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Blogging, Twitter and Social Media for women in business
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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 …

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

Published in: Business, Technology

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