Digital and Social Strategy for Microsoft Australia, this is a response to a fictional brief.
Here we cover the full scope of a social/digital plan countrywide rollout.
**Sections**
Objectives
Target
Social Activity
Insight
Strategy
Tactics
Can we offer value exchange?
Measurement
Summary
Including:
Program Calendar
Tactics
Inovation
Full cicle
Methodologies
Full ownership of ideas and concepts. Some methodologies/data and imagery might relate to third parties.
Book Industry Guild of NY - Publishing Technology Update: New Digital DirectionsKathy Sandler
Presentation from March 8, 2016 Book Industry Guild of NY panel. Panelists Included:
Sue Carlson, Norton
Daniel Cohen, Galvanized
Cynthia Clark, Elsevier
Katherine McCahill, Penguin Random House
and Peter Milburn, Wiley
Moderated by Kathy Sandler, Penguin Random House
Book Industry Guild of NY:
Website: http://bigny.org/
Twitter: BIGofNY
Facebook: BIGofNY
The SXSW Interactive Festival plays a gigantic role in our industry as innovation, digital and marketing professionals head to Austin to get the run-down on the latest platforms, opportunities and implications for brands and marketers.
This session is brought to you by Laurie Close, Head of Global Brand Partnerships at Ogilvy and James Whatley, Planning Partner - Innovation at Ogilvy & Mather London.
The Ipsos Strategy Partner Group works with the top 50 clients of the firm looking ahead to identify what's next for their businesses around the world.
Attending the Contagious conference is inspiration for new client conversations.
Moving beyond Social Listening: how to use Social Intellingence to power data...Freedata Labs
Come è possibile prevedere e indirizzare le decisioni di acquisto attraverso il social listening? Ce ne hanno parlato Valeria Severini, CEO di Freedata Labs, e Rob Zomerdijk di SDL Plc durante il seminario Figaro Digital Social Media.
L'analisi del lancio di un robot giocattolo in Giappone, studio commissionato da un nostro cliente, ci mostra la complessità del lavoro basato sui social network e ci guida verso le soluzioni e le strategie ideali.
Book Industry Guild of NY - Publishing Technology Update: New Digital DirectionsKathy Sandler
Presentation from March 8, 2016 Book Industry Guild of NY panel. Panelists Included:
Sue Carlson, Norton
Daniel Cohen, Galvanized
Cynthia Clark, Elsevier
Katherine McCahill, Penguin Random House
and Peter Milburn, Wiley
Moderated by Kathy Sandler, Penguin Random House
Book Industry Guild of NY:
Website: http://bigny.org/
Twitter: BIGofNY
Facebook: BIGofNY
The SXSW Interactive Festival plays a gigantic role in our industry as innovation, digital and marketing professionals head to Austin to get the run-down on the latest platforms, opportunities and implications for brands and marketers.
This session is brought to you by Laurie Close, Head of Global Brand Partnerships at Ogilvy and James Whatley, Planning Partner - Innovation at Ogilvy & Mather London.
The Ipsos Strategy Partner Group works with the top 50 clients of the firm looking ahead to identify what's next for their businesses around the world.
Attending the Contagious conference is inspiration for new client conversations.
Moving beyond Social Listening: how to use Social Intellingence to power data...Freedata Labs
Come è possibile prevedere e indirizzare le decisioni di acquisto attraverso il social listening? Ce ne hanno parlato Valeria Severini, CEO di Freedata Labs, e Rob Zomerdijk di SDL Plc durante il seminario Figaro Digital Social Media.
L'analisi del lancio di un robot giocattolo in Giappone, studio commissionato da un nostro cliente, ci mostra la complessità del lavoro basato sui social network e ci guida verso le soluzioni e le strategie ideali.
This presentation is grounded in primary research conducted throughout 2016. This includes in-depth discussions with the major technology platforms as well as Edelman and industry experts.
The goal is to provide an overview of how the total ecosystem is changing and offer guidance on how communications and marketing programs can succeed in 2017.
The Maker’s Manual explores how everyone from do-it-yourselfers and artists to inventors and entrepreneurs are leveraging new tools, platforms and services to take their ideas from concepts to reality.
