Back in 2012 (yes, long long time ago) I was asked to produce a Social Media Strategy whilst searching for my 1st real job as a Community Manager.
Not knowing much about strategy back then, but some about community and SEO, I managed to to a pretty good job for the time being.
2. Goal definition
Goal 1:
Attract traffic to the website to spread the word about Jolicloud
Goal 3:
Get existing Jolicloud users to switch versions
Goal 2:
Make existing beta testers feel special
3. Goal 1 – Increase website traffic
WHY?
HOW?
Get the word out
Follow influential bloggers on twitter (tech & cloud related)
Comment on other blogs
Interact on Twitter
Follow cloud computing & tech experts, people
blogging about useful online tools and web services
Tweet Jolicloud’s latest blog posts as well as some
cloud computing knowledge & fun facts
Re-tweet interesting content from people we follow
Write an online press release for the new Jolicloud version
Comment on other blog posts, especially those
who use “Comment Luv” or similar
will pull Jolicloud’s latest blog post
good for promoting recent articles
good for Backlinks (if dofollow enabled)
RTs are flattering, also to
influential Twiterers
Jolicloud will get noticed
through frequent
(not obsessive) RTs
constructive comments only
have an opinion
refrain from solely using “i love your post”
Jolicloud doesn’t show in Google search results under keywords like
“cloud computing”, “cloud desktop” or “free online desktop”, etc. but
only under “organize cloud” (position 4) and “Cloud OS” (position 3)
4. Goal 1 – Increase website traffic
Attract new users
Connect with (influential) cloud computing & tech bloggers
Spread the word about the Jolicloud beta
cloudcomputing.sys-con.com/node/1505800
virtualization.net
gevaperry.typepad.com
terrywhite.com/techblog/
cloudcomputinglive.com/blog
technorati.com/technology/cloud-computing
digitizd.com/2010/02/23/53-of-the-best-tech-blogs-out-there
blogs.com/topten/top-10-cloud-computing-blogs
Gather some site statistics from Alexa.com
such as number of visitors, top search
queries driving traffic, visitor language, etc.
this data might help:
assess competitors
define long tail search queries
for Jolicloud.com
if budget: think about an Adwords campaign for the launch of the new Jolicloud
with the right keywords you can achieve:
maximum visibility on the web
new user subscriptions
Social networks Twitter & Facebook
Blogs comment on other blogs
Forums start new threads & discussions on forums on web apps,
web organization tools, online time management & productivity
tools forums, etc.
An interesting challenge
would be to make Jolicloud
a trending topic on Twitter
#Jolicloud
#JolicloudBeta
5. Goal 1 – Increase website traffic
On-page SEO
Write blog articles containing keywords in relation to Jolicloud’s activity
Possible long tail search queries
cloud desktop
organized cloud
free organized cloud
free cloud desktop
free online cloud desktop, ...
Comment on forums or other blogs
Check if dofollow is enabled in the blog’s source code
Website directories
Submit Jolicloud to various website & blog directories
Partner sites
Search for potential backlink partner sites
WHY? According to Alexa.com, the main search queries driving traffic to Jolicloud.com
are “Joli”, “Jolicloud” or “Joli OS”
it would help if Jolicloud.com was also found under other search terms BUT
be careful with generic search terms because they are highly competitive
and a good position in search results is therefore hard to achieve
think about long tail search terms
Write optimized texts containing the
previously defined long tail search queries
Link Building (dofollow links)
6. Goal 2 – Make existing beta users
feel special
HOW?
Limit the number of beta invites
Spread the word on Twitter & Facebook that there are only
a couple of invites left give a real number
Existing and future beta users will feel
privileged to have been chosen
Website traffic will increase rapidly
The number of user subscriptions will increase
Reward beta testers
With an early release of the new Jolicloud for those who beta tested
it would be way too expensive
to have everything shipped to
the US for every beta tester
If Jolicloud were a US-based company
we could have rewarded the beta
testers with some goodies such as t-shirts,
stickers, pens, customized iPhone or iPad
cases with the Jolicloud logo
Jolicloud’s website visitors are
mainly from the US (Alexa.com)
Make it an online event
give a date on which the last few
beta invites will be distributed
7. Goal 3 – Get existing Jolicloud users
to switch versions
HOW?
Poll existing users to know if
They are willing to switch versions
Existing and future beta users will feel privileged
Website traffic will increase rapidly
The number of user subscriptions will increase immediately
Encourage user feedback
Set up an online suggestion box
Twitter polls (mysurveysaid.com,
pollyourfollowres.com, polls.tw)
Facebook polls
General poll sites (easypolls.net,
micropoll.com, gopollgo.com)
What they expect from the new version
Which features should be added to make them consider switching
Use online surveys as well as simple yes/no feedback platforms
Free online feedback services
Simple yes/no feedback urtak.com
Customizables surveys surveymonkey.com
Set up a transitional period
Let today’s Jolicloud users switch between the new & old version
for a limited time like Twitter did
8. Basic Community Management
Be present on the most common social media platforms
Hootsuite for Twitter & Facebook management
Find content to tweet about & retweet
on social bookmarking sites like Delicious &
Stumble Upon or content aggregators such
as TweetMeme
hashtag search on Twitter & Tweetreach
real-time social search engines like Topsy
Social Bookmarking Stumble Upon, Delicious, Digg, Diigo, ...
Blog directories Technorati, Blog Catalog, Blogarama, Blogged,
Produce content
Blog Set up editorial guidelines
(themes, frequency, tone, ...)
Content curation services paper.li, scoop.it, storify, bag the web,
Tweetreach lets you search for
hashtags or keywords on Twitter
the plus: gives you the reach
of each search query
Blog content ideas
Fun behind the scenes look at Jolicloud
(videos, photos)
Reports from events Jolicloud participated in
(Jolicloud’s own take on those events)
Promote one Jolicloud app per week on a
specific day (like “App Wednesday”)
Engagne your audience
Respond to questions & comments Blog, Facebook & Twitter
Promote bloggers, twitterers you like Share it with your audience
9. Social Media Monitoring (SMM)
LISTEN - Analyze your social sentiment
General Samepoint, Socialmention, WhatDoesTheInternetThink, Crowdbooster
General website analytics tools
Google Analytics - analyse any time period
Alexa - shows the search queries driving
traffic to your site
Woopra - realtime web analytics
(see the impact of your social
media actions in real time)
Twitter Twittersentiment, Twittrratr, Twendz
MEASURE - Analyze your social impact
General Klout, Peer Index,
Track conversations
Monitter - easily set up columns with the
keywords you want to track
Hootsuite - this twitter client lets you track
keywords, mentions, hashtags
ENGAGE - Be an active part of web conversations
Facebook Facebook Insights, Pages Analyzer
Twitter Tweetreach, Tweet Grader, Tweet Effect
General statistics & monitoring tools
Twitter Twitter Counter, Tweetreach, Tweet Stats
General motitoring Topsy, Monitter, Hootsuite, Boardreader, Who’s Talkin
When should you say something? Tweet O Clock, Timely, WhenToTweet
Ask your followers for their opinion Straw Poll, Polls.tw
Web services offering stats Feedburner, Bit.ly