Frost sullivan windows case study final 12.20.10

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Frost sullivan windows case study final 12.20.10

  1. 1. ÖêoïíÜ=íÉ~ã=ã É ã Ä É ê ë Ü á é» 1Best Practice GuidebookCapitalizing on Social Media to Drive an Effective Product Launch ÖìáÇÉÄooâ=ëìãã~êó Firm: Microsoft Corporation Industry: Technology Products and Solutions Headquarters: Redmond, Washington, United States Geographic Footprint: Global Ownership: Public Revenue (2009): $58.4 billion USD Problem: Business Results: Microsoft seeks to build long-term relationships with brand enthusiasts Social media-driven impressions surpassed goal by 140% and engage them in the new product launch process. 7-point increase in purchase consideration after the launch Solution: Reached 4% market share in one month (previous OS version took seven months) Microsoft leverages social media to engage brand enthusiasts who will support the launch of Windows 7. Microsoft’s strategy includes: Resources Required: Identifying and organizing brand enthusiasts Dedicated social media team to drive strategic focus Rewarding brand enthusiasts’ active participation Monitoring agencies to track and analyze online conversations Monitoring online conversations for opportunities to engage and amplify peer-to-peer recommendations Applicability of Best Practice to Executive Functions: Providing brand enthusiasts with tools to drive word-of-mouth Function Applicability Marketing Market Research Note: Windows and the Windows flag logo are trademarks of theThe contents of these pages are copyright © 2010 Frost & Sullivan. All rights reserved. Microsoft group of companies.
  2. 2. ÖêoïíÜ=íÉ~ã=ã É ã Ä É ê ë Ü á é» ÄÉëí=éê~ÅíáÅÉ=ÖìáÇÉÄooâ 2 The Windows marketing team evaluates key trade-offs to guide its social media engagement process Windows 7 Social Media Engagement Process Establish Social Identify Brand Engage Brand Build Tailored Monitor Equip Brand Media Team Enthusiasts Enthusiasts Presence Online Sentiment Enthusiasts Trade-off Trade-off Trade-off Trade-off Trade-off Trade-off Should we create a Should we focus Should we incentivize Should we jump in Should we Should we arm dedicated team or on mainstream enthusiasts’ to every channel or disregard negative enthusiasts with tools can we manage with customers or participation or gradually build our conversations or to spread the word current resources? passionate Windows rely on voluntary presence where look at them as or leave them to users? engagement? enthusiasts are opportunities? their own devices? prevalent?Decision Decision Decision Decision Decision DecisionA dedicated social A narrow focus on a Targeted engagement Building a social media Monitoring the Providing enthusiastsmedia team ensures the select group of brand tactics strengthen presence where sentiment of with simple tools tonecessary resources enthusiasts allows existing relationships, brand enthusiast conversations for promote and shareare in place to Marketing to engage create new bonds, and conversations are positive and negative information with theircapitalize on the long- individuals with greater ensure enthusiasts feel taking place ensures themes weekly enables peers encouragesterm opportunities potential to influence valued by the Windows the team’s engagement the marketing team to trial and customerpresented by social others’ decisions. team. activities can have the adjust its tactics leading consideration of themedia. most impact. up to the launch. product leading up to the launch.The contents of these pages are copyright © 2010 Frost & Sullivan. All rights reserved. Source: Microsoft Corporation; Growth Team Membership™ research.
  3. 3. ÖêoïíÜ=íÉ~ã=ã É ã Ä É ê ë Ü á é» ÄÉëí=éê~ÅíáÅÉ=ÖìáÇÉÄooâ 3key takeaway: Establish a full-time social media team to manage strategy and engage brand enthusiasts The Windows marketing unit establishes a dedicated team to ensure a long-term commitment to engagement through social media Windows Social Media Team Social Media Strategy Lead Focus: Windows Social Media Strategy Responsibilities: Lead development of the social media strategy Maintain accountability for program success Manage the social media team and resources required for specific campaigns Monitor emerging opportunities in social media Community Manager Social Media Program Manager Social Media Campaign Lead Focus: Windows-Supported Online Communities Focus: External Online Communities Focus: Specific Windows Social Media Campaigns Responsibilities: Responsibilities: Responsibilities: Attract individuals to Windows-supported Engage users of Windows-related social media sites Manage each social media campaign communities and communities Ensure integrated messages across all social media Screen potential candidates for invite-only online Grow the number of individuals in each social media channels communities channel/community Measure the return on investment for the campaign Interact with community members to ensure high Measure the return on investment of engaging in engagement with Microsoft and its products external social media channels why invest in a dedicated social media team? how can we locate brand enthusiasts? Key reasons for a dedicated social media team include: Brand enthusiasts can be located through a variety of means, including: The rapid and ongoing increase in social media usage among consumers, Browsing category-related discussion forums and communities customers, and prospects Using free and paid listening tools to scan social media channels for key The ever-increasing number of social media engagement tools available for words and brand-related conversations executives to leverage Establishing a brand enthusiast program and inviting current customers The vast amount of monitoring services available that need to be understood For additional resources and managed CLICK HERE The contents of these pages are copyright © 2010 Frost & Sullivan. All rights reserved. Source: Microsoft Corporation; Growth Team Membership™ research.
