gabba.
create conversation.



                       Blogs:
                       The beating heart of
                 ...
who do we work for?




                      Diana Memorial Find, Todd White/Coca
                      Cola
how did we go from this...
a simple diary
...to this...
fully-blown commercial entities...
scale...
133,000,000 blog and
speed...
modern publishers can’t keep
impact...
blogs carry huge influence
impact...
blogs carry huge influence
impact...
blogs carry huge influence
impact...
blogs carry huge influence
chaos
there’s just too many services
it’s all a bit chaotic
but some sense is emerging
adoption is maturing
channel usage blurs
adoption is maturing
channel usage blurs
adoption is maturing
channel usage blurs
adoption is maturing
channel usage blurs
adoption is maturing
channel usage blurs
the search cycle has changed
opinion influencing happens at the results
social media
it’s about people




     “A collection of tools and services that allow people to
     share and distribute...
where to start with your strategy
have a rigid process that is flexible...
listening.
being a good listener will get you further than being a good talker
Engagement = Marriage (normally).
How can you get intimate in 140 characters?
listening.
being a good listener will get you further than being a good talker
so what does it look like
  where your blog post may go...

Tags: AWD, workers
                           Delicious


Tags...
The Neighbourhood Awareness Portal.
Dramatically improving visibility and
do twitter
oh hang on, i’ve only got 140
do twitter
oh hang on, i’ve only got 140
do Facebook
oh, hang on, I can only do what they allow
do Facebook
oh, hang on, I can only do what they allow
do you tube....dude
video is the future...
do you tube....dude
video is the future...
Measurement & Analytics
blogs can fully integrate google




           Hard Metrics            vs.    Soft Metrics
      ...
Measurement & Analytics
what can other channels provide?




                   vs.                    vs.




 Blogs     ...
so why blogs...in a nutshell
or the “you can miss all the other slides out
1. SEO - create relevant, timely and contextual...
but...it’s not all plain sailing...
what else do you need to think about?
but...it’s not all plain sailing...
what else do you need to think about?
but...it’s not all plain sailing...
what else do you need to think about?


    Channel type - Recruitment, Customer Servi...
but...it’s not all plain sailing...
what else do you need to think about?


    Channel type - Recruitment, Customer Servi...
but...it’s not all plain sailing...
what else do you need to think about?


    Channel type - Recruitment, Customer Servi...
but...it’s not all plain sailing...
what else do you need to think about?


    Channel type - Recruitment, Customer Servi...
but...it’s not all plain sailing...
what else do you need to think about?
but...it’s not all plain sailing...
what else do you need to think about?


    Channel management (b) - How often, when, ...
but...it’s not all plain sailing...
what else do you need to think about?


    Channel management (b) - How often, when, ...
but...it’s not all plain sailing...
what else do you need to think about?


    Channel management (b) - How often, when, ...
but...it’s not all plain sailing...
what else do you need to think about?


    Channel management (b) - How often, when, ...
hearing and listening are very different
create relevant, timely content
moderation
no different to a call-centre script
so, if blogging seems like a good idea...
...what should we ask ourselves?
the connected
consumer
the connected
consumer


Connects & Is connected
the connected
consumer


Connects & Is connected

Collaborates
the connected
consumer


Connects & Is connected

Collaborates

All-consuming
the connected
consumer


Connects & Is connected

Collaborates

All-consuming

Shares
the connected
consumer


Connects & Is connected

Collaborates

All-consuming

Shares

Creates
connecting.
with others who share the same opinions, belief and values.
connecting.
with others who share the same opinions, belief and values.



     What common values and interests do we
   ...
connecting.
with others who share the same opinions, belief and values.



     What common values and interests do we
   ...
connecting.
with others who share the same opinions, belief and values.



     What common values and interests do we
   ...
connecting.
with others who share the same opinions, belief and values.



     What common values and interests do we
   ...
collaborating.
people are working together to make things happen.
collaborating.
people are working together to make things happen.



     Is it appropriate for us to collaborate with
   ...
collaborating.
people are working together to make things happen.



     Is it appropriate for us to collaborate with
   ...
collaborating.
people are working together to make things happen.



     Is it appropriate for us to collaborate with
   ...
consuming.
people are consuming more content in many new ways.
consuming.
people are consuming more content in many new ways.



     What formats are they consuming, where and
     wha...
consuming.
people are consuming more content in many new ways.



     What formats are they consuming, where and
     wha...
consuming.
people are consuming more content in many new ways.



     What formats are they consuming, where and
     wha...
sharing.
people are sharing what matters to them with their friends.
sharing.
people are sharing what matters to them with their friends.


