Lecture 3 BUS 94

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 end
Goal 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 end
Goal 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 end
Goal 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 end
Goal 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