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.

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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
  • Windows 7 social media case study

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

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