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Similar to Microsoft's LinkedIn strategy optimizes content for IT audiences
Similar to Microsoft's LinkedIn strategy optimizes content for IT audiences (20)
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Microsoft's LinkedIn strategy optimizes content for IT audiences
- 2. STB • Business objective: grow penetration/market share • Comms objective: Raise preference by increasing knowledge of entry point to Cloud system • Platform – reinvent the data centre. Office 365 • Business objective: grow market share and profit margin • Comms objective: Raise (unprompted) awareness and knowledge of product details/features • Platform – the complete office in the Cloud. Dynamics • Business objective: challenge market leaders (i.e. SAP/Oracle) and consolidate Cloud loop • Comms objective: Raise awareness and perception and make Dynamics a trusted option • Platform – demands drive dynamic business decisions. Scott,nelson@umww.com–workofUMEMEA
- 3. Campaign Objectives Priority Commercial Audience Priority Point of Distinction ITDM IT Pro BDM STB* Knowledge Awareness 1 2 2 TRUST: Migration involves no risk Office* Awareness Knowledge 1 2 2 TRUST: Adoption is a way to increase companies’ productivity Dynamics* Awareness Knowledge 2 2 1 TRUST: Provides business with flexibility to support improved performance * Scott,nelson@umww.com–workofUMEMEA
- 4. 38% 60.5% 32.1% 53.5% 8.7% 42% 18.4% 21.3% 29.7% 35.9% 46% 43.4% 57% 37% 41.5% 42.2% Key 70%+ 60-69% 50–59% 40–49% <40% <30% <20% <10% Q: Thinking about using the internet, which of the following activities have you done in the past six months? Visited a professional social networking site; e.g. LinkedIn. BASE: Wave 7 Priority Markets Professional Networking Sites % who have visited a professional networking site in the last 6 months Scott,nelson@umww.com–workofUMEMEA
- 5. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% All Active Internet Users BDM ITDM IT Pro : Scott,nelson@umww.com–workofUMEMEA
- 6. 209k + Australia 74k+ DE 94k+ IT 178k + FR 113k + SP 152k + NL 550k+ UK 462k+ India 24k+ Hong Kong 102k+ South Africa 45k+ SE 24k+ PO 25k+ NO 44k+ Saudi Arabia Europe 1.6m+ Middle East 247k+ Africa 313k+ APAC 1.1m+ 84k+ China 17k+ Japan 28k+ Russia 33k+ DK 1.2m + Australia 580k + DE 747k + IT 1.1m+ FR 1.0m+ SP 1.1m + NL 3.5m + UK 3.2m + India 204k+ Hong Kong 679k + South Africa 301k + SE 171k+ PO 167k + 186k + Saudi Arabia Europe 12.1m+ Middle East 1.2m+ Africa 1.9m+ APAC 8.0m+ 781k + China 173k + Japan 228k + Russia 258k + DK ITDMs BDMs Scott,nelson@umww.com–workofUMEMEA
- 12. Promote yourself Share knowledge Be creative Make contacts for work Earn respect Explore the world around me Learn something new Make money Change opinions Seek other people’s opinions BDM IT Pro “Hang Out” or waste time Feel like you belong Meet new people Have fun/be entertained Share new experiences Express yourself Keep up to date Stay in touch with friends Manage my life better QUESTION: “Which of these online applications [ Professional social networks e.g. LinkedIn] does a good job when you want to…?” - ENTERTAINMENT CONNECTION NETWORKING KNOWLEDGE ITDM Scott,nelson@umww.com–workofUMEMEA Scott,nelson@umww.com–workofUMEMEA
- 17. Campaign Objectives Priority Commercial Audience Priority Point of Distinction ITDM IT Pro BDM STB* Knowledge Awareness 1 2 2 TRUST: It involves no risk Office* Awareness Knowledge 1 2 2 TRUST: A way to increase companies’ productivity Dynamics* Awareness Knowledge 2 2 1 TRUST: Provide business with flexibility to support performance Audience’s Motivation** • Networking • Learning • Influence others • Networking • Self promotion • Earning respect • Self promotion • Earning respect • Money making Professional social media provides a functional form of interaction that other social networks can’t deliver. The context and placement of message is even more important than normal social networks Audience’s Needs** Promote themselves by gathering and using knowledge to influence BDMs and accept critical responsibility. Earn respect by demonstrating their ability. Promote themselves, the status they have earned and get recognition for producing results/success. Scott,nelson@umww.com–workofUMEMEA
- 20. . Microsoft Knowledge Engine The Newsroom Feed Product Portals Scott,nelson@umww.com–workofUMEMEA
- 22. Global Marketer Certified Partner Sales Trending LinkedIn Today content amongst target audience + original Microsoft and partner content curated and filtered by region Dashboard of real-time content recommendations tuned to the specific needs and objectives of individual Microsoft and partner campaigns (by lines of business, country) Shared out to target audiences Scott,nelson@umww.com–workofUMEMEA
- 23. Approvals/Workflow: calendar view for collaborative editing and scheduling of content; based on role Reporting/Analytics: post performance across all applicable networks, including daypart analysis Login: configurable role-based access for different dashboard views, approval and editing rights Dashboard: summary view of top trending content, easily filtered to source and states (new, draft, approved, scheduled) Edit/Publish: image selection, editing and scheduling tools Scott,nelson@umww.com–workofUMEMEA
- 25. 1 3 2 Sign In with LinkedIn Landing Page Personalised Main Page • Embedded videos: • case study videos • features/benefits • Customer testimonials • SlideShare whitepapers • Infographics Relevance based on location and job title. Relevance based on profile details. Scott,nelson@umww.com–workofUMEMEA Scott,nelson@umww.com–workofUMEMEA
- 26. Landing Page Features and benefits will be made clear to the Member by using embedded, ready-to-play videos (e.g. Office 365 security and productivity features). Use will be made of SlideShare to serve whitepapers and visual graphics will capture attention. Encouraging Sign In with LinkedIn allows greater depth and personalisation. Call-to-action will be prominent and clear to encourage awareness, knowledge, preference or perception. Improved Main Page Additional knowledge Member gives by signing in allows greater personalisation e.g. industry and company size, current job and function and skills allows specific tailoring with minimum waste, e.g. demonstrate the ERM power of Dynamics with LotusF1 team. Ongoing learnings allow for adaptation, improvement and inclusion of new LinkedIn products, e.g. a visual list with graphic testimonials of the Member’s connections who work in companies using the Microsoft product featured. Improved Focus Making use of the path data has forged to deliver relevant audiences and help Members discover features/benefits in a visual way whilst guiding them to a specific outcome from GMB objectives: knowledge, preference or perception. Landing page Scott,nelson@umww.com–workofUMEMEA
