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Microsoft: Little Moments, Big Moments — Live from BlogWell

Coverage of this session by Marla Schulman of DvinIdeas. Connect with her by and following her on Twitter.

3:50 —’s Erin McDaniel introduces Microsoft’s Senior MarComm Manager, Rob Wolf, and Senior Marketing Manager, Windows Social Media, Jessica Jensen.

3:51 — Rob Wolf tries to tell a cross-company story about all the products. He’s going to talk about how to come up with content every day because you want to always be posting.

3:53 — Rob: Time to Make Donuts. Every day I feel pressure to come up with new fresh content on our pages. This means 2-3 new posts and 20 Tweets per day.

3:55 — If you’re not going to keep your content fresh, you’re going to miss out on opportunities. With Facebook, Edgerank is going to hide your stuff so if you don’t post often on Facebook no one is going to see it. A Facebook post life is about 2.5 hours — after that half of the engagement happens in the first half.

3:56 — Rob: Posting multiple times on Facebook is important to build followers, so when you have big event they know to come.

On Twitter, it’s different because it posts everything. Rob says: “Most people will miss most things.”

3:58 — Rob: First Rule: Always post fresh content. Make new “donuts” daily.

3:59 — Rob also says to know your voice: What are the attributes you want to be known for?

So what do we post about? The big things are trivia, open-ended questions, captions, etc.

4:01 — Rob: Sweat the details: Is the content crisp? Are the photos high resolution? Little things do make a difference. Everything that is text-based that’s not a video we make a graphic or use a photo — people do notice.

4:03 — Rob: Let others carry the torch for you. When somebody else tweets on our behalf it’s much better and we can RT and AMPLIFY it to our followers. You can do a favor to the one who tweeted you by offering your audience — it’s a win-win situation.

4:05 — Rob says events are content bonanzas. Example: We rented out country of Lichtenstein (for real on AirBnB) — it’s important to hire a good photographer for good photos.

4:07 — Rob: Throw a curve ball. Sometimes play with something that the audience doesn’t expect.

4:08 — When you have BIG news say it…and then get out of the way. Let the content speak for itself.

4:09 — Jessica Jansen talks about WINDOWS launch specifically and the job at hand….Where we were: Fragmentation and Choas (161 rogue accounts and 56 subsidiaries). We had multiple audience perspectives, no centralized analytics, and it was unclear what our social media objectives were.

4:11 — Jessica: Started to build structure and governance, so we evolved.  We started on Facebook: one official Windows Facebook, one analytics dashboard, 1 set of KPI’s, 1 publishing platform, 1 global publishing calendar, and 1 playbook that everyone goes by. So after 18 months we were ready to launch WINDOWS in 50 countries and 4 apps on Facebook.

4:13 — Jessica: And now the WINDOWS community is healthier than it’s ever been — it is second only to Walmart.

But next, Pinterest strategy, syncing with paid media.


Q: How do you keep all the posting among all groups “straight?”

A: Rob and Jessica: We keep separate editorial calendars and coordinate so we done start over each other. More imp to avoid “mid-air” collisions on bigger initiatives.

Q: How do you get to the optimal amount of posts on Facebook and Twitter?

A: Rob: We continue to push until we feel that what we are posting is not interesting and then we stop.

Jessica adds that she coordinates between all countries, builds relationships, tries to help them use what works without pushing, so over time it starts to fuel itself (they had 4 phases of 10 -12 each countries).

Q: How do you use video?

A: Rob: We upload to YouTube and post to Facebook — commonly when Press wants/needs video they’re used to taking from YouTube.

Q: How do balance tooting your own horn in your posts?

A: Jessica:Balance, it’s okay to tout achievements but 2/3′s to 3/4′s should be about other content.

Q: About the “fun” stuff — do you use same stuff on Facebook and Twitter?

A: Be appropriate, be aware of difference — no guarantee someone would see the photo with your post so it won’t make sense. Sometimes on Twitter the creative use of a hashtag doesn’t translate on Facebook.

Tip: Write it such a way so someone wants to RT it. As a global business we sometimes target U.S. only on Facebok for relevant content.

December 5, 2012 0 comments

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