Social Media Strategy: External
description
Transcript of Social Media Strategy: External
External Social Media StrategyCreated by: Dirk shaw
© VIGNETTE 2009 CONFIDENTIAL & PROPRIETARY 2
“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 .
© VIGNETTE 2009 CONFIDENTIAL & PROPRIETARY 3
“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.
Listento the community at large.
Social Media Strategy: External
Learn about customer preferences.
Interactonline social networking activities.
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
Goal: Shape perception of company and engage thought leaders
Perception & Influence
• Change in sentiment
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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
Visitor segments are defined by task
Lurker Searcher Participant AdvocateNew visitor
Spreading
Attracting
Transacting
Discovering
Contributing
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Goal: Increase social media engagement across touchpoints
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
Goal: Increase social media relevance of Vignette
Conversion: Transactions
•Page Views •Registration for webinar
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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
Toolswe will use for connecting
Social Media
..what ever is next
Listento the community at large.
Learn about customer preferences.
Interactonline social networking activities.
Share insights on trends & products.
Tools we will use to execute social media strategy