Social and Digital Strategy - Creative, evaluation and measurement

Windows 8.1 Social Strategy

Bernardo Carvalho Wertheim bernardocw@gmail.com

@ber_carvalho

Digital/Social Strategy Fictional Brief: Microsoft Australia

2014

Contents

1.  Objectives

2.  Target

3.  Social Activity

4.  Insight

5.  Strategy

6.  Tactics

7.  Can we offer value exchange?

8.  Measurement

9.  Summary

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1. Objectives

Develop conversations in social that allow us to talk

to and showcase our USPs to the consumer

Create a genuine

emotional brand platform to align the Microsoft devices and services to consumer

behaviors (needs and wants)

Drive preference and brand love across the ecosystem for Microsoft products and

services and positively impact purchase intent

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2. Target

All Australian consumers with a mobile, computer or laptop (80% of all Households*); Australian businesses; Australian schools; and Australian Government Departments.

3. Social Activity

Oct ‘08 Mar ‘09 Oct ‘09 Mar ‘10

Current activity

Activity Snapshot

Last week

“The new version of Windows 8 is what you're expecting and probably what you want.”

What is the word on the street?

“Win 8.1 Update is geared towards pleasing mouse and keyboard users…”

“Windows Phone 8.1 Review: Gloriously Good Enough”

“I was skeptical about switching to Windows 8.1 but now that I finally did switch, I'm glad I did”

…

#SilliconValley is a hot topic of discussion at the moment: opportunity to engage.

4. Insight

Research findings

Australians most value a message when it is: A)  Tied to a real personal experience, or B)  To the experience of someone they trust and identify with.

Simplicity is good for business

People would pay for simpler experiences :

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Simplicity is good for business

Windows 8.1 now more than ever, integrates work and play. This notion is backed up by: ü  Tighter OneDrive integration ü  Interface improvements ü  IE11 ü  Bing-powered unified search system ü  Expanded apps functionality ü  Usability tweaks ü  Fluid interaction between products such as Xbox and Skype

What is simpler on Windows 8.1?

#Simplified #Integrated #Fun #Stylish

Such benefits reflect the new capabilities of our offering.

#Efficient #Productive #Personalized #Mobile

Insight It means the new Windows is now more than ever:

Past & Current positioning

“Do More”

“Work & Play”

“Have Fun, Get Done”

“Every Part Of Your Life”

“In Synch With The Way You Live”

Therefore with Windows 8.1 you now can...

People are looking for: One ecosystem, Single Login, One answer, One solution.

The message can naturally evolve

“Gather Your World into One Place”

How do we activate the insight, “Your World Into One Place”?

5. Strategy

Active listening: 4-step approach

LISTEN Establish tools and processes to monitor conversations and buzz around the brand in social media space

LEAD Integrate social media policy within Microsoft’s culture and become leaders in the social media space through advocacy, events and campaigns

SHARE Facilitate the sharing and dissemination of PR stories, content and digital brand assets into social media environments

RESPOND Develop strategies and techniques for responding to conversations and debates in social media

The power of social

Social enables discovery and expands reach. Develops a rich brand experience to participate and share. Amplifies and integrates with other core brand activities. Drives actions:

ü  Creates and nurtures leads

ü  Brand loyalty and advocacy

ü  Trial & frequency Consideration Stimuli Conversion Stimuli

Brand Experience

Using real Microsoft Australia customers, partners, OEM’s and evangelists to demonstrate the value of Windows 8.1 by consolidating your experience into one.

6. Tactics

OneYou by Microsoft

28 Ulrich Colette, Canadian, 2008 http://abcnews.go.com/blogs/headlines/2012/09/ulric-collettes-genetic-portraits/

Personal, Entertaining and Shareable

29 Ulrich Colette, Canadian, 2008 http://abcnews.go.com/blogs/headlines/2012/09/ulric-collettes-genetic-portraits/

A Brazilian brand “owns” #AustraliaDay by bringing people together: enjoy the day with your friends and family on the beach & break the Guinness Record. #HavaianasThongChallenge

Unite people with the one same interest and passion: Gaming, Cooking, Travelling. Tell their stories on a Youtube Series

Create OnePlace hotspots and pop-ups where people are rewarded with comforts: free Wi-fi, Windows devices tasks in partnership with OEM’s.

Connect with the one person that most deeply contributed to your life. E.g.: Science of happiness.

XBOX championship for Halo 4 lovers: one winner, one location. Dedicated social event ranking and prize pool

ü Create a genuine emotional brand platform

“Imagine if they incorporated Xbox Music/Movies discounts into Live subscriptions...”

Encourage people to create a funny reunion moment with the people they most enjoy with a Vine competition.

A national gathering via a hashtag and photo gallery for a cause #onespecialday with Lumia 1020 e.g.: #nomakeupselfie

Reward people to plan, record and share a challenge with a series of tailored content using MS devices.

