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BUS94 Lecture 4. Looking at tools, analytics and how they all fit together.

NegóciosTecnologia
1 de 20
The Company is the Content Lecture 4: Goals and Metrics
Summary: Finding the conversation Community Content What are Who are you you going to speaking to? say? Conversation
But first… content marketing  Storytelling  Shared  Histories  Emotions  Dreams  Wrapping them around your brand  Identifying with your audience  Company is the Content
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
The tools  Google+  LinkedIn Continued from last  Blogs week  Apps  Analytic tools  How they all fit together
 Google’s social network  Google’s fourth attempt at social  Buzz  Friend Connect  Orkut  Claims 170M users (ill-defined)  Many features, feels over-engineered  Circles getting the most popularity  Google, Plus Your World  Marketers: how to meld G+ with SEO
 De facto business networking tool  150M members, $522M revenues (2011)  Used extensively by recruiters, job hunters  Has groups, hard to determine how effective they are  Potential to be great ad platform  Can better target profession, title, location  Audience is in a work frame-of-mind on the network
Blogs  Blog-> self publishing platforms  156M blogs  Blogger/Worpress more traditional CMS  Content Management Systems  Tumblr: cross between a blog and Twitter  45M Tumblrs
Apps: the next frontier  Mobile is taking over the world  Content marketing targeting the consumer  Betting on platforms  iPhone  Android  Facebook  Spotify  B2B will follow  Be the change!
Tracking  Key lesson from Ridley Scott in 1979  Not so in cyberspace  Every click is a scream
The screams  URL shortener  Bit.ly, TinyURL  Share Bar  Add This  Comment  DISQUS Tools aren’t about convenience, about analytics
Model: Hub and spoke content syndication
Model: Hub and spoke content syndication Content Content Platform Syndication
Content Marketing With each interaction, you’re getting feedback on content
I Don’t Care About Content Marketing WhitePape r
I Don’t Care About Sales
I Don’t Care About HR
I Care About  Marketing  Sales  HR  Customer Service
You Care About…. WhitePape r
Assignment  OSSCube  Letter Grade, hand in answers  Questions will be posted tomorrow

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Goals v04 24-12

  • 1. The Company is the Content Lecture 4: Goals and Metrics
  • 2. Summary: Finding the conversation Community Content What are Who are you you going to speaking to? say? Conversation
  • 3. But first… content marketing  Storytelling  Shared  Histories  Emotions  Dreams  Wrapping them around your brand  Identifying with your audience  Company is the Content
  • 4. 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
  • 5. The tools  Google+  LinkedIn Continued from last  Blogs week  Apps  Analytic tools  How they all fit together
  • 6. Google’s social network  Google’s fourth attempt at social  Buzz  Friend Connect  Orkut  Claims 170M users (ill-defined)  Many features, feels over-engineered  Circles getting the most popularity  Google, Plus Your World  Marketers: how to meld G+ with SEO
  • 7. De facto business networking tool  150M members, $522M revenues (2011)  Used extensively by recruiters, job hunters  Has groups, hard to determine how effective they are  Potential to be great ad platform  Can better target profession, title, location  Audience is in a work frame-of-mind on the network
  • 8. Blogs  Blog-> self publishing platforms  156M blogs  Blogger/Worpress more traditional CMS  Content Management Systems  Tumblr: cross between a blog and Twitter  45M Tumblrs
  • 9. Apps: the next frontier  Mobile is taking over the world  Content marketing targeting the consumer  Betting on platforms  iPhone  Android  Facebook  Spotify  B2B will follow  Be the change!
  • 10. Tracking  Key lesson from Ridley Scott in 1979  Not so in cyberspace  Every click is a scream
  • 11. The screams  URL shortener  Bit.ly, TinyURL  Share Bar  Add This  Comment  DISQUS Tools aren’t about convenience, about analytics
  • 12. Model: Hub and spoke content syndication
  • 13. Model: Hub and spoke content syndication Content Content Platform Syndication
  • 14. Content Marketing With each interaction, you’re getting feedback on content
  • 15. I Don’t Care About Content Marketing WhitePape r
  • 16. I Don’t Care About Sales
  • 17. I Don’t Care About HR
  • 18. I Care About  Marketing  Sales  HR  Customer Service
  • 19. You Care About…. WhitePape r
  • 20. Assignment  OSSCube  Letter Grade, hand in answers  Questions will be posted tomorrow

Notas do Editor

  1. Tool has become the goal rather then the means to a goal
  2. Intel: https://plus.google.com/111660275132722215045/postsDell: https://plus.google.com/117161668189080869053/postsGooglesearch: Cars
  3. Blogs: http://blogs.gartner.com/http://h30507.www3.hp.com/t5/Enterprise-Business-Blogs/ct-p/EnterpriseBusinessBlogsTumblr: http://ilovecharts.tumblr.com/http://newsweek.tumblr.com/
  4. https://bitly.com/http://www.addthis.com/?r=0Wordpresshttp://wordpress.com/#!/fresh/https://www.facebook.com/CompanyIsTheContent (bookstore)