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Lecture 4 strategy
- 1. THE COMPANY IS THE CONTENT LECTURE 4: STRATEGY
- 3. SOCIAL FRAMEWORK Conversation What are you going to say? What else is being said?
- 7. ASIDE: LISTENING V TALKING Set Goals Decide Metrics Deploy Tools Measure Listening Talking Listening Listening
- 8. STRATEGY GOALS • Sales leads • Influence the market • Customer feedback • Branding • Customer support METRICS • # of emails • Sharing, engagement • Direct/indirect replies • Brand studies • Increased responses TOOLS
- 9. TOOLS Pro Con • Huge audience • Easy to target new users • Listening • Lightweight • Fight for timeline space • EdgeRank • Syndicating content • Listening • Send out links, messages • Brief • Hard to communicate a complex idea • SEO • Low audience • Difficult to use
- 10. TOOLS Pro Con • Listening • Focused • Connect with similar interests • Too niche • Spammy • Easy to share videos • Hard to build a community • You control content, experience • Have deeper discussion • Hard to attract a community • Requires a lot of work
- 12. FUNNEL IN ACTION General Conversations Specific Conversations Goal: Branding Metric: Brand research Teaser about issues Goal: Lead Gen General explanation Explanation Metric: email
- 13. CALCULATING BEST OPTION- BRANDING TRADITIONAL Costs • Advertising • PR agency • Sponsorships Metric • Branding score SOCIAL Costs • Content generation • FB/G+ monitoring Metric • Branding score What is the cost of each, to get to the same result
- 14. CALCULATING ROI- LEAD GEN TRADITIONAL Total Costs • Inside sales • Marketing collateral Metric • Expected leads • Expected revenues SOCIAL Total Costs • Content creation • Social media monitoring Metric • Expected leads • Expected revenues
- 15. RECOMMENDATION Set Goals Decide Metrics Deploy Tools MeasureKnow your business Get finance to help with ROI
- 16. The Case Study
- 17. 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 company Focused on customer success
- 18. 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 developer Go Social!
- 19. CONTENT AND TOOLS Goals • Drive SEO Content • Anything anywhere Tactics • Maximize traffic on website • Use social networks to push traffic, SEO to website Tools
- 20. GOALS/METRICS/TACT ICS/TOOLS Goals • Create brand Metrics • Surveys • Customer satisfaction Tactics • Maximize the brand • Use social networks to communicate a brand image Tools
- 21. THE VERDICT Trying Authentic Moments of voice Consistent voice Spread too thin Redundant Update oriented No conversation Recommendations Find something to say, say it Eliminate channels
- 22. NEXT WEEK • Summarize Tie it all together • Anything you want to go over? • Class presentation
- 23. ASSIGNMENT: SOCIAL MEDIA PRODUCT LAUNCH Five 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
- 24. 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 on May 6
Editor's Notes
- #7: Goals tend to be increased web traffic, engagementNeed to think carefully at outset, what the goal are and how you’re going to measure them
- #8: Helpful to think about campaignsWhat specifically you want to say?
- #9: Sales leads- Appcelerator https://www.facebook.com/appceleratorBranding - http://www.appcelerator.com/developers/450k/Banding/sales - http://pinterest.com/appcelerator/app-showcase/Influence the market – IBM SmartPlanet - http://www.ibm.com/smarterplanet/us/en/?re=CS1 (Graham Kittle)Thought leader - http://newsroom.cisco.com/press-release-content?type=webcontent&articleId=1147026Thought leadershiip - Facebook - https://www.facebook.com/IdeaPaintCustomerfeedback - https://www.facebook.com/peopleforasmarterplanetCustomer engagement – Twitter - http://www.oracle.com/us/social-media/twitter/index.htmlOracleblogs - https://twitter.com/OracleBlogs
- #11: Facebook - https://www.facebook.com/IdeaPaintTwitter - http://www.oracle.com/us/social-media/twitter/index.htmlOracleblogs - https://twitter.com/OracleBlogsGoogle+ - IntelLinkedIn - http://www.linkedin.com/groups?gid=1646497&trk=myg_ugrp_ovrYouTube – Blogs - https://blog.mozilla.org/apps/
- #14: Generally ROI is expressed as a percentageIN this instance, you’re looking
- #15: Goals tend to be increased web traffic, engagementNeed to think carefully at outset, what the goal are and how you’re going to measure them
- #16: Goals tend to be increased web traffic, engagementNeed to think carefully at outset, what the goal are and how you’re going to measure them
- #20: What really went wrongWhere’s the conversation? What the message?
- #21: Did they learn?Blog: http://www.osscube.com/blogTwitter: https://twitter.com/#!/osscubeFacebook: https://www.facebook.com/OSSCubeG+:https://plus.google.com/u/0/100796486439557640687/postsYouTube: LinkedIN: http://www.linkedin.com/company/osscubeYouTube: http://www.youtube.com/user/osscubeVimeo: http://vimeo.com/osscube
- #22: Advice?