  4. 4. ÖêoïíÜ=íÉ~ã=ã É ã Ä É ê ë Ü á é» ÄÉëí=éê~ÅíáÅÉ=ÖìáÇÉÄooâ 4 key takeaway: Identify and organize select brand enthusiasts The Social Media Program Manager screens A panel of internal and external stakeholders nominates and brand enthusiasts for the Windows Clubhouse screens candidates for the Most Valuable Professional award Windows Clubhouse Most Valuable Professional (MVP) Award The Clubhouse is a Microsoft-owned online community that connects The annual MVP award recognizes members of Microsoft’s technical passionate Windows users from around the world. Members have access communities, such as blogs and forums, that have actively contributed to to the latest Windows-related news and can share their stories, tips, and discussions and provided support to customers. Microsoft does not pay experiences with each other. these individuals. Windows Clubhouse Application MVP Identification Process Join the Clubhouse Community! Screening Criteria Please indicate your age: Under 18 18–35 36+ Knowledgeable How many Microsoft products do you use? and Passionate 1–3 4–6 7 or more Individuals must be Quality of Posts knowledgeable and Identifies the most How well does the following statement describe your experience with Microsoft products? passionate about knowledgeable participants the category and I have had a positive experience with Microsoft and its Microsoft products. products Quantity of Posts Strongly Agree Agree Neutral Disagree Ensures recognition of the Strongly Disagree most productive individuals What are your favorite online activities? Level of Impact I participate in online communities Active and Screens for participants Frequently Occasionally Rarely Influential with proven results I participate in forum discussions Individuals must be active in online Frequently Occasionally Rarely The screening process is category-related conducted by a panel that Why do you want to be a part of the Clubhouse discussions and community? includes members of the have a track record MVP team and Microsoft I want to demonstrate my own expertise of adding value to product groups. Each Strongly Agree Agree Neutral Disagree conversations. nominee’s contributions are Strongly Disagree evaluated for the past 12 months (including those of To see the full version 4,000 MVPs active MVPs); all receive the CLICK HERE same level of scrutiny.The contents of these pages are copyright © 2010 Frost & Sullivan. All rights reserved. Source: Microsoft Corporation; Growth Team Membership™ research.
  5. 5. ÖêoïíÜ=íÉ~ã=ã É ã Ä É ê ë Ü á é» ÄÉëí=éê~ÅíáÅÉ=ÖìáÇÉÄooâ 5 key takeaway: Reward and continuously engage brand enthusiasts The Social Media Team engages brand enthusiasts through a variety of member-only tactics Select Brand Enthusiast Engagement Tactics Community-Powered Content The engagement tactics directly involve enthusiasts in content generation and Windows Clubhouse members vote for the syndication of product enhancements… preferred posts on Windows.com, which bestows recognition and increases readership for the best contributors. …create networking opportunities for brand enthusiasts… Beta Testing Tips and Tricks MVPs receive access to beta-stage innovations and product Membership in the Windows Clubhouse and MVP program enhancements to provide early-stage feedback and ideas for gives enthusiasts access to Windows-related tips and tricks, potential product enhancements prior to a wide-scale launch. enabling individuals to share insights with fellow enthusiasts. Achievement Badges Direct Networking MVPs receive virtual badges, which they can place on their As members are pre-screened to be networkers, the own web sites and blogs to highlight their expertise and Windows Clubhouse enables members to connect directly showcase Microsoft’s recognition of their contributions. with influential, highly connected consumers in the category. Global Summit Invitations Breaking News MVPs are invited to an annual summit, where they access to Because of their propensity to share information with others, exclusive technical content, participate in direct feedback the Social Media Team ensures Clubhouse and MVP members sessions, and meet with Microsoft executives, product teams, receive information about the latest Microsoft and Windows and other MVPs from around the world. features, products, and services ahead of the general public.…and ensure brand enthusiasts Code of Conductare recognized for their efforts and Clear guidelines for Windows Clubhouse and MVP members …strengthen the bonds betweenmade to feel valued by Microsoft. ensure rules of engagement are followed when sharing content enthusiasts and the Windows team… or otherwise interacting with other brand enthusiasts online.The contents of these pages are copyright © 2010 Frost & Sullivan. All rights reserved. Source: Microsoft Corporation; Growth Team Membership™ research.
