Network Advertising
Facebook Ad
• identification of target audience
• channel selection
• design and production of
content
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8. Live Twitter Promotion and
Exclusive Backstage Access
Live-Tweeting at Event
• 10-30 tweets each day of tournament
• content including photos (16) and videos
(68)
Exclusive Backstage Access
• interviews with players between matches,
including 9 questions for Andy Roddick
from Q&A Widget Poll
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9. Timeline of Campaign
Twitter contests, discount and
referral promoʼs
Exclusive Backstage Access
and Live-Tweeting
Facebook Ads
Twitter Trivia Contest Twitter Trivia Contest
(Promotion) (Execution)
January 14 Feb 8 Feb 14
(Campaign starts) (First day of tournament) (Last day of tournament)
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10. Twitter Results
Total # of followers: 3,770
average weekly increase: 15.7%
total followed: 229
total tweets: 845
total @replies: 479
total ReTweets: 480
total #SAPOpen hashtags: 440
total SAP Open mentions: 221
total Direct Messages (non-spam): 61
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11. Facebook Ad Results
Twitter feed advertising
dates: January 27-February 1
total impressions: 1,287,902
Ticketmaster advertising
dates: January 19-26
total impressions: 877,707
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12. want to see more case studies?
http://www.pageonepr.com/
clients/case-studies/
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