BY AMITA, COLIN, RITA, DARRIEN,DAVID

The Technology Association of Georgia

Overview

The object of the digital media audit for TAG was to analyze the effectiveness of TAG and its member societies from a social media stand point.

We examined the effectiveness of such social media outlets as: Facebook, twitter, linked-in and other sites to understand who TAG’s competitors were, how they stack up against the competition in the state and the effectiveness of their established networks online.

Topics to cover

What is TAG and its business functions.How does TAG benefit its members?The Network Effect in relation to TAGWhat channels TAG utilizes.Types of analytics used by TAG.What SEO is and it impacts social media and

why it is beneficial to a company.HUB and SPOKE in relation to TAGConclusion Reccomendations

What is TAG?

Launched in 1999 as a result of the merger between the states largest tech organizations; Southeastern Software Association, the Business and Technology Alliance, and Women in Technology.

Resulted in Tag becoming the nation’s largest tech organization in the country.

TAG’s Mission

Function as an advocate for technology business in the Georgia.

Works with the Chamber of Commerce to attract new business to the state.

Inform TAG members to legislative agendas that may affect their business.

Network Effect

TAG most closely models the network effect. What is unique about TAG is that it possesses a vast array of services that are

available to its members.

Provides insights, advice and applicable knowledge for pretty much any situation.

Its strength in the tech world is derived from its vast resources and idea leaders. (Post merger)

As the number of people in a network grows, the connectivity between them increase and since this allows for people to link to other’s content the value of that data grows rapidly.

An example of the network effect would be this: imagine a single computer on the internet , that would be stupid and pointless. However, when you begin to link that computer to hundreds or thousands of computers it becomes a hub of information and expandable knowledge. By associating your organization with as many facets of the industry as possible, you become the leader of that industry. “ In the land of the blind; the man with one eye is king.”

Within the technology industry of Georgia, TAG has been able to amass vast resources across the entire spectrum of running a technology business. They can assist with just about any facet of your business, be it management, capital, education of workers and even just research on certain aspects of the industry.

Network Effect Example

Now isn’t that nice?

Products

TAG as a whole does not produce a physical product.

Memberships drive the growth of the organization.Memberships include ;Advocacy for positive public policy change.Enhancing economic “climate.”LeadershipFundraisingEducation Tech events Initiative programs and networking opportunities.

What does that all mean?

Essentially, TAG functions as a hub for information and consultation for new, old and restructuring tech companies. TAG works to influence policy in the state so that it is favorable to tech oriented companies. TAG uses its human resources to weave a network of knowledgeable experts in the tech field to better advise companies that purchase into the membership TAG offers.

TAG provides the knowledge, skills and know how and resources.

Market

TAG is based in the state of Georgia. After the merger TAG became one of the largest tech

organization nationwide.TAG is not a manufacturer of goods but rather a wealth of

knowledge for its members.TAG has tons of “Societies”

http://www.tagonline.org/societies.phpTAG has numerous affiliates; e.g. TAG Diversity, TAG

Business Process Management, TAG Governmental Technologies, Women in Technology, and TAG Business & Technology Alliance, etc.

These “societies” function as consultant groups to provide advice, guidance and a network of support for other like-minded organizations or businesses.

Marketing Objectives

Increase membershipAttract new business to GeorgiaProvide TAG members with networking,

consulting and knowledge. Be known as the states largest tech resources

organization.

Channel Data AnalysisChannels: Social Networking sites, Message Boards, Forums, Wikis

Vehicles: Facebook, Twitter, Google Plus, Linked-in

SEObook Toolbar for Firefox – Site info: Tagonline.org

TAG Social Media Communities

Analysis: What it means for TAGPage Rank 5:Blekko Rank : 157Unique Ahrefs: 812

Competitive landscape

SeoQuake is embedded in SERP (Search Engine Results Page) and shows you the needed parameters for all the links provided by Google on your requests (Source: Tyler from Seoquake.com)

WEBSITE PARAMETERS

FACEBOOK LIKES : 112TWITTER TWEETS : 45DELICIOUS SAVES 44

BAIDU : SITE lLINKS 75BAIDU : PAGE LINKS : 69

SeoQuake Tool Bar results in the data for each dynamic page created on user request from within the domain page

Search Engine AHREFS results through SEObook toolbar: backlinks show real situations – good indication of popularity. Big difference between the two

A close up of Toolbars used to analyze results

TAG uses Google Analytics to gather data about its influence in the web and to monitor the outcome interactions in its Social Media Communities. It would be make sense to compare Google analytics data to the results seen through various SEO engines.

Geolocal Channels Results: YELP (No reviews ) and FOURSQUARE ( Some promise)

The Hub

Tag online has worked hard to develop many facets of its hub and spoke marketing model.

Through many different mediums, both online and off, Tag has made its presence in the world of technology and innovation known.

Events, Splinter societies, Radio, TagTV

The Spoke

Tag has 1,600+ likes on Facebook, 2305 Followers on Twitter, just short of 6000 members on LinkedIn They even have their own social network

Called TagThink.

Integrated Marketing Communication (IMC)

IMC – a method to set up processes and programs in order to reach multiple audiences that can be measured.

Having an effective IMC is vital for an organization to having and establishing successful connections and exposure for the organization.

How does TAG use IMC?

TAG mostly uses the internet to as it’s primary IMC tool.

TAG also goes to various events and gets involved in the communities

So what exactly is SEO?

SEO - abbreviation for Search Engine OptimizationIt structured to… Increase a webpage visibility, so that it can be

easily found, and indexed efficiently by different search engines.

Your website contents becomes more attractive, relevant, and facilitates the researching process of web searchers.

Why would a Company want it?

Constant evolvement of Technology

Cost cuttingWeb Promoting Increase’s web trafficIndirectly increases salesBuilds Brands Awareness

TAG IMC channelsINTERNET

+ Mass reach audience

+ Education to clients and members

+ Establishes and maintains relationships and communication

+ Easy and open 24 hours access

+Email notifications + YouTube, Facebook,

LinkedIn, Twitter, etc.

TAG IMC Channels (cont.)

INTERACTIVE MARKETING

Event marketing (i.e.GSU career fair) Marketing meetings Community outreach

and exposure Business and non-

profit organization networking

Fundraising and philanthropy work

SEO and Social MediaAllows for Exponential Growth

Social Profiles can serve as a gateway to company’s website

Extend the value of your investments

The two intertwining provide an easier method of building traffic

How does TAG make it work?

TAG utilizes Facebook, Twitter, and Linked-In

MORE CONTENT= MORE POPULARITY

Recommendation

Increase social media presence:Via Linked-in e.g. increase professional networking (Think of Metcalf’s Network Effect) Even though TAG already has a huge presence

online and is the largest organization of its type in the state, it must work on generating more “Buzz” among their social media outlets.

Improve back links through member sites and membership sites.

Consider getting a Google analytics site.. Turns out they do no have one..

Conclusion

TAG has a lot of things going for them. They have an immense body of know-how behind their company that is applicable to pretty much any aspect of the tech industry. TAG has the resources to do HUGE things but they must first work on growing their social media to generate conversations about their companies and by virtue of growing their presence in these outlets they will better understand how to more efficiently attract members and gauge their opinions towards their work and ultimately increase membership.