Jackie Ostlie is a social media and blog strategist at Microsoft, overseeing the social and blog strategy across Cloud Marketing industries. She is a pro when it comes to leading with strategy and driving executional excellence. Jackie uses data to land successful, customer-centric demand-gen campaigns, inform hashtag strategy, and has built a creative program around the idea that data and creative are equally important. Her growth strategies resulted in the most successful organic demand generation campaign, driving over 170% increase in clicks and over 225% increase in engagement YOY. @jackieostlie
Kavita Makdani is a senior social media and blog strategist at Microsoft and leads ecosystem and community engagement strategy for their Cloud marketing business. Currently, Kavita oversees a complex ecosystem of 76 social channels with 9.6 million fans, supporting over 170 products and services. Her scope includes editorial programming, social care, and launching award-winning fan marketing campaigns like #FuelMyAwesome and #AzureTrivia. @kavitamakdani
• 8 Social and blog strategists and makers • 44 vendors • 76 Social handles • 19 blogs • 24/7 operations • 36,000 social posts per year • 200 blog posts per month AUDIENCES TOPICS INDUSTRIES EVENTS PRODUCTS
MICROSOFT CLOUD FINANCIAL SERVICES MICROSOFT IGNITE MICROSOFT AZURE POWERAPPS VISUAL STUDIO SOCIAL SOCIAL SOCIAL SOCIAL SOCIAL SOCIAL BUSINESS LEADERS • Twitter • Twitter • Twitter • @Azure • PowerApps • Visual Studio Microsoft In Business • Facebook BLOG • Facebook • Facebook • YouTube • Facebook Facebook • LinkedIn • Financial Services: • YouTube • YouTube • LinkedIn Microsoft in Business Blog • YouTube BLOG BLOG BLOG • YouTube BLOG GOVERNMENT • Cloud Perspectives • Microsoft Azure Blog • Power Apps Blog BLOG • Microsoft Cloud SOCIAL • Microsoft Azure Blog • Visual Studio Blog Perspectives • Twitter MICROSOFT DYNAMICS 365 MICROSOFT APP SOURCE • Facebook MICROSOFT ENVISION SOCIAL SOCIAL WINDOWS SERVER DEVELOPERS MICROSOFT IOT • LinkedIn SOCIAL • @MSFTDynamics365 – • AppSource SOCIAL • • • Windows Server Microsoft Developer SOCIAL BLOG Twitter Facebook YouTube • • • • • Facebook Facebook Twitter Government Facebook LinkedIn • • LinkedIn YouTube YouTube BLOG BLOG HEALTH BLOG BLOG • AppSource Blog BLOG • Microsoft IoT Blog SOCIAL • Cloud Perspectives • Dynamics 365 • Windows Server Blog • Twitter • Dynamics 365 MICROSOFT FLOW MICROSOFT OPEN • Facebook MICROSOFT SQL SERVER SOCIAL GAMESTACK SOCIAL • LinkedIn MICROSOFT BUILD SOCIAL • Microsoft Flow SOCIAL • Twitter BLOG SOCIAL • @SQLServer • GameStack IT PROFESSIONALS • • • BLOG Health Microsoft Build Facebook BLOG • YouTube Microsoft IT Pro • Microsoft Open Blog • Facebook • LinkedIn • Microsoft Flow Blog MANUFACTURING • YouTube BLOG MICROSOFT QUANTUM SOCIAL • SQL Server Blog MICROSOFT POWER BI HOLOLENS SOCIAL • Twitter SOCIAL SOCIAL • Twitter BLOG • @MSPowerBI • HoloLens • Facebook • Manufacturing • Facebook • Facebook BLOG • YouTube MVP COMMUNITY • Microsoft Quantum RETAIL BLOG • Microsoft MVP SOCIAL Power BI Blog • MVP Award Blog Twitter BLOG • Retail
Data Mining: Sample Tech Stack
Microsoft Research
USER INSIGHT
CONTENT MEASUREMENT COLLABORATION
SUPER FAN PROGRAMMING ENGAGEMENT
TRIAGE
The contents of this slide does not represent endorsement of these tools 3 key questions:
• What are the goals?
• Who is the audience?