    What can we share about ourselves that will
   ...
sharing.
people are sharing what matters to them with their friends.


    What can we share about ourselves that will
   ...
sharing.
people are sharing what matters to them with their friends.


    What can we share about ourselves that will
   ...
creation.
new tools make it easy for everyone to create content.
creation.
new tools make it easy for everyone to create content.



    What are the most popular forms of
    expression ...
creation.
new tools make it easy for everyone to create content.



    What are the most popular forms of
    expression ...
so, how are others using blogs...
how could YOU use a blog?
branding & commerce
let the public see the “real” people behind the
branding & commerce
let the public see the “real” people behind the
branding & commerce
let the public see the “real” people behind the
branding
centre of your brand universe
branding
centre of your brand universe
branding
centre of your brand universe
branding
centre of your brand universe
branding
opening up the business
branding
opening up the business
branding
opening up the business
building community
making customers feel involved
building community
making customers feel involved
building community
making customers feel involved
building community
making customers feel involved
thought leadership.
show you know your stuff
conferences
bringing events to life, showing the value
conferences
showing what has gone before
outreach
influencing the influencers
campaign hub
a basecamp for campaign-based activities
campaign hub
a basecamp for campaign-based activities
campaign hub
a basecamp for campaign-based activities
campaign hub
a basecamp for campaign-based activities
campaign hub
a basecamp for campaign-based activities
e-commerce
tying current affairs up with product
crisis management
for when 140 words REALLY isn’t enough
CSR
when no amount of words is enough...
So...in an even smaller nutshell
why blogs...




      1. Search-friendly
      2. Direct
      3. Engender trust
thanks for staying with it...
...that’s the end...but remember...
gabba.
create conversation.



                       Paul Fabretti
                       @paulfabretti
                 ...
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Kmp blogging presentation

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My presentation from the KMP Seminar on 6th May 2010.

It was a stab at explaining some of why I think blogs are the beating heart of a social media strategy.

It's also got some good cases of how brands build up their social media presences from blogs out to other social networks.

Enjoy and download...and please link/quote if quoted/cited.

Thx, Paul

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  • people are doing the same things, but differently. Interaction with blogs continue to grow.

  • people are doing the same things, but differently. Interaction with blogs continue to grow.
  • people are doing the same things, but differently. Interaction with blogs continue to grow.
  • people are doing the same things, but differently. Interaction with blogs continue to grow.
  • people are doing the same things, but differently. Interaction with blogs continue to grow.
  • people are doing the same things, but differently. Interaction with blogs continue to grow.
  • THERE’S JUST TOO MANY SERVICES, LITTLE DISTINCTION AND THIS INHIBITS THE WILLINGNESS OF PEOPLE TO TEST AND TRY
  • some order is happening, making our jobs a little easier
  • people are doing the same things, but differently. Interaction with blogs continue to grow.
  • people are doing the same things, but differently. Interaction with blogs continue to grow.
  • people are doing the same things, but differently. Interaction with blogs continue to grow.
  • people are doing the same things, but differently. Interaction with blogs continue to grow.
  • THERE’S JUST TOO MANY SERVICES, LITTLE DISTINCTION AND THIS INHIBITS THE WILLINGNESS OF PEOPLE TO TEST AND TRY
  • but remember


