Competition Deck - TribalScale

CONVEYING THE LANGUAGE OF EMPOWERMENT, MERIT, AND
TRANSPARENCY THROUGH DIGITAL MARKETING
Angela He Helen He Rosie Fan Serene Chen
TEAM BACK TO THE FUTURE

EXECUTIVE SUMMARY
SITUATION
STRATEGY
OUTCOMES
RECOMMENDATION
Modify content themes
and copywriting
Utilize interactive media for
community engagement
Optimize Medium blog
content
Optimize social media content and interaction by utilizing multimedia content and Medium
through our Enhancement, Media, and Thought-Leadership (EMT) strategy
ü Increased digital presence and organic growth
ü More effective use of underutilized digital media platforms
Ineffective platform
connectivity
Multimedia not
intriguing
No platform to become
tech influencer

SITUATION
Situation OutcomesRecommendation Implementation
Problems with the current digital marketing initiatives
Content themes not driving
interactions on social media or
towards our website
Current media content is not
intriguing and there is not
enough video type
Not optimizing the use of
Medium with lack of engagement
between viewers

ENHANCEMENT MEDIA THOUGHT
LEADERSHIP
Our strategy will better optimize TribalScale’s digital channels and increase
engagement through Enhancement, Media, and Thought-Leadership
Modify social media content
themes and copywriting to
increase SEO and organic reach
Utilize interactive media content
released through all channels for
increased community
engagement
Optimize Medium blog content
released to better become a
Toronto-Waterloo tech industry
influencer
1 2 3

ENHANCEMENT
Modify social media content themes and copywriting to increase user
engagements with our posts and website

Our current social media platforms on average underperform
with certain outliers
Twitter Performance in 1 Week Sample
Sample Avg. RTs Avg. Likes Avg. # Hashtags
26 0.3 0.7 3
Facebook Posts (incl. photos) Performance in 1 Week Sample
Sample Avg. Likes Avg. Comments Avg. Shares
11 8.9 0.1 0.8
197Without 4 outliers of 2k+ views each -
Facebook Videos Performance
Population Avg. Likes Avg. Comments Avg. Shares Avg. Views
18 11.4 0.6 0.6 1132
4.4 - Without 1 outlier of 50+ likes
SOCIAL
MEDIA

Our current social media platforms on average underperform
with certain outliers
Twitter Performance in 1 Week Sample
Sample Avg. RTs Avg. Likes Avg. # Hashtags
26 0.3 0.7 3
Facebook Posts (incl. photos) Performance in 1 Week Sample
Sample Avg. Likes Avg. Comments Avg. Shares
11 8.9 0.1 0.8
197Without 4 outliers of 2k+ views each -
Facebook Videos Performance
Population Avg. Likes Avg. Comments Avg. Shares Avg. Views
18 11.4 0.6 0.6 1132
4.4 - Without 1 outlier of 50+ likes
What is different in the
content theme(s) and
copywriting of the
overperforming outliers?
SOCIAL
MEDIA

TRIBALSCALE’S FACEBOOK PLATFORM
Showcasing an actual
company product/hack
Featuring more of our product
portfolio increases transparency
and piques interest
Product demonstration, 4.4k views, 19 likes, 1 comment, 3 shares
Company-specific content
Featuring employees and their
work adds to transparency

Company culture exemplified
Demonstrating values, speaking
to both public and employees
Anniversary photo, 162 likes, 16 comments, 13 shares
Increased interactions from
tagging 5 employees
More engagement and thus
organic reach if tagged
people/pages are those less
likely to ignore the mention

ENHANCE
TribalScale’s content themes and copywriting should focus
on TO-WLOO hack culture and company transparency
Toronto-Waterloo
hack culture
67% of Millennials
considered or have
started their own business
ü Geotag
ü Tag universities and
hackathon pages
ü Like/comment/share
hackathon’s own social
media posts
Company project
portfolio and processes
ü Product demos and case
studies
ü Engage companies we’ve
worked for
ü “Behind-the-scenes”
footage
73% of businesses have
used case studies to make
buying decisions
Our company culture
and employees
Almost 80% of Millennials
look for culture fit and
people in an employer
ü Tag employees when they
are featured
ü Encourage employee
liking/commenting/sharing
ü “Behind-the-scenes”
footage

USER INTERACTION CHAIN
1) Initial Platform
Copy includes link to
content also featured/
archived on website
Pass through intermediary
platform if needed
Prominent video, photo content,
Medium articles, challenges, and
news releases kept on our new
“Thought Content” webpage
2) Our Website
1 2
ACQUISITION
RETENTION
CURRENT: “Blog Posts” anchored to homepage PROPOSED: New separate webpage “Thought Content”
Copy should readily link to a new webpage on our site featuring recent content releases

