Microsoft created a single, integrated community site for customer support that combined help content, question/answer forums, and support. This new approach improved the customer experience by consolidating disparate support entry points. The community saw increased engagement as measured by page views, answer rates, and questions answered. It also proved to be a more cost-effective support model than traditional options. Lessons learned included understanding how the new community approach would work and change support operations.

1. The New Era of Support: A Microsoft Case Study

2. Introducing and Social M a r k e t i n g M E T R I X © Copyright 2007-2009. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)

3. Agenda Introductions Partnership overview Understanding the power of community and how to harness it Driving Real Results: Showcasing Microsoft Live’s use of community (Case Study) Q&A with Sue Sonday, Microsoft Community Strategist Call to action: How to get started 3

4. Sue Sonday Introduction Serves as the senior product manager for Office Live Small Business (OLSB) and Office Live Workspace (OLW) online communities. Pioneered the development of a new community paradigm for Office Live that combined help content, user-generated question/answer, and support, into a single, integrated customer experience.

5. A New Era of Support: A Microsoft Case Study 5

6. Begin With the End in Mind Our business objectives for community: 6

8. Each link led to a completely different design (look/feel/branding)7

9. A Single, Integrated Site for Community, Content and Support

10. Site Features Helped to Drive Community Engagement The Q&A Section of the Forum allows members to ask and answer questions The Discussion Section of the Forum allows the community council to interact and collaborate

11. Site Features Helped to Drive Community Engagement

12. Advocate Activation Helped to Build a Robust Community Leveraged the power of peer-to-peer support and user-generated content Identified and activated customer fan base as key component of this peer-to-peer initiative Support Agents Augmented the fan base with support agents who were redeployed to the community from traditional support functions (phone and email support) Community

13. Our Community Operating Model:It Takes a Village

14. Page Views Increased Substantially Over the Prior Support Experience 77% 359% OL Workspace OL Small Business

15. Answer Rates for Both Communities are More than 60% 9,268 Questions Have Been Answered in the Communities Since the Launch 2/24/09 to 6/24/09

16. Community is Less Expensive and More Scalable Than Traditional Support Support Costs per Minute

17. Business Challenges/Lessons Learned

18. Understanding the Process and How it Will Work Social Marketing Disciplines: Summary Share Referral & Pass Along Sales Volume Sales Velocity Product (Re)launch Issue Management Engagement Advocacy Customer Experience Awareness Insights Innovation Community Marketing M H H H H H H H H H Viral Marketing H L L L M L H H L L Buzz Marketing H L L L L L H M L L Grassroots/ Netroots Marketing L M L L H H L H L L Digital Footprint M H M H H H M H M L Product Seeding H M L L L L H M H M Influencer Marketing M L M L H M L L L L Conversation Insights L H H H H L H L L L Social Networking M H M L M M M H L L

19. Taking a Community Approach Branded Community Consists of Three Pillars Feedback Advocacy Support Drivesinnovation, product quality & financials Drivesmarketing effectiveness Improvescustomer experience, reduces cost of support High performing communities incorporate one or more of these pillars

20. Achieving Business Results Through Community Three Most Common Metrics By Pillar and Health and Performance:

21. Unlock the Untapped Potential Typical workgroup Breadth of insight Potentially valuable insights Insights from known individuals Breadth of community 11/17/2009 Telligent Confidential 20

23. Yellow – “in transition” state

24. Green– “optimal performance” stateTracks and measures community membership levels, recruitment, and long- term engagement activities Social marketing metrics focused on community and brand awareness Social Marketing Dashboard Community Performance Index™ Brand conversation share, sentiment, reach and influence metrics report Detailed scorecard that integrates all metrics at a highly granular level

27. Sample ComBlu Community Performance Index™ The ComBlu Community Performance Index™, its indices and function is Patent Pending. Copyright 2008-2009, Communications Blueprints, L.L.C. All Rights Reserved.

28. Sample ComBlu Social Marketing Dashboard

29. Questions ?

30. Contact George Dearing Corporate Evangelist/SalesConsultant, Telligent http://www.telligent.com GDearing@telligent.com Steve Hershberger Principal, ComBlu www.comblu.com sthersh@comblu.com 312-649-1687

31. ©2009 Telligent Systems, Inc. All rights reserved. Telligent and its symbol are registered trademarks or trademarks of Telligent Systems, Inc. Other company and product names mentioned herein are property of their respective owners. The contents of this publication are subject to change without notification and are the property of and cannot be reproduced without the written permission of Telligent . The contents of this publication are not a commitment by Telligent to provide the features and benefits described. © Copyright 2007-2009. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu) 27