Lecture 1 core themes 03-31-14


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Lecture 1: Company is the Content.
March 31, 2014

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  • Why are you here?We’re talking about internet tools so people can share cat videos and Lady Gaga rumorsFacebook-> started by a guy in a dormroomTwitter-> a profound thought in 140 charactersSlideShare-> right, we don’t get enough powerpointYoutube: http://www.youtube.com/watch?v=jNQXAC9IVRwQualman - https://www.youtube.com/watch?v=lFZ0z5Fm-Ng
  • https://www.youtube.com/watch?v=lFZ0z5Fm-Ng
  • System used to be striaghtforwardInfo comes into a companyCompany targets info outside
  • Strategy remained the same-> newer tools meant newer tacticsGoogle became popular-> value of search was understoodLots of email tools, CRM toolsBut overall the picture was consistent-> get market info and communicate it to the market in a controlled and predictable manner
  • Rise of new category of ecosystem partner-> the influencerThe person who seems to be in the know, who people just listen to
  • Social tools
  • Mark Zuckerberg 15 yrs oldGoogle- 1 year oldApple stock $8 -> over $450 once peaked over $700
  • So what happened?How did things evolve from the classic strucutre up to 2003 until everything came apart in 2009How did the 95 Thesis of the Cluetrain Manifesto go from a piece of “gonzo marketing” to common practice.
  • https://www.facebook.com/Intel
  • http://newsroom.cisco.com/
  • http://blog.hubspot.com/
  • https://twitter.com/DellCares
  • Lecture 1 core themes 03-31-14

    2. 2. INTRO • Third year “Company is the Content” • Business Development, Hearsay Social • +15 years in social media, marketing, communications • Mozilla • Cisco • Applied Communications Introduce concepts around social networks Practical approach to B2B social sales and marketing Main Argument: B2B must engage in conversations
    3. 3. COURSE OUTLINE March 31- Core Themes • Speaker: Clara Shih, Hearsay Social • Lecture April 7- Goal, Listening • Speaker: Jason Suen, Hearsay Social • Case Discussion: HubSpot: Inbound Marketing and Web 2.0 • Lecture April 14- Voices • Case Discussion: EMC2: Delivering Customer Centricity • Lecture April 21- Tactics, Metrics • Speaker: John Earnhardt, Cisco • Case Study: OSSCube: Leveraging Social Media • Lecture April 28- It’s All About The Conversation • Class Presentations • Lecture
    4. 4. GUEST SPEAKER: CLARA SHIH CEO, Hearsay Social Author, The Facebook Era Created first Facebook business app Board, Starbucks
    5. 5. WHAT DOES SOCIAL MEAN TO YOU? You are wasting your time
    6. 6. WASTE OF TIME?
    7. 7. CLASSIC MARKETING C. UP TO 2003 Marketing programs PR Press Analysts Channel Program Company Channel Customers Market Information One way flow of information-> No Conversation
    8. 8. GETS COMPLICATED C. 2003-2009 Marketing programs PR Press Analysts Channel Programs Company Channel Customers Market Information Strategy of controlling info remained, new tactics Web/SEO Search Email Opt-in
    9. 9. OUT OF CONTROL C. 2009 Press Analysts Company Channel Customers Markets truly became a conversation Influencer
    10. 10. WHAT HAPPENED? Tools of conversation become ubiquitous
    11. 11. PRACTICE CATCHING UP TO THEORY Cluetrain Manifesto: 1999 A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies. These markets are conversations.
    12. 12. THE 95 THESES 2- Markets consist of human beings, not demographic sectors. 6 - The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. 12 - There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. 16 -Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone. 28 - Most marketing programs are based on the fear that the market might see what's really going on inside the company. 40 - Companies that do not belong to a community of discourse will die. 75 - If you want us to talk to you, tell us something. Make it something interesting for a change.
    13. 13. FRAMEWORK Measure How will you measure success? Voices How do you want to speak? Listen What is the market saying? Goal What do you want to accomplish?
    14. 14. WORKSHEET Informer Seller Worker “One-liner guy” Brand awareness Influence the market Lead gen Customer support Goal Voices Tactics Metrics
    15. 15. BRAND: INTEL
    17. 17. LEAD GEN: HUBSPOT
    19. 19. EXPECTATIONS Everyone: • Participate in class discussions Expecting Credit: • Submit answers to case studies Expecting a Grade: • Submit project April 23 • Be prepared to present April 28
    20. 20. ASSIGNMENT: SOCIAL MEDIA PRODUCT LAUNCH Five slide preso: • Slide 1: Explain company, product, competitive differentiator • Slide 2, 3: Social media campaign for a product launch. Strategy for getting into the conversation: • Before product launch • Launch date • After product launch • Slide 5: What social tool will you use? Why? • Slide 5: Inspiration: How did you come up with this idea? What company did you use for inspiration? Must be B2B
    21. 21. ASSIGNMENT DUE APRIL 23 All requesting a grade must hand in their preso • Email: ronpiovesan@gmail.com • Post on SlideShare People will be chosen at random to present
    22. 22. NEXT WEEK All: • Case Study: HubSpot • The B2B Social Media Book, Chapter 15 Credit; Grade Students: • Answer the attached questions and submit before class via email ronpiovesan@gmail.com • Answers can be in short paragraphs or bullet points. • One page is sufficient
    23. 23. HUBSPOT QUESTIONS Define inbound marketing. Contrast with outbound marketing List and describe the three skills (according to HubSpot) to maximize inbound marketing. Why do you think inbound marketing is less expensive than outbound marketing? Why do B2B companies derive greater value from inbound marketing (and HubSpot’s offering) than B2C?
    24. 24. CONNECT http://www.facebook.com/CompanyIsTheContent https://www.facebook.com/ronpiovesanhearsaysocial http://www.slideshare.net/ronpiovesan http://www.linkedin.com/in/ronpiovesan www.ronpiovesan.com @ronpiovesan 415-200-6523 rpiovesan@gmail.com