Icertis: A Social Media Strategy Built on the Dragonfly Model

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

FocusGrab

Attention

Engage Take

Action

Human

Actionable

Testable

Clear

Happiness

Set short-term, micro-goals.

How will you

measure your

success?

What listening/a

nalytic tools will you use?

How does your goal align with the values

and needs of your

audience?

Be specific and focus on a single problem/iss

ue.

Does your audience

care about your goal?

Goal

Sett

ing

Tailor your goal to your

audience using the

data you’ve collected.

Experiment Gather Data Analyze

Revis

e

Grab Attenti

on

Engage

Take Action

Focus

Personal

Visual

Visceral

Unexpected

Create content w/ a personal

hook in mind.

Show, don’t tell. How can

you convey your

content visually?

Infographic Video

Tap into the

emotions of your

audience.

What is your

audience curious about?

Reframe a common problem

of interest.

Experiment Gather Data Analyze

Revis

e

Grab Attenti

on

Engage

Take Action

Focus

Tell a story.

Empathize

Be Authenti

c.

Match the

Media.

Is your content

compelling?

Listen to your

audience.

What is important

to your audience?

Let your love for

your own business come out in your

content.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.

Is your content

memorable?

Does your content convey

information your

audience needs/wants

?

It’s OK to use first-person.

Experiment Gather Data Analyze

Revis

e

Grab Attenti

on

Engage

Take Action

Focus

What is your

relationship to your audience?

Ask

Make the

action easy.

Tailor the

action.

Close? (Family/Fri

ends)

Your audience

relationships dictates the “Ask”

What is important

to your audience?

Make the action

concrete – click,

forward, like, download,

etc.

Does taking the action

benefit your specific

audience in some way?

Is taking the action going to be fun or engaging for

your audience?

Far? (Customers/Clients/Fa

ns)

Minimize steps to

complete.

Make the action clear.

Does the framing of the action

inspire trust and a

willingness to share?

Experiment Gather Data Analyze

Revis

e

3 Overarching Goals:

•Generate Leads

• Establish Key Icertis Figures as Industry Thought Leaders

• Improve Brand Awareness

FocusGrab

Attention

Engage Take

Action

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

Sources: IBM Global CEO Study, May 2012;Technology Buyer Insight, Forrester Research, 2010

FocusGrab

Attention

Engage Take

Action

Lead Generation• LinkedIn is the social media tool to reach Icertis’ potential

leads. Why?

Sources: Marketing LinkedIn, May 2012;The New Symbiosis of Professional Networks, November 2011

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

220 million business leads in US8/10 business decision makers

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

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

88,000 IT leads are on LinkedIn

93% of executives is already using Social media

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

FocusGrab

Attention

Engage Take

Action

Lead Generation• 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

Focus Engage Take

Action

Lead Generation• In order to engage LinkedIn followers:

o 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

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

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

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

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

Engage Take

Action

Focus Engage Take

Action

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

• 2 Microgoals, 2 actions to call for:o MG#1: increase the number of LinkedIn followerso encourage existing employees to connect with Icertis’ pageo Post an invite to follow your page within relevant Linkedin Groupso Invite your followers to share content and post comments. Be

explicit using short questions (what do you think.. share this...)

o MG#2: increase the number of product demo downloadso In your post or status updates link often Icertis website with the

invitation to download a demoo On the website be sure to spotlight the product demo, ideally in

the home page

Take Action

Take Action

FocusGrab

Attention

Engage Take

Action

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

FocusGrab

Attention

Engage Take

Action

Thought Leadership• 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

FocusGrab

Attention

Engage Take

Action

Thought Leadership• 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 audiences and 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

Grab Attenti

onEngage

Take Action

Thought Leadership• 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 Attenti

onEngage

Take Action

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 Attenti

onEngage

Take Action

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 Attenti

onEngage

Take Action

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 Attenti

onEngage

Take Action

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

Icertis website recommendations for going social

Icertis website recommendations for going social

Icertis website recommendations for going social

Icertis website recommendations for going social

Icertis website recommendations for going social