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Presents. Blogs and social media Session 1: Intro to Corporate Blogging.

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Presentation on theme: "Presents. Blogs and social media Session 1: Intro to Corporate Blogging."— Presentation transcript:

1 presents

2 Blogs and social media Session 1: Intro to Corporate Blogging

3 © illuminea All rights reserved. Table of Contents Introduction What is a blog? What makes it a blog? Why should we care? Benefits and challenges Case studies The primary social networking sites Corporate blogging etiquette



6 © illuminea All rights reserved. Dell sucks Thousands of frustrated consumers eventually commented on and linked to my blog, saying, "I agree." I blogged an open letter…join the conversation your customers are having without you.


8 © illuminea All rights reserved.

9 Dell joined the conversation


11 © illuminea All rights reserved.

12 Other Dell social efforts 1980s: listservs, for example. April 2006: Online Community Outreach team July 2006: Direct2Dell blog and burning batteriesDirect2Dell Summer 2006: Expanded blog outreach to include any conversations about Dell. Sept. 2006: StudioDell Early 2007: IdeaStorm – tell Dell what to doIdeaStorm Tech Brad on Yahoo Answers – so popular being used in ads

13 © illuminea All rights reserved. Happy ending In the age of customers empowered by blogs and social media, Dell has leapt from worst to first." – Jeff Jarvis, Business WeekJeff Jarvis, Business Week First step: Dell dispatched technicians to reach out to complaining bloggers and solve their problems, earning pleasantly surprised buzz in return.

14 © illuminea All rights reserved. "These conversations are going to occur whether you like it or not, O.K.? Well, do you want to be part of that or not? My argument is you absolutely do. You can learn from that. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation. – Michael Dell

15 © illuminea All rights reserved. Michael Dell: I think a strong company is one that constantly learns. One of the best ways to constantly learn is to really listen to customers. The rapidly changing tech landscape makes it efficient and easier than ever before to listen, learn and connect with customers. The emergence of social media is a tremendous opportunity to bring the "outside" in to your company.

16 © illuminea All rights reserved. Measurable results Dell saw a 27 point decrease in negative blog posts, from 49 percent at the peak of Dell Hell to the current 22 percent. Cost would have been hundreds of millions for similar ad campaign.

17 © illuminea All rights reserved. Michael Dell: "A company this size is not going to be about a couple of people coming up with ideas. It's going to be about millions of people and harnessing the power of those ideas."

18 © illuminea All rights reserved. Tips from Bob Pearson, Dell 1.Focus group with 10 people, or listen to 10,000? 2.Customers = partners 3.Communities > individuals 4.You should be easy to see and talk to 5.Be truthful, transparent, diligent 6.Customers = people, not lines of business 7.Dont try to fit old thinking to new environment. New set of metrics.

19 © illuminea All rights reserved. Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning, as people share their stories, and understandings. - WikipediaWikipedia What is social media?

20 © illuminea All rights reserved. Social media is... a way of using the Internet to instantly collaborate, share information, or have a conversation ideas or causes we care about. Its a world where anyone can be a publisher, a reporter, an artist, a filmmaker, a photographer or pundit …. Even an activist or citizen philanthropist! - Beth Kanter in presentationpresentation What is social media?

21 © illuminea All rights reserved. Best way to find out is to compare to what we had before: Newspapers Magazines Television Radio Books CDs DVDs A box of photos Physical, paper mail and catalogs Yellow Pages What is social media?

22 © illuminea All rights reserved. 1.Can be changed 2.Can participate 3.Can sense popularity – comments, bookmarks, Techmeme 4.Archives 5.Mixed media – photos, videos 6.No publishing committees 7.Infinite – no quantity limits like words or time 8.Syndicated - openness 9.Mashable – widgets from 3 rd parties - Robert ScobleRobert Scoble What is social media?

23 © illuminea All rights reserved. What is social media?

24 © illuminea All rights reserved.

