Digital and Social Strategy for Microsoft Australia, this is a response to a fictional brief. Here we cover the full scope of a social/digital plan countrywide rollout. **Sections** Objectives Target Social Activity Insight Strategy Tactics Can we offer value exchange? Measurement Summary Including: Program Calendar Tactics Inovation Full cicle Methodologies Full ownership of ideas and concepts. Some methodologies/data and imagery might relate to third parties.

1. Windows 8.1
Social Strategy
Bernardo Carvalho Wertheim
bernardocw@gmail.com
@ber_carvalho
Digital/Social Strategy
Fictional Brief: Microsoft Australia
2014

2. Contents
1. Objectives
2. Target
3. Social Activity
4. Insight
5. Strategy
6. Tactics
7. Can we offer value exchange?
8. Measurement
9. Summary

3. 3
1. Objectives
Develop conversations in
social that allow us to talk
to and showcase our USPs
to the consumer
Create a genuine
emotional brand platform to
align the Microsoft devices
and services to consumer
behaviors
(needs and wants)
Drive preference and brand
love across the ecosystem
for Microsoft products and
services and positively
impact purchase intent

4. 4
2. Target
All Australian consumers with a mobile, computer or laptop (80% of all Households*);
Australian businesses;
Australian schools; and
Australian Government Departments.

5. 3. Social Activity

6. Oct ‘08 Mar ‘09 Oct ‘09 Mar ‘10
Current activity

7. Activity Snapshot
Last week

8. “The new version of Windows 8 is what you're expecting
and probably what you want.”
What is the word on the street?
“Win 8.1 Update is geared towards pleasing mouse and
keyboard users…”
“Windows Phone 8.1 Review: Gloriously Good Enough”
“I was skeptical about switching to Windows 8.1 but now
that I finally did switch, I'm glad I did”

10. …

11. #SilliconValley is a hot topic of discussion at the moment:
opportunity to engage.

12. 4. Insight

13. Research findings
Australians most value a message when it is:
A) Tied to a real personal experience, or
B) To the experience of someone they trust and identify with.

14. Simplicity is good for business
People would pay for simpler experiences :
UKdata.GlobalBrandSimplicityIndex
2013–Siegel+Gale

15. Simplicity is good for business

16. Windows 8.1 now more than ever, integrates work and play.
This notion is backed up by:
ü Tighter OneDrive integration
ü Interface improvements
ü IE11
ü Bing-powered unified search system
ü Expanded apps functionality
ü Usability tweaks
ü Fluid interaction between products such as Xbox and Skype
What is simpler on Windows 8.1?

17. #Simplified
#Integrated
#Fun
#Stylish
Such benefits reflect the new capabilities of our offering.
#Efficient
#Productive
#Personalized
#Mobile
Insight
It means the new Windows is now more than ever:

18. Past & Current positioning
“Do More”
“Work & Play”
“Have Fun, Get Done”
“Every Part Of Your Life”
“In Synch With The Way You Live”

19. Therefore with Windows 8.1 you now can...
People are looking for: One ecosystem, Single Login, One answer, One solution.
The message can
naturally evolve

20. “Gather Your World into One Place”

21. How do we activate the insight, “Your World Into One Place”?

22. 5. Strategy

23. Active listening: 4-step approach
LISTEN
Establish tools and processes to monitor
conversations and buzz around the brand in
social media space
LEAD
Integrate social media policy within Microsoft’s
culture and become leaders in the social media
space through advocacy, events and campaigns
SHARE
Facilitate the sharing and dissemination of PR
stories, content and digital brand assets into
social media environments
RESPOND
Develop strategies and techniques for responding
to conversations and debates in social media

24. The power of social
Social enables discovery and expands reach.
Develops a rich brand experience to participate
and share.
Amplifies and integrates with other core brand
activities.
Drives actions:
ü Creates and nurtures leads
ü Brand loyalty and advocacy
ü Trial & frequency Consideration StimuliConversion Stimuli
Brand Experience

25. Using real Microsoft Australia customers, partners, OEM’s and evangelists to
demonstrate the value of Windows 8.1 by consolidating your experience into
one.

26. 6. Tactics

27. OneYou by Microsoft

28. 28Ulrich Colette, Canadian, 2008
http://abcnews.go.com/blogs/headlines/2012/09/ulric-collettes-genetic-portraits/
Personal, Entertaining and Shareable

29. 29Ulrich Colette, Canadian, 2008
http://abcnews.go.com/blogs/headlines/2012/09/ulric-collettes-genetic-portraits/

30. A Brazilian brand “owns” #AustraliaDay by bringing people together:
enjoy the day with your friends and family on the beach & break the
Guinness Record.
#HavaianasThongChallenge

31. Unite people with the one same interest
and passion: Gaming, Cooking,
Travelling. Tell their stories on a Youtube
Series
Create OnePlace hotspots and pop-ups
where people are rewarded with
comforts: free Wi-fi, Windows devices
tasks in partnership with OEM’s.
Connect with the one person that most
deeply contributed to your life.
E.g.: Science of happiness.
XBOX championship for Halo 4 lovers:
one winner, one location. Dedicated
social event ranking and prize pool
ü Create a genuine emotional brand platform

32. “Imagine if they incorporated Xbox
Music/Movies discounts into Live
subscriptions...”
Encourage people to create a funny
reunion moment with the people they
most enjoy with a Vine competition.
A national gathering via a hashtag and
photo gallery for a cause #onespecialday
with Lumia 1020 e.g.: #nomakeupselfie
Reward people to plan, record and share
a challenge with a series of tailored
content using MS devices.
ü Develop conversations in social, showcase our USPs
ü Drive preference and brand love across the ecosystem

33. 3 Example of Platforms:
ü Event: Allow people to Mashup>Photo/Video>Infographic>Upload Digital Display.
ü App: Share your most popular Photos/Tweets/Posts in ONE video experience &
LIVE/ONLINE exhibit. E.g: Facebook LookBack 10years & Intel Museum of Me
ü Website platform: Amplify with media-supported website version, gather
and display all activity on a fluid and interactive interface.

