1. The Company is the Content
Lecture 3: Creating a Social Brand
2. Housekeeping
Assignments
Grade: Cisco case study, Group presentations
Credit: Group presentations
Groups
If you don’t have one, please email
ronpiovesan@gmail.com
3. Agenda
Review thoughts from previous weeks
Next week’s assignment
4. Summary: Finding the conversation
Community Content
What are
Who are you
you going to
speaking to?
say?
Conversation
5. Play with the websites at the end
Goal Metrics Tactics Tools
• What • How you • What • What
you measure you do you use
want
Resist temptation to “go social”
Understand the entire process first
Gillin, Schwartzman’s “Four Step
6. Play with the websites at the end
Goal Metrics Tactics Tools
• What • How you • What • What
you measure you do you use
want
Resist temptation to “go social”
Understand the entire process first
Gillin, Schwartzman’s “Four Step
7. Play with the websites at the end
Goal Metrics Tactics Tools
• What • How you • What • What
you measure you do you use
want
Next week:
Tim Marklein
Resist temptation to “go social”
Understand the entire process first
Gillin, Schwartzman’s “Four Step
8. Play with the websites at the end
Goal Metrics Tactics Tools
• What • How you • What • What
you measure you do you use
want
Today
Resist temptation to “go social”
Understand the entire process first
Gillin, Schwartzman’s “Four Step
9. But first… content marketing
Storytelling
Shared
Histories
Emotions
Dreams
Wrapping them around
your brand
Identifying with your
audience
Company is the Content
10. The tools
Facebook
Twitter
Google+
LinkedIn
Blogs
How they all fit together
11. Claim ~900M active monthly users
100 billion connections
85% of is $3.7B revenues came from advertising
Aiming for $100B valuation
½ Google
½ Walmart
2x Coke
3x General Motors
12. Only allows 140 character
Definition: 'a short burst of inconsequential
information,’ 'chirps from birds’
Claims 140 M users, 340M tweets/day
Est revenues: $190M
Appeal
Short, easy to manage
Default is open
Appeals to sense of celebrity
@ = person/handle (ie: @ronpiovesan)
# = topic (ie: #bus94)
13. Google’s social network
Google’s fourth attempt at social
Buzz
Friend Connect
Orkut
Claims 170M users (ill-defined)
Many features, feels over-engineered
Circles getting the most popularity
Google, Plus Your World
Marketers: how to meld G+ with SEO
14. De facto business networking tool
150M members, $522M revenues (2011)
Used extensively by recruiters, job hunters
Has groups, hard to determine how effective they
are
Potential to be great ad platform
Can better target profession, title, location
Audience is in a work frame-of-mind on the network
15. Blogs
Blog-> self publishing platforms
156M blogs
Blogger/Worpress more traditional CMS
Content Management Systems
Tumblr: cross between a blog and Twitter
45M Tumblrs
17. Apps: the next frontier
Mobile is taking over the
world
Content marketing
targeting the consumer
Betting on platforms
iPhone
Android
Facebook
Spotify
B2B will follow
Be the change!
18. Assignment
Editorial calendar
Lay out one week of content
Use variety of tools
Integrated storyline
Four slide preso:
Slide 1: Explain goal of editorial calendar
Slide 2, 3: List content by day
Slide 4: What results do you expect?
19. Example
Goal: Introduce new executive to customers
Day 1: Intro
Q&A blog post
Syndicate blog post on Twitter
Day 2: Advertise live Q&A session over Twitter
Tweet date/time of live Q&A
Facebook poll: What questions do you want to ask?
Day 3: Twitter Q&A
Audience Tweets questions to #bus94, executive answers
Metrics:
Media coverage
10% of questions from Tier 1 customers
Sales follows up with most active on FB/TW for exec meetings
20. Assignment Due April 24
All groups must hand in their preso
Email: ronpiovesan@gmail.com
Post on SlideShare
Three groups will be chosen at random to present
Hinweis der Redaktion
Tool has become the goal rather then the means to a goal
Tool has become the goal rather then the means to a goal
Tool has become the goal rather then the means to a goal
Tool has become the goal rather then the means to a goal
Social network: http://www.youtube.com/watch?v=lB95KLmpLR4IBM FB Page: https://www.facebook.com/pages/IBM/168597536563870
State Dept: http://www.youtube.com/watch?v=1XQNDLft6eI&list=PL763343880E4FEDA9&index=3&feature=plpp_videoOracle: http://www.oracle.com/us/social-media/twitter/index.htmlOracle Analytics: https://twitter.com/#!/OracleAnalyticsOracle: https://twitter.com/#!/OracleAnalytics/status/190197044252639233