Microsoft needed to drive customer registration and ongoing engagement with their social networking site—the Microsoft Dynamics Community portal. They asked Lionfish to develop a strategy that encourages customer participation in online opportunities to connect, share best practices, learn from others, blog, receive news and information, and participate in discussion forums.
||Excite and Entice:
Lionfish initiated a two-prong approach to stimulating the customer segment into action. First, we promoted the portal at the Microsoft Convergence customer/partner conference by featuring an opportunity for conference guests to "Cash In" on their connections and win a minute in a money booth! Next, we developed an engaging and creative online contest that drove traffic to the online portal.
||Encore! Encore! Microsoft was so impressed with the buzz created by our money booth that they decided to make it a "best practice" and introduce it at other conference events.
And with the action inspired by our online contest, we were able to increase the registered user base by over 330% in just four months!