09 Fluid Studio Blog Seminar 801.295.9820

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TexT dyejo To 50500

john dye
801.631.4736
johnd@fluid-studio.net
www.fluid-studio.net
twitter @dyejo

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©Fluid Studio, 2009

There is no silver bulleT


We All hAve A CirCle oF inFluenCe.
PeoPle Are inFluenCed by Those They TrusT.


Circle of Concern What you
care about.

What you can
do something
about.

Circle of Influence


PeoPle do noT WAnT To be sold To.
They WAnT To inTerACT And be heArd.

* Enquiro: “Business to Business Survey 2007.”

you CAnnoT ConTrol The ConversATion,
buT you CAn PArTiCiPATe in iT.


4 P’s


4 P’s
ProduCT


4 P’s ProduCT, PriCe


PlACe


PlACe, ProMoTion


3 r’s


3 r’s
relevAnT


3 r’s relevAnT, reAl


resPonsive


resPonsive, relATionshiP


AlThough soCiAl MediA is
“one-To-MAny” broAdCAsT MArkeTing,
AT The end oF The dAy reAl resulTs Will oCCur
When “one-To-one” relATionshiPs Are ForMed


WhAT is A blog?


A Web-bAsed journAl PoWered by
A selF-Publishing Tool ThAT enAbles
The AuThor(s) To regulArly
And eAsily uPdATe The ConTenT.


Why should businesses blog?


siMPle.
no one lisTens AnyMore
To sAniTized MArkeTing MessAges.


iF you Find The righT Person in your
orgAnizATion To “blog” AbouT your ProduCTs
or serviCes you’ll brAnd your CoMPAny
As AuThenTiC And knoWledgeAble


sAge Words oF PPC

Pluses

blogging advice from Roger L. Firestein’s Leading on the Creative Edge.

sAge Words oF PPC

Pluses

PoTenTiAl


sAge Words oF PPC

Pluses

PoTenTiAl

ConCerns


Pluses

CusToMers Will leArn AbouT your CoMPAny in
An AuThenTiC voiCe FroM The PeoPle Whose MAin
ConCern is helPing your CoMPAny MAke Money
(so They CAn MAke Money)—noT A bAd
MoTivATion For CreATing PosiTive ConTenT.


Pluses

sAlesPeoPle enjoy The ProCess And Feel
good AbouT being Able To be in TouCh WiTh
CusToMers More FrequenTly.


PoTenTiAls

your CusToMers Are so in TouCh WiTh you ThAT
They Think oF you insTAnTly When A ColleAgue
needs A reFerrAl For your ProduCT or serviCe.


PoTenTiAls

your CusToMers Feel so ATTAChed To you
Through your sAles rePs) ThAT They don’T
hesiTATe To shAre iMPorTAnT inForMATion
AbouT develoPMenTs in Their oWn CoMPAny—
WhiCh MeAns you CAn beCoMe ProACTive
(PerhAPs WAy AheAd oF The CoMPeTiTion)
AbouT resPonding To Their needs.


PoTenTiAls

your CusToMers beCoMe even More exCiTed
AbouT your r&d ProCess And Are More Willing
To helP TesT neW ProduCTs/serviCes.


PoTenTiAls

your CusToMers CoMPlAin less beCAuse They
reAlly knoW And TrusT your ProCesses And Are
More inClined To be undersTAnding AbouT Any
gliTChes in serviCe or ProbleMs WiTh ProduCTs.


ConCerns

hoW MighT you ConTrol Any TendenCy
For sAlesPeoPle To WriTe ConTenT
ThAT MighT APPeAr negATive?


ConCerns

hoW MighT you leT go oF Any FeAr ThAT
soMeone Will sAy Too MuCh?


ConCerns

WhAT revieW ProCess MighT you insTiTuTe
so ThAT TrAde seCreTs And oTher inTelleCTuAl
ProPerTy iTeMs Are ProTeCTed—CleArly
undersTood As oFF-liMiTs For blog ConTenT?


PlAnning TiPs For your blog

1. PiCk your subjeCT



2. deFine your reAsoning To CreATe A blog




WhAT PurPose is The blog To serve?