  6. 6. ÖêoïíÜ=íÉ~ã=ã É ã Ä É ê ë Ü á é» ÄÉëí=éê~ÅíáÅÉ=ÖìáÇÉÄooâ 6 key takeaway: Identify where and how to engage brand enthusiasts online The Social Media Team selectively builds its presence in external channels where brand enthusiasts are most active Pre-Entry Considerations Case-in-Point: Microsoft Builds Presence on Facebook Look Before you Leap Scanning the Social Media Landscape Rather than immediately creating a company presence on each new social media channel, the Social Media Team scans the online landscape for Windows profiles already established by brand enthusiasts. The Social Media Team identifies and monitors groups on Facebook where Windows-related conversations are taking place and determines Engage with Prominent Brand Enthusiasts how they can add value… When applicable, the team partners with brand advocates who have already developed a Windows following on specific social media channels (e.g., partnering in the daily management of the Windows Facebook account). Listen before Engaging in Conversations Prior to engaging in the channel, the team listens to the type of conversations taking place (e.g. positive or negative) to brainstorm the most Engaging with Brand Enthusiasts appropriate content and style of interaction for each channel. …and then approaches highly engaged enthusiasts Post-Entry Considerations who manage a specific Windows-related group with high levels of activity, offering to partner in the group’s management… Don’t Broadcast; Add Value Recognizing that social media is not just another broadcast tool, the team initially focuses on adding value to current discussions and responding to member questions and feedback. Contribute Fresh Content and Participate Frequently Building Trust with Brand Enthusiasts Providing community members with fresh, frequent, and relevant content ensures ongoing engagement and increases the likelihood that members will recommend the brand’s presence on the channel to their peers. …eventually leading to the original administrators asking the Windows social media team to take over the Don’t Filter Content group’s daily management. Other than spam or offensive material, all content and comments remain on the specific channel, whether they are favorable to the brand or not, and responses are made when necessary.The contents of these pages are copyright © 2010 Frost & Sullivan. All rights reserved. Source: Microsoft Corporation; Growth Team Membership™ research.
  7. 7. ÖêoïíÜ=íÉ~ã=ã É ã Ä É ê ë Ü á é» ÄÉëí=éê~ÅíáÅÉ=ÖìáÇÉÄooâ 7 key takeaway: Harness the power of positive sentiment leading up to product launch Frequent monitoring of online conversations allows the …and aggregate online conversations (positive and negative) team to quickly adjust messaging and engagement tactics… once positive sentiment reaches a critical mass Twitter Weekly Listening Report Illustrative Windows Social Media Hub The Windows Social Media Hub is a web site based on Microsoft Twitter—Weekly Report: Week 1 August 2009 technology that aggregates Windows 7-related conversations from across the internet. To ensure content is appropriate and relevant to Key Statistics Weekly Sentiment Windows 7, the Social Media Team moderates the Hub. Outreach: Fan Engagement: Monitor the shift in Monitor whether Monitor indicators sentiment over time for outreach increased, to track enthusiast opportunities to amplify Windows Social Media Hub decreased or remained engagement (e.g., enthusiast conversations. constant. click-throughs). To see the full version Weekly Insights CLICK HERE Weekly Goal Summarize positive and negative trends identified Track progress in increasing the number of from weekly engagement followers for the Windows Twitter account. activities. Sample Member Posts Next Steps and Provide examples (positive and negative) of brand Recommendations enthusiast activity. Prescribe the tactical changes to be made to engagement activities. Twitter Facebook Video Sites Clubhouse Blogs/Forums Regular listening reports allow the social media team to: The Social Media Hub feeds conversations and Build on positive themes such as adjusting television creative comments directly to sites such as Windows.com and rotation to emphasize spots with greater resonance the Windows Clubhouse, further increasing the reach Address negative trends in conversations by responding via of brand enthusiast discussions. Positive themes are posts to the Windows Team Blog also incorporated into banner ads occasionally.The contents of these pages are copyright © 2010 Frost & Sullivan. All rights reserved. Source: Microsoft Corporation; Growth Team Membership™ research.
