lecture 1 core themes 03-31-14
DESCRIPTION
Lecture 1: Company is the Content. March 31, 2014TRANSCRIPT
THE COMPANY IS THE CONTENTLECTURE 1: CORE THEMES
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 networksPractical approach to B2B social sales and marketingMain Argument: B2B must engage in conversations
COURSE OUTLINEMarch 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
GUEST SPEAKER: CLARA SHIHCEO, Hearsay SocialAuthor, The Facebook EraCreated first Facebook business appBoard, Starbucks
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.
FRAMEWORK
MeasureHow will you measure success?
VoicesHow do you want to speak?
ListenWhat is the market saying?
GoalWhat do you want to accomplish?
WORKSHEET
Informer Seller Worker “One-liner guy”
Brand awareness
Influence the market
Lead gen
Customer support
Goa
l
Voices
TacticsMetrics
BRAND: INTEL
INFLUENCE THE MARKET: CISCO
LEAD GEN: HUBSPOT
CUSTOMER SUPPORT: DELL
EXPECTATIONSEveryone:
• Participate in class discussionsExpecting Credit:
• Submit answers to case studiesExpecting a Grade:
• Submit project April 23• Be prepared to present April 28
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 APRIL 23All requesting a grade must hand in their preso
• Email: [email protected]• Post on SlideShare
People will be chosen at random to present
NEXT WEEKAll: • Case Study: HubSpot• The B2B Social Media Book, Chapter 15Credit; Grade Students: • Answer the attached questions and submit before class
via email [email protected]• Answers can be in short paragraphs or bullet points. • One page is sufficient
HUBSPOT QUESTIONSDefine 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?
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