Microsoft was developing a service called Microsoft Messenger that would include link sharing, chat, and other methods of communication integrated into Microsoft services such as Windows Live, Hotmail, and Windows Live Messenger.
The company hired a "Scout Group" to produce research and prototypes for the Microsoft Messenger service. Research was performed across over 100 sites to determine best pratices for incorporating social media into platforms for everything from music to ecommerce platforms. Prototypes were produced using Photoshop, Powerpoint and Expression Blend to show potential partners how Microsoft Messenger could integrate into their services. Each presentation was tailored to the partner's website.
The research resulted in a final presentation that was sent out to hundreds of marketing and sales representatives within Microsoft to promote Microsoft Messenger as a platform for social media. Over 50 presentations were created and meetings held with some of the largest media platforms on the Web, including the Huffington Post, and Citysearch.