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The role of social marketing in Windows 7 launch


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Jacqueline Smit, CMO consumer & online of Microsoft Netherlands, told the audience at Eurobest 2009 about the learnings from the Windows Vista launch and the use of social marketing for the Windows 7 launch.

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The role of social marketing in Windows 7 launch

  1. 1. EUROBEST 2009 <ul><li>Jacqueline Smit, CMO </li></ul>EUROBEST 2009 JACQUELINE SMIT, COMO
  2. 2. The W W is now!
  3. 3. I Microsoft Mindshare to heartshare Heartshare Reduce complexity Guide in digital life Add simplicity Be approachable Secure
  4. 4. ‘ Windows works’
  5. 5. <ul><li>Software </li></ul><ul><li>Detached </li></ul><ul><li>Utility </li></ul><ul><li>Broadcasting </li></ul><ul><li>Seattle </li></ul><ul><li>Complex </li></ul><ul><li>Three (windows mobile, pc, live) </li></ul><ul><li>Enable </li></ul>The Windows movement <ul><li>Service </li></ul><ul><li>Close by </li></ul><ul><li>Special </li></ul><ul><li>Involve d </li></ul><ul><li>Schiphol </li></ul><ul><li>Simple </li></ul><ul><li>One </li></ul><ul><li>Enable & Enrich </li></ul>DIGITAL HUMAN
  6. 7. Why social marketing? Negative perception of Vista What consumers want Effectiveness My hairdresser
  7. 8. Our approach to social marketing The consumer campaign Influencer program
  8. 9. Social hotspot
  9. 10. Influencer program Frequency of posting Amount of postings Amount of comments Type of social space Amount of readers Amount of traffic Role of the potential influencer FACTORS RESULTS Ranked 1 to 5 173 Vspots Measure presence, measure audience sentiment & perception, compare consumer pages, compare Windows 7 with competitors, gain insights Conversational tracking 417 influencers
  10. 11. 50 buddy tailormade mails to Grade 5 influencers 25 colleagues onboarded in adopting a blog 60 discussions on W7 10 discussions for inhabitants of Zevenhuizen Our solution Influencers list: Grade 5* (most influential) 1:1 Influencer list: Grade 2-3-4: 50 colleagues: adopt a blog Influencer list: Grade 1-2 - Link to Growing Influence (Impact & Reach) Microsoft Community Engagement Objective
  11. 13. ‘ Sevenhouses’ launch
  12. 14. No television, no print, no radio Entering the unknown Working with different agencies Internal challenges Not a ‘one time’ campaign idea Definition of ROI
  13. 15. Measuring ROI Newsletters, Software Assurance, Product registrations, Loyalty/Reward Programs Incubation Awareness Active Shopping Consideration Design/Develop Preference Purchase Purchase/Fulfillment Post-Completion Advocacy Install Use Best Traditional MarCom Channels TV, Radio, OOH, Print, Sponsorship, Cinema Print, Campaign sites, DM, Retail support, Events, Demos, Newsletters, Sampling 3 rd party advocacy, RM, Conventions, Partner/customer briefings, Retail support Retail support, Partner referral, Pre-installed OEM, Time-bombed upgrades Books, Retail support, Product support, training centers, demos, Product outreach to MS communities / newsgroups Customer Journey Static and Rich Media display, In-stream video and audio, evergreen sites, mobile video. 1127 press articles Search engine advertising, search engine optimization, blogs, social networks, review sites, mobile. 435 172 engaged blogs Customer toolkits, Demos, videos, landing sites, promotional emails, live events, podcasts, 152 k video streams Affiliate and partner sites, commerce site, location-based Services. 5,2% marketshare in 1 month All time high in Microsoft Store without Support Newsletters, how-to sites, communities, help sites. 93 discussions on Best Digital MarCom Channels Newsletters, reminder emails, Communities. 7 social network communities 1127 articles on Zevenhuizen 152.000 video streams
  14. 16. DID IT WORK? Closing thoughts Improved relationship with bloggers and journalists More positive feedback Neutral tone Negative : corrected by community  Engaged with the community Microsoft employee learnings With 10% of the Vista budget Changed perception from negative to positive in a year CPE & Net promoter scores improved
  15. 17. EUROBEST 2009 QUESTIONS? [email_address]