Blog social media strategy prsamd brody slide share

944 views
895 views

Published on

Published in: Business, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
944
On SlideShare
0
From Embeds
0
Number of Embeds
321
Actions
Shares
0
Downloads
5
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Blog social media strategy prsamd brody slide share

  1. 1. Deborah Brody Marketing Communications Copyright 2013Deborah Brody Marketing Communications Copyright 2013Using your Blog as aUsing your Blog as aCenterpiece in your SocialCenterpiece in your SocialMedia StrategyMedia StrategyPRSA Mid-Atlantic DistrictPRSA Mid-Atlantic DistrictChesapeake Conference Chesapeake Conference June 25, 2013June 25, 2013
  2. 2. Deborah Brody Marketing Communications Copyright 2013Presented by:Presented by:Deborah BrodyDeborah BrodyDeborah Brody Marketing CommunicationsDeborah Brody Marketing Communicationswww.deborahbrody.comwww.deborahbrody.comdeborah@deborahbrody.comdeborah@deborahbrody.com
  3. 3. Deborah Brody Marketing Communications Copyright 2013
  4. 4. Deborah Brody Marketing Communications Copyright 2013“Blogs still are one of the mostinfluential mediums (sic), ranking highwith consumers for trust, popularityand influence.”Technorati Media’s 2013 Digital Influence Report
  5. 5. Deborah Brody Marketing Communications Copyright 2013We’ve all heard these buzzwordsWe’ve all heard these buzzwords Content marketingContent marketing StorytellingStorytelling EngagementEngagement
  6. 6. Deborah Brody Marketing Communications Copyright 2013They all come together on your blogThey all come together on your blog Your blog is integral to content marketingYour blog is integral to content marketing Blogs are great for sharing stories (andBlogs are great for sharing stories (andpictures)pictures) Comments and social sharing lead toComments and social sharing lead toengagementengagement youyou controlcontrol
  7. 7. Deborah Brody Marketing Communications Copyright 2013FromFrom Blogging is Good PR by JaymeSoulati::“…“… a blog provides businesses with aa blog provides businesses with achance to share value … while drivingchance to share value … while drivingdemand for their offering. As theydemand for their offering. As theydevelop content for their blog they aredevelop content for their blog they arebuilding a story and emotion to bebuilding a story and emotion to beassociated with their brand.”associated with their brand.”
  8. 8. Deborah Brody Marketing Communications Copyright 2013“.. blog posts must drive value for both thebrand and the readers. Brands want trafficand customers want content that providesanswers or solutions to their needs andproblems.  …blogs are the most valuable type ofcontent marketing ...”(http://www.steamfeed.com/blogging-is-good-pr/ )
  9. 9. Deborah Brody Marketing Communications Copyright 2013Why have a blog Blogs are social mediaBlogs are social media youyou ownown Blogs are flexible— text, graphics, audioBlogs are flexible— text, graphics, audioand/or videoand/or video Blogs can be updated frequentlyBlogs can be updated frequently To improve SEOTo improve SEO To showcase thought leadershipTo showcase thought leadership Easy to track and measureEasy to track and measure
  10. 10. Deborah Brody Marketing Communications Copyright 2013Other benefits of bloggingOther benefits of blogging Lead generationLead generation Content can be shared and re-purposedContent can be shared and re-purposed RSS-to-email functions make it easy toRSS-to-email functions make it easy tocreate newsletterscreate newsletters Source for news media/journalistsSource for news media/journalists Can drive traffic to your websiteCan drive traffic to your website
  11. 11. Deborah Brody Marketing Communications Copyright 2013“As more and more marketers start to realize theneed for business blogging -- 62% ofmarketers will blog in 2013, according to the2013 State of Inbound Marketing -- and thecompetition per industry gets eventougher, content quality will separate the wheatfrom the chaff.” What the Future Holds for Business Blogging by Pamela Vaughan, Hubspot.5/23/2013:http://blog.hubspot.com/future-of-business-bloggingBlogging in 2013Blogging in 2013
