Why are you here?We’re talking about internet tools so people can share cat videos and Lady Gaga rumorsFacebook-> started by a guy in a dormroomTwitter-> a profound thought in 140 charactersSlideShare-> right, we don’t get enough powerpointYoutube: http://www.youtube.com/watch?v=jNQXAC9IVRw
System used to be striaghtforwardInfo comes into a companyCompany targets info outside
Strategy remained the same-> newer tools meant newer tacticsGoogle became popular-> value of search was understoodLots of email tools, CRM toolsBut overall the picture was consistent-> get market info and communicate it to the market in a controlled and predictable manner
Rise of new category of ecosystem partner-> the influencerThe person who seems to be in the know, who people just listen to
Mark Zuckerberg 15 yrs oldGoogle- 1 year oldApple stock $8 -> over $450 once peaked over $700
So what happened?How did things evolve from the classic strucutre up to 2003 until everything came apart in 2009How did the 95 Thesis of the Cluetrain Manifesto go from a piece of “gonzo marketing” to common practice.
Who is saying something:Cisco - http://newsroom.cisco.com/Intel - https://www.facebook.com/IntelMetaSwitch - http://www.telecompetitor.com/tag/carrier-evolution/ HubSpothttps://twitter.com/HubSpot (300 person company, not that big)Dell TechCenter - http://en.community.dell.com/techcenter/default.aspx
INTRO• Business Development, Mozilla• +10 years in Corporate Communications • DataDirect Networks, Cisco, Applied CommunicationsConnect: • Twitter: @ronpiovesan • Blog: www.ronpiovesan.com • LinkedIn: http://www.linkedin.com/in/ronpiovesan • Slideshare: http://www.slideshare.net/ronpiovesan • Facebook: http://www.facebook.com/CompanyIsTheContent Introduce concepts around social networks Practical approach to B2B marketing and communications Main Argument: B2B must engage in conversations
SOCIAL MEDIA CLASS:CAN WE SHARE?• Yes! • Blog, Tweet, Like, +1, Pin • Text, images, audio, video• Respect each other• Guest speakers: With their permission
EXPECTATIONSEveryone: • Participate in class discussionsExpecting Credit: • Submit answers to case studiesExpecting a Grade: • Submit project May 3 • Be prepared to present May 6
COURSE OUTLINEApril 8- Core Themes • Lecture • Speaker: Dave Oldham, NUVIApril 15- Storytelling • Speaker: John Earnhardt, Cisco • Case Discussion: HubSpot: Inbound Marketing and Web 2.0 • LectureApril 22- Listening • Case Discussion: EMC2: Delivering Customer Centricity • LectureApril 29- Goals and Metrics • Case Study: OSSCube: Leveraging Social Media • LectureMay 6- It’s All About The Conversation • Speaker: Burghardt Tenderich (BT), Annenberg School of Communication • Lecture
WHAT DOES SOCIAL MEAN TOYOU? You are wasting your time
CLASSIC MARKETING C. UP TO 2003 Press PR Analysts Market MarketingInformation Company programs Customers Channel Program Channel One way flow of information-> No Conversation
GETS COMPLICATED C. 2003-2009 Press PR Analysts Marketing Customers programs Market ChannelInformation Company Channel Programs Web/SEO Search Email Opt-in Strategy of controlling info remained, new tactics
OUT OF CONTROL C.2009 Press AnalystsCustomers CompanyChannel Influencer Markets truly became a conversation
WHAT HAPPENED? Tools of conversation become ubiquitous
PRACTICE CATCHINGUP TO THEORYCluetrain Manifesto: 1999A powerful global conversation has begun.Through the Internet, people are discoveringand inventing new ways to share relevantknowledge with blinding speed. As a directresult, markets are getting smarter—and gettingsmarter faster than most companies. These markets are conversations.
THE 95 THESES2- Markets consist of human beings, not demographic sectors.6 - The Internet is enabling conversations among human beings thatwere simply not possible in the era of mass media.12 - There are no secrets. The networked market knows more thancompanies do about their own products. And whether the news isgood or bad, they tell everyone.16 -Already, companies that speak in the language of the pitch, thedog-and-pony show, are no longer speaking to anyone.28 - Most marketing programs are based on the fear that the marketmight see whats really going on inside the company.40 - Companies that do not belong to a community of discourse willdie.75 - If you want us to talk to you, tell us something. Make it somethinginteresting for a change.
WHY IMPLEMENT?Learn about market surroundingsBuild new customer relationshipsSupport existing customersLead in your market Don’t “Go Social” Modified from Gillin Schwartzman, Chapter 2
SOCIAL FRAMEWORK Conversation Strategy Goals, Metric Talk Listen s
CISCO: INFORMINGConversation: Talking about the industryStrategy: Level of engagement with content
METASWITCH:COLLECTINGConversation: Talking about the industryStrategy: Level of engagement with content
INTEL: GOOFING OFFConversation: Fun topics around technologyStrategy: Create a community around Intel
DELL: GETTING TOWORKConversation: Community of users helping each otherStrategy: Offset costs, have users sell for you
ASSIGNMENT: SOCIALMEDIA PRODUCT LAUNCHFive slide preso: • Slide 1: Explain company, product, competitive differentiator • Slide 2, 3: Social media campaign for a product launch. Strategy for getting into the conversation: • Before product launch • Launch date • After product launch • Slide 5: What social tool will you use? Why? • Slide 5: Inspiration: How did you come up with this idea? What company did you use for inspiration?Must be B2B
ASSIGNMENT DUEMAY 3All requesting a grade must hand in their preso • Email: firstname.lastname@example.org • Post on SlideSharePeople will be chosen at random to present
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