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Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
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Citrix Social Media Strategy For Customers

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Transcript

  • 1. Prepared by:
    Matson Sparling
    Wendy Soucie
    Barbara Daniels
    Citrix Social Media Strategy for Customers
  • 2. STRENGTHS
    • Product enhances productivity, and reduces costs and travel time
    • 3. Brand is well-known in market and has an established presence in social web
    • 4. Mobile apps being delivered to iPhone
    • 5. Complimentary online products
    • 6. Sensitivity to budget costs
    • 7. Helpful phone support
    • 8. Makes telecommuting very possible
    • 9. Webinar becoming core business application
  • STRENGTHS
    “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 "chat" Q&A option so that presenters are not interrupted...
    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.”
    Cat Paschal
    Graphics /Marketing
    Washington DC
  • 10. WEAKNESSES
    • Costly for entry level
    • 11. Customer frustrations
    • 12. Commoditized by users
    • 13. Lack of excitement in the marketplace
    • 14. Very little social engagement for this division, especially in support
    • 15. Need to integrate into core business of Citrix
    • 16. Need to embrace online social marketing like other parts of business
  • WEAKNESSES
    DAVIS BLAIR, Principal at AlliancesphereContributor to the Collaborative Innovation Blog
    “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.”
  • 17. OPPORTUNITIES
    Competitors do not seem to have a comprehensive social media engagement
    Leverage customer support forums
    Cultivate product management engagement with customer base
    Establish a ‘branded’ white labelsocial network to accomplish2 & 3
  • 18. THREATS
    • Competition – Customers frequently compare GTM with other products and ask the opinions of others
    • 19. Citrix – Is not responding in these discussions & engaging customers
    • 20. Many new opensource & free tools
  • 12 MONTH GOAL
    • 25% increase in support issue resolution with a 10% decrease in support operations costs
    • 21. Implement 25% of new product features submitted and ranked by community
    • 22. Increase by 20% quarter over quarter number of positive sentiments and endorsements submitted by GTM advocates
  • MISSION
    Collaborate across the net to build the world's best collaboration tools. Empower employees to identify and enlist customer advocates. Solicit input from advocates in support, product development and community contribution.
  • 23. BENEFITS TO ECOSYSTEM
    • Customer representatives identified to increase public participation and support
    • 24. Create branded online community for employees to meet customers and exchange best practices
    • 25. Provide user requested solutions
    • 26. Gain valuable feedback and insider knowledge
    • 27. Gain pre-launch awareness of new products & features
  • ACTIONS
    Apply knowledge from SWOT analysis in development of social web strategy
    • Create a Support Program that will address customer issues with engagement by employees at multiple social networks - Immediate Start and ongoing
    • 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
  • Support PROGRAM
    • Dedicate and train 10 support personnel to participate in 'public' Social Networks
    • 29. 1 each for Yahoo Groups, Twitter, LinkedIn, Facebook
    • 30. 1 to monitor Flickr, YouTube, Blogger, and MySpace
    • 31. 5 for branded site – provide tips & tricks, create on-line support documentation, 'expert' peer support
    • 32. Measure number of questions answered and number of 'network connections‘
  • Product PROGRAM
    • Each product manager to spend 10-20% of time with customer advisory group in branded social networking site
    • 33. Advisory members will be selected based on community participation and overall influence / number of connections.
    • 34. Primary goal is to validate acceptance and consumer need for at least 50% of new product features
    • 35. Secondary goal is to use group to help prioritizeand facilitate correction of product defects
    • 36. Success measurements: increased positive sentiment, active participation in branded community (posts and comments), and overall improvement in marketshare
  • PROGRAM Phases
  • 37. REPORTING
    • Tools/Timing - Perform bi-monthly assessment of top Twitter followers and bloggers using Social Media summary tool
    • 38. Record and compare number of:
    • 39. Network connections
    • 40. Contributions / posts
    • 41. Participants / views
  • PROGRAM
    • Citrix On-line and GTM, in particular, will see a 0.5% sales return on their investment in a comprehensive social media strategy
    • 42. Citrix On-line will see better customerretention and expanded portfolio usage by its customers

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