  8. 8. ÖêoïíÜ=íÉ~ã=ã É ã Ä É ê ë Ü á é» ÄÉëí=éê~ÅíáÅÉ=ÖìáÇÉÄooâ 8 key takeaway: Empower brand enthusiasts to evangelize the product via their peer networks The Social Media Team develops a toolkit to facilitate enthusiast conversations and drive word-of-mouth about Windows 7 Windows 7 Toolkit Blog Badges Windows 7 Badges that enthusiasts can place on their web sites help spread awareness of the upcoming launch. The electronic toolkits are easy to share and provide brand enthusiasts with a variety of tools to encourage trial and consideration of Windows 7. Countdown Clocks YOU’RE Invitation Scripts Online countdown clocks, which highlight Sample invitation scripts make it easy for the launch date and a “tip of the day,” help enthusiasts to create online or offline events INVITED build excitement for the launch. and attract attendees. Video Clips Product Demos Windows 7 videos make it easy for Demo versions of Windows 7 enables enthusiasts to share relevant information enthusiasts to showcase key features of the within their networks. new product to their peers. the offline element: live events The Windows team expands its outreach to category enthusiasts by sponsoring a variety of live events leading up to the launch. Specifically, the team leverages Meetup.com (http://www.meetup.com), an online platform that helps individuals organize face-to-face gatherings around similar interests, and provides the toolkits to people that have set up such meetings to discuss Windows 7.The contents of these pages are copyright © 2010 Frost & Sullivan. All rights reserved. Source: Microsoft Corporation; Growth Team Membership™ research.
  9. 9. ÖêoïíÜ=íÉ~ã=ã É ã Ä É ê ë Ü á é» ÄÉëí=éê~ÅíáÅÉ=ÖìáÇÉÄooâ 9 Business Results Microsoft’s use of social media to engage brand enthusiasts for the Windows 7 launch process drives a variety of positive results Awareness Purchase Intent Purchase Decision Social Media Driven Impressions Purchase Consideration Market Share “Very or extremely interested in Time to Reach 4% learning more about Windows 7” Windows 7 140% 7-point increase Market Share 4% Vista 1 7 Goal Actual Launch Week 2 Months The Windows 7 launch generated more than 200 million brand Over 100 million Windows 7 impressions in the first two licenses were sold in the first weeks with an estimated cost per six months, making it the fastest thousand (CPM) of $0.02. selling operating system in history. Facebook Fans Live Event Feedback Likelihood to Purchase within 6 Months 200K 5–10% 100K Windows surveyed visitors to the Social Media Hub and other Windows-related Launch Week 2 Typical End Visitor to web sites to track Action (e.g., the Social customers’ likelihood clicking a link Media Hub to purchase Windows Windows 7 trended as high on Windows. 7 post-visit. as 3rd on Twitter and was the 68% of attendees said they com) number-one sponsored channel on were “More Likely” to consider YouTube for several days. Windows 7 as a result of the event.The contents of these pages are copyright © 2010 Frost & Sullivan. All rights reserved. Source: Microsoft Corporation; Growth Team Membership™ research.
  10. 10. ÖêoïíÜ=íÉ~ã=ã É ã Ä É ê ë Ü á é» ÄÉëí=éê~ÅíáÅÉ=ÖìáÇÉÄooâ 10 Key Lessons Learned Profiled Company Perspective Before you dive in to social media, it is important to determine what type of relationship you want to have with your customers and prospects online: responding to customer queries, engaging with brand enthusiasts, etc. This decision requires you to ascertain what type of corporate culture you have and how prepared you are for the new-in-kind challenges around transparency and in-the-moment responses that come with social media. The key to employing social media effectively, irrespective of the objective, is having a clear strategy and viewing it as a long-term investment. Social media necessitates contributing to ongoing conversations with customers, rather than generating buzz for a specific campaign. These contributions require creating internal capabilities and capacity. The social media landscape is expanding and changing at a rapid pace. If you don’t have the dedicated resources, especially a team, in place to track and capitalize on those changes, it is very likely you will miss out on valuable opportunities to drive engagement and sales. As you begin your social media journey, it is important not to jump into any channel, even those that seem obvious choices such as Facebook or Twitter. Companies have to be selective: identify where your customers are interacting and where brand- and category- related conversations are taking place. Then monitor these conversations so you can determine how you can add value to them. When building up to a product launch, listening to online conversations is crucial, but it is imperative that the sentiment of these conversations is tracked and analyzed. Gaining visibility into the level of positive (or negative) conversations enables Marketing to adjust its tactics accordingly—share the positive comments through other channels (including your corporate web site) and tackling negative conversations and comments that are based on misconceptions to prevent them gaining momentum. For the latter, the PR department is a great resource for Marketing.The contents of these pages are copyright © 2010 Frost & Sullivan. All rights reserved. Source: Microsoft Corporation; Growth Team Membership™ research.
