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Microsoft Compete: 2013 PSAMA Pulse Award Winning Campaign

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R2i's "Why Microsoft" campaign developed for Microsoft Compete won at the 2013 Puget Sound AMA Pulse Awards for its integrated strategy, tactical execution and measurable outcomes all of which …

R2i's "Why Microsoft" campaign developed for Microsoft Compete won at the 2013 Puget Sound AMA Pulse Awards for its integrated strategy, tactical execution and measurable outcomes all of which leveraged Microsoft Compete social channels to position the product against competitors in the market. R2i was responsible for the social strategy, content development, campaign optimization and reporting.

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  • 1. PRESENTED TO: Puget Sound AMA Campaign: Why Microsoft November 2013
  • 2. Campaign Summary Why Microsoft? Microsoft Compete brought on r2i in 2011 to help with their social marketing initiatives. The “Why Microsoft” campaign was designed to promote competitive strengths of Microsoft’s unified productivity platform. Confidential 11/11/2013 2 2 2
  • 3. Campaign Objectives Business Goal? Take Market Share from Google Apps R2i was given the task of developing a comprehensive social media program that aimed to integrate and amplify campaign messages across the web and social channels. The strategy focused on leveraging owned channels, specifically the Compete blog, Twitter handle and YouTube channel. R2i developed a comprehensive content strategy around these outlets as well as a Compete Content Distribution Network (CCDN) in order to publish and amplify content to an engaged community. Specific campaign objectives include: • Demonstrate the competitive benefits of Microsoft products • • • Demonstrate competitor weakness Grow the Why Microsoft community on social properties Distribute and amplify Why Microsoft messages through owned channels, infographics, slideshows, etc Confidential 11/11/2013 3 3 3
  • 4. Campaign Tactical Objectives Leverage Owned Properties for Content Publication R2i created a series of contests, promotions and visual messaging designed to engage the community. Content such as infographics, promotional copy and active community management allowed the Compete team to share the “Why Microsoft” campaign in new ways that were not only engaging but effective. R2i continues to support Microsoft Compete by providing ongoing content strategy development and execution. Specific tactical objectives include: • Listening and reporting—identify themes and communities and report on relevant trends • Community management—engage with growing community • Paid access—execute promoted Twitter products program • Campaigns—spread competitive messages and boost community growth Confidential 11/11/2013 4 4 4
  • 5. Messaging and Metrics Listen, Message, Optimize Over the course of nearly three years, r2i has mastered the most effective ways to communicate Office 365 product value propositions to a primarily B2B audience through the execution of multiple, successful campaigns. Specific metrics include: • Awareness—blog visits, website unique views, referral traffic, new visitors, direct traffic, inbound links, curiosity • Engagement— comments, retweets, replies/mentions, downl oads, clicks • Acquisition—followers on Twitter, subscribers Confidential 11/11/2013 5 5 5
  • 6. Why Microsoft Historical Timeline Confidential 11/11/2013 6 6 6
  • 7. Outcomes Community Growth Measurement of the campaigns was to be based on increased awareness and engagement as indicated by Twitter follower counts, blog traffic and conversations in various platforms. R2i is responsible for growing the Why Microsoft Twitter audience from less than 100 followers to over 60,000+ through a mix of paid social amplification, organic community management, strategic content distribution and fostering advocacy within the community. Confidential 11/11/2013 7 7 7