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  • 1. ©Fluid Studio, 2009
  • 2. ConTACT Me TexT dyejo To 50500 john dye 801.631.4736 johnd@fluid-studio.net www.fluid-studio.net twitter @dyejo Free service provided by http://contxts.com ©Fluid Studio, 2009
  • 3. There is no silver bulleT ©Fluid Studio, 2009
  • 4. We All hAve A CirCle oF inFluenCe. PeoPle Are inFluenCed by Those They TrusT. ©Fluid Studio, 2009
  • 5. Circle of Concern What you care about. What you can do something about. Circle of Influence ©Fluid Studio, 2009
  • 6. PeoPle do noT WAnT To be sold To. They WAnT To inTerACT And be heArd. ©Fluid Studio, 2009 * Enquiro: “Business to Business Survey 2007.”
  • 7. ©Fluid Studio, 2009
  • 8. you CAnnoT ConTrol The ConversATion, buT you CAn PArTiCiPATe in iT. ©Fluid Studio, 2009
  • 9. ©Fluid Studio, 2009
  • 10. 4 P’s ©Fluid Studio, 2009
  • 11. 4 P’s ProduCT ©Fluid Studio, 2009
  • 12. 4 P’s ProduCT, PriCe ©Fluid Studio, 2009
  • 13. 4 P’s ProduCT, PriCe PlACe ©Fluid Studio, 2009
  • 14. 4 P’s ProduCT, PriCe PlACe, ProMoTion ©Fluid Studio, 2009
  • 15. 3 r’s ©Fluid Studio, 2009
  • 16. 3 r’s relevAnT ©Fluid Studio, 2009
  • 17. 3 r’s relevAnT, reAl ©Fluid Studio, 2009
  • 18. 3 r’s relevAnT, reAl resPonsive ©Fluid Studio, 2009
  • 19. 4 r’s relevAnT, reAl resPonsive ©Fluid Studio, 2009
  • 20. 4 r’s relevAnT, reAl resPonsive, relATionshiP ©Fluid Studio, 2009
  • 21. AlThough soCiAl MediA is “one-To-MAny” broAdCAsT MArkeTing, AT The end oF The dAy reAl resulTs Will oCCur When “one-To-one” relATionshiPs Are ForMed ©Fluid Studio, 2009
  • 22. WhAT is A blog? ©Fluid Studio, 2009
  • 23. A Web-bAsed journAl PoWered by A selF-Publishing Tool ThAT enAbles The AuThor(s) To regulArly And eAsily uPdATe The ConTenT. ©Fluid Studio, 2009
  • 24. Why should businesses blog? ©Fluid Studio, 2009
  • 25. siMPle. no one lisTens AnyMore To sAniTized MArkeTing MessAges. ©Fluid Studio, 2009
  • 26. iF you Find The righT Person in your orgAnizATion To “blog” AbouT your ProduCTs or serviCes you’ll brAnd your CoMPAny As AuThenTiC And knoWledgeAble ©Fluid Studio, 2009
  • 27. sAge Words oF PPC Pluses ©Fluid Studio, 2009 blogging advice from Roger L. Firestein’s Leading on the Creative Edge.
  • 28. sAge Words oF PPC Pluses PoTenTiAl ©Fluid Studio, 2009 blogging advice from Roger L. Firestein’s Leading on the Creative Edge.
  • 29. sAge Words oF PPC Pluses PoTenTiAl ConCerns ©Fluid Studio, 2009 blogging advice from Roger L. Firestein’s Leading on the Creative Edge.
