Lecture 5 for BUS94 Company is the Content

1. THE COMPANY
IS THE
CONTENT
LECTURE 5:
IT’S ALL ABOUT THE CONVERSATION

2. AGENDA
• Class presentation
• OSSCube
• Conversations: Non-tech examples
• Where is it all going?

3. The Case Study

4. 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

5. 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!

6. SEO STRATEGY
Goals
• Drive SEO
Content
• Anything anywhere
Tactics
• Maximize traffic on website
• Use social networks to push traffic, SEO to website
Tools

7. BRAND STRATEGY
Goals
• Create brand
Metrics
• Surveys
• Customer satisfaction
Tactics
• Maximize the brand
• Use social networks to communicate a brand image
Tools

8. THE VERDICT
Redundant
Kill YouTube
Recommendations
Find something to say, say it
Eliminate channels
Greatly improved
Consistent voice
Updated
Conversational

9. SUMMARY
(NON-TECH…. TRIED TO FIND SMB)

10. You
Your
Customer
Your
customer’s
customer
#10: PARTICIPATION IN A
NETWORKED MARKET CHANGES
PEOPLE FUNDAMENTALLY.
B2B2C-> Talk to your customer’s customer
Get them…
…to recommend you

11. #74: WE ARE IMMUNE TO
ADVERTISING. JUST FORGET IT
• We are NOT immune to CONTESTS

12. #3: CONVERSATIONS AMONG
HUMAN BEINGS SOUND HUMAN.
THEY ARE CONDUCTED IN A
HUMAN VOICE.

13. #16: COMPANIES THAT SPEAK IN
THE LANGUAGE OF THE PITCH,
ARE NO LONGER SPEAKING TO
ANYONE.
• Be practical

14. #75: IF YOU WANT US TO TALK
TO YOU, TELL US SOMETHING.
MAKE IT SOMETHING
INTERESTING FOR A CHANGE.

15. WHERE IS IT ALL
GOING?
1)
2)
3)
4)
5)

16. WHERE IS IT ALL
GOING?
1) Mobile….
2)
3)
4)

17. WHERE IS IT ALL
GOING?
1)
2) Data…
3)
4)

18. WHERE IS IT ALL
GOING?
1)
2)
3) Paid…
4)

19. WHERE IS IT ALL
GOING?
1)
2)
3)
4) I have no idea….

20. SET YOUR
GOALS

21. LISTEN

22. FIND YOUR
VOICE

23. MEASURE YOUR
IMPACT

24. MARKETS ARE
A
CONVERSATION

25. THANK YOU