The document discusses blogging as a business tool and social media marketing. It provides tips on how companies can use blogging to engage customers, demonstrate thought leadership, manage crises, and more. It also discusses how to measure conversations and find influential stakeholders online.

1. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Blogging as a Business Tool

2. What IS a blog? KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

3. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Conversations and how we monitor them

4. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Who is standing out from the crowd ?

5. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Other things to think about

6. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... How did we get from THIS ...

7. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...to THESE ?

8. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Scale

9. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Speed

10. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Impact

11. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

12. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

13. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... What IS the blogosphere?

14. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Stakeholder Influence Analysis Who are the people with influence or that shape the opinions of others? How do you find the people and topics that matter? Buzz Monitoring & Reporting What is the sentiment of conversations? How is it changing? Net Promoters Index Take a particular topic and extract the positive comments from the negative ones

15. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Stakeholder Influence Analysis

16. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

17. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Net Promoters Index

18. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Net Promoters Index

19. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Buzz Monitoring & Reporting

20. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Live Buzz - Biggest Topics

21. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Live Buzz - Fastest Growing Topics

22. Live Buzz - Most Popular Sites KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

23. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

24. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

25. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

26. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

27. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

28. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

29. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

30. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

31. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

32. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Build communities around your business

33. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Build communities around your business

34. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Integration into a wider campaign

35. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Publicise/Promote/Blog events

36. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Publicise/Promote/Blog events

37. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... An accompaniment to e-commerce

38. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... An accompaniment to e-commerce

39. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Demonstrate thought leadership

40. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Engage with brand champions

41. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Crisis Management

42. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

43. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Tone of voice Formal, friendly, colloquial Content entry and SEO Tag number and naming, linking, images, keyword density, post length Blog type Retail, Customer Service, Thought-Leadership/Innovation, Sales Blog management (a) Define structure: Admins, authors, contributors, approval process Other factors to consider

44. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Moderation Who and how are you going to manage the conversation? Blogger Outreach How are you going to engage with influencers and who is going to do it? Legal Lay solid foundations for a safe blogging environment. Let everyone know where they stand. Other factors to consider Blog management (b) How often, when, who, coordination with other channels

45. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Widening blog reach

46. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Widening blog reach

47. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Widening blog reach

49. Thanks KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................