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  • Tool has become the goal rather then the means to a goal
  • What really went wrongWhere’s the conversation? What the message?
  • Did they learn?Blog: http://www.osscube.com/blogTwitter: https://twitter.com/#!/osscubeFacebook: https://www.facebook.com/OSSCubeG+:https://plus.google.com/u/0/100796486439557640687/postsYouTube: LinkedIN: http://www.linkedin.com/company/osscubeYouTube: http://www.youtube.com/user/osscubeVimeo: http://vimeo.com/osscube
  • https://twitter.com/?list_id=cisco-tweeters#!/CiscoSystems/cisco-tweeters/members
  • http://www.yelp.com/biz/fast-repair-palo-alto#query:it%20consultanthttp://www.groupon.com/san-jose/allhttp://www.citymaps.com/#

Transcript

  • 1. The Company is the Content Lecture 5: It’s All About The Conversation
  • 2. Today’s agenda Group presentations OSSCube Case Study Lecture  Local Social  Social and beyond
  • 3. Summary: Finding the conversation Community Content What are Who are you you going to speaking to? say? Conversation
  • 4. But first… content marketing Storytelling Shared  Histories  Emotions  Dreams Wrapping them around your brand Identifying with your audience Company is the Content
  • 5. 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
  • 6. The Case Study
  • 7. OSSCube History  Founded in 2006  Based in North Carolina, offices in India Develop using open source software  Consulting, Education Developed various IT solutions for  Education  Government  Healthcare  IT Successful, technically minded company Focused on customer success
  • 8. Marketing epiphany Problem:  Company branding wasn’t keeping up with the business  Focus moving from training to consulting/development Change direction of company  Focus on SEO, by more relevant in consulting searches  Streamline lead generation and qualification process  Build a community of developer Go Social!
  • 9. Goals/Metrics/Tactics/Tools Goals  Drive SEO Metrics  Increase leads  Increased PageRank Tactics  Maximize traffic on website  Use social networks to push traffic, SEO to website Tools
  • 10. Goals/Metrics/Tactics/Tools Goals  Create brand Metrics  Surveys  Customer satisfaction Tactics  Maximize the brand  Use social networks to communicate a brand image Tools
  • 11. The verdict Trying  Consistent voice Tactical successes:  Spread too thin Vimeo  Redundant Authentic  Update oriented Moments of voice  No conversation Recommendations Find something to say Say it Eliminate channels
  • 12. Local: Variations on the theme Walmart approach Cisco has similar approach
  • 13. Local: Social deals economy Focus on reviews, lead-generation, sales  Maintain a profile- Yelp  Offer promotion- Groupon Consumer focused on “check ins”  Customers check in to an event  Keep track of customers’ check-ins
  • 14. Massive reach with direct action Brand Globally Sell Locally
  • 15. What’s happened in the last five weeks? Facebook  +4M users in Brazil  +1M users in US  Increased its penetration by 115% on Faroe Islands Twitter  16M new accounts Pinterest  Leveling off?
  • 16. What have we learned in the past five weeks?Goal Metrics Tactics Tools • What • How you • What • What you measure you do you use want
  • 17. RelaxThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
  • 18. Have a sense of humorThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
  • 19. Find your voice and use it The Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
  • 20. Tell the truthThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
  • 21. Don’t panicThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
  • 22. Enjoy yourselfThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
  • 23. Be braveThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
  • 24. Be curiousThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
  • 25. Play moreThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
  • 26. Dream alwaysThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
  • 27. Listen upThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
  • 28. Rap onThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
  • 29. Markets are aConversation
  • 30. thank you