1. Optify Confidential
Presented by:
TM
Social Media Strategy 2011Zoe Clelland

2. Agenda
» Optify and social media today
» Social media in the market
» Differentiation
» V2MOM
» Target users
» Roadmap
» Appendix

3. Where are we today?
» Social media has been central to brand messaging from inception
» Twitter for Business was early product offering with compelling campaign
management aspect but with limited exposure. Includes bit.ly integration
» Track visits, leads and conversion from social media channels including
Twitter, Facebook and LinkedIn
» Recently added Facebook metrics into Pages, although only at the detail level
rather than fully integrated
» Takeaways
» Our social media offering is difficult to adopt if the customer is not
interested in the rest of the product
» Customers are unwilling to pay for basic social tools which are typically free.
» Small subset of customers use T4B to promote events, webinars etc
» We lose prospects due to “weak” or “forced” social media story.
» We have no market share in Twitter client

4. Social Media vs. SEO
» Social media (specifically Facebook market share) is neck and neck with
Google, suggesting that both search and social media are both integral to
reaching customers and driving traffic

5. Our Customers Need and Want Social Media
» 25% of companies worldwide are using all four major social media platforms:
Facebook, Twitter, YouTube and blogs. 84% are on at least one platform. 1
» Social media spending expected to jump from 5.6% to 9.8% of marketing
budgets in 2011 and to 18.1% in next 5 years.2
» Predicted that enterprise companies will spend 15% more on enterprise social
media applications than the $650M spent in 2010.3
» More than 55% of SMBs view Facebook as somewhat or very beneficial to
their business with the top benefit being lead generation.4
1 http://www.emarketer.com/Article.aspx?R=1008274
2 http://www.emarketer.com/Article.aspx?R=1008251
3 http://www.erp.com/section-layout/3-general/9337-enterprise-software-companies-make-big-on-social-media-applications.html
4 http://www.emarketer.com/Article.aspx?R=1008187

6. Market Plays
Most of the companies in the social arena focus on one of the following:
1. Manage multiple channels
» Monitoring, publishing and basic of social efforts across multiple platforms,
mostly free with upgrade options
» Ping.fm, Hootsuite, Postling, Seesmic, TweetDeck
2. Create content
» Create content, apps, engagement/community widgets to connect your
social programs with your website or brand, mostly paid with free lures
» Involver, Wildfire Interactive, KickApps, Context Optional
3. Monitor brand
» Track mentions and sentiment across multiple channels, mostly paid
» Radian 6, Visible, Alterian, Social Mention, Collective Intellect
4. Track Analytics
» Measure ROI and performance over time, mostly paid
» Argyle Social, , Objective Marketer, Spredfast, Viral Heat,

7. How is Optify Different?
» Addresses obvious gaps and challenges in the SMB market
» How do I leverage social media?
» I already have processes and tools, how does social media fit in?
» I don’t have time to learn another new tool
» Allows SMBs to integrate social media tactics into their existing marketing
practices, including campaign management and marketing automation, to
drive more traffic, convert more leads and measure ROI
» Provides a complete solution for direct marketers to make their existing
practices more effective and fruitful by adding social strategies
» Leverage social in addition to SEO to drive more traffic
» Manage all activities under unified campaigns that include social
» Automate social actions in the content of other marketing activities
» Include social nurturing in addition to email and lead nurturing
» Track ROI of social efforts along with your other campaign analytics
» Provide a central location for your writers and marketers to organize social
campaigns and identify what’s working and what isn’t

8. Social Media for Business
» Vision
» Leverage the power of social media into users’ existing marketing campaigns to drive more
traffic and measure ROI of social media visitors into customers
» Values
» Integrated, Actionable, Sticky, Viral
» Methods
» Provide basic social media brand monitoring
» Integrate LinkedIn into Lead detail
» Integrate Facebook (and beyond) into Optify social application
» Provide social media actionability to support nurturing automation
» Improve branding of outgoing tweets/posts
» Obstacles
» Multiple account management
» Resourcing and focus
» Many social tools in the market
» Measures (within 90 days of completion)
» 50% of active accounts have at least one social media account connected to Optify
» Increase monthly PVs for T4B by 1000%
» Increased media and PR around social media story (4 articles on SM per month?)

