Microsoft ExpertZone social media strategy

Content Creation for Techies and Retail Pros

Communications

MSM*

/ MSM

The challenge

The Microsoft ExpertZone platform informs retail pros and sales staff about Microsoft products and how to sell them. Microsoft GSA needed a brand-new social media approach to reach that audience and grow the ExpertZone community — but B2B topics rarely perform well on consumer platforms like Facebook and Instagram.

Our solution

We focused the ExpertZone's Facebook and Instagram channels on video content built specifically for the target group, reaching both retail pros and pro-consumers with formats designed to build interest in Microsoft products and in the ExpertZone community itself.

Over time, this grew a strong community of Microsoft pros who act as informal Microsoft influencers, staying closely connected to potential customers. That connection also gives Microsoft better insight into consumer needs and helps sharpen service at the point of sale.

Results

The results speak for themselves: from the start of the project, the social engagement rate rose to as high as 1.6%, up from 0.03% before MSM.digital took over — a roughly 50x increase. The revamped channels now do more than facilitate B2B communication; they host an active community of Microsoft enthusiasts who carry that passion through to consumers.

Facebook and Instagram can absolutely work for B2B topics. By focusing on video content that's genuinely relevant to the target group, we increased the engagement rate of our messages by a factor of 50.
Timo, Deputy Managing Director