The document outlines a social media assessment case study focusing on Citrix Online, examining their brand presence, customer engagement, and competitive landscape through a four quadrant assessment methodology. It includes findings from various analyses, such as SWOT and sentiment analysis, exploring the challenges, discussions, and overall sentiment towards Citrix and its products in social media. The assessment highlights opportunities for Citrix to enhance user experience and engagement with partners and customers in the online space.

1. Social Media Assessment Case Study

2. Agenda Quick introduction to professional use of social media in business The Assessment as a key element in strategic social media engagement Background to the four quadrant assessment methodology: Four Social Media Consultant present:

4. Strategic Social Media Engagement Starting with a thorough assessment Performing a SWOT analysis Creating a strategy Developing a social media plan Organizational development with budget and resource plan Execution and reporting

5. The Four Quadrant Assessment Methodology Principle The Ecosystem assessment The Brand Assessment The Partner Assessment The Competition Assessment The focus is to understand where are our customers and what do they care about. We want to know how our brand is reflected in the market and where our team stands. We want to know where our partners are and how we can leverage them. We want to understand where our competition is and what their stand is.

6. The Assessment Exercise Four different teams with 3-4 team members conducted the assessment. Limited time to completion No access to the assessed company Randomly selected Citrix Online Didn’t work with any employee from Citrix Available tools ScoutLabs Sysomos Techrigy

7. Consultant Presentation

8. Social Media Customer Assessment TEAM A Barbara Daniels Wendy Soucie Matson Sparling Prepared by:

9. Preliminary 'landscape' evaluation Locate relevant customer 'places and spaces' We used tools to locate prospects / product users In practice, use existing customer lists Perform 'Drill down' analysis 3 month focus period – should repeat quarterly Social media tools – ID top 'participating' users Reviewed user social network size for impact Summarized customer themes Challenges, topics, excitements, issues General sentiment analysis Customer Assessment Methodology

10. 260 Citrix OnLine links 993 GoToMeeting links 77 Citrix Groups 3 GTM Groups Most notable – GTM Sucks 152 Ctrix groups 16 GoToMeeting 4 Citrix OnLine 20 Citrix groups @getgreencitrix has 2,247 followers @citrixblogs has 1,060 followers http://community.citrix.com/blogs Most viewed XenApp blog post - 405,468 39 posts with GoToMeeting 291 GoToMeeting results 6 Citrix GTM results 1 “GTM Tips” playlist 112 Citrix groups - 8 GoToMeeting 4 Ctrix OnLine 77 Citirx groups 2 GoToMeeting 1 Citrix OnLine 2,770 results 1 unauthorized group with 97 members Lots of job groups 7,057 Citrix results 192 GoToMeeting results PLACES & SPACES

11. John Greathouse has 228 connections Robert Stanke has 500+ connections Scott Wyden Kivowitz has 41 connections David Walsh has 22 connections Deborah Tutnauer has 15 connections @johngreathouse has 231 followers @robertstanke has 609 followers @scottwyden has 897 followers @davidwalshblog has 1,786 followers @itsallsuccess has 4,777 followers INFLUENCER IMPACT ANALYSIS John Greathouse has unknown friends Robert Stanke has 262 friends Scott Wyden Kivowitz has 333 friends David Walsh has 46 friends Deborah Tutnauer has 132 friends

12. Deborah Tutnauer , LCSW , is the Founder and CEO at It's All Success (Creating Abundance From Home). She has 20 years experience counseling and coaching individuals with personal issues and business growth desires. She is a Web 2.0 specialist with an emphasis on Attraction Marketing Methods utilizing Social Media Marketing. Tweetstats for @robertstanke Robert Stanke is an Online Community Management professional who specializes in the design, delivery, and day-to-day execution of enterprise social media strategies. With his broad eleven-years' experience in Information Technology, Marketing, and Brand Management, Robert Stanke understands the tools, tactics, and techniques needed to successfully market your company, products, and/or services across the social web. Tweetstats for @itsallsuccess INFLUENCERS

