On October 23rd, 2014, we updated our
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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