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The Company is the Content      Lecture 3: Creating a Social Brand
Housekeeping   Assignments       Grade: Cisco case study, Group presentations       Credit: Group presentations   Grou...
Agenda   Review thoughts from previous weeks   Next week’s assignment
Summary: Finding the conversation       Community       Content                      What are      Who are you            ...
Play with the websites at the endGoal        Metrics             Tactics               Tools  • What       • How you      ...
Play with the websites at the endGoal        Metrics             Tactics               Tools  • What       • How you      ...
Play with the websites at the endGoal        Metrics             Tactics               Tools  • What       • How you      ...
Play with the websites at the endGoal        Metrics             Tactics               Tools  • What       • How you      ...
But first… content marketing   Storytelling   Shared       Histories       Emotions       Dreams   Wrapping them aro...
The tools   Facebook   Twitter   Google+   LinkedIn   Blogs   How they all fit together
   Claim ~900M active monthly users   100 billion connections   85% of is $3.7B revenues came from advertising   Aimin...
   Only allows 140 character   Definition: a short burst of inconsequential    information,’ chirps from birds’   Claim...
   Google’s social network   Google’s fourth attempt at social       Buzz       Friend Connect       Orkut   Claims ...
   De facto business networking tool   150M members, $522M revenues (2011)   Used extensively by recruiters, job hunter...
Blogs   Blog-> self publishing platforms       156M blogs   Blogger/Worpress more traditional CMS       Content Manage...
Model: Hub and spoke content syndication
Apps: the next frontier   Mobile is taking over the    world   Content marketing    targeting the consumer   Betting on...
Assignment   Editorial calendar   Lay out one week of content       Use variety of tools       Integrated storyline  ...
Example   Goal: Introduce new executive to customers   Day 1: Intro       Q&A blog post       Syndicate blog post on T...
Assignment Due April 24   All groups must hand in their preso       Email: ronpiovesan@gmail.com       Post on SlideSha...
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Tools v04 16-12

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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 of "Tools v04 16-12"

    1. 1. The Company is the Content Lecture 3: Creating a Social Brand
    2. 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. 3. Agenda Review thoughts from previous weeks Next week’s assignment
    4. 4. Summary: Finding the conversation Community Content What are Who are you you going to speaking to? say? Conversation
    5. 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. 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. 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. 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. 9. But first… content marketing Storytelling Shared  Histories  Emotions  Dreams Wrapping them around your brand Identifying with your audience Company is the Content
    10. 10. The tools Facebook Twitter Google+ LinkedIn Blogs How they all fit together
    11. 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. 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. 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. 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. 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. 16. Model: Hub and spoke content syndication
    17. 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. 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. 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. 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
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