The Company is the Content

Lecture 2: Intersection Between Social Media And Marketing

Housekeeping Request to focus on local social marketing. Of

interest? Interest in taking time to look specifically at certain

tools, explain how they operate and how they may be used? Facebook Google+ LinkedIn Twitter Blogs/podcasts

Groups If you’re in one but want to do an independent project, let’s

talk If you’re not in one, and you want to be in one, let’s talk

Agenda Review thoughts from last week Introduce “Four Steps” model to rolling out a

social media campaign Model is re-purposed from the textbook

Discuss Cisco case study Apply Four Step model to case study

Next week’s assignment

….c. 2009Press

Analysts

Company

Channel

Customers

Markets truly became a conversation

Influencer

Conversation Conversa

ti

on

Conversati

on

Conversation

You are here

Conversation

Summary: Finding the conversation

Community

Who are you

speaking to?

Content

What are you going

to say?

How to “do social” The following are not social media objectives

Creating a Google+ circle Creating a Facebook page Posting a YouTube video Doing something and hoping it will go “viral”

The following are social media objectives Collect leads Increase media coverage Increase brand recognition

Even though tools have changed, basic principles remains the same

You need to plan, you need to measure

Play with the websites at the end

Goal

• What you want

Metrics

• How you measure

Tactics

• What you do

Tools

• What you use

Resist temptation to “go social”Understand the entire process first

Gillin, Schwartzman’s “Four Step Process”

Four Steps in Action Goal

Improve customer service Metrics

Time-to-answer Customer sat surveys Decrease load on call centers

Tactics Proactively address concerns Open new channels of communication

Tool

Four Steps in Action Goal

Increase sales Metrics

Increased inbound calls More targeted outbound call

Focus on High-Performance Computing

Tactics Increase DDN’s presence in the maket Position DDN as a “trusted advisor” not just a

hardware supplier Tool

Four Steps in Action Goal

Target communications Metrics

Increase awareness of certain messages to key groupd Surveys Impressions

Tactics Segment and identify key audiences Target messages ONLY at those audiences

Tool

Applying to CiscoSummary: Cisco is a massive company that sells networking

geat 68,000 employees $40 billion in revenue

Launching a new product ASR 1000 An “edge router” that carries network traffic to an end-

point (computer, phone, video conference) Sold to large corporations, telecom companies

Benefits More efficient in routing network traffic Eliminates the need to buy a lot of other network

equipment-> saves money

Goals Successfully launch a new product Tie in the ASR 1000 with the increasing trend

to access digital content 2008: huge rise in digital content being created

and consumed Be cool

Metrics Seems abstract “Buzz”…”cool”

Where is this going?

Tactics 100% digital release Make entire launch event virtual Demonstrate the digital power of the ASR

1000

Did this work?

Does this work?

Tools

All over the place

Humorous Try to get funny characters to

explain network traffic

Sci-Fi game, not tied to main theme

Community gathering

Conclusion

Resonated Drew interest

Attracted users and interest

Not as successful

TCO Environmental Impact

Strong cost-saving and green messageDidn’t integrate with “stork” and “cupid” messaging

Assignment

Launch a product Clearly lay out your four steps

Goal Metrics Tactics Tool(s)

Four slide preso: Slide 1: Explain product competitive differentiator Slide 2: Explain your Goals, Metrics, Tactics Slide 3: Choose your Tool, explain how it ties back

to your Goals, Metrics, Tactics Slide 4: Why is this Tool the best for this

campaign?

Assignment Due April 17 All groups must hand in their preso

Email: ronpiovesan@gmail.com Post on SlideShare

Three groups will be chosen at random to present