13. John Greathouse John has held a number of senior executive positions with successful startups during the past fifteen years. At Computer Motion (RBOT), he was the CFO and VP of Business Development. At Citrix Online (CTXS - formerly Expertcity), John served as CFO and SVP of Strategic Development. At CallWave (CALL), he served as the SVP of Sales & Business Development. In his capacities at Computer Motion and Citrix, John spearheaded transactions which generated more than $350 million of shareholder value, including Computer Motion’s initial public offering and the sale of Expertcity to Citrix for over $230M. John is a CPA and holds an M.B.A. from the Wharton School. He is a member of the University of California at Santa Barbara’s Technology Management Faculty where he teaches courses on New Venture Creation and Entrepreneurial Leadership. He is also the author of an entrepreneurial advice blog: infoChachkie.com. Tweetstats for @johngreathouse INFLUENCERS

14. Tweetstats for @scottwyden Scott Wyden Kivowitz is a New Jersey based photographer who specializes and excels in commercial, fashion and corporate portraiture style photography. A fully digital operation, the approach is to work with clients in a well organized and creative process from pre-productions to final delivery. Tweetstats for @davidwalshblog David Walsh is the Founder of Wynq Web Labs, and a Senior Web Developer at Econoprint, Inc in Madison, Wisconsin. He specializes in PHP, CSS, XML, XHTML, ASP, Usability, JavaScript, Ajax, MooTools, jQuery, Accessibility, Apache, Hosting, Domains, MySQL, Web Security, and Email Templating. INFLUENCERS

15. Challenges: Cross-platform compatibility Minimal user technical knowledge Timely issue resolution Discussion Topics: Compatibility Cost / Billable Productivity User Experience Task-Sharing / Screen-Sharing Collaboration Connectivity Issues CUSTOMER CHALLENGES & TOPICS

16. Excitement: Better Productivity Allows Backup Technology to significantly reduce travel time and increase efficiency through instant, high-quality issue resolution Saves Money Reduces Travel Requirements Frustrations: Costly Printing Problems Slow Locks Up & Crashes CUSTOMER EXCITEMENT & FRUSTRATIONS

17. SaaS On-line conferencing/Webinar platforms Have become 'commodities' Do not generate much user 'passion' or even recommendations Sentiment tends to be 'neutral' SoHo market has incorporated tool into daily life Web advertising and deals ubiquitous Extreme price sensitivity SaaS providers need to differentiate themselves OBSERVATIONS

18. Several “I Hate Citrix” groups exist on Facebook, including (one has 351 members) Opportunity to learn from customers who have had serious challenges with the product Citrix customers are engaged in the Social Web and regularly discuss their products Opportunity to engage customers and … Resolve issues / frustrations Enhance user experience Share ideas on product development Determine new customer needs SUGGESTIONS

19. Thank you Feel free to contact us for more insight: Barbara Daniels http://xeesm.com/BarbaraDaniels/ Wendy Soucie http://xeesm.com/WendySoucie/ Matson Sparling http://xeesm.com/MatsonSparling/

20. Social Media Brand Assessment TEAM B Catherine Sherwood Matthias Beckmann Lyn-Dee Eldridge Prepared by:

21. Facebook Results “Citrix”: 6 Fan Pages & 62 Groups GoToMeetingTV Fan Page: 0 Fans & 0 Activity GoToMeeting Sucks Group GoToMeeting Fan Page: 107 Fans & 0 Activit y

22. YouTube & LinkedIn GoToMeeting1 Channel Last log in 6 months ago 6 video, 1 subscriber, 1,262 views GoToMeetingTV Channel 1 video, 599 views CitrixOnlineFM Channel 1 video, 2 subscribers, 563 views Three GoToMeeting Group Results GoToMeeting Sucks has 10 members Other 2 groups mention GoToMeeting but are really Groups from partners of competitors

23. Citrix Online Twitter Accounts Results in mid-June showed little to no Twitter strategy Beginning in July, Twitter support presence went into gear.

