Microsoft: Defining the metrics: What is social and digital's ROI? (Social Matters HK 2014)
Post on 02-Jul-2015
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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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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 * andrewpi@microsoft.com andrewpickup
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