Microsoft Dynamics plans book

The right choice for a dynamic business.

Jane Johnsen, Julian Coltea, Kate Swanberg, Louis Klieger, Timothee Bouhour & Wenji Fu

Objectives Raise Dynamics brand awareness Convince large companies of 500+ employees that Dynamics is the right choice for their business

Research

Strengths

Integration - Works through Outlook - Integration with Sharepoint, Office suite - Easy login, can keep Dynamics on-site Cost - $30 cheaper than Salesforce Customized Installation - Installed according to preferences on all servers, through web browsers, mobile, etc.

Research

Weaknesses

Little awareness of Dynamics name Microsoft is viewed as an older brand Less tailored towards specific industry verticals Difficult to change CRM providers

Research

Opportunities

Grow Dynamics brand awareness Highly customizable solution

Threats Salesforce is well-known -Large advertising budget “Cloud� is becoming increasingly important

Decision Research Making Only 18% of corporate decisions made by CTO/CMO - More common for CTO/CMO to approve grassroots decisions made by employees Highly involved decision - Time to process information is crucial CRM provides the information you need to make a decision

Target Market

IT Director Late 20s to early 40s Business-minded - Future-proofing is important for technology professionals

Social Media Consumers Tech and business blogs

82% read updates from friends

Over 75% watch videos

Social Media Consumers

The “Big Idea”

IT Directors watch videos and share them on social networks

Strategies

Convince IT Directors via emotional channels that Dynamics is the best choice because it integrates seamlessly with their existing systems

Benefits End-User Benefits Simple integration with Outlook Familiar interface Add-ins for custom experience

Customer Benefits No teaching required Customizable for high user satisfaction Most cost-effective solution

Creative Digital video banner ad takeovers

Advertisements link to HTML5 microsite

Interactive HTML5 Microsite Immersive experience with integrated videos Interactivity lets you choose the path Links to social networks Collect e-mail addresses for future contact

Video Storyboard

Video Storyboard

Video Storyboard

The right choice for a dynamic business.

Media Plan Purchase paid search results on Google AdWords - Premium positioning in competitors’

search results

Two months of home page takeovers on sites that IT Directors frequent

Social Media Plan Merge duplicate Facebook pages Routinely post shareable articles, photos, and videos each morning

Increase activity on Microsoft Dynamics CRM groups

- Provide support to users

- Post content similar to Facebook

Maintain current activity

- Post relevant content 2-3 times daily Implement the hastag #DynamicsCRM

Weekly interviews of IT Directors at companies that use Dynamics Tracking Use Hootsuite to track analytics for social media outlets Use Facebook Analytics to show demographics, reach, and trends

Key Metrics

Web analytics data CTR for Facebook, YouTube, Twitter # of new subscribers Marketing e-mail listing

Thank you.