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 growthü More effective use of underutilized digital media platforms

Ineffective platform connectivity

Multimedia not intriguing

No platform to become tech influencer

S I T U AT I O N

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 THOUGHTLEADERSHIP

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

ENHANCEMENTModify 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. # Hashtags26 0.3 0.7 3

Facebook Posts (incl. photos) Performance in 1 Week Sample

Sample Avg. Likes Avg. Comments Avg. Shares11 8.9 0.1 0.8

197Without 4 outliers of 2k+ views each -

Facebook Videos PerformancePopulation Avg. Likes Avg. Comments Avg. Shares Avg. Views

18 11.4 0.6 0.6 1132

4.4 - Without 1 outlier of 50+ likes

S O C I A LM E D I A


Our current social media platforms on average underperform with certain outliers

Twitter Performance in 1 Week Sample

Sample Avg. RTs Avg. Likes Avg. # Hashtags26 0.3 0.7 3

Facebook Posts (incl. photos) Performance in 1 Week Sample

Sample Avg. Likes Avg. Comments Avg. Shares11 8.9 0.1 0.8

197Without 4 outliers of 2k+ views each -

Facebook Videos PerformancePopulation 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?

S O C I A LM E D I A

TRIBALSCALE’S FACEBOOK PLATFORM

Showcasing an actual company product/hackFeaturing more of our product portfolio increases transparency and piques interest

Product demonstration, 4.4k views, 19 likes, 1 comment, 3 shares


Company-specific contentFeaturing employees and their work adds to transparency


Company culture exemplifiedDemonstrating values, speaking to both public and employees

Anniversary photo, 162 likes, 16 comments, 13 shares


Increased interactions from tagging 5 employeesMore engagement and thus organic reach if tagged people/pages are those less likely to ignore the mention

E N H A N C E


TribalScale’s content themes and copywriting should focus on TO-WLOO hack culture and company transparency

Toronto-Waterloo hack culture

67% of Millennialsconsidered or havestarted their own business

ü Geotagü Tag universities and

hackathon pagesü 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 Millennialslook 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 PlatformCopy 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

SessionsNew

UsersBounce

RatePages/Session

AvgSession

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

W E B S I T E

MEDIALeverage 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 revenueV I D E O

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

FA C E B O O K L I V E

Stronger, more personalrelationship with viewersAuthentic1

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

T E C H C H A L L E N G E S

Engagement

InteractiveMixedMediaChallenges

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 CONTENTcreation and curating

Generates RECOGNITION &

TRUST

Generate interest in RETRUITMENT &

HIRING

Increase in organic CLIENT OUTREACH &

INTERESTING PROJECT

THOUGHT LEADERHow does becoming an industry thought leader drive sales and recruitment?


W H Y U S E M E D I U M ? “Medium is building the future of brand storytelling”

25 - 30 millionmonthly unique visitors

Reach a pre-existing audience1

Source: Mike Essex, Koozai


W H Y U S E M E D I U M ?

Engage potential clients and recruits2

Main Metric:TTRTotal Time Reading

Medium expands reader engagement by:

= 64%for the majority of stories

3961

1

“Medium is building the future of brand storytelling”


W H Y U S E M E D I U M ?

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.

“Medium is building the future of brand storytelling”

Each high-contributing TribalScale employee should have their own Medium account to post to TribalScale


S U C C E S S O N M E D I U M

What are tangible steps Tribalscale take to turn Medium into a thought leadership platform?

Adopt Medium Best PracticesBecause everybody on Medium is using the same publishing tool, Medium specific formatting is especially important.

Be an Active Member of the CommunityMedium is more than a publishing platform. Engage your audience by commenting, responding, recommending and highlighting.

Target Publications to Your ExpertiseChoose an expertise to pique the interest of the average Medium reader and use it to host both TribalScaleand outside contributor stories .


