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

e

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

e

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

e

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