Webinar: Microsoft Case Study, with Olivier Choron from purechannelapps, Steven Woodgate from Microsoft, and Mitchell Feldman from Cloudamour

Commercial in Confidence – (c) purechannelapps Ltd. 2014 1
Presented by:
Steven Woodgate, SMB Social Media Community Manager, Microsoft
Mitchell Feldman, Cloudamour Ltd, a Microsoft partner
Olivier Choron, CEO and Founder, purechannelapps
How Microsoft used their
Sales Partners to engage
customers in the B2B space
June 12th 2014

• purechannelapps™, UK-based, incorporated in 2011
• socialondemand®: social media amplification software
• newsondemand: dynamic and targeted e-communications
Background

73% of IT executives are influenced by social networks
in decision making - Socialcast
Empowered tech buyers are two-thirds
into the buying cycle before engaging sales
Forrester Research
60% of business decision makers say branded content
helps them make better product decisions - Socialcast
Social Networking – Why is it so critical?

Social Networking – The enterprise challenges
B2B organisations are not engaging
with their customers and prospects
(too many intermediaries).
B2B organisations are struggling
to involve all their brand advocates
in this ‘influence’ cycle.
Brand advocates (employees, sales
partners and other intermediaries)
show little interest in co-marketing
and ‘influence’ campaigns.

Too many hurdles
Employees, partners and other brand advocates have no time,
resources and, in some cases, limited marketing expertise.
Intermediaries are unable to produce professional collateral.
Too many brands are vying for their intermediaries’ attention.
Need simple, easy-to-use tools and programmes that get results.
Brands need to develop and manage ‘influence’ programmes on a
global level.

Social Media Amplification via brand advocates and intermediaries
The posts are published automatically on the partners’
social network(s), if they have selected this option.
1. Brands inputs
news items (and
tag them)
2. Partners receive the news,
log in, view/ edit/ post the items 3. The news items are
posted on the partners’
social network(s)
4. Their followers (buyers)
read the posts, click on
the links and call their
partners!

Social Media Amplification
Extensive analytics engine to report
on the success of each partner, post,
campaign, and geography
Robust multi-level content creation and
approval workflow to support multi-
regional and multi-business unit
organizations
Comprehensive filtering for
partners who can select to only
receive the content that matters to
their followers
Content-publishing APIs
for Twitter/ Facebook/ LinkedIn.
Partners do not have to login to
their social networks to post.

Brand messages can reach much wider audiences, as you can leverage your sales
teams, sales/channel partners (all types), alliance partners and other brand advocates.
Content reaches those that count – the ‘consumers’ - through those who can
actually sell the ‘sales staff/ sales partners’.
Easy for partners to become ‘socially active’ (3 clicks: email to post)
It empowers the ‘through’ intermediaries with compliant content (closer
engagement with the brand and more socially active)
Enterprise-class platform (27 languages) enabling you to distribute social media
content globally
Cost-effective solution, with a SEM-smashing cost per click of just $0.09/ $0.35
The results and benefits

What our customers say
“Really, the ongoing success of our relationship with purechannelapps™ is as a result
of two things; firstly, their product is exceptional, a different league to the competition,
and secondly, the ongoing and passionate support of purechannelapps and their
account management.” – Michelle Graff, Director, PureStorage
“socialondemand has delivered on every KPI we monitored, and is now an integral
part of our marketing strategy.” Chris Harges, Director of Global Marketing, Mountain
Hardwear
“socialondemand provides us with a leading-edge, dynamic platform by which we can
continue to communicate through our channels to reach our customers.” Angela
Leech, Channel Marketing Programs Manager, EMEA, Adobe
"Socialwave enables us to extend our messaging reach to tens of thousands of our
partners’ followers. We look forward to incorporating this into our corporate social
media strategy and driving more channels sales

Presented by:
Steven Woodgate, SMB Social Media Community Manager, Microsoft
Olivier Choron, CEO and Founder, purechannelapps
How Microsoft used their
Sales Partners to engage
customers in the B2B space
June 12th 2014

Case study – Microsoft
Microsoft already ran successful
partner marketing programmes
Microsoft believed they lacked a
key tool in their arsenal-a tool
to socially enable their partners
Microsoft knew their partners
lacked the time and resources
to create their own content
A tool would need to be cost
effective and easy to use for
both them and their partners
$ Without the resources, time or
budget, partners were turning
their back on social media
Microsoft realised that
a socially empowered
and active channel
network would generate
demand and leads for
partners through their
vast social media
networks.

• One month trial (July 2013).
• MicrosoftSocialOnDemand.
• During the trial, Microsoft tested different pieces of high quality content,
to get a picture of how this content and socialondemand would work
with a larger base of partners.
• Via 20 partners, 66 posts were reposted 2,435 times by partners (37
times per post), generating 19,900 short url clicks/ retweets/ likes.

