THE COMPANY IS THE CONTENTLECTURE 1: CORE THEMES

INTRO• Third year “Company is the Content”

• Business Development, Hearsay Social

• +15 years in social media, marketing, communications

• Mozilla• Cisco• Applied Communications

Introduce concepts around social networksPractical approach to B2B social sales and marketingMain Argument: B2B must engage in conversations

COURSE OUTLINEMarch 31- Core Themes

• Speaker: Clara Shih, Hearsay Social• Lecture

April 7- Goal, Listening• Speaker: Jason Suen, Hearsay Social• Case Discussion: HubSpot: Inbound Marketing and Web 2.0 • Lecture

April 14- Voices• Case Discussion: EMC2: Delivering Customer Centricity• Lecture

April 21- Tactics, Metrics• Speaker: John Earnhardt, Cisco• Case Study: OSSCube: Leveraging Social Media • Lecture

April 28- It’s All About The Conversation• Class Presentations• Lecture

GUEST SPEAKER: CLARA SHIHCEO, Hearsay SocialAuthor, The Facebook EraCreated first Facebook business appBoard, Starbucks

WHAT DOES SOCIAL MEAN TO YOU?

You arewasting

yourtime

WASTE OF TIME?

CLASSIC MARKETING C. UP TO 2003

Marketing programs

PRPress

Analysts

Channel Program

Company

Channel

CustomersMarket

Information

One way flow of information-> No Conversation

GETS COMPLICATED C. 2003-2009

Marketing programs

PRPress

Analysts

Channel ProgramsCompany Channel

Customers

MarketInformation

Strategy of controlling info remained, new tactics

Web/SEOSearch

Email Opt-in

OUT OF CONTROL C. 2009 Press

Analysts

Company

Channel

Customers

Markets truly became a conversation

Influencer

Conversation Conversation

ConversationConversation

WHAT HAPPENED?

Tools of conversation become ubiquitous

PRACTICE CATCHING UP TO THEORYCluetrain Manifesto: 1999

A 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.

THE 95 THESES2- Markets consist of human beings, not demographic sectors.

6 - The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

12 - There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.

16 -Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone.

28 - Most marketing programs are based on the fear that the market might see what's really going on inside the company.

40 - Companies that do not belong to a community of discourse will die.

75 - If you want us to talk to you, tell us something. Make it something interesting for a change.

FRAMEWORK

MeasureHow will you measure success?

VoicesHow do you want to speak?

ListenWhat is the market saying?

GoalWhat do you want to accomplish?

WORKSHEET

Informer Seller Worker “One-liner guy”

Brand awareness

Influence the market

Lead gen

Customer support

Goa

l

Voices

TacticsMetrics

BRAND: INTEL

INFLUENCE THE MARKET: CISCO

LEAD GEN: HUBSPOT

CUSTOMER SUPPORT: DELL

EXPECTATIONSEveryone:

• Participate in class discussionsExpecting Credit:

• Submit answers to case studiesExpecting a Grade:

• Submit project April 23• Be prepared to present April 28

ASSIGNMENT: SOCIAL MEDIA PRODUCT LAUNCHFive slide preso:

• Slide 1: Explain company, product, competitive differentiator

• Slide 2, 3: Social media campaign for a product launch. Strategy for getting into the conversation:

• Before product launch• Launch date• After product launch

• Slide 5: What social tool will you use? Why?• Slide 5: Inspiration: How did you come up with this

idea? What company did you use for inspiration?Must be B2B

ASSIGNMENT DUE APRIL 23All requesting a grade must hand in their preso

• Email: ronpiovesan@gmail.com• Post on SlideShare

People will be chosen at random to present

NEXT WEEKAll: • Case Study: HubSpot• The B2B Social Media Book, Chapter 15Credit; Grade Students: • Answer the attached questions and submit before class

via email ronpiovesan@gmail.com• Answers can be in short paragraphs or bullet points. • One page is sufficient

HUBSPOT QUESTIONSDefine inbound marketing. Contrast with outbound marketing

List and describe the three skills (according to HubSpot) to maximize inbound marketing.

Why do you think inbound marketing is less expensive than outbound marketing?

Why do B2B companies derive greater value from inbound marketing (and HubSpot’s offering) than B2C?

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