The Company is the ContentLecture 2: Intersection Between Social Media And Marketing
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
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
….c. 2009 You are PressCustomers here Analysts Compan yChannel Influencer Markets truly became a conversation
Summary: Finding the conversation Community Content What are Who are you you going to speaking to? say? Conversation
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
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
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
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
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
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
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
Metrics Seems abstract “Buzz”…”cool” Where is this going?
Tactics 100% digital release Make entire launch event virtual Demonstrate the digital power of the ASR 1000 Did this work?
All over the place Humorous Try to get funny characters to explain network traffic Sci-Fi game, not tied to main theme Community gathering
Conclusion Resonated Drew interest Attracted users and interest Not as successful
TCO Environmental Impact Strong cost-saving and green message Didn’t integrate with “stork” and “cupid” messaging
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?
Assignment Due April 17 All groups must hand in their preso Email: email@example.com Post on SlideShare Three groups will be chosen at random to present