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Mima Summit October 2008
 

Mima Summit October 2008

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2008 MIMA Summit

2008 MIMA Summit

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    Mima Summit October 2008 Mima Summit October 2008 Presentation Transcript

    • Corporate blogger: angel or demon? Valeria Maltoni, ConversationAgent.com MIMA Summit October 1, 2008
    • How do you start a blog? © 2008 Valeria Maltoni, ConversationAgent.com
    • Business 1. make a profit 2. find customers 3. build brand © 2008 Valeria Maltoni, ConversationAgent.com
    • Community - customers - special interest groups - partners © 2008 Valeria Maltoni, ConversationAgent.com
    • Wants to 1. be heard 2. find meaning 3. gain a sense of identity © 2008 Valeria Maltoni, ConversationAgent.com
    • Web properties today - stagnant content - no interaction - about company, not customer © 2008 Valeria Maltoni, ConversationAgent.com
    • Blogs and social media - opportunity to: - refresh content - provide information (commerce) - create interaction © 2008 Valeria Maltoni, ConversationAgent.com
    • Why blog? - learn what customers want - give your business a face - bring the conversation inside © 2008 Valeria Maltoni, ConversationAgent.com
    • Corporate blogger - communicator (editor) - facilitator (community builder) - negotiator (marketer) © 2008 Valeria Maltoni, ConversationAgent.com
    • There is a need to balance intellect with emotion - to educate (left brain) and illuminate (right brain) © 2008 Valeria Maltoni, ConversationAgent.com
    • Characteristics of a good corporate blogger: - active listener - advocate - ambassador © 2008 Valeria Maltoni, ConversationAgent.com
    • People don’t have to like you to buy your products/services. © 2008 Valeria Maltoni, ConversationAgent.com
    • They do need to respect you to talk with you - to have a conversation. © 2008 Valeria Maltoni, ConversationAgent.com
    • index reputation conversation © 2008 Valeria Maltoni, ConversationAgent.com
    • 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
    • Company brand http://www.flickr.com/photos/nickwheeleroz/2773776799/ © 2008 Valeria Maltoni, ConversationAgent.com
    • from one interaction many times © 2008 Valeria Maltoni, ConversationAgent.com
    • to many interactions one time © 2008 Valeria Maltoni, ConversationAgent.com
    • Each interaction has potential to be: - direct - relevant - memorable © 2008 Valeria Maltoni, ConversationAgent.com
    • Remember that your most vocal customers are the ones who care enough to tell you how you’re doing. © 2008 Valeria Maltoni, ConversationAgent.com
    • examples © 2008 Valeria Maltoni, ConversationAgent.com
    • 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
    • What is the worst that could happen? Figure out how you would respond. © 2008 Valeria Maltoni, ConversationAgent.com
    • Conversation steps to dip company toes in social media and stay out of trouble © 2008 Valeria Maltoni, ConversationAgent.com
    • hire great people and get out of their way (permission to represent company) © 2008 Valeria Maltoni, ConversationAgent.com
    • learn to celebrate the right things (launch is just the beginning) © 2008 Valeria Maltoni, ConversationAgent.com
    • read that press release as a reporter would (content first) © 2008 Valeria Maltoni, ConversationAgent.com
    • join a conversation already happening to contribute (participate) © 2008 Valeria Maltoni, ConversationAgent.com
    • think humans first, technology second © 2008 Valeria Maltoni, ConversationAgent.com
    • be prepared to address questions, in some cases fast (this is crucial in online time) © 2008 Valeria Maltoni, ConversationAgent.com
    • give customers ways to receive the information how they want it (RSS, widgets = pull) © 2008 Valeria Maltoni, ConversationAgent.com
    • give your customers ways to vote on your upcoming promotion © 2008 Valeria Maltoni, ConversationAgent.com
    • get to know your customers © 2008 Valeria Maltoni, ConversationAgent.com
    • start with beliefs (living and breathing reasons why) © 2008 Valeria Maltoni, ConversationAgent.com
    • tell stories that transmit your beliefs © 2008 Valeria Maltoni, ConversationAgent.com
    • surprise customers (in a good way), show appreciation © 2008 Valeria Maltoni, ConversationAgent.com
    • Your customers now have the ability to organize and some will have the desire to talk about your brand. © 2008 Valeria Maltoni, ConversationAgent.com
    • Potential to: - go from B2B/B2C to P2P - talk to entire groups - learn to create content that works © 2008 Valeria Maltoni, ConversationAgent.com
    • How do you empower community? - comments - tags - ability to link © 2008 Valeria Maltoni, ConversationAgent.com
    • http://www.sdn.sap.com/irj/sdn/forums > Community Discussion and under Coffee Corner © 2008 Valeria Maltoni, ConversationAgent.com
    • © 2008 Valeria Maltoni, ConversationAgent.com
    • Frozen Pea Fund © 2008 Valeria Maltoni, ConversationAgent.com
    • Not so good - getting defensive - being untruthful - not taking responsibility - spamming © 2008 Valeria Maltoni, ConversationAgent.com
    • Community is a balancing act. © 2008 Valeria Maltoni, ConversationAgent.com
    • http://www.marketingtwo.net © 2008 Valeria Maltoni, ConversationAgent.com
    • This is uncharted territory. Navigate it with people who are in your same predicament - working for a company. © 2008 Valeria Maltoni, ConversationAgent.com
    • © 2008 Valeria Maltoni, ConversationAgent.com
    • Why join http://www.youtube.com/watch?v=WGiqEX-L4G8 © 2008 Valeria Maltoni, ConversationAgent.com
    • © 2008 Valeria Maltoni, ConversationAgent.com
    • Is is about content? Is it about interaction? Is it about commerce? © 2008 Valeria Maltoni, ConversationAgent.com
    • Regardless of what you think, it’s about how blogging and social media - executed well - create a personal connection. © 2008 Valeria Maltoni, ConversationAgent.com
    • Once you open the door, there is no turning back. © 2008 Valeria Maltoni, ConversationAgent.com
    • Thank you. Questions? © 2008 Valeria Maltoni, ConversationAgent.com
    • Corporate blogger: angel or demon? Valeria Maltoni, ConversationAgent.com MIMA Summit October 1, 2008