2. 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 networks
Practical approach to B2B social sales and marketing
Main Argument: B2B must engage in conversations
3. COURSE OUTLINE
March 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
4. GUEST SPEAKER: CLARA SHIH
CEO, Hearsay Social
Author, The Facebook
Era
Created first Facebook
business app
Board, Starbucks
7. CLASSIC MARKETING
C. UP TO 2003
Marketing
programs
PR
Press
Analysts
Channel
Program
Company
Channel
Customers
Market
Information
One way flow of information-> No Conversation
11. PRACTICE CATCHING
UP TO THEORY
Cluetrain 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.
12. THE 95 THESES
2- 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.
13. FRAMEWORK
Measure
How will you measure success?
Voices
How do you want to speak?
Listen
What is the market saying?
Goal
What do you want to accomplish?
14. WORKSHEET
Informer Seller Worker “One-liner
guy”
Brand
awareness
Influence
the market
Lead gen
Customer
support
Goal
Voices
Tactics
Metrics
19. EXPECTATIONS
Everyone:
• Participate in class discussions
Expecting Credit:
• Submit answers to case studies
Expecting a Grade:
• Submit project April 23
• Be prepared to present April 28
20. 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
21. ASSIGNMENT DUE
APRIL 23
All requesting a grade must hand in their preso
• Email: ronpiovesan@gmail.com
• Post on SlideShare
People will be chosen at random to present
22. NEXT WEEK
All:
• Case Study: HubSpot
• The B2B Social Media Book, Chapter 15
Credit; 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
23. HUBSPOT QUESTIONS
Define 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?
Why are you here?We’re talking about internet tools so people can share cat videos and Lady Gaga rumorsFacebook-> started by a guy in a dormroomTwitter-> a profound thought in 140 charactersSlideShare-> right, we don’t get enough powerpointYoutube: http://www.youtube.com/watch?v=jNQXAC9IVRwQualman - https://www.youtube.com/watch?v=lFZ0z5Fm-Ng
https://www.youtube.com/watch?v=lFZ0z5Fm-Ng
System used to be striaghtforwardInfo comes into a companyCompany targets info outside
Strategy remained the same-> newer tools meant newer tacticsGoogle became popular-> value of search was understoodLots of email tools, CRM toolsBut overall the picture was consistent-> get market info and communicate it to the market in a controlled and predictable manner
Rise of new category of ecosystem partner-> the influencerThe person who seems to be in the know, who people just listen to
Social tools
Mark Zuckerberg 15 yrs oldGoogle- 1 year oldApple stock $8 -> over $450 once peaked over $700
So what happened?How did things evolve from the classic strucutre up to 2003 until everything came apart in 2009How did the 95 Thesis of the Cluetrain Manifesto go from a piece of “gonzo marketing” to common practice.
