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CINTRIFUSE: SOCIAL MEDIA STRATEGY
PAGE 1
OVERVIEW
Cintrifuse is a Cincinnati-based organization that: (A) Connects entrepreneurs with strategic businesses, research institutions,
mentors and investors to launch high-growth startup companies; and (B) Coordinates the activities, resources and programs of the
region’s innovation ecosystem by connecting business incubators, accelerators, investment sources, organizations and other
resources to maximize information sharing. To achieve these goals, it uses the following three core elements:
1. Access: Productive connections between startup companies, mentors, research institutions, government, and local and
global business leaders;
2. Place: Dynamic environment with services and connectivity for innovation community members to thrive; and …
3. Fund: A fund of funds that attracts and invests in early-stage venture capital.
To implement a social media strategy, Cintrifuse must understand the following:
1. Social media allows the firm to engage and build relationships with its customers and other stakeholders;
2. Social media is an appropriate fit for the firm, as it is a not-for-profit organization with limited financial resources for a
communication strategy, which operates in a market segment where the use of social media represents a best business
practice; and …
3. Social media requires a long-term commitment and dedicated resources.
The Cintrifuse: Social Media Strategy (SMS) shall outline a six-tiered approach to social media use that furthers firm goals, within the
context of the three core elements, based on market segmentation. These tiers are as follows:
1. Company Framework
2. Information Gathering & Goal Setting
3. Company Website
4. Content Strategy & Implementation Plan
5. Create & Publish Content
6. Monitor & Measure Results
TIER ONE: COMPANY FRAMEWORK
Tier One of the SMS is to establish a company framework for social media, which consists of: (A) Decision-Making Team; and (B)
Policies & Guidelines. These are as follows:
1. Decision-Making Team: A team to plan, execute, and maintain the SMS, which is composed of:
A. Internal Assets
i. Social Media Strategist: Kristine Sturgeon, Director of Marketing
ii. Product Specialists: Jeff Weedman, Chief Executive Officer; Tim Schigel, Fund of Funds Manager; Jacob
Hodesh, Director of Mentoring; Erika Patterson, Operations; Roanne Lee, Business Development Analyst;
Kathy Rice, Senior Executive Assistant.
B. External Assets
i. Legal: Taft Stettinius & Hollister LLP
ii. Website Development: Partner
2. Policies & Guidelines: A foundation of principles that govern Cintrifuse social media use.
DECISION –MAKING TEAM
SOCIAL MEDIA STRATEGIST PRODUCT SPECIALISTS LEGAL WEBSITE DEVELOPMENT
Tasked with managing the
SMS and keeping the
company messaging
consistent.
Tasked with integrating
current company offerings in
areas of specialty into
company messaging.
Tasked with reviewing social
media policies and guidelines.
Tasked with creating an
online portal that supports
company content.
POLICIES & GUIDELINES
The policies and guidelines of the SMS govern how Cintrifuse uses social media to engage and interact with others. These policies
and guidelines may address, amongst other things, confidential information, competition, and/or copyright information. Useful
examples of company social media policies and guidelines may be found at: http://socialmediagovernance.com/policies.php.

