Strategy

• Identify and activate customer bloggers who are passionate about Windows and possess deep product knowledge.
• Engage them to create brand-building stories and syndicate their brand love across Microsoft’s social ecosystem.

Results

• Increased Web traffic by 30% via linkbacks from syndicated customer stories.
• Increased click-thrus of CRM assets when advocate stories were prominently featured.
• Drove content consumption on product pages through UGC.
• Increased product downloads.
• Provided feedback to the product team for Windows 7 launch.

ComBlu's Role

• Identified and recruited passionate Windows customers who were heavy content creators.
• Developed a solution to aggregate relevant user posts from any blog platform to a private community.
• Constructed a peer content rating system to support the syndication of high-quality content via RSS feeds.
• Built and implemented engagement road map and editorial calendar.
• Developed reputation management strategy to incentivize key behaviors and recognize high-performing community members.
• Provided voice of the customer for various marketing assets: product pages, newsletters, banner ads, email footers and social media sites.
• Tracked and analyzed community health and performance; developed and socialized monthly dashboard and recommended course of action.