Why Launch a Company Blog and Use Social Media

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A presentation on blogging and social media that I gave to the monthly lunch meeting of "Club Entrepreneur" at the Minneapolis Club on February 4, 2010. (This 64-slide deck was created in Keynote on a …

A presentation on blogging and social media that I gave to the monthly lunch meeting of "Club Entrepreneur" at the Minneapolis Club on February 4, 2010. (This 64-slide deck was created in Keynote on a Mac.) A shout-out to David Meerman Scott, Debbie Weil, Brian Solis, Ann Handley, and Tara Hunt, whose work I cited in parts of this presentation.

When you click play on this slide presentation, you'll also hear an MP3 recording of me delivering this talk. I haven't yet set it up to synch to the slides.

You can also listen to the MP3 on this blog post of mine: http://bit.ly/9Mv1oh. (The MP3 link is towards the end.)

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  • The audio synching feature of this site is horrible! The best thing to do is open another tab in your browser and paste in the short URL I posted in my presentation description (above right). And then listen to my audio that way, while you click through the slides in the other browser window. Advance to slide 2 at about the 2:00 min mark. Then, you can probably figure out when to advance each of the other slides. Thanks!
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  • Sorry, haven't had time to synch the audio yet. That takes some practice and is pretty fussy. Started playing with it and got to only about slide five! But will try to finish it sometime... :-)

    I assume you can still listen and follow along with the slides on your own.

    cheers,
    Graeme
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Transcript

