SEER: marketing intelligence tool

Situation

In its preparation to beta launch the MSN Soapbox video-sharing platform, Microsoft realized that having a strong beta performance was crucial to success, since content would primarily be user-submitted. The problem: who to invite to testing and how to identify the strongest candidates.

Approach

Different affinity groups were identified, and SEER was used to build out ecosystems for them – people who shared content online in categories like DIY, music, video blogging and independent film. These sites were then categorized based in their influence in their particular topic, their overall site traffic and so on.

Outcome

A comprehensive beta “invite” plan was developed, including a list of invitees and  messaging to them, based on findings and insights for the SEER analysis.

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