In our Democratized Creation theme we explore how the hardware and tools required to start building DIY technology projects are becoming more widely available, cost-effective and user friendly, encouraging a greater number of people to become involved in the Maker Movement regardless of their knowledge and level of skill. With the Community Exchange theme we look at how a growing number of digital platforms and physical spaces are helping to cultivate the Maker Movement by bringing people together to share essential knowledge and resources, while simultaneously creating new marketplaces for buying and selling their products.
The report underwritten by Intel, also looks at Growth Systems and explores how a new set of services are allowing the Maker community to take their projects from personal passions to full-fledged product lines by providing flexible and cost-effective access to financial capital, copyright management tools and manufacturing facilities. Within these themes, we take an in-depth look at ten key trends, bringing them to life with best-in-class examples, constructing unique user experience paths for readers to navigate them based on their level of involvement in the Maker Movement. As you click through the following pages, we hope you find inspiration and innovation that you can leverage and share.
For more information about the report visit:
http://www.psfk.com/report/makers-manual
To view the complete editorial series around this report visit:
http://iq.intel.com/
Want to Learn More About This Topic or Any Other?
Go to labs.psfk.com to learn more about accessing in-depth trend reports on industries, markets, and topics, database access, workshops, presentations and events.
The Market Research Event (TMRE) 2016 ChapStick User Experience ResearchIsobarUS
Every brand is looking to establish powerful emotional bonds with their consumers, but marketers often struggle to define that connection and activate against it. Learn how MindSight Mobile helped Pfizer uncover the emotional experience of using ChapStick “in the moment.” Most importantly, learn how those insights are can be used to transform marketing strategy, creative, and potential new omni-channel experiences that will foster stronger emotional bonds with their consumers while inspiring brand loyalty.
Wave is the world’s largest and longest running social media study. Covering 65 countries with Wave 7 it represents the views, needs and behaviors of more than a billion of the world’s most influential internet & social media users.
Please go to http://wave.umww.com for further insights where you to do your own Wave analysis about the social media topics you are interested in.
Digital Marketing Cases: presentation for BBDO Moscow Digital WordshopZigurds Zakis
Second presentation I have made in BBDO Moscow Digital Wordshop, September, 2009 - selected case studies, success stories and strategies for marketing solutions in digital age
Fallon Brainfood x VCU Brandcenter: The Engagement OpportunityAki Spicer
Aki Spicer, Fallon's Director of Digital Strategy conducted a workshop at VCU Brandcenter's Executive Training Program for account planners.
"The Engagement Opportunity" outlines the evolving role and function of strategic planning in this age of digital and social technologies and proposes a methodology for integrated creative ideation.
An overview on Google+ for brands, marketers and businesses. It includes an overview of the platform, how it works, specifics on the features, what it means for business/marketers, and a look into the future.
Tweet me at @thedancho if you'd like a copy.
The concept of work-life balance today is obsolete. This conference took a deeper look at people, projects, products, and services that we can all leverage to try to LIVE, WORK, and PLAY BETTER.
Companies are no longer the authority on their business, marketplace and brand—consumers are. That’s why listening to the online conversation to hear what consumers are saying is the new key to success for disruptive innovations, successful product launches, brand positioning and more.
Social analytics can help your organization find real-time insights and adopt a new process for delivering innovative products that closely match consumer needs and therefore gain wider acceptance much more quickly.
Key Takeaways
Listen to Malcolm and learn:
What fundamental changes organizations must make to deal with the cultural shift that has transferred power to consumers
How social listening makes possible the real-time marketing that consumers now expect
Real-world case studies about the process of using social insights to drive product development focused on clearly identified consumer needs
Il ppt del prof. Francesco Villa (unicat) mostrato durante la prima serata del politalk con il tema: Una politica attenta alle realtà sociali - 26/01/2012
This presentation is grounded in primary research conducted throughout 2016. This includes in-depth discussions with the major technology platforms as well as Edelman and industry experts.
The goal is to provide an overview of how the total ecosystem is changing and offer guidance on how communications and marketing programs can succeed in 2017.
The Maker’s Manual explores how everyone from do-it-yourselfers and artists to inventors and entrepreneurs are leveraging new tools, platforms and services to take their ideas from concepts to reality.
In our Democratized Creation theme we explore how the hardware and tools required to start building DIY technology projects are becoming more widely available, cost-effective and user friendly, encouraging a greater number of people to become involved in the Maker Movement regardless of their knowledge and level of skill. With the Community Exchange theme we look at how a growing number of digital platforms and physical spaces are helping to cultivate the Maker Movement by bringing people together to share essential knowledge and resources, while simultaneously creating new marketplaces for buying and selling their products.
