Building a Social Enterprise

Social Media MarketingStrategy, Plan for

Gale Technologies TodayOffers high value solutions at competitive pricingWith Turnkey bundles, the solution becomes more tangible to prospects, while the installation gets more streamlinedBrand Customers across Labs, service providers and Enterprise clients translate to strong case studies, and testimonial.Valuable collateral that would improve lead generation and lower cost acquisition.Crowded competitive landscape. Partnerships and brand value translate to leads and customersSignificant use of online channels for traffic/lead generation and branding.

Gale Technologies AudienceHighly Tech savvy audience that is adept at seeking and finding information onlineAudience is found on all types of media channels forums, discussion boards, groups, blog comments and social networksRelies and trusts web content from experienced peers.

Gale Audience researchAn interesting survey was conducted by MarketSherpa, on What motivates IT buyers to Opt-in, open and engage with vendor email. Audience engages when vendor gains trust and provides informational content, with peer evaluations.

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0.73

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Content Type

What IT Buyers Actually Want to Read

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Content Type

News & Articles84%

Competitive Comparisions & Buing Guides73%

Promotional Content70%

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SMM Goals and Strategy

SMM GoalsPhase IIncrease traffic to the siteIncrease number of referral sources of trafficImprove visibility (branding) for Gale Technologies on relevant sitesConversations and quotes with key influencers and evangelistsIdeal Thought leadership and Evangelist framework for Gale Technologies.Phase IIStrategy and plan to build Scott Powers as Evangelist of Gale Technologies

How Competition Uses SMM?

NewscaleTwitterFollowersNo. of TweetsWeb blog/ Community blog25220-25 per monthhttp://www.newscale.com/blogs.phpTotal no. of Tweets till date: 227FacebookFansNo. of posts - -LinkedInMembersNo. of posts188 -

DynamicOpsTwitterFollowersNo. of TweetsWeb blog/ Community blog3310-12 per month3-6 per monthTotal no. of Tweets till date: 2112 blog entriesFacebookFansNo. of posts452-6 per month17LinkedInMembersNo. of posts129-

EucalyptusTwitterFollowersNo. of TweetsWeb blog/ Community blog95412 per month3-6 per monthTotal no. of Tweets till date: 8633 blog entriesFacebookFansNo. of posts1-LinkedInMembersNo. of posts147-

SMM StrategyContent (Asset) creation to educate, evaluate, and on best practicesOn WebsiteInvite community participationContent PropagationBlog MarketingWebinars, and events promotionInfluencing the InfluencersIdentifying and networking with key influencersBuilding and managing a community (gaining evangelists)

1. Content CreationContent With relevanceTarget groups: System Administration, IT ManagersVP, C Level executives for Engineering and ITTopics:IT made easier, Tips, Techniques, Tools, Implementations, Voice of experienceThoughts on blogs by other influencers, IT as a profit center*Tags, Keywords: Appropriate to TopicFrequency: Set a schedule, follow the schedule

Content Creation contdTypes of ContentWhitepapers, FAQ sheets, Articles, PRCorporate blog, 3rd party blog, Interviews, Analyst reportsImages that explain product, Presentations, webinar, VideosConferences, Podcasts, webinars

Where the Content resides?All content should be on corporate website Content placement sites (Article sites, Flickr, Scribd, etc)3rd party communities (forums, blogs, groups) Networking sites for Promotion

Content Creation Example (Internal content)Featured webinarVideo by Newscale on the website

Content Creation Example (External content)A newscale article submitted in Utilizer (Sys-con.com)

Content Creation - ExampleA Dynamic Ops article on High tech in a Hub

2a. Content Propagation

Visual Content Propagation - ExampleNewScales YouTube channel with7 videos A NewScale Case Study on Slideshare with 309 views

Content Propagation - ExampleA Dynamic Ops update on the Facebook wall. It leads it to the site content

Content Propagation - ExampleA Dynamic Ops Tweet. It leads it to the site content / webinar and events

2b. Blog Marketing

2c. Promoting Webinars and EventsCreate a page for the webinar or event on the corporate website. E.g. http://www.newscale.com/cw/Create Event pages on Social Media sitesAdd Relevant keywords and tags for the pageOnline registration with complete lead infoPromoteInvite target profiles to the webinar.Bookmark and publicize the event through various groups, blogs and networks

Webinar Marketing - Example

3. Influencing the Influencers

Building and Managing a CommunityInternal Community Long termUsing social channels & networks with interactive content to bring audience to our community siteA forum for Gale to listen and interact with target groups on issues relevant to all aspects of GaleLeveraging External CommunitiesSeed conversationsInvite relevant TG to participate in the conversationsInteract with other influencers on topics of importance.

