The document discusses how companies should focus on having conversations rather than just pushing out content. It provides an example of how OSSCube, a software consulting company, initially focused on tactics like increasing traffic and SEO but failed to build a brand or community. They were advised to find something meaningful to say and say it consistently across fewer channels to start a real conversation. The document emphasizes that companies should listen to their audience and markets are essentially conversations.

1. The Company is the Content
Lecture 5: It’s All About The Conversation

2. Today’s agenda
 Group presentations
 OSSCube Case Study
 Lecture
 Local Social
 Social and beyond

3. Summary: Finding the conversation
Community Content
What are
Who are you
you going to
speaking to?
say?
Conversation

4. But first… content marketing
 Storytelling
 Shared
 Histories
 Emotions
 Dreams
 Wrapping them around
your brand
 Identifying with your
audience
 Company is the Content

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. The Case Study

7. OSSCube
 History
 Founded in 2006
 Based in North Carolina, offices in India
 Develop using open source software
 Consulting, Education
 Developed various IT solutions for
 Education
 Government
 Healthcare
 IT
Successful, technically minded company
Focused on customer success

8. Marketing epiphany
 Problem:
 Company branding wasn’t keeping up with the business
 Focus moving from training to consulting/development
 Change direction of company
 Focus on SEO, by more relevant in consulting searches
 Streamline lead generation and qualification process
 Build a community of developer
Go Social!

9. Goals/Metrics/Tactics/Tools
 Goals
 Drive SEO
 Metrics
 Increase leads
 Increased PageRank
 Tactics
 Maximize traffic on website
 Use social networks to push traffic, SEO to website
 Tools

10. Goals/Metrics/Tactics/Tools
 Goals
 Create brand
 Metrics
 Surveys
 Customer satisfaction
 Tactics
 Maximize the brand
 Use social networks to communicate a brand image
 Tools

11. The verdict
 Trying  Consistent voice
 Tactical successes:  Spread too thin
Vimeo  Redundant
 Authentic  Update oriented
 Moments of voice  No conversation
Recommendations
Find something to say
Say it
Eliminate channels

12. Local: Variations on the theme
 Walmart approach
 Cisco has similar approach

13. Local: Social deals economy
 Focus on reviews, lead-generation, sales
 Maintain a profile- Yelp
 Offer promotion- Groupon
 Consumer focused on “check ins”
 Customers check in to an event
 Keep track of customers’ check-ins

14. Massive reach with direct action
Brand Globally
Sell Locally

15. What’s happened in the last five weeks?
 Facebook
 +4M users in Brazil
 +1M users in US
 Increased its penetration by 115% on Faroe Islands
 Twitter
 16M new accounts
 Pinterest
 Leveling off?

16. What have we learned in the past five
weeks?
Goal Metrics Tactics Tools
• What • How you • What • What
you measure you do you use
want

17. Relax
The Cluetrain Hit-One-Outta-the-Park Twelve-Step
Program for Internet Business Success

18. Have a sense of
humor
The Cluetrain Hit-One-Outta-the-Park Twelve-Step
Program for Internet Business Success

19. Find your voice and use
it
The Cluetrain Hit-One-Outta-the-Park Twelve-Step
Program for Internet Business Success

20. Tell the truth
The Cluetrain Hit-One-Outta-the-Park Twelve-Step
Program for Internet Business Success

21. Don’t panic
The Cluetrain Hit-One-Outta-the-Park Twelve-Step
Program for Internet Business Success

22. Enjoy yourself
The Cluetrain Hit-One-Outta-the-Park Twelve-Step
Program for Internet Business Success

23. Be brave
The Cluetrain Hit-One-Outta-the-Park Twelve-Step
Program for Internet Business Success

24. Be curious
The Cluetrain Hit-One-Outta-the-Park Twelve-Step
Program for Internet Business Success

25. Play more
The Cluetrain Hit-One-Outta-the-Park Twelve-Step
Program for Internet Business Success

26. Dream always
The Cluetrain Hit-One-Outta-the-Park Twelve-Step
Program for Internet Business Success

27. Listen up
The Cluetrain Hit-One-Outta-the-Park Twelve-Step
Program for Internet Business Success

28. Rap on
The Cluetrain Hit-One-Outta-the-Park Twelve-Step
Program for Internet Business Success

29. Markets are a
Conversation

30. thank you