  • Forrester’s engagement cycle

  • not saying if you should use other services, consider the hub and spoke model
































































  • Kmp blogging presentation

    1. 1. gabba. create conversation. Blogs: The beating heart of your social media strategy
    2. 2. who do we work for? Diana Memorial Find, Todd White/Coca Cola
    3. 3. how did we go from this... a simple diary
    4. 4. ...to this... fully-blown commercial entities...
    5. 5. scale... 133,000,000 blog and
    6. 6. speed... modern publishers can’t keep
    7. 7. impact... blogs carry huge influence
    8. 8. impact... blogs carry huge influence
    9. 9. impact... blogs carry huge influence
    10. 10. impact... blogs carry huge influence
    11. 11. chaos there’s just too many services
    12. 12. it’s all a bit chaotic but some sense is emerging
    13. 13. adoption is maturing channel usage blurs
    14. 14. adoption is maturing channel usage blurs
    15. 15. adoption is maturing channel usage blurs
    16. 16. adoption is maturing channel usage blurs
    17. 17. adoption is maturing channel usage blurs
    18. 18. the search cycle has changed opinion influencing happens at the results
    19. 19. social media it’s about people “A collection of tools and services that allow people to share and distribute opinions, experiences and information through digital media”
    20. 20. where to start with your strategy have a rigid process that is flexible...
    21. 21. listening. being a good listener will get you further than being a good talker
    22. 22. Engagement = Marriage (normally). How can you get intimate in 140 characters?
    23. 23. listening. being a good listener will get you further than being a good talker
    24. 24. so what does it look like where your blog post may go... Tags: AWD, workers Delicious Tags: agency working AWD Blog Post rules DIGG, Stumbleupon Distribution • Comments Tags: employment rules Tags: AWD, • Sharing agency workers • Retweets directive, parasol • Digg • Facebook Forums Tags: AWD, agency workers directive, parasol Public RT of article AWD Presentation Public Blog Posts AWD Twitter Account Linkedin Profile • Group • Poll • Status update • Questions • Presentations • Blog Post
    25. 25. The Neighbourhood Awareness Portal. Dramatically improving visibility and
    26. 26. do twitter oh hang on, i’ve only got 140
    27. 27. do twitter oh hang on, i’ve only got 140
    28. 28. do Facebook oh, hang on, I can only do what they allow
    29. 29. do Facebook oh, hang on, I can only do what they allow
    30. 30. do you tube....dude video is the future...
    31. 31. do you tube....dude video is the future...
    32. 32. Measurement & Analytics blogs can fully integrate google Hard Metrics vs. Soft Metrics • Visits • Comments • Page Views • Post/Comment ratio • Bounce Rate • Reach • Time on Site • RT • % new visits • Sentiment
    33. 33. Measurement & Analytics what can other channels provide? vs. vs. Blogs Facebook Twitter You Tube • Full Analytics • Social Graph • Followers • Views • Bookmarking • Demographics • Re-tweets • Engagements • “Likes” • Favourited tweets • Demographic • Mentions • Discovery • @replies
    34. 34. so why blogs...in a nutshell or the “you can miss all the other slides out 1. SEO - create relevant, timely and contextual content for readers AND search engines 1. Frequency 2. Tags/Keywords 3. Sub-domain 4. Links 5. Multimedia 2. Direct - there’s no PR fluff or advertising in the way 3. Aggregates - all your social channels 4. Brand Building - they provide a much more effective way to develop a relationship with customer 5. Competitive Differentiation - in many cases, your competitor will NOT be doing it, even now 6. Relational Marketing - continual, open dialogue engenders trust 7. Exploit Niches - publishing relevant content is often quicker and easier than posting News via a CMS 8. Reputation Management - using the tools of the detractors allows a timely response to happen 9. Low cost - blogs are NOT expensive to build/design
    35. 35. but...it’s not all plain sailing... what else do you need to think about?
    36. 36. but...it’s not all plain sailing... what else do you need to think about?
    37. 37. but...it’s not all plain sailing... what else do you need to think about? Channel type - Recruitment, Customer Service, Thought-Leadership/Innovation, Sales
    38. 38. but...it’s not all plain sailing... what else do you need to think about? Channel type - Recruitment, Customer Service, Thought-Leadership/Innovation, Sales Tone of voice - Formal, friendly, colloquial?
    39. 39. but...it’s not all plain sailing... what else do you need to think about? Channel type - Recruitment, Customer Service, Thought-Leadership/Innovation, Sales Tone of voice - Formal, friendly, colloquial? Content entry and SEO - Tag number and naming, linking, images, keyword density, post length
    40. 40. but...it’s not all plain sailing... what else do you need to think about? Channel type - Recruitment, Customer Service, Thought-Leadership/Innovation, Sales Tone of voice - Formal, friendly, colloquial? Content entry and SEO - Tag number and naming, linking, images, keyword density, post length Channel management (a) - Define structure: Administrators, authors, contributors, content approval
    41. 41. but...it’s not all plain sailing... what else do you need to think about?
    42. 42. but...it’s not all plain sailing... what else do you need to think about? Channel management (b) - How often, when, who, coordination with other channels
    43. 43. but...it’s not all plain sailing... what else do you need to think about? Channel management (b) - How often, when, who, coordination with other channels Moderation - Who and how are you going to manage any conversations?
    44. 44. but...it’s not all plain sailing... what else do you need to think about? Channel management (b) - How often, when, who, coordination with other channels Legal - Lay solid foundations for a safe social environment. Let everyone know where they stand. Moderation - Who and how are you going to manage any conversations?
