1. The Company is the Content
Lecture 5: It’s All About The Conversation
2. Today’s agenda
Group presentations
OSSCube Case Study
Lecture
Local Social
Social and beyond
3. Summary: Finding the conversation
Community Content
What are
Who are you
you going to
speaking to?
say?
Conversation
4. But first… content marketing
Storytelling
Shared
Histories
Emotions
Dreams
Wrapping them around
your brand
Identifying with your
audience
Company is the Content
5. Play with the websites at the end
Goal Metrics Tactics Tools
• What • How you • What • What
you measure you do you use
want
Resist temptation to “go social”
Understand the entire process first
Gillin, Schwartzman’s “Four Step
7. OSSCube
History
Founded in 2006
Based in North Carolina, offices in India
Develop using open source software
Consulting, Education
Developed various IT solutions for
Education
Government
Healthcare
IT
Successful, technically minded company
Focused on customer success
8. Marketing epiphany
Problem:
Company branding wasn’t keeping up with the business
Focus moving from training to consulting/development
Change direction of company
Focus on SEO, by more relevant in consulting searches
Streamline lead generation and qualification process
Build a community of developer
Go Social!
9. Goals/Metrics/Tactics/Tools
Goals
Drive SEO
Metrics
Increase leads
Increased PageRank
Tactics
Maximize traffic on website
Use social networks to push traffic, SEO to website
Tools
10. Goals/Metrics/Tactics/Tools
Goals
Create brand
Metrics
Surveys
Customer satisfaction
Tactics
Maximize the brand
Use social networks to communicate a brand image
Tools
11. The verdict
Trying Consistent voice
Tactical successes: Spread too thin
Vimeo Redundant
Authentic Update oriented
Moments of voice No conversation
Recommendations
Find something to say
Say it
Eliminate channels
13. Local: Social deals economy
Focus on reviews, lead-generation, sales
Maintain a profile- Yelp
Offer promotion- Groupon
Consumer focused on “check ins”
Customers check in to an event
Keep track of customers’ check-ins
15. What’s happened in the last five weeks?
Facebook
+4M users in Brazil
+1M users in US
Increased its penetration by 115% on Faroe Islands
Twitter
16M new accounts
Pinterest
Leveling off?
16. What have we learned in the past five
weeks?
Goal Metrics Tactics Tools
• What • How you • What • What
you measure you do you use
want
Tool has become the goal rather then the means to a goal
What really went wrongWhere’s the conversation? What the message?
Did they learn?Blog: http://www.osscube.com/blogTwitter: https://twitter.com/#!/osscubeFacebook: https://www.facebook.com/OSSCubeG+:https://plus.google.com/u/0/100796486439557640687/postsYouTube: LinkedIN: http://www.linkedin.com/company/osscubeYouTube: http://www.youtube.com/user/osscubeVimeo: http://vimeo.com/osscube