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Company is the Content lecture 3- 04-14-14

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THE COMPANY IS THE CONTENT LECTURE 3: VOICES
HUBSPOT QUESTIONS Define inbound marketing. Contrast with outbound marketing List and describe the three skills (according to HubSpot) to maximize inbound marketing. Why do you think inbound marketing is less expensive than outbound marketing? Why do B2B companies derive greater value from inbound marketing (and HubSpot’s offering) than B2C?
DEFINE INBOUND MARKETING
THREE SKILLS Write compelling content Distribute content Engage a community
WHY? Company Email sign ups Lead gen Surveys
REVIEW
FRAMEWORK Measure How will you measure success? Voices How do you want to speak? Listen What is the market saying? Goal What do you want to accomplish?
WORKSHEET Informer Seller Worker “One-liner guy” Brand awareness Influence the market Lead gen Customer support Goal Voices Tactics Metrics
LISTENING • Getting into the conversation • Know what is going on • Don’t be the “dig me” guy • General market intelligence • Prospecting • Hearing what the pain points are • Understanding your customers’ concerns • Empowering sales people • Support • Solving problems • Being available
VOICES
4 TYPES • Informer • Seller • Worker • “One-liner” guy Voices add structure to social media efforts Must support the Goals Must remain authentic
INFORMER • Authoritative voice • Provides information • Seeks to influence
SELLER • Sells, but isn’t a “sales guy” • Relationship based, not transactional • Campaign oriented
WORKER • Solves problems • Listens the most • Reactive
“ONE-LINER” GUY • Playful • Focused on amusement, rather that information • Uses entertainment to communicate an idea
WORKSHEET Informer Seller Worker “One-liner guy” Brand awareness Influence the market Lead gen Customer support Goal Voices
SOCIAL ADS
Half the money I spend on advertising is wasted; the trouble is I don't know which half. - John Wanamaker (1838 –1922) merchant, religious leader, civic and political figure
ORGANIC VS PAID Organic Paid Evolution away from banner ads Focus on promoted content
FACEBOOK: MORE THAN LIKES Promoted Updates Goal Based Advertising
TWITTER: TWEETS AND CARDS Promoted Tweets Cards: Visual Twitter
LINKEDIN: CORPORATE FOCUS Banner and Promoted Content
CONCLUSION • Attempt to add greater metrics, accountability to advertising • Initial appeal: superior targeting • Direction social networks are going; still a work in progress • Display ads haven’t performed; focus now on content • Mobile solution Not an exact science Easy way to experiment, see what works
NEXT WEEK All: • Case: EMC, OSSCube • The B2B Social Media Book, Chapter 4 Credit; Grade Students: • Answer the attached questions and submit before class via email ronpiovesan@gmail.com Grade Students • Start thinking about your projects

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Lecture 3 voices

Editor's Notes

  1. Define inbound marketing. Contrast with outbound marketingv
  2. List and describe the three skills (according to HubSpot) to maximize inbound marketing.
  3. Why less expensive? Distribution is free. Reaching 100s millions for free? How much for advertising?Why more effective? Longer sales cycles. More complex decisions? More people involved in decision
  4. http://www.content-loop.com/Newsroom.cisco.comhttp://www.thehartford.com/smallbizahead/
  5. http://www.linkedin.com/company/adobe-creative-cloud?trk=li_slideshare_1213_bestof_lcphttps://www.facebook.com/peopleforasmarterplanet
  6. http://en.community.dell.com/?~ck=mnhttp://en.community.dell.com/dell-blogs/dell4enterprise/b/dell4enterprise/http://forums.autodesk.com/Link back to seller - http://www.lithium.com/why-lithium/customer-success/autodeskhttps://twitter.com/rationalsupporthttps://twitter.com/rationalsupport/status/454737058821849088
  7. http://www.kinaxis.com/en/http://www.youtube.com/watch?v=0WLr3hxpYYYhttp://www.youtube.com/watch?v=ONe1ZrBrs04Corning - http://www.youtube.com/watch?v=6Cf7IL_eZ38
  8. Principles remain the sameIf anything, need to pay more attention to paid
  9. https://www.facebook.com/ads/create/
  10. Cards: https://ads.twitter.com/accounts/1s7ewf/cards/new?card_type=1Twitter: https://ads.twitter.com/accounts/1s7ewf/tweets?utf8=%E2%9C%93&tweets_type=promoted_from_ptw
  11. https://www.linkedin.com/ads/create?aid=f1t2ubi62qzALZ1X2OYciMermh3s7Gd6gm&utm_medium=el&utm_campaign=gate-c&utm_source=li&trk=gate-c&src=