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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            ...
But first… content marketing   Storytelling   Shared       Histories       Emotions       Dreams   Wrapping them aro...
Play with the websites at the endGoal        Metrics             Tactics               Tools  • What       • How you      ...
The tools   Google+   LinkedIn               Continued                           from last   Blogs                     ...
   Google’s social network   Google’s fourth attempt at social       Buzz       Friend Connect       Orkut   Claims ...
   De facto business networking tool   150M members, $522M revenues (2011)   Used extensively by recruiters, job hunter...
Blogs   Blog-> self publishing platforms       156M blogs   Blogger/Worpress more traditional CMS       Content Manage...
Apps: the next frontier   Mobile is taking over the    world   Content marketing    targeting the consumer   Betting on...
Tracking              Key lesson from Ridley               Scott in 1979              Not so in cyberspace             ...
The screams   URL shortener       Bit.ly, TinyURL   Share Bar       Add This   Comment       DISQUS        Tools are...
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
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Goals v04 24-12

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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)
  • Transcript of "Goals v04 24-12"

    1. 1. The Company is the Content Lecture 4: Goals and Metrics
    2. 2. Summary: Finding the conversation Community Content What are Who are you you going to speaking to? say? Conversation
    3. 3. But first… content marketing Storytelling Shared  Histories  Emotions  Dreams Wrapping them around your brand Identifying with your audience Company is the Content
    4. 4. 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
    5. 5. The tools Google+ LinkedIn Continued from last Blogs week Apps Analytic tools How they all fit together
    6. 6.  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
    7. 7.  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
    8. 8. Blogs Blog-> self publishing platforms  156M blogs Blogger/Worpress more traditional CMS  Content Management Systems Tumblr: cross between a blog and Twitter  45M Tumblrs
    9. 9. 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!
    10. 10. Tracking  Key lesson from Ridley Scott in 1979  Not so in cyberspace  Every click is a scream
    11. 11. The screams URL shortener  Bit.ly, TinyURL Share Bar  Add This Comment  DISQUS Tools aren’t about convenience, about analytics
    12. 12. Model: Hub and spoke content syndication
    13. 13. Model: Hub and spoke content syndication Content Content Platform Syndication
    14. 14. Content Marketing With each interaction, you’re getting feedback on content
    15. 15. I Don’t Care About Content Marketing WhitePape r
    16. 16. I Don’t Care About Sales
    17. 17. I Don’t Care About HR
    18. 18. I Care About Marketing Sales HR Customer Service
    19. 19. You Care About…. WhitePape r
    20. 20. Assignment OSSCube  Letter Grade, hand in answers  Questions will be posted tomorrow
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