microsoft - atlanta istrategy
Post on 24-Apr-2015
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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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