Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
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1. Deborah Brody Marketing Communications Copyright 2013Deborah Brody Marketing Communications Copyright 2013
Using your Blog as aUsing your Blog as a
Centerpiece in your SocialCenterpiece in your Social
Media StrategyMedia Strategy
PRSA Mid-Atlantic DistrictPRSA Mid-Atlantic District
Chesapeake Conference Chesapeake Conference
June 25, 2013June 25, 2013
4. Deborah Brody Marketing Communications Copyright 2013
“Blogs still are one of the most
influential mediums (sic), ranking high
with consumers for trust, popularity
and influence.”
Technorati Media’s 2013 Digital Influence Report
5. Deborah Brody Marketing Communications Copyright 2013
We’ve all heard these buzzwordsWe’ve all heard these buzzwords
Content marketingContent marketing
StorytellingStorytelling
EngagementEngagement
6. Deborah Brody Marketing Communications Copyright 2013
They all come together on your blogThey all come together on your blog
Your blog is integral to content marketingYour blog is integral to content marketing
Blogs are great for sharing stories (andBlogs are great for sharing stories (and
pictures)pictures)
Comments and social sharing lead toComments and social sharing lead to
engagementengagement youyou controlcontrol
7. Deborah Brody Marketing Communications Copyright 2013
FromFrom Blogging is Good PR by Jayme
Soulati::
“…“… a blog provides businesses with aa blog provides businesses with a
chance to share value … while drivingchance to share value … while driving
demand for their offering. As theydemand for their offering. As they
develop content for their blog they aredevelop content for their blog they are
building a story and emotion to bebuilding a story and emotion to be
associated with their brand.”associated with their brand.”
8. Deborah Brody Marketing Communications Copyright 2013
“.. blog posts must drive value for both the
brand and the readers. Brands want traffic
and customers want content that provides
answers or solutions to their needs and
problems.
…blogs are the most valuable type of
content marketing ...”
(http://www.steamfeed.com/blogging-is-good-pr/ )
9. Deborah Brody Marketing Communications Copyright 2013
Why have a blog
Blogs are social mediaBlogs are social media youyou ownown
Blogs are flexible— text, graphics, audioBlogs are flexible— text, graphics, audio
and/or videoand/or video
Blogs can be updated frequentlyBlogs can be updated frequently
To improve SEOTo improve SEO
To showcase thought leadershipTo showcase thought leadership
Easy to track and measureEasy to track and measure
10. Deborah Brody Marketing Communications Copyright 2013
Other benefits of bloggingOther benefits of blogging
Lead generationLead generation
Content can be shared and re-purposedContent can be shared and re-purposed
RSS-to-email functions make it easy toRSS-to-email functions make it easy to
create newsletterscreate newsletters
Source for news media/journalistsSource for news media/journalists
Can drive traffic to your websiteCan drive traffic to your website
11. Deborah Brody Marketing Communications Copyright 2013
“As more and more marketers start to realize the
need for business blogging -- 62% of
marketers will blog in 2013, according to the
2013 State of Inbound Marketing -- and the
competition per industry gets even
tougher, content quality will separate the wheat
from the chaff.”
What the Future Holds for Business Blogging by Pamela Vaughan, Hubspot.
5/23/2013:http://blog.hubspot.com/future-of-business-blogging
Blogging in 2013Blogging in 2013
12. Deborah Brody Marketing Communications Copyright 2013
“As a result, marketing teams will realize the
importance of internal content creators -- people
with writing chops and industry knowledge.
According to the 2013 State of Inbound
Marketing, only 9% of companies employ a
full-time blogger, but I bet we'll see this
percentage grow in the coming years.”
What the Future Holds for Business Blogging by Pamela Vaughan, Hubspot.
5/23/2013 http://blog.hubspot.com/future-of-business-blogging
Blogging in 2013Blogging in 2013
13. Deborah Brody Marketing Communications Copyright 2013
Developing a social media/digital strategyDeveloping a social media/digital strategy
Social media strategy should be part ofSocial media strategy should be part of
your overall communications strategy andyour overall communications strategy and
plan.plan.
Remember that social media is justRemember that social media is just
another channel to reach your targetanother channel to reach your target
audience.audience.
14. Deborah Brody Marketing Communications Copyright 2013
DigitalDigital marketing is used to:marketing is used to:
Drive salesDrive sales
Increase brand awarenessIncrease brand awareness
Reach new customer segmentsReach new customer segments
Drive customer engagementDrive customer engagement
(According to a Inc./Vocus study on digital(According to a Inc./Vocus study on digital
marketing at small and medium sizedmarketing at small and medium sized
businesses)businesses)
15. Deborah Brody Marketing Communications Copyright 2013
Where brands are on social mediaWhere brands are on social media
Facebook 91%Facebook 91%
Twitter 85%Twitter 85%
YouTube 73%YouTube 73%
Pinterest 41%Pinterest 41%
LinkedIn 33%LinkedIn 33%
Blogs 32%Blogs 32%
Instagram 29%Instagram 29%
Google + 26%Google + 26%
Source: Technorati’s 2013 Digital Influence ReportSource: Technorati’s 2013 Digital Influence Report
16. Deborah Brody Marketing Communications Copyright 2013
Most popular digital marketing techniques:Most popular digital marketing techniques:
Email for marketing/promotion (65.8 %)Email for marketing/promotion (65.8 %)
Search engine optimization (53.8%)Search engine optimization (53.8%)
Email for customer service (61.3%)Email for customer service (61.3%)
Videos and photos (54.6 %)Videos and photos (54.6 %)
Blogs and white papers (52.7 %)Blogs and white papers (52.7 %)
Email for prospecting (48.2 %)Email for prospecting (48.2 %)
FromFrom
http://www.vocus.com/blog/the-big-four-sales-branding-new-markets-and-engagemhttp://www.vocus.com/blog/the-big-four-sales-branding-new-markets-and-engagem
17. Deborah Brody Marketing Communications Copyright 2013
Key Steps to Building a Social Media StrategyKey Steps to Building a Social Media Strategy
Define your business/communications goalsDefine your business/communications goals
Survey your existing social media propertiesSurvey your existing social media properties
Who is your target audience and what socialWho is your target audience and what social
media platforms do they use?media platforms do they use?
