My presentation from the KMP Seminar on 6th May 2010.
It was a stab at explaining some of why I think blogs are the beating heart of a social media strategy.
It's also got some good cases of how brands build up their social media presences from blogs out to other social networks.
Enjoy and download...and please link/quote if quoted/cited.
Thx, Paul
18. the search cycle has changed
opinion influencing happens at the results
19. social media
it’s about people
“A collection of tools and services that allow people to
share and distribute opinions, experiences and information
through digital media”
20. where to start with your strategy
have a rigid process that is flexible...
24. so what does it look like
where your blog post may go...
Tags: AWD, workers
Delicious
Tags: agency working AWD Blog Post
rules DIGG, Stumbleupon
Distribution
• Comments
Tags: employment rules Tags: AWD, • Sharing
agency workers • Retweets
directive, parasol
• Digg
• Facebook Forums
Tags: AWD, agency
workers directive,
parasol
Public RT of article
AWD Presentation
Public Blog Posts
AWD Twitter Account Linkedin Profile
• Group
• Poll
• Status update
• Questions
• Presentations
• Blog Post
32. Measurement & Analytics
blogs can fully integrate google
Hard Metrics vs. Soft Metrics
• Visits • Comments
• Page Views • Post/Comment ratio
• Bounce Rate • Reach
• Time on Site • RT
• % new visits • Sentiment
33. Measurement & Analytics
what can other channels provide?
vs. vs.
Blogs Facebook Twitter You Tube
• Full Analytics • Social Graph • Followers • Views
• Bookmarking • Demographics • Re-tweets • Engagements
• “Likes” • Favourited tweets • Demographic
• Mentions • Discovery
• @replies
34. so why blogs...in a nutshell
or the “you can miss all the other slides out
1. SEO - create relevant, timely and contextual content for readers AND search engines
1. Frequency
2. Tags/Keywords
3. Sub-domain
4. Links
5. Multimedia
2. Direct - there’s no PR fluff or advertising in the way
3. Aggregates - all your social channels
4. Brand Building - they provide a much more effective way to develop a relationship with
customer
5. Competitive Differentiation - in many cases, your competitor will NOT be doing it, even now
6. Relational Marketing - continual, open dialogue engenders trust
7. Exploit Niches - publishing relevant content is often quicker and easier than posting News
via a CMS
8. Reputation Management - using the tools of the detractors allows a timely response to
happen
9. Low cost - blogs are NOT expensive to build/design
35. but...it’s not all plain sailing...
what else do you need to think about?
36. but...it’s not all plain sailing...
what else do you need to think about?
37. but...it’s not all plain sailing...
what else do you need to think about?
Channel type - Recruitment, Customer Service,
Thought-Leadership/Innovation, Sales
38. but...it’s not all plain sailing...
what else do you need to think about?
Channel type - Recruitment, Customer Service,
Thought-Leadership/Innovation, Sales
Tone of voice - Formal, friendly, colloquial?
39. but...it’s not all plain sailing...
what else do you need to think about?
Channel type - Recruitment, Customer Service,
Thought-Leadership/Innovation, Sales
Tone of voice - Formal, friendly, colloquial?
Content entry and SEO - Tag number and naming,
linking, images, keyword density, post length
40. but...it’s not all plain sailing...
what else do you need to think about?
Channel type - Recruitment, Customer Service,
Thought-Leadership/Innovation, Sales
Tone of voice - Formal, friendly, colloquial?
Content entry and SEO - Tag number and naming,
linking, images, keyword density, post length
Channel management (a) - Define structure:
Administrators, authors, contributors, content approval
41. but...it’s not all plain sailing...
what else do you need to think about?
42. but...it’s not all plain sailing...
what else do you need to think about?
Channel management (b) - How often, when, who,
coordination with other channels
43. but...it’s not all plain sailing...
what else do you need to think about?
Channel management (b) - How often, when, who,
coordination with other channels
Moderation - Who and how are you going to manage any
conversations?
44. but...it’s not all plain sailing...
what else do you need to think about?
Channel management (b) - How often, when, who,
coordination with other channels
Legal - Lay solid foundations for a safe social
environment. Let everyone know where they stand.
Moderation - Who and how are you going to manage any
conversations?
45. but...it’s not all plain sailing...
what else do you need to think about?
Channel management (b) - How often, when, who,
coordination with other channels
Channel Promotion - How are you going to engage with
influencers and who is going to do it?
Legal - Lay solid foundations for a safe social
environment. Let everyone know where they stand.
Moderation - Who and how are you going to manage any
conversations?
56. connecting.
with others who share the same opinions, belief and values.
What common values and interests do we
share with our customers?
57. connecting.
with others who share the same opinions, belief and values.
What common values and interests do we
share with our customers?
How can we connect with them?
58. connecting.
with others who share the same opinions, belief and values.
What common values and interests do we
share with our customers?
How can we connect with them?
Where are those people already?
59. connecting.
with others who share the same opinions, belief and values.
What common values and interests do we
share with our customers?
How can we connect with them?
Where are those people already?
How can we connect customers to each
other?
62. collaborating.
people are working together to make things happen.
Is it appropriate for us to collaborate with
customers?
If so, how and in a meaningful way?
63. collaborating.
people are working together to make things happen.
Is it appropriate for us to collaborate with
customers?
If so, how and in a meaningful way?
How can we help customers collaborate with each
other?
65. consuming.
people are consuming more content in many new ways.
What formats are they consuming, where and
what are they doing with it?
66. consuming.
people are consuming more content in many new ways.
What formats are they consuming, where and
what are they doing with it?
How can we connect stakeholders to each other?
67. consuming.
people are consuming more content in many new ways.
What formats are they consuming, where and
what are they doing with it?
How can we connect stakeholders to each other?
What can we create that provides a multi-platform
69. sharing.
people are sharing what matters to them with their friends.
What can we share about ourselves that will
make our clients more informed /
interested?
70. sharing.
people are sharing what matters to them with their friends.
What can we share about ourselves that will
make our clients more informed /
interested?
How can we help others share our relevant
content more easily?
71. sharing.
people are sharing what matters to them with their friends.
What can we share about ourselves that will
make our clients more informed /
interested?
How can we help others share our relevant
content more easily?
How can we be the people to help them
share?
73. creation.
new tools make it easy for everyone to create content.
What are the most popular forms of
expression our customers use?
74. creation.
new tools make it easy for everyone to create content.
What are the most popular forms of
expression our customers use?
What material can we provide our customer to
help them be creative with our brand?
75. so, how are others using blogs...
how could YOU use a blog?