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THE COMPANY IS THE CONTENTLECTURE 1: CORE THEMES
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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
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SOCIAL MEDIA CLASS: CAN WE SHARE?• Yes!
• Blog, Tweet, Like, +1, Pin• Text, images, audio, video
• Respect each other• Guest speakers: With their permission
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EXPECTATIONSEveryone:
• Participate in class discussionsExpecting Credit:
• Submit answers to case studiesExpecting a Grade:
• Submit project May 3• Be prepared to present May 6
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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
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WHAT DOES SOCIAL MEAN TO YOU?
You arewasting
yourtime
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WASTE OF TIME?
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CLASSIC MARKETING C. UP TO 2003
Marketing programs
PRPress
Analysts
Channel Program
Company
Channel
CustomersMarket
Information
One way flow of information-> No Conversation
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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
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OUT OF CONTROL C. 2009 Press
Analysts
Company
Channel
Customers
Markets truly became a conversation
Influencer
Conversation Conversation
ConversationConversation
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WHAT HAPPENED?
Tools of conversation become ubiquitous
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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.
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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.
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BECOMING STORYTELLERS
Identify your audienceShare
• Histories• Emotions• Dreams
Say something… converse
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TOOLS FOR STORYTELLING
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WHY IMPLEMENT?Learn about market surroundingsBuild new customer relationshipsSupport existing customersLead in your market
Don’t “Go Social”
Modified from Gillin Schwartzman, Chapter 2
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SOCIAL FRAMEWORK
Conversation
Talk Listen
Strategy
Goals, Metrics
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CISCO: INFORMING
Conversation: Talking about the industryStrategy: Level of engagement with content
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METASWITCH: COLLECTING
Conversation: Talking about the industryStrategy: Level of engagement with content
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INTEL: GOOFING OFF
Conversation: Fun topics around technologyStrategy: Create a community around Intel
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DELL: GETTING TO WORK
Conversation: Community of users helping each otherStrategy: Offset costs, have users sell for you
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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
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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