Nestor J PortilloDirector, Community & Online SupportMicrosoft Corp@nportillo

Social Influence

Influencer management @ Microsoft

• Main attributes:− Community leadership− Accessible− Independency− Credibility− Engagement and span of

influence

Social Framework

Listen

Web

Tools

Insights ID

Triage

VOC Process

Engage

Create/Include or Improve

Innovation

Telemetry

Influencer Programs

Users

Dir

ect

Lis

ten

ing

Microsoft Property

Adaptation from TSIA Social Media Model

LIFETIME LOYALTY

Enables the Ongoing RelationshipAllows for ad-hoc campaign-based touch points

Lower Customer Acquisition and Retention SpendCosts significantly reduced vs. traditional marketing (10-30%)

Faster Time-to-Market Quick brand positioning (or repositioning) to reflect market sentiment

Increased Efficiencies of ScaleInexpensive and easy to provide campaign support and test alternate strategies

360-Degree Customer Touch- Authentic- 24/7 & Flexible- Adds Tangible Value

Perceived Value

Customer

Employees

Efficiency (Cheap, Fast operations)Experience (Accuracy, Effort, Time)

Process

Satisfaction

End-to-End Experience, Efficiency, Effort and Engagement Indexes

Agility/Scale Readines

sLoyalty

Performance

New Approach: From Metrics to Experience

ExampleR

each

Engagement

Federation & Syndication

• SEO/SEM• Social Networks• Partners• 3rd Party Websites• Forums• Influencer’s Blogs

• Listen to Social Media and identify customer’s insights

• Gather Community feedback from MVPs & MCCs, etc

• Collect customer feedback

Feedback

High Reach and high

Engagement or Success

Example

10

20

30

40

Average monthly answers per

awardee

6 Months Awardees

Six months prior

1 month after

2 months after

3 months after

21.38

27.6

+29% 24.0+13%

24.0+14%

Answers generated by Awardees

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