lecture 2 talking

THE COMPANY IS THE CONTENTLECTURE 2: TALKING

OUT OF CONTROL C. 2009 Press

Analysts

Company

Channel

Customers

Markets truly became a conversation

Influencer

Conversation Conversation

ConversationConversation

You are here

SOCIAL FRAMEWORK

Conversation

Talk Listen

Strategy

Goals, Metrics

SOCIAL FRAMEWORK

Conversation

What are you going to

say?

DEFINE INBOUND MARKETING

THREE SKILLS

Write compelling content

Distribute content

Engage a community

WHY?

Company

Email sign upsLead genSurveys

BECOMING STORYTELLERS

Identify your audienceShare

• Histories• Emotions• Dreams

Say something… converse

CISCO: INFORMING

Conversation: Talking about the industryStrategy: Level of engagement with content

METASWITCH: COLLECTING

Conversation: Talking about the industryStrategy: Level of engagement with content

HUBSPOT: SELLING

Conversation: Learn about marketingStrategy: Trusted advisor to marketers

• Website has standard corporate info on offering

INTEL: GOOFING OFF

Conversation: Fun topics around technologyStrategy: Create a community around Intel

DELL: GETTING TO WORK

Conversation: Community of users helping each otherStrategy: Offset costs, have users sell for you

NEXT WEEKApril 22- Listening

• Case Discussion: EMC2: Delivering Customer Centricity• Article: Tweet Me, Friend Me, Make Me Buy