The LEWIS team developed a social media strategy specifically around VMware’s vCloud product. When launching the beta, we played on VMware's strength in virtualization and connected to their value proposition in the cloud space. We rolled out education programs explaining vCloud to developers from three different perspectives: staff, partners and customers. In phase two we adjusted the messaging to roll out education programs for the enterprise to portray the benefit of VMware's cloud over the competition such as Amazon. All of this was focused on four channels: Blogs, Twitter, Facebook and LinkedIn.