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THE COMPANY
IS THE
CONTENT
LECTURE 2: GOALS AND LISTENING
OUT OF CONTROL C.
2009 Press
Analysts
Company
Channel
Customers
Markets truly became a conversation
Influencer
You are
here
FRAMEWORK
Measure
How will you measure success?
Voices
How do you want to speak?
Listen
What is the market saying?
Goal
Wh...
WORKSHEET
Informer Seller Worker “One-liner
guy”
Brand
awareness
Influence
the market
Lead gen
Customer
support
Goal
Voice...
GOALS
BRAND AWARENESS:
INTEL
INFLUENCE THE
MARKET: CISCO
LEAD GEN: HUBSPOT
CUSTOMER SUPPORT:
DELL
LISTENING
LISTENING
As the sales blogger Jim Keenan puts it, “A lead today can
be a complaint on Twitter, a question on LinkedIn, or...
LISTENING
• Getting into the conversation
• Know what is going on
• Don’t be the “dig me” guy
• General market intelligenc...
HOW TO LISTEN
SOFTWARE MANUAL
HANDS ON
HUBSPOT QUESTIONS
Define inbound marketing. Contrast with outbound marketing
List and describe the three skills (according...
DEFINE INBOUND
MARKETING
THREE SKILLS
Write compelling content
Distribute content
Engage a community
WHY?
Company
Email sign ups
Lead gen
Surveys
NEXT WEEK
All:
• Case: EMC
• The B2B Social Media Book, Chapter 5, 7
• Article: Adding Social Media to the Marketing Mix
•...
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Lecture 2 goals listening

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Lecture 2: Goals and Listening- Company is the Content Stanford BUS94

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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 to
  • https://www.facebook.com/Intel
  • http://newsroom.cisco.com/
  • http://blog.hubspot.com/
  • https://twitter.com/DellCares
  • Demo: manualHootsuiteLinkedIn GroupsReddithttp://www.linkedin.com/today/?trk=tod3-top-navGo back to examples
  • Define inbound marketing. Contrast with outbound marketingv
  • List and describe the three skills (according to HubSpot) to maximize inbound marketing.
  • Why less expensive? Distribution is free. Reaching 100s millions for free? How much for advertising?Why more effective? Longer sales cycles. More complex decisions? More people involved in decision
  • Transcript of "Lecture 2 goals listening"

    1. 1. THE COMPANY IS THE CONTENT LECTURE 2: GOALS AND LISTENING
    2. 2. OUT OF CONTROL C. 2009 Press Analysts Company Channel Customers Markets truly became a conversation Influencer You are here
    3. 3. 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?
    4. 4. WORKSHEET Informer Seller Worker “One-liner guy” Brand awareness Influence the market Lead gen Customer support Goal Voices Tactics Metrics
    5. 5. GOALS
    6. 6. BRAND AWARENESS: INTEL
    7. 7. INFLUENCE THE MARKET: CISCO
    8. 8. LEAD GEN: HUBSPOT
    9. 9. CUSTOMER SUPPORT: DELL
    10. 10. LISTENING
    11. 11. LISTENING As the sales blogger Jim Keenan puts it, “A lead today can be a complaint on Twitter, a question on LinkedIn, or a discussion on a Facebook page.”
    12. 12. LISTENING • Getting into the conversation • Know what is going on • Don’t be the “dig me” guy • General market intelligence • Prospecting • Hearing what the pain points are • Understanding your customers’ concerns • Empowering sales people • Support • Solving problems • Being available
    13. 13. HOW TO LISTEN SOFTWARE MANUAL
    14. 14. HANDS ON
    15. 15. 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?
    16. 16. DEFINE INBOUND MARKETING
    17. 17. THREE SKILLS Write compelling content Distribute content Engage a community
    18. 18. WHY? Company Email sign ups Lead gen Surveys
    19. 19. NEXT WEEK All: • Case: EMC • The B2B Social Media Book, Chapter 5, 7 • Article: Adding Social Media to the Marketing Mix • Article: What’s your social media strategy? 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
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