  • 1. Why Launch a Company Blog and Use Social Media: An Overview and Open Discussion by Graeme Thickins Blogger, Brand Journalist, Content Marketer, Startup Advisor Monday, February 8, 2010 1
  • 2. Monday, February 8, 2010 2
  • 3. Monday, February 8, 2010 3
  • 4. Blogs Are Everywhere... They’ve Gone Mainstream Monday, February 8, 2010 4
  • 5. Some Places Where I Blog And more, such as guest posts on other blogs...sometimes on clients’ blogs...and sites that syndicate my main blog. Monday, February 8, 2010 5
  • 6. Oh, Wait - A Clarification I should have said my main one is my “macro” blog... But I also have this “micro” blog thingie... And, lately, one that sorta fits in between... Monday, February 8, 2010 6
  • 7. Monday, February 8, 2010 7
  • 8. Monday, February 8, 2010 8
  • 9. What We Can Talk About Today • Corporate blogging: huh? • Why blog • What's required • Types of blogs • What to blog about • Deciding who blogs • Ways to use a blog • And the bigger picture: Social Media • Ask questions.... what do you want to talk about? Monday, February 8, 2010 9
  • 10. What Is Corporate Blogging? "The use of blogs to furtherText organizational goals. Think of a blog as an e-newsletter, a viral marketing campaign, an open channel for your customers to talk to you.... a low-cost, easy-to-use, always-free web site." - Debbie Weil, The Corporate Blogging Book Monday, February 8, 2010 10
  • 11. Why Blog? • Tell your story, advance your passion Text • Connect/engage with customers • Get attention, build buzz • Be (or become) a thought leader • Best of all: search engines love blogs... • Fresh content = GOOGLE JUICE! Monday, February 8, 2010 11
  • 12. Why Blog? ... some hard data: Text Monday, February 8, 2010 12
  • 13. Monday, February 8, 2010 13
  • 14. Monday, February 8, 2010 14
  • 15. Monday, February 8, 2010 15
  • 16. Let’s Get Something Cleared Up: Blogging Is Not Hard • It’s like writing an email to a colleague. • Except it’s out there for everyone.... • Blogging = cc: world Monday, February 8, 2010 16
  • 17. Ten Tips for Writing a Successful Corporate Blog by Debbie Weil, author, “The Corporate Blogging Book” 1. Choose the right topic for your blog (specific) 2. Find your voice (easy for her to say!) 3. Invite a conversation 4. Package what you write (ten Tips, five Rules, seven Ways) 5. Always, always link 6. Write for web readers 7. Write for Google searchers 8. Publish frequently and consistently 9. Take risks 10. Have fun (“dance like nobody’s watching”) Monday, February 8, 2010 17
  • 18. Is Your Company Ready for a Blog? • Can you regularly update it? Text of writers? • Do you have a writer or group (Don’t forget, you can have guest bloggers, too.) • Do you have something to say? Do you read other blogs to know what’s going on? • Do you have existing content you could link to that’s already online? Monday, February 8, 2010 18
  • 19. Mommy, Where Does Content Come From? 11 Easy Ways to Create Great Stuff by Ann Handley, Chief Content Officer, MarketingProfs.com 1. Think small: Creating a white paper or ebook is a huge task. Instead, create smaller chunks of content. Series of smaller blog posts easier to produce. 2. Think really small: Ask your Twitter followers for their take on a specific theme or topic related to your business, and create a blog post from it. 3. Bundle: gather existing blog posts around a central theme into an ebook or white paper. Give it away freely (not requiring users to register), or maybe even charge for it. 4. Video record your talks: the ones you or your team do at industry events, and post them on YouTube. Repurpose as needed to your blog, on Twitter, Facebook, etc. 5. Post presentations on SlideShare: upload your PowerPoints, and also share freely on Twitter, your blog, etc. Monday, February 8, 2010 19
  • 20. 6. Interview customers: arm yourself or a colleague with a Flip camera or iPhone to record video of chats at events. Try asking a single question to unify their answers, then string together for a compelling video. Something like: What's your biggest marketing challenge? 7. Interview luminaries: do quick Q&A interviews with thought-leaders, strategic partners, or just interesting thinkers -- via email, Skype chat, or audio record them. They make for compelling text (blog posts) or podcasts. 8. Share real-time photos: post your pix of industry events, meetups, or gatherings pix to Flickr, as soon after as possible. Snap photos with your smart phone to share on Twitter via Twitpic or yFrog. 9. Ask customer service: a great source for content. Ask what customers are contacting us about, what problems do they have? Great for regular content with a recurring "Questions from our customers" theme. 10. Go behind-the-scenes: give readers or followers an insider's view of your company. Twitpic a shot from a podcast or video in progress, share on Twitter what content you're working on producing, etc. 11. Don't silo your content: If you have a print newsletter, run articles occasionally on your blog, upload the best headlines to Facebook, post transcripts of your podcast online, and chat everything up on Twitter. Sprinkle content freely across all your platforms. Monday, February 8, 2010 20
  • 21. Blogging and Social Media • Think of your blog is the hub of your social media universe, the center of your marketing and content strategy. • It's the main link you want to drive people to, by putting it in your Twitter bio, your LinkedIn page, your company Facebook page, etc. And that in turn will drive people to your main web site. • Social media is affecting and being incorporated into every aspect of business: marketing, communications, customer service, sales, HR, IT, product development, and more. Monday, February 8, 2010 21
  • 22. The Most Important Skill Required? Listening, baby! Monday, February 8, 2010 22
  • 23. What Is Social Media? (well, a lot) Text Monday, February 8, 2010 23
  • 24. Call It What You Will.... • CONVERSATIONAL MARKETING Text • THE PARTICIPATIVE WEB • CONSUMER-GENERATED MEDIA • USER-GENERATED CONTENT (UGC) • SELF-PUBLISHING • CITIZEN MARKETING It’s created..... “THE REAL-TIME WEB” Monday, February 8, 2010 24
  • 25. It’s Everywhere Text Monday, February 8, 2010 25
  • 26. Democratizing Media, Bigtime Text Monday, February 8, 2010 26
  • 27. Monday, February 8, 2010 27
  • 28. Monday, February 8, 2010 28
  • 29. The Social Media “Ladder” Text Monday, February 8, 2010 29
  • 30. Why Should a Company Do Social Media? Text Monday, February 8, 2010 30
  • 31. It’s Where the People Are Text Monday, February 8, 2010 31
  • 32. Is This Big Enough for Ya? Text Monday, February 8, 2010 32
  • 33. Maybe You’ve Heard of.... Text Monday, February 8, 2010 33
  • 34. Then There’s a Little Site Called.... Text Monday, February 8, 2010 34
  • 35. And Driving It All, Bigtime, Is... Text Monday, February 8, 2010 35
  • 36. How Millions Have Come to Tweet... Text Monday, February 8, 2010 36
  • 37. Text Monday, February 8, 2010 37
  • 38. Text Monday, February 8, 2010 38
  • 39. The Listening Part of the Real-Time Web... Text Monday, February 8, 2010 39
  • 40. Social Media Objectives.... Text Monday, February 8, 2010 40
  • 41. Measuring Social Media... "The most meaningful metric is the rate at which people invite their friends to participate. How many of your customers want to tell the world about how great you are?" - Tara Hunt, Online Community Expert and Author Monday, February 8, 2010 41
  • 42. Social Media Marketing in 61 Words Text • You can buy attention (advertising) • You can beg the media for attention (PR) • You can bug people one at a time to get attention (sales) • Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page. - David Meerman Scott Monday, February 8, 2010 42
  • 43. Where to Find Me.... Email: graeme@gtamarketing.com Phone: 952-944-9748 Text Web: www.gtamarketing.com Blog: www.tech-surf-blog.com Twitter: www.twitter.com/graemethickins LinkedIn: www.linkedin.com/in/graemethickins Facebook: www.facebook.com/graemethickins Friendfeed: www.friendfeed.com/graemethickins Posterous: graemethickins.posterous.com Internet Business Card: graemethickins.businesscard2.com Monday, February 8, 2010 43
  • 44. One of the Best Examples of a Startup Company Blog (even pre-launch) was Mint.com, based in S.F. .... Monday, February 8, 2010 44
  • 45. Text Monday, February 8, 2010 45
  • 46. Screenshots of Some Local Blogs I’ve Been Involved With or Know.... Monday, February 8, 2010 46
  • 47. Text Monday, February 8, 2010 47
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  • 56. Text Monday, February 8, 2010 56
  • 57. Screenshots of Some of My Clients’ Blogs.... Monday, February 8, 2010 57
  • 58. Text Monday, February 8, 2010 58
  • 59. Text Monday, February 8, 2010 59
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