The report underwritten by Intel, also looks at Growth Systems and explores how a new set of services are allowing the Maker community to take their projects from personal passions to full-fledged product lines by providing flexible and cost-effective access to financial capital, copyright management tools and manufacturing facilities. Within these themes, we take an in-depth look at ten key trends, bringing them to life with best-in-class examples, constructing unique user experience paths for readers to navigate them based on their level of involvement in the Maker Movement. As you click through the following pages, we hope you find inspiration and innovation that you can leverage and share.
For more information about the report visit:
http://www.psfk.com/report/makers-manual
To view the complete editorial series around this report visit:
http://iq.intel.com/
Want to Learn More About This Topic or Any Other?
Go to labs.psfk.com to learn more about accessing in-depth trend reports on industries, markets, and topics, database access, workshops, presentations and events.
The Market Research Event (TMRE) 2016 ChapStick User Experience ResearchIsobarUS
Every brand is looking to establish powerful emotional bonds with their consumers, but marketers often struggle to define that connection and activate against it. Learn how MindSight Mobile helped Pfizer uncover the emotional experience of using ChapStick “in the moment.” Most importantly, learn how those insights are can be used to transform marketing strategy, creative, and potential new omni-channel experiences that will foster stronger emotional bonds with their consumers while inspiring brand loyalty.
Wave is the world’s largest and longest running social media study. Covering 65 countries with Wave 7 it represents the views, needs and behaviors of more than a billion of the world’s most influential internet & social media users.
Please go to http://wave.umww.com for further insights where you to do your own Wave analysis about the social media topics you are interested in.
Digital Marketing Cases: presentation for BBDO Moscow Digital WordshopZigurds Zakis
Second presentation I have made in BBDO Moscow Digital Wordshop, September, 2009 - selected case studies, success stories and strategies for marketing solutions in digital age
Fallon Brainfood x VCU Brandcenter: The Engagement OpportunityAki Spicer
Aki Spicer, Fallon's Director of Digital Strategy conducted a workshop at VCU Brandcenter's Executive Training Program for account planners.
"The Engagement Opportunity" outlines the evolving role and function of strategic planning in this age of digital and social technologies and proposes a methodology for integrated creative ideation.
An overview on Google+ for brands, marketers and businesses. It includes an overview of the platform, how it works, specifics on the features, what it means for business/marketers, and a look into the future.
Tweet me at @thedancho if you'd like a copy.
The concept of work-life balance today is obsolete. This conference took a deeper look at people, projects, products, and services that we can all leverage to try to LIVE, WORK, and PLAY BETTER.
Companies are no longer the authority on their business, marketplace and brand—consumers are. That’s why listening to the online conversation to hear what consumers are saying is the new key to success for disruptive innovations, successful product launches, brand positioning and more.
Social analytics can help your organization find real-time insights and adopt a new process for delivering innovative products that closely match consumer needs and therefore gain wider acceptance much more quickly.
Key Takeaways
Listen to Malcolm and learn:
What fundamental changes organizations must make to deal with the cultural shift that has transferred power to consumers
How social listening makes possible the real-time marketing that consumers now expect
Real-world case studies about the process of using social insights to drive product development focused on clearly identified consumer needs
Il ppt del prof. Francesco Villa (unicat) mostrato durante la prima serata del politalk con il tema: Una politica attenta alle realtà sociali - 26/01/2012
The Open Creative Project là bản báo cáo và nghiên cứu của Google nêu bật các yếu tố đóng vai trò then chốt đối với sự sáng tạo của quảng cáo trong tương lai.
After several years of conducting qualitative online studies, we have prepared a brochure to tell you about the opportunities offered by the tools we use at Conecta.
Venture capitalists are clamoring to throw cash at young companies, chasing the next big thing in mobile apps and social media. Recently, jaw-dropping valuations of Facebook, Groupon and Zynga have fueled buzz about a new tech bubble, but behind those billion-dollar behemoths is a new class of groundbreaking innovators:
GetGlue: CEO Alex Iskold discusses the impact of media check-ins on TV advertising and explains why the stickiest mix of rewards includes game mechanics, social interactions and good recommendations.
