Social Media business blogging

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-By Kevin Urie and Nick White
Created for MSFT Alum and SMCSeattle Social Media 101 event at UW on Sept 16, 2010.
What goes into planning and launching a successful corporate blog? How do you address the cold-start problem facing any new community? Discuss the critical elements that lie along the path leading toward an established, vibrant community property that also achieves your organizational objectives

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Social Media business blogging

  1. 1. Blogging for your business<br />Kevin Urie and Nick White<br />An MSA event. Content Partner: SMCSeattle <br />
  2. 2. Outline<br />Business objective (The Destination)<br />5 critical elements (The Route)<br />Overarching strategy (Orientation)<br />Planning (The First Step)<br />Where to from here? (Keep Moving)<br />
  3. 3. Know your objective<br />Blogs are an excellent way to disseminate information<br />Also a good way to gather intelligence<br />An excellent opportunity to put a human face to an otherwise-monolithic organization<br />If these are not your goals, you might rethink the medium<br />
  4. 4. Guideposts<br />In order to accomplish these goals, a blog must:<br />Establish authority (i.e., accuracy)<br />Maintain relevance (utility)<br />Display authenticity (community)<br />Provide access (dialogue)<br />Offer openness(cooperation)<br />
  5. 5. Strategy<br />Ultimate goal is to establish and build upon readers’ trust<br />This requires long-term investment<br />Build trust in the individual (editor) by sharing <br />Then, build trust in the product/service<br />Finally, accrue trust back to the brand/organization<br />
  6. 6. Planning<br />Content calendar<br />A blog is an implicit commitment to its readers<br />Align topics with organizational agenda<br />Retain flexibility for ad hoc posts<br />Editorial style<br />Cocktail party mood<br />Your personality counts for more than your point<br />Shape perceptions over time (soft-sell)<br />Get started<br />Link to others’ content (think “judo move”)<br />Utilize other social media channels to raise awareness<br />
  7. 7. Nuts & bolts<br />Comment policy<br />Readers’ questions and ideas requires:<br />Acknowledgement<br />Follow-up<br />50% is solicitation; the other half is closure<br />About page<br />You’re still a spokesperson<br />Privacy policy & TOU<br />Everything is public record<br />Identifying and connecting with influencers<br />Frequent commenters<br />Repeat linkers<br />Allied voices<br />
  8. 8. Go-do’s<br />Read favorite authors<br />Listen<br />Comment and discuss<br />Plan your calendar<br />
  9. 9. Resources<br />Kevin’s site, changeitmarketing.com<br />Social Media Judo by Chris Aarons, Geoff Nelson and Nick White (partners, Ivy Worldwide)<br />
  10. 10. kevin@changeitmarketing.com nick@ivyworldwide.com<br />

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