34. Coming soon to Australia…

35. 35
She keeps my schedule in order, she
knows how long it’s going to take me
to get to the airport.
Oh, and she has a great idea for
where I should go to dinner tonight.
Cortana
One-stop solution.

36. The internet of things (IoT)
This will be a world where almost everything will have a
SIM or Wi-Fi or RFID module to communicate
information to other devices and machines and provide
services.

37. Tactics X Social channels
Campaign 2Campaign 1 Campaign 3
KPIs
ü Purchase Intent
ü Shares
ü Engagement
ü Surveys
Paid Media Support
ATL/Print
Active Listening

38. What it all looks like
38
Program Calendar
May June July Aug Sept Oct Nov Dec
Campaign 1
Campaign 2
Campaign 3
Client pitch.
Budget.
Strategy.
Activation Plan.
Prelaunch surveys.
Start monitoring.
Development of
benchmarks and
Goals.
Content plan
and production.
Launch
Program.
Monitoring.
Interim surveys
and metric
analysis.
Checkpoints.
Program
Adjustments.
every 1-3
months.
Measurement.
Final survey.
Analysis.
Client pitch.
Budget.
Strategy.
Activation Plan.
Prelaunch
surveys.
Start monitoring.
Development of
benchmarks and
Goals.
Content plan
And production.
Launch
Program.
Monitoring.
Interim surveys
and metric
analysis.
Checkpoints
Program
Adjustments.
every 1-3
months.
Measurement.
Final survey.
Analysis.
Client pitch.
Budget.
Strategy.
Activation Plan.
Prelaunch.
Start monitoring.
Development of
benchmarks and
Goals.
Plan/Production.

39. Content Distribution
CHANNEL
PAID OWNED EARNED
Target Audience Distributed by… Spend Target Audience Distributed by… Target Audience Distributed by…
20-55 M/F
Newsfeed and RHS
Promoted posts and Like
ads
$10,000+
MSAU Facebook fans,
lookalikes and
competitors.
Published Image/Video
Posts, content.
Friends of followers
Organic shares
Shares of videos onto
individual’s Facebook
Cover Photo Update.
Strategic use of Tabs.
General Public
20-55 M/F Promoted Tweets
Utilise Lead Gen
innovations such as
Twitter Cards to drive data
capture for value
exchange.
$5,000+
MSAU fans, competitor
followers and
lookalikes.
Video Tweet with Youtube
embed.
Content updates.
Friends of followers
Organic shares
Shares of videos onto
individual‘s Facebook
Reskin General Public
Over 20 M/F
Online advertising around
owned and targeted
media. Pre-rolls, banners.
$10,000+
Australia Subscribers
content hub
Video content.
Friends of followers
Organic shares
Shares of videos onto
individual‘s Facebook

40. 7. Can we offer value exchange?

41. ü More exposure, influence and reach from a brand platform
ü A chance to take part in something bigger
ü Unique and compelling content for them to share
ü Access to interesting people and experiences
ü Product or service values including trials
What does the influencer get?
Adapted from Leigh George
VP social@Ogilvy

42. Leverage inspirational influencers and content
"In the future it will be less about
manufactured formats and celebrities and
more about genuine, shareable and organic
relationships between real, home-grown
talent,” The Guardian

43. ü Brand-relevant content
ü Product & service reviews
ü 3rd party advocacy
ü Insight from a community member
ü Share of voice
What does the brand get?
Adapted from Leigh George VP social@Ogilvy

44. Generate smart opportunities for ambassadors to showcase our brand
Ambassadors

45. Seven Drivers of Word
Word of Mouth Checklist
Do we have a good story?
Can people SHOW their involvement in a visible way?
Do we offer something new to talk about?
Do we let our supporters be creative?
Do we invite people to participate?
Do we offer them some value?
Do we remind people to spread the word?
Adapted from Emanuel Rosen
1
2
3
4
5
6
7
By Leigh George VP social@Ogilvy

46. 9. Measurement

47. Video Views
Number of Wall Posts
Number of New Fans/Likes
Reach and Positioning ActionPreference
Impressions, Share of Relevant
Voice
Attributable Leads/Sales/
Behaviors
Sentiment, Share of Positive
Voice
Survey-based Brand
Positioning
Survey-based Sales/Behaviors
Survey-based Brand
Preference
Likes Per Post
Media Uploads
(videos, photos)
Link Click-throughs
Link Shares
KPIsDiagnosticMetrics
By Leigh George VP social@Ogilvy
Approach: Measure against
business objectives

48. Approach: Measure against
business objectives
IMPACT
| Lead generation
| CRM sign up
| Click-through to retailers and consumer sites
ENGAGEMENT
| Community growth
| Content shares
| And “softer”, social metrics to determine value and relevance to audience

49. 9. Summary
ü A clear strategic platform of consolidating emotional experiences into one.
ü Brought to life using real Australians to experience Windows 8.1.
ü A suite of compelling and engaging tactics to activate the strategy.
ü A measurement approach to track and refine the programme with success.

50. Thank you :]
Bernardo Carvalho Wertheim
bernardocw@gmail.com
@ber_carvalho