    45. 45. but...it’s not all plain sailing... what else do you need to think about? Channel management (b) - How often, when, who, coordination with other channels Channel Promotion - How are you going to engage with influencers and who is going to do it? Legal - Lay solid foundations for a safe social environment. Let everyone know where they stand. Moderation - Who and how are you going to manage any conversations?
    46. 46. hearing and listening are very different create relevant, timely content
    47. 47. moderation no different to a call-centre script
    48. 48. so, if blogging seems like a good idea... ...what should we ask ourselves?
    49. 49. the connected consumer
    50. 50. the connected consumer Connects & Is connected
    51. 51. the connected consumer Connects & Is connected Collaborates
    52. 52. the connected consumer Connects & Is connected Collaborates All-consuming
    53. 53. the connected consumer Connects & Is connected Collaborates All-consuming Shares
    54. 54. the connected consumer Connects & Is connected Collaborates All-consuming Shares Creates
    55. 55. connecting. with others who share the same opinions, belief and values.
    56. 56. connecting. with others who share the same opinions, belief and values. What common values and interests do we share with our customers?
    57. 57. connecting. with others who share the same opinions, belief and values. What common values and interests do we share with our customers? How can we connect with them?
    58. 58. connecting. with others who share the same opinions, belief and values. What common values and interests do we share with our customers? How can we connect with them? Where are those people already?
    59. 59. connecting. with others who share the same opinions, belief and values. What common values and interests do we share with our customers? How can we connect with them? Where are those people already? How can we connect customers to each other?
    60. 60. collaborating. people are working together to make things happen.
    61. 61. collaborating. people are working together to make things happen. Is it appropriate for us to collaborate with customers?
    62. 62. collaborating. people are working together to make things happen. Is it appropriate for us to collaborate with customers? If so, how and in a meaningful way?
    63. 63. collaborating. people are working together to make things happen. Is it appropriate for us to collaborate with customers? If so, how and in a meaningful way? How can we help customers collaborate with each other?
    64. 64. consuming. people are consuming more content in many new ways.
    65. 65. consuming. people are consuming more content in many new ways. What formats are they consuming, where and what are they doing with it?
    66. 66. consuming. people are consuming more content in many new ways. What formats are they consuming, where and what are they doing with it? How can we connect stakeholders to each other?
    67. 67. consuming. people are consuming more content in many new ways. What formats are they consuming, where and what are they doing with it? How can we connect stakeholders to each other? What can we create that provides a multi-platform
    68. 68. sharing. people are sharing what matters to them with their friends.
    69. 69. sharing. people are sharing what matters to them with their friends. What can we share about ourselves that will make our clients more informed / interested?
    70. 70. sharing. people are sharing what matters to them with their friends. What can we share about ourselves that will make our clients more informed / interested? How can we help others share our relevant content more easily?
    71. 71. sharing. people are sharing what matters to them with their friends. What can we share about ourselves that will make our clients more informed / interested? How can we help others share our relevant content more easily? How can we be the people to help them share?
    72. 72. creation. new tools make it easy for everyone to create content.
    73. 73. creation. new tools make it easy for everyone to create content. What are the most popular forms of expression our customers use?
    74. 74. creation. new tools make it easy for everyone to create content. What are the most popular forms of expression our customers use? What material can we provide our customer to help them be creative with our brand?
    75. 75. so, how are others using blogs... how could YOU use a blog?
    76. 76. branding & commerce let the public see the “real” people behind the
    77. 77. branding & commerce let the public see the “real” people behind the
    78. 78. branding & commerce let the public see the “real” people behind the
    79. 79. branding centre of your brand universe
    80. 80. branding centre of your brand universe
    81. 81. branding centre of your brand universe
    82. 82. branding centre of your brand universe
    83. 83. branding opening up the business
    84. 84. branding opening up the business
    85. 85. branding opening up the business
    86. 86. building community making customers feel involved
    87. 87. building community making customers feel involved
    88. 88. building community making customers feel involved
    89. 89. building community making customers feel involved
    90. 90. thought leadership. show you know your stuff
    91. 91. conferences bringing events to life, showing the value
    92. 92. conferences showing what has gone before
    93. 93. outreach influencing the influencers
    94. 94. campaign hub a basecamp for campaign-based activities
    95. 95. campaign hub a basecamp for campaign-based activities
    96. 96. campaign hub a basecamp for campaign-based activities
    97. 97. campaign hub a basecamp for campaign-based activities
    98. 98. campaign hub a basecamp for campaign-based activities
    99. 99. e-commerce tying current affairs up with product
    100. 100. crisis management for when 140 words REALLY isn’t enough
    101. 101. CSR when no amount of words is enough...
    102. 102. So...in an even smaller nutshell why blogs... 1. Search-friendly 2. Direct 3. Engender trust
    103. 103. thanks for staying with it... ...that’s the end...but remember...
    104. 104. gabba. create conversation. Paul Fabretti @paulfabretti @letsgabba p.fabretti@letsgabba.co m
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