AmmanTT - Innovation and social (Mohammed Zayed)
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The document discusses Microsoft's approach to utilizing social media for engagement and brand presence, highlighting the importance of integrating social strategies into marketing. It cites statistics and trends on consumer behavior towards social media platforms and emphasizes the necessity for businesses to measure ROI and create a solid digital infrastructure. Additionally, it advocates for the internal adoption of social computing to empower employees in representing the brand online.
AmmanTT - Innovation and social (Mohammed Zayed)
- 1. A Unique opportunity to look at how Microsoft uses Social MediaMohammed ZayedAccount Technology Strategistmzayed@microsoft.comFacebook.com/mzayedTwitter.com/mzayed
- 2. Social Media High-Level Guidance
- 3. When Should We Use It?
- 4. Social Media=Digital WOMTop WOM Touchpoints Observe someone usingPeer/Family RecoFormal Expert RecoTop Marcom TouchpointsProduct WebsitesDisplay Ads
- 5. Creating a Social Media Strategy
- 6. Turn Insight into Engagement
- 7. Engagement
- 8. Innovating with Social Media
- 9. SOCIAL PRODUCTIVITY: DOCS.comCreate & share docs with the people you care about most, in Facebook!Amman Tech Tuesdays – June 1st event
- 10. SOCIAL SEARCH: BING + FUSE LabsBing SocialBing TwitterBing FacebookBing MapsBing Twitter MapsBing Facebook MapsAmman Tech Tuesdays – June 1st event
- 11. Photosynth.netAmman Tech Tuesdays – June 1st event
- 12. Proof of ConceptSocial DesktopAmman Tech Tuesdays – June 1st event
- 14. Enhance customer supportForumswithASP.NETMy FriendsMy Friends Comments and QuestionsMessenger Connect for friend-to-friend supportLookingGlass to respond quickly
- 15. Democratize informationSearch is socialSocial news feed“Buzz”Colleague newsOrg browsing & recent contentExpertise recognitionPeople search
- 16. Build communities & time-shift collaborationPodcasting via Sharepoint+ Sharepoint-hosted blogs and wikis
- 17. Aggregate consumer conversationsNeed to show the task/workflow/process working hereMaybe LookingGlass: Listen/Participate/Analyze?
- 18. The Social Media PhenomenonOpportunitiesIn The EnterpriseCommunities within the enterpriseCloser connection with customersWith Consumers277%YoY increase in the amount of time spent on social networking sites in the U.S. Nielsen 2010 Media Industry Face Sheet, 201065% of US consumers have had a digital experience change their opinion about a brand: The 2009 Razorfish Digital Brand Experience Report97% of them report that experience influencing whether or not they purchased a product or service from that brandTrends & PredictionsEarned and paid media will collideMobility will evolve digital advertisingSocial media will integrate into main stream digital marketingVideo advertising for the web will increaseSocial CRM will be required for Enterprise companies
- 19. Confusing reports:“Facebook is the largest sharing service at 24% and e-mail at 11%” – AddToAny sharing and subscription service
- 20. “Facebook is not the biggest driver of social sharing on the Web! (Its e-mail at 70%)” – Tynt, who track sharing via 200 million usersConsumer motivations vary by market: (Global Web Index, October 2009)France: "Stay in touch with friends"Spain: "Stay up to date on news/events"UK: "Research/find products to buy"
- 21. When & How Much To Invest“Measuring ROI and making a business case for investments are the two biggest hurdles when managing social media campaigns” – Econsultancy, 2010
- 22. “Businesses are making the bet on paid and earned media, but a digital infrastructure is desperately needed to manage it” – 2010 Digital marketing Outlook by the Society of Digital Agencies
- 23. Cautious Suggestion: Unleash social computing internally to ensure employees understand concepts before they represent your brand on the webFrom Strategy to Reality: Applying Social MediaAs a marketer: Integration and measurement of online and traditional mediaWithin the enterprise: Integration, collaboration, networking, and innovation amongst communitiesFor web sites: Integration into campaign and brand sites?Government (either as a government, or working with one)
- 24. Forrester Research: Objectives for Internal & External CommunitiesForrester Research, March 2010: The CIO’s Guide to Social Computing Leadership
- 25. Start with two simple conceptsSocial for the marketerSocial for the enterpriseDemocratize informationBuild communities & time-shift collaborationAggregate consumer conversationsEnhance customer supportDevelop customer insightIgnite your social media effortsLeverage your social media audienceIntegrate social in your own siteReuse appropriate social mediaMeasure, listen and improve
- 26. Ignite your social media efforts
- 27. Social IntelligenceTurning social media data into actionable marketing and business strategy “To get the most from the social media data they collect, marketers must develop a broader strategy internally … [and] integrate social data with their existing customer data, and share the data across the organization to ensure that all teams benefit from the insights.” Defining Social Intelligence” – Forrester, march 2010
- 28. شكرًاAmmanTT