• Full roll-out (November 2013) – 500 user licenses in the UK
Case study – Microsoft – Key stats
324 Users
(UK, SMB) 4,448 likes
1,123 Social Media accounts
added, with a combined
4,750,000 followers
280 Partners
343 Posts by
Microsoft
Up to 19%
click-through
rate
186,214 clicks 28,791 re-posts
CPC: £0.20

Case study – Microsoft – Social Media results
743 friends per partner account
12 clicks per partner re-post
225 friends per acct
<1 click per re-post
117 followers per acct
5 clicks per re-post
Personal: 542 contacts per acct/ 3 clicks per re-post
Companies: 105 followers per acct/ <1 click per re-post
Groups: 4.5m members/ 8,000 members per acct/ 2 clicks per repost
Fanpages:

Case study – Microsoft – Our posts
• We provide content for ‘Devices’ and ‘Services’, for ‘Consumers’,
‘SMBs’ and ‘Enterprises’.
• We mix Microsoft product content with industry news.
• We publish between 10 and 20 posts per week.
“Building the Business Case for Your Social Business Strategy”
6,598 clicks (most for a single post)
“Like The Lions, businesses face challenges
and rely on backroom teams to be competitive”
100% re-posting by partners
“The ten most irritating things about working from home”
20% click-through rate (clicks per connections)

“At Microsoft, we see our partners as an integral part of our business
operations and are always looking at cost-effective ways of supporting our
mutual marketing efforts.”
“socialondemand answered many requirements we had,
turning out to be even more popular with our partners than we anticipated.”
“We are now able to make a real difference to our partners
and can track how successful they are when it comes to social media,
in terms of customer engagement, interactions and business opportunities.”
Gemma Wood
SMB Customer Marketing Manager
Small and Mid-market Solutions and Partners
Microsoft UK.

Case study – Microsoft – Partner feedback
“This is a great tool, simple to use and really effective. I
love being able to share good quality, relevant content
consistently. It’s really helped us create a presence on
social media, and no doubt has helped Microsoft, too.”
Saffra Hale, Trinity Expert Systems, a Microsoft partner.
“The socialondemand tool is just brilliant. The ability to
customise what content we get from Microsoft, and
seamlessly post it to our social media accounts as our
own content is a huge benefit to our social media
efforts.”
Howard Blacksmith, PFK Cooper Parry, a Microsoft partner.

Case study – Microsoft – A partner’s view
• We are a true ‘Born in the Cloud’ service provider that focuses on building and
delivering world class IT solutions using the Microsoft Cloud. Microsoft World Wide
Cloud Partner of the Year 2014
• Already very active with Social Media:
@cloudamour: 1,665 followers/ 2,539 posts
facebook/cloudamour: 338 likes
LinkedIn: 94 followers
• Difficult and time-consuming to find good content to share.
• Joined MicrosoftSocialOnDemand as part of the trial.
• Posted 909 times and generated 5,650 clicks and 194 retweets/ likes.
• Generated 2 ‘Social Leads’ (lead capture via social media)

I added my social media accounts:
1x Facebook, 1x Fanpage, 1x LinkedIn,
18x LinkedIn Groups and 1x Twitter.
I set everything to ‘manual’ because I
wanted to be able to review/ edit posts
as they came.
(Although the ‘automatic’ option is
appealing!)
I receive emails with the latest posts that
I set as ‘applicable to me’.

I login to MicrosoftSocialonDemand.
I can edit the post for each of my
applicable account.
I typically make my LinkedIn Personal
profile post very personal.
I sometimes schedule my posts at a
different time.

And hey presto… the Microsoft posts
appear, as I edited them, and as if
they came from me!

Case study – Microsoft – Partner feedback
“The SocialOnDemand platform is a positive sign from
Microsoft that they care about the partners and are
making a positive contribution to build a sustainable and
valuable business for them. At the same time they
improve engagement with new audiences and establish
themselves as an authority within their field.”

Amplify your messages through your advocates’ social networks
You may not do social media…
But your customers/ prospects, employees, sales
partners and brand advocates do!
Social media amplification will enable your extended
sales teams to be more engaged (with you) and
more ‘socially active’.
You will be able to reach new audiences and drive
sales via social media.
socialondemand is a new and cost-effective way to
influence potential/ existing buyers.

Thank you.
Steven Woodgate
SMB Social Media Community Manager, Microsoft
a-stwoo@microsoft.com / @MicrosoftSB
Olivier Choron
CEO and Founder, purechannelapps
olivierc@purechannelapps.com
+44 (0)7876 472 461 / @purechannelapps
http://purechannelapps.com/uploads/infographic_socialondemand_PCA.pdf

Webinar: Microsoft Case Study, with Olivier Choron from purechannelapps, Steven Woodgate from Microsoft, and Mitchell Feldman from Cloudamour

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Webinar: Microsoft Case Study, with Olivier Choron from purechannelapps, Steven Woodgate from Microsoft, and Mitchell Feldman from Cloudamour

Similaire à Webinar: Microsoft Case Study, with Olivier Choron from purechannelapps, Steven Woodgate from Microsoft, and Mitchell Feldman from Cloudamour (20)

Dernier

Dernier (20)

Webinar: Microsoft Case Study, with Olivier Choron from purechannelapps, Steven Woodgate from Microsoft, and Mitchell Feldman from Cloudamour