September 25, 2012, Fast Company by Wendy Marx
One smart way SAP employees are serving as brand ambassadors is through Forbes.com, where a paid sponsorship provides SAP with a blogging platform. Some 40 employees have blogged on the site from its CMO Jonathan Becher to Michael Brenner, SAP’s senor director of global marketing. Don’t expect to read brain-numbing tech pieces; the posts are highly accessible. Check out this fascinating one by Becher on the reverse psychology of likeability, which garnered 48,583 views, 464 tweets and 595 shares on Facebook. SAP says that Forbes Advoice (the official name of the sponsorship) generated over one million page views last year and brought it exposure to a more mainstream audience it otherwise would not reach.