Citrix Social Media Strategy for Customers

Prepared by:Matson Sparling

Wendy SoucieBarbara Daniels

STRENGTHSProduct enhances productivity, and reduces

costs and travel time

Brand is well-known in market and has an established presence in social web

Mobile apps being delivered to iPhone

Complimentary online products

Sensitivity to budget costs

Helpful phone support

Makes telecommuting very possible

Webinar becoming core business application

STRENGTHS“I did EXTENSIVE research when our small company began looking for a new webinar service (we were using Microsoft LiveMeeting which we had a lot of technical difficulties with).

GoToWebinar/GoToMeeting with CITRIX ended up being the best tool for us, financially, and their team is great. They are extremely helpful and have been supporting us for over a year now. Flexible with outside audio conferencing options, very easy to learn, no loading any presentations ahead of time, and a lot of different tools and options. Instead of text-sent questions, GoToWebinar also offers a "chat" Q&A option so that presenters are not interrupted...

I coordinate all of the webinars for our entire company using this one product, and I would be happy to discuss with you further if you have any more specific questions.”

Cat PaschalGraphics /Marketing Washington DC

WEAKNESSESCostly for entry level

Customer frustrations

Commoditized by users

Lack of excitement in the marketplace

Very little social engagement for this division, especially in support

Need to integrate into core business of Citrix

Need to embrace online social marketing like other parts of business

WEAKNESSES

DAVIS BLAIR, Principal at Alliancesphere

Contributor to the Collaborative Innovation Blog“Cisco has done an excellent job integrating WebEx to their core business and embracing the new paradigm of online marketing. If you doubt it, count the minutes it takes for a rep to call after you sign up for a Webex demo.”

OPPORTUNITIES1. Competitors do not seem to

have a comprehensive social media engagement

2. Leverage customer support forums

3. Cultivate product management engagement with customer base

4. Establish a ‘branded’ white labelsocial network to accomplish2 & 3

THREATSCompetition – Customers

frequently compare GTM with other products and ask the opinions of others

Citrix – Is not responding in these discussions & engaging customers

Many new opensource & free tools

12 MONTH GOAL 25% increase in support issue

resolution with a 10% decrease in support operations costs

Implement 25% of new product features submitted and ranked by community

Increase by 20% quarter over quarter number of positive sentiments and endorsements submitted by GTM advocates

MISSION

Collaborate across the net to build the world's best collaboration tools. Empower employees to identify and enlist customer advocates. Solicit input from advocates in support, product development and community contribution.

BENEFITS TO ECOSYSTEM Customer representatives identified to

increase public participation and support

Create branded online community for employees to meet customers and exchange best practices

Provide user requested solutions

Gain valuable feedback and insider knowledge

Gain pre-launch awareness of new products & features

ACTIONSApply knowledge from SWOT analysis in

development of social web strategy Create a Support Program that will address

customer issues with engagement by employees at multiple social networks - Immediate Start and ongoing

Create Product Program that will engage users, customers and stakeholders in communication on new products and solutions. Start 6 months after Support Program. Listen and identify users of the support program and influencers at large and invite to branded community

Support PROGRAM Dedicate and train 10 support personnel to

participate in 'public' Social Networks

1 each for Yahoo Groups, Twitter, LinkedIn, Facebook

1 to monitor Flickr, YouTube, Blogger, and MySpace

5 for branded site – provide tips & tricks, create on-line support documentation, 'expert' peer support

Measure number of questions answered and number of 'network connections‘

Product PROGRAM Each product manager to spend 10-20% of time

with customer advisory group in branded social networking site

Advisory members will be selected based on community participation and overall influence / number of connections.

Primary goal is to validate acceptance and consumer need for at least 50% of new product features

Secondary goal is to use group to help prioritizeand facilitate correction of product defects

Success measurements: increased positive sentiment, active participation in branded community (posts and comments), and overall improvement in marketshare

PROGRAM Phases

Phase 1 – Inform: Help them, don’t

sell them

Phase II – Build Buzz

and Excitement

(articles, videos,

contests)

Phase III – Interact and

Engage

Phase IV – Use

Traditional Media to

Supplement

REPORTING Tools/Timing - Perform bi-monthly

assessment of top Twitter followers and bloggers using Social Media summary tool

Record and compare number of:

• Network connections

• Contributions / posts

• Participants / views

PROGRAM Citrix On-line and GTM, in

particular, will see a 0.5% sales return on their investment in a comprehensive social media strategy

Citrix On-line will see better customerretention and expanded portfolio usage by its customers