microsoft: defining the metrics: what is social and digital's roi? (social matters hk 2014)

Social Media?

“I have a natural ability to find bad news. If it’s out there, I want to know about it. An effective manager

wants to hear about what’s going wrong before he or she hears about what’s going right. You can’t react

appropriately to disappointing news if it doesn’t

reach you soon enough”

Bill Gates: Business At The Speed Of Thought

Source: Social Intelligence Platform

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O365 Launch FY13 Q3 earnings

Xbox One announce

E3 Company re-org announce

FY13 Q4 earnings

Steve Ballmer announcement

Nokia announce Surface 2 reveal Windows 8.1 RTM

Surface 2 release, new iPad, FXS post, FY14 Q1 earnings

PS4 release

Xbox One release

FY14 Q2 earnings

Satya Nadella appointed CEO

Office for iPad Release

Build 2014

Inaction?

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2014

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Negative Neutral Positive

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Business

Goals

Win Customers

Improve Customer

Satisfaction

Grow Revenues

Reduce

Risk/Costs

Marketing Investment

Optimizing Opportunities

Digital

Transformation

Building Communities

and Relationships

Generating Leads

Creating Awareness and

Changing Perceptions

Driving Deployment,

Activation and Usage

1.  Market Intelligence 2.  Social Listening 3.  Database 4.  GMP, DMO, Profiling

1.  Increasing overall and functional awareness of our products and services 2.  Changing affinity towards, propensity to purchase Microsoft products

1.  Driving activation of Microsoft licenses 2.  Managing installation, usage and ease of maintenance for the installed base for

improved usage

1.  Broadening communities with Developers and IT Pros to creative positive network effects

2.  Deepening relationships with key decision makers to ensure consideration and preference at the time of sale

3.  Preventing customer defection with timed relationship marketing

1.  Driving demand for products and solutions through the generation of prospects for Sales follow up

2.  Identifying and engaging with prospects for qualification into Sales opportunities and ultimately win revenue

3.  Cultivating marketing prospects and/or non-responders until they are ready to begin the buying cycle

1.  Increasing the opportunity revenue value 2.  Increasing the opportunity velocity 3.  Increasing stage-to-stage conversion rates and ultimate win rate

Marketing

Goals Marketing Strategies

Top-Line Results •  150k page views and over 800k retweets in first

48 hrs •  Over 50% of viewers stayed on site for 5 minute

+ •  10% of viewers stayed on site for >1 hour •  Trending In main stream media

•  40 separate articles •  Inc. Gizmodo, The Verge, The Next Web, Neowin

•  storytelling

Real Pay-Off

Globalisation

The Personal Cloud Mobile everywhere

Social Growth

Con Natural Interaction

New Hybrid Form Factors/Devices Web as living room/

entertainment

Technology impacting Communications

Ubiquitous Connectivity

Transactional Marketing

Relationship Marketing

Collaborative Marketing

View of value Value is associated with a company’s offering. Maximize value in exchanges

Value is associated with customer relationships. Maximize lifetime value of relationships

Value is associated with experiences. Maximize value of co-created experiences

View of market

Place where value is exchanged between customers and the firm. Market is separate from the value creation process

Market as a forum where value is co-created through interaction and dialogue

Role of customer Passive buyers to be targeted with offerings

Portfolio of relationships to be cultivated

Prosumers – active participants in value co-creation

Role of firm Define and create value for consumers

Attract, develop, and retain profitable customers

Engage customers in defining and co-creating unique value

Nature of Customer Interaction

Survey customers to elicit needs and solicit feedback

Observe customers and learn adaptively about customers

Active dialogue with customers and communities

Source: Mohan Sawhney, Kellogg School of Management

Andrew Pickup Senior Director Corporate Communications Microsoft Asia Pacific ! +65 91709305 * [email protected] andrewpickup