March 2014

Trine Tirsgaard, Director consumer marketing Western Europe

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30% Music Producer /

25% Fashion Designer /

20% Singer /

10% Skateboarder /

10% YouTube Innovator /

5% Sculpture Artist

Tell me I’ll forget

Show me I might remember

Involve me and I’ll

understand!

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As a category we

have become a

little predictable

haven’t we….

FROM

THROWING PEBBLES

CUSTOMERS

MESSAGES - SAYING

INTERNAL ECOSYSTEM

TO

BIGGER WAVES

CONTRIBUTORS

EXPERIENCES - DOING

FULL ECO ALIGNMENT

Buy Office 365?

Give me the

one reason..

Invite Engage Amplify

Invite to inspire

Qualify traffic through

trusted media letting

customers access

relevant data. Have

them participate when

they are most likely to

be open and involved.

Engage

We engage via

tools and user

scenarios that

specifies directly to

their industry

Amplify

Trust and customer

driven content drive

leads. Commercial

impact and

amplification through

ambassadors and

partners.

Creative

Creative execution O365

Targeted approach - a new digital motor to increase the relevance and engagement AND

TO LEARN FROM CUSTOMER BEHAVIOR

Project driven out of Denmark with the WE project team

Campaign launch 21st of March of the first markets:

Drive perception of O365

Move the generic concepts of "Productivity in the cloud" to

“This is your office solution" - less complex

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Awareness &

grow interest

…via localized

content, interactive

tools and vertical

messaging,

segmented at

specific markets

Build on

learnings!

Learning from

interactions!

WebTrends to track

behavior and

understand the

audience actions +

Postlaunch update

Governance

Global alignment

and adjustment:

industry

segmentation,

industry readiness,

use of digital social

platforms,

governance...

Page views

new/returnin

g

Unique

Visits

Page views /

Visit

Linkedin

CTR/AVGLP CTR/AVG

Average

Time on Site

Bounce

Rate/AVG

33,456 13,600 2.46 0.11/0.08 25/8% 1M 10S 28/40%

Volume login via LinkedIn (

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