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Intersection v04 08-12
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Intersection v04 08-12


Lecture slides for class two of BUS94. Date: April 10

Lecture slides for class two of BUS94. Date: April 10

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  • Rise of new category of ecosystem partner-> the influencerThe person who seems to be in the know, who people just listen toHighlight the influcener… who is this person?
  • Tool has become the goal rather then the means to a goal
  • HpcLinkedINgrou[
  • Intel circles
  • If you recall from last week, this is roughly when things got all crazy for companies


  • 1. The Company is the ContentLecture 2: Intersection Between Social Media And Marketing
  • 2. Housekeeping Request to focus on local social marketing. Of interest? Interest in taking time to look specifically at certain tools, explain how they operate and how they may be used?  Facebook  Google+  LinkedIn  Twitter  Blogs/podcasts Groups  If you’re in one but want to do an independent project, let’s talk  If you’re not in one, and you want to be in one, let’s talk
  • 3. Agenda Review thoughts from last week Introduce “Four Steps” model to rolling out a social media campaign  Model is re-purposed from the textbook Discuss Cisco case study  Apply Four Step model to case study Next week’s assignment
  • 4. ….c. 2009 You are PressCustomers here Analysts Compan yChannel Influencer Markets truly became a conversation
  • 5. Summary: Finding the conversation Community Content What are Who are you you going to speaking to? say? Conversation
  • 6. How to “do social” The following are not social media objectives  Creating a Google+ circle  Creating a Facebook page  Posting a YouTube video  Doing something and hoping it will go “viral” The following are social media objectives  Collect leads  Increase media coverage  Increase brand recognition Even though tools have changed, basic principles remains the same You need to plan, you need to measure
  • 7. 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
  • 8. Four Steps in Action Goal  Improve customer service Metrics  Time-to-answer  Customer sat surveys  Decrease load on call centers Tactics  Proactively address concerns  Open new channels of communication Tool
  • 9. Four Steps in Action Goal  Increase sales Metrics  Increased inbound calls  More targeted outbound call  Focus on High-Performance Computing Tactics  Increase DDN’s presence in the maket  Position DDN as a “trusted advisor” not just a hardware supplier Tool
  • 10. Four Steps in Action Goal  Target communications Metrics  Increase awareness of certain messages to key groupd  Surveys  Impressions Tactics  Segment and identify key audiences  Target messages ONLY at those audiences Tool
  • 11. Applying to CiscoSummary: Cisco is a massive company that sells networking geat  68,000 employees  $40 billion in revenue Launching a new product ASR 1000  An “edge router” that carries network traffic to an end- point (computer, phone, video conference)  Sold to large corporations, telecom companies Benefits  More efficient in routing network traffic  Eliminates the need to buy a lot of other network equipment-> saves money
  • 12. Goals Successfully launch a new product Tie in the ASR 1000 with the increasing trend to access digital content  2008: huge rise in digital content being created and consumed Be cool
  • 13. Metrics Seems abstract “Buzz”…”cool” Where is this going?
  • 14. Tactics 100% digital release Make entire launch event virtual Demonstrate the digital power of the ASR 1000 Did this work?
  • 15. Does this work?
  • 16. Tools
  • 17. All over the place  Humorous  Try to get funny characters to explain network traffic  Sci-Fi game, not tied to main theme  Community gathering
  • 18. Conclusion  Resonated  Drew interest  Attracted users and interest  Not as successful
  • 19. TCO Environmental Impact Strong cost-saving and green message Didn’t integrate with “stork” and “cupid” messaging
  • 20. Assignment Launch a product Clearly lay out your four steps  Goal  Metrics  Tactics  Tool(s) Four slide preso:  Slide 1: Explain product competitive differentiator  Slide 2: Explain your Goals, Metrics, Tactics  Slide 3: Choose your Tool, explain how it ties back to your Goals, Metrics, Tactics  Slide 4: Why is this Tool the best for this campaign?
  • 21. Assignment Due April 17 All groups must hand in their preso  Email:  Post on SlideShare Three groups will be chosen at random to present