Social Audit
Our social audit for Microsoft Project revealed some key areas which weren’t being exploited by Microsoft in their marketing efforts. There was:
- A disconnect between the keywords which were being used in their current search activity and those industry terms which were seeing larger search volumes
- An excellent performance on branded search but Microsoft were invisible on generic search terms, which had much greater volume
From this research we identified the conversation topics and drivers, as well as the online venues where this activity was taking place. We uncovered the most active forums, social network groups and specialist communities discussing the product and the particular area which they focused on. This enabled Microsoft to target their message depending on the audience.
Threats and opportunities
From the foundations laid down by our research we made numerous recommendations to Microsoft all focusing on how to better place their product within the social media landscape. We established that:
- Dearth of product advocacy – share of voice for Microsoft was inverse to market dominance
- Passion around an emerging competitor signalled a threat which needed monitoring
Our work with Microsoft helped to focus their social media efforts to the areas in need, as well as increasing efficiency being able to target their message. This also enabled us to offer benchmarks upon which future activity could be assessed.
