social media strategy: external
DESCRIPTION
Version 1 of our external social media strategy, goals and metrics.TRANSCRIPT
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External Social Media StrategyCreated by: Dirk shaw
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© 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 .
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© 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.
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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
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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
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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
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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
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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