“[Google‟s] efforts feel minimal compared with Bing. I really enjoyed using it…”

Walt Mossberg

I‟ve been fighting my Google Habit and comparing Bing to Google. Sometimes Bing gets beat, but sometimes Google does, too.

Danny Sullivan

Super impressed with Bing – MSFT took search from a 2 to an 8 „overnight‟.

From the Twitter Feeds

Imprecise Results Refinements Lengthy Tasks

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An emotional connection to the brand drives more engaged product usage.

Traditional Advertising

TV Online Print Out of Home Radio Cinema

Word Of Mouth/ Relationship Marketing

Talking to friends/family/co-workers Blogs Social Community Sites Video-Sharing Sites E-mail from the company

40%

28%

Emotional Proximity to Brand

Did not sense Brand through traditional

advertising or World of Mouth/RM

7%

Emotional Proximity to Brand

Emotional Proximity to Brand

Social Media Channels drive 4x product use.

Grow organically and via direct engagement. Our aim was to build a fanbase that will be engaged not only in the published content and conversation, but also give us more of an opportunity to listen. The FarmVille audience reaches many of our key target audiences including moms. We figured out how to fund the opportunity on a cost-per-engagement basis.

Not a gang sign.

Personality Rules

www.behindbing.com

http://www.youtube.com/bing#p/u/75/Fnb_tMRlHwQ

Online Advertising • integration, display

Mobile • Bing App

Events

TV w/ specific tags • Spots

Print • Integration via pages

Radio • DJ Reads • Testimonials

OOH • Decision points

Social Media

SEM

Branded Entertainment • TV, Online

PR

Influencers

Guerilla • Value focus

Email

Partnership • CPG, Tech, Social

Advocacy

Embargoes Social Media Fail

“The difference between an audience and a community is which direction the chairs are

pointing” -- Chris Brogan