Igniting & Managing Social Buzz at Igniting & Managing Social Buzz at MIX09MIX09

Know your audienceKnow your audience

Fuel. Extend. Engage.Fuel. Extend. Engage.

Campaign Strategy

Fuel: Red Shirt Campaign

Ingredients:•Element of surprise•Cast of characters•Conflict

Vehicles:•Viral video – Microsoft Channel 9•Campaign button – social media•Red shirts – on-site

Intent:•Extend conversations online•Platform for open dialog, feedback

Structure:•Questions submitted via Twitter: #AsktheGu•Moderated by community influencer •Live video streamed across MIX09 website

Extend: #AsktheGu Twitter Q&A

Engage: Blogger SWAT

……at the moment of at the moment of conversation.conversation.

Bring the Bring the expertexpert to the audience… to the audience…

MIX09MIX09 Social Media Results

Channel 9 videos250,000 unique views

Coverage of MIX09 social mediaWSJ: Microsoft Exec: Red Polos, To Us, Are Like Turtlenecks to Steve JobsZDNET: State of the Art Microsoft Conference Experience - Online...CreativePro: Can’t Make Mix? Follow Online

#AsktheGu 200 questions submitted

#AsktheGu Q&A Live Stream5,000 unique views

Bring Back the Red Shirt225 petition signatures

Blogger SWAT70+ updates by @windowsazure

Keynote Live Streams40,000 unique views

#MIX0923,700 tweets

Q&AQ&A