WhAT is iT To ACCoMPlish?






WhAT ProbleM is iT To solve?






WhAT ProbleM is iT To solve?

WhAT gAP is iT To Fill?




PoTenTiAl reAsoning:

• Increase company credibility
• Improve reputation,
• Improve customer service
• Enhance customer interaction
• Give customers behind the scenes “feel”
of company culture
• Provide communication back channel
• Create openness

• Showcase innovation
• Air business issues
• Build trust, etc.


3. idenTiFy your AudienCe




WhoM do you WAnT To ATTrACT
As reAders?




As reAders?

WhAT Are They inTeresTed in?




As reAders?


WhAT needs do They hAve?




As reAders?



hoW CAn you geT Their ATTenTion?




As reAders?




WhAT serviCe CAn you PerForM For

TheM?



As reAders?




WhAT serviCe CAn you PerForM For

TheM?

hoW CAn you build A relATionshiP
WiTh TheM?


4. do your reseArCh



4. do your reseArCh

Who Are The CurrenT bloggers
in The subjeCT sPACe?



4. do your reseArCh


WhAT is The PosiTioning oF eACh?



4. do your reseArCh



WhAT Are Their PosiTions on issues?



4. do your reseArCh




WhAT is The “PersonAliTy” oF
eACh blog?



4. do your reseArCh




WhAT is The “PersonAliTy” oF
eACh blog?

hoW Will you PosiTion yourselF in

relATion To These “CoMPeTiTors?”


5. reCruiT your ConTenT CreATors



5. reCruiT your ConTenT CreATors

Selecting an individual to be the “star” of your corporate
blog is probably the most important decision.
Almost by definition,individuals—not companies—
write blogs.


An ideAl CorPorATe blogger Possesses MosT oF
The FolloWing ATTribuTes:

AuThenTiC subjeCT-MATTer exPerT

PAssion For subjeCT

sTrong oPinions

solid WriTing skills (PreFerAbly WiTh FlAir)

AvAilAble TiMe

oMMiTMenT To blogging

CorPorATe loyAlTy

resPeCTed by Peers

reACTs CAlMly To oThers’ ouTbursTs

sense oF huMor


5. reFine your reAsoning And diFFerenTiATe
your blog



your blog

bAsed on your reseArCh, you’ll need
To reFine your subjeCT/Mission.



your blog

bAsed on your reseArCh, you’ll need
To reFine your subjeCT/Mission.

hoW Will you diFFerenTiATe your blog
FroM oThers on The subjeCT?



your blog

in MArkeTing TerMs, WhAT’s The
“PosiTioning” For your blog?



your blog

in MArkeTing TerMs, WhAT’s The
“PosiTioning” For your blog?

Is it the critic?
The expert?
The gadfly?
The helper?
The linker?
The reference?

The innovator?
The idea person?
The soother?


your blog

suCCessFul blogs hAve boTh A
vieWPoinT And A “voiCe.”



your blog

suCCessFul blogs hAve boTh A
vieWPoinT And A “voiCe.”

What are yours?
Importantly, both voice and viewpoint must
be authentic; phoniness is a certain blog-killer.



6. reCruiT A CorPorATe ChAMPion



6. reCruiT A CorPorATe ChAMPion

Corporate blogs need high-level support within
the organization—a powerful, well-placed executive who
will unwaveringly defend the blog. Who can you sway?


TiPs For iMPleMenTing your blog
(with special thanks to Bill Comcowich)



1. seleCT sPeCiFiCs
(tools/location/hosting service)



1. seleCT sPeCiFiCs

soMe oF The MosT PoPulAr serviCes:



1. seleCT sPeCiFiCs

soMe oF The MosT PoPulAr serviCes:

• Blogger www.blogger.com is Google’s free
blogging service.
• LiveJournal www.livejournal.com from SixApart
is a free blogging service, largely used for creating
personal journals.
• Typepad www.typepad.com, another service from
Six Apart, is used by many business blogs.
• Movable Type www.sixapart.com/moveabletype/

provides more advanced site design and
development capabilities.
• WordPress www.wordpress.org is a personal publishing
platform for bloggers who want more sophisticated features.


