Blogging%20and%20 Twitter%20for%20 S M B

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Dell Small Business Excellence Award 'Day at Dell' Presentations. Nov. 2009

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  • The era of social relations – Starting with AOL and others in the mid-1990s, this era witnessed the connection of people through simple profiles and friending features that served as the foundation for online conversations through connections.The era of social functionality – Evolving from friending to platforms that supported social interaction through applications and infrastructure, facilitating communities through relationships locked within the confines of a particular network.The era of social colonization – Deemed as the next stage of social evolution, which will emerge as soon as this year, tools such as OpenID and Facebook connect will enable individuals to freely journey from network to network.The era of social context – Starting in 2010, social networks and sites will recognize the preferences of users, but more significantly, they will also recognize personal identities and relationships to customize the experience based on preference and behavior.Building social relationships has become an essential marketing tactic for businesses today, however, the landscape is constantly changing. It’s important to know what’s next in marketing so your business can be ahead of the curve. Beyond social relationship, your engagement online should be leading you and your company into an era of social commerce.In 2011 – 2012, social networks will eclipse corporate Web sites and CRM systems. Forrester believes that communities will become a driving force for innovation and as such, companies will be forced to formally cater to communities, signifying the trading of power towards connected customers.So, how can you leverage social tools today to prepare your company for the era of social commerce? Today, we will walk you through some best practices and benefits of blogging and twitter, as just two examples of how you can get started.
  • The more influence you have, the greater ROI your blog will have. Influence = Reach (Brand x Expertise x Trust) To gain influence, you need to establish a network of followers through building a unique brand identity, showing your expertise and trust. Without brand, expertise and trust, the reach of your blog will remain small. You can begin to measure your influence via:Incoming Traffic – Pageviews, Incoming traffic from search engines, rss subscribersIncoming Links – Primarily manual links such as blogrolls, in-post deep linksReader Engagement – Internal searches, time on siteRecommendations – Retweets, share statsConnections – Number of mutual connections, number of mutual connections on multiple sitesTrack Record – Age of domain, number of blog posts, length of engagementEngagement – How often and long a person has engaged with a service online
  • http://www.youtube.com/watch?v=ddO9idmax0o
  •  This latest report based on the findings of Pew Internet & American Life’s daily tracking survey on Americans’ use of the internet released in October 2009 shows 19% of internet users now say they use Twitter or another service to share updates about themselves, or to see updates about others.
  • Blogging%20and%20 Twitter%20for%20 S M B

    1. 1. Social Media 101<br />Lionel Menchaca, Chief Blogger<br />Kara Krautter, SMB Social Media<br />November 2009<br />
    2. 2. Preparing for the era of social commerce<br />2<br />
    3. 3. On your mark. Get set.Blog. <br />A guide for blogging.<br />3<br />
    4. 4. Now, what’s A blog again? <br />Blog: (n) a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video<br />4<br />
    5. 5. Blogging best practices.<br />Tips and tricks to make the most of your blogging time. <br />5<br />
    6. 6. Tip 1: Explore.<br />Check out a few blogs and read up. Putter around on www.blogsearch.google.comand read a few posts. <br />This will give you a feel for how the online community will perceive your topic as well as giving you ideas for story angles.<br />6<br />
    7. 7. Tip 2: Get To Know Your Readers. Then Write Accordingly.<br />You can only reach your readers through their own self-interests. Become your reader and think about what you’d want. Reward them for spending time with you. <br />7<br />
