KMP - Social Media Marketing Seminar Blogging For Business

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Blogging as a Business Tool

What IS a blog? KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Conversations and how we monitor them

KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Who is standing out from the crowd ?

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Other things to think about

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... How did we get from THIS ...

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...to THESE ?

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Scale

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Speed

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Impact

KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... What IS the blogosphere?

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

KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Stakeholder Influence Analysis

KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Net Promoters Index

KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Buzz Monitoring & Reporting

KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Live Buzz - Biggest Topics

KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Live Buzz - Fastest Growing Topics

Live Buzz - Most Popular Sites KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Build communities around your business

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Integration into a wider campaign

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Publicise/Promote/Blog events

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... An accompaniment to e-commerce

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Demonstrate thought leadership

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Engage with brand champions

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Crisis Management

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

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

KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Widening blog reach

KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... Widening blog reach

By 2010, 70% of the content of the web will be user generated

IDC/EMC Survey March 2007

18 MONTHS KMP Interactive Marketing & Technology 30th September 2008 Paul Fabretti Blogging as a Business Tool Social Media Marketing Seminar ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................

Thanks KMP Interactive Marketing & Technology Bill Daring 12th September 2008 Paul Fabretti Barclaycard Social Media & Ackura PressRoom ........................................................................................................................................................................................................................................................................................................................................................................................................................... ........................................................................................................................................................................................................................................................................................................................................................................................................................... ...........................................................................................................................................................................................................................................................................................................................................................................................................................