Winning Hearts &

Minds

Karen Carter, Director of Marketing

Microsoft

Its Tough out There…

Its Tough out There…

Understand your Audience – Create Trends

BRAND ME - Primal need for social recognition and

celebration

HERE COMES EVERYBODY – Need to be social and curiosity

for authentic information

IT’S A CONTEXTUAL WORLD – Convergence of

functionalities in devices, mobile access to data, «want it

now» culture

QUALITY OF LIFE – Need for balance, do only things you are

really passionate about

Source: Trendency 2.0 2011

Maximize Digital Channels

Generate demand, awareness and engagement based on end users

needs, building relevant and consistent experiences integrating all

communication touch points by maximizing Owned, stimulating

Earned and innovating Paid channels

Owned

Earned

Paid

Get the most out of your

web properties

Go beyond the “like” button,

leverage influencers

Digital media mix – SEM,

SEO, mobile, targeting

Generation 7

Final Thoughts

• Don’t just follow trends, make trends!

• Get the most out of digital channels!

• Science with the art – understand your

audience, then you can fly!

THANK YOU!

Kcarter@microsoft.com