Benchmark Data

Competitive Data

NewscaleTwitterFollowersNo. of TweetsWeb blog/ Community blog25220-25 per monthhttp://www.newscale.com/blogs.phpTotal no. of Tweets till date: 227FacebookFansNo. of posts - -LinkedInMembersNo. of posts188 -

DynamicOpsTwitterFollowersNo. of TweetsWeb blog/ Community blog3310-12 per month3-6 per monthTotal no. of Tweets till date: 2112 blog entriesFacebookFansNo. of posts452-6 per month17LinkedInMembersNo. of posts129-

EucalyptusTwitterFollowersNo. of TweetsWeb blog/ Community blog95412 per month3-6 per monthTotal no. of Tweets till date: 8633 blog entriesFacebookFansNo. of posts1-LinkedInMembersNo. of posts147-

Benchmark Data Gale TechnologiesPresence across social accounts Minimal Social Media Presence Currently not being used for Marketing

Social AccountsNo. of Followers/ ConnectionsNo. of PostsReposts/ Retweets & RepliesDirect ConversationsTwitter34683--Facebook167--Quora----Blog----LinkedIn342--LinkedIn Groups----

Benchmark Data - TrafficTraffic AnalysisDate range : Jan 1st to Feb 15th 2011Total Traffic: 3911 visitsTraffic /Business day 120 to 143Highest traffic Feb 8th 2011 143 visitorsBounce rate of 44.62% - expected where most traffic is Direct or Organic62.29% of all visitors are New visitors, most of whom visit from Google or directly to the siteWebsite generates very low but good quality trafficMost visitors to the site know about Gale Technologies before they visitPR campaigns have no significant impact on traffic levels

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Site Traffic Breakdown

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Site Traffic Breakdown

Direct Traffic37.48%

Referral Traffic16.59%

Organic Traffic45.92%

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Site Traffic Sources

90%

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Site Traffic Sources

Referral Traffic from PR Links25%

Traffic from Generic Keyword90%

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SMM Plan

SMM Plan of ActionApril, May JunePlan Implementation Tracking, Reporting, measuring deviation from expectationsOptimized contentPhase 2- Evangelization goals, strategy, plan

June July Phase 2 Plan ImplementationContinued optimization, new strategies & plans to increase traffic

SMM Activity Targets

Social SpaceDescription of the activityNo. of Posts (per week)Building ProfilesTwitterTweets and Re- Tweets10Follow 25 per week (approx 10% will follow back) . FacebookWall updates and posts on other groups610 posts on other groupsQuora / Specialized forumsAnswers3Follow 25 per week (approx 10% will follow back) . BlogBookmarking blog posts across relevant social bookmarking sites such as Stumbleupon, Delicious etc100 -LinkedInPost in groups and event marketing5Content PromotionSyndicating 2 articles to 10 article syndication sites each. The articles will be optimized for a specific group of keywords each time before syndicating20-Blogger OutreachIdentifying & Networking with Key InfluencersStarting 2 discussions on 4 forums per week4-

*Here is some more contentMarch 03, 2010Most Valuable Content and Offers for IT BuyersMarketingSherpa, in partnership with IDG Connect, recently published an interestingstudyregarding the types of content and offers that IT buyers find most valuable. The report surveyed IT buyers about the specific factors that motivate them to opt-in, open, and engage with vendor email. The results were surprising and revealed some disparities between what IT marketers provide and what IT buyers want to see.For example, the study found that most marketers focused on using offer types such as educational content (92%), free research reports (85%), and peer best practices (79%). Yet IT buyers said they were most likely to click on a link that offered news and articles (84%), competitive comparisons and buying guides (73%), and promotional content (70%). http://hightechcommunicator.typepad.com/hightech_communicator/2010/03/most-valuable-content-and-offers-for-it-buyers.html

*I dont like these colors. Stick to rectangles or square shapes and single color*Capture flickr, youtube, slideshare accounts by newscale / eucalytpus/dynamic ops and show number of views or traffic or convo

*I dont like the colors. Cant read the fonts We have to create an account for scott powers on sys-con.com and add the name to community*This is an optional slide. Not sure if we can do this. But show LI / fb page with webinar promotion or event promotion by newscale*I dont like the colors. *How will we make scott powers thought leader here? *Make the color blue. *A prominent number has to be given to building the social profile accounts building prominent followers on twitter, linkedin group etc.

I dont like the green color*