blogwell new york social media case study: microsoft, presented by nestor portillo
DESCRIPTION
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. To learn more about BlogWell, visit http://gaspedal.com/blogwell/ 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 http://gaspedal.com/blogwellTRANSCRIPT
How Big Companies Use Social Media
Nestor PortilloMicrosoft
New York City | April 29, 2009
“Listening in the Social Media Era”
Listening in the Social Media Era
Nestor J. [email protected], Community & Online SupportMicrosoft Corporation
Hundreds of products (HW & SW)
Diverse set of usage scenarios
Direct presence in 80+ countries
70+ languages
1+ Billion PCs In Use Worldwide and estimated of 2 Billion Units by 2014 (*)
Thousands owned newsgroups
Thousands owned forums
10+ major audience websites
Thousands fully profiled influencers
Diverse set of partners worldwide
5,000+ hosted blogs
Tagging
Social reputation programs (e.g.: MVP, RD, Insider, etc)
Operating Environment
Community Environment
Social Media Environment
(*) Source Gartner Group (http://www.gartner.com/it/page.jsp?id=703807 )
Forums
Blogs
Newsgroups
Video
Podcasts
Social Sites
Wikis
The Long Tail
Co-creation
Mash-ups
Transparency
Folksonomies
Avatars
Outside in
Innovation
Tools
People
Process
Product Group
WEB
CommunityInventory
Microsoft Properties
Non Microsoft Properties
Social Media
Bugs / Feedback
InfluenceAnalysisWhere
Triage
Database
SentimentAnalysisTone
Audience or PR
InfluencerID Process
Who
Reach
X MMDevelopers
Y MMIT Pros
Identify
Z MMConsumers
Influencer Program (MVP)
VOTC & Community Pulse Web / Social Media
Opportunity Mgmt Corp/PG/Subs
Relationship Mgmt MVPs / Field & PGs
Nominees/CandidatesInfluencer ID
MS & other CommunitiesCommunity ID
Identify and motivate influencer’s
engagement
Pre
Release ReleasePost
Release
Product lifecycle
Identify the required actions
from voice of the customer
Issues and problems,
reactively and proactively
Resolve issues and deliver
desired outcomes
Sustainable &
Measurable Results
Linked to the Scorecard
Determine Customer Need
Ensure Customer need
is met & controlled
Customer
“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.”
Q & A
© 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.
How Big Companies Use Social Media
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