The document discusses the importance of receiving and responding to negative news in management, as articulated by Bill Gates. It outlines various business goals and marketing strategies aimed at improving customer engagement and driving revenue. Furthermore, it highlights the significance of customer interaction in creating value and the evolving nature of digital marketing in a connected marketplace.

3. Social Media?

6. “I have a natural ability to find bad news. If it’s out
there, I want to know about it. An effective manager
wants to hear about what’s going wrong before he or
she hears about what’s going right. You can’t react
appropriately to disappointing news if it doesn’t
reach you soon enough”
Bill Gates: Business At The Speed Of Thought

7. [CELLRANGE]
[CE[CLLERLALRNAGNEG] E]
[CELLRANGE]
600,000
500,000
400,000
300,000
200,000
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CE[CLLERLALRNAGNEG] E]
13
10 11 12
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CE[CLLERLALRNAGNEG] E]
[CELLRANGE]
[CE[CLLERLALRNAGNEG] E]
[CELLRANGE]
[CELLRANGE]
[CE[CLLERLALRNAGNEG] E]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
16
17
[[CCEELLLLRRAANNGGEE]]
[CE[CLLERLALRNAGNEG] E] [CE[CLLERLALRNAGNEG] E]
14
15
[CELLRANGE]
[CELLRANGE]
[CE[CLLERLALRNAGNEG] E]
100,000
Negative Neutral Positive
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
O365 Launch FY13 Q3
earnings
Xbox One
announce
Source: Social Intelligence Platform
E3 Company re-org
announce
FY13 Q4
earnings
Steve Ballmer
announcement
Nokia announce Surface 2 reveal Windows 8.1
RTM
Surface 2 release, new
iPad, FXS post, FY14
Q1 earnings
PS4
release
Xbox One
release
FY14 Q2
earnings
Satya
Nadella
appointed
CEO
Office for
iPad
Release
Build
2014
Inaction?
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CE[CLLE[RCLALE[RNCLAGLERNELAGL] RNEAG] NEG] E]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CE[CLLERLALRNAGNEG] E]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CE[CLLERLALRNAGNEG] E]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
-
1-5-2013
1-12-2013
1-19-2013
1-26-2013
2-2-2013
2-9-2013
2-16-2013
2-23-2013
3-2-2013
3-9-2013
3-16-2013
3-23-2013
3-30-2013
4-6-2013
4-13-2013
4-20-2013
4-27-2013
5-4-2013
5-11-2013
5-18-2013
5-25-2013
6-1-2013
6-8-2013
6-15-2013
6-22-2013
6-29-2013
7-6-2013
7-13-2013
7-20-2013
7-27-2013
8-3-2013
8-10-2013
8-17-2013
8-24-2013
8-31-2013
9-7-2013
9-14-2013
9-21-2013
9-28-2013
10-5-2013
10-12-2013
10-19-2013
10-26-2013
11-2-2013
11-9-2013
11-16-2013
11-23-2013
11-30-2013
12-7-2013
12-14-2013
12-21-2013
12-28-2013
1-4-2014
1-11-2014
1-18-2014
1-25-2014
2-1-2014
2-8-2014
2-15-2014
2-22-2014
3-1-2014
3-8-2014
3-15-2014
3-22-2014
3-29-2014
4-5-2014

10. Business
Goals
Win
Customers
Improve
Customer
Satisfaction
Grow
Revenues
Reduce
Risk/Costs
Marketing
Investment
Marketing
Goals Marketing Strategies
Creating
Awareness and
Changing
Perceptions
Driving
Deployment,
Activation and
Usage
Building
Communities
and
Relationships
Generating
Leads
Optimizing
Opportunities
Digital
Transformation
1. Increasing overall and functional awareness of our products and services
2. Changing affinity towards, propensity to purchase Microsoft products
1. Driving activation of Microsoft licenses
2. Managing installation, usage and ease of maintenance for the installed base for
improved usage
1. Broadening communities with Developers and IT Pros to creative positive network
effects
2. Deepening relationships with key decision makers to ensure consideration and
preference at the time of sale
3. Preventing customer defection with timed relationship marketing
1. Driving demand for products and solutions through the generation of prospects for
Sales follow up
2. Identifying and engaging with prospects for qualification into Sales opportunities and
ultimately win revenue
3. Cultivating marketing prospects and/or non-responders until they are ready to begin
the buying cycle
1. Increasing the opportunity revenue value
2. Increasing the opportunity velocity
3. Increasing stage-to-stage conversion rates and ultimate win rate
1. Market Intelligence
2. Social Listening
3. Database
4. GMP, DMO, Profiling

17. Top-Line Results
• 150k page views and over 800k retweets in first
48 hrs
• Over 50% of viewers stayed on site for 5 minute
+
• 10% of viewers stayed on site for >1 hour
• Trending In main stream media
• 40 separate articles
• Inc. Gizmodo, The Verge, The Next Web, Neowin
• storytelling

18. Real Pay-Off

20. Globalisation
The Personal Cloud Mobile
everywhere
Social Growth
Technology impacting Communications
Con
Natural Interaction
New Hybrid Form Factors/
Web as living room/ Devices
entertainment
Ubiquitous Connectivity

21. Transactional
Marketing
Relationship
Marketing
Collaborative
Marketing
View of value
Value is associated with a
company’s offering. Maximize value
in exchanges
Value is associated with customer
relationships. Maximize lifetime
value of relationships
Value is associated with
experiences. Maximize value of
co-created experiences
View of market
Place where value is exchanged between customers and the firm. Market
is separate from the value creation process
Market as a forum where value
is co-created through
interaction and dialogue
Role of customer
Passive buyers to be targeted with
offerings
Portfolio of relationships to be
cultivated
Prosumers – active participants
in value co-creation
Role of firm
Define and create value for
consumers
Attract, develop, and retain
profitable customers
Engage customers in defining
and co-creating unique value
Nature of Customer
Interaction
Survey customers to elicit needs
and solicit feedback
Observe customers and learn
adaptively about customers
Active dialogue with customers
and communities
Source: Mohan Sawhney, Kellogg School of Management

25. Andrew Pickup
Senior Director
Corporate Communications
Microsoft Asia Pacific
! +65 91709305
* andrewpi@microsoft.com
andrewpickup