2. CINTRIFUSE: SOCIAL MEDIA STRATEGY
PAGE 2
TIER TWO: INFORMATION GATHERING & GOAL SETTING
Tier Two of the SMS is to conduct information gathering and goal setting for social media, which consists of:
1. Map an Enterprise Social Graph
2. Market Research
3. Analyze Content
4. Goal Setting and Define Metrics and Benchmarks
5. Identify Influencers
Steps one through three help to determine the proper allocation of resources across social media, while steps four and five provide
goals and standards for those resource allocations.
SOCIAL GRAPH MARKET RESEARCH ANALYZE CONTENT
An enterprise social graph is a
representation of the extended social
network of a business, encompassing
relationships among its employees,
vendors, partners, customers, and the
public, etc. (i.e. stakeholders). At
Cintrifuse, stakeholders, organized by
level of importance in relation to SMS,
include:
1. Incubator Employee Groups
(Current and Potential)
2. Investment Committee (Current
and Potential)
3. Media
4. Like-Minded Organizations
5. Cintrifuse Employee Groups
6. Board of Directors
To establish the social media positions of
these stakeholders, and how to engage
with them, use tools such as:
1. Free Tools:
a. Rapportive
2. Paid Tools:
a. Marketwire Heartbeat (Social
Media Monitoring)
b. Marketwire MAP (Media
Analysis Platform)
Market research to determine the following
as it relates to the SMS:
1. What is being said about Cintrifuse;
2. On what platform it is being said;
3. Whom is saying it;
4. With whom Cintrifuse should be
engaging; and …
5. What issues Cintrifuse should focus
on during engagement;
This research may be conducted using the
following tools:
1. Free:
a. SocialMention.com
b. iGoogle.com
c. NetVibes.com
2. Paid:
a. Radian6
b. Sysomos
c. Nielsen BuzzMetrics
d. Visible Technologies
e. Trackur
f. BuzzLogic
g. Alterian SM2
h. Scout Labs
i. Jive Software
j. ECairn Conversation
k. Hub Spot
Analyze content to determine gaps,
trends, and opportunities for Cintrifuse
in social media. These may include, but
are not limited to:
a. Brand mentions on a
platform;
b. Ratio of positive to negative
mentions;
c. Share of Voice: The
percentage of the mentions
that are about Cintrifuse.
SET GOALS AND DEFINE METRICS AND BENCHMARKS
GOALS
INFLUENCERS

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SMS goals should be tied to Cintrifuse’s goals, which were
provided in the Overview. The SMS goals, therefore, are as follows:
1. Increased traffic to Cintrifuse website;
2. Increased brand presence across social platforms;
3. Increased brand reputation; and …
4. Development of relationships for future partnership
opportunities.
The metrics for measuring these goals are social platform
dependent, but include the following:
1. Increased traffic to Cintrifuse website:
a. Conversion Rate: When a website visitor performs an
action you would like for them to take, such as signing
up for an email list, downloading a free report, and
clicking on an affiliate link, etc.
b. Clickthrough Rate: The rate at which search engine
results generate website traffic, which may be improved
through titles and descriptions.
c. Bounce Rate: The rate at which visitors came to
Cintrifuse website and neither clicked over to another
page within the website and the amount of time spent
on the website.
2. Increased brand presence across social platforms:
a. Number of visitors to Cintrifuse blog and/or comments
on blog posts
b. Number of Facebook friends
c. Number of Twitter followers
d. Number of Linkedin connections
e. Number of YouTube video views
3. Increased brand reputation:
a. Number of positive brand mentions per week versus
negative brand mentions per week
4. Development of relationships for future partnership
opportunities:
Identify and engage social media networkers who have influence –
those who can cause others to take action, change their perception
and/or their behavior within market segment.

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CINTRIFUSE: SOCIAL MEDIA STRATEGY
PAGE 3
TIER THREE: COMPANY WEBSITE
Tier Three of the SMS is to a dynamic company website that serves as a centralized internet location for the firm’s three core
elements, which will be pursued in the following order:
1. Access;
2. Place; and …
3. Fund.
This website should offer local, regional, and national visitors an online experience similar to the in-person experience that would be
received at Cintrifuse.
ACCESS PLACE FUND
Access should include original content
free-of-charge (or at a reduced price) that
establishes Cintrifuse as a thought leader
in high-growth startup company
development, which includes, but is not
limited to:
1. Whitepapers: An authoritative
report or guide helping readers
to understand an issue, solve a
problem, or make a decision.
2. Web logs: Discrete entries on
topics related to high-growth
startup companies published on
Cintrifuse website.
Place should include paid membership to
an online collaborative workspace that
offers support services designed to assist
high-growth startup companies. This
includes:
1. An online forum for startup
companies;
2. Programs;
3. Access to mentors and business
consultants;
4. Webinars: Web conferencing
services for programming
events, such as: Introduction to
Lean Startup Method and
Product Development Cycle;
and …
5. Podcasts: An episodic series on
topics related to high-growth
startup companies published
through web syndication.
i. *Consider fee structure as it
relates to current Cintrifuse
members (local), whose
access would be beyond the
website, and regional and
national members, who
would only have access to
the website.
This collaborative workspace may also be
used as a foundation for strategic
alliances/partnerships with like-minded
local, regional, and national
organizations, which could result in: (A)
The Cintrifuse website serving as a hub
for shared content; and (B) A referral
service whereby client companies are
referred to Cintrifuse from other business
accelerators/incubators and from
Cintrifuse to other business
accelerators/incubators, based on
specialties and expertise.
Establish an area on the website
devoted to information on and a
formalized application process for
high-growth startup companies to
receive funding. This serves three
purposes:
1. ***It standardizes, in part, the
funding model used by
Cintrifuse;
2. It allows for greater access by
local, regional, and national
startup companies to funding
sources; and …
3. In funding regional and
national startup companies,
through increased attention in
other markets, it may increase
investment sources for Fund
of Funds and operational
funds.

