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Corporate Expectations Barometer – Overview

Corporate Expectations Barometer – Overview. OBJECTIVE: Engage senior-level executives and provide them with solutions to help them run their businesses better in the current economic environment THE ECONOMIST SOLUTION:

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Corporate Expectations Barometer – Overview

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  1. Corporate Expectations Barometer – Overview OBJECTIVE: Engage senior-level executives and provide them with solutions to help them run their businesses better in the current economic environment THE ECONOMIST SOLUTION: Create a Corporate Expectations Barometer (CEB) to give SAP’s target audience the ability to compare their confidence levels on the state of the economy with those of their peers and to provide them with customized content from the Economist Intelligence Unit to help them improve their business decisions

  2. Corporate Expectations Barometer – Overview • The Corporate Expectations Barometer (CEB), sponsored by SAP, is an interactive online assessment tool that asks participants to provide their expectations of global business conditions. • The questions focus on economic projections for the respondent’s company, industry, job function, and region. • Survey respondents are able to compare their responses to those of other executives by region, company size, industry, and function, and they are also able to compare their economic forecasts against those of the Economist Intelligence Unit experts. • Depending on a respondent’s economic expectation level (high, medium, or low) compared to their peers, a diagnostic tool provides each individual with a customized report of the outlook for their industry and region. • Respondents can also download a podcast of the global economic forecast, updated monthly, which is presented by Robin Bew, Chief Economist & Global Editorial Director of the Economist Intelligence Unit. Live now at: http://www.eiu.com/sponsor/barometer

  3. Corporate Expectations Barometer – Promotion • Online campaigns: • Announcements on official Economist & Economist Intelligence UnitFacebook & Twitter accounts • Run-of-site banner ad placements on Economist.com, CFO.com, and EIU.com • Roadblock on Economist.com • Monthly invitation emails sent to registered users • Announcement in Publisher’s Newsletter • Global press release Print campaign: • Six full-page insertions in The Economist using three versions of the CEB ads, created in-house by The Economist

  4. Corporate Expectations Barometer – Testimonials/Media Coverage • “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.“ • Susan Popper Senior VP, Marketing Communications SAP • “A recent SAP-sponsored online poll by the Economist Intelligence Unit that surveyed more than 1,000 executives worldwide concludes that global business conditions are expected to improve within 12 months. This sentiment is truer for the Americans surveyed than it is for their counterparts in Western Europe.” • Leo Apotheker Chief Executive Officer SAP

  5. Corporate Expectations Barometer -Current results • Engagement statistics (June 22, 2009 - January 28, 2010)* • 31,000+ page views • 18,000+ unique visitors • 275+ podcast downloads • 1,700+ Twitter followers • 3,500+ survey completions (57% completion rate) • 350 registered users Promotion campaign performance* • Economist.com referral traffic has accounted for 48% of the total website traffic • One week following the launch of the print campaign in The Economist, direct traffic increased 82% and accounted for 61% of the total website traffic Live now at: http://www.eiu.com/sponsor/barometer *Source: Google Analytics, January 2010

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