  • 30. Pluses CusToMers Will leArn AbouT your CoMPAny in An AuThenTiC voiCe FroM The PeoPle Whose MAin ConCern is helPing your CoMPAny MAke Money (so They CAn MAke Money)—noT A bAd MoTivATion For CreATing PosiTive ConTenT. ©Fluid Studio, 2009
  • 31. Pluses sAlesPeoPle enjoy The ProCess And Feel good AbouT being Able To be in TouCh WiTh CusToMers More FrequenTly. ©Fluid Studio, 2009
  • 32. PoTenTiAls your CusToMers Are so in TouCh WiTh you ThAT They Think oF you insTAnTly When A ColleAgue needs A reFerrAl For your ProduCT or serviCe. ©Fluid Studio, 2009
  • 33. PoTenTiAls your CusToMers Feel so ATTAChed To you Through your sAles rePs) ThAT They don’T hesiTATe To shAre iMPorTAnT inForMATion AbouT develoPMenTs in Their oWn CoMPAny— WhiCh MeAns you CAn beCoMe ProACTive (PerhAPs WAy AheAd oF The CoMPeTiTion) AbouT resPonding To Their needs. ©Fluid Studio, 2009
  • 34. PoTenTiAls your CusToMers beCoMe even More exCiTed AbouT your r&d ProCess And Are More Willing To helP TesT neW ProduCTs/serviCes. ©Fluid Studio, 2009
  • 35. PoTenTiAls your CusToMers CoMPlAin less beCAuse They reAlly knoW And TrusT your ProCesses And Are More inClined To be undersTAnding AbouT Any gliTChes in serviCe or ProbleMs WiTh ProduCTs. ©Fluid Studio, 2009
  • 36. ConCerns hoW MighT you ConTrol Any TendenCy For sAlesPeoPle To WriTe ConTenT ThAT MighT APPeAr negATive? ©Fluid Studio, 2009
  • 37. ConCerns hoW MighT you leT go oF Any FeAr ThAT soMeone Will sAy Too MuCh? ©Fluid Studio, 2009
  • 38. ConCerns WhAT revieW ProCess MighT you insTiTuTe so ThAT TrAde seCreTs And oTher inTelleCTuAl ProPerTy iTeMs Are ProTeCTed—CleArly undersTood As oFF-liMiTs For blog ConTenT? ©Fluid Studio, 2009
  • 39. PlAnning TiPs For your blog 1. PiCk your subjeCT ©Fluid Studio, 2009
  • 40. PlAnning TiPs For your blog 2. deFine your reAsoning To CreATe A blog ©Fluid Studio, 2009
  • 41. PlAnning TiPs For your blog 2. deFine your reAsoning To CreATe A blog WhAT PurPose is The blog To serve? ©Fluid Studio, 2009
  • 42. PlAnning TiPs For your blog 2. deFine your reAsoning To CreATe A blog WhAT PurPose is The blog To serve? WhAT is iT To ACCoMPlish? ©Fluid Studio, 2009
  • 43. PlAnning TiPs For your blog 2. deFine your reAsoning To CreATe A blog WhAT PurPose is The blog To serve? WhAT is iT To ACCoMPlish? WhAT ProbleM is iT To solve? ©Fluid Studio, 2009
  • 44. PlAnning TiPs For your blog 2. deFine your reAsoning To CreATe A blog WhAT PurPose is The blog To serve? WhAT is iT To ACCoMPlish? WhAT ProbleM is iT To solve? WhAT gAP is iT To Fill? ©Fluid Studio, 2009
  • 45. PlAnning TiPs For your blog 2. deFine your reAsoning To CreATe A blog PoTenTiAl reAsoning: • Increase company credibility • Improve reputation, • Improve customer service • Enhance customer interaction • Give customers behind the scenes “feel” of company culture • Provide communication back channel • Create openness ©Fluid Studio, 2009 • Showcase innovation • Air business issues • Build trust, etc.
