I've prepared this slide to leverage Social Media, visioning new marketing strategy for Zscaler.

1. SOCIAL MEDIA MARKETING Presented by: Harsimran Singh

2. Social Media Strategy: Roadmap for success ~:Components of a Social Media Strategy:~ Audiences Objectives & Metrics for measuring success Team & resources Key influencers (and tactics for engaging them) Social Media sites, networks & groups Content guidelines Operational plan for producing, posting, sharing Marketing plan to promote & build network Tools (influencer tracking, monitoring, reporting) Methodology for translating activity into ROI

4. Unique visitors

5. Visit frequency

6. Page view per visit

7. Time on site

8. Registrations

10. Tweets & Re-tweets

11. Facebook fans

12. Followers

13. Ratio: Following to followers

14. Mentions

15. Content views

16. Content uploads

17. Shared pages

18. Sentiment ratio

20. Online Statistics What does this mean for B2B marketing ? The way people use the internet in private, they use it in the office Current figures on B2B online marketing * * 89% of B2B decision makers use the Internet for your research * 96% of B2B decision makers (IT) use Google for their searches * 40% of B2B decision makers regularly use online communities * 89% of B2B companies use directories to find new customers Use of Social Media in the B2B segment (U.S.) * * 81% of B2B marketers use LinkedIn & Facebook as a social media network * 70% of B2B marketers use Twitter as a micro blogging service * 60% of B2B marketers take advantage of the social community Facebook * 51% of B2B marketers use social media for brand building * 47% of B2B marketers use social media for lead generation, http://www.creative360.de/info-lounge/b2b-online-marketing.html

21. POWER OF SOCIAL MEDIA MARKETING Facebook: The World’s largest online database with over 550 million users. LinkedIn: Over 80 million professionals use LinkedIn to exchange information, ideas and opportunities. Twitter: Over 10 million users with over 35 million tweets per day. Youtube: 2 Billion views a day. 3rd most visited website.

22. ? What to do? ? How to approach ? ? What? How to gather audience ? Can? How ? How can I generate interest ? How to increase business from social media ? How to expand revenues from converting attention? How can get the maximum benefits ?

23. Its time to think different

24. SOCIAL MEDIA CHANNELS

26. BUSINESS STRATEGY A.I.D.A Attention A I Interest D Desire A Action

27. Understanding FACEBOOK LINKEDIN TWITTER Empowering you

29. What is on your mind? On-the-fly conversations The hippy stuff What are your friends up to? Get Involved

30. Photos are #1 activity Wow, lots of personal info… Your digital life

31. Get more connections Brief Statistics 110 people feel the same Humor talk Party people Welcome to the show

32. User record Interactions This is what its all about

33. New likes Know more Who are taking interests

34. I got your attention Media sharing

35. Interactions People down with you People’s wall posts

36. Facebook’s available Social Plugins

37. FMBL: Facebook Makeup Language What is FBML? FBML is a way to add advanced functionality to your Page. It’s an application that will add a box to your Page in which you can render HTML or FBML (Facebook Makeup Language) for enhanced Page customization. Why is FBML so important ? FBML allows business owners of all sizes customize their Facebook Page so that it captures leads, impresses prospective clients and allows for instant communication on the site where your prospects want to be and are spending the most time.

38. Norton by Symantec shows of “Hack is Wack” ™

39. McAfee® Giving away Free 6 month subscription to McAfee® security software

40. McDonald’s® Cooling their way with Real fruit Smoothies

41. Promote Your Page With Facebook Ads Use targeting capabilities to reach the appropriate audience

42. Facebook Ad Targeting Capabilities Target ad’s with keywords, utilize the “Suggested Likes & Interests” tool: Try plugging in popular fan pages or even competitors fan pages into the tool Can link to fan pages, events, groups or external websites Facebook Ads FAQ: http://www.facebook.com/help/?page=863

43. Facebook Ad Features “Social Interaction ads” enable you to see friend likes, and apply a like yourself The ads are viral because they appear on walls and news feeds of their friends Note the “Estimated Reach” tool on the right when creating ads Adding additional keywords increases reach Expect extremely low click-through-rates, under 1% is common “Actions” are the key metric, shows increase in fan numbers Start your initial bids in the lower middle range of the suggested Facebook bid, and then tweak accordingly

44. Facebook Advertising Recommendations Drive Traffic to Static FBML OR Custom Tabs Track Conversions as Much as You Can Test CPM against CPC Expect best “viral” results in Facebook will include a combination of apps and ads. Give: Coupons, sweepstakes, products, etc. If you choose a CPC model, you will bid on how much you are willing to pay for each click on your ad. If you choose a CPM model, you will bid on how much you are willing to pay for every thousand impressions (views) of your ad. In both cases, Facebook will display your ad in the right-hand Ad Space. The amount you are charged will never exceed your daily budget. As a CPC advertiser you are indicating that what is most important to you is having people click through to your website and controlling the actual cost to drive each individual person to your site. As a CPM advertiser you are indicating that it is more important to you that many people see your ad, not that they actually take action after seeing your ad. CPM advertising is usually more effective for advertisers who want to raise awareness of their brand or company, while CPC advertising is more effective for advertisers who are hoping for a certain response from users (like sales or registrations).