    8. 8. Tip 3: You HaveA Voice. Use It. <br />Stop writing. Start talking into your keyboard. When you use a conversational tone, your readers will relate to you. And spending time on your post will become valuable to them. <br />8<br />
    9. 9. Tip 4: Think globally. <br />Write to a person who is not familiar with a local product, service, pastime, country or terminology.<br />9<br />
    10. 10. Tip 5: Be fresh or be ignored.<br />Try to make some aspect of your blog unique, newsworthy and engaging.<br />10<br />
    11. 11. Tip 6: Short = good.<br />Blogs are for the small attention spans. 300-400 words are a good rule of thumb. <br />11<br />
    12. 12. Tip 7: A picture is worth, well, you know.<br />Add a great picture or video to your written content to get more readers. <br />12<br />
    13. 13. Tip 8: Your mom was right. It’s good to share<br />Linking to other blogs and websites helps you build a network of associates who will in turn link to our blogs. <br />13<br />
    14. 14. Tip 9: Google should be your friend.<br />Add search terms you know your audience uses, especially in the title and lead paragraph of your post. <br />14<br />
    15. 15. Keywords – I have keywords in the title and body. I have retained content relevance.<br />Message – my key messages are clear and you can tell what the post is about from the heading.<br />Links – my blog has multiple links to other sites that add value to the conversation.<br />Tone – my blog is conversational and encourages dialogue and comments.<br />Proof-read – my blog has been proof read. New ideas and feedback have been considered.<br />Your handy-dandy blogging checklist.<br />15<br />
    16. 16. Let the shameless plugging begin.<br />Building a blogger network<br />16<br />
    17. 17. Building readership builds leadership.<br />Information published by Advanced Human Technologies under a Creative Commons Attribution ShareAlike 2.5 License<br />17<br />
    18. 18. The five “cs” of blogging.<br />18<br />
    19. 19. The five “cs” of blogging.<br />This is about people, not marketing. So be articulate, responsive, honest, smart and resourceful.<br />1. Conversation<br />2. Concept<br />3. Context<br />4. Community<br />5. Credibility<br />19<br />
    20. 20. The five “cs” of blogging.<br />What’s the compelling idea?<br />1. Conversation<br />2. Concept<br />3. Context<br />4. Community<br />5. Credibility<br />20<br />
    21. 21. The five “cs” of blogging.<br />Ask “why is it relevant to them?” Avoid just doing a copy and paste of a complete email. <br />1. Conversation<br />2. Concept<br />3. Context<br />4. Community<br />5. Credibility<br />21<br />
    22. 22. The five “cs” of blogging.<br />Join it. Participate without expectations. While you’re involved be aware of the community dynamics and pay particular attention to the loudest voices.<br />1. Conversation<br />2. Concept<br />3. Context<br />4. Community<br />5. Credibility<br />22<br />
    23. 23. 1. Conversation<br />2. Concept<br />3. Context<br />4. Community<br />5. Credibility<br />The five “cs” of blogging.<br />Ask yourself, “What makes you credible?” Become the expert. And if you receive inquiries about becoming a paid blogger, send to the Community team.<br />23<br />
    24. 24. Connecting 140 charactersat a time.<br />A guide for Tweeting.<br />24<br />
    25. 25. It’s a verb. It’s a noun. It’s a phenomena.<br />Twitter is a text-based communication system designed to be used in IM and SMS (text messaging) with a limit of 140 characters per message. <br />25<br />
    26. 26. Development of a SocialMedia MarketingPowerhouse<br />It’s a micro-blogging service that allows its users to send and read other users’ text-based updates — otherwise known as tweets.<br />A mini blog<br />26<br />
    27. 27. Development of a SocialMedia MarketingPowerhouse<br />The messages are public and you decide from which accounts you want to receivetweets. Many people tweet from their mobile phone, not just from their desktop.<br />Social <br />messaging<br />A mini blog<br />27<br />
    28. 28. Development of a SocialMedia MarketingPowerhouse<br />Because of the immediacy of the medium, news stories have been known to “break” on Twitter before traditional media outlets. <br />Social <br />messaging<br />News<br />reporting<br />A mini blog<br />28<br />