Crimson Hexagon: CEO Scott Centurino talks about how machine-reading of online sentiment can help marketers move beyond last-generation “buzz” tools and learn how consumers truly feel about brands and competitors.
BlueCava: CMO Dean Harris explores the practical implications of a new digital device behavioral registry that tracks machines instead of people, providing relevant and sequential messaging for brands without compromising consumer privacy.
PlacePunch: CEO Adam Steinberg explains why brands launching their own location-based marketing programs no longer have to agonize over the choice of channels. They can simultaneously manage Foursquare, Facebook Places, and Gowalla from the same dashboard.
Figment: CEO Jacob Lewis reveals why the company’s decision to spend six months beta-testing its new social network paid off – and what they learned by visiting schools, libraries and literary organizations across the country to speak with creative teenagers.
As the internet becomes the critical hub for all business and personal communications, discover ten trends that will allow businesses and individuals to differentiate themselves and succeed online.
Jay Berkowitz, CEO, Ten Golden Rules (Twitter @JayBerkowitz)
Ideate, innovate! Co-creating with Social CustomersLithium
• Accelerate product and marketing innovation with customer-generated input.
• Engage community leaders and superfans in the ideation process.
• Develop practical, actionable steps for capturing customer feedback and feeding it in to the innovation cycle.
How to integrate content strategy and social mediaEthology
Everybody knows a strong social media presence requires relevant content for users to react to, engage with, and share. However, making this a reality is easier said than done, especially if your content strategy and social media teams aren’t working together to develop strategically calendared content and in-the-moment posts.
Moderated by Jay Baer, New York Times Best-Selling Author of YouTility, and featuring Benjie Pressman, social director at ethology, and Anna Hrach, head of content strategy at ethology, “How to Integrate Social Media and Content Strategy” will help ensure your social media and content strategy efforts work in tandem to support business objectives, engage audiences, and produce more meaningful results.
Similar to Social and Digital Strategy - Creative, evaluation and measurement. (20)
In this presentation I cover new business models currently in use around the world that challenge the typical per-hour, fee models.
Please feel free to contact me if you have any questions or suggestions via bernardocw@gmail.com
A YDreams é uma empresa fundada há 14 anos por pesquisadores na área das novas tecnologias da interação, com o objetivo de aproximar o conhecimento do mundo acadêmico com as necessidades do mercado.
Baseada em três pilares: Tecnologia, Design e Negócios, a YDreams especializou-se na criação de ambientes inteligentes, que utilizam a tecnologia para “empoderar” o mundo real.
O resultado são projetos inovadores como lojas conceito, museus interativos, exposições imersivas, comunicação participativa para marcas, expositores sensoriais, entre outros.
Novos modelos de negócios para agências híbridas é uma introdução aos novos formatos de remuneração das agências digitais e de publicidade que tem uma visão focada em resultados.
O mercado está cada vez mais alerta que há uma grande demanda por serviços de marketing e publicidade 100% focados em criar soluções eficientes, robustas e escalonáveis. A agência passa a ser um real parceiro de negócios do cliente, onde sua remuneração depende principalmente do resultado de seu trabalho de criação, design, planejamento, propaganda e mídia.
Comentários são sempre bem vindos.
br.linkedin.com/in/bernardocw
Lets keep it simple: we are a creative web design agency and we build easy-to-use, professional web sites. This production powerhouse designs and produces fantastic Joomla, Wordpress and other CMS websites for small and medium-sized businesses. We also build you effective e-commerce websites to sell your products worldwide, Flash banners, Blogs and Online communities. We are Bravo Media
http://www.bravomedia.co.uk
Social and Digital Strategy - Creative, evaluation and measurement.
1. Windows 8.1
Social Strategy
Bernardo Carvalho Wertheim
bernardocw@gmail.com
@ber_carvalho
Digital/Social Strategy
Fictional Brief: Microsoft Australia
2014
2. Contents
1. Objectives
2. Target
3. Social Activity
4. Insight
5. Strategy
6. Tactics
7. Can we offer value exchange?
8. Measurement
9. Summary
3. 3
1. Objectives
Develop conversations in
social that allow us to talk
to and showcase our USPs
to the consumer
Create a genuine
emotional brand platform to
align the Microsoft devices
and services to consumer
behaviors
(needs and wants)
Drive preference and brand
love across the ecosystem
for Microsoft products and
services and positively
impact purchase intent
4. 4
2. Target
All Australian consumers with a mobile, computer or laptop (80% of all Households*);
Australian businesses;
Australian schools; and
Australian Government Departments.
