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Gale  smm strategy and plan 20110222
 

Gale smm strategy and plan 20110222

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  • Here is some more content March 03, 2010 Most Valuable Content and Offers for IT Buyers MarketingSherpa, in partnership with IDG Connect, recently published an interesting study  regarding 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 don’t 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 don’t 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 don’t 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 don’t like the green color

Gale  smm strategy and plan 20110222 Gale smm strategy and plan 20110222 Presentation Transcript

  • Social Media Marketing Strategy, Plan for
  • Gale Technologies Today
    • Offers high value solutions at competitive pricing
      • With Turnkey bundles, the solution becomes more tangible to prospects, while the installation gets more streamlined
    • ‘ Brand’ 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 customers
      • Significant use of online channels for traffic/lead generation and branding.
  • Gale Technologies Audience
    • Highly Tech savvy audience that is adept at seeking and finding information online
      • Audience is found on all types of media channels – forums, discussion boards, groups, blog comments and social networks
    • Relies and trusts web content from experienced peers.
  • Gale Audience research
    • An 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.
  • SMM Goals and Strategy
  • SMM Goals
    • Phase I
    • Increase traffic to the site
      • Increase number of referral sources of traffic
    • Improve visibility (branding) for Gale Technologies on relevant sites
    • Conversations and quotes with key influencers and evangelists
    • Ideal ‘Thought leadership’ and ‘Evangelist’ framework for Gale Technologies.
    • Phase II
    • Strategy and plan to build Scott Powers as ‘Evangelist’ of Gale Technologies
  • How Competition Uses SMM? Newscale Twitter Followers No. of Tweets Web blog/ Community blog 252 20-25 per month http://www.newscale.com/blogs.php   Total no. of Tweets till date: 227   Facebook Fans No. of posts   - -   LinkedIn Members No. of posts   188   -   DynamicOps Twitter Followers No. of Tweets Web blog/ Community blog 33 10-12 per month 3-6 per month   Total no. of Tweets till date: 21 12 blog entries Facebook Fans No. of posts   45 2-6 per month     17   LinkedIn Members No. of posts   129 -    Eucalyptus Twitter     Followers No. of Tweets Web blog/ Community blog 954 12 per month 3-6 per month   Total no. of Tweets till date: 86 33 blog entries Facebook Fans No. of posts   1 -         LinkedIn Members No. of posts   147   -  
  • SMM Strategy
    • Content (Asset) creation to educate, evaluate, and on best practices
      • On Website
      • Invite community participation
    • Content Propagation
      • Blog Marketing
      • Webinars, and events promotion
    • Influencing the Influencers
      • Identifying and networking with key influencers
      • Building and managing a community (gaining evangelists)
  • 1. Content Creation
    • Content With relevance
      • Target groups:
        • System Administration, IT Managers
        • VP, C Level executives for Engineering and IT
      • Topics:
        • IT made easier, Tips, Techniques, Tools, Implementations, Voice of experience
        • Thoughts on blogs by other influencers, IT as a profit center*
      • Tags, Keywords: Appropriate to Topic
      • Frequency: Set a schedule, follow the schedule
  • Content Creation contd…
    • Types of Content
      • Whitepapers, FAQ sheets, Articles, PR
      • Corporate blog, 3 rd party blog, Interviews, Analyst reports
      • Images that explain product, Presentations, webinar, Videos
      • Conferences, Podcasts, webinars
    • Where the Content resides?
      • All content should be on corporate website
      • Content placement sites (Article sites, Flickr, Scribd, etc)
      • 3 rd party communities (forums, blogs, groups)
      • Networking sites for Promotion
  • Content Creation – Example (Internal content) Featured webinar Video by Newscale on the website
  • Content Creation – Example (External content) A newscale article submitted in Utilizer (Sys-con.com)
  • Content Creation - Example A Dynamic Ops article on High tech in a Hub
  • 2a. Content Propagation
