Blogging, Twitter and Social Media for women in business


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The what, why and how of - blogging and twittering for business - tips to get you blogging and twittering effectively for business
Presentation 18 August 2011, delivered to the Glen Eira Women's Business Network

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Blogging, Twitter and Social Media for women in business

  1. 1. Social Media: Blogging and Twitter for Business <br />Some considerations, tips and discussion on the benefits and challenges of blogging and twittering in your business <br /><br />1<br />
  2. 2. Introduction<br />Fergal Coleman, 15 years experience in internet, IT industry<br />Assisting organisations across a range of industries with social media, including manufacturing, professional services, distribution, local government<br />Master of Business and IT, Melbourne University<br />Developed a social media framework and methodology available at<br />Slides available at<br />@symphony3think<br /><br />
  3. 3. Social Media (inc. blogs) is about change <br />Is social media/blogging for you? <br />Have you embraced Web 1.0?<br />The tools are easy to use but change is difficult – changing your own behaviours is often more difficult than changing clients’ employees behaviours<br />Are you prepared to change your ways of thinking? Are you prepared to lose control of your brand?<br />It’s about leadership, if you're not prepared to change why should your team?<br />
  4. 4. Why blogs are different to websites<br />More informal – you can provide information in the first person – more personal<br />Provides authenticity<br />Easy to use<br />Blogs are two-way communication mechanisms<br />Blogs work well with search engines<br />
  5. 5. Start Listening<br /><ul><li>Who are the leading bloggers in your industry?
  6. 6. What are people saying?
  7. 7. About you and your products?
  8. 8. About your customers?
  9. 9. About your competitors?
  10. 10. What information can give you an edge?</li></ul>Monitor Competitors and Industry Leaders<br />What do customers think of your product? <br />5<br />
  11. 11. Find the Influencers<br />7 to 750 million <br />Picked seven bloggers to attend a top secret “Midnight Webcast”<br />They told tens of thousands of fans<br />Mainstream media listened and reported<br />Estimated 350 million people heard the news within 24 hours<br />2008<br />Who are the influencers in your community? Listen, comment, provideopinion using the social media they use<br /><br />
  12. 12. Start using the tools internally (or in a safe environment)<br />How can you communicate more effectively within your organisation?<br />On projects and client engagements?<br />How can you use to the tools to innovate and streamline processes and service delivery?<br />Sharing Ideas and communication with Yammer and Central desktop<br />7<br />
  13. 13. Policy: What are the rules?<br />How are employees expected to behave in a social media/blogging context?<br />What are you going to reveal about your organisations? What are employees allowed to reveal or not reveal?<br />How will you respond in different situations? <br />Provide parameters not strict rules<br />
  14. 14. Identify your target market?<br /><ul><li>Is there a market for your service?
  15. 15. Who are they?
  16. 16. How niche ?
  17. 17. Who would have thought there was a market for a bagpipe tuner?
  18. 18. Remember the Long Tail
  19. 19. Can you deliver your service nationally or Globally? </li></li></ul><li>What are you trying to achieve?<br />Why do you want to blog?<br />What are your goals and objectives?<br />Do they align with your overall business strategy?<br />
  20. 20. Why do customers do business with you?<br />What is your sustainable competitive advantage(SCA)?<br />What is it that your customers most value?<br />Why do they choose to do business with you over your competitors?<br />Do you want to be blogging about issues the customers most value?<br />Discuss with table/partner<br />Target market<br />Your SCA<br />What strategic goals would a blog help you achieve?<br />
  21. 21. Creating your own blog<br />Is Easy<br /><br />Blogger .com<br /><br />Many CMSs have built in blogging engines<br />
  22. 22. Content: The Sweet Spot<br />In Pairs:<br /> Ideas & examples on how best <br />to hit the sweet spot. What could you post that hits the sweet spot with your customers?<br />Thanks to James Atkins at<br />Solve Problem<br />Digestible<br />SCA/Expertise<br />
  23. 23. Measure<br />Social Media is Measureable<br />Set clear KPIs<br />Relate them back to the business – leads, prospects sales<br />
  24. 24. Best Australian blogs<br />Best Australian Blogs<br /><br /><br /><br /><br />http:///<br /><br /><br />
  25. 25. Some Tips and Ideas<br />Don’t overcommit – quality over quantity<br />Have guest bloggers and offer to guest blog<br />Say what you think/believe?<br />Ask questions of the readers? They might answer!<br />Choose your keywords to suit your SEO strategy<br />Include interactive content (video, images)<br />Link and reference other blogs<br />Allow others to easily share<br />
  26. 26. Twitter<br />Like blogging it’s a conversation<br />Listening can be as powerful as talking<br />
  27. 27. Syndicate<br />
  28. 28. Train and Educate<br />Train your staff<br />Educate your customers<br />Raise Awareness<br />Remember the tools are easy - changing behaviours can be much more difficult<br />
  29. 29. Social Media Framework Logical Boxes<br />People Needs<br />Who are you Serving? Where are they?<br /> What are they doing online?<br />What drives them to engage with you?<br />Customer Segment A<br />Customer Segment B<br />Employees<br />Customer Segment A<br />Customer Segment B<br />Employees<br />Why We Exist<br />Mission <br />Strategic Goals<br />Core Values<br />Vision<br />Financial Profitability <br />Improved Customer Service<br />New customers<br />More Efficient Processes<br />Lower Costs<br />Lower Customer Churn<br />More $ per customer<br />How We Do It<br />Make (Services delivered)<br />Communicate<br />Engaging / Energising<br />Talking / Informing<br />Supporting Activities<br />Supporting<br />Listening<br />Building Blocks<br />Finance <br />(Budget)<br />20<br />People<br />Leadership<br />Culture<br />Skills +Training<br />Data and Information<br />Standards and Policies<br />Social Media Policy<br />Response Guide<br />Risk Mgmt<br />Technology (Tools)<br />
  30. 30. Get Involved!<br />Change is happening very quickly<br />Think <br />Get involved! <br />But think long term<br /><br />Questions??<br />