Social ROI? Case Study Microsoft Windows7
Sometimes I get confused about the discussions on ROI of social media. This industry is so very young, but we have already seen so many awesome cases. Here’s some social ROI that might interest CMO’s. Microsoft Windows7: from mindshare to heartshare…
What we like about this social program? That Microsoft listened and changed it’s approach on the Windows7 introduction completely compared to it’s Vista launch…
Other things we like about the DNA and approach: The actionable insights and ‘intel’ that were derived from a social monitoring benchmark, that was performed as strategic start. Listening and fans first, well that sounds a bit like: beyond advertising and towards smart marketing.
Also nice way of combining the traditional and the social world: the increase of the Net Promoter Score from 4 to 8 in one year, accomplished by the social marketing strategy. Could be called: tangible asset or some form of ROI, right?
Nice fact: bottom-up engagement strategy seems to work as well. TV is nice, but some brands seem to survive without it every now and then, I guess.
With no TV, no Radio, no Print and just 10% of the total Vista budget the aided awareness, consideration and preference of Windows 7 doubled, while trial, purchase, use and advocacy tripled. Could be called ROI?
Maybe, some CMO’s still need to discover their Social VSPOT first, in order to meet a ‘social ROI’ that they know, and is in their marketing comfort zone.
‘Pulling them gently through the funnel’, sounds like a VSPOT that could give ROI satisfaction.