Lecture 4 strategy

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Lecture 4 for BUS94- Strategy

Lecture 4 for BUS94- Strategy

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  • Goals tend to be increased web traffic, engagementNeed to think carefully at outset, what the goal are and how you’re going to measure them
  • Helpful to think about campaignsWhat specifically you want to say?
  • Sales leads- Appcelerator https://www.facebook.com/appceleratorBranding - http://www.appcelerator.com/developers/450k/Banding/sales - http://pinterest.com/appcelerator/app-showcase/Influence the market – IBM SmartPlanet - http://www.ibm.com/smarterplanet/us/en/?re=CS1 (Graham Kittle)Thought leader - http://newsroom.cisco.com/press-release-content?type=webcontent&articleId=1147026Thought leadershiip - Facebook - https://www.facebook.com/IdeaPaintCustomerfeedback - https://www.facebook.com/peopleforasmarterplanetCustomer engagement – Twitter - http://www.oracle.com/us/social-media/twitter/index.htmlOracleblogs - https://twitter.com/OracleBlogs
  • Facebook - https://www.facebook.com/IdeaPaintTwitter - http://www.oracle.com/us/social-media/twitter/index.htmlOracleblogs - https://twitter.com/OracleBlogsGoogle+ - IntelLinkedIn - http://www.linkedin.com/groups?gid=1646497&trk=myg_ugrp_ovrYouTube – Blogs - https://blog.mozilla.org/apps/
  • Generally ROI is expressed as a percentageIN this instance, you’re looking
  • Goals tend to be increased web traffic, engagementNeed to think carefully at outset, what the goal are and how you’re going to measure them
  • Goals tend to be increased web traffic, engagementNeed to think carefully at outset, what the goal are and how you’re going to measure them
  • What really went wrongWhere’s the conversation? What the message?
  • Did they learn?Blog: http://www.osscube.com/blogTwitter: https://twitter.com/#!/osscubeFacebook: https://www.facebook.com/OSSCubeG+:https://plus.google.com/u/0/100796486439557640687/postsYouTube: LinkedIN: http://www.linkedin.com/company/osscubeYouTube: http://www.youtube.com/user/osscubeVimeo: http://vimeo.com/osscube
  • Advice?

Transcript

  • 1. THE COMPANYIS THECONTENTLECTURE 4: STRATEGY
  • 2. SOCIAL FRAMEWORKConversationTalk ListenStrategyGoals,Metrics
  • 3. SOCIAL FRAMEWORKConversationWhat are yougoing to say?What else isbeing said?
  • 4. SOCIAL FRAMEWORKStrategyGoals,Metrics
  • 5. SOCIAL FRAMEWORKStrategyWhy?
  • 6. FRAMEWORKSet GoalsDecideMetricsDeployToolsMeasure
  • 7. ASIDE:LISTENING V TALKINGSet GoalsDecideMetricsDeployToolsMeasureListeningTalkingListeningListening
  • 8. STRATEGYGOALS• Sales leads• Influence the market• Customer feedback• Branding• Customer supportMETRICS• # of emails• Sharing, engagement• Direct/indirect replies• Brand studies• Increased responsesTOOLS
  • 9. TOOLSPro Con• Huge audience• Easy to target newusers• Listening• Lightweight• Fight for timelinespace• EdgeRank• Syndicatingcontent• Listening• Send out links,messages• Brief• Hard tocommunicate acomplex idea• SEO • Low audience• Difficult to use
  • 10. TOOLSPro Con• Listening• Focused• Connect withsimilar interests• Too niche• Spammy• Easy to sharevideos• Hard to build acommunity• You controlcontent, experience• Have deeperdiscussion• Hard to attract acommunity• Requires a lot ofwork
  • 11. STRATEGY FUNNELGeneralConversationSpecificConversations
  • 12. FUNNEL IN ACTIONGeneralConversationsSpecificConversationsGoal:BrandingMetric: BrandresearchTeaser about issuesGoal:Lead GenGeneralexplanationExplanationMetric: email
  • 13. CALCULATING BESTOPTION- BRANDINGTRADITIONALCosts• Advertising• PR agency• SponsorshipsMetric• Branding scoreSOCIALCosts• Contentgeneration• FB/G+ monitoringMetric• Branding scoreWhat is the cost of each, to get to the same result
  • 14. CALCULATING ROI-LEAD GENTRADITIONALTotal Costs• Inside sales• Marketing collateralMetric• Expected leads• Expected revenuesSOCIALTotal Costs• Content creation• Social mediamonitoringMetric• Expected leads• Expected revenues
  • 15. RECOMMENDATIONSet GoalsDecideMetricsDeployToolsMeasureKnow your businessGet finance to help with ROI
  • 16. The Case Study
  • 17. OSSCUBEHistory• Founded in 2006• Based in North Carolina, offices in IndiaDevelop using open source software• Consulting, EducationDeveloped various IT solutions for• Education• Government• Healthcare• ITSuccessful, technically minded companyFocused on customer success
  • 18. MARKETINGEPIPHANYProblem:• Company branding wasn’t keeping up with the business• Focus moving from training to consulting/developmentChange direction of company• Focus on SEO, by more relevant in consulting searches• Streamline lead generation and qualification process• Build a community of developerGo Social!
  • 19. CONTENT AND TOOLSGoals• Drive SEOContent• Anything anywhereTactics• Maximize traffic on website• Use social networks to push traffic, SEO to websiteTools
  • 20. GOALS/METRICS/TACTICS/TOOLSGoals• Create brandMetrics• Surveys• Customer satisfactionTactics• Maximize the brand• Use social networks to communicate a brand imageTools
  • 21. THE VERDICTTryingAuthenticMoments of voiceConsistent voiceSpread too thinRedundantUpdate orientedNo conversationRecommendationsFind something to say, say itEliminate channels
  • 22. NEXT WEEK• Summarize Tie it all together• Anything you want to go over?• Class presentation
  • 23. ASSIGNMENT: SOCIALMEDIA PRODUCT LAUNCHFive slide preso:• Slide 1: Explain company, product, competitivedifferentiator• Slide 2, 3: Social media campaign for a productlaunch. 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 thisidea? What company did you use for inspiration?Must be B2B
  • 24. ASSIGNMENT DUEMAY 3All requesting a grade must hand in their preso• Email: ronpiovesan@gmail.com• Post on SlideSharePeople will be chosen at random to present on May 6