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Brand Awareness, assist Lead Generation & Analytics for Measurement of KPIs


  1. Choose channels/network
  2. Fill out profiles
  3. Refine voice & tone
  4. Pick strategies
  5. Analyze & test
  6. Refine, automate processes and engage

1 & 2: Choose networks, fill profiles

Find suitable networks based on network type and demographics in line with Pingdom's customers and potential customers. 

Main networks: Facebook, Twitter, LinkedIN, Google+
Niche community networks: Reddit, Quora, stackoverflow, GitHub


Facebook has most active users. Twitter is great for quick updates. LinkedIN is great for it's business focus, and building on SaaS awareness. Google+ has fewer active users, but helps with overall SEO efforts.

Niche community networks are deeply important in maintaining communication with SaaS customers and being in depth with responses. Allows access to analyze competitive offerings.

*Stick to simplicity and choose 2-3 networks. Quality trumps quantity when it comes to having networks.
*Niche community networks kept in relation to SolarWinds Thwack community.


3. Refine Voice & Tone

  • Personality?
  • Pingdom's relationship to the consumer? 
  • Description of what Pingdom is not.
  • Differentiated personality in contrast to similar companies.
  • What Pingdom wants customers to think about Pingdom? 


Pingdom's aim is to be remain the market leader in website performance, and it's tone & voice needs to be consistent across all touchpoints, including it's social media presence. 

A trustworthy, inspiring, informative leader in industry, with a sharp visual presence and interesting sense of humour.

4. Pick Strategies

  • Content Strategy 
  • Promotion Strategy
  • Engagement Strategy


Content Strategy: Creating branded & editorial content for social media, upholding the tone of voice and marketing objectives of Pingdom with interesting, relevant content that leads back to the site and potentially provide leads for sales. Overall content is rich with tips and insights and testimonials to the users of Pingdom, on how Pingdom thinks, to the interesting details behind the scenes. Informative and engaging to get various target audiences (including internally) to be involved in the Pingdom community.  ***Tie in with blog for content.

Promotion Strategy: Emphasis on qualities of current products and leading customers to sales team. Management and creation of paid ads on social.

Engagement Strategy: Influencer marketing by reaching out to tech blogs and writers, being proactive and joining current conversations on networks while reinforcing positive engagement with existing users. (Badges to be shared)

5. Analyze & Test

Social monitoring and social analysis using tools such as Mention, Google Alerts & Analytics, Quora, Simply Measured. Simple A/B testing for posts.


Measure & analyze exposure, influence, engagement, action/conversion to establish ROI in terms of Pingdom's objectives. Listening tools assist with competitor analysis too.


6. Refine, automate processes and engage

Based on optimal timings and post lengths on various networks, post content that is relevant to audience. 5-3-2 rule of social media sharing  by TA McCann. 50% engagement and content from others, 30% internal content 20% personal, non-work related content to humanize brand. Use Zapier & IFTTT to help coordinate and automate marketing efforts. 


Social media is a continuous process and maintaining and improving good processes creates consistency in communication.