THE COMPANY IS THE CONTENT

LECTURE 4: STRATEGY

SOCIAL FRAMEWORK

Conversation

Talk Listen

Strategy

Goals, Metrics

SOCIAL FRAMEWORK

Conversation

What are you going to say?

What else is being said?

SOCIAL FRAMEWORK

Strategy

Goals, Metrics

SOCIAL FRAMEWORK

Strategy

Why?

FRAMEWORK

Set Goals

Decide Metrics

Deploy Tools

Measure

ASIDE: LISTENING V TALKING

Set Goals

Decide Metrics

Deploy Tools

Measure

Listening

Talking

Listening

Listening

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

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

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

STRATEGY FUNNEL

General Conversation

Specific Conversations

FUNNEL IN ACTION

General Conversations

Specific Conversations

Goal: Branding

Metric: Brand research

Teaser about issues

Goal: Lead Gen

General explanation

Explanation Metric: email

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

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

RECOMMENDATION

Set Goals

Decide Metrics

Deploy Tools

MeasureKnow your businessGet finance to help with ROI

The Case Study

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 companyFocused on customer success

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!

CONTENT AND TOOLS

Goals

• Drive SEO

Content

• Anything anywhere

Tactics

• Maximize traffic on website• Use social networks to push traffic, SEO to website

Tools

GOALS/METRICS/TACTICS/TOOLS

Goals

• Create brand

Metrics

• Surveys• Customer satisfaction

Tactics

• Maximize the brand• Use social networks to communicate a brand image

Tools

THE VERDICT

Trying

Authentic

Moments of voice

Consistent voice

Spread too thin

Redundant

Update oriented

No conversation

RecommendationsFind something to say, say it

Eliminate channels

NEXT WEEK• Summarize Tie it all together

• Anything you want to go over?

• Class presentation

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 MAY 3

All requesting a grade must hand in their preso

• Email: ronpiovesan@gmail.com• Post on SlideShare

People will be chosen at random to present on May 6