Lecture 2 talking
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THE COMPANY IS THE CONTENT LECTURE 2: TALKING
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Lecture two for Stanford BUS94: The Company is the Content
Transcript of Lecture 2 talking
THE COMPANY IS THE CONTENTLECTURE 2: TALKING
OUT OF CONTROL C. 2009 Press
Analysts
Company
Channel
Customers
Markets truly became a conversation
Influencer
Conversation Conversation
ConversationConversation
You are here
SOCIAL FRAMEWORK
Conversation
Talk Listen
Strategy
Goals, Metrics
SOCIAL FRAMEWORK
Conversation
What are you going to
say?
DEFINE INBOUND MARKETING
THREE SKILLS
Write compelling content
Distribute content
Engage a community
WHY?
Company
Email sign upsLead genSurveys
BECOMING STORYTELLERS
Identify your audienceShare
• Histories• Emotions• Dreams
Say something… converse
CISCO: INFORMING
Conversation: Talking about the industryStrategy: Level of engagement with content
METASWITCH: COLLECTING
Conversation: Talking about the industryStrategy: Level of engagement with content
HUBSPOT: SELLING
Conversation: Learn about marketingStrategy: Trusted advisor to marketers
• Website has standard corporate info on offering
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
NEXT WEEKApril 22- Listening
• Case Discussion: EMC2: Delivering Customer Centricity• Article: Tweet Me, Friend Me, Make Me Buy
