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KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
KMP - Social Media Marketing Seminar   Blogging For Business
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KMP - Social Media Marketing Seminar Blogging For Business

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A presentation of how businesses could and should use blogs as part of their communications strategy.

A presentation of how businesses could and should use blogs as part of their communications strategy.

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  • 1. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Blogging as a Business Tool
  • 2. What IS a blog? KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 3. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Conversations and how we monitor them
  • 4. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Who is standing out from the crowd ?
  • 5. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Other things to think about
  • 6. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... How did we get from THIS ...
  • 7. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...to THESE ?
  • 8. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Scale
  • 9. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Speed
  • 10. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Impact
  • 11. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 12. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 13. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... What IS the blogosphere?
  • 14. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Stakeholder Influence Analysis Who are the people with influence or that shape the opinions of others? How do you find the people and topics that matter? Buzz Monitoring & Reporting What is the sentiment of conversations? How is it changing? Net Promoters Index Take a particular topic and extract the positive comments from the negative ones
  • 15. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Stakeholder Influence Analysis
  • 16. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 17. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Net Promoters Index
  • 18. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Net Promoters Index
  • 19. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Buzz Monitoring & Reporting
  • 20. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Live Buzz - Biggest Topics
  • 21. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Live Buzz - Fastest Growing Topics
  • 22. Live Buzz - Most Popular Sites KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 23. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 24. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 25. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 26. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 27. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 28. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 29. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 30. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 31. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 32. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Build communities around your business
  • 33. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Build communities around your business
  • 34. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Integration into a wider campaign
  • 35. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Publicise/Promote/Blog events
  • 36. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Publicise/Promote/Blog events
  • 37. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... An accompaniment to e-commerce
  • 38. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... An accompaniment to e-commerce
  • 39. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Demonstrate thought leadership
  • 40. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Engage with brand champions
  • 41. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Crisis Management
  • 42. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 43. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Tone of voice Formal, friendly, colloquial Content entry and SEO Tag number and naming, linking, images, keyword density, post length Blog type Retail, Customer Service, Thought-Leadership/Innovation, Sales Blog management (a) Define structure: Admins, authors, contributors, approval process Other factors to consider
  • 44. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Moderation Who and how are you going to manage the conversation? Blogger Outreach How are you going to engage with influencers and who is going to do it? Legal Lay solid foundations for a safe blogging environment. Let everyone know where they stand. Other factors to consider Blog management (b) How often, when, who, coordination with other channels
  • 45. KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Widening blog reach
  • 46. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Widening blog reach
  • 47. KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Widening blog reach
  • 48. By 2010, 70% of the content of the web will be user generated <ul><li>IDC/EMC Survey March 2007 </li></ul>18 MONTHS KMP Interactive Marketing &amp; Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................
  • 49. Thanks KMP Interactive Marketing &amp; Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media &amp; Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

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