The Company is the Content

Lecture 5: It’s All About The Conversation

Today’s agenda Group presentations OSSCube Case Study Lecture

Local Social Social and beyond

Conversation

Summary: Finding the conversation

Community

Who are you

speaking to?

Content

What are you going

to say?

But first… content marketing Storytelling Shared

Histories Emotions Dreams

Wrapping them around your brand

Identifying with your audience

Company is the Content

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”

The Case Study

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 companyFocused on customer success

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 developerGo Social!

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

Goals/Metrics/Tactics/Tools Goals

Create brand Metrics

Surveys Customer satisfaction

Tactics Maximize the brand Use social networks to communicate a brand

image Tools

The verdict

Trying Tactical successes:

Vimeo Authentic Moments of voice

Consistent voice Spread too thin Redundant Update oriented No conversation

RecommendationsFind something to say

Say itEliminate channels

Local: Variations on the theme Walmart approach

Cisco has similar approach

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

Massive reach with direct action

Brand Globally

Sell Locally

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?

What have we learned in the past five weeks?

Goal

• What you want

Metrics

• How you measure

Tactics

• What you do

Tools

• What you use

Relax

The Cluetrain Hit-One-Outta-the-Park Twelve-StepProgram for Internet Business Success

Have a sense of humor

The Cluetrain Hit-One-Outta-the-Park Twelve-StepProgram for Internet Business Success

Find your voice and use it

The Cluetrain Hit-One-Outta-the-Park Twelve-StepProgram for Internet Business Success

Tell the truth

The Cluetrain Hit-One-Outta-the-Park Twelve-StepProgram for Internet Business Success

Don’t panic

The Cluetrain Hit-One-Outta-the-Park Twelve-StepProgram for Internet Business Success

Enjoy yourself

The Cluetrain Hit-One-Outta-the-Park Twelve-StepProgram for Internet Business Success

Be brave

The Cluetrain Hit-One-Outta-the-Park Twelve-StepProgram for Internet Business Success

Be curious

The Cluetrain Hit-One-Outta-the-Park Twelve-StepProgram for Internet Business Success

Play more

The Cluetrain Hit-One-Outta-the-Park Twelve-StepProgram for Internet Business Success

Dream always

The Cluetrain Hit-One-Outta-the-Park Twelve-StepProgram for Internet Business Success

Listen up

The Cluetrain Hit-One-Outta-the-Park Twelve-StepProgram for Internet Business Success

Rap on

The Cluetrain Hit-One-Outta-the-Park Twelve-StepProgram for Internet Business Success

Markets are a Conversation

thank you