  • 46. PlAnning TiPs For your blog 3. idenTiFy your AudienCe ©Fluid Studio, 2009
  • 47. PlAnning TiPs For your blog 3. idenTiFy your AudienCe WhoM do you WAnT To ATTrACT As reAders? ©Fluid Studio, 2009
  • 48. PlAnning TiPs For your blog 3. idenTiFy your AudienCe WhoM do you WAnT To ATTrACT As reAders? WhAT Are They inTeresTed in? ©Fluid Studio, 2009
  • 49. PlAnning TiPs For your blog 3. idenTiFy your AudienCe WhoM do you WAnT To ATTrACT As reAders? WhAT Are They inTeresTed in? WhAT needs do They hAve? ©Fluid Studio, 2009
  • 50. PlAnning TiPs For your blog 3. idenTiFy your AudienCe WhoM do you WAnT To ATTrACT As reAders? WhAT Are They inTeresTed in? WhAT needs do They hAve? hoW CAn you geT Their ATTenTion? ©Fluid Studio, 2009
  • 51. PlAnning TiPs For your blog 3. idenTiFy your AudienCe WhoM do you WAnT To ATTrACT As reAders? WhAT Are They inTeresTed in? WhAT needs do They hAve? hoW CAn you geT Their ATTenTion? WhAT serviCe CAn you PerForM For ©Fluid Studio, 2009 TheM?
  • 52. PlAnning TiPs For your blog 3. idenTiFy your AudienCe WhoM do you WAnT To ATTrACT As reAders? WhAT Are They inTeresTed in? WhAT needs do They hAve? hoW CAn you geT Their ATTenTion? WhAT serviCe CAn you PerForM For ©Fluid Studio, 2009 TheM? hoW CAn you build A relATionshiP WiTh TheM?
  • 53. PlAnning TiPs For your blog 4. do your reseArCh ©Fluid Studio, 2009
  • 54. PlAnning TiPs For your blog 4. do your reseArCh Who Are The CurrenT bloggers in The subjeCT sPACe? ©Fluid Studio, 2009
  • 55. PlAnning TiPs For your blog 4. do your reseArCh Who Are The CurrenT bloggers in The subjeCT sPACe? WhAT is The PosiTioning oF eACh? ©Fluid Studio, 2009
  • 56. PlAnning TiPs For your blog 4. do your reseArCh Who Are The CurrenT bloggers in The subjeCT sPACe? WhAT is The PosiTioning oF eACh? WhAT Are Their PosiTions on issues? ©Fluid Studio, 2009
  • 57. PlAnning TiPs For your blog 4. do your reseArCh Who Are The CurrenT bloggers in The subjeCT sPACe? WhAT is The PosiTioning oF eACh? WhAT Are Their PosiTions on issues? WhAT is The “PersonAliTy” oF eACh blog? ©Fluid Studio, 2009
  • 58. PlAnning TiPs For your blog 4. do your reseArCh Who Are The CurrenT bloggers in The subjeCT sPACe? WhAT is The PosiTioning oF eACh? WhAT Are Their PosiTions on issues? WhAT is The “PersonAliTy” oF eACh blog? hoW Will you PosiTion yourselF in ©Fluid Studio, 2009 relATion To These “CoMPeTiTors?”
  • 59. PlAnning TiPs For your blog 5. reCruiT your ConTenT CreATors ©Fluid Studio, 2009
  • 60. PlAnning TiPs For your blog 5. reCruiT your ConTenT CreATors Selecting an individual to be the “star” of your corporate blog is probably the most important decision. Almost by definition,individuals—not companies— write blogs. ©Fluid Studio, 2009
  • 61. An ideAl CorPorATe blogger Possesses MosT oF The FolloWing ATTribuTes: AuThenTiC subjeCT-MATTer exPerT PAssion For subjeCT sTrong oPinions solid WriTing skills (PreFerAbly WiTh FlAir) AvAilAble TiMe oMMiTMenT To blogging CorPorATe loyAlTy resPeCTed by Peers reACTs CAlMly To oThers’ ouTbursTs ©Fluid Studio, 2009 sense oF huMor
  • 62. PlAnning TiPs For your blog 5. reFine your reAsoning And diFFerenTiATe your blog ©Fluid Studio, 2009
  • 63. PlAnning TiPs For your blog 5. reFine your reAsoning And diFFerenTiATe your blog bAsed on your reseArCh, you’ll need To reFine your subjeCT/Mission. ©Fluid Studio, 2009
  • 64. PlAnning TiPs For your blog 5. reFine your reAsoning And diFFerenTiATe your blog bAsed on your reseArCh, you’ll need To reFine your subjeCT/Mission. hoW Will you diFFerenTiATe your blog FroM oThers on The subjeCT? ©Fluid Studio, 2009
  • 65. PlAnning TiPs For your blog 5. reFine your reAsoning And diFFerenTiATe your blog in MArkeTing TerMs, WhAT’s The “PosiTioning” For your blog? ©Fluid Studio, 2009
  • 66. PlAnning TiPs For your blog 5. reFine your reAsoning And diFFerenTiATe your blog in MArkeTing TerMs, WhAT’s The “PosiTioning” For your blog? Is it the critic? The expert? The gadfly? The helper? The linker? The reference? ©Fluid Studio, 2009 The innovator? The idea person? The soother?
