1. Microsoft®
WebMatrix
Web Hosting Partner Go-To-Market
Go
What is WebMatrix?
Microsoft WebMatrix is a new web development tool that makes it easy for anyone to create a new web site. Start from any of
the built-in or online templates or any of the free popular open source web applications, such as WordPress, Joomla!,
DotNetNuke or Umbraco, located in the online Web Applications Gallery. Users can customize their site using the code and
database editor within WebMatrix. When a user is ready to publish their site, WebMatrix highlights hosting partners within the
hosting gallery making it easy to choose the right hosting partner for the app being created with a selection of hosting packages.
Once a hosting package is selected and configured, WebMatrix then seamlessly publishes the site and database to the web.
Hosting Partner Opportunity
WebMatrix is a very unique new web development tool that is marketed directly to people who want to create a website and
publish it on the internet. The vast array of templates and pre-built web applications that are available in WebMatrix makes it
appropriate for every kind of user, from a seasoned WordPress or Joomla user to a new or inexperienced individual that needs a
simple and seamless way to get themselves or their company on the web.
The opportunity for participating Hosting Partners is the integration of our Web Hosting Gallery right within the tool itself. When
a user is ready to publish their site on the web they can choose from participating hosting providers to users who are looking to
host their new web site. This is a unique opportunity for our hosting partners to get a direct pipeline of new customers who use
WebMatrix.
Go To Market Plans
Microsoft Corporate and its subsidiaries world-wide will be executing a multi-audience, multi-channel go-to-market effort to
support WebMatrix. WebMatrix will be released in 13 languages and will all simultaneously launch on January 13. The GTM
efforts by Microsoft will commence with the launch campaign that capitalizes on the momentum already created by the web
apps campaign that is currently in market. The campaign focuses on three strategies; Launch and In-Person Events, Online
Engagement and Digital Advertising.
Launch and In-Person Events
The main launch event for WebMatrix will be held at CodeMash in Ohio in January 13th. Because the CodeMash venue only holds
800 attendees, we will extend the reach by streaming this event live world-wide. Microsoft Subsidiary offices will be holding
local WebMatrix launch events with in person presentations on WebMatrix. The Microsoft Academic Team is working to
coordinate its 900 Microsoft Student Ambassadors around the world to hold Campus WebMatrix Launch events for students.
Microsoft is also coordinating with the INETA organization which has thousands of user groups around the world and tens of
thousands of members to organize a contest among its members to create modules for Orchard, a new open source web CMS
based on MVC, started by Microsoft. Finally, Microsoft’s DPE organization of roughly 2000 technical evangelists will be
presenting at events among the large open source web communities such as WordPress, Joomla, Drupal as well as other events
focused on web developers world-wide. At all of these events, participants will promote WebMatrix and giving demonstrations
of how WebMatrix works, including how to publish websites to a hosting provider. The DPE organization has been asked to work
with its local Communication Sector team to identify local hosting providers to leverage in these product demonstrations.

2. Online Engagement
Post WebMatrix Launch, Microsoft’s DPE field organization world-wide will be working to engage web developers online at scale
through both Twitter and Facebook to drive greater awareness for WebMatrix and enable easy access to product information
and downloading for WebMatrix. Microsoft will also be creating original and topical content that will be published on
http://microsoft.com/web and federated through Twitter, Facebook and YouTube that focuses on web development topics
designed to encourage new web developers to adopt WebMatrix and entice other developers towards our platform. Microsoft
DPE Evangelists will also be stepping up efforts to engage web developers through online forums, answering questions and
providing guidance around common web development topics, particularly on the Microsoft Web Platform as well as stepping up
efforts to write articles for 3rd party websites on a broad array of web development topics but particularly on topics that
WebMatrix is particularly well suited to demonstrating.
Digital Advertising
Microsoft Corporate and Microsoft’s DPE field organization world-wide will be embarking on a global ad campaign beginning
with the launch of WebMatrix to drive demand among new and existing web developers to download and use WebMatrix to
create and publish websites. This advertising campaign will consist of display, search and social media advertising channels. All
ad copy for these campaigns promotes the availability for web site hosting so it is a major component and message to our target
audiences of web developers. Tactically advertising will be targeted at two types of developers, those that currently build web
applications using one of the top 7 most popular web applications available from the Web Application Gallery and at newer web
developers who want to build websites but are not predisposed to any particular web application or framework. The display and
social media advertising campaigns will be planned and executed by each Microsoft Subsidiary Advertising Team while the
search advertising campaigns will be planned and executed centrally by Microsoft Corporate. These ad campaigns, combined
with the activities listed above are designed to deliver 100,000 downloads of WebMatrix within the first month of its launch and
over 600,000 by the end of June, 2011. Below are some examples of various ad creative and sizes that will be used by Microsoft
Corporate and its Subsidiaries world-wide.