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Lecture 1 (April 3, 2012) for BUS 94- The Company Is the Content: Marketing in a Social World
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The Company is the Content
Lecture 1: Social Definitions and Tools
Intro and class goals Business Development, Mozilla +10 years in Corporate Communications
DDN, Cisco, Applied Communications
Connect: Twitter: @ronpiovesan Blog: ronpiovesan.wordpress.com LinkedIn: http://www.linkedin.com/in/ronpiovesan Slideshare: http://www.slideshare.net/ronpiovesan Facebook:
http://www.facebook.com/CompanyIsTheContentIntroduce concepts around social networks, why they
are relevantPractical approach to marketing and communicationsMain Argument: B2B Must Engage in Conversations
Course outline April 3- Social Definitions And Tools
Lecture April 10- Intersection Between Social Media And Marketing
Speaker: Larry Yu, Facebook Class Presentations Case Discussion: Cisco Systems: Launching the ASR 1000 Series Router Using
Social Media Marketing Lecture
April 17- Creating The Social Brand Speaker: John Earnhardt, Cisco Class Presentations Lecture
April 24- Goals and Metrics Speaker: Tim Marklein, WCG Group Class Presentations Lecture
May 1 Class 5- It’s All About The Customer Class Presentations Case Study: OSSCube: Leveraging Social Media
Expectations Everyone:
Contribute to group presentations Participate in class discussions
Expecting a grade: Complete case study questions
April 10: Cisco case study May 1: OSSCube case study
Social media class: can we share? Yes!
Blog Like/Facebook Tweet Video Images
Only me or if you have someone’s express permission
Respect each other Respect copyrights Guest speakers: Only with their permission
Agenda: Social definitions and tools
Evolution of marketing
Rise of social media
Concept of a conversation
Deconstruct the conversation
See social medial in practice
Discuss class presentations
OMG…… LOL!!!!
You
are
wastingyour
time
Waste of time?
Classic marketing c. up to 2003
Marketing programs
PRPress
Analysts
Channel Programs
Company
Channel
Customers
MarketInformation
Company tried to control the flow of information to its ecosystem
Gets complicated c. 2003-2009
Marketing programs
PRPress
Analysts
Channel Programs
Company Channel
Customers
MarketInformation
Strategy of controlling info remained, new tactics
Web/SEO Search
Email Opt-in
Things got out of control c. 2009Press
Analysts
Company
Channel
Customers
Markets truly became a conversation
Influencer
Conversation Conversa
ti
on
Conversati
on
Conversation
1999: Cluetrain ManifestoA powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.
These markets are conversations.
Deconstructing the 95 theses2- Markets consist of human beings, not demographic sectors.
True in B2B, your customer is still a human28 - Most marketing programs are based on the fear that the market might see what's really going on inside the company.
What did Kodak say about digital? 83 - We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal.
One influencer can impact your business more than any media outlet
What made Cluetrain Manifesto real?
Serious numbers
Who is Social? What social accounts do you maintain? Why do you do it? Work or fun?
What is the underlying concept that makes an activity “social”?
Social activities
Community
Listen Engage
Content
Share
Community: Listen Understand how your company, your brand is
viewed What are the discussion? What is being said about your company that
impacts you? How can you react? In the conversation: this is listening
Dell: Un-fragmenting
Twitter stream to listen to SMB customers Notoriously fragmented market; hard to reach Why Twitter?
Mansa: Presenting to the world
• Website has standard corporate info on offering
Collecting the leads
SlideShare links embedded Walk customers through offerings on the website Used to collect leads
Content: Share Providing information not just on your product,
but on the market Get customer talking about the forces that
shape your industry Position your company as an expert… not just
in its own business but in the market Sharing is about demonstrating an awareness
of your business surroundings
Talking to customer’s customer
Contests, updates, links Engaging B2B2C strategy-> Intel sells to businesses,
but they engage consumers about anything tech related
Why Facebook?
Carrier Evolution: MetaSwitch news
News site that is automatically and human curated
Destination for carrier news Not obviously associated with MetaSwitch
Cisco Video
Lighter side of Cisco Communicate complex technologies in a simple
way Why YouTube?
Conversation
Finding the conversation
Community
Who are you
speaking to?
Content
What are you going
to say?
Groups Enterprise Software Enterprise Hardware Telecoms BioTech/Pharma IT services Professional Services (lawyers, accountants,
etc) Other
Assignment
Launch a company Get people interested in
Who you are What you sell Your position in the market
Four slide preso: Slide 1: Name of company, product, competitive
differentiator Slide 2: What is the campaign: what are you doing;
why will it make a difference Slide 3: What social tool will you use? Why? Slide 4: Inspiration: How did you come up with this
idea? What company did you use for inspiration? Must be B2B (or B2B2C)-> No B2C
Assignment Due April 10 All groups must hand in their preso
Email: ronpiovesan@gmail.com Post on SlideShare
Three groups will be chosen at random to present
Those seeking a grade: Submit questions for Cisco case study
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