Better social media practices with
copywriting will increase these metrics
Increased word-of-mouth growth will increase
these metrics
TribalScale can optimize website engagement through better
social media practices
Source/
Medium
Sessions
% New
Sessions
New
Users
Bounce
Rate
Pages/
Session
Avg
Session
Google/
Organic
13,589 67.75% 9,207 75.45% 1.4 1:02
Direct/None 7,178 69.71% 5,004 72.53% 1.53 1:13
Linkedin/
Referral
1,129 65.72% 742 71.30% 1.46 0:56
FB/Referral 768 67.71% 520 71.22% 1.53 0:43
FB (mobile)/
Referral
433 90.07% 390 82.45% 1.27 0:27
Better social media content themes will
increase our search engine optimization and
these metrics
WEBSITE

MEDIA
Leverage digital channels to share authentic and innovative inbound
marketing exemplifying TribalScale’s culture

TribalScale can leverage the trend and power of video
content to grow Internet traffic and revenue
VIDEO
74% of all Internet traffic in 2017
will be video
From Apr-Nov 2015, average daily video views on Facebook doubled from 4 billion to 8 billion
Marketers who use video grow revenue
49% faster than non-video users
Videos are particularly effective towards
Millennials, who communicate using images
Authentic
Evokes Emotion
Personal & Relatable
Entertaining

Facebook Live Videos have strongest reach and user
engagement
FACEBOOK
LIVE
Stronger, more personal
relationship with viewers
Authentic1
TribalScale’s most viewed Facebook video, currently at over 5,000 views, is a Facebook Live broadcast
Live videos higher in News Feed and
viewed at much higher durations (3x)
than non-live content.
Untouched content communicates
transparency and connects better
with audiences
Real-Time2
Off-the-Cuff3
Example:
Live event
broadcasting
such as at
hackathons
Events Live Broadcast
(Hackathons)

Release a series of online challenges/puzzles relating to
Internet of Things trends as a promotional campaign
TECH
CHALLENGES
Engagement
Interactive
Mixed Media
Challenges
Example: 360 degree video
challenge: 20-30 vid at our
office space and name all the
IoT devices you see
How to communicate
TribalScale’s Brand?
Brand

- Thought Leadership Lab
They are trusted sources who move and inspire people with innovative ideas; turn
ideas into reality, and know and show how to replicate their success.
THOUGHT LEADERSHIP

Careful CONTENT
creation and curating
Generates
RECOGNITION &
TRUST
Generate interest in
RETRUITMENT &
HIRING
Increase in organic
CLIENT OUTREACH &
INTERESTING
PROJECT
THOUGHT LEADER
How does becoming an industry thought leader drive sales and recruitment?

WHY USE
MEDIUM?
“Medium is building the future of brand storytelling”
25 - 30 million
monthly unique visitors
Reach a pre-existing audience1
Source: Mike Essex, Koozai

WHY USE
MEDIUM?
Engage potential clients and recruits2
Main Metric:TTR
Total Time Reading
Medium expands reader
engagement by:
= 64%
for the majority of stories
39
61
1

WHY USE
MEDIUM?
Empower TribalScale employees3
2
1 An individual performs better in
the Medium stream, garnering
more recommendations,
responses, and shares when
compared to branded and
group accounts.
Each high-contributing
TribalScale employee should
have their own Medium
account to post to TribalScale

SUCCESS ON
MEDIUM
What are tangible steps Tribalscale take to turn Medium into a
thought leadership platform?
Adopt Medium Best
Practices
Because everybody on Medium is
using the same publishing tool,
Medium specific formatting is
especially important.
Be an Active Member
of the Community
Medium is more than a publishing
platform. Engage your audience by
commenting, responding,
recommending and highlighting.
Target Publications to
Your Expertise
Choose an expertise to pique the
interest of the average Medium reader
and use it to host both TribalScale
and outside contributor stories .

