Goals v04 24-12
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Transcript of Goals v04 24-12
The Company is the Content
Lecture 4: Goals and Metrics
Conversation
Summary: Finding the conversation
Community
Who are you
speaking to?
Content
What are you going
to say?
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
• What you want
Metrics
• How you measure
Tactics
• What you do
Tools
• What you use
Resist temptation to “go social”Understand the entire process first
Gillin, Schwartzman’s “Four Step Process”
Google+ LinkedIn Blogs Apps Analytic tools How they all fit together
The tools
Continued from last week
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 Platform
Content Syndicatio
n
Content Marketing
With each interaction, you’re getting feedback on content
I Don’t Care About Content Marketing
WhitePaper
I Don’t Care About Sales
I Don’t Care About HR
I Care About
MarketingSalesHRCustomer Service
You Care About….
WhitePaper
Assignment
OSSCube Letter Grade, hand in answers Questions will be posted tomorrow