Speaker 1: Karen Carter - Microsoft

1. Winning Hearts &
Minds
Karen Carter, Director of Marketing
Microsoft

2. Its Tough out There…

3. Its Tough out There…

4. Understand your Audience – Create Trends
BRAND ME - Primal need for social recognition and
celebration
HERE COMES EVERYBODY – Need to be social and curiosity
for authentic information
IT’S A CONTEXTUAL WORLD – Convergence of
functionalities in devices, mobile access to data, «want it
now» culture
QUALITY OF LIFE – Need for balance, do only things you are
really passionate about
Source: Trendency 2.0 2011

5. Maximize Digital Channels
Get the most out of your
Owned web properties
Go beyond the “like” button,
leverage influencers
Earned
Digital media mix – SEM,
SEO, mobile, targeting
Paid
Generate demand, awareness and engagement based on end users
needs, building relevant and consistent experiences integrating all
communication touch points by maximizing Owned, stimulating
Earned and innovating Paid channels

6. Generation 7

7. Final Thoughts
• Don’t just follow trends, make trends!
• Get the most out of digital channels!
• Science with the art – understand your
audience, then you can fly!

8. Kcarter@microsoft.com
THANK YOU!