microsoft_pr crisis management
TRANSCRIPT
Microsoft
Crisis Management
History
95%
75%
Assessment of Brand Marketing and Communication Initiatives
Did Microsoft do marketing before?I mean serious marketing.
Can Microsoft do good marketing?People don’t think so.
Anti-iPad
Anti-Android
Anti-Google
Good job, Microsoft.
All your hard work has paid off!
Now, the public thinks you are:
The public also thinks that:
MICROSOFT’S EVERY MARKETING STRATEGY DOOMED.
For Surface, you failed to find its unique selling point.
Your “One Microsoft” strategy would only work in the ideal world that you created.
Congratulations! You have disappointed the public AGAIN.
Issues
• $7.2 billion• 32,000 Nokia employees• Vertical integration
Stock Price:• Microsoft: Dropped by more than 5%• Nokia: Increased by more than 40%
Microsoft’s Acquisition of Nokia’s Phone Business
Successor of Steve Ballmer
• 2000 --- 2013• Software Hardware• Total return for shareholders: Negative 17%• Stock price: dropped by more than 35%
Stock Price went up 10% after his retirement announcement!
Windows: Over $100 for upgradeOffice: Start from $99.99
OS X: Free upgradeiWork: Free with new devices iWork
Positive Publicity
A better corporate culture
stack-ranking
Negative Publicity
Windows 8 is TERRIBLE
Choices? Rethink?
Exception?
Lack of Innovation
Point of View and Current Standing
In the past, when people thought about Microsoft…
Pc-driven And System-oriented Giant
Prestigious Brand
Respected Company
Microsoft wants people to believe…
Surface is way better than iPad
Microsoft is a Innovative Mobile-oriented Company
Windows Phone is much cooler than iPhone
Stop using Google, try Microsoft!
Not innovativeDesperatePathetic
Total LoserDisappointing
Overly Aggressive
Turns out, the Public thinks…
Who exactly Microsoft wants to be?
Where it wants to go?
Microsoft has lost its mission statement
It has an identity crisis.
However, there are some good news.
In the last five years, its stock price has kept growing and it remains profitable with billions in revenue.It is changing.
Recommendations
Hold a Press Conference
“Yes, Microsoft did lose and was confused. But from now on, we are not going to be anyone else. We are building our world with our OEMs partners and customers. Please look forward to the future of Microsoft.”
• New York, Los Angeles, Chicago, Huston…
• Technical support & Customer service
• TOP 10 suggestion list with follow-ups
• Complementary social media campaign
Outdoor Events --- “Talk to Microsoft”
Partnership with NASA
Training/Workshops in School
Outcome
• Generate positive publicities• Rebuild its identity making a
change• Care customers• Best innovation• Strong social responsibility