AmmanTT - Innovation and social (Mohammed Zayed)

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How does microsoft use social media, and how does it embed it in it's products.
Innovation and social (Mohammed Zayed) #AmmanTT Social Media Edition

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AmmanTT - Innovation and social (Mohammed Zayed)

  1. 1. A Unique opportunity to look at how Microsoft uses Social Media<br />Mohammed Zayed<br />Account Technology Strategist<br />mzayed@microsoft.com<br />Facebook.com/mzayed<br />Twitter.com/mzayed<br />
  2. 2. Social Media High-Level Guidance <br />
  3. 3. When Should We Use It?<br />
  4. 4. Social Media=Digital WOM<br />Top WOM Touchpoints <br />Observe someone using<br />Peer/Family Reco<br />Formal Expert Reco<br />Top Marcom Touchpoints<br />Product Websites<br />Display Ads<br />
  5. 5. Creating a Social Media Strategy<br />
  6. 6. Turn Insight into Engagement<br />
  7. 7. Engagement<br />
  8. 8. Innovating with Social Media<br />
  9. 9. SOCIAL PRODUCTIVITY: DOCS.com<br />Create & share docs with the people you care about most, in Facebook!<br />Amman Tech Tuesdays – June 1st event<br />
  10. 10. SOCIAL SEARCH: BING + FUSE Labs<br />Bing Social<br />Bing Twitter<br />Bing Facebook<br />Bing Maps<br />Bing Twitter Maps<br />Bing Facebook Maps<br />Amman Tech Tuesdays – June 1st event<br />
  11. 11. Photosynth.net<br />Amman Tech Tuesdays – June 1st event<br />
  12. 12. Proof of ConceptSocial Desktop<br />Amman Tech Tuesdays – June 1st event<br />
  13. 13. Executives on Twitter<br />
  14. 14. Enhance customer support<br />Forums<br />with<br />ASP.NET<br />My Friends<br />My Friends Comments and Questions<br />Messenger Connect for <br />friend-to-friend support<br />LookingGlass to respond quickly<br />
  15. 15. Democratize information<br />Search is social<br />Social news feed<br />“Buzz”<br />Colleague news<br />Org browsing & recent content<br />Expertise recognition<br />People search<br />
  16. 16. Build communities & time-shift collaboration<br />Podcasting via Sharepoint<br />+ Sharepoint-hosted blogs and wikis<br />
  17. 17. Aggregate consumer conversations<br />Need to show the task/workflow/process working here<br />Maybe LookingGlass: Listen/Participate/Analyze?<br />
  18. 18. The Social Media Phenomenon<br />Opportunities<br />In The Enterprise<br />Communities within the enterprise<br />Closer connection with customers<br />With Consumers<br />277%YoY increase in the amount of time spent on social networking sites in the U.S. Nielsen 2010 Media Industry Face Sheet, 2010<br />65% of US consumers have had a digital experience change their opinion about a brand: The 2009 Razorfish Digital Brand Experience Report<br />97% of them report that experience influencing whether or not they purchased a product or service from that brand<br />Trends & Predictions<br />Earned and paid media will collide<br />Mobility will evolve digital advertising<br />Social media will integrate into main stream digital marketing<br />Video advertising for the web will increase<br />Social CRM will be required for Enterprise companies <br />
  19. 19. Confusing reports:<br /><ul><li>“Facebook is the largest sharing service at 24% and e-mail at 11%” – AddToAny sharing and subscription service
  20. 20. “Facebook is not the biggest driver of social sharing on the Web! (Its e-mail at 70%)” – Tynt, who track sharing via 200 million users</li></ul>Consumer motivations vary by market: (Global Web Index, October 2009)<br />France: "Stay in touch with friends"<br />Spain: "Stay up to date on news/events"<br />UK: "Research/find products to buy"<br />
  21. 21. When & How Much To Invest<br /><ul><li>“Measuring ROI and making a business case for investments are the two biggest hurdles when managing social media campaigns” – Econsultancy, 2010
  22. 22. “Businesses are making the bet on paid and earned media, but a digital infrastructure is desperately needed to manage it” – 2010 Digital marketing Outlook by the Society of Digital Agencies
  23. 23. Cautious Suggestion: Unleash social computing internally to ensure employees understand concepts before they represent your brand on the web</li></li></ul><li>From Strategy to Reality: Applying Social Media<br />As a marketer: Integration and measurement of online and traditional media<br />Within the enterprise: Integration, collaboration, networking, and innovation amongst communities<br />For web sites: Integration into campaign and brand sites<br />?Government (either as a government, or working with one)<br />
  24. 24. Forrester Research: Objectives for Internal & External Communities<br />Forrester Research, March 2010: The CIO’s Guide to Social Computing Leadership<br />
  25. 25. Start with two simple concepts<br />Social for the marketer<br />Social for the enterprise<br />Democratize information<br />Build communities & time-shift collaboration<br />Aggregate consumer conversations<br />Enhance customer support<br />Develop customer insight<br />Ignite your social media efforts<br />Leverage your social media audience<br />Integrate social in your own site<br />Reuse appropriate social media<br />Measure, listen and improve<br />
  26. 26. Ignite your social media efforts<br />
  27. 27. Social Intelligence<br />Turning social media data into actionable marketing and business strategy <br />“To get the most from the social media data they collect, marketers must develop a broader strategy internally … [and] integrate social data with their existing customer data, and share the data across the organization to ensure that all teams benefit from the insights.” <br />Defining Social Intelligence” – Forrester, march 2010<br />
  28. 28. شكرًا<br />AmmanTT<br />

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