A recent study shows that approximately two-thirds of advertisers used a marketing strategy that included social media marketing in 2009. Today, organizations are increasingly using social media like Facebook to market products and services; however, many organizations are struggling to understand how to implement social media as part of an integrated marketing strategy.
How Microsoft Used Social Media in Marketing Windows 7
Just as Windows Vista was released, Microsoft‘s marketing strategy for Windows 7 focused on social media as a key aspect. This social media marketing strategy centered around the following three main objectives: 1). Product improvement; 2). Communication; and 3). Product advertising.
Product Improvement – The development of Windows 7 relied primarily on a pull strategy whereas improvements to the operating system were driven by customer suggestions and not by the company’s design team. To pull these suggestions from customers, Microsoft used social media like Facebook and company sponsored discussions of Vista as part of the feedback loop. Rather than defending Window’s Vista or ignoring customer complaints, Microsoft empowered customers to help create a better Windows product. This technique helped Microsoft turn critics of Windows Vista into stakeholders of Windows 7.
Communication –Blogs, discussions groups, and Twitter were used to provide continuing updates to the company’s followers during the development process for Windows 7. By providing frequent updates, Microsoft was able to build hype for Windows 7 among technology innovators. By increasing excitement of the innovators segment, Microsoft was able to encourage this segment act as brand ambassadors, willing to use their own social networks to pitch Windows 7 to early adopters. This led to an increased adoption rate of Windows 7.
Product Advertising – Once Windows 7 was tested and read for public release, Microsoft started an all out social media blitz as part of an integrated marketing strategy using both online and offline marketing. For example, customer profiles and product demonstrations were posted on YouTube. Additionally, Facebook, Twitter, and blogs were used to encourage innovators to host Windows 7 launch parties where innovators pushed Windows 7 to their social networks. This social media marketing plan, which was coupled with offline public relations and advertising campaigns, helped Microsoft raise awareness and goodwill for Windows 7.
Lessons from Microsoft’s Social Media Marketing
Microsoft leveraged some of the major strengths of social media in marketing Windows 7. By analyzing Microsoft’s social media marketing, it is possible to identify tips that can be used by any organization wishing to use social media marketing.
Define the Customer – Just creating a company page on Facebook or a Twitter account does not guarantee customers will follow it. In marketing Windows 7, Microsoft knew who and where their customers were. Matching customers to the social medium they most likely use is essential to creating a dedicated following.
Define a Focused Strategy – Microsoft used social media to focus on three major objectives. Social media is not a silver bullet that will cure all marketing woes; however, organizations can effectively implement social media to augment an offline marketing strategy by narrowly defining a social media strategy and by defining measures to assess success or failure of that strategy.
Leverage the Strength of Social Media – The greatest strength of Social media is in facilitating communication. Microsoft’s social media marketing focused on two-way communication between the organization and the customers. Once information was communicated, customers then used social networks and word-of- mouth to inform others. Providing good and relevant information that is demanded by customers and engaging in a two-way communication (hearing as much as talking) are essential parts of social media marketing.
Give Up Control – One of the biggest mistakes organizations make when participating in social media is trying to control or define the organization’s ideal image. Since social media is used primarily for enhancing personal connections between people, organizations that use social media to push an image, product, or service in these networks will likely be rejected. Microsoft’s use of social media to better understand customer wants demonstrates the optimal use of social media marketing.
Focus on the Opinion Leaders – Microsoft used social media to reach product innovators and early adopters. By asking these opinion leaders to help create Windows 7, Microsoft was able to create an army of influential brand ambassadors ready to convince others to purchase Windows 7. This shows how identifying and segmenting markets by buying behavior can help marketers reach the most influential customers. Additionally this demonstrates that by empowering customers, stakeholders for a product or service can be born.
Social media can be an effective tool used as part of an overall marketing campaign for products and services. Allowing customers to voice their opinions and to participate in an organization’s online life will lead to success in social media marketing campaigns.
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