Content Along the B-to-B Decision Journey Jamie Mann Kathy Baughman
Jamie Herko MannSenior Marketing Program ManagerMicrosoft Office Communities and Influencers• Jamie runs Microsoft Office and Office 365 Community and Influencer strategies and programs across consumers, small and enterprise businesses. – The driving force behind utilizing Microsoft’s strong MVP (Most Valued Professionals), MCC (Microsoft Community Contributors) and Influencers across the decision journey to lower the cost of support and content generation on and off property.• Currently working on the convergence of two monolithic brands; Microsoft Office and Microsoft Office 365 from a Community and Advocacy standpoint, as well as the development of unique community models to accomplish reach across 85% of the languages and markets addressable by Microsoft Office.• Jamie brings with her more than 10 years of Microsoft experiences across support, operations, architecture and technical marketing.
Kathy BaughmanPresident and co-founder of ComBlu Inc.,a social business and influencer marketing firm• Kathy’s forte is social engagement and social business strategy. She is currently helping multiple organizations with content supply chain, brand advocacy and social measurement.• Frequent speaker at industry conferences, with recent appearances at SXSW, Social Media & Community 2.0 Conference, the Department of Defense Social Media Conference and the Word-of-Mouth Marketing Association (WOMMA) Summit.• Conducts webinars on a variety of topics and leads workshops for organizations seeking to better grasp social strategy and content supply chain.• Co-leads WOMMA’s Community Management Certificate Program with the Community Roundtable,• Is an adjunct professor for Georgetown University and a past board member of the Council of Public Relations Firms.• Recently authored an e-book, “Content Supply Chain,” and writes the firm’s annual research report, “State of Online Branded Communities.” 3
Post-Purchase Consideration Awareness Preference Purchase Deploy Optimize Renew/ Churn 5 6 7 1 2 3 4 The GRID The GRID Blogs, Forums, Wikis, Videos Blogs, Forums, Wikis, Videos Productivity How-Tos Deployment Case Studies MCC Forums On-Property MCC Forums *Ask An Expert *Ask An Expert *Find a Partner *Find a Partner *Try This *Rate this AssetInfluences Stages 1 2 3 4 6 7 1 2 3 4 5 7 vTSP Virtual Sales Force Technical Conference Leads Sales Conference Leads Content, Video, Session Delivery Content, Video Session Delivery Vertical Content Sales Coaching Off-Property Vertical ContentInfluences Stages 1 2 3 4 3 4 5 6
Audience Content Complexities Family/Consumer Small Business Enterprise Developers Answers Community.office365 TechNet MSDN Office365.com Office365.com Office365.comMarketing Office.com Office.com Office.com Office.comEntryCommunity Community.Office365.com answers.microsoft.com Community.Office365.com msdn.microsoft.com Technet.microsoft.com/office365Content Mix 60% UGC 40% Brand 30% UGC 10% Aggregated 30% UGC 10% Aggregated 50% UGC 10% Aggregated(Across Pillars) 60% Brand 60% Brand 40% BrandNatural Site Office.com Futureofproductivity.com Partners.microsoft Office.com Microsoft.com/productAffinity Microsoft.com/product Google.com Microsoft.com/product Technet.Microsoft.com Foopartnersite.com Msdn.Microsoft.com Google.com Desire a consumer retail Reconciliation of brand identity Immature messaging on Traditionally a channel practice;Challenges customer journey and premise vs. cloud; message NEW brand and influencers Working on voice and motion control to create UCG