  • 67. PlAnning TiPs For your blog 5. reFine your reAsoning And diFFerenTiATe your blog suCCessFul blogs hAve boTh A vieWPoinT And A “voiCe.” ©Fluid Studio, 2009
  • 68. PlAnning TiPs For your blog 5. reFine your reAsoning And diFFerenTiATe your blog suCCessFul blogs hAve boTh A vieWPoinT And A “voiCe.” What are yours? Importantly, both voice and viewpoint must be authentic; phoniness is a certain blog-killer. ©Fluid Studio, 2009
  • 69. PlAnning TiPs For your blog 6. reCruiT A CorPorATe ChAMPion ©Fluid Studio, 2009
  • 70. PlAnning TiPs For your blog 6. reCruiT A CorPorATe ChAMPion Corporate blogs need high-level support within the organization—a powerful, well-placed executive who will unwaveringly defend the blog. Who can you sway? ©Fluid Studio, 2009
  • 71. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) ©Fluid Studio, 2009
  • 72. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 1. seleCT sPeCiFiCs (tools/location/hosting service) ©Fluid Studio, 2009
  • 73. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 1. seleCT sPeCiFiCs (tools/location/hosting service) soMe oF The MosT PoPulAr serviCes: ©Fluid Studio, 2009
  • 74. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 1. seleCT sPeCiFiCs (tools/location/hosting service) soMe oF The MosT PoPulAr serviCes: • Blogger www.blogger.com is Google’s free blogging service. • LiveJournal www.livejournal.com from SixApart is a free blogging service, largely used for creating personal journals. • Typepad www.typepad.com, another service from Six Apart, is used by many business blogs. • Movable Type www.sixapart.com/moveabletype/ ©Fluid Studio, 2009 provides more advanced site design and development capabilities. • WordPress www.wordpress.org is a personal publishing platform for bloggers who want more sophisticated features.
  • 75. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 2. develoP A ConTenT PlAn For lAunCh ©Fluid Studio, 2009
  • 76. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 2. develoP A ConTenT PlAn For lAunCh blogs gAin AudienCe, inFluenCe, And TrusT over TiMe. iT is orgAniC groWTh. ©Fluid Studio, 2009
  • 77. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 2. develoP A ConTenT PlAn For lAunCh blogs gAin AudienCe, inFluenCe, And TrusT over TiMe. iT is orgAniC groWTh. Postings during the first few months should stake out the territory. The first 15-25 blog posts over the initial two to four weeks are designed to establish a presence, define the “subject” or “space” for the blog, and establish the credibility of the blogger. ©Fluid Studio, 2009
  • 78. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 3. MAke your debuT! ©Fluid Studio, 2009
  • 79. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 3. MAke your debuT! FirsT ©Fluid Studio, 2009
  • 80. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 3. MAke your debuT! FirsT Establish a presence and build relationships by responding to posts in other blogs—and use those responses to start establishing your expert credentials, positioning, view- point, and “voice” or personality. The key to a successful debut is to connect with the target audience and engage them. The quickest way to connect is to hit a hot button or to give a peek behind the corporate curtain. ©Fluid Studio, 2009
  • 81. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 4. Churn ouT ConTenT/CreATe A rhyThM ©Fluid Studio, 2009
  • 82. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 4. Churn ouT ConTenT/CreATe A rhyThM Worthwhile content—interesting ideas, insights, opinions, reports—is the heart of blogging. Ideally, you want to be- come a credible “go-to” blog—a recognized authority for your subject area. Keeping blog content substantive and fresh is critical to attracting and holding readers. Post fre- quently and consistently. Daily or even more frequently is best. Weekly at least. Not all posts need to be deep—but all should be interest- ing to your audience. Short posts with musings can be very effective. Insights don’t have to be long—just worthwhile. After all, this is the Web, where readers are scanners and “short” is welcome and appreciated. ©Fluid Studio, 2009
