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The Company is the Content  Lecture 5: It’s All About The Conversation
Today’s agenda   Group presentations   OSSCube Case Study   Lecture       Local Social       Social and beyond
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 Case Study
OSSCube   History       Founded in 2006       Based in North Carolina, offices in India   Develop using open source so...
Marketing epiphany   Problem:       Company branding wasn’t keeping up with the business       Focus moving from traini...
Goals/Metrics/Tactics/Tools   Goals       Drive SEO   Metrics       Increase leads       Increased PageRank   Tactic...
Goals/Metrics/Tactics/Tools   Goals       Create brand   Metrics       Surveys       Customer satisfaction   Tactics...
The verdict   Trying                       Consistent voice   Tactical successes:          Spread too thin    Vimeo   ...
Local: Variations on the theme   Walmart approach   Cisco has similar approach
Local: Social deals economy   Focus on reviews, lead-generation, sales       Maintain a profile- Yelp       Offer promo...
Massive reach with direct action           Brand Globally             Sell Locally
What’s happened in the last five weeks?   Facebook       +4M users in Brazil       +1M users in US       Increased its...
What have we learned in the past five weeks?Goal        Metrics       Tactics        Tools  • What      • How you      • W...
RelaxThe Cluetrain Hit-One-Outta-the-Park Twelve-Step     Program for Internet Business Success
Have a sense of      humorThe Cluetrain Hit-One-Outta-the-Park Twelve-Step     Program for Internet Business Success
Find your voice and use           it The Cluetrain Hit-One-Outta-the-Park Twelve-Step      Program for Internet Business S...
Tell the truthThe Cluetrain Hit-One-Outta-the-Park Twelve-Step     Program for Internet Business Success
Don’t panicThe Cluetrain Hit-One-Outta-the-Park Twelve-Step     Program for Internet Business Success
Enjoy yourselfThe Cluetrain Hit-One-Outta-the-Park Twelve-Step     Program for Internet Business Success
Be braveThe Cluetrain Hit-One-Outta-the-Park Twelve-Step     Program for Internet Business Success
Be curiousThe Cluetrain Hit-One-Outta-the-Park Twelve-Step     Program for Internet Business Success
Play moreThe Cluetrain Hit-One-Outta-the-Park Twelve-Step     Program for Internet Business Success
Dream alwaysThe Cluetrain Hit-One-Outta-the-Park Twelve-Step     Program for Internet Business Success
Listen upThe Cluetrain Hit-One-Outta-the-Park Twelve-Step     Program for Internet Business Success
Rap onThe Cluetrain Hit-One-Outta-the-Park Twelve-Step     Program for Internet Business Success
Markets are aConversation
thank you
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Goals v05 01-12

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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 of "Goals v05 01-12"

    1. 1. The Company is the Content Lecture 5: It’s All About The Conversation
    2. 2. Today’s agenda Group presentations OSSCube Case Study Lecture  Local Social  Social and beyond
    3. 3. Summary: Finding the conversation Community Content What are Who are you you going to speaking to? say? Conversation
    4. 4. But first… content marketing Storytelling Shared  Histories  Emotions  Dreams Wrapping them around your brand Identifying with your audience Company is the Content
    5. 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. 6. The Case Study
    7. 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. 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. 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. 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. 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. 12. Local: Variations on the theme Walmart approach Cisco has similar approach
    13. 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. 14. Massive reach with direct action Brand Globally Sell Locally
    15. 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. 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. 17. RelaxThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
    18. 18. Have a sense of humorThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
    19. 19. Find your voice and use it The Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
    20. 20. Tell the truthThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
    21. 21. Don’t panicThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
    22. 22. Enjoy yourselfThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
    23. 23. Be braveThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
    24. 24. Be curiousThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
    25. 25. Play moreThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
    26. 26. Dream alwaysThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
    27. 27. Listen upThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
    28. 28. Rap onThe Cluetrain Hit-One-Outta-the-Park Twelve-Step Program for Internet Business Success
    29. 29. Markets are aConversation
    30. 30. thank you
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