BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit http://gaspedal.com/blogwell/ In his BlogWell New York case study presentation, "Listening in the Social Media Era," Worldwide Director of Microsoft Community Support Services Nestor Portillo describes how you can capture the voice of your customers and incorporate it into your product or service by engaging influences and using social media analytical tools. Companies like Microsoft are using the voice of the customer to innovate products and services, identify broad and high impact problems, and deflect support costs by proactively posting relevant, easy-to-discover content. Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell

1. How Big Companies Use Social Media
New York City | April 29, 2009
Nestor Portillo
Microsoft
“Listening in the Social Media Era”

2. Listening in the Social
Media Era
Nestor J. Portillo
nportill@microsoft.com
Director, Community & Online Support
Microsoft Corporation

3. Operating Environment
Hundreds of Community Environment
products (HW & SW)
Diverse set of usage Thousands owned
scenarios newsgroups Social Media Environment
Direct presence in Thousands owned
forums 5,000+ hosted blogs
80+ countries
10+ major audience Twitter
70+ languages
websites Facebook
1+ Billion PCs In Use
Worldwide and Thousands fully Tagging
estimated of 2 Billion profiled influencers Social reputation
Units by 2014 (*) Diverse set of programs (e.g.: MVP,
partners worldwide RD, Insider, etc)
(*) Source Gartner Group (http://www.gartner.com/it/page.jsp?id=703807 )

5. Video Transparency
Blogs Folksonomies
Podcasts
The Long Tail
Newsgroups Avatars
Social Sites
Co-creation
Forums Outside in
Innovation
Wikis Mash-ups

6. Process Tools
People

7. Microsoft Properties
Bugs / Feedback Product
Group Database
Triage
WEB Social Media Sentiment Audience
Tone Analysis or PR
Influence Who Influencer
Community
Where Analysis ID Process
Inventory
Non Microsoft Properties

8. X MM
Developers
Identify
Reach
Z MM
Consumers
Y MM
IT Pros

9. Influencer Program (MVP)
VOTC & Community Pulse Web / Social Media
Pre Post
Release Release Release Opportunity Mgmt Corp/PG/Subs
Product lifecycle Relationship Mgmt MVPs / Field & PGs
Influencer ID Nominees/Candidates
Community ID MS & other Communities
Identify and motivate influencer’s
engagement

10. Ensure Customer need
is met & controlled
Resolve issues and deliver
desired outcomes
Sustainable &
Issues and problems, Measurable Results
reactively and proactively Linked to the Scorecard
Identify the required actions
from voice of the customer
Determine Customer Need

11. Customer

12. “Jesper is certainly earning his
Microsoft Most Valuable Professional
award this year. In a frequently updated
blog post, he has been offering
invaluable information for people having
problems with Windows XP Service
Pack 3.”

14. Q&A

15. © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents
the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information
provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

16. How Big Companies Use Social Media
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