BlogWell New York Social Media Case Study: Microsoft, presented by Nestor Portillo


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BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.

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In his BlogWell New York case study presentation, "Listening in the Social Media Era," Worldwide Director of Microsoft Community Support Services Nestor Portillo describes how you can capture the voice of your customers and incorporate it into your product or service by engaging influences and using social media analytical tools. Companies like Microsoft are using the voice of the customer to innovate products and services, identify broad and high impact problems, and deflect support costs by proactively posting relevant, easy-to-discover content.

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at

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BlogWell New York Social Media Case Study: Microsoft, presented by Nestor Portillo

  1. 1. How Big Companies Use Social Media New York City | April 29, 2009 Nestor Portillo Microsoft “Listening in the Social Media Era”
  2. 2. Listening in the Social Media Era Nestor J. Portillo Director, Community & Online Support Microsoft Corporation
  3. 3. Operating Environment Hundreds of Community Environment products (HW & SW) Diverse set of usage Thousands owned scenarios newsgroups Social Media Environment Direct presence in Thousands owned forums 5,000+ hosted blogs 80+ countries 10+ major audience Twitter 70+ languages websites Facebook 1+ Billion PCs In Use Worldwide and Thousands fully Tagging estimated of 2 Billion profiled influencers Social reputation Units by 2014 (*) Diverse set of programs (e.g.: MVP, partners worldwide RD, Insider, etc) (*) Source Gartner Group ( )
  4. 4. Video Transparency Blogs Folksonomies Podcasts The Long Tail Newsgroups Avatars Social Sites Co-creation Forums Outside in Innovation Wikis Mash-ups
  5. 5. Process Tools People
  6. 6. Microsoft Properties Bugs / Feedback Product Group Database Triage WEB Social Media Sentiment Audience Tone Analysis or PR Influence Who Influencer Community Where Analysis ID Process Inventory Non Microsoft Properties
  7. 7. X MM Developers Identify Reach Z MM Consumers Y MM IT Pros
  8. 8. Influencer Program (MVP) VOTC & Community Pulse Web / Social Media Pre Post Release Release Release Opportunity Mgmt Corp/PG/Subs Product lifecycle Relationship Mgmt MVPs / Field & PGs Influencer ID Nominees/Candidates Community ID MS & other Communities Identify and motivate influencer’s engagement
  9. 9. Ensure Customer need is met & controlled Resolve issues and deliver desired outcomes Sustainable & Issues and problems, Measurable Results reactively and proactively Linked to the Scorecard Identify the required actions from voice of the customer Determine Customer Need
  10. 10. Customer
  11. 11. “Jesper is certainly earning his Microsoft Most Valuable Professional award this year. In a frequently updated blog post, he has been offering invaluable information for people having problems with Windows XP Service Pack 3.”
  12. 12. Q&A
  13. 13. © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  14. 14. How Big Companies Use Social Media Learn more about upcoming and past BlogWells: or