Social Media

Marty CollinsDirector, Emerging MediaMicrosoft

How it all began:

1. Customer problem: WL churn2. Vista was in the market – Windows had

lost the connection to the customer3. Low cost compared to Media spend

July 2007

3

Clubhouse

“What if customers showed other customers the cool things they could do with Windows Live – and Microsoft enabled the conversation”

4

Enter Windows

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.

Mission

April 2008

1. Started small1. Audited online communities2. Built Clubhouse

2. Strategic growth: one network at a time3. Listen as much as we talk4. Committed resources 24/7

Principals

The social media opportunity for the launch

• Engage a base of three million beta testers. • Leverage the huge partner network of Windows. • Make Windows 7 the hero. • Let the product speak for itself while traditional marketing

efforts drove awareness.

The Groundswell

• July ‘08 300-400 posts a week

• September ‘08 1500 posts a week

• January ‘09 +3,000 posts a week

• October ‘09 +16,000 posts a week

www.windows.com/social

SocialMediaHUB

Bringing a solution together:

Windows 7 Consumer Launch

Social Media Hub

PR

House Parties

Offers

Blogs

The results

200 million brand impressions in the first two weeks of Windows7 launch with an estimated CPM of $0.02

Over 16 months, social media garnered the Windows7 launch:

A CTR of over 2.5% to Windows.com

During the first week of Windows7 launch, it was:• 3rd on Twitter for two days• #1 sponsored channel on YouTube for three days

Doubled the fans on the Windows Facebook pageIn the first two weeks, the Hub had over 300K visits, 50% from Facebook.

11

Where Windows is today

PCMag.com/Windows_7

Windows.com/Windows7

320+K fans

9th most viewed Chanel

71K followers

13 Millions Impressions a month

12

Building an ongoing Business

1. Focus programs on long term community/CRM2. Add value to our existing community3. Amplify existing efforts –don’t recreate the wheel4. Cost efficient

• ROI• Cost per fan ($0.23 - $7+)

Lessons learned: role of the BG

BG

PR

Advertising

Customer Support

Product feedback

Sales leads

Messaging

Social CRM

IRM – Influence R’ship Marketing

Media investment

Customer Service

Future releases

Test and Iterate

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