8. “The new version of Windows 8 is what you're expecting
and probably what you want.”
What is the word on the street?
“Win 8.1 Update is geared towards pleasing mouse and
keyboard users…”
“Windows Phone 8.1 Review: Gloriously Good Enough”
“I was skeptical about switching to Windows 8.1 but now
that I finally did switch, I'm glad I did”
13. Research findings
Australians most value a message when it is:
A) Tied to a real personal experience, or
B) To the experience of someone they trust and identify with.
14. Simplicity is good for business
People would pay for simpler experiences :
UKdata.GlobalBrandSimplicityIndex
2013–Siegel+Gale
16. Windows 8.1 now more than ever, integrates work and play.
This notion is backed up by:
ü Tighter OneDrive integration
ü Interface improvements
ü IE11
ü Bing-powered unified search system
ü Expanded apps functionality
ü Usability tweaks
ü Fluid interaction between products such as Xbox and Skype
What is simpler on Windows 8.1?
18. Past & Current positioning
“Do More”
“Work & Play”
“Have Fun, Get Done”
“Every Part Of Your Life”
“In Synch With The Way You Live”
19. Therefore with Windows 8.1 you now can...
People are looking for: One ecosystem, Single Login, One answer, One solution.
The message can
naturally evolve
23. Active listening: 4-step approach
LISTEN
Establish tools and processes to monitor
conversations and buzz around the brand in
social media space
LEAD
Integrate social media policy within Microsoft’s
culture and become leaders in the social media
space through advocacy, events and campaigns
SHARE
Facilitate the sharing and dissemination of PR
stories, content and digital brand assets into
social media environments
RESPOND
Develop strategies and techniques for responding
to conversations and debates in social media
24. The power of social
Social enables discovery and expands reach.
Develops a rich brand experience to participate
and share.
Amplifies and integrates with other core brand
activities.
Drives actions:
ü Creates and nurtures leads
ü Brand loyalty and advocacy
ü Trial & frequency Consideration StimuliConversion Stimuli
Brand Experience
25. Using real Microsoft Australia customers, partners, OEM’s and evangelists to
demonstrate the value of Windows 8.1 by consolidating your experience into
one.
30. A Brazilian brand “owns” #AustraliaDay by bringing people together:
enjoy the day with your friends and family on the beach & break the
Guinness Record.
#HavaianasThongChallenge
31. Unite people with the one same interest
and passion: Gaming, Cooking,
Travelling. Tell their stories on a Youtube
Series
Create OnePlace hotspots and pop-ups
where people are rewarded with
comforts: free Wi-fi, Windows devices
tasks in partnership with OEM’s.
Connect with the one person that most
deeply contributed to your life.
E.g.: Science of happiness.
XBOX championship for Halo 4 lovers:
one winner, one location. Dedicated
social event ranking and prize pool
ü Create a genuine emotional brand platform
32. “Imagine if they incorporated Xbox
Music/Movies discounts into Live
subscriptions...”
Encourage people to create a funny
reunion moment with the people they
most enjoy with a Vine competition.
A national gathering via a hashtag and
photo gallery for a cause #onespecialday
with Lumia 1020 e.g.: #nomakeupselfie
Reward people to plan, record and share
a challenge with a series of tailored
content using MS devices.
ü Develop conversations in social, showcase our USPs
ü Drive preference and brand love across the ecosystem
33. 3 Example of Platforms:
ü Event: Allow people to Mashup>Photo/Video>Infographic>Upload Digital Display.
ü App: Share your most popular Photos/Tweets/Posts in ONE video experience &
LIVE/ONLINE exhibit. E.g: Facebook LookBack 10years & Intel Museum of Me
ü Website platform: Amplify with media-supported website version, gather
and display all activity on a fluid and interactive interface.
35. 35
She keeps my schedule in order, she
knows how long it’s going to take me
to get to the airport.
Oh, and she has a great idea for
where I should go to dinner tonight.
Cortana
One-stop solution.
36. The internet of things (IoT)
This will be a world where almost everything will have a
SIM or Wi-Fi or RFID module to communicate
information to other devices and machines and provide
services.
