Microsoft Connect Offers a Seamless Social Experience - Event Marketer

Microsoft Connect Offers a Seamless Social Experience

DB_Microsoft1_2013 ETA
Brand: MICROSOFT
Awards: EVENT TECHNOLOGY AWARDS — BEST OVERALL USE OF SOCIAL MEDIA (B-TO-B)
Year: 2013

Microsoft’s Worldwide Partner Conference 2013 built social media into every aspect of the attendee event experience. Its goals for social media were to create a customizable, integrated social experience and a seamless interaction between the online and in-person event experience. The resulting campaign leveraged Facebook, Twitter, blogging, a custom social platform called Connect, a mobile app, gamification and other technologies to create a social media conversation that was a natural extension of the activity and behaviors that partners were already engaged in at the conference, not an interruption.

The campaign leveraged Sprinklr, a social media management tool, to pre-schedule messages, monitor conversations and promptly respond to messages with real-time conversation. A “live wall” displayed on nine screens showed images from the event and dynamic search results for real-time conversations, building awareness of social media and drawing in more participants. The WPC Connect platform offered a social hub of shareable content, discussion boards, partner-to-partner messaging and networking tools, and created a community that can continue as a place for building relationships throughout the year. A mobile app allowed attendees to gain access to this community on any mobile device.

The results showed that attendees used Connect: 97 percent of registered Microsoft attendees created a login; 75,000+ sessions were scheduled using the scheduler tool. The mobile app was opened more than 89,000 times, and the Sprinklr/Live Wall was impossible to ignore: event hashtags, Twitter retweets, mentions, Facebook, all saw increases.

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