I am going to take a real-world example and do my project on a company I work for, a self-funded start-up that nobody has heard of, CloudGizmos (www.cloudgizmos.com). I want to create a social media strategy that gets us on the map and in touch with our customer base.
1. Problem: Nobody knows about us
2. Goal: To get on our customer's radar
3. Budget: Up to $100
4. Timing: By 09/01/13
1. What's stopping us from being successful?
Search - People are having a hard time finding the brand
Discovery - Not enough people know about the brand
2. Where are we on the FCB Grib?
High Involvement/Think product
People want all the information they can about the app itself, it's features, price, deployment process, how it works, what makes us different from our competitors, what other companies we've worked with - the facts
Turning the goal into a question: How do we get on our customer's radar (help them find our brand)?
Look at competitor: How do our competitors get and stay on their customer's radar?
Additional questions: Where do our customer's get their info? What do they learn about new products? How do our competitor talk to customers? What are our customer's consumption habits? Why do they buy?
Social Media Strategy Toolbox:
No data on CloudGizmos or our biggest competitor Cirrus Insight, on Compete.com. I guess this means we both have low search traffic in the US.
AppExchange (site where people review or buy our app) on Compete.com. Peak traffic for unique visitors was in June and February. For returning visitors, traffic peaked in March and April. Related sites: Twitter.com, RingLead.com, pingidentity.com, harvestsolutions.com, crmfusion.com, and cloudconversion.com.
Salesforce.com is on there. They had over 1 million unique visitor June 2013. The average visitor is between 35-54 years old, making $60-100K+, and is male. They are mainly coming from google.com (searching keywords with salesforce or salesforce login) and leaving the site to go to force.com or google.com again. Related sites: rightnow.com (to be bought by Oracle), highrisehq.com (crm for small business), freecrm.com, act.com, netsuite.com, and sugarcrm.com.
Google Trends show that interest in Salesforce and Gmail has been rising within the last 6 months. Popular in the United States (especially California, New York, and Texas) and the UK. Peaks in June. Low in May. People are searching "Gmail to Salesforce", "Salesforce and Gmail", "Google Apps Salesforce", "Apps for Salesforce", "Salesforce Google" and "Google Apps CRM". People are also including words like "best" and "mobile" in their search terms.
Google Keyword Tool shows that from their Desktops and Laptops, hardly anyone is searching for "cloudgizmos" and "the scoop composer". They are searching for our biggest competitor "cirruspath" over 10 times as much as "cloudgizmos" and "cirrus insight" over 100 times as much. Keyword ideas include: "contact management", "apps sync" and "calendar sync". Ad group ideas include: "Salesforce", "CRM"
Google AdWords Planner shows us that Males age 25-34 are more likely to visit these sites. This audience is interested in SEO & Marketing, Web Design & Development, Web Services, Mobile, & Blogging.
Couldn't use Facebook Analytics because we do not yet have a page on Facebook.
Consumer Barometer tells me that 52% of Americans purchase Computer Software Online. A high percentage are doing research online and using search engines to research. Only 4-5% are using mobile to research before buying. Also, a large amount of people associate brands at the top of the search list to product the highest quality, best products. Also, being local and recommended by friends is an edge.
Think with Google says our top viewed video is "Docmocracy in a Nutshell." This is listed as our only image. Only one of the "topics" makes sense "Contextual Salesforce data". The others don't. I need to figure out how these topics are determined. We are only mentioned in Google+ twice and Youtube users can only comment on one of our two videos. We don't have many +1s on Google+ or Google News Headlines.
Pew Internet says we are moving towards living completely in the Cloud in 2020. It also says that "Online users who take advantage of cloud applications say they like the convenience of having access to data and applications from any Web-connected device." However, data security is very important to them. Studies predict a large trend in mobile for cloud apps.
We are only in Topsy for our listings on the AppExchange. Whereas our competitor, Cirrus Insight is in there for an article on pymnts.com, for their website, with comments on Twitter, for a blog on blogspot, an interview on www.buttonclickadmin.com, an article on www.businesswire.com announcing sponsoring a gSocial 2.0 conference (for Google Apps Resellers and ISVs) on finance.yahoo.com and on twitter, an image on ow.ly, publicity around winning Foursquare as a client on twitter and on hostreview.com, an article on crashcloud.com announcing happy hour event, an article on thestartupangel.com, publicity around being nominated for the UP2012 Cloudawards, a twitter post on www.df.com, announcing free drinks and appetizers at their booth during Dreamforce, a job listing on stackoverflow.com and workerpod.com, publicity of Jason Hubbard joining company as VP of Marketing on twitter and www.teknovation.biz, and a trust disclaimer article (ie: third parties on their website).