24. MySpace www.myspace.com/gotomeeting Last login 10-01-08 4 friends www.myspace.com/gotomeetingfreetrail Last login 09-06-08 1 friend Poorly done profile: male picture, but profile says “female”

25. Brand Presence: GoToMeeting Summary of Activity across the Blogs, Mainstream Media, Twitter & Message Boards 790 blog mentions in three months, 60 new last week 1,058 news mentions in three months, 95 new last week 36 daily tweets at an average 651 message board posting in three months

26. The Conversations: GoToMeeting Mainstream Media citrix online are offering london businesses a unique 60-day free trial for gotomypc, go to:http://www.gotomypc.com/free;

27. The Conversations: GoToMeeting Blogs names like webex, gotomeeting, adobe connect are fantastic for delivering webcasts where the focus is on the presentation or document content while the video goes along with the presentation.

28. The Conversations: GoToMeeting Twitter Ashraf Laidi Webinar FREE Webinar Wednesday

29. The Sentiment: GoToMeeting Comparing what reporters are saying versus what the target audience is saying about the brand

30. Summary of the Brand Citrix Online in The Social Web 622 Citrix Online employees on LinkedIn Reviewed subset of 60 employees 3 senior officers 55+ in marketing, product and support Category Total Average LinkedIn Groups 207 3.4 LinkedIn Recommendations 89 1.5 LinkedIn Connections 8,062 132 Twitter Followers 4,025 66 Facebook Friends 4,411 72

31. Profiles of Influencers Tabitha Dunn, Director, Customer Insights 12 LinkedIn groups 123 LinkedIn connections, 7 recommendations On Twitter since Sept. 23, 2008, 663 updates 1,795 followers on Twitter, 1,946 following Twitter Bio: Happily married-Mom of a lovely six year old girl-Director of Customer Insights for a SaaS (Citrix Online) Twitter links to her blog Professional blog at www.thecorporatewoman.org Different picture on LinkedIn (top) and Twitter (lower )

32. Juan Rivera, Development Manager 2 LinkedIn groups 187 LinkedIn connections, 3 recommendations On Twitter since March 25, 2009, 39 updates 2 links to technology demo on YouTube 170 followers on Twitter, 40 following Twitter ID: @Juancitrix Twitter Bio: Leading the development of HDX for XenDesktop Profiles of Influencers

33. Brent Lasala, Marketing Manager & Online Media Consultant 9 LinkedIn connections On Twitter since Jan. 7, 2009, 95 updates 1018 followers on Twitter, 949 following on Twitter Twitter Bio: Online Marketer: PPC, SEO & Affiliates. Citrix Employee (GoToMeeting, GoToMyPC...) Freediver. Videographer. Interest in Social Media. NFL LinkedIn profile very weak compared to Twitter (#connections, picture) Profiles of Influencers

34. Karen Kelly, Sr. Marketing Programs Manager 15 LinkedIn groups 4 LinkedIn recommendations 500+ LinkedIn connections No Twitter account 742 friends on Facebook of which 26 are Citrix colleagues Profiles of Influencers

35. Andreas Forsland, Sr. Director Creative, Global Marketing Management 321 LinkedIn connections 12 LinkedIn groups, 19 LinkedIn recommendations Has SlideShare on his profile On Twitter since March 19, 2009, 151 updates 58 followers on Twitter, 60 following on Twitter Twitter Bio: Sr. Creative Director at a really cool SaaS company Picture on Twitter (lower) is more business like than that on LinkedIn Has a sophisticated website www.andybrand.com Profiles of Influencers

36. Morgan Rees, Sr. Director, Marketing/Creative: Global Marketing Management at Citrix Online 9 LinkedIn groups 6 LinkedIn recommendations 302 LinkedIn connections Has SlideShare presentations on his profile, links to FB, Twitter and his website in his profile, displays private email address On Twitter since April 24, 2009; 13 updates 14 followers on Twitter, 16 following on Twitter Twitter Bio: Business and Marketing Strategies that Generate Profitable Growth Different picture on LinkedIn/Facebook (above) and Twitter (below) Sophisticated website at www.morganrees.com Profiles of Influencers

37. Kelley Smith, Online Marketing Specialist 2 profiles (GoToMeeting Corporate and Citrix Online) 99 LinkedIn connections 5 LinkedIn groups On Twitter since Nov. 20, 2008, 29 updates 72 followers on Twitter, 45 following on Twitter Twitter Bio: Bio Online Marketing Specialist for GoToMeeting Corporate 134 Facebook friends Profiles of Influencers

38. Brett Caine, President Citrix Online 243 LinkedIn connections LinkedIn Contact setting: “ When contacting me, please provide detailed context for your contact. I only accept contacts from people that I have met/know or via referral from a trusted connection of mine. I do not accept cold contact connections so please don't make them.” Profiles of Influencers There seems to be a negativity about having conversations in the social media that starts from the top-down.

