BUS94 Lecture 4. Looking at tools, analytics and how they all fit together.

1. The Company is the Content
Lecture 4: Goals and Metrics

2. Summary: Finding the conversation
Community Content
What are
Who are you
you going to
speaking to?
say?
Conversation

3. But first… content marketing
 Storytelling
 Shared
 Histories
 Emotions
 Dreams
 Wrapping them around
your brand
 Identifying with your
audience
 Company is the Content

4. Play with the websites at the end
Goal Metrics Tactics Tools
• What • How you • What • What
you measure you do you use
want
Resist temptation to “go social”
Understand the entire process first
Gillin, Schwartzman’s “Four Step

5. The tools
 Google+
 LinkedIn Continued
from last
 Blogs
week
 Apps
 Analytic tools
 How they all fit together

6.  Google’s social network
 Google’s fourth attempt at social
 Buzz
 Friend Connect
 Orkut
 Claims 170M users (ill-defined)
 Many features, feels over-engineered
 Circles getting the most popularity
 Google, Plus Your World
 Marketers: how to meld G+ with SEO

7.  De facto business networking tool
 150M members, $522M revenues (2011)
 Used extensively by recruiters, job hunters
 Has groups, hard to determine how effective they
are
 Potential to be great ad platform
 Can better target profession, title, location
 Audience is in a work frame-of-mind on the network

8. Blogs
 Blog-> self publishing platforms
 156M blogs
 Blogger/Worpress more traditional CMS
 Content Management Systems
 Tumblr: cross between a blog and Twitter
 45M Tumblrs

9. Apps: the next frontier
 Mobile is taking over the
world
 Content marketing
targeting the consumer
 Betting on platforms
 iPhone
 Android
 Facebook
 Spotify
 B2B will follow
 Be the change!

10. Tracking
 Key lesson from Ridley
Scott in 1979
 Not so in cyberspace
 Every click is a scream

11. The screams
 URL shortener
 Bit.ly, TinyURL
 Share Bar
 Add This
 Comment
 DISQUS
Tools aren’t about convenience, about analytics

12. Model: Hub and spoke content syndication

13. Model: Hub and spoke content syndication
Content Content
Platform Syndication

14. Content Marketing
With each interaction, you’re getting feedback on
content

15. I Don’t Care About Content Marketing
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16. I Don’t Care About Sales

17. I Don’t Care About HR

18. I Care About
 Marketing
 Sales
 HR
 Customer Service

19. You Care About….
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20. Assignment
 OSSCube
 Letter Grade, hand in answers
 Questions will be posted tomorrow