Twitter Advanced Search shows us that Cirruspath tweets a lot - about product updates, support announcements, publicity announcements (new clients, even sponsorship, award nomination - ex: Best Cloud Middleward at CloudSlam, interviews), user feedback forum ideas/responses, announcing jobs and blogs, listings (AppExchange, Business Wire, Enterprise Select, SPI Software), features on roadmap, aricles (destinationcrm.com, killerstartups.com), and endorsements by consultants/ consulting companies. Their latest messaging is around customization, how quick and easy it is to install, putting the power of Salesforce in Gmail, and Calendar Integration. Strangely, though a lot of their links don't return results - so they're either expired or fake.
Most tech social campaigns on Creative Sandbox have to do with simulators, cool apps, viral videos, interactive videos, showcasing style, personal stories, experiential events (with Tweets), and street guerilla stunts (also attracting the masses to get social).
On Mixrank I can see that Cirrus Insight has text ads on their own website (keyword: salesforce software) and published by: jonholato.com, snaphow.com (keyword: backup outlook messages), blogoscoped.com, gadzi.com (keyword: export outlook mail). Their messaging is around "saving email to salesforce" (Productivity) in "one click" (Easy to use), "salesforce in your inbox" (Convenience), "most popular app on appexchange" (Popularity), "Instantly viewing Contacts in your inbox" (Again, easy and convenient), "try it free" (Free stuff!)
On Banner Blog I can see themes of interactive, gamified banner ads, cartoon characters that move, and funny videos.
And lastly, on Peter Kim's Wiki I can see a trend in High Tech of blogging/microblogging, sharing/microsharing, podcasting, virtual worlds, social networks, online video, crowdsourcing/voting, wikis, presentation sharing, bookmarking/tagging, forums, and content aggregation.
Mining Conclusion: Most people find us through Google search or searching Salesforce appexchange. We have to be on the first page of the Search Results or they will not likely find us. Note: We should pay attention to the key phrases people are searching for and make sure we are SEO-optimized for each. It might not hurt to look into Google Ad Words too. Our audience is interested in quality, mobility, credability and contact management. Our consumers need to be able to find as much info about our product online as they can. They want all the information at their fingertips online before they buy (online). They also want reviews and recommendations by people in the industry they know or respect (possibly use Google+ and our internal Google network for this?) Twitter is driving tons of people to our competitor's site. They also use blogs, publicity from articles, events they sponsor/attend, and a user feedback forum to drive people to their site. They use Twitter to announce product updates, publicity updates, support announcements, new blogs, and jobs. Their latest messaging is around customization, ease of use, calendar integration, and the power of Salesforce in your Gmail. Most tech social media campaigns I found were with big companies that had a lot of money to spend on highly interactive mobile apps, simulators, videos, gamefied banner ads, and guerilla stunts. As a start-up, we might have to rely more on Peter Kim's trends of blogging, sharing, crowdsourcing, forums, social networks, tagging, and sharing as much content as we can with our networks. In addition, if we want to explore inexpensive advertising online (Text Ads), we should look at our competitors messaging (Convenience, Ease of Use, Popularity, Free Trial).
We have a competitive product but nobody knows about it. On top of that, our competitor is hugely popular, super social, and ahead of us in terms of features.
So how do we get on our customer's radar?
We need to hook people at the Search stage. They already know they want a Google Apps Salesforce integration. They search Google and Salesforce Appexchange to start their search.
We also don't want to lose out during the Assess stage. We need a credible online reputation that keeps them hooked. Our competitor uses AppExchange reviews, blogs, awards, events and articles to create a credible online rep.
*1. SEO Overhaul to get to the first page of Google
*2. Look into running Google Ad Words / Text Ads to compete with competitor messaging
*3. Contact all current users, incentivizing them to write an AppExchange Review
4. Invite internal Google users to our Google+ page and incentivize to +1 and invite their friends.
5. LinkedIn Advertising
6. Go through list of online publications that have written up competitor and contact with press release
7. Start a blog
8. Make appearance at Dreamforce
9. Look into other events / awards competitor has attended / applied for and enter
10. Get a Twitter Account and post at least weekly - run Twitter ads - drive to site
11. Create user feedback forum
12. Blogger outreach program
13. Online seeding
14. Facebook Community Management