25 Sites considered social media: Blogs Message boards Forums Social networks Video sharing Microblogging Slideshows Picture sharing (Photobucket) Podcasts Vidcasts Wikis Groups Virtual words or communities (Second life)

26 Base: US online adult social networking site users, Source: North American Technographics Media And Marketing Online Survey, Q3 2007

27 © illuminea All rights reserved. What is Web 2.0? Web 1.0Web 2.0 DoubleClick Google AdSense OfotoFlickr AkamaiBitTorrent mp3.comNapster Britannica OnlineWikipedia personal websitesblogging evite domain name speculation SEO page viewscost per click screen scrapingweb services Publishingparticipation CMSWikis directories (taxonomy)tagging ("folksonomy") Stickinesssyndication

28 What is a blog?

29 Portmanteau of weblog Written in chronological order Displayed in reverse chronological order A verb From Wikipedia entry for Blog

30 © illuminea All rights reserved. RSS Really Simple Syndication RSS in plain English

31 © illuminea All rights reserved.

32 RSS Benefits Portable Mashable No , guaranteed delivery Secure channel, cant be spammed Easily share More visibility Good for time- sensitive info (special deals, etc., events) Users can control flow of info -> trust Builds up inbound links

33 © illuminea All rights reserved. Trackbacks Tells other blogs you linked to them, and then an excerpt of your post appears with a link back to your blog in the comments section of their post that you linked to

34 © illuminea All rights reserved. Pingbacks You get a notification that other bloggers linked to your blog, and an excerpt of their post appears on your blog with a link to their blog (opposite of trackbacks)

35 © illuminea All rights reserved. Example of pingback

36 © illuminea All rights reserved. Comments

37 © illuminea All rights reserved. Pings Blogs set up to ping send an automatic message to tens or hundreds of blog directories, telling them you just published something new. This not only spreads your blog further, but Google is known to follow these blog directories, and it helps Google pick up on new blogs quickly. is an example of a pinging

38 © illuminea All rights reserved. Tags Good for search engines; gives them more info on what the post is about Good for Technorati blog directoryTechnorati Good for finer categorization of posts

39 Tagging

40 © illuminea All rights reserved.

41 Its a new media world that really returns us to old Main Street ethics. A shopkeeper within the town builds great relationships with his/her community members. Theres an intrinsic understanding that they need the community as much if not more so than the community needs the shop. And so the shopkeeper works hard for the community, and treats it well. - The Participation EthosThe Participation Ethos

42 Isnt it a waste of time?

43 © illuminea All rights reserved. Other wastes of time: Airplanes are interesting toys but of no military value. –Marechal Ferdinand FochMarechal Ferdinand Foch The wireless music box has no imaginable commercial value. Who would pay for a message sent to nobody in particular? –David Sarnoffs associates in response to his urgings for investment in the radio in the 1920s.David Sarnoffs Who the hell wants to hear actors talk? --H.M. Harry Warner, Warner Brothers, H.M. Harry Warner,Warner Brothers

44 Social computing is not a fad. Nor is it something that will pass you or your company by. Gradually, social computing will impact almost every role, at every kind of company, in all parts of the world. - Forrester Research, Social Computing – How Networks Erode Institutional Power, And What To Do About ItSocial Computing – How Networks Erode Institutional Power, And What To Do About It

45 Why should I care about social media?

46 © illuminea All rights reserved. The blogosphere – youre already there

47 © illuminea All rights reserved. The blogosphere is doubling in size every 6 months

48 © illuminea All rights reserved.

49 Growth of the blogosphere It is now over 60 times bigger than it was 3 years ago On average, a new weblog is created every second of every day 19.4 million bloggers (55%) are still posting 3 months after their blogs are created Technorati tracks about 1.2 Million new blog posts each day, about 50,000 per hour 34% of large corporations currently have a blog solution, 70% plan one by the end of the year

50 © illuminea All rights reserved. Whos on the web? 70% of US adults use the Internet 91% of Internet users use 91% use search engines 39% read blogs 5 of the top 10 most-visited sites are social

51 © illuminea All rights reserved.


53 Word of Mouth - Trust

54 © illuminea All rights reserved. What do you prefer?

55 © illuminea All rights reserved.

56 Word of Mouth It is claimed that a satisfied customer tells an average of three people about a product or service he/she likes, and eleven people about a product or service which he/she did not like.[3] Viral marketing is based on this natural human behaviour. (Wikipedia)[3]

57 © illuminea All rights reserved. They dont buy it anymore "76% of consumers don't believe that companies tell the truth in advertising." Yankelovich "85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom." (McKinsey & Co.)

