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Icertis: A Social Media Strategy Built on the Dragonfly Model
Who is Icertis?
“Icertis is the leader in providing enterprise solutions in the Microsoft Cloud. We are one of the few technology companies globally that builds and implements cloud native product and solutions that address specific business needs of enterprises.”
Key Applications:
•Contract and Compliance Management
• Transportation Management
•Channel Partner Relationship Management
FocusGrab
Attention
Engage Take
Action
Human
Actionable
Testable
Clear
Happiness
Set short-term, micro-goals.
How will you
measure your
success?
What listening/a
nalytic tools will you use?
How does your goal align with the values
and needs of your
audience?
Be specific and focus on a single problem/iss
ue.
Does your audience
care about your goal?
Goal
Sett
ing
Tailor your goal to your
audience using the
data you’ve collected.
Experiment Gather Data Analyze
Revis
e
Grab Attenti
on
Engage
Take Action
Focus
Personal
Visual
Visceral
Unexpected
Create content w/ a personal
hook in mind.
Show, don’t tell. How can
you convey your
content visually?
Infographic Video
Tap into the
emotions of your
audience.
What is your
audience curious about?
Reframe a common problem
of interest.
Experiment Gather Data Analyze
Revis
e
Grab Attenti
on
Engage
Take Action
Focus
Tell a story.
Empathize
Be Authenti
c.
Match the
Media.
Is your content
compelling?
Listen to your
audience.
What is important
to your audience?
Let your love for
your own business come out in your
content.Observe the ways
your audience uses the channels
they’re on.
Don’t present the
same content in the same
ways through the same channels.
Is your content
memorable?
Does your content convey
information your
audience needs/wants
?
It’s OK to use first-person.
Experiment Gather Data Analyze
Revis
e
Grab Attenti
on
Engage
Take Action
Focus
What is your
relationship to your audience?
Ask
Make the
action easy.
Tailor the
action.
Close? (Family/Fri
ends)
Your audience
relationships dictates the “Ask”
What is important
to your audience?
Make the action
concrete – click,
forward, like, download,
etc.
Does taking the action
benefit your specific
audience in some way?
Is taking the action going to be fun or engaging for
your audience?
Far? (Customers/Clients/Fa
ns)
Minimize steps to
complete.
Make the action clear.
Does the framing of the action
inspire trust and a
willingness to share?
Experiment Gather Data Analyze
Revis
e
3 Overarching Goals:
•Generate Leads
• Establish Key Icertis Figures as Industry Thought Leaders
• Improve Brand Awareness
FocusGrab
Attention
Engage Take
Action
Lead Generation• Who are Icertis' potential leads?
• Top executives (CXOs, VPs, Directors) of companies operating in banking and insurance, logistics, manufacturing, retail and media industries
• What are their preferred business channels?• 47% still prefer emails with vendor sales person • 72% look actively to the product before scheduling a meeting
• Microgoal #1: increase by 25% product demo downloads in a month
• What about social media? • only 16% use social media to engage in business conversations• Projected to become 57% in 3/5 years
Sources: IBM Global CEO Study, May 2012;Technology Buyer Insight, Forrester Research, 2010
FocusGrab
Attention
Engage Take
Action
Lead Generation• LinkedIn is the social media tool to reach Icertis’ potential
leads. Why?
Sources: Marketing LinkedIn, May 2012;The New Symbiosis of Professional Networks, November 2011
149 million business leads in India, 1/5 business decision makers
220 million business leads in US8/10 business decision makers
50% of executives rate LinkedIn a good resource for recommendations for enterprise software products
24% of C-Level executives state that LinkedIn influenced a purchase decision
88,000 IT leads are on LinkedIn
93% of executives is already using Social media
• Microgoal #2: increase by 25% followers on LinkedIn page
FocusGrab
Attention
Engage Take
Action
Lead Generation• Currently Icertis uses LinkedIn mostly for recruiting purposes.