5. CINTRIFUSE: SOCIAL MEDIA STRATEGY
PAGE 4
TIER FOUR: CONTENT STRATEGY & IMPLEMENTATION PLAN
Tier Four of the SMS is to outline a content strategy and create an implementation plan for Cintrifuse. The content strategy requires
an action plan for each social media platform, which addresses the following issues:
1. Why a social media platform is being used;
2. Whom to connect with and why;
3. What content to produce on a social media platform to engage the right individuals.
The content strategy will address these questions as they relate to the following social media platforms: (A) Web log; (B) Facebook;
(3) Twitter; (4) LinkedIn; and (5) YouTube.
The implementation plan will address the management of these social media platforms.
CONTENT STRATEGY
WEB LOG FACEBOOK TWITTER
First, web logs are used to provide a
social media platform for original content
that establishes Cintrifuse as a thought
leader in high-growth startup company
development. Second, it will connect
Cintrifuse with the following members of
its social graph:
1. Incubator Employee Groups
(Current and Potential)
2. Investment Committee (Current
and Potential)
3. Media
4. Like-Minded Organizations
5. Cintrifuse Employee Groups
6. Board of Directors
Third, the content of the web log will be
organized as follows:
1. Cintrifuse Background (1x): Firm
story
2. Cintrifuse Employee Posts (1 per
employee): Providing perspective
on topics related to current
activities and prior experiences
3. Pre-Course Posts: Content related
to courses, which serves as a
“tease” for courses.
4. Member Company Posts (2x per
month)
5. Other Source Posts: Partner
Companies
First, Facebook is used to increase search
engine optimization (SEO), build brand
advocates, and measure return on
investment. Second, it will connect
Cintrifuse with the following members of
its social graph:
1. Incubator Employee Groups
(Current and Potential)
2. Media
3. Like-Minded Organizations
4. Cintrifuse Employee Groups
Third, the content of the Facebook page
will be organized as follows:
1. 70%: Adding Value and Brand
Building
a. This may follow content outlay
on web logs, and should
consistently refer back to blog.
2. 20%: Sharing Others’ Posts and Ideas
3. 10%: Promoting Cintrifuse
Additionally, to capitalize on SEO,
Cintrifuse needs to crosslink between
web pages, use standardized key word(s)
that precede all Facebook posts, and
consistently update content.
First, Twitter is used to generate viral
information, drive traffic to the
company website, and promote news
and networking. Second, it will
connect Cintrifuse with the following
members of its social graph:
1. Incubator Employee Groups
(Current and Potential)
2. Media
3. Like-Minded Organizations
4. Cintrifuse Employee Groups
Third, the content of the Twitter page
will be organized as the Facebook page
as follows:
1. 70%: Adding Value and Brand
Building
a. This may follow content outlay
on web logs, and should
consistently refer back to blog.
2. 20%: Sharing Others’ Posts and Ideas
3. 10%: Promoting Cintrifuse
Additionally, to capitalize on SEO and
trends, Cintrifuse needs to use
standardized key word(s) that precede
or follow all Twitter tweets. Also,
consider use of TweetUps and Twitter
Chats.
LINKEDIN YOUTUBE
TBD TBD
IMPLEMENTATION PLAN

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To implement these plans, and streamline workflow, consider the use of social media management tools, such as:
1. TweetDeck;
2. CoTweet;
3. HootSuite; and/or …
4. LaterBro.

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CINTRIFUSE: SOCIAL MEDIA STRATEGY
PAGE 5
TIER FIVE: CREATE & PUBLISH CONTENT
Tier Five of the SMS is to create and publish content that actively engages and facilitates conversations with members of the
Cintrifuse social graph.
TIER SIX: MONITOR & MEASURE RESULTS
Tier Six of the SMS is to monitor and measure results, which will be based, in part, upon goals, social media platforms, social media
schedule, and content.