58 © illuminea All rights reserved. They dont buy it anymore "In 1965, 80% of year olds in the US could be reached with three 60-second TV spots. In 2002, it required prime- time commercials to do the same." Jim Stengel, Global Marketing Officer, P&G

59 © illuminea All rights reserved.


61 Blogs and online user generated media content are reliable sources in North America. Asia & Europe are a close second and third.

62 © illuminea All rights reserved.

63 WOM Spending …more than $1 billion is spent a year on word-of-mouth campaigns targeting Influentials, an amount growing at 36% a year, faster than any other part of marketing and advertising. Thats on top of billions more in PR and ads leveled at the cognoscenti. The Age and Influence of Social Media

64 Show me the money

65 © illuminea All rights reserved. ROI for Social Networking Community users remain customers 50% longer than non-community users. (AT&T, 2002) 43% of support forums visits are in lieu of opening up a support case. (Cisco, 2004). Community users spend 54% more than non-community users (EBay, 2006) In customer support, live interaction costs 87% more per transaction on average than forums and other web self- service options. (ASP, 2002) Cost per interaction in customers support averages $12 via the contact center versus $0.25 via self-service options. (Forrester, 2006)

66 © illuminea All rights reserved. ROI Community users visit nine times more often than non-community users (McKinsey, 2000). Community users have four times as many page views as non-community users (McKinsey, 2000). 56% percent of online community members log in once a day or more (Annenberg, 2007) Customers report good experiences in forums more than twice as often as they do via calls or mail. (Jupiter, 2006)

67 © illuminea All rights reserved. Measurable results: ROI Media attention Speaking requests Customer loyalty Inbound links to the blog Search engine ranking for the corporate site

68 © illuminea All rights reserved. Measurable results: ROI Corporate website traffic Leads/sales initiated Volume of blog traffic Technorati and other credible rankings Search engine ranking for the blog

69 © illuminea All rights reserved. Measurable results: ROI Increased company visibility within the industry Increased media coverage Improved customer loyalty Increased sales leads/revenue/new customers

70 © illuminea All rights reserved. Todays leading brand Source: Millward Browns BrandzMillward Browns Brandz

71 © illuminea All rights reserved. Nature of advantage is shifting The big boys: Coke, P&G Google Decades and billions$0 on ads

72 © illuminea All rights reserved.

73 To blog or not to blog? The answer, simply enough, is to blog. No better opportunity exists to engage in an open dialog and exchange of ideas with customers and potential customers. Bob Lutz, Vice Chairman, General Motors

74 "If you blog, you exist." - Shai Agassi, former Board Member, SAP

75 © illuminea All rights reserved. Benefits Low cost and fast to set up Transparent and authentic Information is always up-to-date Blogging is innovative = you are innovative Inexpensive tool for external communication Quickly respond to critics

76 © illuminea All rights reserved. Benefits: Reach Get the right information to the right people at the right time. Broad reach via RSS and subscriptions Opening a new marketing channel for products and services

77 © illuminea All rights reserved. Benefits: Financial Test out ideas on the blog before development Forrester research: savings from customer insights Low-cost, targeted for recessions: Brands which took advantage of social media marketing in 2007 avoided the slump in sales which affected some sectors and profited from their efforts, a new report has claimed.a new report has claimed

78 © illuminea All rights reserved. Benefits: Search Engines Increased site traffic Increased rankings Search engines like: –Sites that publish fresh content –Sites with inbound links –Keywords

79 © illuminea All rights reserved. Benefits: Thought Leadership Position you and your company as thought leaders in competitive markets Establish a true, credible voice in the marketplace Gain knowledge, stay on top of your field Tim Ferris launched The 4 Hour Workweek to New York Times bestseller list through bloggingThe 4 Hour Workweek

80 © illuminea All rights reserved. Benefits: Branding Strengthen and promote your brand Give your company a human face Forrester research: increased brand visibility Forrester research: reduced impact from negative user-generated content, and increased sales efficiency

