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August 23, 2013
Social Media Audit
Overview
Goals– Evaluate current social networking status– Identify trending topics and social influencers– Provide framework and recommendations to:
Expand PROS profile and influencer status on relevant social platforms Increase PROS visibility
Process
– Analyzed PROS activity Tracked quantity and quality of activity
– Utilized data from Sysomos Tailored timeline to Jan.-Aug.15, 2013
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PROS
PROS on Social
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The word cloud provides a visual depiction content, with words weighted based on frequency
Word cloud analysis shows brand is prominent, but connection to key themes and market dialogue is not apparent
Small words that should be made bigger:
DataBig DataSalesEmpower
Notable missing words include:StrategyB2BQuote
PROS on Twitter
By the numbers – PROS following: 560– Impressive followers: 978
Yet not high relevance
– Authority score: 6 (out of 10) Follower authority score: 3.9 (average)
– Average of 13 new followers per month
Content analysis – Largely a driver to corporate blog
material– Increasingly featuring industry and
company news– Frequent use of hashtags
*Mention Type details percentage of followers that either re-tweeted PROS or included PROS in their own tweet
*Engagement level details how many tweets followers tweeted at PROS from their own accounts
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Follower Growth for @PROS_Inc
PROS on Other Social Channels
By the numbers – 3,758 followers– 3 product recommendations
Content analysis – Approximately one post per day– Good distribution of company
news/job postings
Content synched across other social channels
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By the numbers – 229 fans– 30 talking about PROS in
past 6 weeks– 35 wall posts with 206
likes and 7 comments in last 40 days
– 4 likes in past 6 weeks
Content analysis – 98% favorable sentiment– Mostly links to PROS
blog posts
By the numbers – Authority: 3– InLink count: 20
Content analysis – Regular material
on pricing and big data blog
– Industry analysis, news
– Buzzwords include customer, b2b, competition
Competitive Landscape
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Company Following Followers Frequency of Posts
Notes
561 976 About 3-6 tweets per
week
• Post links to company website articles• Content offers “how-to” answers
670 430 Spans from 2-9 tweets per day
• Post links to industry news • Not much use of hashtags
391 739 About 1-5 tweets per day
• Post links to company website articles, RTs industry statistics• Responds often to RTs and mentions
1,845 2,277 Spans 3-10 tweets per day
• Post links to company website articles, industry news articles• Responds often to RTs and mentions
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Word Cloud
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Word Cloud
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Word Cloud
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Company Likes Frequency of Posts
Notes
229 Typically 1-2 posts per day
• Shares company news and blog posts• Shares updates about office happenings and offsite meetings/events
N/A N/A • Does not have Facebook page
410 Typically 1 post per day
• Shares company news and blog posts only• Separate Vendavo Fan Site run by fans in Czech Republic
4,070 No regularity of posts; 0 posts
some days, 3-5 others
• Shares company news coverage and blog posts• Shares behind-the-scenes looks, company happenings
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Company Followers Content Focus
People Also Viewed
3,780 Company news/blog posts; same content as
894 Company news/blog posts,
coverage
2,416 Company blog posts
944 Company news/blog posts
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Frequency of Posts
Contributors General Content Focus
About 1-2 posts per week
•Zilliant alias•GM, Pricing Excellence, Zilliant•Senior Director, Product Management, Zilliant
•Company happenings (webinar recaps, upcoming events)•Series (strict approval processes, pricing myths)•Best practices (customer churn, B2B, B2C)•Commentary on other industry blog posts
Competitor blog
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Frequency of Posts
Contributors General Content Focus
About 1 post per week
•Senior Product Marketing Mgr, Vendavo•Pricing Application Consultant, Vendavo•Mark Hunter, Author•Dave Stein, Author
•Targets B2B sales pros•Company happenings (partner efforts)•Series (avoiding discounting)•Best practices (how-tos, tips and tricks)
Competitor blog
Frequency of Posts
Contributors General Content Focus
About 2-3 posts per week
•Functional Trainer & Value Realization Process Mgr, Vendavo•SVP Global Sales, Vendavo•VP Sales, Vendavo
•Big picture analogies (Is Your Pricing Like Old Faithful or Steamboat Springs?)•Personal anecdotes and advice (What Do Cadence and Pricing Discipline Have in Common?)
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Frequency of Posts
Contributors General Content Focus
About 2-4 posts per week
•Content Marketing Mgr, Eloqua•President, Heinz Marketing•Executive Editor, Rapid Learning Institute•CTO, ion interactive•PM Director, Lattice Engines
•Industry trends and commentary on the future of the industry (rise of the marketing technologist, future marketing tech trends)•Best practices (sales cycles, predictive lead scoring)•Infographics, videos, eBooks
Competitor blog
Key Words Analyzed
Big Data
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Total social mentions: >50,000 Top 10 Hashtags
Popularity Over Time
Sales Effectiveness
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Total social mentions: 12,274 Top 10 Hashtags
6.9 million estimated impressions from 2,707 Twitter mentions by 1,387 users
Popularity Over Time
Pricing
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Total social mentions: 3.7 million
Popularity Over Time
Top 10 Hashtags
Data Science
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Total social mentions: 64,826
Popularity Over Time
192 million estimated impressions from 46,945 Twitter mentions by 36,016 users
Top 10 Hashtags
Midmarket
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Top 10 Hashtags
Total social mentions: >25,000
Popularity Over Time
29.3 million estimated impressions from 11,418 Twitter mentions by 6,219 users
Recommendations
Provide consistent stream of compelling content– Maximize reach with use of top industry hashtags (see slides 15-19)– RT others/influencers’ content– Tweet about content other than PROS assets – Tag influencers and executives, where applicable
Expand universe of followers to spur follow-backs and increase reach– Influential tweeters in the business, big data, sales and pricing spaces– Relevant media contacts specific to big data and sales– Customers and partners
Live tweet from industry and company events – Build profile of executive team– Extend reach with event hashtag
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Initial Influential Twitter Targets to Follow
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Name Twitter Handle Followers Sysomos Score
Mike Kunkle @Mike_Kunkle 25,575 7
InsideView @InsideView 24,659 8
Nancy Nardin @SellingTools 15,877 8
PricingWire @Pricing 3,036 7
Pricing Prophets @PricingProphets 1,452 6
PPS-Pricing Society @PricingSociety 1,255 5
Stephan Liozu @StephanLiozu 955 5
PricingNews @PricingNews 524 5
Consider renaming group to be community-focused to encourage more interactions– PROS
PROS, Inc.(1,771 members)
– Vendavo Vendavo Pricing Software Professionals & Consultants (545 members) Vendavo Pricing Network - Professionals & Users Worldwide (669 members)
– Zilliant Zilliant Mindshare Community (60 members)
Augment PROS corporate page – Encourage likes and shares by posting industry news
Cross-pollinate content from Twitter and blog Pose questions for more technical followers
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Other Social Channels
Utilize customers and partners for Q&A blog posts– Hold prep call in advance and ghost write on their behalf– Ask companies to cross-promote on their own channels
Scope Facebook activity– Leverage largely as channel to engage current and prospective employees– Post more photos from industry and corporate events – Drive “likes” and “shares” with posts engaging polls, posts
E.g., “Like if you agree…” or “Which of the following do you find most important…”
Encourage employees to post– Develop social media policy for consistency and to minimize any risks– Create weekly and news-driven company-wide emails with easy-to-share content
Suggested tweets One-click to post “Shout outs” to active participants
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