The document outlines Microsoft's social media strategy, which focuses on owned, paid, and earned media across channels like Microsoft sites, search advertising, display ads, social networks, blogs, and communities to engage customers and generate leads. It discusses both an internal social media team that develops the strategy and guidelines and an external community team that collects and distributes user-generated content across channels to drive metrics like views, impressions, comments, likes, and downloads. Key contacts are provided for following Microsoft's social media presence in Germany.

9. MS.COM E-Mail Newsletter
msn.de
Events, Messen
OWNED
MEDIA
Microsoft
Microsoft Partner Channels Microsoft
Ecosystem Foren, Newsgroups, Blogs,
Communities
PAID EARNED
Search Engine MEDIA MEDIA
Advertising 3rd Party/ Community/ Neutrale
Commercial Social Media Communities,
Foren etc.
Blogs,
Display Advertising Microblogs
Social Networks

11. External
Excellence
Internal
Enablement
Collect, Clus
ter &
Distribute

12. Übergreifende Entscheidungen
vs. operatives Geschäft
Regelmäßige Treffen in kurzen
Abständen (monatlich)
Social Media Manager bereitet
vor, treibt die Themen
• Social Media Strategie
• Social Media Guidelines
• Social Media Enablement

23. Fans Impression Comments Likes Leads Downloads
s
User
Generated
Views Tweetreach Content @Replies Application Sales
s

24. Annabelle Atchison
anatch@microsoft.com
www.microsoft.de/newsroom
www.twitter.com/MicrosoftPresse
www.twitter.com/mrsatoz
www.facebook.com/MicrosoftDE