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Lecture 3 BUS 94

Lecture 3 BUS 94

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  • Tool has become the goal rather then the means to a goal
  • Tool has become the goal rather then the means to a goal
  • Tool has become the goal rather then the means to a goal
  • Tool has become the goal rather then the means to a goal
  • Social network: http://www.youtube.com/watch?v=lB95KLmpLR4IBM FB Page: https://www.facebook.com/pages/IBM/168597536563870
  • State Dept: http://www.youtube.com/watch?v=1XQNDLft6eI&list=PL763343880E4FEDA9&index=3&feature=plpp_videoOracle: http://www.oracle.com/us/social-media/twitter/index.htmlOracle Analytics: https://twitter.com/#!/OracleAnalyticsOracle: https://twitter.com/#!/OracleAnalytics/status/190197044252639233
  • Intel: https://plus.google.com/111660275132722215045/postsDell: https://plus.google.com/117161668189080869053/posts
  • Blogs: http://blogs.gartner.com/http://h30507.www3.hp.com/t5/Enterprise-Business-Blogs/ct-p/EnterpriseBusinessBlogsTumblr: http://ilovecharts.tumblr.com/http://newsweek.tumblr.com/

Transcript

  • 1. The Company is the Content Lecture 3: Creating a Social Brand
  • 2. Housekeeping Assignments  Grade: Cisco case study, Group presentations  Credit: Group presentations Groups  If you don’t have one, please email  ronpiovesan@gmail.com
  • 3. Agenda Review thoughts from previous weeks Next week’s assignment
  • 4. Summary: Finding the conversation Community Content What are Who are you you going to speaking to? say? Conversation
  • 5. Play with the websites at the endGoal Metrics Tactics Tools • What • How you • What • What you measure you do you use want Resist temptation to “go social” Understand the entire process first Gillin, Schwartzman’s “Four Step
  • 6. Play with the websites at the endGoal Metrics Tactics Tools • What • How you • What • What you measure you do you use want Resist temptation to “go social” Understand the entire process first Gillin, Schwartzman’s “Four Step
  • 7. Play with the websites at the endGoal Metrics Tactics Tools • What • How you • What • What you measure you do you use want Next week: Tim Marklein Resist temptation to “go social” Understand the entire process first Gillin, Schwartzman’s “Four Step
  • 8. Play with the websites at the endGoal Metrics Tactics Tools • What • How you • What • What you measure you do you use want Today Resist temptation to “go social” Understand the entire process first Gillin, Schwartzman’s “Four Step
  • 9. But first… content marketing Storytelling Shared  Histories  Emotions  Dreams Wrapping them around your brand Identifying with your audience Company is the Content
  • 10. The tools Facebook Twitter Google+ LinkedIn Blogs How they all fit together
  • 11.  Claim ~900M active monthly users 100 billion connections 85% of is $3.7B revenues came from advertising Aiming for $100B valuation  ½ Google  ½ Walmart  2x Coke  3x General Motors
  • 12.  Only allows 140 character Definition: a short burst of inconsequential information,’ chirps from birds’ Claims 140 M users, 340M tweets/day Est revenues: $190M Appeal  Short, easy to manage  Default is open  Appeals to sense of celebrity @ = person/handle (ie: @ronpiovesan) # = topic (ie: #bus94)
  • 13.  Google’s social network Google’s fourth attempt at social  Buzz  Friend Connect  Orkut Claims 170M users (ill-defined) Many features, feels over-engineered  Circles getting the most popularity Google, Plus Your World  Marketers: how to meld G+ with SEO
  • 14.  De facto business networking tool 150M members, $522M revenues (2011) Used extensively by recruiters, job hunters Has groups, hard to determine how effective they are Potential to be great ad platform  Can better target profession, title, location  Audience is in a work frame-of-mind on the network
  • 15. Blogs Blog-> self publishing platforms  156M blogs Blogger/Worpress more traditional CMS  Content Management Systems Tumblr: cross between a blog and Twitter  45M Tumblrs
  • 16. Model: Hub and spoke content syndication
  • 17. Apps: the next frontier Mobile is taking over the world Content marketing targeting the consumer Betting on platforms  iPhone  Android  Facebook  Spotify B2B will follow  Be the change!
  • 18. Assignment Editorial calendar Lay out one week of content  Use variety of tools  Integrated storyline Four slide preso:  Slide 1: Explain goal of editorial calendar  Slide 2, 3: List content by day  Slide 4: What results do you expect?
  • 19. Example Goal: Introduce new executive to customers Day 1: Intro  Q&A blog post  Syndicate blog post on Twitter Day 2: Advertise live Q&A session over Twitter  Tweet date/time of live Q&A  Facebook poll: What questions do you want to ask? Day 3: Twitter Q&A  Audience Tweets questions to #bus94, executive answers Metrics:  Media coverage  10% of questions from Tier 1 customers  Sales follows up with most active on FB/TW for exec meetings
  • 20. Assignment Due April 24 All groups must hand in their preso  Email: ronpiovesan@gmail.com  Post on SlideShare Three groups will be chosen at random to present