Social Media Strategy: External

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Version 1 of our external social media strategy, goals and metrics.

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Social Media Strategy: External

  1. 1. External Social Media Strategy Created by: Dirk shaw
  2. 2. “ Why do we need a Social Media Strategist?” <ul><li>Explore new methods for connecting with customers and the market. </li></ul><ul><li>Core to furthering Vignette in the market place. </li></ul><ul><li>To shape perception of Vignette with key influencers . </li></ul>
  3. 3. “ What will a Social Media Strategist Do?” <ul><li>Engage in dialog with online community </li></ul><ul><li>Activate developers’ community (connect.vignette.com) </li></ul><ul><li>Internally, serve as a social media evangelist and advisor </li></ul><ul><li>Share information and lessons learned from Vignette’s experience with social media. </li></ul>
  4. 4. Social Media Strategy: External Share insights on trends & products. <ul><li>Increase social media relevance of Vignette </li></ul><ul><li>Perception of company and influence thought leaders </li></ul><ul><li>Contribute to community by sharing insights and serve customers. </li></ul><ul><li>Increase traffic to vignette.com. </li></ul><ul><li>Increase consumer engagement of online visitors. </li></ul>Goals Listen to the community at large. Learn about customer preferences. Interact online social networking activities.
  5. 5. Goal : Shape perception of company and engage thought leaders Perception & Influence <ul><li>Change in sentiment </li></ul>e Listen Learn Interact <ul><li>Monitor top blogs </li></ul><ul><li>Monitor twitter & follow influencers </li></ul><ul><li>Monitor Competitive landscape </li></ul><ul><li>Understand brand sentiment for VGN </li></ul><ul><li>Understand tone of conversations for VGN </li></ul><ul><li>Understand brand sentiment for Competition </li></ul><ul><li>Understand tone of conversations for Competition </li></ul><ul><li># of outreach’s to bloggers </li></ul><ul><li># responses on twitter </li></ul><ul><li># request to share point of view </li></ul>Share <ul><li># comments made on blogs </li></ul><ul><li># of social bookmarks </li></ul><ul><li>Change in tone </li></ul><ul><li>Change in perception </li></ul>
  6. 6. Visitor segments are defined by task Lurker Searcher Participant Advocate New visitor Spreading Attracting Transacting Discovering Contributing
  7. 7. Goal : Increase social media engagement across touchpoints e Discovering Transacting Contributing Spreading <ul><li># Searches </li></ul><ul><li>Rss </li></ul><ul><li>#Widgets installed </li></ul><ul><li># Videos viewed </li></ul><ul><li># Product page views </li></ul><ul><li># Newsletters </li></ul><ul><li># Accounts Created </li></ul><ul><li># Downloads </li></ul><ul><li>Leads generated </li></ul><ul><li># Webinar registration </li></ul><ul><li>Forum post </li></ul><ul><li>Comments </li></ul><ul><li>Ratings </li></ul><ul><li>Reviews </li></ul><ul><li>Videos upload </li></ul><ul><li>Ideas submitted </li></ul><ul><li>Video embeds </li></ul><ul><li>Wall post </li></ul><ul><li>Re tweets </li></ul><ul><li>Followers </li></ul><ul><li>Replies </li></ul><ul><li>Tone & Sentiment </li></ul>Attraction <ul><li>Search </li></ul><ul><li>Twitter </li></ul><ul><li>Subscribers </li></ul><ul><li>Comments </li></ul><ul><li>Referrals </li></ul><ul><li>Social Bookmarks </li></ul>
  8. 8. Goal : Increase social media relevance of Vignette Conversion: Transactions <ul><li>Page Views </li></ul><ul><li>Registration for webinar </li></ul>e Vignette Blogs Tweets Industry Blogs <ul><li># blogpost </li></ul><ul><li>Page views </li></ul><ul><li># Comments </li></ul><ul><li>Duration on blogs </li></ul><ul><li>Pages per visit </li></ul><ul><li>Links posted </li></ul><ul><li>Click thru rate </li></ul><ul><li>Personal Responses </li></ul><ul><li># followers/velocity </li></ul><ul><li># comments on blogs </li></ul>Social Networks <ul><li>Downloads </li></ul><ul><li>New visits </li></ul><ul><li># discussions on Linkedin </li></ul><ul><li># of social bookmarks </li></ul><ul><li># Views on Youtube </li></ul><ul><li># Views on Flickr </li></ul><ul><li># Views on Slideshare </li></ul><ul><li># Views on Scribd </li></ul><ul><li># Friend on friend feed </li></ul><ul><li>Appointments </li></ul>
  9. 9. 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.
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