Software giant Microsoft launches dozens of products and services every year.
Using partnerships and social media, Microsoft connected specifically with women business owners – a key audience group.
#1: A Peek Into Business Owners’ Minds
Ahead of the campaign, the team needed to understand what was on the minds of women in business. Microsoft decided to partner with 85 Broads, a nationwide network of women executives and business owners. With a regular blog for Forbes.com, the organization brought valuable connections and a high profile.
#2: A Packed Editorial Calendar
With insight from the survey, Microsoft built a high-volume editorial calendar with a content mix from 80 percent women in business and 20 percent Microsoft authors.
#3: Rich Content, Shared via Social
That rich content gave Microsoft attractive, high-value posts for the company’s Facebook, Twitter and LinkedIn pages.
Read more on Microsoft’s use of social media for this product launch at socialmediaexaminer.
Tags: blogger relationship, Case study, content curator, microsoft
