THE COMPANY IS THE CONTENT

LECTURE 5:

IT’S ALL ABOUT THE CONVERSATION

AGENDA• Class presentation

• OSSCube

• Conversations: Non-tech examples

• Where is it all going?

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!

SEO STRATEGY

Goals

• Drive SEO

Content

• Anything anywhere

Tactics

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

Tools

BRAND STRATEGY

Goals

• Create brand

Metrics

• Surveys• Customer satisfaction

Tactics

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

Tools

THE VERDICT

Redundant

Kill YouTube

RecommendationsFind something to say, say it

Eliminate channels

Greatly improved

Consistent voice

Updated

Conversational

SUMMARY

(NON-TECH…. TRIED TO FIND SMB)

You Your Customer

Your customer’s customer

#10: PARTICIPATION IN A NETWORKED MARKET CHANGES PEOPLE FUNDAMENTALLY.

B2B2C-> Talk to your customer’s customer

Get them…

…to recommend you

#74: WE ARE IMMUNE TO ADVERTISING. JUST FORGET IT• We are NOT immune to CONTESTS

#3: CONVERSATIONS AMONG HUMAN BEINGS SOUND HUMAN. THEY ARE CONDUCTED IN A HUMAN VOICE.

#16: COMPANIES THAT SPEAK IN THE LANGUAGE OF THE PITCH, ARE NO LONGER SPEAKING TO ANYONE.

• Be practical

#75: IF YOU WANT US TO TALK TO YOU, TELL US SOMETHING. MAKE IT SOMETHING INTERESTING FOR A CHANGE.

WHERE IS IT ALL GOING?

1)

2)

3)

4)

5)

WHERE IS IT ALL GOING?

1) Mobile….

2)

3)

4)

WHERE IS IT ALL GOING?

1)

2) Data…

3)

4)

WHERE IS IT ALL GOING?

1)

2)

3) Paid…

4)

WHERE IS IT ALL GOING?

1)

2)

3)

4) I have no idea….

SET YOUR GOALS

LISTEN

FIND YOUR VOICE

MEASURE YOUR IMPACT

MARKETS ARE A CONVERSATION

THANK YOU