Lecture 1 (April 3, 2012) for BUS 94- The Company Is the Content: Marketing in a Social World

1. The Company is the Content
Lecture 1: Social Definitions and Tools

2. Intro and class goals
 Business Development, Mozilla
 +10 years in Corporate Communications
 DDN, Cisco, Applied Communications
 Connect:
 Twitter: @ronpiovesan
 Blog: ronpiovesan.wordpress.com
 LinkedIn: http://www.linkedin.com/in/ronpiovesan
 Slideshare: http://www.slideshare.net/ronpiovesan
 Facebook:
http://www.facebook.com/CompanyIsTheContent are
Introduce concepts around social networks, why they
relevant
Practical approach to marketing and communications
Main Argument: B2B Must Engage in Conversations

3. Course outline
 April 3- Social Definitions And Tools
 Lecture
 April 10- Intersection Between Social Media And Marketing
 Speaker: Larry Yu, Facebook
 Class Presentations
 Case Discussion: Cisco Systems: Launching the ASR 1000 Series Router Using Social Media
Marketing
 Lecture
 April 17- Creating The Social Brand
 Speaker: John Earnhardt, Cisco
 Class Presentations
 Lecture
 April 24- Goals and Metrics
 Speaker: Tim Marklein, WCG Group
 Class Presentations
 Lecture
 May 1 Class 5- It’s All About The Customer
 Class Presentations
 Case Study: OSSCube: Leveraging Social Media

4. Expectations
 Everyone:
 Contribute to group presentations
 Participate in class discussions
 Expecting a grade:
 Complete case study questions
 April 10: Cisco case study
 May 1: OSSCube case study

5. Social media class: can we share?
 Yes!
 Blog
 Like/Facebook
 Tweet
 Video
 Images
 Only me or if you have someone’s express
permission
 Respect each other
 Respect copyrights
 Guest speakers: Only with their permission

6. Agenda: Social definitions and tools
 Evolution of marketing
 Rise of social media
 Concept of a conversation
 Deconstruct the conversation
 See social medial in practice
 Discuss class presentations

7. OMG…… LOL!!!!
You
are
your
wasting
time

8. Waste of time?

9. Classic marketing c. up to 2003
Press
PR Analysts
Market Compan Marketing
Information programs Customers
y
Channel
Programs Channel
Company tried to control the flow of information to its ecosystem

10. Gets complicated c. 2003-2009
Press
PR
Analysts
Marketing
Customers
programs
Market Compan Channel
Information Channel
y Programs
Web/SEO Search
Email Opt-in
Strategy of controlling info remained, new tactics

11. Things got out of control c. 2009
Press
Customers
Analysts
Compan
y
Channel Influencer
Markets truly became a conversation

12. 1999: Cluetrain Manifesto
A powerful global conversation has
begun. Through the Internet, people are
discovering and inventing new ways to
share relevant knowledge with blinding
speed. As a direct result, markets are
getting smarter—and getting smarter
faster than most companies.
These markets are conversations.

13. Deconstructing the 95 theses
2- Markets consist of human beings, not
demographic sectors.
 True in B2B, your customer is still a human
28 - Most marketing programs are based on the
fear that the market might see what's really going
on inside the company.
 What did Kodak say about digital?
83 - We want you to take 50 million of us as
seriously as you take one reporter from The Wall
Street Journal.
 One influencer can impact your business more than
any media outlet

14. What made Cluetrain Manifesto real?

15. Serious numbers

16. Who is Social?
 What social accounts do you maintain?
 Why do you do it?
 Work or fun?
What is the underlying concept that makes an activity “social”?

17. Social activities
Community Content
Listen Engage Share

18. Community: Listen
 Understand how your company, your brand is viewed
 What are the discussion?
 What is being said about your company that impacts
you?
 How can you react?
 In the conversation: this is listening

19. Dell: Un-fragmenting
 Twitter stream to listen to SMB customers
 Notoriously fragmented market; hard to reach
 Why Twitter?

20. Mansa: Presenting to the world
• Website has standard corporate info on offering

21. Collecting the leads
 SlideShare links embedded
 Walk customers through offerings on the website
 Used to collect leads

22. Content: Share
 Providing information not just on your product, but on
the market
 Get customer talking about the forces that shape
your industry
 Position your company as an expert… not just in its
own business but in the market
 Sharing is about demonstrating an awareness of
your business surroundings

23. Talking to customer’s customer
 Contests, updates, links
 Engaging B2B2C strategy-> Intel sells to
businesses, but they engage consumers about
anything tech related
 Why Facebook?

24. Carrier Evolution: MetaSwitch news
 News site that is automatically and human
curated
 Destination for carrier news

25. Cisco Video
 Lighter side of Cisco
 Communicate complex technologies in a simple
way

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

27. Groups
 Enterprise Software
 Enterprise Hardware
 Telecoms
 BioTech/Pharma
 IT services
 Professional Services (lawyers, accountants, etc)
 Other

28. Assignment
 Launch a company
 Get people interested in
 Who you are
 What you sell
 Your position in the market
 Four slide preso:
 Slide 1: Name of company, product, competitive
differentiator
 Slide 2: What is the campaign: what are you doing; why
will it make a difference
 Slide 3: What social tool will you use? Why?
 Slide 4: Inspiration: How did you come up with this idea?
What company did you use for inspiration?
 Must be B2B (or B2B2C)-> No B2C

29. Assignment Due April 10
 All groups must hand in their preso
 Email: ronpiovesan@gmail.com
 Post on SlideShare
 Three groups will be chosen at random to present
 Those seeking a grade:
 Submit questions for Cisco case study