SAP Voice

More than Metrics

Partner Since 2010
0+
Number of Posts
0M
Page Views
0M
Social Actions and Referrals
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In 2010 SAP signed on to be the first BrandVoice partner to ever run on Forbes.com. This 7-year partnership has not only established SAP as a thought leader in the business tech marketplace, but has also resulted in new opportunities for the organization.

Our long-standing partnership with SAP has allowed us to test drive new and innovative approaches.

A Constantly Evolving Partner

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What they had to say:
"Forbes SAPVoice is the #1 driver of traffic to global ad campaign page."
- SAP Marketing Team Report
Our research has shown that pairing content with branded display ads boosts ad recall, and purchasing consideration, while causing no change on the viewer's perception of the brand's trustworthiness. Articles paired with branded display also saw a rise in the content being perceived as educational. SAP content was paired with branded display ads, but Forbes took it a step further by tailoring the ads to the nature of the content, with 11 different ad messages for each of the verticals.
SAP published a high volume of HR articles in June, and our hyper-targeting increased engagements and drove traffic and registrations on the brand's website. Yet, even segments without a high-volume of posts saw impact: the Consumer Goods set accrued only 17 impressions but a click-through rate of 29% and 284 engagements — the highest of the month.
A Closer Look: Human Resources
258,148
Total Impressions
206
Total Engagements
4:12
Average Time Spent on Site
A Closer Look: Consumer Goods
17
Total Impressions
29%
Click Through Rate
248
Total Engagements

Content that Sticks the Landing

SAP’s success is measured by more than simple metrics. The company has built a groundswell of in-house writing talent via its employee brand journalism process, and uses BrandVoice as a platform to circulate its very best stories. As a result, SAP continues to bolster its authentic, brand identity which positions their executives as thought leaders who continue to drive conversations on and off platform.

Our Partnership Throughout the Years

Celebrating the inaugural BrandVoice partnership, Forbes and SAP teamed up on campaign celebrating innovation, featuring Moira Forbes and Rich Karlgaard.

SAP is the first partner to use the new Forbes article page, which placed contributor bios front and center, and introduced sticky and in-stream ad units, and related posts—all to optimize their publishing.

Jacqueline Vanacek serves as a guest speaker at the University of New England, to discuss the use of the cloud for healthcare in Maine. Her writing on Forbes allowed her to position SAP as a leader in the space.

SAP’s Chief Digital Officer, Jonathan Becher joins Jenny Rooney, Editor of the CMO Network, to discuss why diverse opinions, as well as a simple focus, work together to produce the best brand strategy.

An article on the company’s Injury Risk Monitor, “The Crippling Cost of Sports Injuries”, leds to 3 sales opportunities—despite only having 6K pageviews. It also resulted in an inquiry from the Australian army on solutions for their troops.

Forbes BrandVoice drove the strongest clicks to landing pages (travelling from the article to the landing page)—71%.

SAP pilots an ad-slotting program to display ad creative for each line-of-business, relevant to the article. This boosts CTR on Forbes and Engagements, Registrations and Time Spent on SAP.com

Through their branded journalism and thought leaderships, SAP executives like Ryan Somers and Tim Clark, gain speaking engagements at industry events.

Source: Forbes and IBG Media Lab 2016, "Storytelling: The Current State of Content Marketing" 2016, DCM and Omniture, July 2017