  • Visual Content Propagation - Example NewScale’s YouTube channel with7 videos A NewScale Case Study on Slideshare with 309 views
  • Content Propagation - Example A Dynamic Ops update on the Facebook wall. It leads it to the site content
  • Content Propagation - Example A Dynamic Ops Tweet. It leads it to the site content / webinar and events
  • 2b. Blog Marketing
  • 2c. Promoting Webinars and Events
    • Create a page for the webinar or event on the corporate website.
      • E.g. http://www.newscale.com/cw/
    • Create Event pages on Social Media sites
    • Add Relevant keywords and tags for the page
    • Online registration with complete lead info
    • Promote
    • Invite 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 Community
    • Internal Community – Long term
    • Using social channels & networks with interactive content to bring audience to our community site
    • A forum for Gale to listen and interact with target groups on issues relevant to all aspects of Gale
    • Leveraging External Communities
    • Seed conversations
    • Invite relevant TG to participate in the conversations
    • Interact with other influencers on topics of importance.
  • Benchmark Data
  • Competitive Data Newscale Twitter Followers No. of Tweets Web blog/ Community blog 252 20-25 per month http://www.newscale.com/blogs.php   Total no. of Tweets till date: 227   Facebook Fans No. of posts   - -   LinkedIn Members No. of posts   188   -   DynamicOps Twitter Followers No. of Tweets Web blog/ Community blog 33 10-12 per month 3-6 per month   Total no. of Tweets till date: 21 12 blog entries Facebook Fans No. of posts   45 2-6 per month     17   LinkedIn Members No. of posts   129 -    Eucalyptus Twitter     Followers No. of Tweets Web blog/ Community blog 954 12 per month 3-6 per month   Total no. of Tweets till date: 86 33 blog entries Facebook Fans No. of posts   1 -         LinkedIn Members No. of posts   147   -  
  • Benchmark Data – Gale Technologies Presence across social accounts
    • Minimal Social Media Presence
    • Currently not being used for Marketing
    Social Accounts No. of Followers/ Connections No. of Posts Reposts/ Retweets & Replies Direct Conversations Twitter 346 83 - - Facebook 16 7 - - Quora - - - - Blog - - - - LinkedIn 34 2 - - LinkedIn Groups - - - -
  • Benchmark Data - Traffic
    • Traffic Analysis
    • Date range : Jan 1 st to Feb 15 th 2011
    • Total Traffic: 3911 visits
    • Traffic /Business day – 120 to 143
    • Highest traffic – Feb 8 th 2011 – 143 visitors
    • Bounce rate of 44.62% - expected where most traffic is Direct or Organic
    • 62.29% of all visitors are New visitors, most of whom visit from Google or directly to the site
    • Website generates very low but good quality traffic
    • Most visitors to the site know about Gale Technologies before they visit
    • PR campaigns have no significant impact on traffic levels
  • SMM Plan
  • SMM Plan of Action April, May June
    • Plan Implementation
    • Tracking, Reporting, measuring deviation from expectations
    • Optimized content
    • Phase 2- Evangelization goals, strategy, plan
    June July
    • Phase 2 Plan Implementation
    • Continued optimization, new strategies & plans to increase traffic
    • Profiles, channels in place
    • Content creation process implemented, fine tuned
    • Content promotion process implemented, reviewed
    • Early tracking, metrics
    • Optimization plan
    March 1st to April 1st Feb1 to 23
    • Brief completed
    • Research
    • Competitive analysis
    • Strategy
    • Plan
    • Analytics
  • SMM Activity Targets Social Space Description of the activity No. of Posts (per week) Building Profiles Twitter Tweets and Re- Tweets 10 Follow 25 per week (approx 10% will follow back) . Facebook Wall updates and posts on other groups 6 10 posts on other groups Quora / Specialized forums Answers 3 Follow 25 per week (approx 10% will follow back) . Blog
      • Bookmarking blog posts across relevant social bookmarking sites such as Stumbleupon, Delicious etc
    100 - LinkedIn Post in groups and event marketing 5 Content Promotion
      • Syndicating 2 articles to 10 article syndication sites each. The articles will be optimized for a specific group of keywords each time before syndicating
    20 - Blogger Outreach
      • Identifying & Networking with Key Influencers
      • Starting 2 discussions on 4 forums per week
    4 -