• How to stand out?• Exploit all the opportunities of a company page (ex.:
Microsoft LinkedIn page)• Good practices: Post frequent status updates; add informative
description about customers; insert website link and the blog feed URL; build a product and service page; embed links to YouTube; seek recommendations for the products; check analytics; consider LinkedIn advertising
• Create a LinkedIn Group (ex.: Dell Business Solution Exchange)
• Good practices: create valuable brand contents with articles, reports, webinars, infographics etc; use the Announcements strategically creating an email marketing strategy
Focus Engage Take
Action
Lead Generation• In order to engage LinkedIn followers:
o Post on regular basis, at least once a week and include rich media. You can reuse the same content for the Group and the status update, just find a different angle
o Make it all about the followers, providing interesting added-value content about the cloud industry. Use Content Strategy Generator tool to identify hot topics
o Customize your message, remember for example, to change LinkedIn automatic generated subject line
o Be empathic, thank new followers, show theme there’s a person behind the tool
o Follow other companies and engage with their people. Promote other businesses and, for example, their career opportunities
Engage Take
Action
Focus Engage Take
Action
Lead Generation• Followers are more active when explicitly called for action.
• 2 Microgoals, 2 actions to call for:o MG#1: increase the number of LinkedIn followerso encourage existing employees to connect with Icertis’ pageo Post an invite to follow your page within relevant Linkedin Groupso Invite your followers to share content and post comments. Be
explicit using short questions (what do you think.. share this...)
o MG#2: increase the number of product demo downloadso In your post or status updates link often Icertis website with the
invitation to download a demoo On the website be sure to spotlight the product demo, ideally in
the home page
Take Action
Take Action
FocusGrab
Attention
Engage Take
Action
Thought Leadership Who is the target audience for Icertis’
thought leadership message?
• Leaders within cloud computing
• Technology evaluators
• Journalists and media covering innovations in cloud for potential story content
• New untapped markets
FocusGrab
Attention
Engage Take
Action
Thought Leadership• Icertis is one of the leaders in enterprise
solution for the Azure cloud, your ideas and opinions matter
• Provide relevant content to audience which is diverse – IT evaluators require more technical information, media will latch onto sound bites and shorter form pieces
• Infographics – comparisons between cloud solutions and standard enterprise solutions
• Blog as the mouthpiece for pushing out your message, keep readers engaged
FocusGrab
Attention
Engage Take
Action
Thought Leadership• Effective blog posts are the best way to
engage with your audience, provide hooks to get readers to respond, offer opinions, get conversations going, use responses as a way to generate more blog content
• Encourage readers to share posts via social sharing buttons use different tag lines to hook in different audiences and channels
• Engage in person – Icertis’ main face to face engagement is at trade shows and conferences, use social media as a way to publicize events and appearances
Grab Attenti
onEngage
Take Action
Thought Leadership• As Icertis ramps up their presence in
social media, there will be more opportunities for networking and engagement
• Ask followers and readers to share content via retweeting, liking posts, encouraging them to follow Icertis on various social channels, encourage them to download white papers, slide decks
•Measure success using social monitoring tools and web analytics
Focus
Grab Attenti
onEngage
Take Action
Brand Awareness• Icertis needs to build a brand that reflects
them as an expert in cloud management
• Icertis is the leader in cloud management and should establish themselves as a thought leader.
• Social media presence can help build a strong brand awareness
Focus
Grab Attenti
onEngage
Take Action
Brand Awareness -Strategies*Redesign website for SEO purposes.
*Create profiles in popular social media channels, as well as a blog.
*Provide regular informative contents in these channels
*Develop a “voice” and a “personality” of a thought leader in the subject matter
*Incorporate social media in industry trade shows and conventions.
Focus
Grab Attenti
onEngage
Take Action
Engage your Audience•Be engaging
• End blog posts with questions.
• Invite readers to share their thoughts and comments
•Retweet and respond to tweets that are informative and relevant
Focus
Grab Attenti
onEngage
Take Action
Measurement•Utilize tools such as Google Analytics on
your website
• Facebook “likes”
•Number of Twitter followers and retweets
• YouTube subscriber count and video views.
Focus
Icertis website recommendations for going social
Icertis website recommendations for going social
Icertis website recommendations for going social
Icertis website recommendations for going social
Icertis website recommendations for going social
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