Goals v04 24-12
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Goals v04 24-12



BUS94 Lecture 4. Looking at tools, analytics and how they all fit together.

BUS94 Lecture 4. Looking at tools, analytics and how they all fit together.



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  • Tool has become the goal rather then the means to a goal
  • Intel: https://plus.google.com/111660275132722215045/postsDell: https://plus.google.com/117161668189080869053/postsGooglesearch: Cars
  • Blogs: http://blogs.gartner.com/http://h30507.www3.hp.com/t5/Enterprise-Business-Blogs/ct-p/EnterpriseBusinessBlogsTumblr: http://ilovecharts.tumblr.com/http://newsweek.tumblr.com/
  • https://bitly.com/http://www.addthis.com/?r=0Wordpresshttp://wordpress.com/#!/fresh/https://www.facebook.com/CompanyIsTheContent (bookstore)

Goals v04 24-12 Goals v04 24-12 Presentation Transcript

  • The Company is the Content Lecture 4: Goals and Metrics
  • Summary: Finding the conversation Community Content What are Who are you you going to speaking to? say? Conversation
  • But first… content marketing Storytelling Shared  Histories  Emotions  Dreams Wrapping them around your brand Identifying with your audience Company is the Content
  • Play with the websites at the endGoal Metrics Tactics Tools • What • How you • What • What you measure you do you use want Resist temptation to “go social” Understand the entire process first Gillin, Schwartzman’s “Four Step
  • The tools Google+ LinkedIn Continued from last Blogs week Apps Analytic tools How they all fit together
  •  Google’s social network Google’s fourth attempt at social  Buzz  Friend Connect  Orkut Claims 170M users (ill-defined) Many features, feels over-engineered  Circles getting the most popularity Google, Plus Your World  Marketers: how to meld G+ with SEO
  •  De facto business networking tool 150M members, $522M revenues (2011) Used extensively by recruiters, job hunters Has groups, hard to determine how effective they are Potential to be great ad platform  Can better target profession, title, location  Audience is in a work frame-of-mind on the network
  • Blogs Blog-> self publishing platforms  156M blogs Blogger/Worpress more traditional CMS  Content Management Systems Tumblr: cross between a blog and Twitter  45M Tumblrs
  • Apps: the next frontier Mobile is taking over the world Content marketing targeting the consumer Betting on platforms  iPhone  Android  Facebook  Spotify B2B will follow  Be the change!
  • Tracking  Key lesson from Ridley Scott in 1979  Not so in cyberspace  Every click is a scream
  • The screams URL shortener  Bit.ly, TinyURL Share Bar  Add This Comment  DISQUS Tools aren’t about convenience, about analytics
  • Model: Hub and spoke content syndication
  • Model: Hub and spoke content syndication Content Content Platform Syndication
  • Content Marketing With each interaction, you’re getting feedback on content
  • I Don’t Care About Content Marketing WhitePape r
  • I Don’t Care About Sales
  • I Don’t Care About HR
  • I Care About Marketing Sales HR Customer Service
  • You Care About…. WhitePape r
  • Assignment OSSCube  Letter Grade, hand in answers  Questions will be posted tomorrow