Social Media Strategy

By: Natalia Giraldo 2/21/2016

Table of contents1. Executive Summary, February 2016

2. Social Media Audit

a. Social Media Assessment, February 2016

b. Traffic Sources Assessment, December 2015- February 2016

c. Customer Demographics Assessment

d. Competitor Assessment

3. Social Media Objectives

4. Online Brand and Persona

5. Strategies and Tools

Table of Contents (continued)6. Timing and Key Dates

7. Social Media Roles and Responsibilities

8. Social Media Policy

9. Critical Response Plan

BitTitan was founded in 2007 with the sole aim of helping organizations adopt

and manage cloud services in a simple, cost-effective manner. Our Social Media

priorities for 2016 will be expanding our online community in a way that it educates

the benefits of cloud enablement..

The primary focus will be drive more traffic to our website by posting

infographics, videos, gif’s of relevant content that will enlighten consumers of the

many cloud enablement products offered by BitTitan. This shift in focus will allow us

to reach our revenue goals for 2016.

Executive Summary

Social Media AuditSocial Network URL Follower Count Average Weekly

Activity

Facebookhttps://www.facebook.com/BitTitan/?fref=ts 1146 6

Twitter https://twitter.com/BitTitan 1781 20

Youtubehttps://www.youtube.com/user/BitTitanTV 98 1

Instagram https://www.instagram.com/bittitan/ 28 1

Social Media AuditAs of now, the highest

amount of interactions

per person occurs

through BitTitan's

Twitter profile. Facebook

is the next most popular

stream of social

interaction. Very little

interactions happen on

Instagram, the closing of

the Instagram channel

should be heavily

considered.

Audience Demographics Assessment

A vast majority of those who visit BitTitan’s social outlets are between the ages of 20-

65 and are predominantly female. Twitter and Facebook are the sites most visited .

Age Distribution Gender Distribution

Primary Social Network

Secondary Social Network

80% 20-65 65% Female 65% Female 60% Facebook

20% 66-80 35% Male 45% Male 40% Youtube

Competitor Assessment

Competitor Name

Social Media Profile

Strengths Weaknesses

SkyKick (Main competitor)

FB:SkyKick

Twitter: Skykick

The Cloud enablement product is easier to use

No support in other languages One Way conversation

Very few followers on all social media sites.

No engagement with followers

The analysis of Skykick, which is direct competition to BitTitan focused on its presence in social media. Upon research, we learned that SkyKick’s true strength is a better product. This is overshadowed by it’s one way conversations on social media. On social media (Facebook, Twitter, Instagram) Sidekick has significantly less followers than BitTitan (<1000 )

Social Media Objectives In 2016, the primary focus of our social media strategy will be to increase revenue by

driving even more traffic to our website from our social media channels. Our social

media priorities will be posting infographics, videos, gif’s of relevant content that will

enlighten consumers of the many cloud enablement products offered by BitTitan.

KPIs

1. Increased use of Hashtags #TitanCloudEnablment #BTGetsShitDone

2. Increase Facebook Followers by 500 in 3 months.

3. Increase volume of educative visual content

Online Brand Persona & VoiceHave no fear, BitTitan boy is here!!

Solutions Based, Want’s to empower YOU,

Enables you with the right tools to “Get Shit Done”

Strategies & ToolsPaid: Every Monday- Create & Boost and educational

infographic, targeted towards ages 20-65.

Owned: #BTboy saves the day, everyday! Post

solutions to common migration problems, solved by BT

boy.

Earned: Monitor Twitter keywords for terms: BitTitan,

MigrationWiz, DeploymentPro, HealthCheck,

SalesAutomation, CloudEnablement, CloudUniversity,

DataEncryption

Tools: Buffer,

Hootsuite, Sprout,

Canva,RSSfeed, SEO

Optimization.

Existing

Subscriptions:

Vimeo

Timing & Key DatesKey Dates:

St. Patty’s, Easter, Tax day, Cinco De Mayo, Ramadan, Mother's day, independence

day, 2016 Summer Olympics, Labor Day, Yom Kippur, Election Day, Veterans Day,

Thanksgiving, Christmas Eve, Christmas, Kwanzaa, New Years.

Social Media Roles & ResponsibilitiesMarketing Director- Natalia Giraldo

Social Media Manager- Vera Toncheva

Social Media Coordinator- Juan Diego Tibaduiza

Social Media PolicyBe NICE to all.

Don’t be an idiot, use common sense.

Respond in a timely manner.

DO NOT INSULT THE COMPETITION (We are better than that).

Provide solutions, never problems.

Urge those who like our products, attended an event or campaign to SHARE SHARE

SHARE!

*Violation of appropriate use of social media may be subject to legal action.

CRITICAL RESPONSE PLAN Scenario 1- BitTitan’s Servers Crash

Action Plan: Post on all Social Media’s that we have trained chimpanzees working to

fix the problem right away. (Humor always lightens the mood)

Call head of IT (Thomas Benge) - Inform of the situation.

Tina to sync with Kyle to manage all customer service once servers are up.

*No pre-approved messaging needed.

Critical Response Plan Scenario 2 - Inappropriate Tweet Sent from @BitTitan

When Tweet is identified:

Take Screenshot, then burn phone. (Burning the phone might be a little over dramatic,

but I would totally do this out of anger.)

Delete Tweet

Alert Social Media Manager (Natalia Giraldo)

Vera and Juan to focus on damage control, If media picked up the Tweet Natalia will

handle the media.

Juan and Vera to identify who is responsible for the inappropriate post.