The document summarizes a lecture on using social media for marketing. It discusses using a "Four Steps" model for social media campaigns, including setting goals, metrics, tactics, and tools. It provides an example of how Cisco used this model to launch a new networking product. Tactics included making the launch fully digital and demonstrating the product's capabilities. Metrics were vague and goals were not clearly tied to tactics. The tools used, including humorous characters and games, did not strongly connect to the goals. The lecture assigns students to create a four-step social media campaign for launching a new product.

1. The Company is the Content
Lecture 2: Intersection Between Social Media And Marketing

2. Housekeeping
 Request to focus on local social marketing. Of
interest?
 Interest in taking time to look specifically at certain
tools, explain how they operate and how they may
be used?
 Facebook
 Google+
 LinkedIn
 Twitter
 Blogs/podcasts
 Groups
 If you’re in one but want to do an independent
project, let’s talk
 If you’re not in one, and you want to be in one, let’s talk

3. Agenda
 Review thoughts from last week
 Introduce “Four Steps” model to rolling out a social
media campaign
 Model is re-purposed from the textbook
 Discuss Cisco case study
 Apply Four Step model to case study
 Next week’s assignment

4. ….c. 2009
You are
Press
Customers here Analysts
Compan
y
Channel Influencer
Markets truly became a conversation

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

6. How to “do social”
 The following are not social media objectives
 Creating a Google+ circle
 Creating a Facebook page
 Posting a YouTube video
 Doing something and hoping it will go “viral”
 The following are social media objectives
 Collect leads
 Increase media coverage
 Increase brand recognition
Even though tools have changed, basic principles remains the
same
You need to plan, you need to measure

7. 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

8. Four Steps in Action
 Goal
 Improve customer service
 Metrics
 Time-to-answer
 Customer sat surveys
 Decrease load on call centers
 Tactics
 Proactively address concerns
 Open new channels of communication
 Tool

9. Four Steps in Action
 Goal
 Increase sales
 Metrics
 Increased inbound calls
 More targeted outbound call
 Focus on High-Performance Computing
 Tactics
 Increase DDN’s presence in the maket
 Position DDN as a “trusted advisor” not just a hardware
supplier
 Tool

10. Four Steps in Action
 Goal
 Target communications
 Metrics
 Increase awareness of certain messages to key groupd
 Surveys
 Impressions
 Tactics
 Segment and identify key audiences
 Target messages ONLY at those audiences
 Tool

11. Applying to Cisco
Summary:
 Cisco is a massive company that sells networking
geat
 68,000 employees
 $40 billion in revenue
 Launching a new product ASR 1000
 An “edge router” that carries network traffic to an end-
point (computer, phone, video conference)
 Sold to large corporations, telecom companies
 Benefits
 More efficient in routing network traffic
 Eliminates the need to buy a lot of other network
equipment-> saves money

12. Goals
 Successfully launch a new product
 Tie in the ASR 1000 with the increasing trend to
access digital content
 2008: huge rise in digital content being created and
consumed
 Be cool

13. Metrics
 Seems abstract
 “Buzz”…”cool”
Where is this going?

14. Tactics
 100% digital release
 Make entire launch event virtual
 Demonstrate the digital power of the ASR 1000
Did this work?

15. Does this work?

16. Tools

17. All over the place
 Humorous
 Try to get funny characters to explain
network traffic
 Sci-Fi game, not tied to main theme
 Community gathering

18. Conclusion
 Resonated
 Drew interest
 Attracted users and interest
 Not as successful

19. TCO Environmental Impact
Strong cost-saving and green message
Didn’t integrate with “stork” and “cupid” messaging

20. Assignment
 Launch a product
 Clearly lay out your four steps
 Goal
 Metrics
 Tactics
 Tool(s)
 Four slide preso:
 Slide 1: Explain product competitive differentiator
 Slide 2: Explain your Goals, Metrics, Tactics
 Slide 3: Choose your Tool, explain how it ties back to
your Goals, Metrics, Tactics
 Slide 4: Why is this Tool the best for this campaign?

21. Assignment Due April 17
 All groups must hand in their preso
 Email: ronpiovesan@gmail.com
 Post on SlideShare
 Three groups will be chosen at random to present