Date post: | 19-Oct-2014 |
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Business |
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THE COMPANY IS THE CONTENTLECTURE 1: CORE THEMES
INTRO• Business Development, Mozilla
• +10 years in Corporate Communications
• DataDirect Networks, Cisco, Applied Communications
Connect:
• Twitter: @ronpiovesan• Blog: www.ronpiovesan.com• LinkedIn: http://www.linkedin.com/in/ronpiovesan• Slideshare: http://www.slideshare.net/ronpiovesan• Facebook: http://www.facebook.com/CompanyIsTheContent
Introduce concepts around social networksPractical approach to B2B marketing and communications
Main Argument: B2B must engage in conversations
SOCIAL MEDIA CLASS: CAN WE SHARE?• Yes!
• Blog, Tweet, Like, +1, Pin• Text, images, audio, video
• Respect each other• Guest speakers: With their permission
EXPECTATIONSEveryone:
• Participate in class discussionsExpecting Credit:
• Submit answers to case studiesExpecting a Grade:
• Submit project May 3• Be prepared to present May 6
COURSE OUTLINEApril 8- Core Themes
• Lecture• Speaker: Dave Oldham, NUVI
April 15- Storytelling• Speaker: John Earnhardt, Cisco• Case Discussion: HubSpot: Inbound Marketing and Web 2.0 • Lecture
April 22- Listening• Case Discussion: EMC2: Delivering Customer Centricity• Lecture
April 29- Goals and Metrics• Case Study: OSSCube: Leveraging Social Media • Lecture
May 6- It’s All About The Conversation• Speaker: Burghardt Tenderich (BT), Annenberg School of Communication• Lecture
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.
BECOMING STORYTELLERS
Identify your audienceShare
• Histories• Emotions• Dreams
Say something… converse
TOOLS FOR STORYTELLING
WHY IMPLEMENT?Learn about market surroundingsBuild new customer relationshipsSupport existing customersLead in your market
Don’t “Go Social”
Modified from Gillin Schwartzman, Chapter 2
SOCIAL FRAMEWORK
Conversation
Talk Listen
Strategy
Goals, Metrics
CISCO: INFORMING
Conversation: Talking about the industryStrategy: Level of engagement with content
METASWITCH: COLLECTING
Conversation: Talking about the industryStrategy: Level of engagement with content
INTEL: GOOFING OFF
Conversation: Fun topics around technologyStrategy: Create a community around Intel
DELL: GETTING TO WORK
Conversation: Community of users helping each otherStrategy: Offset costs, have users sell for you
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 MAY 3
All requesting a grade must hand in their preso• Email: [email protected]• Post on SlideShare
People will be chosen at random to present