Download - Lecture 5 conversation
THE COMPANY IS THE CONTENT
LECTURE 5:
IT’S ALL ABOUT THE CONVERSATION
AGENDA• Class presentation
• OSSCube
• Conversations: Non-tech examples
• Where is it all going?
The Case Study
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 companyFocused on customer success
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!
SEO STRATEGY
Goals
• Drive SEO
Content
• Anything anywhere
Tactics
• Maximize traffic on website• Use social networks to push traffic, SEO to website
Tools
BRAND STRATEGY
Goals
• Create brand
Metrics
• Surveys• Customer satisfaction
Tactics
• Maximize the brand• Use social networks to communicate a brand image
Tools
THE VERDICT
Redundant
Kill YouTube
RecommendationsFind something to say, say it
Eliminate channels
Greatly improved
Consistent voice
Updated
Conversational
SUMMARY
(NON-TECH…. TRIED TO FIND SMB)
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
#74: WE ARE IMMUNE TO ADVERTISING. JUST FORGET IT• We are NOT immune to CONTESTS
#3: CONVERSATIONS AMONG HUMAN BEINGS SOUND HUMAN. THEY ARE CONDUCTED IN A HUMAN VOICE.
#16: COMPANIES THAT SPEAK IN THE LANGUAGE OF THE PITCH, ARE NO LONGER SPEAKING TO ANYONE.
• Be practical
#75: IF YOU WANT US TO TALK TO YOU, TELL US SOMETHING. MAKE IT SOMETHING INTERESTING FOR A CHANGE.
WHERE IS IT ALL GOING?
1)
2)
3)
4)
5)
WHERE IS IT ALL GOING?
1) Mobile….
2)
3)
4)
WHERE IS IT ALL GOING?
1)
2) Data…
3)
4)
WHERE IS IT ALL GOING?
1)
2)
3) Paid…
4)
WHERE IS IT ALL GOING?
1)
2)
3)
4) I have no idea….
SET YOUR GOALS
LISTEN
FIND YOUR VOICE
MEASURE YOUR IMPACT
MARKETS ARE A CONVERSATION
THANK YOU