Microsoft Corp. Presentation - BDI 7/20/11 The Social Customer Leadership Forum

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Presentation by: Bill Patterson, Product Planning and Strategic Lead, Microsoft Dynamics CRM, Microsoft Business Solutions Group, Microsoft Corp. www.bdionline.com

Business Technologie

Deconstructing your Social Strategy

Bill Patterson
CRM Strategy and Planning,

Microsoft Dynamics CRM

bpatter@microsoft.com

@bpatter

The Art of Deconstruction

Lettuce

Looking at the parts of a commonly
Eggs

accepted whole – and how they interact
Anchovy

with one another to deliver Dressing
a unique
experience. Nuts

Lettuce = Our Strategy

Formalize Engage across
Our Identity the Lifecycle

Make the
Scale through
dialog
Community
two-way

Eggs = Our Tools &
Experiences

Social Networks Video Engagement

Virtual Events Social Monitoring

Anchovies = Our Policies &
Procedures

Policies Procedures
• Give value first, get value • Marketing leads
over time. • Sales and Support scale
• Direction over Dictation • Product development
• Public trumps Private aligns

• Openness beats • Executives Contribute
Opaqueness

Dressing = Our People

• People form the basis of any social strategy, our
goal is to engage all personas:

Employees Advocates Adversaries

Plating = Measurement

Taste can be subjective, so too can your metrics

Yesterday’s metrics are no longer “in”

Experiences are key & can make or break
success

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