- getting to grips with local languages,
- how to implement solutions proactively.
- social bookmarking (reddit, Digg, delicious, etc.) had to be established in order to filter and determine whether blogs and what blogs were influential,
- some useful tools had to be established to analyse conversations and analyse trends: sentiment analysis for PR marketing, targeting influencers, and pinpointing famous developers' sites for instance. These tools were also useful in order to determine what were the key leading sites,
- The flagging of who were the influencing social media users, and then the creation of a programme to engage with these bloggers physically. This worldwide programme is entitled "Microsoft MVP" (most valuable professionals). It was set in place in order to recognise the efforts which are produced by these people, a specific logo/badge was designed for these particular sites, and dedicated extranets were set up for them with special access. These people were particularly important because as Nestor described: "they are the voice of the community and they speak their language. And they also speak the end user language". "Our main challenge is how fast we can localise our software" and this is why the programme is global. According to Nestor, this programme has wide industry recognition as well. This programme didn't start with social media however, it was launched 15 years ago and began with forums and then moved into social media.
- the community will self regulate. The best moderator is the community itself
- reputation is everything ("three years of communication is analysed before membership is granted")
- one rule only at Microsoft is in force and it is "blog smart" (beyond policy, this was instrumental in self policing members),
- evangelism is something we don't do. In technical markets all you'll get is backfiring. So Microsoft "doesn't use social media to evangelise". "Sometimes the feedback that you get online is very hard", Nestor Portillo added.
- you have to set expectations very clear and reasonably
- you have to think in advance about how you will be "closing the loop")
- We measure results with regard to the number of feedback we have received which has led to fix.
- We also measure the content which has been created.
- (Not much more can be said because of confidentiality)
I specialize in information systems, HighTech marketing and Web marketing. I am author and contributor to numerous books and the CEO of Visionary Marketing. As such, I contribute regularly on this blog for Orange Business Services account on cloud computing and cloud storage topics.