Decide what topics/issues you want to highlightDecide what topics/issues you want to highlight
Integrate your content development and yourIntegrate your content development and your
social media strategysocial media strategy
Set benchmarks and measure outcomesSet benchmarks and measure outcomes
18. Deborah Brody Marketing Communications Copyright 2013
Making your blog the centerpiece ofMaking your blog the centerpiece of
your social media strategyyour social media strategy
1.1. Prioritize having a dynamic, updatedPrioritize having a dynamic, updated
organizational blog.organizational blog.
2.2. Integrate the blog into the website.Integrate the blog into the website.
3.3. Make sure your blog is responsive.Make sure your blog is responsive.
4.4. Make your blog shareable (i.e. add shareMake your blog shareable (i.e. add share
buttons).buttons).
19. Deborah Brody Marketing Communications Copyright 2013
Making your blog the centerpiece ofMaking your blog the centerpiece of
your social media strategyyour social media strategy
4. Create an editorial calendar.4. Create an editorial calendar.
5. Push out blog content to your social5. Push out blog content to your social
media channels.media channels.
6. Encourage engagement.6. Encourage engagement.
7. Use analytics to track activity on your7. Use analytics to track activity on your
blog.blog.
20. Deborah Brody Marketing Communications Copyright 2013
Develop a good corporate blogDevelop a good corporate blog
Bolsters the organizational missionBolsters the organizational mission
Fresh, current and informativeFresh, current and informative
Doesn’t sellDoesn’t sell
Findable and shareableFindable and shareable
Accessible—not full of jargon andAccessible—not full of jargon and
corporate-speakcorporate-speak
Uses good designUses good design
21. Deborah Brody Marketing Communications Copyright 2013
Develop a good corporate blogDevelop a good corporate blog
Has multiple contributors, including yourHas multiple contributors, including your
top executivestop executives
Has visual punch—videos, graphs,Has visual punch—videos, graphs,
infographics, photography, etc.infographics, photography, etc.
Showcases your organizationalShowcases your organizational
knowledgeknowledge
Comments are enabled, monitored andComments are enabled, monitored and
responded toresponded to
It’s not run by the intern!It’s not run by the intern!
22. Deborah Brody Marketing Communications Copyright 2013
Create content to shareCreate content to share
across your social mediaacross your social media
propertiesproperties
Share your blog content on Facebook,Share your blog content on Facebook,
Twitter, LinkedInTwitter, LinkedIn
Use blog content for your enewsletter byUse blog content for your enewsletter by
using the RSS-to-email feature offered byusing the RSS-to-email feature offered by
many providers like MailChimp.many providers like MailChimp.
23. Deborah Brody Marketing Communications Copyright 2013
People share the most from:People share the most from:
Facebook 51 %Facebook 51 %
YouTube 40%YouTube 40%
Blogs 26%Blogs 26%
News sites 26%News sites 26%
Google +25%Google +25%
Twitter 18%Twitter 18%
(Source: Technorati)(Source: Technorati)
24. Deborah Brody Marketing Communications Copyright 2013
Use your blog as a jumping-off pointUse your blog as a jumping-off point
Showcase yourShowcase your
YouTube channel byYouTube channel by
previewing orpreviewing or
promoting videospromoting videos
Use a photo linked toUse a photo linked to
your Flickr galleryyour Flickr gallery
Presentations can bePresentations can be
linked to SlideSharelinked to SlideShare
25. Deborah Brody Marketing Communications Copyright 2013
Take-awaysTake-aways
Develop a great organizational blog thatDevelop a great organizational blog that
can function as the centerpiece of yourcan function as the centerpiece of your
social media efforts.social media efforts.
Make sure you are providing the contentMake sure you are providing the content
your target audience is looking foryour target audience is looking for andand
that’s in line with your comms strategythat’s in line with your comms strategy
Publish your content first on the blog andPublish your content first on the blog and
then push it out to your networks.then push it out to your networks.
26. Deborah Brody Marketing Communications Copyright 2013
Great organizational blogsGreat organizational blogs
National Geographic blogs:
http://www.nationalgeographic.com/ng-blogs/
27. Deborah Brody Marketing Communications Copyright 2013
Great organizational blogsGreat organizational blogs
National Geographic: http://digitalnomad.nationalgeographic.com/
28. Deborah Brody Marketing Communications Copyright 2013
Great organizational blogsGreat organizational blogs
Disney Parks blog: http://disneyparks.disney.go.com/blog/
