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How got social CMA Presentation

September 2011

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approach

change strategy

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Solid social strategy Define social

Find where it belongs in our organization

Decide how much to invest

Decide who would lead it

Determine regional vs. global positioning Determine how Microsoft looks to consumers

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You must behave

differently for change to occur

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Open collaboration

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Social wild west

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We had to align.

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Change the norms. Change behaviours. Change processes.

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What is social?

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The term Social Media refers to the use of web-based and mobile technologies

to turn communication into an interactive dialogue.

Social media introduces substantial and pervasive changes to communication between organizations,

communities, and individuals enabled by ubiquitously accessible and scalable communication

techniques.

Andreas Kaplan and Michael Haenlein

Jan H. Kietzmann, et al

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The amount of time most companies spend on social strategies

25% -65%

Amount of time spent by consumers on social networking sites

5%

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So we tried something different.

Making change stick Shared services Alignment

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Put the consumer first

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Challenge. Learn.

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Experiences with the product are connected with how they see the master brand

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When we started to do social listening, we could see the perceptions were starting to change

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Our ecosystem of products and how they connect is most real for consumers with Xbox, WP7 & Windows

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Discovering what is real and existing to consumers.

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“If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”

Cicero

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The need to retool

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“I  don’t  ask  for  much,  I  just  want  

things  to  work,  all  the  time.”  “It  has  to  be  simple,  easy,  like  I  don't  even  know  it's  there.”  

“My  needs  should  be

 anticipated,  then  me

t.”  

“This  helps  me  get  done  want  I  need  to  get  done  while  leaving  me  time  to  keep  pushing  forward.”    

“I  want  the  freedom  to  stay  Blexible  and  to  explore.”  

“I  don't  ask  for  much,  I  just  want  to  go  a  bit  further,  everyday.”  

“I  want  to  be  better,  bit  by  bit.  I  want  to  be  great.”  

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“I  work  hard,  because  I  care.”  

“I  care  about  making  things  better,  simpler,  more  Blexible.”  

“There's  more  than  one  right  way,  there's  more  

than  one  path  and  every  person  should  have  

the  Blexibility  to  succeed,  grow  and  progress  

through  the  power  of  innovation.”  

“I  work  to  bring  this  future  to  everyone  so  together  we  can  be  better,  we  can  be  great.”  

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Microsoft’s shared ideal

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Get started. Be strategic. Make changes that stick.

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Thank you