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How does microsoft use social media, and how does it embed it in it's products. Innovation and social (Mohammed Zayed) #AmmanTT Social Media Edition
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Amman Tech Tuesdays – June 1st event
A Unique opportunity to look at how Microsoft uses Social Media
Mohammed ZayedAccount Technology [email protected]/mzayedTwitter.com/mzayed
Social Media High-Level Guidance
WHEN SHOULD WE USE IT? ROMI Objectives *
Channel Awareness/ Perception
Deployment & Usage. Providing Support
Building Community
& Relationships
Generating Demand
Recruiting and
Readying Partners
Blogs High Med High Med Med Microblogs High High High Med Med Online Forums & Comments
High High High Med Med
Social Networking Sites
High Med High High Med
Media Sharing Med Low Med Med High Wiki/Collaboration Software
Med Med Low Low Low
Social Bookmarking
Low Med Low Low Low
Virtual World Low Low Low Low Low Social Widgets Med Low Med Low Low
SOCIAL MEDIA=DIGITAL WOM
Top Marcom Touchpoints1. Product Websites2. Display Ads
Top WOM Touchpoints 1. Observe someone using2. Peer/Family Reco3. Formal Expert Reco
CREATING A SOCIAL MEDIA STRATEGY
TURN INSIGHT INTO ENGAGEMENT
ENGAGEMENT
Amman Tech Tuesdays – June 1st event
Innovating with Social Media
SOCIAL PRODUCTIVITY: DOCS.com
Create & share docs with the people you care about most, in Facebook!
Amman Tech Tuesdays – June 1st event
Bing Social– Bing Twitter– Bing Facebook
Bing Maps– Bing Twitter Maps– Bing Facebook Maps
SOCIAL SEARCH: BING + FUSE Labs
Amman Tech Tuesdays – June 1st event
Photosynth.net
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Proof of ConceptSocial Desktop
Amman Tech Tuesdays – June 1st event
EXECUTIVES ON TWITTER
ENHANCE CUSTOMER SUPPORT
My Friends
My Friends Comments and Questions
Messenger Connect for friend-to-friend support
Forumswith
ASP.NET
LookingGlass to respond quickly
DEMOCRATIZE INFORMATION
Expertise recognition
Org browsing & recent content
People searchSearch is
social
“Buzz”
Colleague news
Social news feed
BUILD COMMUNITIES & TIME-SHIFT COLLABORATION
+ Sharepoint-hosted blogs and wikis
Podcasting via Sharepoint
AGGREGATE CONSUMER CONVERSATIONS
Need to show the task/workflow/process working hereMaybe LookingGlass: Listen/Participate/Analyze?
THE SOCIAL MEDIA PHENOMENONOpportunities• In The Enterprise
– Communities within the enterprise– Closer connection with customers
• With Consumers– 277% YoY increase in the amount of time
spent on social networking sites in the U.S. Nielsen 2010 Media Industry Face Sheet, 2010
– 65% of US consumers have had a digital experience change their opinion about a brand: The 2009 Razorfish Digital Brand Experience Report
– 97% of them report that experience influencing whether or not they purchased a product or service from that brand
Trends & Predictions• Earned and paid media will
collide• Mobility will evolve digital
advertising• Social media will integrate into
main stream digital marketing• Video advertising for the web will
increase• Social CRM will be required for
Enterprise companies
Confusing reports:• “Facebook is the largest sharing service
at 24% and e-mail at 11%” – AddToAny sharing and subscription service
• “Facebook is not the biggest driver of social sharing on the Web! (Its e-mail at 70%)” – Tynt, who track sharing via 200 million users
Consumer motivations vary by market: (Global Web Index, October 2009)• France: "Stay in touch with friends"• Spain: "Stay up to date on
news/events"• UK: "Research/find products to buy"
When & How Much To Invest• “Measuring ROI and making a business
case for investments are the two biggest hurdles when managing social media campaigns” – Econsultancy, 2010
• “Businesses are making the bet on paid and earned media, but a digital infrastructure is desperately needed to manage it” – 2010 Digital marketing Outlook by the Society of Digital Agencies
• Cautious Suggestion: Unleash social computing internally to ensure employees understand concepts before they represent your brand on the web
FROM STRATEGY TO REALITY: APPLYING SOCIAL MEDIA
• As a marketer: Integration and measurement of online and traditional media
• Within the enterprise: Integration, collaboration, networking, and innovation amongst communities
• For web sites: Integration into campaign and brand sites
• ?Government (either as a government, or working with one)
FORRESTER RESEARCH: OBJECTIVES FOR INTERNAL & EXTERNAL COMMUNITIES
Forrester Research, March 2010: The CIO’s Guide to Social Computing Leadership
START WITH TWO SIMPLE CONCEPTSSocial for the marketer
1. Democratize information2. Build communities & time-shift
collaboration3. Aggregate consumer
conversations4. Enhance customer support5. Develop customer insight
Social for the enterprise1. Ignite your social media efforts2. Leverage your social media
audience3. Integrate social in your own site4. Reuse appropriate social media5. Measure, listen and improve
IGNITE YOUR SOCIAL MEDIA EFFORTS
SOCIAL INTELLIGENCE
Turning social media data into actionable marketing and business strategy
“To get the most from the social media data they collect, marketers must develop a broader strategy internally … [and] integrate social data with their existing customer data, and share the data across the organization to ensure that all teams benefit from the insights.” Defining Social Intelligence” – Forrester, march 2010
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