The document outlines Gale Technologies' proposed social media marketing strategy and plan. It includes goals to increase website traffic and branding through content creation and promotion across social networks. The plan details creating educational content, promoting webinars, and engaging with influencers to build an online community and generate leads at a lower cost than traditional methods. Benchmark data shows Gale's current minimal social media presence compared to competitors who actively use platforms like Twitter, Facebook, and LinkedIn for marketing. The proposed plan establishes targets and timelines for building profiles, posting original content, and engaging with customers across multiple social networks and blogs.

1. Social Media Marketing Strategy, Plan for

2. 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.

3. 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.

4. 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.

5. SMM Goals and Strategy

6. 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

7. 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 -

8. 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)

9. 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

10. 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

11. Content Creation – Example (Internal content) Featured webinar Video by Newscale on the website

12. Content Creation – Example (External content) A newscale article submitted in Utilizer (Sys-con.com)

13. Content Creation - Example A Dynamic Ops article on High tech in a Hub

14. 2a. Content Propagation

15. Visual Content Propagation - Example NewScale’s YouTube channel with7 videos A NewScale Case Study on Slideshare with 309 views

16. Content Propagation - Example A Dynamic Ops update on the Facebook wall. It leads it to the site content

17. Content Propagation - Example A Dynamic Ops Tweet. It leads it to the site content / webinar and events

18. 2b. Blog Marketing

19. 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

20. Webinar Marketing - Example

21. 3. Influencing the Influencers

22. 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.

23. Benchmark Data

24. 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 -

25. 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 - - - -

26. 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

27. SMM Plan

28. 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

29. 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 -