    29. 29. Development of a SocialMedia MarketingPowerhouse<br />Cutting-edge companies are using Twitter to build a more intimate relationship with their customers, often turning interested parties into fans and fans into fanatics.<br />Social media<br />marketing<br />News<br />reporting<br />Social <br />messaging<br />A mini blog<br />29<br />
    30. 30. Reasonsto Tweet<br />How you can help your business and yourself on Twitter.<br />30<br />
    31. 31. Reason #1:Join in.<br />You’ll connect with a network of millions of who create, discover and share thoughts and information.<br />31<br />
    32. 32. Reason #2:Speak up.<br />You’ll quickly share information with people interested in your service and specialty. <br />32<br />
    33. 33. Reason #3:Recon.<br />You’ll gather real-time customer intelligence and feedback.<br />33<br />
    34. 34. Reason #4:Get personal.<br />A personal twitter account is a great way to connect with other business owners, customers, partners and industry leaders. <br />34<br />
    35. 35. BEFORE YOU BEGIN.LISTEN.<br />Do a search for your business and a few key topics in your field.<br />“Listening in” by reading some posts can help you get a sense of how you want to engage on Twitter.<br />And when <br />we say listen, <br />we really <br />mean read.<br />35<br />
    36. 36. Get a goal. Have a purpose.<br />It’s OK to have multiple goals, but there should be one primary objective. <br />After listening, ask yourself, “What should be the point to your Twitter account?”<br />Here are a few ideas.<br />36<br />
    37. 37. Market and sell products. <br />For Example: delloutlet<br />Target Audience: Cost-conscious computer shoppers in the U.S.<br />Primary Objective: Help move inventory bubbles<br />Secondary Objective: Customer retention<br />37<br />
    38. 38. Resolve customer issues.<br />For Example: Comcastcares<br />Target Audience: Customers actively seeking help online<br />Primary Objective:Engage with customers about problems they are experiencing<br />38<br />
    39. 39. Get the news out.<br />For Example: direct2dell<br />Target Audience: News media, investors, Dell customers, partners and advocates<br />Primary Objective: Keep target audience up to date on the latest Dell blog posts<br />39<br />
    40. 40. Discuss topics of interest. <br />For Example: Dell_Mini<br />Target Audience: Owners and prospect for Dell Mini Netbooks<br />Primary Objective: Build loyalty for Dell Mini Netbooks<br />40<br />
    41. 41. Make the most of Twitter tools.<br />Keep it short – since you only have 140 characters, it’s important to shorten URLs.<br />Utilize Utilities – the standard Twitter page is a fine way to engage, but there are several other utilities that help you be more efficient on your PC and phone.<br />Say Cheese – there are specific sites dedicated to easily sharing images on Twitter.<br />41<br />
    42. 42. Follow the leader – follow current Dell Twitter accounts in your language, and in turn, request they follow you.<br />Preach to the choir – find accounts on Twitter that speak to your target audience or is your target audience. And then start posting.<br />Be special – offer exclusive information, offers, coupons that can’t be found elsewhere.<br />Be relevant – remember who your target audience is. <br />Be patient – ’nuff said.<br />Don’t look now, but you’re being followed <br />Five steps to grow and retain followers.<br />42<br />
    43. 43. Your handy-dandy Twitter checklist.<br />Keywords – I have keywords in the title and body. I have retained content relevance.<br />Message – my key messages are clear and you can tell what the post is about from the heading.<br />Links – my tweet has a link to other sites that add value to the conversation.<br />Tone – my tweets are conversational and encourage dialogue and comments.<br />Proof-read – my tweets have been proof read. New ideas and feedback have been considered.<br />43<br />
    44. 44. In closing:<br />Tips on Managing Your Account:<br /><ul><li>Check in at least once a day to reply to comments/questions
    45. 45. Your last post will be at the top and the most visible on your page
    46. 46. Have fun, be engaging, share, collaborate</li></ul>Tips to Better Communication:<br /><ul><li>Do not Auto DM (auto direct message)
    47. 47. Talk like a person, not a corporation
    48. 48. Remember that you represent your company
    49. 49. Be customer-focused
    50. 50. Be positive</li></ul>44<br />

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