  12. 12. Deborah Brody Marketing Communications Copyright 2013“As a result, marketing teams will realize theimportance of internal content creators -- peoplewith writing chops and industry knowledge.According to the 2013 State of InboundMarketing, only 9% of companies employ afull-time blogger, but I bet well see thispercentage grow in the coming years.”What the Future Holds for Business Blogging by Pamela Vaughan, Hubspot.5/23/2013 http://blog.hubspot.com/future-of-business-bloggingBlogging in 2013Blogging in 2013
  13. 13. Deborah Brody Marketing Communications Copyright 2013Developing a social media/digital strategyDeveloping a social media/digital strategy Social media strategy should be part ofSocial media strategy should be part ofyour overall communications strategy andyour overall communications strategy andplan.plan. Remember that social media is justRemember that social media is justanother channel to reach your targetanother channel to reach your targetaudience.audience.
  14. 14. Deborah Brody Marketing Communications Copyright 2013DigitalDigital marketing is used to:marketing is used to: Drive salesDrive sales Increase brand awarenessIncrease brand awareness Reach new customer segmentsReach new customer segments Drive customer engagementDrive customer engagement(According to a Inc./Vocus study on digital(According to a Inc./Vocus study on digitalmarketing at small and medium sizedmarketing at small and medium sizedbusinesses)businesses)
  15. 15. Deborah Brody Marketing Communications Copyright 2013Where brands are on social mediaWhere brands are on social media Facebook 91%Facebook 91% Twitter 85%Twitter 85% YouTube 73%YouTube 73% Pinterest 41%Pinterest 41% LinkedIn 33%LinkedIn 33% Blogs 32%Blogs 32% Instagram 29%Instagram 29% Google + 26%Google + 26%Source: Technorati’s 2013 Digital Influence ReportSource: Technorati’s 2013 Digital Influence Report
  16. 16. Deborah Brody Marketing Communications Copyright 2013Most popular digital marketing techniques:Most popular digital marketing techniques: Email for marketing/promotion (65.8 %)Email for marketing/promotion (65.8 %) Search engine optimization (53.8%)Search engine optimization (53.8%) Email for customer service (61.3%)Email for customer service (61.3%) Videos and photos (54.6 %)Videos and photos (54.6 %) Blogs and white papers (52.7 %)Blogs and white papers (52.7 %) Email for prospecting (48.2 %)Email for prospecting (48.2 %)FromFromhttp://www.vocus.com/blog/the-big-four-sales-branding-new-markets-and-engagemhttp://www.vocus.com/blog/the-big-four-sales-branding-new-markets-and-engagem
  17. 17. Deborah Brody Marketing Communications Copyright 2013Key Steps to Building a Social Media StrategyKey Steps to Building a Social Media Strategy Define your business/communications goalsDefine your business/communications goals Survey your existing social media propertiesSurvey your existing social media properties Who is your target audience and what socialWho is your target audience and what socialmedia platforms do they use?media platforms do they use? Decide what topics/issues you want to highlightDecide what topics/issues you want to highlight Integrate your content development and yourIntegrate your content development and yoursocial media strategysocial media strategy Set benchmarks and measure outcomesSet benchmarks and measure outcomes
  18. 18. Deborah Brody Marketing Communications Copyright 2013Making your blog the centerpiece ofMaking your blog the centerpiece ofyour social media strategyyour social media strategy1.1. Prioritize having a dynamic, updatedPrioritize having a dynamic, updatedorganizational blog.organizational blog.2.2. Integrate the blog into the website.Integrate the blog into the website.3.3. Make sure your blog is responsive.Make sure your blog is responsive.4.4. Make your blog shareable (i.e. add shareMake your blog shareable (i.e. add sharebuttons).buttons).
  19. 19. Deborah Brody Marketing Communications Copyright 2013Making your blog the centerpiece ofMaking your blog the centerpiece ofyour social media strategyyour social media strategy4. Create an editorial calendar.4. Create an editorial calendar.5. Push out blog content to your social5. Push out blog content to your socialmedia channels.media channels.6. Encourage engagement.6. Encourage engagement.7. Use analytics to track activity on your7. Use analytics to track activity on yourblog.blog.
  20. 20. Deborah Brody Marketing Communications Copyright 2013Develop a good corporate blogDevelop a good corporate blog Bolsters the organizational missionBolsters the organizational mission Fresh, current and informativeFresh, current and informative Doesn’t sellDoesn’t sell Findable and shareableFindable and shareable Accessible—not full of jargon andAccessible—not full of jargon andcorporate-speakcorporate-speak Uses good designUses good design
