We all know marketing:It’s the 4PsIt’s about the featuresIt’s about broadcasting THE MESSAGE out to customersIt’s about economies of scale and herding customers down a path
It’s about using paid media to send as many eyeballs into the funnel as possible and hoping that a percentage come out the other end as buyers
It’s time to rethink the funnel And to accommodate the growing influence of the voice of the customer via a new kind of media: Earned MediaTraditional Paid and Owned media continue to be important—but Earned is increasingly prominentAll three need to work in concert if we are to be effective in the new age of digital marketing
A first step is to determine what is currently happening with your brand and audience. Do public searches on top social media channels understand the landscape. Find out:Which platforms are used in your market? Where is the audience already engaged?Which social technologies lend a credible environment for your brand?Which social media channels allow for proper reach?What is the cost, if any, of social media channels?Which social media channels provide opportunity to convey a clear value proposition for the audience?What else are Microsoft and others doing in your market? Can you join those efforts?
Social Media at Microsoft
Social Media at Microsoft<br />May 6, 2010<br />Laura Landau<br />
Do<br />Audit and Assess your market<br />Current Activity and Ownership<br />Include Social Media as One Element of Your Marketing Strategy<br />Map to Marketing Strategy and Objectives <br />Ensure you have clear and specific goals and tie to business outcomes<br />A few things well, versus many things<br />Don’t<br />Do random, stand alone tactics, even if they are cheap/free<br />Underestimate the people resources needed to support<br />http://marketing<br />8<br />Strategy Do’s and Don’ts<br />
Best marketing objectives<br />*The other social media channels in the Microsoft FY11 taxonomy often have a lower impact on marketing objectives. They are not recommended for subsidiaries at this time. <br />
Roles and Responsibilities - Examples<br />Subsidiary Marcom:<br />Drive the subsidiary’s social media program.<br />Build and manage a cross-company presence in channels that target broad customer audiences.<br /> <br />Subsidiary PR:<br />Own the social engagement strategy, and orchestrate with top-tier influentials (traditional and online).<br />Build and manage the cross-company presence in channels that target top-tier influentials.<br />Plan, create, and execute content for these channels, working with BG/audience and CMG teams.<br />Listen and orchestrate engagement with top-tier influentials, working with subject matter experts (SMEs)<br />Manage rapid response and drive related communications across other groups.<br /> <br />Subsidiary BG and Audience Marketing:<br />Primarily act as an SME and content creator, using the channels built by CMG (broad community) and PR (top-tier influencers).<br />Where appropriate and where sufficient resources allow, serve directly as an SME in social channels.<br /> <br />Corporate HQ:<br />Corpcomm: Microsoft brand communications and corporate innovation agenda<br />BGs. Official product information and disclosures<br />CMG Media team: Assist with social media planning and integration into global campaigns. <br />CSS: Listening and support<br />DPE: Community and MVPs<br />
http://marketing<br />12<br />Listen First<br />Listen before any engagement. 30 days recommended.<br />Total volume will go up and down. Need to understand why.<br />Listen by brand first<br /><ul><li>Use listening tool like Radian6.
FY11 tool and terms currently under negotiation.
Will be centrally funded. (More info as soon as it’s locked)
Note: if you do not have a enough headcount to engage, listening will still be beneficial</li></li></ul><li>Opportunities and Resources<br />
Paid and Owned Connection<br />Use tactical media buys to enhance social media initiatives through media placement on the platforms that your target community uses.<br />Channels like LinkedIn, Facebook, and YouTube allow for cost per click (CPC), cost per action (CPA), or cost per thousand impression (CPM) media buys to help drive traffic and interest in your profile pages.<br />Test and optimize media buys over time according to calls to action, messaging, and creative.<br />Integrate social links on owned properties (Web sites, landing pages, and mailing list e-mails).<br />
Types of Engagement<br />Reactive:<br />Tips on respond to others<br />Reward Positive Comments when you can with a thank you<br />Neutral: often will not require response<br />Negative: will depend on nature of comments.<br />Correct non-factual information (politely)<br />Don’t engage in rants<br />Take offline if true customer service issue<br />Proactive:<br />Provide valuable content driven by your goals and objectives<br />Sustained or campaign<br />Build for the long-term: Effort in=effort out. <br />Don’t just use as another push medium<br />Flesh out via detailed content and engagement plans and calendars<br />Create “high-involvement” posts where appropriate:<br />Ensure your learnings are informed by, and integrated back into, owned media. <br />http://marketing<br />15<br />Content Calendar Example<br />
Review the Online Communication Code of Conduct prior to engaging.
Coordinate efforts internally (don’t forget PR and MVP).</li></li></ul><li>Key Measures by Tactic<br />
Measurement<br />Measure according to your goals<br />Understand changes in volume<br />Watch for sentiment shifts<br />Optimize content and channels<br />What about ROI?<br />Not solved yet.<br />Building a workable model in FY11.<br />
Guidance Available<br />Social Media FY11 Consumer Playbook<br />Social Media FY11 - Subsidiary Planning Guide<br />//digimarkteting – Social section<br />Join: Digital Marketing at Microsoft alias<br />http://marketing<br />20<br />
Feedback<br />What challenges are you facing?<br />What help do you need?<br />What’s hot in your market?<br />Any best practices to share?<br />