Igniting & Managing Social Buzz at MIX09

Know your audience Fuel. Extend. Engage. Campaign Strategy

Ingredients: Element of surprise Cast of characters Conflict Vehicles: Viral video – Microsoft Channel 9 Campaign button – social media Red shirts – on-site Fuel: Red Shirt Campaign

Ingredients:

Element of surprise

Cast of characters

Conflict

Vehicles:

Viral video – Microsoft Channel 9

Campaign button – social media

Red shirts – on-site

Intent: Extend conversations online Platform for open dialog, feedback Structure: Questions submitted via Twitter: #AsktheGu Moderated by community influencer Live video streamed across MIX09 website Extend: #AsktheGu Twitter Q&A

Intent:

Extend conversations online

Platform for open dialog, feedback

Structure:

Questions submitted via Twitter: #AsktheGu

Moderated by community influencer

Live video streamed across MIX09 website

… at the moment of conversation. Bring the expert to the audience… Engage: Blogger SWAT

MIX09 Social Media Results Blogger SWAT 70+ updates by @windowsazure Channel 9 videos 250,000 unique views Coverage of MIX09 social media WSJ: Microsoft Exec: Red Polos, To Us, Are Like Turtlenecks to Steve Jobs ZDNET: State of the Art Microsoft Conference Experience - Online... CreativePro: Can’t Make Mix? Follow Online #AsktheGu 200 questions submitted #AsktheGu Q&A Live Stream 5,000 unique views Bring Back the Red Shirt 225 petition signatures Keynote Live Streams 40,000 unique views #MIX09 23,700 tweets

Q&A