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Lecture two for Stanford BUS94: The Company is the Content

Lecture two for Stanford BUS94: The Company is the Content

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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
  • 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
  • Who is saying something:Cisco - http://newsroom.cisco.com/Intel - https://www.facebook.com/IntelMetaSwitch - http://www.telecompetitor.com/tag/carrier-evolution/ HubSpothttps://twitter.com/HubSpot (300 person company, not that big)Dell TechCenter - http://en.community.dell.com/techcenter/default.aspx
  • Cisco - http://newsroom.cisco.com/
  • MetaSwitch - http://www.telecompetitor.com/tag/carrier-evolution/
  • Tweet - https://twitter.com/HubSpot/status/323743514947104768Landing page: http://offers.hubspot.com/ultimate-library-of-inbound-marketing-templates?utm_source=twitter&utm_medium=social&utm_content=aaf70f61-8674-4a85-ac38-4c130ce9a330
  • tel - https://www.facebook.com/Intel
  • http://en.community.dell.com/techcenter/default.aspx

Transcript

  • 1. THE COMPANYIS THECONTENTLECTURE 2: TALKING
  • 2. OUT OF CONTROL C.2009 PressAnalystsCompanyChannelCustomersMarkets truly became a conversationInfluencerYou arehere
  • 3. SOCIAL FRAMEWORKConversationTalk ListenStrategyGoals, Metrics
  • 4. SOCIAL FRAMEWORKConversationWhat are yougoing to say?
  • 5. DEFINE INBOUNDMARKETING
  • 6. THREE SKILLSWrite compelling contentDistribute contentEngage a community
  • 7. WHY?CompanyEmail sign upsLead genSurveys
  • 8. BECOMINGSTORYTELLERSIdentify your audienceShare• Histories• Emotions• DreamsSay something…converse
  • 9. CISCO: INFORMINGConversation: Talking about the industryStrategy: Level of engagement with content
  • 10. METASWITCH:COLLECTINGConversation: Talking about the industryStrategy: Level of engagement with content
  • 11. HUBSPOT: SELLINGConversation: Learn about marketingStrategy: Trusted advisor to marketers• Website has standard corporate info on offering
  • 12. INTEL: GOOFING OFFConversation: Fun topics around technologyStrategy: Create a community around Intel
  • 13. DELL: GETTING TOWORKConversation: Community of users helping each otherStrategy: Offset costs, have users sell for you
  • 14. NEXT WEEKApril 22- Listening• Case Discussion: EMC2: Delivering Customer Centricity• Article: Tweet Me, Friend Me, Make Me Buy