Best PracticesFormatting

1

2

3

Text Separators

Engaging Media

White SpaceHaving more white space increases readability by 20% (Lin 2004)

Connecteddevices,InternetofThings,VR.@TribalScale,ourteamworkswithinnovative,premiumbrandstousherbusinessesintotheconnectedage.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:SereneChen,TeamBacktotheFuture

My Medium story is then recommended

Feature



Comment Highlight



Featured on Popular Publications


TargetPublications to Expertise

Underutilizing Medium by using it as a simple blog





Exemplifying brand values



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

SRINIVASRAO


LONG TERMSHORT TERM (3 MONTHS)

T I M E L I N E There is an expected over 60% growth of net income for the next fiscal year

ü Train social media employees using Hootsuiteü Redevelop content themes

ü Increase Facebook Live videos

ü Open YouTube channelü Developing Interactive Challenges

ü Engagement with Web & Graphic Designersü Implementing Medium best practices

ü Be more active and interactive on Medium


LONG TERMSHORT TERM (3 MONTHS)

T I M E L I N E There is an expected over 60% growth of net income for the next fiscal year

ü Train social media employees using Hootsuiteü Redevelop content themes

ü Increase Facebook Live videos

ü Open YouTube channelü Developing Interactive Challenges

ü Engagement with Web & Graphic Designersü Implementing Medium best practices

ü Be more active and interactive on Medium

ü Redevelop content themesü Increase Facebook Live videos

ü Develop videos and upload on YouTube channel

ü Release Interactive Challenges to the publicü Engagement with Web & Graphic Designers

ü Be more active and interactive on Mediumü Target publications on Medium to an expertise

RISKS & MITIGATIONSWhat 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 TribalScalegenerated 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%

F I N A N C I A L S 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

NewUser

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

JobApplicants

Current Projected

K P I ’ 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

E N G A G E M E N T 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 practicesü Engage the audience and

Medium tech communityü Optimize TribalScale

publications for content readers care about

A P P E N D I X Expenses

A P P E N D I X Revenue and Net Profit

A P P E N D I X Key Performance Indicators Breakdown

A P P E N D I X Engagement Breakdown and Conversion Rate


Work process contentFeaturing Agile processes, transparency regarding our company’s work

Animation infographic, 5.2k views, 30 likes, 2 shares


Only video with animated infographicsEyecatching, 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 contentLocal hackathon, hashtagged

TRIBALSCALE’S FACEBOOK PLATFORMHackuWeather, 5.8k views, 40 likes, 7 comments, 3 shares



Greater engagements through attendance at local HackathonsTagged the hackathon organization, local at Trent University

TrentU Hackathon photo, 18 likes, 1 share


TRIBALSCALE’S CURRENT FACEBOOK VIDEO CONTENTVideo 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 explainingTribalScale’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 TribalScaleteam presenting a demo of their creation

4,412 19 3 Off-the-cuff, transparentglimpses into TribalScale’soperations engages audiences



Increase Facebook Live video content to engage multiple key audiences

Employee Testimonials

FA C E B O O K L I V E

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 cultureV I D E O

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

T E C H C H A L L E N G E S

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

InteractiveMixedMediaChallenges

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 H I R I N G


Engagement with Web Designers, Graphic Designers and Software Developers H I R I N G

• 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



Choosing an expertise that

people care about



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)



Attention GrabbersInsight Articles


Connecteddevices,InternetofThings,VR. @TribalScale,ourteamworkswithinnovative,premiumbrandstousherbusinessesintotheconnectedage.www.tribalscale.com/

Best PracticesThe Profile



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 Transparencyby drawing back the

curtain

Industry InsightInformal portfolio that

will show clients TribalScale’s expertise

Establish TribalScale as a leader and where

employees can grow

Shows Merit by demonstrating understanding

Guest PostsA nod of approval from

industry influencers and experts

Potential employees may already be

following these guestsShows Empowermentwith this tech platform

TribalScale Case Studies

Demonstrates TribalScale’scapabilities

Shows off the projects TribalScale employees

work onShows Transparency

and Merit

Feature



Comment Highlight



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

Business