“By working with Projectline, we extend our marketing capabilities. We are more impactful in our events, because (Projectline is) an extension of our team.” Digital Marketing Manager, Startup Business Group

Microsoft Startup Business Group: Social Media

Situation: With social media now a vital part of any successful marketing program, the Startup Business Group at Microsoft knew it was time to fully engage in social media to drive adoption of two of its products, Microsoft Tag and Microsoft Hohm. The Digital Marketing Manager was already fostering a customer community in some web spaces, but a stronger and more strategic online presence was critical for creating the kind of customer interaction that would influence the products’ success. The group required a resource with the social media savvy to produce and promote creative video content, and to use it for engaging the online community.

Solution: Projectline’s proven strengths in creative customer engagement offered the expertise to successfully navigate the ever-changing landscape of social media. Projectline consultants, with their deep knowledge of digital marketing, established a strategy for leveraging social networking sites like Twitter, Facebook, Flickr, and YouTube in order to create honest, valuable customer relationships. The Projectline team produced videos and cultivated forums for customer connection, overseeing and responding to feedback among bloggers, startups, and other users. At trade shows, the Projectline team gave dynamic product demonstrations, using social media to promote contests and giveaways, and to gather actionable data based on the influential conversations taking place online.

Benefit: With Projectline consultants entirely devoted to the online presence of Microsoft Tag and Microsoft Hohm, the Startup Business Group has a continuous pulse on the stream of customer voices, enabling real-time interaction and the feedback necessary for product enhancements. By entrusting Projectline with the management of online communities and the development of creative content, the Digital Marketing Manager’s efforts are multiplied, achieving measurable results and ongoing product adoption success.

Results:

• Consistent development of creative content used to engage customers
• Actionable data taken from customer conversations
• Dynamic presence at Web 2.0 Expo and other trade show events; providing product demonstrations and creating customer interaction through contests and giveaways

In our client’s words: “All the people inside Projectline are very dynamic, very up-to-date; it’s like working with friends.”