This document discusses how Microsoft leverages social media to engage business-to-business (B2B) customers. It provides data on social media usage patterns among B2B customers in the UK, France and Germany. The key findings are that B2B customers in these countries increasingly value online content and want to share knowledge and learn from others. They also participate actively in IT forums. However, social media strategies for B2B require careful planning, clear objectives, governance, and measuring impact on business outcomes. Integrating social, digital and traditional functions is important for effective B2B engagement.

1. Social B2B How Microsoft leverages social to engage B2B Jeannette Liendo Corporate Marketing Microsoft

2. Agenda Media Now Customers Today Microsoft Practice

3. 3 Billion Reached

4. CSS “Listening System” What We Heard: 10 M beta testers 6.5 M blog posts 250 K tweets 7 K pre-sales calls What We Changed: 108 design changes 40 K solutions shared 12 M page views: 80% customer questions resolved peer-to-peer

5. media now

6. State of Media Industry Spend down Aggregate traditional $ not back to ’08 levels Consumption up Digital shift: Reach traded in for opt in engagements Content contextualized & personalized

7. Social Media Defined Social Sites 2.0 customers conversation ‘Engines’: Requires resources. Reward is loyalty. Media Sharing Blogging Forums Micro Blogging Search

8. B2B Social Media What Works What Doesn’t Stand alone tactics, even if they are free/cheap Lack of Exec Commitment: B2B 30%* harder Underestimate resources, training -> governance Engagement doesn’t end with campaign -> CRM Not measuring against specific business outcomes Base strategy on customerinsights ‘Social’ B2B value prop key: ID and target Influencers Plan carefully – clarify objectives, measurement Stimulate participation, Engage selectively Integrate with traditional, digital & other functions Source: eMarketer May 2010.

10. Customers today

11. UK over indexes on social networking France over indexes on Blogging Source: Forrester’s ECTAS Media, Marketing, and Retail Study Survey

13. UK B2B Values Online Penetration 53% 22% 25% 53% 33% 35% 27% 25% 22% 43% 22% 31% 29% 39% 31% 59% 53% 55% 31% 22% 25% 14% Source: UM Wave 5 2010, Active Internet Users, UK 1029, B2B UK Audience 49

14. UK B2B Influenced Online Penetration 55% 61% 57% 35% 35% 55% 37% 37% 33% 57% 31% 35% 33% 49% 74% 39% 31% 41% 59% 53% 65% 45% 47% 35% 35% 29% 29% 31% 31% 35% Source: UM Wave 5 2010, Active Internet Users, UK 1029, B2B UK Audience 49

15. UK B2B (SW) Customers want.. 43% 35% 35% 69% 42% 57% 66% 28% 34% Source: UM Wave 5 2010, Active Internet Users, B2B (UK &US) Audience 199, B2B Content Creators (UK & US) 65

16. Over index in IT Forum Participation 21% 21% 13% 11% 8% 8% 11% 13% 11% 3% 3% 5% 5% 5% 3% 5% 5% 3% 3% Source: UM Wave 5 2010, Active Internet Users, UK 1029, B2B UK Audience 49

17. UK B2B Community Dynamics Source: UM Wave 5 2010, Active Internet Users, UK 1029, B2B UK Audience 49

19. B2B value opinion over branding Penetration 40% 42% 37% 48% 27% 23% 25% 39% 58% 71% 29% 37% 33% 60% 12% 21% 17% 10% 8% 8% 8% 8% 14% Source: UM Wave 5 2010, Active Internet Users, France 1025, B2B France Audience 52

20. FR B2B state less influence Penetration 69% 60% 35% 31% 40% 33% 21% 31% 21% 23% 29% 27% 19% 15% 15% 31% 15% 13% 23% 12% 12% 14% 21% 14% 13% 10% 8% 10% 8% 8% Source: UM Wave 5 2010, Active Internet Users, France 1025, B2B France Audience 52

21. They want to develop and talk with others Penetration 64% 31% 60% 27% 18% 38% 18% 24% 31% 13% Source: UM Wave 5 2010, Active Internet Users, France 1025, B2B France Audience 52

22. Over index in IT Forum Participation Penetration 41% 16% 9% 25% 11% 9% 9% 9% 7% 2% 7% 9% 5% 5% 5% 2% 5% 0% 0% Source: UM Wave 5 2010, Active Internet Users, France 1025, B2B France Audience 52

23. France B2B Community Dynamics Source: UM Wave 5 2010, Active Internet Users, France 1025, B2B France Audience 52

25. German B2B value online content Penetration 31% 31% 21% 21% 26% 21% 36% 23% 33% 15% 23% 15% 64% 21% 31% 15% 10% 13% 44% 15% 10% 31% 14% Source: UM Wave 5 2010, Active Internet Users, Germany 1015, B2B Germany Audience 39

26. Are Influenced by Online Adverts Penetration 18% 18% 15% 15% 18% 15% 15% 31% 15% 15% 15% 26% 31% 13% 23% 28% 51% 59% 13% 13% 18% 23% 18% 26% 28% 21% 13% 18% 10% 15% Source: UM Wave 5 2010, Active Internet Users, Germany 1015, B2B Germany Audience 39

27. They Want to Share & Learn 52% 26% 39% 52% 23% 19% 45% 13% 19% 19% Source: UM Wave 5 2010, Active Internet Users, Germany 1015, B2B Germany Audience 39

28. Over index in IT Forum Participation Penetration 43% 14% 39% 14% 7% 18% 11% 11% 7% 11% 7% 7% 4% 4% 4% 0% 0% 0% 0% Source: UM Wave 5 2010, Active Internet Users, Germany 1015, B2B Germany Audience 39

29. German B2B Community Dynamics Source: UM Wave 5 2010, Active Internet Users, Germany 1015, B2B Germany Audience 39

30. jliendo@microsoft.com