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