9. 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
10. 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
13. 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
14. 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
17. 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 company
Focused on customer success
18. 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!
19. CONTENT AND TOOLS
Goals
• Drive SEO
Content
• Anything anywhere
Tactics
• Maximize traffic on website
• Use social networks to push traffic, SEO to website
Tools
21. THE VERDICT
Trying
Authentic
Moments of voice
Consistent voice
Spread too thin
Redundant
Update oriented
No conversation
Recommendations
Find something to say, say it
Eliminate channels
22. NEXT WEEK
• Summarize Tie it all together
• Anything you want to go over?
• Class presentation
23. ASSIGNMENT: SOCIAL
MEDIA PRODUCT LAUNCH
Five 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
24. 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
Editor's Notes
Goals tend to be increased web traffic, engagementNeed to think carefully at outset, what the goal are and how you’re going to measure them
Helpful to think about campaignsWhat specifically you want to say?
Generally ROI is expressed as a percentageIN this instance, you’re looking
Goals tend to be increased web traffic, engagementNeed to think carefully at outset, what the goal are and how you’re going to measure them
Goals tend to be increased web traffic, engagementNeed to think carefully at outset, what the goal are and how you’re going to measure them
What really went wrongWhere’s the conversation? What the message?
Did they learn?Blog: http://www.osscube.com/blogTwitter: https://twitter.com/#!/osscubeFacebook: https://www.facebook.com/OSSCubeG+:https://plus.google.com/u/0/100796486439557640687/postsYouTube: LinkedIN: http://www.linkedin.com/company/osscubeYouTube: http://www.youtube.com/user/osscubeVimeo: http://vimeo.com/osscube
