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Windows 7 social media case study

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Presentation given at OMMA March 17, 2010 describing the Windows 7 social media strategy for launch.

Presentation given at OMMA March 17, 2010 describing the Windows 7 social media strategy for launch.

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  • Key message: Welcome and thank you.NOTE: I have put slide numbers in to make it easier to give feedback. These will be removed prior to performance.
  • The Windows Social Media team wanted to support the launch of Windows 7 across social media sites. Its objectives were to:Engage the base. Leverage the huge partner network of Windows. Make Windows 7 the hero. Drive trial and let the product speak for itself while traditional marketing efforts drove awareness.
  • Earned and Paid media will collideChallenge: Org’s are not structured to supportMobility will evolve digital advertising. Location based networks provide rich customer data for timely Offers and relevant messagesChallenge: Ad model that supports GPS targeted messagesSocial media will not be a standalone asset but rather will integrate into main stream digital marketingChallenge: Internal teams will need FTE resources to support anytime SMM engagement. Video advertising for web only will increase.Challenge: Ad teams need to understand web as a different medium than TV. Paid media dollars will be needed to amplify video distributionSocial CRM will be required for Enterprise companies.
  • The End / Q&A
  • Transcript

    • 1. Social Media
      Marty Collins
      Director, Emerging Media
      Microsoft
    • 2. July 2007
      How it all began:
      Customer problem: WL churn
      Vista was in the market – Windows had lost the connection to the customer
      Low cost compared to Media spend
    • 3. Clubhouse
      3
      “What if customers showed other customers the cool things they could do with Windows Live – and Microsoft enabled the conversation”
    • 4. Enter Windows
      4
      April 2008
      Mission
      To change perception of Windows as well as build brand trust and advocacy, Windows must participate in the groundswell of conversation in Social Media by evangelizing passionate customer conversations and participating in a transparent dialog with consumers.
    • 5. Started small
      Audited online communities
      Built Clubhouse
      Strategic growth: one network at a time
      Listen as much as we talk
      Committed resources 24/7
      Principals
    • 6. The social media opportunity for the launch
      • Engage a base of three million beta testers.
      • 7. Leverage the huge partner network of Windows.
      • 8. Make Windows 7 the hero.
      • 9. Let the product speak for itself while traditional marketing efforts drove awareness.
    • The Groundswell
      • July ‘08 300-400posts a week
      • 10. September ‘08 1500posts a week
      • 11. January ‘09 +3,000posts a week
      • 12. October ‘09 +16,000posts a week
    • Bringing a solution together:
      Social
      Media
      HUB
      www.windows.com/social
    • 13. Windows 7 Consumer Launch
      Blogs
    • 14. The results
      Over 16 months, social media garnered the Windows7 launch:
      200 million brand impressions in the first two weeks of Windows7 launch with an estimated CPM of $0.02
      A CTR of over 2.5% to Windows.com
      During the first week of Windows7 launch, it was:
      • 3rd on Twitter for two days
      • 15. #1 sponsored channel on YouTube for three days
      Doubled the fans on the Windows Facebook page
      In the first two weeks, the Hub had over 300K visits, 50% from Facebook.
    • 16. Where Windows is today
      11
      320+K fans
      PCMag.com/Windows_7
      9th most viewed Chanel
      13 Millions Impressions a month
      71K followers
      Windows.com/Windows7
    • 17. Building an ongoing Business
      12
      Focus programs on long term community/CRM
      Add value to our existing community
      Amplify existing efforts –don’t recreate the wheel
      Cost efficient
      • ROI
      • 18. Cost per fan ($0.23 - $7+)
    • Lessons learned: role of the BG
      IRM – Influence R’ship Marketing
      Media investment
      Test and Iterate
      Social CRM
      Customer Service
      Future releases
    • 19. Trends for 2010
      Earned and Paid media will collide
      Mobility will evolve digital advertising. Location based networks provide rich customer data
      Social media will not be a standalone asset but rather will integrate into main stream digital marketing
      Video advertising for web only will increase.
      Social CRM will be required for Enterprise companies

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