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Icertis : A Social Media Strategy Built on the Dragonfly Model. Who is Icertis ?

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Presentation Transcript
slide2

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
slide3

Focus

Grab Attention

Engage

Take Action

Human

Tailor your goal to your audience using the data you’ve collected.

Actionable

Set short-term, micro-goals.

Revise

Goal Setting

What listening/analytic tools will you use?

Testable

How will you measure your success?

Clear

Be specific and focus on a single problem/issue.

Analyze

Happiness

How does your goal align with the values and needs of your audience?

Does your audience care about your goal?

Experiment

Gather Data

slide4

Focus

Grab Attention

Engage

Take Action

Personal

Create content w/ a personal hook in mind.

Revise

Visual

Show, don’t tell. How can you convey your content visually?

Infographic

Video

Visceral

Tap into the emotions of your audience.

Analyze

Unexpected

What is your audience curious about?

Reframe a common problem of interest.

Experiment

Gather Data

slide5

Focus

Grab Attention

Engage

Take Action

Tell a story.

Is your content compelling?

Is your content memorable?

Does your content convey information your audience needs/wants?

Revise

Empathize

Listen to your audience.

What is important to your audience?

Be Authentic.

Let your love for your own business come out in your content.

It’s OK to use first-person.

Analyze

Match the Media.

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.

Experiment

Gather Data

slide6

Focus

Grab Attention

Engage

Take Action

What is your relationship to your audience?

Close? (Family/Friends)

Far? (Customers/Clients/Fans)

Revise

Ask

Your audience relationships dictates the “Ask”

What is important to your audience?

Make the action easy.

Make the action clear.

Make the action concrete – click, forward, like, download, etc.

Minimize steps to complete.

Analyze

Tailor the action.

Does taking the action benefit your specific audience in some way?

Is taking the action going to be fun or engaging for your audience?

Does the framing of the action inspire trust and a willingness to share?

Experiment

Gather Data

slide7

3 Overarching Goals:

  • Generate Leads
  • Establish Key Icertis Figures as Industry Thought Leaders
  • Improve Brand Awareness
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

Grab Attention

Take Action

Focus

Engage

Lead Generation

Sources: IBM Global CEO Study, May 2012;

Technology Buyer Insight, Forrester Research, 2010

lead generation1
LinkedIn is the social media tool to reach Icertis’ potential leads. Why?

Grab Attention

Take Action

Focus

Engage

93% of executives is already using

Social media

149 million business leads in India, 1/5 business decision makers

24% of C-Level executives state that LinkedIn influenced a purchase decision

88,000 IT leads are on LinkedIn

Lead Generation

50% of executives rate LinkedIn a good resource for recommendations for enterprise software products

220 million business leads in US

8/10 business decision makers

  • Microgoal #2: increase by 25% followers on LinkedIn page

Sources: Marketing LinkedIn, May 2012;

The New Symbiosis of Professional Networks, November 2011

lead generation2
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

Grab Attention

Take Action

Focus

Engage

Lead Generation
lead generation3
In order to engage LinkedIn followers:

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

Make it all about the followers, providing interesting added-value content about the cloud industry. Use Content Strategy Generator tool to identify hot topics

Customize your message, remember for example, to change LinkedIn automatic generated subject line

Be empathic, thank new followers, show theme there’s a person behind the tool

Follow other companies and engage with their people. Promote other businesses and, for example, their career opportunities

Take Action

Take Action

Focus

Engage

Engage

Lead Generation
lead generation4
Followers are more active when explicitly called for action.

2 Microgoals, 2 actions to call for:

MG#1: increase the number of LinkedIn followers

encourage existing employees to connect with Icertis’ page

Post an invite to follow your page within relevant Linkedin Groups

Invite your followers to share content and post comments. Be explicit using short questions (what do you think.. share this...)

MG#2: increase the number of product demo downloads

In your post or status updates link often Icertis website with the invitation to download a demo

On the website be sure to spotlight the product demo, ideally in the home page

Take Action

Take Action

Take Action

Focus

Engage

Lead Generation
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

Focus

Grab Attention

Engage

Take Action

Thought Leadership
thought leadership1
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

Focus

Grab Attention

Engage

Take Action

Thought Leadership
thought leadership2
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 audiencesand 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

Focus

Grab Attention

Engage

Take Action

Thought Leadership
thought leadership3
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 Attention

Engage

Take Action

Thought Leadership
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 Attention

Engage

Take Action

Brand Awareness
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 Attention

Engage

Take Action

Brand Awareness -Strategies
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 Attention

Engage

Take Action

Engage your Audience
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

Grab Attention

Engage

Take Action

Measurement