81 © illuminea All rights reserved. Benefits: PR Free and controlled news desk Damage control! Rapid response tool Create buzz - give small hints abt. new products, generate press interest Announce conferences/events Product development and launch

82 © illuminea All rights reserved. Benefits: Customer Relations Customer queries answered leading to reduced customer service or technical support calls Enhance customer loyalty Build sense of community Turn customers into your sales force Reach an active, passionate consumer base Reach people on their own terms

83 © illuminea All rights reserved. Benefits: Lead Generation Better communication with prospects Leverage existing customer base to spread your message Increased enquiries generated; subscriptions to newsletter/rss = ongoing A living white paper

84 © illuminea All rights reserved. Benefits: Lead Generation Customer support Education-based marketing More friends = Word of Mouth - 80% of online users trust the opinion of a friend or acquaintance more than any other possible web source

85 © illuminea All rights reserved. Benefits - miscellaneous Put a human face on the company Comment = customer buy-in Leverage opinion leaders influence

86 © illuminea All rights reserved. Benefits: Intelligence GM's Fastlane Blogs Bob Lutz, says he receives better consumer intelligence from reading the comments on his blog than those from traditional market research channels, like surveys and focus groups.GM's Fastlane Blog Quickly and easily poll your customers Get feedback Build better products from 2-way conversation

87 © illuminea All rights reserved. Benefits: Collaboration Company news and updates Project notes Centralized archives Instant documentation

88 © illuminea All rights reserved. Industry Benefits: B2B What going on in my market? What are my competitors doing? What activities do my buyers engage in?

89 © illuminea All rights reserved. Challenges Open criticism Lack of control Time consuming Need to be consistent Need to make changes in how you work Your audience is not online Need to teach staff about it.

90 Ive never really found the time to blog, so to speak....I always have my BlackBerry with me. When Im feeling inspired I jot something down. Ive always been this way. Bob Lutz, Vice President General Motors

91 © illuminea All rights reserved. Challenges Compliance and legal issues Untrustworthy member data 50% of blogs abandoned within 90 days Loss in workplace productivity Hard to measure success Need for openness

92 © illuminea All rights reserved. Challenges Most blogs dont get a lot of traffic No ending date Blogging employees dont represent the brand Cost – GMs cost $240k

93 © illuminea All rights reserved.

94 The only people for whom Social Media is bad are liars.

95 Companies who should have cared, but didnt

96 © illuminea All rights reserved. Comcast couch guy

97 © illuminea All rights reserved. AOL – cancel my account!

98 © illuminea All rights reserved. May 2007: …earlier yesterday technology blog Engadget published what it claimed was an internal from Apple that stated the iPhone launch would be delayed until October and that the Leopard operating system would be delayed until January Six minutes after the post, Apple's share value had sunk to $103.42, cutting Apple's company value by $4bn. - TechCrunchTechCrunch Applegate

99 © illuminea All rights reserved. Applegate Apple has received formal government approval to sell its much-anticipated iPhone in the US, just a day after a bogus , dubbed "Applegate", wiped $4bn from the company's stock market value. - Guardian Guardian

100 © illuminea All rights reserved.

101 Target PR Nightmare Rep from non-profit concerned with media and marketings impact on kids writes to Target objecting to their ad. Target: unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.

102 © illuminea All rights reserved. uh oh…

103 © illuminea All rights reserved. = PR nightmare

104 © illuminea All rights reserved. Target was publicly slammed for having questionable advertising practices and elitist public relations policies. Story was picked up and repeated thoughout the blogosphere Target PR Nightmare

105 © illuminea All rights reserved. Target PR Nightmare Shaping Youth is a small, grass-roots organization - that has a blog. Target is #33 in the Fortune 50 - with $59 Billion in revenue - but no blog.

106 When social media came to the rescue…

107 © illuminea All rights reserved. Johnson&Johnson sues Red Cross over use of Red Cross! J&J takes the dialogue beyond the standard corporate PR, and posts about this on their blog. vs.

108 © illuminea All rights reserved.

109 The result? A large number of comments and stories generally providing broad support for J&J's point of view. While there are negative comments, the blog achieved what no other crisis communication's vehicle would have delivered. vs.

