THE COMPANY IS THE CONTENTLECTURE 1: CORE THEMES

INTRO• Business Development, Mozilla

• +10 years in Corporate Communications

• DataDirect Networks, Cisco, Applied Communications

Connect:

• Twitter: @ronpiovesan• Blog: www.ronpiovesan.com• LinkedIn: http://www.linkedin.com/in/ronpiovesan• Slideshare: http://www.slideshare.net/ronpiovesan• Facebook: http://www.facebook.com/CompanyIsTheContent

Introduce concepts around social networksPractical approach to B2B marketing and communications

Main Argument: B2B must engage in conversations

SOCIAL MEDIA CLASS: CAN WE SHARE?• Yes!

• Blog, Tweet, Like, +1, Pin• Text, images, audio, video

• Respect each other• Guest speakers: With their permission

EXPECTATIONSEveryone:

• Participate in class discussionsExpecting Credit:

• Submit answers to case studiesExpecting a Grade:

• Submit project May 3• Be prepared to present May 6

COURSE OUTLINEApril 8- Core Themes

• Lecture• Speaker: Dave Oldham, NUVI

April 15- Storytelling• Speaker: John Earnhardt, Cisco• Case Discussion: HubSpot: Inbound Marketing and Web 2.0 • Lecture

April 22- Listening• Case Discussion: EMC2: Delivering Customer Centricity• Lecture

April 29- Goals and Metrics• Case Study: OSSCube: Leveraging Social Media • Lecture

May 6- It’s All About The Conversation• Speaker: Burghardt Tenderich (BT), Annenberg School of Communication• Lecture

WHAT DOES SOCIAL MEAN TO YOU?

You arewasting

yourtime

WASTE OF TIME?

CLASSIC MARKETING C. UP TO 2003

Marketing programs

PRPress

Analysts

Channel Program

Company

Channel

CustomersMarket

Information

One way flow of information-> No Conversation

GETS COMPLICATED C. 2003-2009

Marketing programs

PRPress

Analysts

Channel ProgramsCompany Channel

Customers

MarketInformation

Strategy of controlling info remained, new tactics

Web/SEOSearch

Email Opt-in

OUT OF CONTROL C. 2009 Press

Analysts

Company

Channel

Customers

Markets truly became a conversation

Influencer

Conversation Conversation

ConversationConversation

WHAT HAPPENED?

Tools of conversation become ubiquitous

PRACTICE CATCHING UP TO THEORYCluetrain Manifesto: 1999

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.

THE 95 THESES2- Markets consist of human beings, not demographic sectors.

6 - The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

12 - There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.

16 -Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone.

28 - Most marketing programs are based on the fear that the market might see what's really going on inside the company.

40 - Companies that do not belong to a community of discourse will die.

75 - If you want us to talk to you, tell us something. Make it something interesting for a change.

BECOMING STORYTELLERS

Identify your audienceShare

• Histories• Emotions• Dreams

Say something… converse

TOOLS FOR STORYTELLING

WHY IMPLEMENT?Learn about market surroundingsBuild new customer relationshipsSupport existing customersLead in your market

Don’t “Go Social”

Modified from Gillin Schwartzman, Chapter 2

SOCIAL FRAMEWORK

Conversation

Talk Listen

Strategy

Goals, Metrics

CISCO: INFORMING

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

METASWITCH: COLLECTING

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

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

ASSIGNMENT: SOCIAL MEDIA PRODUCT LAUNCHFive 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

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