  21. 21. Deborah Brody Marketing Communications Copyright 2013Develop a good corporate blogDevelop a good corporate blog Has multiple contributors, including yourHas multiple contributors, including yourtop executivestop executives Has visual punch—videos, graphs,Has visual punch—videos, graphs,infographics, photography, etc.infographics, photography, etc. Showcases your organizationalShowcases your organizationalknowledgeknowledge Comments are enabled, monitored andComments are enabled, monitored andresponded toresponded to It’s not run by the intern!It’s not run by the intern!
  22. 22. Deborah Brody Marketing Communications Copyright 2013Create content to shareCreate content to shareacross your social mediaacross your social mediapropertiesproperties Share your blog content on Facebook,Share your blog content on Facebook,Twitter, LinkedInTwitter, LinkedIn Use blog content for your enewsletter byUse blog content for your enewsletter byusing the RSS-to-email feature offered byusing the RSS-to-email feature offered bymany providers like MailChimp.many providers like MailChimp.
  23. 23. Deborah Brody Marketing Communications Copyright 2013People share the most from:People share the most from: Facebook 51 %Facebook 51 % YouTube 40%YouTube 40% Blogs 26%Blogs 26% News sites 26%News sites 26% Google +25%Google +25% Twitter 18%Twitter 18%(Source: Technorati)(Source: Technorati)
  24. 24. Deborah Brody Marketing Communications Copyright 2013Use your blog as a jumping-off pointUse your blog as a jumping-off point Showcase yourShowcase yourYouTube channel byYouTube channel bypreviewing orpreviewing orpromoting videospromoting videos Use a photo linked toUse a photo linked toyour Flickr galleryyour Flickr gallery Presentations can bePresentations can belinked to SlideSharelinked to SlideShare
  25. 25. Deborah Brody Marketing Communications Copyright 2013Take-awaysTake-aways Develop a great organizational blog thatDevelop a great organizational blog thatcan function as the centerpiece of yourcan function as the centerpiece of yoursocial media efforts.social media efforts. Make sure you are providing the contentMake sure you are providing the contentyour target audience is looking foryour target audience is looking for andandthat’s in line with your comms strategythat’s in line with your comms strategy Publish your content first on the blog andPublish your content first on the blog andthen push it out to your networks.then push it out to your networks.
  26. 26. Deborah Brody Marketing Communications Copyright 2013Great organizational blogsGreat organizational blogsNational Geographic blogs:http://www.nationalgeographic.com/ng-blogs/
  27. 27. Deborah Brody Marketing Communications Copyright 2013Great organizational blogsGreat organizational blogsNational Geographic: http://digitalnomad.nationalgeographic.com/
  28. 28. Deborah Brody Marketing Communications Copyright 2013Great organizational blogsGreat organizational blogsDisney Parks blog: http://disneyparks.disney.go.com/blog/
  29. 29. Deborah Brody Marketing Communications Copyright 2013Sources and ResourcesSources and Resources http://blog.hubspot.com/future-of-business-blogginghttp://blog.hubspot.com/future-of-business-blogging http://www.socialmediaexaminer.com/new-research-shows-blogging-a-top-http://www.socialmediaexaminer.com/new-research-shows-blogging-a-top-focus-for-marketers/focus-for-marketers/ http://www.steamfeed.com/five-reasons-content-marketing-should-http://www.steamfeed.com/five-reasons-content-marketing-should-be-in-every-digital-strategy/be-in-every-digital-strategy/ http://technoratimedia.com/wp-http://technoratimedia.com/wp-content/uploads/2013/02/tm2013DIR.pdfcontent/uploads/2013/02/tm2013DIR.pdf http://socialmedia.biz/2013/06/12/content-marketing-the-secret-to-http://socialmedia.biz/2013/06/12/content-marketing-the-secret-to-getting-discovered-in-search/getting-discovered-in-search/ http://www.socialmediaexaminer.com/5-creative-ways-to-drive-http://www.socialmediaexaminer.com/5-creative-ways-to-drive-more-traffic-to-your-blog-posts/more-traffic-to-your-blog-posts/
  30. 30. Deborah Brody Marketing Communications Copyright 2013Deborah Brody Marketing Communications Copyright 2013Questions?Questions?

×