Best
Practices
Formatting
1
2
3
Text Separators
Engaging Media
White Space
Having more white space increases
readability by 20% (Lin 2004)
Connected devices, Internet of Things, VR. @TribalScale, our
team works with innovative, premium brands to usher
businesses into the connected age. www.tribalscale.com/

Feature
Be
an Active
Member
of the
Community
Comment Highlight
A Blog Posting Platform
“Medium is not a
publishing tool”

Be
an Active
Member
of the
Community
“Medium is not a
publishing tool”
Source: Serene Chen, Team Back to the Future
My Medium
story is then
recommended

Feature
Be
an Active
Member
of the
Community
Comment Highlight
A Blog Posting Platform
“Medium is not a
publishing tool”
Featured on
Popular
Publications

Target
Publications
to Expertise
Underutilizing
Medium by using
it as a simple blog

Target
Publications
to Expertise

Target
Publications
to Expertise
Exemplifying
brand values

Target
Publications
to Expertise
SALES: Reach
Potential Clients
RECRUIT: Reach
Potential Hires
Exemplify
TribleScale Values
Daily Life at
TribalScale
Industry Insight
Guest and
Contributor Posts
TribalScale Case
Studies

Case Study
• Medium Best
Practices
• Actively
engage the
community
• Theme articles
around an
expertise
SRINIVAS RAO

LONG TERMSHORT TERM (3 MONTHS)
TIMELINE There is an expected over 60% growth of net income for the
next fiscal year
ü Train social media employees using Hootsuite
ü Redevelop content themes
ü Increase Facebook Live videos
ü Open YouTube channel
ü Developing Interactive Challenges
ü Engagement with Web & Graphic Designers
ü Implementing Medium best practices
ü Be more active and interactive on Medium

LONG TERMSHORT TERM (3 MONTHS)
TIMELINE There is an expected over 60% growth of net income for the
next fiscal year
ü Train social media employees using Hootsuite
ü Open YouTube channel
ü Developing Interactive Challenges
ü Implementing Medium best practices
ü Develop videos and upload on YouTube channel
ü Release Interactive Challenges to the public
ü Target publications on Medium to an expertise

RISKS & MITIGATIONS
What if employing these measures doesn’t positively impact engagement, sales and recruitment?
Risk Mitigation
Loss of readers who specifically follow
TribalScale social media for tech news
By having each high-contributing
employee have their own Medium
account, their actions could reflect
poorly on TribalScale
Begin with a split of TribalScale
generated content (60%) and industry
news (40%) and adjust based on data
With the training we’ve outlined and
careful curating from the home
TribalScale account, we can
preemptively address these risks
Facebook Live content won’t gain
traction and employees won’t buy into
the idea and filming process
Content will be kept easy and simple for
employees to manage and buy into,
which makes us more authentic

Increase in Revenue Maximum Cost
$497,930 $7000
Net Income Growth
30% - 70%
FINANCIALS There is an expected over 30% growth of net income for the
next fiscal year

20000
21000
22000
23000
24000
25000
26000
27000
28000
Impressions
Current Projected
14,000
14,500
15,000
15,500
16,000
16,500
17,000
17,500
18,000
18,500
19,000
19,500
New User
Current Projected
1.25
1.3
1.35
1.4
1.45
1.5
1.55
1.6
1.65
1.7
1.75
Pages/Session
Current Projected
160
170
180
190
200
210
220
230
Job Applicants
Current Projected
KPI’S On average, each metric’s growth rate is 19.51%

0
50
100
150
200
250
300
350
Facebook
Current Projected
0
5
10
15
20
25
30
35
40
Twitter
Current Projected
0
5
10
15
20
25
30
35
40
LinkedIn
Current Projected
ENGAGEMENT
Current and Projected Engagement per social media platform
with conversion rate of 8.86%
0
10
20
30
40
50
60
70
Medium
Current Projected

Enhancement of Social
Media Practices
RECOMMENDATION
Optimize social media content and interaction by utilizing multimedia content and Medium
through our Enhancement, Media, and Thought-Leadership (EMT) strategy
Media Engagement Thought Leadership
ü Optimize social media
engagement with more
company-centric and TO-
WLOO content themes
ü Drive traffic to new
webpage with copywriting
ü Increase video and
Facebook Live content
ü Release tech challenges
to social media audiences
ü Engage recruits on
Dribbble and AngelList
ü Medium best practices
ü Engage the audience and
Medium tech community
ü Optimize TribalScale
publications for content
readers care about

APPENDIX Revenue and Net Profit

APPENDIX Key Performance Indicators Breakdown

APPENDIX Engagement Breakdown and Conversion Rate

Work process content
Featuring Agile processes,
transparency regarding our
company’s work
Animation infographic, 5.2k views, 30 likes, 2 shares
Only video with animated
infographics
Eyecatching, informative,
company-specific

Facebook Live
HackuWeather, 5.8k views, 40 likes, 7 comments, 3 shares
Rising usage and reach of
livestream video methods, also
results in more comments and
interactions and thus greater
organic reach