  11. 11. ÖêoïíÜ=íÉ~ã=ã É ã Ä É ê ë Ü á é» ÄÉëí=éê~ÅíáÅÉ=ÖìáÇÉÄooâ 11 GO BACK Supporting Tools & Resources Sample List of Available Resources to Locate Brand Enthusiasts and Brand-related Conversations The Growth Team Membership identified the following free and paid tools as potential starting points to locate brand enthusiasts and brand-related conversations. Free Search Tools Paid Search Tools Twitter Search Technorati Radian6 Visible Technologies Search the micro-blogging web site Search the web for relevant blogs and Gain insight from social media Gain insight from social media for brand-related conversations. posts about your brand. monitoring and analysis. monitoring and analysis. http://search.twitter.com http://www.technorati.com http://www.radian6.com http://www.visibletechnologies.com Google Blog Search StumbleUpon Sysomos CrimsonHexagon Search the web for relevant blogs and Browse the web based on the Gain insight from social media Gain insight from social media posts about your brand. passions and interests of individuals. monitoring and analysis. monitoring and analysis. http://blogsearch.google.com http://www.stumbleupon.com http://sysomos.com http://www.crimsonhexagon.com News Aggregators Online Communities Friend Feed Digg Facebook Ning Search the social media landscape for Search for relevant comments and Search the social networking platform Scan customized social networks built brand-related conversations. postings by community members. for relevant groups and fan pages. by individuals around their interests. http://www.friendfeed.com http://www.digg.com http://www.facebook.com http://www.ning.com MyBlogLog Reddit MySpace LinkedIn Search for relevant blogs and postings Search for relevant comments and Search the social networking platform Search for company-related by community members. postings by community members. for relevant groups and fan pages. discussions and groups. http://www.mybloglog.com http://www.reddit.com http://www.myspace.com http://www.linkedin.comThe contents of these pages are copyright © 2010 Frost & Sullivan. All rights reserved. Source: Growth Team Membership™ research.
  12. 12. ÖêoïíÜ=íÉ~ã=ã É ã Ä É ê ë Ü á é» ÄÉëí=éê~ÅíáÅÉ=ÖìáÇÉÄooâ 12 GO BACK Supporting Tools & Resources Windows Club House Application http://clubhouse.microsoft.com/Join I blog Join the Clubhouse Community! The Clubhouse is a community where people just like you are looking to share ideas and build upon their knowledge of Microsoft products. To join and become a member of this specialized community, complete the first step of the application, it only takes a few minutes. I use Social Networks (﴾Facebook, Twitter, LinkedIn)﴿ All questions are required. Please indicate your age. I tag content and use an RSS reader Under 18 Why do you want to be a part of the Clubhouse community? Please indicate how well the 18-35 following statements apply to you. 36+ How many Microsoft products do you use? Strongly Strongly Agree Agree Neutral Disagree Disagree 1-3 4-6 I want to demonstrate my own expertise 7 or more Please indicate your skill level with these products. IT Professional I like to share stories and my perspective with my peers Advanced User I enjoy being in the know, getting the inside Intermediate scoop on my favorite brands and products Novice I like to test and play with the newest products How well do the following statements describe your experience with Microsoft products? and gadgets before the masses Strongly Strongly Agree Agree Neutral Disagree Disagree Helps my reputation, as my peers look to me for best-in-class product recommendations I have had a positive experience with Microsoft I would like to shape the future of the products and its products. that are important to me I cant wait to try the newest technologies I like receiving kudos from my peers What are your favorite online activities? Allows me to increase my network of people with similar interests Rarely Frequently (﴾Less (﴾Several Occasionally than 3 Opens the door for opportunities to network times a (﴾3-5 times a times a offline week)﴿ month)﴿ month)﴿ Cancel Submit I participate in online communities I participate in forum discussionsThe contents of these pages are copyright © 2010 Frost & Sullivan. All rights reserved. Source: Microsoft Corporation; Growth Team Membership™ research.
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