110 © illuminea All rights reserved. GM leader in social media GM launched blog in 2005 – FastlaneFastlane Written by Vice Chairman 200 years: GM expanding social media strategy to include GMNextGMNext Isnt that a waste of time?

111 © illuminea All rights reserved. GM says yes to SM Forrester compared the results of GMs Fastlane blog to those of a focus group, and since a focus group costs about $15,000 a month, which works out to $180,000 each year, GM has achieved similar results via their blog, and saved itself $180,000 in cash per year.

112 © illuminea All rights reserved. GM is trying to engage their customers one car at a time.GM is trying to engage their customers one car at a time Transparency Increases chances of reaching younger buyers Profit? Increase of 2.6% in sales compared with January last year. GM says yes to SM

113 © illuminea All rights reserved. Growing pains: Ford Ford recently released their first social media release.their first social media release Fords lawyers did a very unsocial thing and stopped some of their most exuberant fans from printing up a fan calendar with photos of their own Ford cars in it.

114 © illuminea All rights reserved. The folks at BMC (Black Mustang Club) automotive forum wanted to put together a calendar featuring members cars, and print it through CafePress. Photos were submitted, the layout was set, and… CafePress notifies the site admin that pictures of Ford cars cannot be printed. Not just Ford logos, not just Mustang logos, the car -as a whole- is a Ford trademark and its image cant be reproduced without permission. So even though Ford has a lineup of enthusiasts who want to show off their Ford cars, the company is bent on alienating them. Them being some of the most loyal owners and future buyers that they have. Or rather, that they had, because many have decided that they will not be doing business with Ford again if this matter isnt resolved. (From BoingBoing - read more there)From BoingBoing Growing pains: Ford

115 © illuminea All rights reserved. Ford pulled the spark-plug right outta their hearts. – Todd DefrenFord pulled the spark-plug right outta their hearts Source:

116 Social Media Trends

117 © illuminea All rights reserved. Primary social networks


119 © illuminea All rights reserved. Facebook Events Causes Articles/Posts Shared Items Pages Photos/Videos Mass mailing

120 © illuminea All rights reserved. facebook statistics million users. Over 40% over 35 Over 42m monthly uniques Over 78m widgets 6000 applications deployed Average visitor stays 20 minutes College educated White collar - Source: Your Facebook Strategy: Opportunities of a Ready-Made PlatformYour Facebook Strategy: Opportunities of a Ready-Made Platform

121 © illuminea All rights reserved. Things you can do with fb Conduct polls – 25 cents per responsepolls Facebook insights: Track demographicsinsights Add Flash or HTML to a Page Track page stats Tags in notes, videos, photos

122 © illuminea All rights reserved. Companies with fb widgets American Airlines: Travel Bag, lets Facebook friends share personal tips and experiences. Goal: to know more about travel preferences Coors Light - Consumers 21 and older able to send their friends invitations to meet for Coors Light

123 © illuminea All rights reserved. Power of facebook UK bank HSBC reinstitutes overdraft fees for recent college grads. 6,000 on facebook threaten boycott Ernst & Young answers questions from college students on facebook

124 © illuminea All rights reserved.

125 What is twitter?

126 © illuminea All rights reserved. Ways to use twitter Personal Branding Get feedback Hire people Direct traffic Read news Network Company intranet Notify your customers Event updates Find prospects Provide live coverage Set up meetings Support your social media strategy – get votes for articles, etc.

127 © illuminea All rights reserved. Whos on twitter Carnival Cruise linesCarnival Cruise Intel Software Adaptive Path PodTech Network Hillary Clinton Barack Obama Comcast Direct2Dell Dell Outlet JetBlue Airways

128 © illuminea All rights reserved. twitter case study: Comcast noticed a tweet from Michael Arrington, Eliason reached out to help, and Comcast soon dispatched a team to Arringtons house to fix his Internet connection. It was, Eliason says, a turning point, but not in quite the way youd think. Sure, Arringtons experience with Eliason turned into a lengthy post on TechCrunch, but what seems to have interested Eliason more is how his Twitter followers rallied around him when some said that Comcast had only helped Arrington because he was Arrington. No, his supporters said, hed helped out many other people too. Comcastcares was forming relationships.a lengthy post on TechCrunch

129 © illuminea All rights reserved. twitter for B2B Sign up and spread the word Use it as a portable broadcasting channel Share knowledge from events Get feedback and opinions Publish product/service updates with links to site Publish useful info about your industry

130 © illuminea All rights reserved.



