Prepared by:<br />Matson Sparling<br />Wendy Soucie<br />Barbara Daniels<br />Citrix Social Media Strategy for Customers<b...
STRENGTHS<br /><ul><li>Product enhances productivity, and reduces costs and travel time
Brand is well-known in market and has an established presence in social web
Mobile apps being delivered to iPhone
Complimentary online products
Sensitivity to budget costs
Helpful phone support
Makes telecommuting very possible
Webinar becoming core business application</li></li></ul><li>STRENGTHS<br />“I did EXTENSIVE research when our small compa...
WEAKNESSES<br /><ul><li>Costly for entry level
Customer frustrations
Commoditized by users
Lack of excitement in the marketplace
Very little social engagement for this division, especially in support
Need to integrate into core business of Citrix
Need to embrace online social marketing like other parts of business  </li></li></ul><li>WEAKNESSES<br />			DAVIS BLAIR, P...
Upcoming SlideShare
Loading in …5
×

Citrix Social Media Strategy For Customers

971
-1

Published on

Published in: Technology, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
971
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Citrix Social Media Strategy For Customers

  1. 1. Prepared by:<br />Matson Sparling<br />Wendy Soucie<br />Barbara Daniels<br />Citrix Social Media Strategy for Customers<br />
  2. 2. STRENGTHS<br /><ul><li>Product enhances productivity, and reduces costs and travel time
  3. 3. Brand is well-known in market and has an established presence in social web
  4. 4. Mobile apps being delivered to iPhone
  5. 5. Complimentary online products
  6. 6. Sensitivity to budget costs
  7. 7. Helpful phone support
  8. 8. Makes telecommuting very possible
  9. 9. Webinar becoming core business application</li></li></ul><li>STRENGTHS<br />“I did EXTENSIVE research when our small company began looking for a new webinar service (we were using Microsoft LiveMeeting which we had a lot of technical difficulties with). GoToWebinar/GoToMeeting with CITRIX ended up being the best tool for us, financially, and their team is great. They are extremely helpful and have been supporting us for over a year now. Flexible with outside audio conferencing options, very easy to learn, no loading any presentations ahead of time, and a lot of different tools and options. Instead of text-sent questions, GoToWebinar also offers a &quot;chat&quot; Q&A option so that presenters are not interrupted... <br />I coordinate all of the webinars for our entire company using this one product, and I would be happy to discuss with you further if you have any more specific questions.”<br />Cat Paschal<br />Graphics /Marketing <br />Washington DC<br />
  10. 10. WEAKNESSES<br /><ul><li>Costly for entry level
  11. 11. Customer frustrations
  12. 12. Commoditized by users
  13. 13. Lack of excitement in the marketplace
  14. 14. Very little social engagement for this division, especially in support
  15. 15. Need to integrate into core business of Citrix
  16. 16. Need to embrace online social marketing like other parts of business </li></li></ul><li>WEAKNESSES<br /> DAVIS BLAIR, Principal at AlliancesphereContributor to the Collaborative Innovation Blog<br />“Cisco has done an excellent job integrating WebEx to their core business and embracing the new paradigm of online marketing. If you doubt it, count the minutes it takes for a rep to call after you sign up for a Webex demo.”<br />
  17. 17. OPPORTUNITIES<br />Competitors do not seem to have a comprehensive social media engagement<br />Leverage customer support forums<br />Cultivate product management engagement with customer base<br />Establish a ‘branded’ white labelsocial network to accomplish2 & 3<br />
  18. 18. THREATS<br /><ul><li>Competition – Customers frequently compare GTM with other products and ask the opinions of others
  19. 19. Citrix – Is not responding in these discussions & engaging customers
  20. 20. Many new opensource & free tools</li></li></ul><li>12 MONTH GOAL<br /><ul><li>25% increase in support issue resolution with a 10% decrease in support operations costs
  21. 21. Implement 25% of new product features submitted and ranked by community
  22. 22. Increase by 20% quarter over quarter number of positive sentiments and endorsements submitted by GTM advocates</li></li></ul><li>MISSION<br />Collaborate across the net to build the world&apos;s best collaboration tools. Empower employees to identify and enlist customer advocates. Solicit input from advocates in support, product development and community contribution.<br />
  23. 23. BENEFITS TO ECOSYSTEM<br /><ul><li>Customer representatives identified to increase public participation and support
  24. 24. Create branded online community for employees to meet customers and exchange best practices
  25. 25. Provide user requested solutions
  26. 26. Gain valuable feedback and insider knowledge
  27. 27. Gain pre-launch awareness of new products & features</li></li></ul><li>ACTIONS<br />Apply knowledge from SWOT analysis in development of social web strategy<br /><ul><li>Create a Support Program that will address customer issues with engagement by employees at multiple social networks - Immediate Start and ongoing
  28. 28. Create Product Program that will engage users, customers and stakeholders in communication on new products and solutions. Start 6 months after Support Program. Listen and identify users of the support program and influencers at large and invite to branded community</li></li></ul><li>Support PROGRAM<br /><ul><li>Dedicate and train 10 support personnel to participate in 'public' Social Networks
  29. 29. 1 each for Yahoo Groups, Twitter, LinkedIn, Facebook
  30. 30. 1 to monitor Flickr, YouTube, Blogger, and MySpace
  31. 31. 5 for branded site – provide tips & tricks, create on-line support documentation, 'expert' peer support
  32. 32. Measure number of questions answered and number of 'network connections‘</li></li></ul><li>Product PROGRAM<br /><ul><li>Each product manager to spend 10-20% of time with customer advisory group in branded social networking site
  33. 33. Advisory members will be selected based on community participation and overall influence / number of connections.
  34. 34. Primary goal is to validate acceptance and consumer need for at least 50% of new product features
  35. 35. Secondary goal is to use group to help prioritizeand facilitate correction of product defects
  36. 36. Success measurements: increased positive sentiment, active participation in branded community (posts and comments), and overall improvement in marketshare</li></li></ul><li>PROGRAM Phases<br />
  37. 37. REPORTING<br /><ul><li>Tools/Timing - Perform bi-monthly assessment of top Twitter followers and bloggers using Social Media summary tool
  38. 38. Record and compare number of:
  39. 39. Network connections
  40. 40. Contributions / posts
  41. 41. Participants / views</li></li></ul><li>PROGRAM<br /><ul><li>Citrix On-line and GTM, in particular, will see a 0.5% sales return on their investment in a comprehensive social media strategy
  42. 42. Citrix On-line will see better customerretention and expanded portfolio usage by its customers</li>
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×