Engagement Framework Goal Grow community activity through consistent

Engagement Framework Goal: Grow community activity through consistent and valuable engagement to move members upstream toward Commenters/Producers/Curators Watchers Sharers Commenters Producers Curators 80% (US) 61% (US) 36% (US) 24% (US) <1% (US) Not engaged Passive Active Highly Engaged Hyper Engaged • Read blogs • Listen to podcasts • Watch videos • Twitter updates • You. Tube sharing • FB Like/Recommend • Trip Advisor review • Blog comment • Facebook Post • Writes a blog • Creates podcast/videos • Responds to audience • Moderates community • Polices forums • Manages Wikis Source: Charlene Li, Open Leadership (2010) Leverage Five Ps of social marketing to build effective strategies/tactics to achieve goal Place Purpose People Participation Promotion Source: Brian Solis, Engage (2010 ) • Understand the nuance & distribution of the network • Have a clear cause/value/intent you plan to bring to the conversation in the place • Get to know the existing community and the type of people you want to attract • Determine how you want to engage and the type of participation you expect from the people • Map your promotional content/outlets to fit the place, purpose and people

Engagement Framework Applied: Linked. In Primary Goal: Grow community and drive members to become Producers/Curators Secondary Goal: Shift conversations from break fix/how to towards discovery & usage Watchers Sharers Commenters Status: Currently Linked. In members watch, share and comment Place Purpose People Desired Participation Promotion Producers Curators Highly Engaged Hyper Engaged • Writes a blog • Creates podcast/videos • Responds to audience • Moderates community • Polices forums • Manages Wikis • Linked. In Office group/forum • Share insights on the value of Office as a premium business tool • Start/sustain conversations about how people use Office @work • Mostly small businesses and information workers interested in how to use the Apps more effectively 1 • Get people visiting/contributing/policing the forums • Organic conversations amongst the community members • Raise awareness of the forums as a place for value exchange between MSFT-community members • Showcase unique App use cases & UGC Engagement Tactics 2 Ask Give Ask for content Promote/syndicate across channels Ask for help moderating discussions Access to PMs/execs; Insider access Ask for “how I use App. X” stories Promote/syndicate; RLS potential