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Citrix Social Media Strategy for Customers
Prepared by:Matson Sparling
Wendy SoucieBarbara Daniels
STRENGTHSProduct enhances productivity, and reduces
costs and travel time
Brand is well-known in market and has an established presence in social web
Mobile apps being delivered to iPhone
Complimentary online products
Sensitivity to budget costs
Helpful phone support
Makes telecommuting very possible
Webinar becoming core business application
STRENGTHS“I did EXTENSIVE research when our small company began looking for a new webinar service (we were using Microsoft LiveMeeting which we had a lot of technical difficulties with).
GoToWebinar/GoToMeeting with CITRIX ended up being the best tool for us, financially, and their team is great. They are extremely helpful and have been supporting us for over a year now. Flexible with outside audio conferencing options, very easy to learn, no loading any presentations ahead of time, and a lot of different tools and options. Instead of text-sent questions, GoToWebinar also offers a "chat" Q&A option so that presenters are not interrupted...
I coordinate all of the webinars for our entire company using this one product, and I would be happy to discuss with you further if you have any more specific questions.”
Cat PaschalGraphics /Marketing Washington DC
WEAKNESSESCostly for entry level
Customer frustrations
Commoditized by users
Lack of excitement in the marketplace
Very little social engagement for this division, especially in support
Need to integrate into core business of Citrix
Need to embrace online social marketing like other parts of business
WEAKNESSES
DAVIS BLAIR, Principal at Alliancesphere
Contributor to the Collaborative Innovation Blog“Cisco has done an excellent job integrating WebEx to their core business and embracing the new paradigm of online marketing. If you doubt it, count the minutes it takes for a rep to call after you sign up for a Webex demo.”
OPPORTUNITIES1. Competitors do not seem to
have a comprehensive social media engagement
2. Leverage customer support forums
3. Cultivate product management engagement with customer base
4. Establish a ‘branded’ white labelsocial network to accomplish2 & 3
THREATSCompetition – Customers
frequently compare GTM with other products and ask the opinions of others
Citrix – Is not responding in these discussions & engaging customers
Many new opensource & free tools
12 MONTH GOAL 25% increase in support issue
resolution with a 10% decrease in support operations costs
Implement 25% of new product features submitted and ranked by community
Increase by 20% quarter over quarter number of positive sentiments and endorsements submitted by GTM advocates
MISSION
Collaborate across the net to build the world's best collaboration tools. Empower employees to identify and enlist customer advocates. Solicit input from advocates in support, product development and community contribution.
BENEFITS TO ECOSYSTEM Customer representatives identified to
increase public participation and support
Create branded online community for employees to meet customers and exchange best practices
Provide user requested solutions
Gain valuable feedback and insider knowledge
Gain pre-launch awareness of new products & features
ACTIONSApply knowledge from SWOT analysis in
development of social web strategy Create a Support Program that will address
customer issues with engagement by employees at multiple social networks - Immediate Start and ongoing
Create Product Program that will engage users, customers and stakeholders in communication on new products and solutions. Start 6 months after Support Program. Listen and identify users of the support program and influencers at large and invite to branded community
Support PROGRAM Dedicate and train 10 support personnel to
participate in 'public' Social Networks
1 each for Yahoo Groups, Twitter, LinkedIn, Facebook
1 to monitor Flickr, YouTube, Blogger, and MySpace
5 for branded site – provide tips & tricks, create on-line support documentation, 'expert' peer support
Measure number of questions answered and number of 'network connections‘
Product PROGRAM Each product manager to spend 10-20% of time
with customer advisory group in branded social networking site
Advisory members will be selected based on community participation and overall influence / number of connections.
Primary goal is to validate acceptance and consumer need for at least 50% of new product features
Secondary goal is to use group to help prioritizeand facilitate correction of product defects
Success measurements: increased positive sentiment, active participation in branded community (posts and comments), and overall improvement in marketshare
PROGRAM Phases
Phase 1 – Inform: Help them, don’t
sell them
Phase II – Build Buzz
and Excitement
(articles, videos,
contests)
Phase III – Interact and
Engage
Phase IV – Use
Traditional Media to
Supplement
REPORTING Tools/Timing - Perform bi-monthly
assessment of top Twitter followers and bloggers using Social Media summary tool
Record and compare number of:
• Network connections
• Contributions / posts
• Participants / views
PROGRAM Citrix On-line and GTM, in
particular, will see a 0.5% sales return on their investment in a comprehensive social media strategy
Citrix On-line will see better customerretention and expanded portfolio usage by its customers