Microsoft Mobile: Tracking Global Performance

Being a global leader in the mobile devices industry requires a global approach to social media marketing. That’s why the team members at Microsoft Mobile, the mobile phone and tablet arm of the software giant, need a sophisticated yet simple way to track their performance on social media.

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“Socialbakers has really helped us because of its speed. It is real-time. We are able to login on a day-by- day basis and see how our brand pages are performing relative to our competitors. That is amazing.”

Thomas Messett
Head of digital marketing, Europe - Microsoft Mobile

“We operate in many different markets all around the world, ranging from the Middle East and India to North America and Northwest Europe, so we have a very wide variety of challenges both in our digital marketing and our social media efforts,” says Thomas Messett, the head of Digital Marketing, Europe, for Microsoft Mobile.

One of those challenges is to find out how individual departments such as marketing and customer care need to use social media to reach their respective goals and benefit the company as a whole, Messett says. His colleagues work to track a broad range of house brands and measure their performance against the competition - that means a lot of data for the marketing team to sift through and interpret.

So, once Messett’s team started on social, it quickly became apparent that they also needed a streamlined way to parse through the data and find meaning in their metrics.

Microsoft Mobile turned to Socialbakers Analytics.

“With Socialbakers Analytics, we’re able to rank our pages on the metrics that we choose,” Messett says. “It’s incredibly important for a marketer, in a local market or globally, to see that information quickly and without needing to cut through reams and reams of PowerPoint data or spreadsheet data.”

Socialbakers’ solutions have also helped Microsoft Mobile’s team keep an eye on social ROI.

“We have a relentless focus in digital marketing on return on investment,” Messett says. “But we are not trying to have some kind of bizarre and abstract equation that equates a dollar value to every Facebook Fan or engagement with our Facebook Page or particular piece of content. That’s not helpful and it’s not useful.”

Instead, Messett says, the Microsoft Mobile team’s goal is “to move the needles relating to those specific actions that encourage consumers to spend money.”

“That's our goal, and that’s how we deliver ROI.” Messett says.

And, with the team managing global accounts, even though the company is based in Finland, mobility is a priority. Messett says. “The fact that Socialbakers Analytics is a cloud based solution that can be accessed from anywhere makes it even better.”

Quick Facts

  • Using Socialbakers Analytics since November 2012
  • Headquarters in Finland
  • Wholly owned by Microsoft since 2014 (formerly Nokia)
  • Key products include devices like the Lumia and Asha


  • Global customer base
  • Interacting with and providing support for consumers of devices and apps
  • Meeting the needs of several internal departments


With Socialbakers Analytics, Microsoft Mobile can:

  • Benchmark across brands
  • Monitor fan and follower engagement locally and globally
  • Strengthen ROI
  • Meet the needs of internal marketing, PR and care departments

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