In other words, yes you can drive

B2B sales via social media – if

you have a strategy.

20 DEALS IN 90 DAYSBPOS Community Driven Marketing Pilot

WAS IT ONLY A PRINTING PRESS?

Tools vs. Implications

“I know there’s a new world coming, but I’m concerned that Microsoft isn’t

as ready as we could be…”

Something Was Concerning Joelle

The Task

Partners

Build a Program Around Partners That:

• Helps us learn where we’re falling short

• Helps partners market via social media

WHAT TODAY IS ABOUT

1 Program Results

2 How We Did It

3 The Gap Between What MS Offers and What Partners Need

STEPHEN COVEY SAYS…Program Results

Start with the end in mind.

Total BPOS Sales

0

5

10

15

20

25

30

35

40

Jan June

12

37

208%

0

50

100

150

200

250

300

BPOS Pipeline Opportunities

27

247

Jan June

815%

New Customers

0

5

10

15

20

25

Jan June

9

20122%

% of Available Seats Migrated to BPOS

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Jan June

0.07%

3.95%

5543%

This was just to really

impress you!

Partner Generated Content

0

200

400

600

800

1000

1200

Jan June

250

960

Avg. 2 permalinks per partner

per day

JULIE ANDREWS SAYS…How We Did It

Let’s start at the very beginning.

Story of Cross-Team Collaboration

We Put the Call Out

40+ MS FTE’s Helped Spread the Word & Recruit

The Offer with Built In Accountability

We’ll Provide:

• 1:1, 1:Few Consulting• Build Marketing Plan

to Sell BPOS

In Return, You’ll:

• Have Homework• Be Graded• Have Grades Shared

Huge Demand for Help Meant…

Wide Variety of Partners Selected

Marketing

Referral Based (2)

Event Marketing(5)

Dedicated Marketing (2)

Employees

1-5(1)

6-10(2)

11-49(3)

50-99(1)

>1000(1)

Partner Level

Gold(5)

Certified(3)

Registered(1)

Specialized in 9 Different Vertical Markets

Put Them Through Boot Camp

1 Educate them on how marketing is different today

2 Break them of their bad marketing habits

3 Instill new habits for successful marketing

#1: It’s an Attention Economy

#2: Power of Permission

#3: Ridiculous Reach of the Individual

Provide Necessary Survival Elements

1 Be “Remarkable”

2 Be a Good Storyteller

3 Build a Communitythat Cares

Community Driven Marketing

Identify Cultivate Activate

Identify

1 Set Criteria for Raving Fans

2 Use Tools to Listen

Cultivate

1 Be a Content Curator

2 Connect Like-Minded People

YOGI BERRA SAYS…Final Projects Require Strategic Frameworks

If you don't know where you are going, you

will wind up somewhere else.

What the Partners Actually Did

Tell a Great Story

Helped customer move from Google

to Exchange Online in 4 hours!

Here’s the Video: http://bit.ly/aILDu1

Be Helpful to Earn Trust… and Close Deals

“I’d certainly cite this sale as an example of a

connection made ‘virtually’ that then

went on to be a real-world connection and

subsequent sale.”

90 Days = 9 Posts = 7,018 Visitors

LinkedIn-Based Power Connecting

Event 1 Event 2 Event 30%

10%

20%

30%

40%

50%

60%

70%

80%

Increased Turnout for Events

1465

28

Smart Tweeting

Attributes Tweets as critical support to pipeline: 14 deals worth $3.4 mm

“I was excited (and shocked) that it

generated a whole new level of marketing-sales

alignment. My sales guys are actually asking

me about Online Services and how they

can sell them now.”

“Curated” the BPOS Offer

50% of deals closed via new landing page.

ALBERT EINSTEIN SAYS…Some of What the Partners Learned

We can’t solve problems by using the same thinking we used when we

created them.

K.I.S.S.

“Hey, “The Cloud” is coming!”

vs.

Focus on People and Relationships

vs.

Servicing Boxes(Short-Term)

Servicing People(Long-Term)

Quality vs. Quantity

QUALITY

QUANTITY

QUANTITY

QUANTITY

“The old models of more, more, more

people to get reach are outdated. Sure,

you need to grow, but having the RIGHT people is better.”

Other Things Learned

The Importance of “NSM”

Pete’s Pub Test Perpetual Beta, As an

Approach

PETER DRUCKER SAYS…Now, Let’s Talk About the Gaps

Efficiency is doing

things right; effectiveness is doing the right things.

Gap Analysis

Community Sourced Effort to Address Gaps

BPOS-CDM Community-Created Prototype Video

Desirability

Viability Feasibility

SOLUTIONS

DISCUSSION TOPICSCreating Balanced Solutions

VALUE OF COMMUNITY

Already in Action

Desirability

Viability Feasibility

SOLUTIONS

How to “soundbyte-ify” content so that it can be quickly leveraged and shared?

How to help partners become better storytellers (and how to help MSFT become better storytellers)?

How to turn content owns into community managers?

How to foster accountable partner communities?

Desirability

Viability Feasibility

SOLUTIONS

How to inject “remarkability” into the partner experience center?

How to provide ongoing support for partners as “canaries in the coal mine?”

How to provide ongoing support for pilot partners as community managers?

How to create a marketing culture at MSFT that can rapidly and with agility respond to opportunities?

Desirability

Viability Feasibility

SOLUTIONS

How to help MS marketers engage in a more “social” way with partners and help partners do the same with customers?

How to use the tools of social media to get more clarity for MS and for partners?

jer979@neverstopmarketing.com

Twitter: @jer979

Linkedin.com/in/jer979

www.neverstopmarketing.com

A big thanks to Dharmesh,

Joelle, Jennifer &

Charl for this opportunity!

• How to “soundbyte-ify” content so that it can be quickly leveraged and shared?

• How to help partners become better storytellers (and how to help MSFT become better storytellers)?

• How to turn content owns into community managers?

• How to foster accountable partner communities?

• How to inject “remarkability” into the partner experience center?

• How to provide ongoing support for pilot partners as community managers?

• How to provide ongoing support for partners as “canaries in the coal mine?”

• How to create a marketing culture at MSFT that can rapidly and with agility respond to opportunities?

• How to help MS marketers engage in a more “social” way with partners and help partners do the same with customers?

• How to use the tools of social media to get more clarity for MS and for partners?