social @ microsoft
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Social Media bei Microsoft Deutschland. UpdateTRANSCRIPT
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
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.