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THE COMPANYIS THECONTENTLECTURE 4: STRATEGY
SOCIAL FRAMEWORKConversationTalk ListenStrategyGoals,Metrics
SOCIAL FRAMEWORKConversationWhat are yougoing to say?What else isbeing said?
SOCIAL FRAMEWORKStrategyGoals,Metrics
SOCIAL FRAMEWORKStrategyWhy?
FRAMEWORKSet GoalsDecideMetricsDeployToolsMeasure
ASIDE:LISTENING V TALKINGSet GoalsDecideMetricsDeployToolsMeasureListeningTalkingListeningListening
STRATEGYGOALS• Sales leads• Influence the market• Customer feedback• Branding• Customer supportMETRICS• # of emails• Shari...
TOOLSPro Con• Huge audience• Easy to target newusers• Listening• Lightweight• Fight for timelinespace• EdgeRank• Syndicati...
TOOLSPro Con• Listening• Focused• Connect withsimilar interests• Too niche• Spammy• Easy to sharevideos• Hard to build aco...
STRATEGY FUNNELGeneralConversationSpecificConversations
FUNNEL IN ACTIONGeneralConversationsSpecificConversationsGoal:BrandingMetric: BrandresearchTeaser about issuesGoal:Lead Ge...
CALCULATING BESTOPTION- BRANDINGTRADITIONALCosts• Advertising• PR agency• SponsorshipsMetric• Branding scoreSOCIALCosts• C...
CALCULATING ROI-LEAD GENTRADITIONALTotal Costs• Inside sales• Marketing collateralMetric• Expected leads• Expected revenue...
RECOMMENDATIONSet GoalsDecideMetricsDeployToolsMeasureKnow your businessGet finance to help with ROI
The Case Study
OSSCUBEHistory• Founded in 2006• Based in North Carolina, offices in IndiaDevelop using open source software• Consulting, ...
MARKETINGEPIPHANYProblem:• Company branding wasn’t keeping up with the business• Focus moving from training to consulting/...
CONTENT AND TOOLSGoals• Drive SEOContent• Anything anywhereTactics• Maximize traffic on website• Use social networks to pu...
GOALS/METRICS/TACTICS/TOOLSGoals• Create brandMetrics• Surveys• Customer satisfactionTactics• Maximize the brand• Use soci...
THE VERDICTTryingAuthenticMoments of voiceConsistent voiceSpread too thinRedundantUpdate orientedNo conversationRecommenda...
NEXT WEEK• Summarize Tie it all together• Anything you want to go over?• Class presentation
ASSIGNMENT: SOCIALMEDIA PRODUCT LAUNCHFive slide preso:• Slide 1: Explain company, product, competitivedifferentiator• Sli...
ASSIGNMENT DUEMAY 3All requesting a grade must hand in their preso• Email: ronpiovesan@gmail.com• Post on SlideSharePeople...
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Lecture 4 strategy

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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
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  • Transcript of "Lecture 4 strategy"

    1. 1. THE COMPANYIS THECONTENTLECTURE 4: STRATEGY
    2. 2. SOCIAL FRAMEWORKConversationTalk ListenStrategyGoals,Metrics
    3. 3. SOCIAL FRAMEWORKConversationWhat are yougoing to say?What else isbeing said?
    4. 4. SOCIAL FRAMEWORKStrategyGoals,Metrics
    5. 5. SOCIAL FRAMEWORKStrategyWhy?
    6. 6. FRAMEWORKSet GoalsDecideMetricsDeployToolsMeasure
    7. 7. ASIDE:LISTENING V TALKINGSet GoalsDecideMetricsDeployToolsMeasureListeningTalkingListeningListening
    8. 8. STRATEGYGOALS• Sales leads• Influence the market• Customer feedback• Branding• Customer supportMETRICS• # of emails• Sharing, engagement• Direct/indirect replies• Brand studies• Increased responsesTOOLS
    9. 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. 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. 11. STRATEGY FUNNELGeneralConversationSpecificConversations
    12. 12. FUNNEL IN ACTIONGeneralConversationsSpecificConversationsGoal:BrandingMetric: BrandresearchTeaser about issuesGoal:Lead GenGeneralexplanationExplanationMetric: email
    13. 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. 14. CALCULATING ROI-LEAD GENTRADITIONALTotal Costs• Inside sales• Marketing collateralMetric• Expected leads• Expected revenuesSOCIALTotal Costs• Content creation• Social mediamonitoringMetric• Expected leads• Expected revenues
    15. 15. RECOMMENDATIONSet GoalsDecideMetricsDeployToolsMeasureKnow your businessGet finance to help with ROI
    16. 16. The Case Study
    17. 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. 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. 19. CONTENT AND TOOLSGoals• Drive SEOContent• Anything anywhereTactics• Maximize traffic on website• Use social networks to push traffic, SEO to websiteTools
    20. 20. GOALS/METRICS/TACTICS/TOOLSGoals• Create brandMetrics• Surveys• Customer satisfactionTactics• Maximize the brand• Use social networks to communicate a brand imageTools
    21. 21. THE VERDICTTryingAuthenticMoments of voiceConsistent voiceSpread too thinRedundantUpdate orientedNo conversationRecommendationsFind something to say, say itEliminate channels
    22. 22. NEXT WEEK• Summarize Tie it all together• Anything you want to go over?• Class presentation
    23. 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. 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
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