133 StumbleUpon for business Personalize your profile page. Join communities related to your business Add friends with similar interests Stumble often Label and tag your submitted pages appropriately Sponsor your site – very cheap and targeted

134 © illuminea All rights reserved.

135 Digg/ Digg home page = internet windfall with 20 million uniques per month Track trends and see whats hot on the web Use as collaboration tool for sharing important info

136 © illuminea All rights reserved.

137 friendfeed Lifestream Put it all in one place

138 © illuminea All rights reserved.

139 YouTube 100 million videos watched every day Brand your video Less than 1 minute Put URL in description Create your own channel Choose good screenshot Use words like exclusive Push push push! Youve got 48 hours!

140 © illuminea All rights reserved. Second Life More than 10 million user accounts 1.5 million residents log in every month Over $1m US spent every day (1 st millionaire) Can own private property

141 © illuminea All rights reserved. Second life and branding Toyota – in-game models to promote Scion Peugeuot – virtual race track coincided with Frankfurt Motor Show BBC Radio 1 – stage with avatars of presenters and bands performing, virtual digital radio to listen

142 © illuminea All rights reserved. Social media overload

143 © illuminea All rights reserved.

144 To social or not to social? Can I spare the time? What will the lawyers say? Will my employees waste time? Will my brand be damaged? Can I write? Will I see business results? Is it too technical for me? Im afraid of losing control.

145 How to social

146 © illuminea All rights reserved. How to social Have a personality Dont be afraid of failure Pick the right social media for your audience Make friends Add value to the community Dont self-promote

147 © illuminea All rights reserved. How to social (cont) Be accurate Be transparent Be patient Increase your linkability Make tagging and bookmarking easy Help your content travel

148 © illuminea All rights reserved. If you give to your community 95% of the time, you win the right to take, i.e. promote yourself. Without giving, there is no taking.

149 © illuminea All rights reserved. How to set up guidelines Clarify what is off limits Can employees social on company time? Disclaimer? Be careful…

150 © illuminea All rights reserved. Wholefoods blogWholefoods blog, Nov Dear Stakeholders, A Special Committee of our Board of Directors' is conducting an independent internal investigation into online financial message board postings related to Whole Foods Market and Wild Oats Markets. In light of this, it is in the best interest of the company to temporarily hold off on posting on my Company blog. The ability to post comments to this blog will be disabled during this time as well. I look forward to resuming our conversations and plan on being in touch with you again soon. Best regards, John

151 4 basic rules for social activity Personal Responsibility Keep Rules Keep Secrets Be Nice

152 © illuminea All rights reserved. Setting up social guidelines Do not defame a colleague or discuss their behavior Do not write anything defamatory Do (or do not) social on company time Do not reveal confidential info or trade secrets. Do not refer to customers or partners without their permission Copyright

153 © illuminea All rights reserved. Setting up social ethics (Do not) Avoid inflammatory or controversial topics. Respect your audience Take privacy seriously

154 © illuminea All rights reserved. Why business blogs fail 1.Not getting many comments 2.Not enough subscribers 3.Didn't see any increase in traffic to their website 4.Too hard to come up with new content every week 5.Couldn't figure out how to promote their products and services

155 Over 50% of blogs are abandoned within 90 days. So lets get it right…

156 First and foremost…Strategy!

157 © illuminea All rights reserved. Strategy questions 1.What are our goals? 2.Who is our audience? Are they using SM? 3.What will it take to get there? 4.Activities and tactics: what will you do? 5.Outcomes and benchmarks: what happened?

