lecture 3 voices
DESCRIPTION
Company is the Content lecture 3- 04-14-14TRANSCRIPT
THE COMPANY IS THE CONTENTLECTURE 3: VOICES
HUBSPOT QUESTIONSDefine 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 upsLead genSurveys
REVIEW
FRAMEWORK
MeasureHow will you measure success?
VoicesHow do you want to speak?
ListenWhat is the market saying?
GoalWhat do you want to accomplish?
WORKSHEET
Informer Seller Worker “One-liner guy”
Brand awareness
Influence the market
Lead gen
Customer support
Goa
l
Voices
TacticsMetrics
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 effortsMust support the GoalsMust 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
Goa
l
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 PAIDOrgani
c Paid
Analytics
Targeting
Reach
Analytics
Free
Evolution away from banner adsFocus 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 scienceEasy way to experiment, see what works
NEXT WEEKAll: • Case: EMC, OSSCube• The B2B Social Media Book, Chapter 4Credit; Grade Students: • Answer the attached questions and submit before class
via email [email protected] Students• Start thinking about your projects