This document outlines the course content and expectations for a social media marketing class. It includes: 1) An introduction and overview of core themes to be covered such as storytelling, listening, goals and metrics as they relate to social media and B2B marketing. 2) An outline of class topics to be covered over 6 weeks including guest speakers and case study discussions. 3) Expectations that students will participate in discussions, submit case study answers if taking the class for credit, or submit a final project and presentation if taking the class for a grade. 4) Background and arguments for why social media is important for B2B companies to engage in online conversations with customers, prospects, and influ

1. THE COMPANY
IS THE
CONTENT
LECTURE 1: CORE THEMES

2. INTRO
• Business Development, Mozilla
• +10 years in Corporate Communications
• DataDirect Networks, Cisco, Applied Communications
Connect:
• Twitter: @ronpiovesan
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• Facebook: http://www.facebook.com/CompanyIsTheContent
Introduce concepts around social networks
Practical approach to B2B marketing and communications
Main Argument: B2B must engage in conversations

3. SOCIAL MEDIA CLASS:
CAN WE SHARE?
• Yes!
• Blog, Tweet, Like, +1, Pin
• Text, images, audio, video
• Respect each other
• Guest speakers: With their permission

4. EXPECTATIONS
Everyone:
• Participate in class discussions
Expecting Credit:
• Submit answers to case studies
Expecting a Grade:
• Submit project May 3
• Be prepared to present May 6

5. COURSE OUTLINE
April 8- Core Themes
• Lecture
• Speaker: Dave Oldham, NUVI
April 15- Storytelling
• Speaker: John Earnhardt, Cisco
• Case Discussion: HubSpot: Inbound Marketing and Web 2.0
• Lecture
April 22- Listening
• Case Discussion: EMC2: Delivering Customer Centricity
• Lecture
April 29- Goals and Metrics
• Case Study: OSSCube: Leveraging Social Media
• Lecture
May 6- It’s All About The Conversation
• Speaker: Burghardt Tenderich (BT), Annenberg School of Communication
• Lecture

6. WHAT DOES SOCIAL MEAN TO
YOU?
You
are
wasting
your
time

7. WASTE OF TIME?

8. CLASSIC MARKETING
C. UP TO 2003
Press
PR Analysts
Market Marketing
Information Company programs Customers
Channel
Program Channel
One way flow of information-> No Conversation

9. GETS COMPLICATED
C. 2003-2009 Press
PR
Analysts
Marketing Customers
programs
Market Channel
Information Company Channel
Programs
Web/SEO Search
Email Opt-in
Strategy of controlling info remained, new tactics

10. OUT OF CONTROL C.
2009 Press
Analysts
Customers
Company
Channel Influencer
Markets truly became a conversation

11. WHAT HAPPENED?
Tools of conversation become ubiquitous

12. PRACTICE CATCHING
UP TO THEORY
Cluetrain Manifesto: 1999
A powerful global conversation has begun.
Through the Internet, people are discovering
and inventing new ways to share relevant
knowledge with blinding speed. As a direct
result, markets are getting smarter—and getting
smarter faster than most companies.
These markets are conversations.

13. THE 95 THESES
2- Markets consist of human beings, not demographic sectors.
6 - The Internet is enabling conversations among human beings that
were simply not possible in the era of mass media.
12 - There are no secrets. The networked market knows more than
companies do about their own products. And whether the news is
good or bad, they tell everyone.
16 -Already, companies that speak in the language of the pitch, the
dog-and-pony show, are no longer speaking to anyone.
28 - Most marketing programs are based on the fear that the market
might see what's really going on inside the company.
40 - Companies that do not belong to a community of discourse will
die.
75 - If you want us to talk to you, tell us something. Make it something
interesting for a change.

14. BECOMING
STORYTELLERS
Identify your audience
Share
• Histories
• Emotions
• Dreams
Say something…
converse

15. TOOLS FOR
STORYTELLING

16. WHY IMPLEMENT?
Learn about market surroundings
Build new customer relationships
Support existing customers
Lead in your market
Don’t “Go Social”
Modified from Gillin Schwartzman, Chapter 2

17. SOCIAL FRAMEWORK
Conversation Strategy
Goals, Metric
Talk Listen
s

18. CISCO: INFORMING
Conversation: Talking about the industry
Strategy: Level of engagement with content

19. METASWITCH:
COLLECTING
Conversation: Talking about the industry
Strategy: Level of engagement with content

20. INTEL: GOOFING OFF
Conversation: Fun topics around technology
Strategy: Create a community around Intel

21. DELL: GETTING TO
WORK
Conversation: Community of users helping each other
Strategy: Offset costs, have users sell for you

22. ASSIGNMENT: SOCIAL
MEDIA PRODUCT LAUNCH
Five slide preso:
• Slide 1: Explain company, product, competitive
differentiator
• Slide 2, 3: Social media campaign for a product
launch. Strategy for getting into the conversation:
• Before product launch
• Launch date
• After product launch
• Slide 5: What social tool will you use? Why?
• Slide 5: Inspiration: How did you come up with this
idea? What company did you use for inspiration?
Must be B2B

23. ASSIGNMENT DUE
MAY 3
All requesting a grade must hand in their preso
• Email: ronpiovesan@gmail.com
• Post on SlideShare
People will be chosen at random to present