9. Target Users
» Director marketers who manage campaigns and want to drive more traffic
beyond just SEO
» Lifescript, Tampa Bay, Fierce, All Recipes, Windows, Isilon
» B2B companies that need to nurture leads into the sales funnel using social
and integrate into CRM processes
» Corensic, Concur, Optify, ADSI, AdReady
» Teams that need to coordinate social activities and streamline workflow
» All Recipes, Lifescript, Tampa Bay
» Social marketers that need to justify social budget
» All of the above plus our Agency customers
Non-Target Users
» Brand marketing who need to monitor sentiment
» Personal users who want standalone social client
» Social app builders and multi media content pushers

10. Roadmap
Benefit Aug 30 Nov 2011 Jan 2012
Drive traffic Push content to FB /TW
Take action on content
Integrate LinkedIn, Chatter Additional content and
client support
Share site content
across platforms (apps)
Workflow and
Automation
Lead detail LinkedIn
Basic monitoring
Assign posts to shared
campaigns
Schedule posts
Assign content to users
Send alerts/emails for
social “moments”
Auto follow/like
Social nurturing automation
Add more social profile
data into lead detail (Klout)
Integrate with app wide
campaigns
KW integration
CRM integration
Integrate social into lead
scoring
Track ROI Visits/leads from social
campaigns
Likes, comments,
engagement
More specific social traffic
sources
Insights into social
campaign best practices
Social media reports
Track down to the like,
share, comment,
mention, tweet
Awareness Dreamforce Demo PR
efforts
Branded content “via Optify
Social for Business”
Publish customer
success stories

11. Optify Confidential
Appendix

12. Optify Social Media Goals
» Goals
» Meet customer demand Meet press/investor interest
» Support using social media to drive traffic since SEO is no longer enough
» Provide differentiation in sales cycles by getting ahead of the curve
» Provide a complete and compelling story around SEO and SM
» Guiding principals
» Build products that increase traffic and leads for us and our customers
» Integrate “social” into our existing value propositions and products
» Do not try to reinvent an existing wheel: social client, monitoring
» High value with low adoption effort
» Capitalize on usage to improve the product
» Make our offering “sticky” and viral
» Minimize the perils of external data sources (Google, Facebook)

13. Benefits and Features
Align SEO and SM to drive traffic Automate my SM engagement* Track ROI of SM Efforts
Optimize FB/TW content
Build social media client
• Post to Twitter, LI and Facebook from
Optify
• See feeds within Optify
• Auto follow and retweet, manage
followers
• Audit log generation
Track traffic/conversion down to the
tweet or comment
Extend Pages application to include
FB/TW/LI
-evaluate
-recommend
Track reach (impressions, w/i SM
search rank)
Insight into FB search rank,
impressions
Listen for keywords/trends
Track virality (shares, likes, retweets,
mentions, comments)
SM content ranking in SERPS FB app to post content Campaign management
Infusing social signals into apps (i.e.,
Manage links from SM channels)
Track visitors to FB
Add SM data into lead detail

14. Publisher Scenario: Company 1
» Background: Strong focus on SEO for wide breadth of rotating content. KPIs
based on search rank and traffic (PVs). Support multiple Facebook pages and
Twitter accounts
» Motivation: “I would like to to optimize, manage and track all my digital assets
in one place - web site, Facebook pages and Twitter content, etc”
» Pain Points: It’s difficult to coordinate and track all my social media efforts; I
can’t tell what is my most successful medium and content; I need to make sure
my efforts are aligned across my campaigns
» Success Metrics:
» Higher ranking in SERPs for social media content
» Increased traffic to social media content
» Increased traffic from social media to website

15. Benefits and Features
Drive Traffic Increase Sales Measure ROI
Align SEO and SM
• Provide common framework of
tools and workflow
• FB apps to ingest content from
web – RSS feed, whitepapers
Augment lead info
• Add SM profile into lead detail
also use for nurture
• Extend concept of scoring:
Indicate followers, fans,
connections etc, score +1
Track impact of SM efforts
• High level perf of social media
effort and shares/tweets
Optimize social media content
• Extend pages app to include SM
• Add FB optimization app to listen
and evaluate Fan page
• Monitoring my social feeds
Get direct leads from SM assets
• FB app to embed lead form
• Track visitors that “like” or
share certain content
• Display visitors to FB Fan page,
people TW follower
Organize all assets and efforts
• Integrate campaign
management
• Provide clear comparisons and
what channels / campaigns are
more effective
Provide real time insights
• KW that are trending and you
should provide content for
• Alerts for SM changes
(drops/gains, new sharing)
Provide real time insights
• Flag leads that started
following you or became a fan
• Alerts for new visitors to FB,
followers on TW etc
Track progress in “new search” all
assets and efforts
• FB and TW search ranks
• SM ranks in search engines

16. B2B Scenario: Company 2
» Background: Focused primarily on lead generation via SEO and advertising.
KPIs based on visits and conversion rate. Minimal usage of corporate
Facebook page and Twitter account
» Motivation: “I would like to to use social media to increase the number of
leads as well as a medium to nurture leads and opportunities
» Pain Points: I don’t know how social media can help me; ROI of my social
media efforts are unclear; I need new ways to contact or nurture my leads;
» Success Metrics
» Increased leads from social media
» Increased conversion rate using social media to nurture