Windows Live

Increase preference and broaden usage of the Windows product suite.

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.