Company is the Conten: Lecture 1- Core Themes
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Company is the Conten: Lecture 1- Core Themes



Lecture 1 for BUS94 Stanford course Company is the Content

Lecture 1 for BUS94 Stanford course Company is the Content



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  • 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:
  • 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
  • Social tools
  • 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 - - - HubSpot (300 person company, not that big)Dell TechCenter -

Company is the Conten: Lecture 1- Core Themes Company is the Conten: Lecture 1- Core Themes Presentation Transcript

  • INTRO• Business Development, Mozilla• +10 years in Corporate Communications • DataDirect Networks, Cisco, Applied CommunicationsConnect: • Twitter: @ronpiovesan • Blog: • LinkedIn: • Slideshare: • Facebook: 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.
  • BECOMING STORYTELLERSIdentify your audienceShare • Histories • Emotions • DreamsSay something…converse
  • 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: • Post on SlideSharePeople will be chosen at random to present