2. develoP A ConTenT PlAn For lAunCh




blogs gAin AudienCe, inFluenCe, And
TrusT over TiMe. iT is orgAniC groWTh.




blogs gAin AudienCe, inFluenCe, And
TrusT over TiMe. iT is orgAniC groWTh.

Postings during the first few months should stake out the
territory. The first 15-25 blog posts over the initial two to
four weeks are designed to establish a presence, define
the “subject” or “space” for the blog, and establish the
credibility of the blogger.



3. MAke your debuT!



3. MAke your debuT!

FirsT



3. MAke your debuT!

FirsT
Establish a presence and build relationships by responding
to posts in other blogs—and use those responses to start
establishing your expert credentials, positioning, view-
point, and “voice” or personality.
The key to a successful debut is to connect with the target
audience and engage them. The quickest way to connect is
to hit a hot button or to give a peek behind the corporate
curtain.



4. Churn ouT ConTenT/CreATe A rhyThM



4. Churn ouT ConTenT/CreATe A rhyThM

Worthwhile content—interesting ideas, insights, opinions,
reports—is the heart of blogging. Ideally, you want to be-
come a credible “go-to” blog—a recognized authority for
your subject area. Keeping blog content substantive and
fresh is critical to attracting and holding readers. Post fre-
quently and consistently. Daily or even more frequently is
best. Weekly at least.
Not all posts need to be deep—but all should be interest-
ing to your audience. Short posts with musings can be very
effective. Insights don’t have to be long—just worthwhile.
After all, this is the Web, where readers are scanners and
“short” is welcome and appreciated.



5. FolloW The blog sTyle/use links/sTAy
on TrACk



5. FolloW The blog sTyle/use links/sTAy
on TrACk

An informal, conversational style dominates blog writing.
It’s what’s expected—and corporate blogs that conform are
more likely to succeed. Concise is expected. Most bloggers
use bullet points liberally.
The goal is to make reading quick and easy—enable read-
ers to scan content. Provide links to stories or ideas you
reference. That’s the blog etiquette. Stay relevant. Keep on
topic and on track.



6. be beTTer/PlAy niCe




be beTTer MeAns:




be beTTer MeAns:
• Have more interesting content than your competitors.
• Be more responsive than your competitors.
Even marginally better often makes a big business
difference (ref: iPod).




PlAy niCe MeAns:




PlAy niCe MeAns:
• Always be civil. Bloggers thrive on strongly expressed
opinion, but are put off by personal attacks. The blogo-
sphere slices up and disposes of mean or rude people
quickly.
• Never tell a lie and never try to hide information.
You’ll get caught, lose credibility, and never get it back.
• Say nice things about competitors. It disarms them
and gains you points with others.



7. inviTe resPonse



7. inviTe resPonse

Enabling the target audience to respond
is a defining characteristic of blogs.
The key: Allow dissidents to participate but not dominate
the discussion. In the give-and-take environment, bloggers
need a thick skin and need to acknowledge mistakes—their
own and their company’s.
Think twice about erasing negative comments by others—
and then think again. Openness is vital in successful blogging.
Inviting response means giving up some control of the
message. Owning the blog, however, ensures that you
have the last word.



8. MoniTor disCussion




Monitor regularly what the market is saying about your
company, its products, people, competitors, and industry
issues. Monitor not only blogs but also message boards,
forums, and Usenet newsgroups.

You can use one of the blog search engines such as
Technorati www.technorati.com
PubSub www.pubsub.org
Google Blog Search blogs.google.com
BlogPulse www.blogpulse.com
and Feedster (www.feedster.com
You can also use RSS tools such as
Bloglines www.bloglines.com

NewsGator ww.newsgator.com



Monitor Usenet with Google Groups
groups.google.com.
Monitor message boards with BoardReader
www.boardreader.com
Or, for fully integrated media monitoring, you can subscribe to
a service such as
CyberAlert www.cyberalert.com
Cymfony www.cymfony.com
Carma www.carmainternational.com
KD Paine & Partnerswww.kdpaine.com


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09 Fluid Studio Blog Seminar 801.295.9820

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