Gale smm strategy and plan 20110222

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Gale smm strategy and plan 20110222

  1. 1. Social Media Marketing Strategy, Plan for
  2. 2. Gale Technologies Today <ul><li>Offers high value solutions at competitive pricing </li></ul><ul><ul><li>With Turnkey bundles, the solution becomes more tangible to prospects, while the installation gets more streamlined </li></ul></ul><ul><li>‘ Brand’ Customers across Labs, service providers and Enterprise clients translate to strong case studies, and testimonial. </li></ul><ul><ul><li>Valuable collateral that would improve lead generation and lower cost acquisition. </li></ul></ul><ul><li>Crowded competitive landscape. Partnerships and brand value translate to leads and customers </li></ul><ul><ul><li>Significant use of online channels for traffic/lead generation and branding. </li></ul></ul>
  3. 3. Gale Technologies Audience <ul><li>Highly Tech savvy audience that is adept at seeking and finding information online </li></ul><ul><ul><li>Audience is found on all types of media channels – forums, discussion boards, groups, blog comments and social networks </li></ul></ul><ul><li>Relies and trusts web content from experienced peers. </li></ul>
  4. 4. Gale Audience research <ul><li>An interesting survey was conducted by MarketSherpa, on What motivates IT buyers to “Opt-in, open and engage with vendor email.” </li></ul>Audience engages when vendor gains trust and provides informational content, with peer evaluations.
  5. 5. SMM Goals and Strategy
  6. 6. SMM Goals <ul><li>Phase I </li></ul><ul><li>Increase traffic to the site </li></ul><ul><ul><li>Increase number of referral sources of traffic </li></ul></ul><ul><li>Improve visibility (branding) for Gale Technologies on relevant sites </li></ul><ul><li>Conversations and quotes with key influencers and evangelists </li></ul><ul><li>Ideal ‘Thought leadership’ and ‘Evangelist’ framework for Gale Technologies. </li></ul><ul><li>Phase II </li></ul><ul><li>Strategy and plan to build Scott Powers as ‘Evangelist’ of Gale Technologies </li></ul>
  7. 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. 8. SMM Strategy <ul><li>Content (Asset) creation to educate, evaluate, and on best practices </li></ul><ul><ul><li>On Website </li></ul></ul><ul><ul><li>Invite community participation </li></ul></ul><ul><li>Content Propagation </li></ul><ul><ul><li>Blog Marketing </li></ul></ul><ul><ul><li>Webinars, and events promotion </li></ul></ul><ul><li>Influencing the Influencers </li></ul><ul><ul><li>Identifying and networking with key influencers </li></ul></ul><ul><ul><li>Building and managing a community (gaining evangelists) </li></ul></ul>
  9. 9. 1. Content Creation <ul><li>Content With relevance </li></ul><ul><ul><li>Target groups: </li></ul></ul><ul><ul><ul><li>System Administration, IT Managers </li></ul></ul></ul><ul><ul><ul><li>VP, C Level executives for Engineering and IT </li></ul></ul></ul><ul><ul><li>Topics: </li></ul></ul><ul><ul><ul><li>IT made easier, Tips, Techniques, Tools, Implementations, Voice of experience </li></ul></ul></ul><ul><ul><ul><li>Thoughts on blogs by other influencers, IT as a profit center* </li></ul></ul></ul><ul><ul><li>Tags, Keywords: Appropriate to Topic </li></ul></ul><ul><ul><li>Frequency: Set a schedule, follow the schedule </li></ul></ul>
  10. 10. Content Creation contd… <ul><li>Types of Content </li></ul><ul><ul><li>Whitepapers, FAQ sheets, Articles, PR </li></ul></ul><ul><ul><li>Corporate blog, 3 rd party blog, Interviews, Analyst reports </li></ul></ul><ul><ul><li>Images that explain product, Presentations, webinar, Videos </li></ul></ul><ul><ul><li>Conferences, Podcasts, webinars </li></ul></ul><ul><li>Where the Content resides? </li></ul><ul><ul><li>All content should be on corporate website </li></ul></ul><ul><ul><li>Content placement sites (Article sites, Flickr, Scribd, etc) </li></ul></ul><ul><ul><li>3 rd party communities (forums, blogs, groups) </li></ul></ul><ul><ul><li>Networking sites for Promotion </li></ul></ul>
  11. 11. Content Creation – Example (Internal content) Featured webinar Video by Newscale on the website
  12. 12. Content Creation – Example (External content) A newscale article submitted in Utilizer (Sys-con.com)