158 © illuminea All rights reserved. Goals Impacts Improved Services to Members Improved Positioning of Organization Greater involvement of Members in the organization Growth of the organization

159 © illuminea All rights reserved. Goals Programs –Organizational Capacity –Partnerships or Alliances –New Members –New Gatekeepers –New Donors/Sponsors –More or Diversified Funding –Organizational Visibility or Recognition Positioning –Media Coverage –Awareness –Salience –Attitudes or Beliefs - Commitment –Public Will –Membership Growth Growth of non-traditional membership demographic - new audiences

160 © illuminea All rights reserved. Audience Members Nonmembers Industry/Community Leaders Investors Business Leaders Sponsors/Donors Popular Culture Gatekeepers Media Staff/Volunteers

161 © illuminea All rights reserved. Whos on the web? 70% of US adults 17% of global adults 91% of internet users use 91% use search engines 67% get news 66% visit a government website 39% read blogs 93% of teens are online

162 © illuminea All rights reserved. Audience Are they using SM? Yes. Continue with strategy planning No. Answer questions about age, gender, etc.

163 © illuminea All rights reserved. Does my audience use SM? 1.Age 2.Gender 3.Occupation 4.(What else?) 5.Social network Tool: Forrester Social Technographic Ladder

164 © illuminea All rights reserved. What will it take? Capacity: Funding – can be costly: GM's program cost $240k, but it had a profitable ROI. Skills Infrastructure Staff

165 © illuminea All rights reserved. What will it take? Preparation and planning Data Problem assessment Goal setting Partners Message Materials

166 © illuminea All rights reserved. Activities and tactics Evaluation, Analysis, Research Relationship Building with Decision- Makers and Thought Leaders Board, Staff, Gatekeeper Education Proposal Development

167 © illuminea All rights reserved. Activities and Tactics PR Newsletter (electronic or print) Media coverage Briefings/Presentations Viral - participation within existing communities Blogs

168 © illuminea All rights reserved. Outcomes and Benchmarks Benchmark first, so you can measure success. Desired outcomes: –New partnerships –New users/clients –Embracing new demographic –New sponsors/donors –Increased funding/profits –Increased visibility –Brand strengthening –Media coverage –Awareness

169 © illuminea All rights reserved. Forresters POST People – who are you targeting – social technographic toolsocial technographic tool Objectives – what are your goals Strategy – how will you do this Technology – what tools will you use

170 © illuminea All rights reserved. Types of people – Forrester Creators – publishers of original material Critics – ratings, comments, forums, wiki Collectors – tags, rss feeds, digg Joiners – has profile on social networks Spectators – reads, watches, listens Inactives - nada - The Forrester Social Technographics LadderThe Forrester Social Technographics Ladder

171 © illuminea All rights reserved.


173 Co-marketers Brand Evangelists - they LOVE you. Promoters - they are loyal, but not crazy, and will promote you. Co-creators - These people thrive on being part of a group that helps you make a product better, launch a new product, advise you on new menu items or even helps you co-create marketing.

174 © illuminea All rights reserved. Objectives Listening – learn from customers (used to be research) Speaking – create emotional attachment, advertising (marketing) Energizing – Excite your fans, WOM (sales) Supporting – peer-to-peer support (support) Embracing – Members become contributors (development)

175 © illuminea All rights reserved. Strategizing Build or join Experimentation Market intelligence Advertising Embrace and lead communities Deploy campaign

176 © illuminea All rights reserved. Novice aware, monitoring and observing. Experimenting Intermediate Has deployed other SM strategies. Increasing budget and resources. Joining groups, etc. Advanced Uses SM tools for product launches, crises, etc. Deploying apps etc.

177 © illuminea All rights reserved. Levels of Corporate Adoption "The Tower" - Purely centralized adoption of social media tools; Central person/organization that mandates all social media activities. "The Tire" - Uncoordinated adoption at the edge of the organization; Organization that works on the edges of the company. Not coordinated. "Hub & Spoke" - Best model. Central organization with flexibility at the edges.

178 © illuminea All rights reserved. Roles Social media strategist: organizes and supports the program Internal facing program manager Community manager External facing program manager Customer support PR Blogger Relations, etc.

179 © illuminea All rights reserved. How Cant spread yourself too thin, or you wont have any results Listen before speaking – needs of members first Members are in control Allow for discussions Be transparent – admit youre marketing Become a resource – best way to start Integrate with other marketing initiatives

180 Setting up a blog strategy

181 © illuminea All rights reserved. Step 1: Goals Why? Who? What?