• How do we measure success? What are your goals?
• Drive traffic to your website
• Gain insight into how developers are taking action with #AI together with Drive leads three real-world case studies. Get the guide: http://msft.social/NrfJgF • Drive engagement
• Build a brand community vz • Customer support
• Launch a new product
• Announce a partnership
• Support an event FOLLOWERS’ DEMOGRAPHICS INTERNET SEARCHES TYPICAL SOCIAL ACTIVITY Digital Natives: 0.5% Application Integration tools >5 posts/day: 6.90% Millennials: 16.1% What is Block Chain 1-5 posts /day: 24.4% Gen X: 82.5% Cloud services product review 1-7 posts /week: 38.8% 1-4 posts /month: 17.3% Baby Boomers: 0.90% How to run clusters <1 posts /month: 12.6% Outside USA: 46.1% Best practices for managed service USA: 53.9% REACH >1,000 followers: 23.9% BACKGROUND TECH BRANDS FOLLOWED 101-1,000 followers: 58.6% Developers Microsoft 10-100 followers: 16.9% Google Software Architects <10 followers: 0.60% TECH IT Managers Hootsuite Amazon #tech PREFERRED CONTENT #bigdata HOBBIES Facebook Blogs #ecommerce Cars, Fashion, Photography, Webinars, #technology Cooking, Home Improvement 360 Degree Product demos #startup Tutorials #IoT Reviews #android View of a #SEO #ipad #windowsphone Customer NEWS OUTLETS RESTAURANTS MUSIC ARTISTS SPORTS NON-TECH FOLLOWED FOLLOWED FOLLOWED FOLLOWED Imogen Heap #retail TechCrunch Domino’s Cycling #marketing Segment WIRED Baskin Robbins P. Diddy Golf Lenny Kravitz #travel Wendy's Wall Street Journal Coldplay Cricket #shopping New York Times Qdoba The Killers Hockey #sales The Economist Chick-fil-A Basketball
TELEVISION BEVERAGE BRANDS FASHION BRANDS PERSONALITIES FOLLOWED FOLLOWED FOLLOWED FOLLOWED CNN Coca-Cola American Apparel Bill Gates BBC Nespresso Lululemon Richard Branson MSN Sprite H&M Tony Hsieh CNBC 7UP TOMS Tony Robbins CBS Pepsi Coach Mark Cuban Who is your audience? Audience Do Don’t Text Analysis/Posting Data Point • Be direct and straightforward • Posts with heavy • Create links between creative and what they will engage with • Best days of week for Engagements: Tues-Thurs marketing-style copy • Reflect their interests • Use fluff • Best times for URL clicks: LinkedIn: 10-12pm, perform as much as Y% • Speak their language & use humor • Market to them (avoid over-branding) Twitter: 2-7am,Facebook: 9-2pm Audience 1 worse on average than • Images with related to their work process • Tell them what to do • Text Analysis: Twitter, LinkedIn, Facebook: no. straightforward • Use motion graphics • Be afraid to post without an image of characters messaging • Use lifestyle imagery showing them or related interests • Hashtag: : max vs optimal sparingly • Speak to numbers & be results oriented • Best days of week for Engagements: Wed, Thurs, • Be honest & informational Fri • Use a professional, business-like tone • Use fluff • Best times for URL clicks: LinkedIn: 7-8am, • Lifestyle images perform • Be objective, concise, and to the point • Don't get into technical nitty-gritty Twitter: 7-10am, YouTube: 10am, Facebook: up to X% better on Audience 2 • Give clarity on new solution impact • Market to them (avoid over-branding) 10-12pm average than illustrative • Tell them what questions they need to be asking • Tell them what to do • Text Analysis : Twitter, LinkedIn, Facebook: no. style images • Use lifestyle images and illustrations sparingly • Use people in illustrations of characters • Images should be varied demographics, business • Hashtag: max vs optimal environment, and collaborative situations • Use motion graphics when possible • Focus on the data they love • Best days of week for Engagements: Tues-Thurs • Posts with heavy • Be more conversational, “one of them” • Best times for URL clicks: LinkedIn: 10-12pm, marketing-style copy • Speak to value proposition of service • Market to them Twitter: 12-2pm, Facebook: 11-1pm perform as much as Z% Audience 3 • Give them the “whole story” • Use business-oriented messaging • Text Analysis : Twitter, LinkedIn, Facebook: no. worse on average than • Use straightforward images/messaging, reflecting their of characters straightforward function • Hashtag: max vs optimal messaging • Images with related to their work process