  13. 13. Content Creation - Example A Dynamic Ops article on High tech in a Hub
  14. 14. 2a. Content Propagation
  15. 15. Visual Content Propagation - Example NewScale’s YouTube channel with7 videos A NewScale Case Study on Slideshare with 309 views
  16. 16. Content Propagation - Example A Dynamic Ops update on the Facebook wall. It leads it to the site content
  17. 17. Content Propagation - Example A Dynamic Ops Tweet. It leads it to the site content / webinar and events
  18. 18. 2b. Blog Marketing
  19. 19. 2c. Promoting Webinars and Events <ul><li>Create a page for the webinar or event on the corporate website. </li></ul><ul><ul><li>E.g. http://www.newscale.com/cw/ </li></ul></ul><ul><li>Create Event pages on Social Media sites </li></ul><ul><li>Add Relevant keywords and tags for the page </li></ul><ul><li>Online registration with complete lead info </li></ul><ul><li>Promote </li></ul><ul><li>Invite target profiles to the webinar. </li></ul><ul><li>Bookmark and publicize the event through various groups, blogs and networks </li></ul>
  20. 20. Webinar Marketing - Example
  21. 21. 3. Influencing the Influencers
  22. 22. Building and Managing a Community <ul><li>Internal Community – Long term </li></ul><ul><li>Using social channels & networks with interactive content to bring audience to our community site </li></ul><ul><li>A forum for Gale to listen and interact with target groups on issues relevant to all aspects of Gale </li></ul><ul><li>Leveraging External Communities </li></ul><ul><li>Seed conversations </li></ul><ul><li>Invite relevant TG to participate in the conversations </li></ul><ul><li>Interact with other influencers on topics of importance. </li></ul>
  23. 23. Benchmark Data
  24. 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. 25. Benchmark Data – Gale Technologies Presence across social accounts <ul><li>Minimal Social Media Presence </li></ul><ul><li>Currently not being used for Marketing </li></ul>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. 26. Benchmark Data - Traffic <ul><li>Traffic Analysis </li></ul><ul><li>Date range : Jan 1 st to Feb 15 th 2011 </li></ul><ul><li>Total Traffic: 3911 visits </li></ul><ul><li>Traffic /Business day – 120 to 143 </li></ul><ul><li>Highest traffic – Feb 8 th 2011 – 143 visitors </li></ul><ul><li>Bounce rate of 44.62% - expected where most traffic is Direct or Organic </li></ul><ul><li>62.29% of all visitors are New visitors, most of whom visit from Google or directly to the site </li></ul><ul><li>Website generates very low but good quality traffic </li></ul><ul><li>Most visitors to the site know about Gale Technologies before they visit </li></ul><ul><li>PR campaigns have no significant impact on traffic levels </li></ul>
  27. 27. SMM Plan
  28. 28. SMM Plan of Action April, May June <ul><li>Plan Implementation </li></ul><ul><li>Tracking, Reporting, measuring deviation from expectations </li></ul><ul><li>Optimized content </li></ul><ul><li>Phase 2- Evangelization goals, strategy, plan </li></ul>June July <ul><li>Phase 2 Plan Implementation </li></ul><ul><li>Continued optimization, new strategies & plans to increase traffic </li></ul><ul><li>Profiles, channels in place </li></ul><ul><li>Content creation process implemented, fine tuned </li></ul><ul><li>Content promotion process implemented, reviewed </li></ul><ul><li>Early tracking, metrics </li></ul><ul><li>Optimization plan </li></ul>March 1st to April 1st Feb1 to 23 <ul><li>Brief completed </li></ul><ul><li>Research </li></ul><ul><li>Competitive analysis </li></ul><ul><li>Strategy </li></ul><ul><li>Plan </li></ul><ul><li>Analytics </li></ul>
  29. 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 <ul><ul><li>Bookmarking blog posts across relevant social bookmarking sites such as Stumbleupon, Delicious etc </li></ul></ul>100 - LinkedIn Post in groups and event marketing 5 Content Promotion <ul><ul><li>Syndicating 2 articles to 10 article syndication sites each. The articles will be optimized for a specific group of keywords each time before syndicating </li></ul></ul>20 - Blogger Outreach <ul><ul><li>Identifying & Networking with Key Influencers </li></ul></ul><ul><ul><li>Starting 2 discussions on 4 forums per week </li></ul></ul>4 -

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