A demonstration of

• > Active Engagement
• > Digital/Online
• > Social media / Mobile / Emerging

Going Social

With a small toehold in the social space, the Windows Phone team turned to MEC and the Wunderman Network to launch a social media pilot.

Our Objective

Discovery: Find where Windows Phone customers are within the digital space and reach out to them to test receptivity
Visibility: Broaden the Windows Phone message and expand the brand reach online
Conversation: Listen first, then engage in authentic conversations to establish credibility
Community: Build a vibrant Windows Phone community engaging in pull marketing as opposed to pushing out the message

Our solution

• We established and maintained active communities across Facebook, Twitter, LinkedIn, and YouTube
• We updated and created content on Google Knol, IT Toolbox, and Wikipedia
• We provided exclusive content, subject matter expert Q&A, contests, polls, and product/app giveaways to encourage conversation surrounding Windows Phone
• We engaged celebrity voices, influential bloggers, and external Windows Phone enthusiasts to serve as "non Microsoft" brand ambassadors

The results

• Utilized Social platforms as "brand pages" for other Windows Phone campaigns
• Increased Facebook "fans" from 5,000 to 120,000
• Increased YouTube video views from 0 to 1.5 million total plays to date
• Increased Twitter following from 0 to 16,458 since the channel launch
• Increased Windows Phone Twitter ranking 95/100 when benchmarked across other Twitter profile pages (according to Twitter grader)
• Increased positive sentiment across all Windows Phone channels
• Documented a "best practice" approach to social media engagement for other Microsoft products and groups