• Best days of week for Engagements: Tues-Thurs • Show the value proposition • Best times for URL clicks: Facebook: 9-10am and • Be authoritative on the latest industry trends • Use threatening language • Illustrative style images 12-3pm, LinkedIn: 10am-12pm, Twitter: 10pm- • Honest, informational and efficient • Incite fear perform up to X% better Audience 4 2am • Use positive reinforcement • Try to be too cheeky/clever on average than lifestyle • Text Analysis : Twitter, LinkedIn, Facebook: no. • Use lifestyle images showing servers, devices, IT • Prefers to be shown versus told the value prop images of characters professionals • Hashtag: : max vs optimal Measuring performance
FY20 Monthly Monthly Performance KPI FY19 Benchmark FY20 Projections projections
Total followers
Total mention volume
Average monthly positive sentiment
Total impressions
Total engagements
Total clicks on posts
Total clicks on URLs
Total personalized fan engagements Views per new blog post Total triage cases
Total blog page views all up Total blog visitors all up X X YouTube subscribers
Total video views on YouTube all up
By 2021, annual cybercrime damage is expected to reach $6 trillion, up from $3 trillion in 2015. Read the #MSDyn365 2019 Finance Trends Report: http://msft.social/k4oMFL
Copy and Design vz
• Customize to each audience
• Design for KPIs
• Leverage templates for efficiency Think you have a designer's eye for #PowerBI? Download our cheat sheet and build #data that dazzles: http://msft.social/8bU2tw
Editorial Calendar vz
• Amplify content by days of week and times that work well
• Evaluate your content types or creative by days of week and times that work well
• Know what content and creative resonate or doesn’t with your audience Discover the business value that #IoT brings to companies by connecting people, processes, and systems. Register for the on-demand webinar: http://msft.social/yBDnbH
Iterate vz
• Try new things (design, copy, A/B tests, etc.)
• Analyze what’s working or not working
• Constantly optimize
Brand Communities
BRAND COMMUNITY is a community formed based on attachment to a product or brand. Among the concepts developed to explain the behavior of consumers, the concept of a brand community focuses on the connections between consumers. Brand communities are characterized by rituals and traditions, shared consciousness, and a sense of moral responsibility.
- Albert M. Muniz Jr and Thomas O’Guinn Fan engagement campaign
• What are your goals
• Analyze what’s working or not working
• Constantly optimize Campaign Creation: Empathy Map
AUDIENCE JOB ROLE
HAPPINESS INFLUENCES
FRUSTRATIONS VALUES
HOW YOUR COMPANY HELPS? #AzureTrivia
• Weekly sweepstakes grounded on Azure training questions
• Designed to drive participants to become Azure certified
• Each week, randomly selected winners receive a prize
#FuelMyAwesome
• Weekly conversation starter asking developers what gets them pumped to code for a chance to win swag
• Designed to spirit conversations among developers
• Customized swag boxes deliberately planned for wowing participants
Pop Culture
• Moment in time posts to engage with our audience
• Like product birthdays, non-traditional global “holidays”, posts inspired by trends on twitter In honor of #StickerDay yesterday, we want to see your best swag! Share a photo of your favorite #dev sticker with us.
What next?
Crawl Walk Run
• Get access to data • Understanding your audience • Connect your data stream with • Become familiar with excel (behavioral, psychographic) data visualization platform for • Determine the toolset that • Start tracking your KPIs real time updates works for your business • Educate your stakeholders • Test it out with a pilot • Define success for your campaign business (KPIs) Recommended resources
Wired To Care: How companies prosper when they create widespread empathy The ten faces of innovation: IDEO’s strategies for beating the devil’s advocate and driving creativity throughout your organization Make Space: how to set the stage for creative collaboration
Getting Brand Communities Right
@kavitamakdani & @jackieostlie