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Network Instruments Social Media Plan

2012 Social Media Plan
by

Ben Jolley

on 25 February 2013

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Transcript of Network Instruments Social Media Plan

Phase 1: Research Phase 2 & 3: Monitoring Phase 4: Circle Back 2012 Social Media Plan Goal Objective The purpose of this plan is to more fully engage with key influencers online and gain visibility with existing and potential customers.

The key influencers we wish to engage with include analysts, bloggers and media who focus on network and application management.

We recommend using Twitter, LinkedIn and online blogs as the channels to help raise Network Instruments’ profile with these key influencers and customers. We plan to:
Engage online influencers
Strengthen relationships with influencers, analyst and industry experts
Opens more channels for positive communication, which increases potential touch points
Increase thought leadership
Increase promoters and decrease detractors In 2011, Connect Marketing surveyed users across many demographics to identify the most important channels for obtaining information about companies and their products. As expected, traditional tech media remains the #1 source.

Our current PR efforts focus on the technology, business and trade publications for coverage and thought leadership (three of the top ten channels).

The social media program helps expand Network Instruments’ reach to eight of the top ten influential channels. The program is designed to drive engagement and regular thought leadership in the areas of word-of-mouth, online forums, industry blogs and corporate/vendor blogs. Cost: $2,500, one-time fee
Timing: Would take 3-4 weeks The first step will determine the areas of focus that matter most to Network Instruments. Connect and NI teams will leverage the topics from your 2011 marketing messaging document (see below), and create areas of focus to then create a more granular engagement strategy in the above-mentioned social media channels.

Topic Areas: (please see attached example for reference)
Data Center
VOIP/UC
Application Performance Monitoring (APM)
Virtualization Monitoring (VDI, Virtual Networks)
Cloud Monitoring

Next we will conduct in-depth research to find the key influencers/bloggers and the conversations that matter most to NI. Each grouping needs to be treated differently to achieve the desired results.

Find influencers:
Top-tier bloggers
2nd/3rd-tier bloggers
Forums and communities
LinkedIn groups
Key Twitter People

Find conversations by leveraging:
Sysomos
Google
Manual searching
LinkedIn group emails
Rss feeds

Then we would determine the key terms – including competitive terms, Network Instruments products and key words – that matter most to our users. We will then create a Boolean search to help find all of those conversations. These terms will be refined over time as we notice what matters most to the customers and influencers.

Once we have all of this in place, we would then develop a messaging document that includes key messaging, talking points and links back to NI for the purpose of quickly creating responses. The message document would be a dynamic document that would be updated and maintained through the monthly/quarterly budget. Please see attached example message documents we have developed for another client.
Cost: $7,000 per quarter (can be billed monthly or quarterly) Finally we move into monitoring and responding:
Daily monitoring
Monitor blogger websites, influencer Twitter feeds as well as forums and communities
Watch for conversations within topic areas to join discussions
Forward information in a timely manner
Create responses to blogs, forums and communities as appropriate
Ask internal teams to review, draft post and then post
Escalate as needed
Respond within forum
Linking as needed—Bit.ly
Transparency—Disclosure issues

We will be provided extensive metrics to demonstrate the value of this engagement strategy. We will:
Measure the conversations connected with key terms and the total reach of these interactions across their followers.
Monitor the relationship of how terms are related to – and how they influence – each other and what terms are likely to influence interactions.
Measure the number of new Twitter followers and influencers we have developed relationships with. Phase 4 is a step back from what we have done over the two-month period to determine the best approach to operating and maintain the social media plan. The NI and Connect teams would meet to break down what worked well and what didn’t to decide the best approach moving forward. By monitoring the social media channels, engaging with influencers and customers, and then directly tracking these interactions, we can show the return on influence for the organization. The ultimate benefit is to build meaningful relationships with key influencers while increasing share of voice and thought leadership for NI. Ultimately we are hoping to spur new sales opportunities. We want to ensure when a sales person walks into an enterprise account that the primary contact has already had exposure to Network Instruments and its products.

PR and analyst relations will more fully benefit from this engagement by incorporating links to NI content in news releases, blog posts and comments across the social media channels mentioned above. Most if not all interactions will link back to Networks Instruments content like news releases, product pages and videos.

Focused and productive engagement has proven to increase share of voice, positive social media responses toward a company and decrease detractors. This program also provides a conduit to directly engage with analysts where they are already participating, such as blogs, forums and community groups. This allows us to influence the trends and topics they are watching. Additionally, there are direct improvements to overall SEO for the site through the linkbacks to relevant content we place within the blog comments, tweets and so forth. Next, Connect Marketing would do all the monitoring and recommending the team for the next 30 days. Connect would also help write the responses/comments to be published on the blogs and forums. Benefits/Return on Influence: Measuring (cc) image by anemoneprojectors on Flickr Working Proposal: As we move ahead with monitoring, we have determined to establish a four-phase process to weigh the program and access if this can be accomplished internally or if it would be more appropriate for Connect Marketing to manage the monitoring and posting of comments. Connect will provide a monthly interaction report on the overall engagement with influencers. The monthly report will include the total number of engagements, highlight the topics covered and the tone and total reach of these engagements.
The monthly interaction report will include the following:
Complete interaction log

Highlights
Reactions of note
Common themes
Campaign coverage

Scorecard
Total opportunities in outlets
Total reactions engaged in
Tonality of post (positive, negative, neutral)
Tonality of post with Network Instruments mentions
Tonality of reactions
Demand Generation & Nurturing (requires a monitoring solution like Omniture)
Click-through rate
Conversion ration
Registrations

Metrics (Enterprise)
Tonality of reactions & Network Instruments mentions combined We recommend that first Network Instruments would do all the monitoring and responses for the first 30 days. This is to show if the internal team is able manage this effort on top of their existing workload. NI To Do: Connect To Do: Circle Back Affinity Survey As mentioned before, we will step back from what we have done over the two-month period to determine the best approach to operating and maintain the social media plan. We would break down what worked well and what didn’t to decide the best approach moving forward. Connect to do research: The first step will determine the areas of focus that matter most to Network Instruments. Connect and NI teams will leverage the topics from your 2011 marketing messaging document (see below), and create areas of focus to then create a more granular engagement strategy in the above-mentioned social media channels.
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