- 28. Drive local target audiences to follow Microsoft Share local content for viral amplification Drive recommendations of services, i.e., recomm endations for 365 Cross-device ownership of the LinkedIn feed by country. www.gartnercloud.com/latest Scott,nelson@umww.com–workofUMEMEA
- 31. • Potentially FY13 O365 campaign measurement in Netherlands/Spain/Denmark/Australia/USA can be repeated. Scott,nelson@umww.com–workofUMEMEA
- 32. The members’ needs are central to the entire platform so it becomes Microsoft’s goal to deliver only the information that is relevant, useful, helpful and wanted by them. By being the provider of information that improves knowledge, networks, capabilities…and competitiveness…Microsoft understands and improves its audiences’ career prospects. Scott,nelson@umww.com–workofUMEMEA
- 33. Summarising three GMBs consolidates audience priorities (I and objectives priorities ( which directs actions. Central to everything is the members’ behaviour and how LinkedIn can analyse it to direct what Microsoft deliver to them and how it addresses them. Scott,nelson@umww.com–workofUMEMEA
Editor's Notes
- Employees excludes: self-employed, student, not working
- Despite social networking being a truly global phenomenon, this hasn’t led to cultural homogeneityamongst communities. It is evident that understanding the role that social media plays and the needsthey best meet is important and our research shows that these needs are not uniform. As millions ofpeople across the world flock to join the social networking platforms the nuances between nationsbecome clear.
- Since LinkedIn’s intrinsic value is that of a community centre for professionals, it can be a vehicle for communications centrally just as effectively as it can for local markets. Our aim is to use LinkedIn as a PLATFORM upon which central and local ideas can be accommodated.Our insight is that LinkedIn users seek ways and means to develop skills that give them a competitive edge as they invest in their career. We will build our approach from three pillars.The central pillar will develop content promoting Microsoft’s commercial products which have similar audiences and objectives despite different GMBs. Because content competes for our audiences’ time and attention quality and relevance are crucial so we will analyse members’ usage data to help select the content that suits them best. The codename for the product that we will develop for this is “The Newsroom”. In creating the Newsroom, LinkedIn’s data analysis capabilities will help understand what members want so that we can deliver real time value and benefit to through Microsoft’s credibility in the topics. In summary, the Newsroom will identifying trends from behaviour data and use this to direct the content LinkedIn Today provides on behalf of Microsoft, as well as content from LinkedIn’s private API.The second pillar (to the right of the diagram) acknowledges that both LinkedIn and Microsoft are global. Microsoft’s valuable relationship with local customers and consumers must be considered and our aim is to connect local programs, initiatives and audiences to our platform. We do this through technology LinkedIn gives us access to. In doing so we can include markets to an international hub and recognise that most of the problems faced by the IT and business communities are shared regardless of their location.The third pillar (to the left of the diagram) recognises that there is already a huge and influential community in existence (as of 5/8/13 there are 5011 groups related to Microsoft). We need these people to accept our content, platform and the ideas that are hosted on it so we will connect them to our central and local pillars by employing LinkedIn’s technologies and tools.The result that we are aiming for is an international community sharing in relevant topic led content that is trusted to help. By connecting central and local pillars to a large existing community we are structuring a platform with the channels and means to achieve this at regional and local levels.
- All flexible to the differing needs of countries and lines of business
- LinkedIn won’t change the look and feel, or alter, or tamper with core products. We are pioneering data led content delivery together with LinkedIn and benefitting from access to member’s profile pages in doing so.The Knowledge Engine ascertains what the LinkedIn Member being targeted for Server/Dynamics/Office (used to illustrate) are interested in and what’s trending in their worlds.Content from LinkedIn Today (i.e. LinkedIn’s content partners) and Microsoft (i.e. local and regional content partners) that suits their needs is brought together and served to them as visualisedThese are The Newsroom Feedswhich delivers content to the LinkedIn MemberThe larger Newsroom Feed will “sit within LinkedIn Today as an integral part of the service to members” is expansive, i.e. tabbed and visually arresting. I think the slide gives us the idea though.The smaller part is the Product Portal and will “sit within the Network section to the right of the LinkedIn Today” and focuses on the product that is served to the user, be it Server, Dynamics or Office (used in the illustration). It will take the Member to the specific product section
- Personalise content to what is useful based on profile, e.g. an IT Director in the auto industrySocialise: show LinkedIn network connections and send to those that are relevant to amplify and create virality, e.g. geolocate discussions.Integrate: key elements like trending topics in Group discussions to promote an integrated ecosystem, leveraging existing assetsGenerate leads and show the user’s proximity to Microsoft. This offers the route to contact a solutions consultant / sales rep