Lecture two for Stanford BUS94: The Company is the Content

1. THE COMPANY
IS THE
CONTENT
LECTURE 2: TALKING

2. OUT OF CONTROL C.
2009 Press
Analysts
Company
Channel
Customers
Markets truly became a conversation
Influencer
You are
here

3. SOCIAL FRAMEWORK
Conversation
Talk Listen
Strategy
Goals, Metric
s

4. SOCIAL FRAMEWORK
Conversation
What are you
going to say?

6. DEFINE INBOUND
MARKETING

7. THREE SKILLS
Write compelling content
Distribute content
Engage a community

8. WHY?
Company
Email sign ups
Lead gen
Surveys

9. BECOMING
STORYTELLERS
Identify your audience
Share
• Histories
• Emotions
• Dreams
Say something…
converse

10. CISCO: INFORMING
Conversation: Talking about the industry
Strategy: Level of engagement with content

11. METASWITCH:
COLLECTING
Conversation: Talking about the industry
Strategy: Level of engagement with content

12. HUBSPOT: SELLING
Conversation: Learn about marketing
Strategy: Trusted advisor to marketers
• Website has standard corporate info on offering

13. INTEL: GOOFING OFF
Conversation: Fun topics around technology
Strategy: Create a community around Intel

14. DELL: GETTING TO
WORK
Conversation: Community of users helping each other
Strategy: Offset costs, have users sell for you

15. NEXT WEEK
April 22- Listening
• Case Discussion: EMC2: Delivering Customer Centricity
• Article: Tweet Me, Friend Me, Make Me Buy