  • 83. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 5. FolloW The blog sTyle/use links/sTAy on TrACk ©Fluid Studio, 2009
  • 84. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 5. FolloW The blog sTyle/use links/sTAy on TrACk An informal, conversational style dominates blog writing. It’s what’s expected—and corporate blogs that conform are more likely to succeed. Concise is expected. Most bloggers use bullet points liberally. The goal is to make reading quick and easy—enable read- ers to scan content. Provide links to stories or ideas you reference. That’s the blog etiquette. Stay relevant. Keep on topic and on track. ©Fluid Studio, 2009
  • 85. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 6. be beTTer/PlAy niCe ©Fluid Studio, 2009
  • 86. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 6. be beTTer/PlAy niCe be beTTer MeAns: ©Fluid Studio, 2009
  • 87. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 6. be beTTer/PlAy niCe be beTTer MeAns: • Have more interesting content than your competitors. • Be more responsive than your competitors. Even marginally better often makes a big business difference (ref: iPod). ©Fluid Studio, 2009
  • 88. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 6. be beTTer/PlAy niCe PlAy niCe MeAns: ©Fluid Studio, 2009
  • 89. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 6. be beTTer/PlAy niCe PlAy niCe MeAns: • Always be civil. Bloggers thrive on strongly expressed opinion, but are put off by personal attacks. The blogo- sphere slices up and disposes of mean or rude people quickly. • Never tell a lie and never try to hide information. You’ll get caught, lose credibility, and never get it back. • Say nice things about competitors. It disarms them and gains you points with others. ©Fluid Studio, 2009
  • 90. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 7. inviTe resPonse ©Fluid Studio, 2009
  • 91. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 7. inviTe resPonse Enabling the target audience to respond is a defining characteristic of blogs. The key: Allow dissidents to participate but not dominate the discussion. In the give-and-take environment, bloggers need a thick skin and need to acknowledge mistakes—their own and their company’s. Think twice about erasing negative comments by others— and then think again. Openness is vital in successful blogging. Inviting response means giving up some control of the message. Owning the blog, however, ensures that you have the last word. ©Fluid Studio, 2009
  • 92. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 8. MoniTor disCussion ©Fluid Studio, 2009
  • 93. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 8. MoniTor disCussion Monitor regularly what the market is saying about your company, its products, people, competitors, and industry issues. Monitor not only blogs but also message boards, forums, and Usenet newsgroups. You can use one of the blog search engines such as Technorati www.technorati.com PubSub www.pubsub.org Google Blog Search blogs.google.com BlogPulse www.blogpulse.com and Feedster (www.feedster.com You can also use RSS tools such as Bloglines www.bloglines.com ©Fluid Studio, 2009 NewsGator ww.newsgator.com
  • 94. TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich) 8. MoniTor disCussion Monitor Usenet with Google Groups groups.google.com. Monitor message boards with BoardReader www.boardreader.com Or, for fully integrated media monitoring, you can subscribe to a service such as CyberAlert www.cyberalert.com Cymfony www.cymfony.com Carma www.carmainternational.com KD Paine & Partnerswww.kdpaine.com ©Fluid Studio, 2009
  • 95. ©Fluid Studio, 2009 PACKAGING | GRAPHIC DESIGN | INTEGRATED MARKETING | ADVERTISING