45. Facebook Pages Vs. Groups Targeted Updates Personal Vs. Corporate Email Vs. Updates User Control Applications Moderation Ability to Create Events Advertise Mass Messaging ? FMBL Indexed by Google Engagement Metrics

46. Facebook Pages Vs. Groups *Messaging is restricted once a group grows past 5000 members

47. Groups are great for organizing on a personal level and for smaller scale interaction around a cause. Pages are better for brands, businesses, bands, movies, or celebrities who want to interact with their fans or customers without having them connected to a personal account, and can have unlimited memberships.

48. Facebook outside of Facebook.com

49. Integrate Facebook with other networks

50. Facebook “Like” button takes over the world

53. What is Twitter ? Twitter is a free social networking and micro-blogging service that enables its users to send and read other users' updates known as tweets. Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).

54. Overview of Twitter Micro blogging social platform 140 Characters All content is public Great communication channel Think IM to everyone Networking, News source, Sharing, etc Social river of conversation updates What are you thinking & sharing

55. Why Twitter Matters ? Over 10 million people Direct connections Immediacy Access & Influence Brevity Sharing Business & personal …Here to stay

56. What’s up; Tweet on ! Get Involved On going Tweets Twitter for iPhone This is what it is all about! They are for you

57. Blogging Vs Twitter Complimentary Technologies Micro-Blogging Micro-Sharing Immediacy Brevity Communication nodes amplification

58. Twitter Marketplace Eco System People Do Business with People: Not Companies Friends Tell Friends Ambiently

59. Some big brands on Twitter Starbucks Google BBC Apple AIG Amazon Microsoft Dell Coca Cola

65. 7 Deadly Twitter Sins Not Listening Self-Promoting Not Adding Value Not Being Honest Hard Selling Corporate Speak “Followers” collecting

67. What is LinkedIn ? LinkedIn is an interconnected network of experienced professionals from around the world, representing more that 170 industries & 200 countries LinkedIn has more than 80+ million members & a new member joins LinkedIn approximately every few minutes Executives from all Fortune 500 companies are on LinkedIn When you join, you create a profile that summarizes your professional expertise & accomplishments. You can then form enduring connections by inviting trusted contacts to join LinkedIn & connect to you. Your network consists of your connections, your connection's connections, & the people they know. Linking you to a vast number of qualified professionals & experts

68. On LinkedIn, you can: Manage information that's publicly available about you as professional Find & be introduced to potential clients, service providers, & subject experts who come recommended. Create & collaborate on projects, gather data, share files & solve problems Be found for business opportunities & find potential partners Discover inside connections that can help you land jobs & close deals Post & distribute job listings to find the best talent in your company

70. Create a Profile that is complete & Searchable Upload a Good Photo Complete Your Entire Profile, Including Previous Jobs Use Email Address as Your Last Name

71. Update Profile Often, but Not Egregiously Create Status Updates (like Twitter and Facebook Status)

72. Use your experience to sell your services Your professional experience is displayed along with any recommendations you have received. Your position descriptions should be briefly explain what the company does, & what your main responsibilities & accomplishments were. Use clear, succinct phrases here -& break them into digestible chunks so even on a quick-scan your accomplishments shing through.

73. Use Keywords Liberally in Your Profile Link to Web Sites using Keywords Link to Blog RSS Feed

74. Linkedin Recommendations – Like ebay Feedback for People

75. Share your Educational Background Your educational background is displayed along with associated activities & honours Where & what you studied can provide a great insight into who you are & open up valuable connections to alumni, professors, & others (with similar backgrounds)

77. Linkedin Connections

78. Find Connections Through LinkedinSearch Name Company Location Keyword

79. Browse Your Connection’s Connections to Find People you missed or forgot

80. Invite Contacts From Your Outlook and/or Webmail Database

81. Invite Anyone You Meet in a Business Setting Use Custom Intro Text, Unless You Know the Person Well

82. Liberally Provide and Request Recommendations Use Custom Invite Text Provide Some Guidance to Reviewer on Possible Themes/Keywords

83. Linkedin Messages

84. Send Messages to Connections about Events, Job Openings, etc.

85. Building Your Reputation on LinkedIn

86. Join Groups and Participate. Meet People Through Group Discussion (or members list), and Connect Consider Creating Your Own Group

87. Cross Promote your LinkedIn Account Get more from your marketing from cross marketing Put the LinkedIn icon on your website with a link to your profile Include LinkedIn in your email signature Share your LinkedIn profile on other social networking sites (like facebook etc) Mention your LinkedIn profile in online professional directories (like plaxo) Tweet about updates you make to your LinkedIn account Use the LinkedIn logo on print marketing to show how connected you are Include the Linked logo on your marketing card Mention LinkedIn & other social sites in your listing presentation

88. LinkedIn Extras for Over Achievers Add the WordPress application to your profile for an automatic RSS feed of your blog posts (includes title & excerpt) Use the "Share this" button to post information directly to your LinkedIn page from numerous sites. Share listing information directly from electronic flyer sites (like Postlets) Join groups to stay connected with companies & schools you are a part of (the Zscaler Group)

89. LinkedIn Applications

90. Using Linkedin for Business Development

91. Connect with Clients, Former Clients and Prospects Use Search to Find Appropriate Contact People at Target Companies Use Search to Find Background Information on Prospect Personnel

92. Thank you

93. Thank you ^^,