ü Develop conversations in social, showcase our USPs

ü Drive preference and brand love across the ecosystem

3 Example of Platforms: ü  Event: Allow people to Mashup>Photo/Video>Infographic>Upload Digital Display.

ü  App: Share your most popular Photos/Tweets/Posts in ONE video experience & LIVE/ONLINE exhibit. E.g: Facebook LookBack 10years & Intel Museum of Me

ü  Website platform: Amplify with media-supported website version, gather and display all activity on a fluid and interactive interface.

Coming soon to Australia…

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She keeps my schedule in order, she knows how long it’s going to take me to get to the airport. Oh, and she has a great idea for where I should go to dinner tonight.

Cortana One-stop solution.

The internet of things (IoT) This will be a world where almost everything will have a SIM or Wi-Fi or RFID module to communicate information to other devices and machines and provide services.

Tactics X Social channels

Campaign 2 Campaign 1 Campaign 3

KPIs ü Purchase Intent ü Shares ü Engagement ü Surveys

Paid Media Support

ATL/Print

Active Listening

What it all looks like

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Program Calendar

May June July Aug Sept Oct Nov Dec

Campaign 1

Campaign 2

Campaign 3

Client pitch. Budget. Strategy.

Activation Plan. Prelaunch surveys. Start monitoring.

Development of benchmarks and Goals. Content plan and production.

Launch Program. Monitoring. Interim surveys and metric analysis.

Checkpoints. Program Adjustments. every 1-3 months.

Measurement. Final survey. Analysis.

Client pitch. Budget. Strategy. Activation Plan. Prelaunch surveys. Start monitoring.

Development of benchmarks and Goals. Content plan And production.

Launch Program. Monitoring. Interim surveys and metric analysis.

CheckpointsProgram Adjustments. every 1-3 months.

Measurement. Final survey. Analysis.

Client pitch. Budget. Strategy. Activation Plan. Prelaunch. Start monitoring.

Development of benchmarks and Goals. Plan/Production.

Content Distribution

CHANNEL PAID OWNED EARNED

Target Audience Distributed by… Spend Target Audience Distributed by… Target Audience Distributed by…

20-55 M/F Newsfeed and RHS

Promoted posts and Like ads

$10,000+

MSAU Facebook fans,

lookalikes and competitors.

Published Image/Video Posts, content. Friends of followers

Organic shares

Shares of videos onto individual’s Facebook

Cover Photo Update. Strategic use of Tabs. General Public

20-55 M/F Promoted Tweets Utilise Lead Gen

innovations such as Twitter Cards to drive data

capture for value exchange.

$5,000+ MSAU fans, competitor

followers and lookalikes.

Video Tweet with Youtube embed.

Content updates. Friends of followers

Organic shares

Shares of videos onto individual‘s Facebook

Reskin General Public

Over 20 M/F Online advertising around

owned and targeted media. Pre-rolls, banners.

$10,000+ Australia Subscribers

content hub

Video content.

Friends of followers Organic shares

Shares of videos onto individual‘s Facebook

7. Can we offer value exchange?

ü  More exposure, influence and reach from a brand platform

ü  A chance to take part in something bigger

ü  Unique and compelling content for them to share

ü  Access to interesting people and experiences

ü  Product or service values including trials

What does the influencer get?

Adapted from Leigh George VP social@Ogilvy

Leverage inspirational influencers and content

"In the future it will be less about manufactured formats and celebrities and

more about genuine, shareable and organic relationships between real, home-grown

talent,” The Guardian

ü  Brand-relevant content

ü  Product & service reviews

ü  3rd party advocacy

ü  Insight from a community member

ü  Share of voice

What does the brand get?

Adapted from Leigh George VP social@Ogilvy

Generate smart opportunities for ambassadors to showcase our brand

Ambassadors

Seven Drivers of Word Word of Mouth Checklist

Do we have a good story?

Can people SHOW their involvement in a visible way?

Do we offer something new to talk about?

Do we let our supporters be creative?

Do we invite people to participate?

Do we offer them some value?

Do we remind people to spread the word?

Adapted from Emanuel Rosen

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By Leigh George VP social@Ogilvy

9. Measurement

Video Views

Number of Wall Posts

Number of New Fans/Likes

Reach and Positioning Action Preference

Impressions, Share of Relevant Voice

Attributable Leads/Sales/Behaviors

Sentiment, Share of Positive Voice

Survey-based Brand Positioning Survey-based Sales/Behaviors Survey-based Brand

Preference

Likes Per Post

Media Uploads (videos, photos)

Link Click-throughs

Link Shares

KP

Is D

iagn

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Met

rics

By Leigh George VP social@Ogilvy

Approach: Measure against business objectives

Approach: Measure against business objectives

IMPACT

|  Lead generation

|  CRM sign up

|  Click-through to retailers and consumer sites

ENGAGEMENT

|  Community growth

|  Content shares

|  And “softer”, social metrics to determine value and relevance to audience

9. Summary

ü  A clear strategic platform of consolidating emotional experiences into one.

ü  Brought to life using real Australians to experience Windows 8.1.

ü  A suite of compelling and engaging tactics to activate the strategy.

ü  A measurement approach to track and refine the programme with success.

Thank you :]

Bernardo Carvalho Wertheim bernardocw@gmail.com

@ber_carvalho