182 © illuminea All rights reserved. Step 2: Naming your blog Blog is extension of brand and marketing goals Research competitors blogs Research industry keywords: Keyword Discovery or WordtrackerKeyword DiscoveryWordtracker Simple URL

183 © illuminea All rights reserved. Step 3: Incorporate with site Give blog prominent placement in sites navigation and vice versa Share branding elements: colors, styles, fonts Publish press release/newsletter announcment

184 © illuminea All rights reserved. Design Simple, uncluttered – dont make them think! Attractive=professional; branding Do not use a template, and if you do, make sure youve modified it enough. About page! Examples: uses templateuses template Ogilvy, Hill & Knowlton, CEO and Senior Exec blogsOgilvyHill & KnowltonCEO and Senior Exec blogs

185 © illuminea All rights reserved. Selecting a platform Blogger Typepad Movable Type

186 © illuminea All rights reserved. Spice it up Latest readers Recent comments Categories Tag cloud Recent posts Featured video Photo gallery Subscribe to /RSS

187 © illuminea All rights reserved. Create blogging strategy Write with a human voice Post frequently Be transparent about whos writing Create a conversation Link to useful resources Comment on other blogs

188 © illuminea All rights reserved. Blog etiquette Try to balance facts and opinion Link to reliable sources Be careful…

189 © illuminea All rights reserved. Measure your progress Feedburner Technorati twitter Blogpulse Google Blog Search Compete Google Analytics Alexa Social networks

190 © illuminea All rights reserved. Identifying key bloggers Technorati Google blog search Blogpulse Techmeme Blog directories Other blogs

191 © illuminea All rights reserved. Staying on top of things Google Alerts RSS feeds subscriptions Aggregators (popurls, Techmeme, twitter, facebook, MediaPost)

192 Blog Promotion

193 © illuminea All rights reserved. Linking Strategies Identify A-listers Use your RSS reader Seize opportunities Use keywords

194 © illuminea All rights reserved. Search Engines Submit Keywords Adwords Backlinks GMOZ

195 © illuminea All rights reserved. Guest blogging Carefully select blogs Bio with link to site

196 © illuminea All rights reserved. Commenting Mini posts Do it regularly Be useful! Engage with your commenters

197 © illuminea All rights reserved. Blog Carnival or contest

198 © illuminea All rights reserved. Press Releases PR Web Business Wire Social Media Press Release

199 © illuminea All rights reserved. Free white paper Only for subscribers Give links for reviews Allow free distribution Place on scribd, docstoc, slideshare

200 Schedule and tasks

201 © illuminea All rights reserved. Basic Weekly Blog Schedule ½-1 hour 3 times/wk Read RSS feeds and Google Alerts find new blogs 3-5 posts/wkWrite blog posts 1 hour/wkManaging comments & responding 1 hour a weekWriting comments on other blogs 2 hours/wkStudy analytics (subscribers, visitors, web mentions)

202 © illuminea All rights reserved. Bonus blog tasks Write pillar articles Interview a celebrity Guest blog on other sites Release press release Adwords campaign Create a video Offer free white paper

203 © illuminea All rights reserved. Simulation: Blog for Accelerate Accelerate is a new sports drink released by Enerdrinks Ltd. Enerdrinks is a small company with limited resources that wants to increase brand awareness. Accelerate is unique for the following reasons: 1.Organic, no chemicals etc. 2.Special squeezy bottle with velcro strap for portability 3.Green promotion: Every purchase puts 10 cents to buy a tree Accelerate is targeting year olds, and while they dont have much money, they can afford to invest time in a blog. Help them create a blogging strategy.

204 © illuminea All rights reserved. Accelerate Blog Strategy Who are they targeting? What are their goals for the blog? What steps do they need to take? Current state of brand? Competitors? Activities Extra offerings Guidelines Layout What are you measuring?

205 © illuminea All rights reserved. Listen ParticipateRespond

206 © illuminea All rights reserved. The web is the network

207 "To find something comparable, you have to go back 500 years to the printing press, the birth of mass media...Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it's the people who are taking control." Rupert Murdoch, quoted in Wired, July 2006.

208 Thank you! Also see us at: WordPressGarage israelplug Twitter facebook

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