Social Media Analysis & Strategy by Andrea Berberich
Disclaimer This presentation is based on an existing company is mainly a business-to-business model. Just recently it acquired a product that allows to tap into the business-to-consumer model. Product names, company name and other potential items are fictitious to keep the identity of this company protected. Company name and products names are changed in this presentation.
Table of Content Introduction Analysis Target Market Online Goals Resources to Facilitate Social Media Efforts Existing Website Analysis Existing Social Media Efforts Strategy Strategy: Improve Existing Website Strategy: Incorporate new Social Media Tools Analytics and Metrics Conclusion
Introduction “ImmerSicher” (IS) is a company based and headquartered in Silicon Valley. It supplies security software solution to business-to-business (b2b) and to business-to-consumer (b2c). IS has been in business since the early ’90 and has been Successful in becoming a household name. Products are Software security such as Firewall protection, Antivirus software, Anti spyware and Endpoint Security. Security Software major players Macfee, Symantec, Check Point Software, AVG and many more.
Analysis (part one) Strengths Staff members have experience with Facebook& Twitter Company is willing to invest $ toward Social Media Awareness of current Internet trend Weaknesses Executives need to get educated about Social Media Commitment: financially and/or leadership Effect on core marketing activities/distractions; build a coalition
Analysis (part two) Opportunities Branding and re-branding of the new acquired consumer product Exploring new ways to market the company and its products beside the traditional way New business and product development Threats Competitors and their plans Legislative effects about internet and software security New technologies, services, ideas
Markets and Goals Target Markets Companies/Government that maybe targets for security threats (online transactions/privacy) Protection for home-network, computers, entertainment, and security Computerized equipments accessing the web: GPS, PDAs, iPAD, and iPhone like devices Company Goals IS’s goal is to brand the new acquired product under their name rebranding Increase organic search ranking of the corporate website Create a independent blog site with multiple subjects that link into the corporate website.
Resources for Social Media Efforts Product Marketing will provide technical information and highlights about the product PR (Public Relation) will help writing the blogs, provide product schedule, and provide legal advice. Online Marketing will setup the blogs, schedule broadcasting (including aggregators), and maintain online media calendar
Existing Website Analysis Run several web analysis reports to see strengths and weakness of the website and determine first steps No possibility for visitors to interact with website Images need appropriate “Alt text” and “description” Increase action verbs No glossary page Minimal flash or YouTube movies No PODcasts to download Hard to find Demos for download
Existing Social Media Efforts Review existing Facebook page Review existing Twitter account No blog or forum available Review Chat live application
Strategy: Improve Existing Website Initially work with product marketing to verify key terms Analyze competitors key terms by using spyfu.com and check with Traffic Travis on competitors ranking, find ranking loopholes etc. Run key term tools such as: MarketSamurai, Google Wonder Wheel, Wordtracker, Seomoz or Googletrends Separate key terms for each product page and make sure that key terms match the product page Images need appropriate “Alt text” and “Description” Increase action verbs Add glossary page Add “Rate this Page” and include a change to win when completing survey Add blogs (for each product) Place social bookmarking buttons Place highlights to cross market the product within corporate website Create landing pages for products Create various surveys (lead generation) sweepstake Focus on website and how it helps visitor Focus on top products
Strategy: Incorporate new Social Media Tools Create a Social Media strategy (incorporate current marketing efforts and media schedule) Create a forum knowledge database Setup blog option on wordpress.com or blogger.com Place Social Media widgets and badges on website Add accounts in YouTube, Twitter, Slideshare, Flickr, iTunes, LinkedIn, Xing.com to add optimized content Setup social media aggregators such as Hootsuite, Ping.fm, for mobile Orsiso, Arktan, or Buzz Deck Create pages in LinkedIn, Facebookand Xing (Info about the company) Create groups in LinkedIn, Facebook and Xing Sign up with Digg, Delicious and Technorati (bookmarking/crowd-sourcing sites Join groups relevant to the industry Become an ambassador by answering questions relevant to the industry (LinkedIn)
Analytics and Metrics (part one) Run analytics before starting optimizing the site and after optimization Total link report Total broken link report Total 301 (moved), 302 (found), 303 (see other), 403 (forbidden), 404 (not found) link report Total report of low visited pages Referring site report Retrieve orphan pages report Measure brand traffic and key terms traffic separately Run OS Platforms, screen size, browser, plug-ins report Report of bounces rates (single-page visits in which the person left your site from the entrance (landing Page) 30% is good, 50% is okay, 70% needs work. High bounce rate the content is not relevant, tailor your landing page with specific keywords (terms)
Analytics and Metrics (part two) Social Media Analytics Review stats on Facebook Review stats on Hootsuite Review Group participation Email subscription signup Review how many folks “Like” your page/site Check activity in the forum Check activity on blogs Time spent on the site; by source, by entry page, total comments How many downloads from day of campaign Review referring URLs
Conclusion Once a campaign used Social Media tools it should be compared with one that didn’t use Social Media Generally Social Media will assist in spreading the word and provide the user multiple ways Social Media tools do have their own analytics and can assist in measuring the efforts and the success Continually monitoring the website and social media tools by running analytics should help to select the appropriate tools for various online marketing campaigns