tools v04 16-12
DESCRIPTION
Lecture 3 BUS 94TRANSCRIPT
The Company is the Content
Lecture 3: Creating a Social Brand
Housekeeping Assignments
Grade: Cisco case study, Group presentations Credit: Group presentations
Groups If you don’t have one, please email [email protected]
Agenda Review thoughts from previous weeks Next week’s assignment
Conversation
Summary: Finding the conversation
Community
Who are you
speaking to?
Content
What are you going
to say?
Play with the websites at the end
Goal
• What you want
Metrics
• How you measure
Tactics
• What you do
Tools
• What you use
Resist temptation to “go social”Understand the entire process first
Gillin, Schwartzman’s “Four Step Process”
Play with the websites at the end
Goal
• What you want
Metrics
• How you measure
Tactics
• What you do
Tools
• What you use
Resist temptation to “go social”Understand the entire process first
Gillin, Schwartzman’s “Four Step Process”
Play with the websites at the end
Goal
• What you want
Metrics
• How you measure
Tactics
• What you do
Tools
• What you use
Resist temptation to “go social”Understand the entire process first
Gillin, Schwartzman’s “Four Step Process”
Next week:Tim Marklein
Today
Play with the websites at the end
Goal
• What you want
Metrics
• How you measure
Tactics
• What you do
Tools
• What you use
Resist temptation to “go social”Understand the entire process first
Gillin, Schwartzman’s “Four Step Process”
But first… content marketing Storytelling Shared
Histories Emotions Dreams
Wrapping them around your brand
Identifying with your audience
Company is the Content
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 Aiming for $100B valuation
½ Google ½ Walmart 2x Coke 3x General Motors
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)
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
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
Blogs Blog-> self publishing platforms
156M blogs Blogger/Worpress more traditional CMS
Content Management Systems Tumblr: cross between a blog and Twitter
45M Tumblrs
Model: Hub and spoke content syndication
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!
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?
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
Assignment Due April 24 All groups must hand in their preso
Email: [email protected] Post on SlideShare
Three groups will be chosen at random to present