bdi 9/16/09 b2b social communications case studies conference - waggener edstrom - microsoft
TRANSCRIPT
Igniting & Managing Social Buzz at Igniting & Managing Social Buzz at MIX09MIX09
Know your audienceKnow your audience
Fuel. Extend. Engage.Fuel. Extend. Engage.
Campaign Strategy
Fuel: Red Shirt Campaign
Ingredients:•Element of surprise•Cast of characters•Conflict
Vehicles:•Viral video – Microsoft Channel 9•Campaign button – social media•Red shirts – on-site
Intent:•Extend conversations online•Platform for open dialog, feedback
Structure:•Questions submitted via Twitter: #AsktheGu•Moderated by community influencer •Live video streamed across MIX09 website
Extend: #AsktheGu Twitter Q&A
Engage: Blogger SWAT
……at the moment of at the moment of conversation.conversation.
Bring the Bring the expertexpert to the audience… to the audience…
MIX09MIX09 Social Media Results
Channel 9 videos250,000 unique views
Coverage of MIX09 social mediaWSJ: Microsoft Exec: Red Polos, To Us, Are Like Turtlenecks to Steve JobsZDNET: State of the Art Microsoft Conference Experience - Online...CreativePro: Can’t Make Mix? Follow Online
#AsktheGu 200 questions submitted
#AsktheGu Q&A Live Stream5,000 unique views
Bring Back the Red Shirt225 petition signatures
Blogger SWAT70+ updates by @windowsazure
Keynote Live Streams40,000 unique views
#MIX0923,700 tweets
Q&AQ&A