1. Microsoft Confidential

2. Everyone’s an expert in social media No one is an expert in social media Marketing and Customer Service/Support are becoming inseparable Marketing is campaign-based and Customer Service/Support is ongoing Sentiment is HARD…and often wrong It takes courage to get started and keep going Treat people equally no matter their status (learned by benchmarking thankfully) Text analytics is the future Social Media looks like RISK to senior leaders and looks like OPPORTUNITY to the rest of us 2

3. or Joy?

4. “Customer Service Meets Social Media” RightNow, 2009 Once you Listen, you’ll want to Engage. There’s no separating Listening & Engagement In terms of Engagement… Don’t dip your toe in the water if you’re not willing to get pulled in all the way!

5. 5 Twitter results via search.twitter.com

6. Listening Engagement Internal Tools Example Tools

7. Proportions for illustration only

8. 8

9. 9

10. Return on Community: Social Engagement through Influencers Nestor J Portillo Director, Community and Online Support (@nportillo)

11. Influencers are independent experts who… Structured Process Magnify the voice of the customers Catalyze conversations, changes and innovations Provide feedback, advocate for products and support customers Global Strategy, Local Engagement

12. Connector Amplifies conversations and Word of Mouth Connector Amplifies conversations and Word of Mouth Critic Provides feedback, ideas and insights Critic Provides feedback, ideas and insights Creator Answers questions, creates new content Creator Answers questions, creates new content Collector Organizes. Tags, rates, ranks and moderates Collector Organizes. Tags, rates, ranks and moderates Collector Pre-Release Release Post-Release Innovation Reach & Loyalty Measure Enable + + Listen = = + + Status = = + + Tools = = + + = = Access Segment Content /Experience

13. “There is nothing comparable on the market. It is new, fresh. It’s just different.” - Windows Phone MVP “MVPs are among the top five world-class brand ambassadors” Mashable.com A Windows MVP consistently ranks on the New York Times “Bestseller’s” list A Japanese MVP wrote the 1 st book of Windows Azure in Japanese MSMVP Event: Bringing Exceptional Expertise to the Local Microsoft Store

14. Q&A 14

15. APPENDIX

16. Kodak Social Media Tips: http://www.kodak.com/US/images/en/corp/aboutK odak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf http://www.kodak.com/US/images/en/corp/aboutK odak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf RightNow-- Customer Service meets social media http://www.rightnow.com/files/whitepapers/RightN ow-Social-Contact-Center-White-Paper.pdf http://www.rightnow.com/files/whitepapers/RightN ow-Social-Contact-Center-White-Paper.pdf MicrosoftHelps on Twitter http://twitter.com/#!/microsofthelps http://twitter.com/#!/microsofthelps PCWorld “Tech Support goes Social” (article) http://www.pcworld.com/article/224336- 2/tech_support_goes_social.html http://www.pcworld.com/article/224336- 2/tech_support_goes_social.html 16

17. Data ‘source’ Product icons “Offering” Language and Translatio n