Group Search Manager, Microsoft

Colm Bracken

@colmbracken

2

Social is Searchable.

3 http://advertising.microsoft.com/uk/search-social-media-report

What makes a great

marketing strategy?

Today’s advertisers are faced with a very

real challenge: How to use Social Media

effectively as part of their marketing strategy.

Many are successful by building a clear path that

achieves specific Social Media actions. They:

• Start with traditional and digital advertising

that works together

• Execute their digital strategy through websites,

rich media, and other interactive tools

• Blur the lines between paying to get their

message out and using consumers to promote

their brand

At Microsoft Advertising, we live and breathe this

every day, and can help with each step.

4

5

You’re on Facebook.

What’s next?

While fan pages can add value to your

existing efforts, it takes more than a

Facebook page and a Twitter account

to start a powerful conversation.

6

Social Media is more

than the sum of its parts.

We see Social Media strategy as being

comprised of three different components.

Paid media: Advertising as you know it.

Owned media: A channel you create

and control, from your website to your

Facebook® fan page, or your

WindowsLive™, YouTube™ or

Twitter accounts.

Earned media: Getting people to talk

about your brand and share your

content, providing free and trusted word-of-

mouth publicity.

7

The right mix drives

engagement.

When paid, owned, and earned media are

used together as part of a well-planned

digital marketing strategy, they become an

impactful way to create awareness and

drive engagement.

8

9

11

Social Media isn’t one

size fits all.

Together, paid, owned, and earned media

are a powerful way to achieve specific

Social Media actions.

At Microsoft Advertising, we can help tailor

a winning strategy.

Our Rich Media Social Features, tools, and

websites fuel the conversation, and drive

consumers to be the voice of your brand.