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Mima Summit October 2008
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Mima Summit October 2008

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2008 MIMA Summit

2008 MIMA Summit

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  • 1. Corporate blogger: angel or demon? Valeria Maltoni, ConversationAgent.com MIMA Summit October 1, 2008
  • 2. How do you start a blog? © 2008 Valeria Maltoni, ConversationAgent.com
  • 3. Business 1. make a profit 2. find customers 3. build brand © 2008 Valeria Maltoni, ConversationAgent.com
  • 4. Community - customers - special interest groups - partners © 2008 Valeria Maltoni, ConversationAgent.com
  • 5. Wants to 1. be heard 2. find meaning 3. gain a sense of identity © 2008 Valeria Maltoni, ConversationAgent.com
  • 6. Web properties today - stagnant content - no interaction - about company, not customer © 2008 Valeria Maltoni, ConversationAgent.com
  • 7. Blogs and social media - opportunity to: - refresh content - provide information (commerce) - create interaction © 2008 Valeria Maltoni, ConversationAgent.com
  • 8. Why blog? - learn what customers want - give your business a face - bring the conversation inside © 2008 Valeria Maltoni, ConversationAgent.com
  • 9. Corporate blogger - communicator (editor) - facilitator (community builder) - negotiator (marketer) © 2008 Valeria Maltoni, ConversationAgent.com
  • 10. There is a need to balance intellect with emotion - to educate (left brain) and illuminate (right brain) © 2008 Valeria Maltoni, ConversationAgent.com
  • 11. Characteristics of a good corporate blogger: - active listener - advocate - ambassador © 2008 Valeria Maltoni, ConversationAgent.com
  • 12. People don’t have to like you to buy your products/services. © 2008 Valeria Maltoni, ConversationAgent.com
  • 13. They do need to respect you to talk with you - to have a conversation. © 2008 Valeria Maltoni, ConversationAgent.com
  • 14. index reputation conversation © 2008 Valeria Maltoni, ConversationAgent.com
  • 15. How can you be humanly authentic? - company knows itself - internal/external alignment. - culture as platform for passion - honesty as basis for truth © 2008 Valeria Maltoni, ConversationAgent.com
  • 16. Company brand http://www.flickr.com/photos/nickwheeleroz/2773776799/ © 2008 Valeria Maltoni, ConversationAgent.com
  • 17. from one interaction many times © 2008 Valeria Maltoni, ConversationAgent.com
  • 18. to many interactions one time © 2008 Valeria Maltoni, ConversationAgent.com
  • 19. Each interaction has potential to be: - direct - relevant - memorable © 2008 Valeria Maltoni, ConversationAgent.com
  • 20. Remember that your most vocal customers are the ones who care enough to tell you how you’re doing. © 2008 Valeria Maltoni, ConversationAgent.com
  • 21. examples © 2008 Valeria Maltoni, ConversationAgent.com
  • 22. Before getting started: - add listening to your “to do’s” - do a sanity check on content - align behind the effort internally © 2008 Valeria Maltoni, ConversationAgent.com
  • 23. What is the worst that could happen? Figure out how you would respond. © 2008 Valeria Maltoni, ConversationAgent.com
  • 24. Conversation steps to dip company toes in social media and stay out of trouble © 2008 Valeria Maltoni, ConversationAgent.com
  • 25. hire great people and get out of their way (permission to represent company) © 2008 Valeria Maltoni, ConversationAgent.com
  • 26. learn to celebrate the right things (launch is just the beginning) © 2008 Valeria Maltoni, ConversationAgent.com
  • 27. read that press release as a reporter would (content first) © 2008 Valeria Maltoni, ConversationAgent.com
  • 28. join a conversation already happening to contribute (participate) © 2008 Valeria Maltoni, ConversationAgent.com
  • 29. think humans first, technology second © 2008 Valeria Maltoni, ConversationAgent.com
  • 30. be prepared to address questions, in some cases fast (this is crucial in online time) © 2008 Valeria Maltoni, ConversationAgent.com
  • 31. give customers ways to receive the information how they want it (RSS, widgets = pull) © 2008 Valeria Maltoni, ConversationAgent.com
  • 32. give your customers ways to vote on your upcoming promotion © 2008 Valeria Maltoni, ConversationAgent.com
  • 33. get to know your customers © 2008 Valeria Maltoni, ConversationAgent.com
  • 34. start with beliefs (living and breathing reasons why) © 2008 Valeria Maltoni, ConversationAgent.com
  • 35. tell stories that transmit your beliefs © 2008 Valeria Maltoni, ConversationAgent.com
  • 36. surprise customers (in a good way), show appreciation © 2008 Valeria Maltoni, ConversationAgent.com
  • 37. Your customers now have the ability to organize and some will have the desire to talk about your brand. © 2008 Valeria Maltoni, ConversationAgent.com
  • 38. Potential to: - go from B2B/B2C to P2P - talk to entire groups - learn to create content that works © 2008 Valeria Maltoni, ConversationAgent.com
  • 39. How do you empower community? - comments - tags - ability to link © 2008 Valeria Maltoni, ConversationAgent.com
  • 40. http://www.sdn.sap.com/irj/sdn/forums > Community Discussion and under Coffee Corner © 2008 Valeria Maltoni, ConversationAgent.com
  • 41. © 2008 Valeria Maltoni, ConversationAgent.com
  • 42. Frozen Pea Fund © 2008 Valeria Maltoni, ConversationAgent.com
  • 43. Not so good - getting defensive - being untruthful - not taking responsibility - spamming © 2008 Valeria Maltoni, ConversationAgent.com
  • 44. Community is a balancing act. © 2008 Valeria Maltoni, ConversationAgent.com
  • 45. http://www.marketingtwo.net © 2008 Valeria Maltoni, ConversationAgent.com
  • 46. This is uncharted territory. Navigate it with people who are in your same predicament - working for a company. © 2008 Valeria Maltoni, ConversationAgent.com
  • 47. © 2008 Valeria Maltoni, ConversationAgent.com
  • 48. Why join http://www.youtube.com/watch?v=WGiqEX-L4G8 © 2008 Valeria Maltoni, ConversationAgent.com
  • 49. © 2008 Valeria Maltoni, ConversationAgent.com
  • 50. Is is about content? Is it about interaction? Is it about commerce? © 2008 Valeria Maltoni, ConversationAgent.com
  • 51. Regardless of what you think, it’s about how blogging and social media - executed well - create a personal connection. © 2008 Valeria Maltoni, ConversationAgent.com
  • 52. Once you open the door, there is no turning back. © 2008 Valeria Maltoni, ConversationAgent.com
  • 53. Thank you. Questions? © 2008 Valeria Maltoni, ConversationAgent.com
  • 54. Corporate blogger: angel or demon? Valeria Maltoni, ConversationAgent.com MIMA Summit October 1, 2008

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