Vom Mitmachen zur StrategieSocial Media bei Microsoft Deutschland

Annabelle Atchison, Social Media ManagerMicrosoft Deutschland

Twittwoch, 06.03.2013

Mitmach-KulturSocial Media im internen Einsatz

Herzstück: MSGY Web

Das gute Beispiel

Das gute Beispiel

Schnell und einfach

Mit Absicht Dialog

Die besten Botschafter Social Media im externen Einsatz

Digitales Marketing im Web 2.0

PAIDMEDIA3rd Party/

Commercial

OWNEDMEDIAMicrosoftChannels

EARNED MEDIA

Community/ Social Media

MS.COM

Microsoft Foren, Newsgroups, Blogs,

Communities

Neutrale Communities,

Foren etc.

Social Networks

Display Advertising

Search Engine Advertising

Microsoft Partner Ecosystem

msn.de

E-Mail Newsletter

Events, Messen

Blogs,Microblogs

It’s a jungle out there….

Ziel: Professionalisierung

Collect, Cluster & Distribute

Internal Enablement

External Excellence

Gesamt-GmbH Übergreifende Entscheidungen vs. operatives Geschäft

Frequenz Regelmäßige Treffen in kurzen Abständen (monatlich)

Orga und Nachhalten Social Media Manager bereitet vor, treibt die Themen

Wichtigste Aufgaben• Social Media Strategie• Social Media Guidelines• Social Media Enablement

Social Media Council

Lead: PR und Central Marketing

CMO

PR

DPE

Services

Austria/Switzerland

PS CPE

HR A&O Community

LCA

SMS&P

Social Media Strategy Team CCG

Social Media Ressourcen

GmbH Social Media

GmbH Social Media Manager

Central Marketing Social Media Team

Social Media Marketing Manager

Social Media Kontaktein den Bereichen

Social Intelligence Manager PRHR

ServicesDeveloper Community

CPE SMS&P

……

Customer Service und Support

Social Media Support Kollegen

Vollzeit Teilzeit

Agentur Support

Webmonitoring

Webradar

Kampagnen-Monitoring

Konstantes Monitoring

Aktives Krisen-management

Breit aufgestellt

Breit aufgestellt

Social Media Marketing – Sustained

Social Media Marketing – Sustained

Social Media Marketing - Kampagnen

Social Media Fitness

Social Media Deutschland

E-Mail Verteiler

Social Advisories

Fit for 360° PR Team Trainings

Social Media GmbH

Learning Opportunities

Social Advisory

Den Kinderschuhen entwachsen…

Digitale Kennzahlen

Engagement ConversionExposure

Fans Impressions

Views Tweetreach

Comments

Likes

User Generated Content @Replies

Leads Downloads

Applications

Sales

anatch@microsoft.com

www.microsoft.de/newsroom www.twitter.com/MicrosoftPresse

www.twitter.com/mrsatoz www.facebook.com/MicrosoftDE

Annabelle Atchison

© 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.