Windows 7 social media case study
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1) Microsoft saw an opportunity to engage customers through social media as Windows Vista lost popularity and customer connection. They launched Windows Live Clubhouse and a social media presence to evangelize Windows and build brand trust through transparent customer conversations. 2) For the Windows 7 launch, Microsoft leveraged their large partner network and beta tester base to make Windows 7 the focus and let the product speak for itself while traditional marketing drove awareness. 3) Over 16 months, Microsoft's social media efforts for Windows 7 generated over 200 million brand impressions in the first two weeks and doubled Facebook fans, positioning Windows as the #1 YouTube sponsor and #3 on Twitter during launch week.
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Windows 7 social media case study
- 1. Social Media Marty Collins Director, Emerging Media Microsoft
- 2. July 2007 How it all began: Customer problem: WL churn Vista was in the market – Windows had lost the connection to the customer Low cost compared to Media spend
- 3. Clubhouse 3 “What if customers showed other customers the cool things they could do with Windows Live – and Microsoft enabled the conversation”
- 4. Enter Windows 4 April 2008 Mission 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.
- 5. Started small Audited online communities Built Clubhouse Strategic growth: one network at a time Listen as much as we talk Committed resources 24/7 Principals
- 7. Leverage the huge partner network of Windows.
- 8. Make Windows 7 the hero.
- 10. September ‘08 1500posts a week
- 11. January ‘09 +3,000posts a week
- 13. Windows 7 Consumer Launch Blogs
- 15. #1 sponsored channel on YouTube for three daysDoubled the fans on the Windows Facebook page In the first two weeks, the Hub had over 300K visits, 50% from Facebook.
- 16. Where Windows is today 11 320+K fans PCMag.com/Windows_7 9th most viewed Chanel 13 Millions Impressions a month 71K followers Windows.com/Windows7
- 19. Trends for 2010 Earned and Paid media will collide Mobility will evolve digital advertising. Location based networks provide rich customer data Social media will not be a standalone asset but rather will integrate into main stream digital marketing Video advertising for web only will increase. Social CRM will be required for Enterprise companies
Editor's Notes
- 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