From Community to Kinship:Online Communities that Drive BusinessKatrina Klier @KatrinaKlierWorldwide Digital Engagement, OEMMicrosoft

How marketing used to be…

But customers wanted more…

Community: the same, but different

InteractiveChoice Authentic

Moving from community to kinship

 

• ~180K partners – geographically dispersed

• Partner satisfaction – 64% less than satisfied

• Partners’ Perception – Microsoft didn’t care enough

• 62% wanted better support & information from Microsoft

• Partner feedback showed they felt like an after-thought

• Minimal proactive communication

Where we were…

Bringing digital to the center…

 

• Moved from purely localization to personalization

• 15 point lift in satisfaction in the first year

• 17 point lift in satisfaction in the second year

• 4X traffic increase to “home base”

• 54% Y/Y growth in social media engagement

• Growing community interactions beyond just traffic

Now… Kinship through digital

 

• Kinship is a strategy not a campaign

• Fundamentals are your friend

• Be a good dance partner and let your audience lead

• Kinship means showing up when things are pleasant as well as when they are not

• You’re never really done, so make sure to celebrate milestones along the way

Lessons Learned…

Thank You!!!

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