R2i's "Why Microsoft" campaign developed for Microsoft Compete won at the 2013 Puget Sound AMA Pulse Awards for its integrated strategy, tactical execution and measurable outcomes all of which leveraged Microsoft Compete social channels to position the product against competitors in the market. R2i was responsible for the social strategy, content development, campaign optimization and reporting.

1. PRESENTED TO: Puget Sound AMA
Campaign: Why Microsoft
November 2013

2. Campaign Summary
Why Microsoft?
Microsoft Compete brought on r2i in 2011 to help with their social marketing initiatives. The “Why
Microsoft” campaign was designed to promote competitive strengths of Microsoft’s unified
productivity platform.
Confidential 11/11/2013
2
2
2

3. Campaign Objectives
Business Goal? Take Market Share from Google Apps
R2i was given the task of developing a comprehensive social media program that aimed to
integrate and amplify campaign messages across the web and social channels. The strategy
focused on leveraging owned channels, specifically the Compete blog, Twitter handle and
YouTube channel. R2i developed a comprehensive content strategy around these outlets as well
as a Compete Content Distribution Network (CCDN) in order to publish and amplify content to an
engaged community.
Specific campaign objectives include:
•
Demonstrate the competitive benefits of Microsoft products
•
•
•
Demonstrate competitor weakness
Grow the Why Microsoft community on social properties
Distribute and amplify Why Microsoft messages through owned
channels, infographics, slideshows, etc
Confidential 11/11/2013
3
3
3

4. Campaign Tactical Objectives
Leverage Owned Properties for Content Publication
R2i created a series of contests, promotions and visual messaging designed to engage the
community. Content such as infographics, promotional copy and active community management
allowed the Compete team to share the “Why Microsoft” campaign in new ways that were not
only engaging but effective. R2i continues to support Microsoft Compete by providing ongoing
content strategy development and execution.
Specific tactical objectives include:
•
Listening and reporting—identify themes and
communities and report on relevant trends
•
Community management—engage with
growing community
•
Paid access—execute promoted Twitter
products program
•
Campaigns—spread competitive messages
and boost community growth
Confidential 11/11/2013
4
4
4

5. Messaging and Metrics
Listen, Message, Optimize
Over the course of nearly three years, r2i has mastered the most effective ways to communicate
Office 365 product value propositions to a primarily B2B audience through the execution of
multiple, successful campaigns.
Specific metrics include:
•
Awareness—blog visits, website unique
views, referral traffic, new visitors, direct
traffic, inbound links, curiosity
•
Engagement—
comments, retweets, replies/mentions, downl
oads, clicks
•
Acquisition—followers on Twitter, subscribers
Confidential 11/11/2013
5
5
5

6. Why Microsoft Historical Timeline
Confidential 11/11/2013
6
6
6

7. Outcomes
Community Growth
Measurement of the campaigns was to be based on increased awareness and engagement as
indicated by Twitter follower counts, blog traffic and conversations in various platforms. R2i is
responsible for growing the Why Microsoft Twitter audience from less than 100 followers to over
60,000+ through a mix of paid social amplification, organic community management, strategic
content distribution and fostering advocacy within the community.
Confidential 11/11/2013
7
7
7