39. Thank you Feel free to contact us for more insight: Catherine Sherwood http://xeesm.com/CatherineSherwood/ Matthias Beckmann http://xeesm.com/MatthiasBeckmann Lyn-Dee Eldridge

40. Social Media Partner Assessment TEAM C Lisa Robb Presenter Nancy Chou Mark Eldridge

41. We set out to discover… Who are partners? Where are partners active in Social Media? What these partners participate in? How does Citrix interact with Go-To-Meeting partners? Partner Sentiment(s) Key “influencer” partners Partner Assessment, Our Approach We discovered… Citrix Online…Referral model, NOT Partner/Reseller

42. Methods Citrix.com research Citrix.com, Citrix partner sites, Citrix social media presence Research on each of the major social media sites – key words critical Citrix Citrix “partners” “resellers” “affiliates” “communities” Go-To-Meeting Web conferencing, online meetings, on demand meeting Key competitor web sites and name searches + “partner” Social Media Tools: Techrigy, Scoutlabs, Sysomos, Twitturly

43. Findings…No True Partner Program/Strategy Unable to identify clear set of partners or voices Partner focus = Affiliate & Referral only Stark contrast to Citrix “IT Channel” partner presence IT Partners, very active in Social media Cisco Web X claimed VAR 500 top vendor list ‘09, Citrix Online fell off the list Citrix social media presence “Go-To” products – limited to EU focus Opportunity: Communities of competitor partners, specialty communities Telecommunications, Unified Communications Sales & Marketing Professionals Meeting & Event Planners eLearning

44. Thank you Feel free to contact us for more insight: Lisa Robb http://xeesm.com/lisarobb/ Nancy Chou http://xeesm.com/nancychou/ Mark Eldridge http://xeesm.com/eldridge2m/

45. Social Media Competitive Assessment TEAM D Elsom Eldridge R. Mark Moore Susan Rice-Lincoln Steve Gasser Prepared by:

46. Blog 4,758 bookmarks 384 Cisco Groups 10 WebEx Groups 27 affiliated groups WebEx has 5 groups on twitter http://blogs.webex.com 444 video results 7,607 views of top video - WebEx has 9 groups on Facebook -9 groups 773 results 1,120 results Webex: Activity, Discussion and Sentiment

47. Summary of Activity across the Blogs, Mainstream Media, Twitter & Message Boards 1361 blog mentions in three months, 105 new last week 2,662 news mentions in three months, 172 new last week 46 daily tweets at an average 1369 message board posting in three months Webex: Activity, Discussion and Sentiment

48. What Do the Customers Say? The major themes are: Cost Customer Support (lack of response) Advice on which product is superior The new tools on the block Appreciation for travel reduction These discussions are similar to those of Citrix and point to a stagnant community for all competitors in the space. The discussion around price, suggests the sector has become highly commoditized. Webex: Activity, Discussion and Sentiment

49. FredCamposJr (Fred Campos): @passiontestforu JoAnn at work I use WebEx for large presentations, in my personal business I use GoToMeeting. Also use FreeConference.com 1 hour and 12 mins ago vickaita (vickaita): @mjasay Used DimDim after problems with Live Meeting and YuuGuu. The quality was very good. At least as good as WebEx. 1 hour and 47 mins ago jdcreativity (Jason Daniels): @myself anyone using http://dimdim.com or http://www.yugma.com - the names scream hip and new, gotomeeting and webex, too corporate -booooo 5 hours and 5 mins ago BabysitEase (Peggy Allis Murriner): I used DimDim for a webinar this weekend. It was awesome & much cheaper than gotomeeting.com or webex.com- it was FREE! Check it out w ... 4 hours and 45 mins ago sensualgeekny (SensualGeekNY): The heavens are singing, move over WebEx www.tinychat.com 12 person video conference, 200 chat guests and desktop sharing!?! Thanks @ShyShar 1 hour and 18 mins ago Webex: Activity, Discussion and Sentiment

