To promote its Crystal Reports product, SAP staged a "Reportapalooza" contest in which five key influencers were paid to discuss their use of Crystal Reports, and their fans were encouraged to vote for the best contestant. The format encouraged influencers to leverage their own following to promote SAP's product, explains Susan Chang, whose company, LEWIS Pulse, helped produce the campaign. "Designing a social media campaign like this was the perfect way to get more people talking about the product," she writes.

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