37. Tactics X Social channels
Campaign 2Campaign 1 Campaign 3
KPIs
ü Purchase Intent
ü Shares
ü Engagement
ü Surveys
Paid Media Support
ATL/Print
Active Listening
38. What it all looks like
38
Program Calendar
May June July Aug Sept Oct Nov Dec
Campaign 1
Campaign 2
Campaign 3
Client pitch.
Budget.
Strategy.
Activation Plan.
Prelaunch surveys.
Start monitoring.
Development of
benchmarks and
Goals.
Content plan
and production.
Launch
Program.
Monitoring.
Interim surveys
and metric
analysis.
Checkpoints.
Program
Adjustments.
every 1-3
months.
Measurement.
Final survey.
Analysis.
Client pitch.
Budget.
Strategy.
Activation Plan.
Prelaunch
surveys.
Start monitoring.
Development of
benchmarks and
Goals.
Content plan
And production.
Launch
Program.
Monitoring.
Interim surveys
and metric
analysis.
Checkpoints
Program
Adjustments.
every 1-3
months.
Measurement.
Final survey.
Analysis.
Client pitch.
Budget.
Strategy.
Activation Plan.
Prelaunch.
Start monitoring.
Development of
benchmarks and
Goals.
Plan/Production.
39. Content Distribution
CHANNEL
PAID OWNED EARNED
Target Audience Distributed by… Spend Target Audience Distributed by… Target Audience Distributed by…
20-55 M/F
Newsfeed and RHS
Promoted posts and Like
ads
$10,000+
MSAU Facebook fans,
lookalikes and
competitors.
Published Image/Video
Posts, content.
Friends of followers
Organic shares
Shares of videos onto
individual’s Facebook
Cover Photo Update.
Strategic use of Tabs.
General Public
20-55 M/F Promoted Tweets
Utilise Lead Gen
innovations such as
Twitter Cards to drive data
capture for value
exchange.
$5,000+
MSAU fans, competitor
followers and
lookalikes.
Video Tweet with Youtube
embed.
Content updates.
Friends of followers
Organic shares
Shares of videos onto
individual‘s Facebook
Reskin General Public
Over 20 M/F
Online advertising around
owned and targeted
media. Pre-rolls, banners.
$10,000+
Australia Subscribers
content hub
Video content.
Friends of followers
Organic shares
Shares of videos onto
individual‘s Facebook
41. ü More exposure, influence and reach from a brand platform
ü A chance to take part in something bigger
ü Unique and compelling content for them to share
ü Access to interesting people and experiences
ü Product or service values including trials
What does the influencer get?
Adapted from Leigh George
VP social@Ogilvy
42. Leverage inspirational influencers and content
"In the future it will be less about
manufactured formats and celebrities and
more about genuine, shareable and organic
relationships between real, home-grown
talent,” The Guardian
43. ü Brand-relevant content
ü Product & service reviews
ü 3rd party advocacy
ü Insight from a community member
ü Share of voice
What does the brand get?
Adapted from Leigh George VP social@Ogilvy
45. Seven Drivers of Word
Word of Mouth Checklist
Do we have a good story?
Can people SHOW their involvement in a visible way?
Do we offer something new to talk about?
Do we let our supporters be creative?
Do we invite people to participate?
Do we offer them some value?
Do we remind people to spread the word?
Adapted from Emanuel Rosen
1
2
3
4
5
6
7
By Leigh George VP social@Ogilvy
47. Video Views
Number of Wall Posts
Number of New Fans/Likes
Reach and Positioning ActionPreference
Impressions, Share of Relevant
Voice
Attributable Leads/Sales/
Behaviors
Sentiment, Share of Positive
Voice
Survey-based Brand
Positioning
Survey-based Sales/Behaviors
Survey-based Brand
Preference
Likes Per Post
Media Uploads
(videos, photos)
Link Click-throughs
Link Shares
KPIsDiagnosticMetrics
By Leigh George VP social@Ogilvy
Approach: Measure against
business objectives
48. Approach: Measure against
business objectives
IMPACT
| Lead generation
| CRM sign up
| Click-through to retailers and consumer sites
ENGAGEMENT
| Community growth
| Content shares
| And “softer”, social metrics to determine value and relevance to audience
49. 9. Summary
ü A clear strategic platform of consolidating emotional experiences into one.
ü Brought to life using real Australians to experience Windows 8.1.
ü A suite of compelling and engaging tactics to activate the strategy.
ü A measurement approach to track and refine the programme with success.