50. Traditional Media Sentiment is extremely positive with only a slight negative hint. Blogs Sentiment is more negative, however review shows most negative posts are tied to a specific WebEx sessions. Webex: Activity, Discussion and Sentiment

51. In the Mainstream Media, there is more relevance to Cisco – than directly to WebEx . Identifying Webex Partner Activities

52. Identifying Webex Partner Activities Cisco WebEx Authorized Partner Program You can join the Cisco WebEx Authorized Partner Program only if your company is in the US or Canada and has achieved Advanced or Master Cisco Unified Communications Specialization. (411 partners) Partners are satisfied - Not passionate. SoMe Communication is poor. Most Partners are unaware of what WebEx is doing.

53. Web Conferencing Forum Webinar Success ( www.wsuccess.com ). Low usage of Twitter (10 Followers) 140 Linkedin Connections Prominent blog profile Impressive work background Experience in software development and marketing Producing, delivering business webinars since 199 Public speaker Radio host INFLUENCERS: Ken Molay

54. Targets individuals, small businesses and media professionals about a range of new media technologies Created a guide on web conferencing tools American based in Italy Active on social media YouTube (130) Slideshare (5 presentations) LinkedIn (162 connections) Twitter (5560 Followers) INFLUENCERS: Robin Good

55. Runs ConferZone, an online resource for e-conferencing providing: News White papers Links Newsletters She has a big following on social media, particularly Twitter 5793 Twitter followers 59 LinkedIn INFLUENCERS: Stephanie Downs

56. President of thinkofit Advocate of online communities Maintains Web Conferencing Review "David Woolley is THE authority, as far as I'm concerned, on computer-mediated conferencing systems. He truly understands both the social and technical aspects of social cyberspace.” - Howard Rheingold, author of Smart Mobs and The Virtual Community INFLUENCERS: David Woolley

57. Thank you Feel free to contact us for more insight: Elsom Eldridge http://www.xeesm.com/ElsomEldridge Mark Moore http://www.xeesm.com/RMarkMoore Susan Rice Lincoln http://www. xeesm.com/SusanRice200036826/ Steve Gasser http://www.linkedin.com/in/stephengasser

58. An independent assessment The Social Media Academy graduates learned to conduct an independent social media assessment, that can be used by any experienced social media professional to develop a strategy. The Social Media Academy performs Assessments together with its students and graduates as part of the research offering.

59. Business Social Media Tasks & Responsibilities Understanding the socio economic changes in our society Social media impact on corporations Social media assessments and vulnerability analysis Creating and crafting a Social Media strategy Competing for mind, and market share in the social web The changing face of marketing & PR in the Social Media age The new sales organization (from behavior to execution) Social Media in logistics and procurement departments Product development, co-creation and new support structures From "Human Resources" to "Human Talent Management“ Social media plan development Social Media team building, organizational structures, reporting Brand development in a super active market The Social Media presence, tools and places & spaces Reporting and analytics tools. Asking the right questions Budgets, resources, planning and ROI considerations Social media reality, pit falls and challenges Creating and managing a social media department Creating a profitable social media consulting practice

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61. Social Media Academy Alumni Xeesm.com/KM Xeesm.com/LaureenEarnest Xeesm.com/MikeDubrall Xeesm.com/NancyChou Xeesm.com/TomSwift Xeesm.com/SusanRice Xeesm.com/CatherineSherwood Xeesm.com/MarkEldridge Xeesm.com/ElsomEldridge Xeesm.com/SteveGasser Xeesm.com/MatthiasBeckman Xeesm.com/MatsonSparling Xeesm.com/WendySoucie Xeesm.com/LisaRobb Xeesm.com/RMarkMoore Xeesm.com/BarbaraDaniels

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