THE COMPANY IS THE CONTENT LECTURE 4: STRATEGY
May 15, 2015
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: [email protected]• Post on SlideShare
People will be chosen at random to present on May 6