Product-related content
Local hackathon,
hashtagged
HackuWeather, 5.8k views, 40 likes, 7 comments, 3 shares

Greater engagements through
attendance at local Hackathons
Tagged the hackathon organization,
local at Trent University
TrentU Hackathon photo, 18 likes, 1 share

TRIBALSCALE’S CURRENT FACEBOOK VIDEO CONTENT
Video Caption Type of Video Views Likes Shares Implication
“Demos!
#HackuWeather”
Facebook Live
Broadcasting of
Participants at the
HackuWeather challenge
presenting their demos
5,888 40 3 Facebook Live
videos have
strongest reach and
user engagement
“Check out how
TribalScale works,
our processes
and what makes
us Agile.”
The TribalScale Way: sleek,
infographic style explaining
TribalScale’s offerings,
processes, and competitive
advantage
5,255 30 2 Visually appealing
image-based
infographics draws
audience views
“Check out the
TribalScale team
demoing our
winning Alexa
hack!”
Live-style, unedited
broadcast of TribalScale
team presenting a demo of
their creation
4,412 19 3 Off-the-cuff,
transparent
glimpses into
TribalScale’s
operations engages
audiences

Increase Facebook Live video content to engage multiple key
audiences
Employee
Testimonials
FACEBOOK
LIVE
Events Live Broadcast
(Hackathons)
Recruitment Feedback
(Live Portfolio Review)
Office Tours Potential Clients
Passive Candidates
Tech Community
at Large

New video content should emphasize visually appealing and
honest glimpses into TribalScale’s company culture
VIDEO
TribalScale
SHORT-TERM New Youtube Channel
ü Office tour videos
ü Employee testimonials and merit
ü Share via social media platforms
and drive more traffic to website
LONG-TERM
ü Recruitment video campaign through
viral marketing

Release a series of online challenges/puzzles relating to
Internet of Things trends as a promotional campaign
TECH
CHALLENGES
Engagement
Integrate cutting edge tech with
Tribalscale’s brand of innovation
and connectivity
Release a series of online
challenges/puzzles relating to
Internet of Things or VR trends
as a promotional campaign
Interactive
Mixed Media
Challenges
Example: 360 degree video
challenge: 20-30 vid at our
office space and name all the
IoT devices you see
How to communicate
TribalScale’s Brand?
• Audience participation
• Leverage sharing capabilities of
social media for WOM
Brand • Merit through puzzle challenges
• Empowerment through education

Engagement with Web Designers, Graphic Designers and
Software Developers
HIRING

Engagement with Web Designers, Graphic Designers and
Software Developers
HIRING
• Post jobs
• Engage and scout design talent
• Can filter by location to Toronto-Waterloo
• Existing account
• But no job postings, minimal info
• Should leverage account better

Target
Publications
to Expertise
Choosing an
expertise that
people care about

Best
Practices
Formatting
1
2
3
Text Separators
Engaging Media
White Space
• Use headings and subheadings
whenever possible
• Use the bullet and numbered
list options
• Quotations format to break up
the text
• Insert videos to make a point
• Use striking images that leave
an impression
• Always begin with a fullscreen
image
Having more white space increases
readability by 20% (Lin 2004)

Best
Practices
Formatting
Attention GrabbersInsight Articles

Connected devices, Internet of Things, VR. @TribalScale, our
team works with innovative, premium brands to usher
businesses into the connected age. www.tribalscale.com/
Best
Practices
The Profile

Target
Publications
to Expertise
SALES: Reach
Potential Clients
RECRUIT: Reach
Potential Hires
Exemplify
TribleScale Values
Daily Life at
TribalScale
Establish Trust and
Rapport with future
clients
Demonstrate the
company culture as a
great place to work
Shows Transparency
by drawing back the
curtain
Industry Insight
Informal portfolio that
will show clients
TribalScale’s expertise
Establish TribalScale as
a leader and where
employees can grow
Shows Merit by
demonstrating
understanding
Guest Posts
A nod of approval from
industry influencers
and experts
Potential employees
may already be
following these guests
Shows Empowerment
with this tech platform
TribalScale Case
Studies
Demonstrates
TribalScale’s
capabilities
Shows off the projects
TribalScale employees
work on
Shows Transparency
and Merit

Medium’s Staff Picks and Medium accounts
are followed by almost every Medium user
Medium Promotes Your Content Too
Medium’s tags allow your article to be included
in collections and will become recommended
Medium Finds Readers that Care
Medium’s social media like tools facilitates
the reading, understanding and sharing of
your articles.
Medium Facilitates Engagement

Competition Deck - TribalScale

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