Objective Social Media/ SEO Needs and Opportunities Assessment delivered at MassTLC on September 27, 2011. - Where are digital conversations happening that are influencing our target buyers for CRM data integration services and products? - Who are the people who drive the digital conversations?

1. SEO and Social (mini) Audit MassTLC Breakfast Seminar September 27, 2011

3. Business Adoption of Social

4. Social and Sales Via SocialMediaExaminer.com

5. Social Is Changing the Game

6. Marketing Has Changed

7. B2B Audience and Social

8. Hello to the Social Funnel

9. Inside the Social Funnel

10. 5 Steps to Building and Managing the Social Funnel

13. Step 1: Social Reach Source: Scratch M+M Company Facebook Twitter LinkedIn Blog Forums Scribe 458 1,058 297 Yes, twice monthly Yes Informatica 1,781 4,530 6,212 Knowledge Center Yes Boomi no 1,245 131 Yes, once monthly No SnapLogic Personal profile 529 169 Yes, frequently Self-service portal Pervasive 86 1,103 247 5-6 times/month Yes Cast Iron no 563 222 no User support JitterBit 17 791 75 3-4 times/month Yes BizTalk 687 555 2,477 Yes, inactive over 1 year Yes

14. Social Reach and Passion Legend : Strength: the likelihood that your brand is being discussed in social media Reach : # of unique authors mentioning your brand vis-à-vis total mentions Passion: likelihood of individuals talking about your brand who will do so repeatedly Source: SocialMention.com Brand Scribe BizTalk Infor-matica Boomi Snap Logic Pervasive Cast Iron Jitter Bit Strength 1% 11% 21% 8% 3% 1% 1% 1% Reach 14% 28% 33% 28% 15% 17% 18% 12% Passion 34% 45% 39% 64% 64% 41% 30% 49%

17. Who Owns the Digital Conversation: Main Competitors 7321 154 62 Source: Radian6

18. Digital Conversations: Competitors (cont.) 26 62 72 388 Source: Radian6

19. Share of Digital Voice (without Microsoft Dynamics) 26 72 388 26 8 89 210 Source: Radian6

20. Scribe Mentions by Media Type Source: Radian6

24. Top Social Info Sources for B2B Buyers 86% of B2B professionals use social media to make purchase decisions: Base: 645 IT decision-makers at firms with 100 or more employees in the US and Western EuropeSource: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers

25. Step 3: Key Social Content Metrics

27. Keyword Selection Framework: The Golden Middle Long tail keywords are great when used as synonyms in the body text. The art of keyword selection lies in discovering the balance between high-traffic and long-tail keywords

28. SEO Management and Reporting Tools

29. SEO Competitive Audit Source: Hubspot Website Grader Scribe Soft launched an updated website in September – data incomplete Scribe* BizTalk Boomi Snap Logic Pervasive Cast Iron Jitter Bit Infor- matica Site Grade 92 20 96 95 73 89 92 98 Linking Domains 325 199 513 231 23 276 226 1,737 Blog Score 60 N/A N/A 94 94 N/A 60 95 MOZ Rank 5.1 3.4 5.5 5 4.2 5.3 5.5 5.9

30. SEO Best Practices The Art of the Landing Page

32. Step 5: Measuring Social

34. Questions?