AmmanTT - Innovation and social (Mohammed Zayed)

A Unique opportunity to look at how Microsoft uses Social Media
Mohammed Zayed
Account Technology Strategist
mzayed@microsoft.com
Facebook.com/mzayed
Twitter.com/mzayed

Social Media High-Level Guidance

When Should We Use It?

Social Media=Digital WOM
Top WOM Touchpoints
Observe someone using
Peer/Family Reco
Formal Expert Reco
Top Marcom Touchpoints
Product Websites
Display Ads

Creating a Social Media Strategy

Turn Insight into Engagement

Engagement

Innovating with Social Media

SOCIAL PRODUCTIVITY: DOCS.com
Create & share docs with the people you care about most, in Facebook!
Amman Tech Tuesdays – June 1st event

SOCIAL SEARCH: BING + FUSE Labs
Bing Social
Bing Twitter
Bing Facebook
Bing Maps
Bing Twitter Maps
Bing Facebook Maps

Photosynth.net

Proof of ConceptSocial Desktop

Executives on Twitter

Enhance customer support
Forums
with
ASP.NET
My Friends
My Friends Comments and Questions
Messenger Connect for
friend-to-friend support
LookingGlass to respond quickly

Democratize information
Search is social
Social news feed
“Buzz”
Colleague news
Org browsing & recent content
Expertise recognition
People search

Build communities & time-shift collaboration
Podcasting via Sharepoint
+ Sharepoint-hosted blogs and wikis

Aggregate consumer conversations
Need to show the task/workflow/process working here
Maybe LookingGlass: Listen/Participate/Analyze?

The Social Media Phenomenon
Opportunities
In The Enterprise
Communities within the enterprise
Closer connection with customers
With Consumers
277%YoY increase in the amount of time spent on social networking sites in the U.S. Nielsen 2010 Media Industry Face Sheet, 2010
65% of US consumers have had a digital experience change their opinion about a brand: The 2009 Razorfish Digital Brand Experience Report
97% of them report that experience influencing whether or not they purchased a product or service from that brand
Trends & Predictions
Earned and paid media will collide
Mobility will evolve digital advertising
Social media will integrate into main stream digital marketing
Video advertising for the web will increase
Social CRM will be required for Enterprise companies

Confusing reports:
“Facebook is the largest sharing service at 24% and e-mail at 11%” – AddToAny sharing and subscription service
“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
Consumer motivations vary by market: (Global Web Index, October 2009)
France: "Stay in touch with friends"
Spain: "Stay up to date on news/events"
UK: "Research/find products to buy"

When & How Much To Invest
“Measuring ROI and making a business case for investments are the two biggest hurdles when managing social media campaigns” – Econsultancy, 2010
“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
Cautious Suggestion: Unleash social computing internally to ensure employees understand concepts before they represent your brand on the web

From Strategy to Reality: Applying Social Media
As a marketer: Integration and measurement of online and traditional media
Within the enterprise: Integration, collaboration, networking, and innovation amongst communities
For web sites: Integration into campaign and brand sites
?Government (either as a government, or working with one)

Forrester Research: Objectives for Internal & External Communities
Forrester Research, March 2010: The CIO’s Guide to Social Computing Leadership

Start with two simple concepts
Social for the marketer
Social for the enterprise
Democratize information
Build communities & time-shift collaboration
Aggregate consumer conversations
Enhance customer support
Develop customer insight
Ignite your social media efforts
Leverage your social media audience
Integrate social in your own site
Reuse appropriate social media
Measure, listen and improve

Ignite your social media efforts

Social Intelligence
Turning social media data into actionable marketing and business strategy
“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.”
Defining Social Intelligence” – Forrester, march 2010

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AmmanTT - Innovation and social (Mohammed Zayed)

by Amman Tech Tuesday on Jul 14, 2010

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