External Social Media Strategy Created by: Dirk shaw

“ Why do we need a Social Media Strategist?” Explore new methods for connecting with customers and the market. Core to furthering Vignette in the market place. To shape perception of Vignette with key influencers .

Explore new methods for connecting with customers and the market.

Core to furthering Vignette in the market place.

To shape perception of Vignette with key influencers .

“ What will a Social Media Strategist Do?” Engage in dialog with online community Activate developers’ community (connect.vignette.com) Internally, serve as a social media evangelist and advisor Share information and lessons learned from Vignette’s experience with social media.

Engage in dialog with online community

Activate developers’ community (connect.vignette.com)

Internally, serve as a social media evangelist and advisor

Share information and lessons learned from Vignette’s experience with social media.

Social Media Strategy: External Share insights on trends & products. Increase social media relevance of Vignette Perception of company and influence thought leaders Contribute to community by sharing insights and serve customers. Increase traffic to vignette.com. Increase consumer engagement of online visitors. Goals Listen to the community at large. Learn about customer preferences. Interact online social networking activities.

Increase social media relevance of Vignette

Perception of company and influence thought leaders

Contribute to community by sharing insights and serve customers.

Increase traffic to vignette.com.

Increase consumer engagement of online visitors.

Goal : Shape perception of company and engage thought leaders Perception & Influence Change in sentiment e Listen Learn Interact Monitor top blogs Monitor twitter & follow influencers Monitor Competitive landscape Understand brand sentiment for VGN Understand tone of conversations for VGN Understand brand sentiment for Competition Understand tone of conversations for Competition # of outreach’s to bloggers # responses on twitter # request to share point of view Share # comments made on blogs # of social bookmarks Change in tone Change in perception

Change in sentiment

Monitor top blogs

Monitor twitter & follow influencers

Monitor Competitive landscape

Understand brand sentiment for VGN

Understand tone of conversations for VGN

Understand brand sentiment for Competition

Understand tone of conversations for Competition

# of outreach’s to bloggers

# responses on twitter

# request to share point of view

# comments made on blogs

# of social bookmarks

Change in tone

Change in perception

Visitor segments are defined by task Lurker Searcher Participant Advocate New visitor Spreading Attracting Transacting Discovering Contributing

Goal : Increase social media engagement across touchpoints e Discovering Transacting Contributing Spreading # Searches Rss #Widgets installed # Videos viewed # Product page views # Newsletters # Accounts Created # Downloads Leads generated # Webinar registration Forum post Comments Ratings Reviews Videos upload Ideas submitted Video embeds Wall post Re tweets Followers Replies Tone & Sentiment Attraction Search Twitter Subscribers Comments Referrals Social Bookmarks

# Searches

Rss

#Widgets installed

# Videos viewed

# Product page views

# Newsletters

# Accounts Created

# Downloads

Leads generated

# Webinar registration

Forum post

Comments

Ratings

Reviews

Videos upload

Ideas submitted

Video embeds

Wall post

Re tweets

Followers

Replies

Tone & Sentiment

Search

Twitter

Subscribers

Comments

Referrals

Social Bookmarks

Goal : Increase social media relevance of Vignette Conversion: Transactions Page Views Registration for webinar e Vignette Blogs Tweets Industry Blogs # blogpost Page views # Comments Duration on blogs Pages per visit Links posted Click thru rate Personal Responses # followers/velocity # comments on blogs Social Networks Downloads New visits # discussions on Linkedin # of social bookmarks # Views on Youtube # Views on Flickr # Views on Slideshare # Views on Scribd # Friend on friend feed Appointments

Page Views

Registration for webinar

# blogpost

Page views

# Comments

Duration on blogs

Pages per visit

Links posted

Click thru rate

Personal Responses

# followers/velocity

# comments on blogs

Downloads

New visits

# discussions on Linkedin

# of social bookmarks

# Views on Youtube

# Views on Flickr

# Views on Slideshare

# Views on Scribd

# Friend on friend feed

Appointments

Tools we will use for connecting ..what ever is next Share insights on trends & products. Tools we will use to execute social media strategy Social Media Listen to the community at large. Learn about customer preferences. Interact online social networking activities.