Blogging - Paul Fabretti

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Presentation about corporate blogging given by Paul Fabretti, from Gabba, at InBlackandWhite's Social Media Master Class

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Blogging - Paul Fabretti

  1. 1. gabba. create conversation. Blogs: The beating heart of your social media strategy Thursday, 6 May 2010
  2. 2. who do we work for? we sleep in compost... Diana Memorial Find, Todd White/Coca Cola Thursday, 6 May 2010
  3. 3. chaos there’s just too many services Thursday, 6 May 2010
  4. 4. it’s all a bit chaotic but some sense is emerging Thursday, 6 May 2010
  5. 5. adoption is maturing channel usage blurs Thursday, 6 May 2010
  6. 6. adoption is maturing channel usage blurs Thursday, 6 May 2010
  7. 7. adoption is maturing channel usage blurs Thursday, 6 May 2010
  8. 8. adoption is maturing channel usage blurs Thursday, 6 May 2010
  9. 9. adoption is maturing channel usage blurs Thursday, 6 May 2010
  10. 10. so what does it look like where your blog post may go... Tags: AWD, workers Delicious Tags: agency working rules AWD Blog Post DIGG, Stumbleupon Distribution • Comments Tags: employment rules Tags: AWD, • Sharing agency workers • Retweets directive, parasol • Digg • Facebook Forums Tags: AWD, agency workers directive, parasol Public RT of article AWD Presentation Public Blog Posts AWD Twitter Account Linkedin Profile • Group • Poll • Status update • Questions • Presentations • Blog Post Thursday, 6 May 2010
  11. 11. social media it’s about people “A collection of tools and services that allow people to share and distribute opinions, experiences and information through digital media” Thursday, 6 May 2010
  12. 12. where to start with your strategy have a rigid process that is flexible... Thursday, 6 May 2010
  13. 13. listening. being a good listener will get you further than being a good talker Thursday, 6 May 2010
  14. 14. Engagement = Marriage (normally). How can you get intimate in 140 characters? Thursday, 6 May 2010
  15. 15. listening. being a good listener will get you further than being a good talker Thursday, 6 May 2010
  16. 16. do twitter oh hang on, i’ve only got 140 cha Thursday, 6 May 2010
  17. 17. do Facebook oh, hang on, I can only do what they allow me to Thursday, 6 May 2010
  18. 18. do you tube....dude video is the future... Thursday, 6 May 2010
  19. 19. Measurement & Analytics blogs can fully integrate google analytics Hard Metrics vs. Soft Metrics • Visits • Comments • Page Views • Post/Comment ratio • Bounce Rate • Reach • Time on Site • RT • % new visits • Sentiment Thursday, 6 May 2010
  20. 20. Measurement & Analytics what can other channels provide? vs. vs. Blogs Facebook Twitter You Tube • Full Analytics • Social Graph • Followers • Views • Bookmarking • Demographics • Re-tweets • Engagements • “Likes” • Favourited tweets • Demographic • Mentions • Discovery • @replies Thursday, 6 May 2010
  21. 21. so why blogs...in a nutshell or the “you can miss all the other slides out slide” 1. SEO - create relevant, timely and contextual content for readers AND search engines 1. Frequency 2. Tags/Keywords 3. Sub-domain 4. Links 5. Multimedia 2. Direct - there’s no PR fluff or advertising in the way 3. Aggregates - all your social channels 4. Brand Building - they provide a much more effective way to develop a relationship with customer 5. Competitive Differentiation - in many cases, your competitor will NOT be doing it, even now 6. Relational Marketing - continual, open dialogue engenders trust 7. Exploit Niches - publishing relevant content is often quicker and easier than posting News via a CMS 8. Reputation Management - using the tools of the detractors allows a timely response to happen 9. Low cost - blogs are NOT expensive to build/design Thursday, 6 May 2010
  22. 22. but...it’s not all plain sailing... what else do you need to think about? Thursday, 6 May 2010
  23. 23. but...it’s not all plain sailing... what else do you need to think about? Thursday, 6 May 2010
  24. 24. but...it’s not all plain sailing... what else do you need to think about? Channel type - Recruitment, Customer Service, Thought- Leadership/Innovation, Sales Thursday, 6 May 2010
  25. 25. but...it’s not all plain sailing... what else do you need to think about? Channel type - Recruitment, Customer Service, Thought- Leadership/Innovation, Sales Tone of voice - Formal, friendly, colloquial? Thursday, 6 May 2010
  26. 26. but...it’s not all plain sailing... what else do you need to think about? Channel type - Recruitment, Customer Service, Thought- Leadership/Innovation, Sales Tone of voice - Formal, friendly, colloquial? Content entry and SEO - Tag number and naming, linking, images, keyword density, post length Thursday, 6 May 2010
  27. 27. but...it’s not all plain sailing... what else do you need to think about? Channel type - Recruitment, Customer Service, Thought- Leadership/Innovation, Sales Tone of voice - Formal, friendly, colloquial? Content entry and SEO - Tag number and naming, linking, images, keyword density, post length Channel management (a) - Define structure: Administrators, authors, contributors, content approval process Thursday, 6 May 2010
  28. 28. but...it’s not all plain sailing... what else do you need to think about? Thursday, 6 May 2010
  29. 29. but...it’s not all plain sailing... what else do you need to think about? Channel management (b) - How often, when, who, coordination with other channels Thursday, 6 May 2010
  30. 30. but...it’s not all plain sailing... what else do you need to think about? Channel management (b) - How often, when, who, coordination with other channels Moderation - Who and how are you going to manage any conversations? Thursday, 6 May 2010
  31. 31. but...it’s not all plain sailing... what else do you need to think about? Channel management (b) - How often, when, who, coordination with other channels Moderation - Who and how are you going to manage any conversations? Legal - Lay solid foundations for a safe social environment. Let everyone know where they stand. Thursday, 6 May 2010
  32. 32. but...it’s not all plain sailing... what else do you need to think about? Channel management (b) - How often, when, who, coordination with other channels Moderation - Who and how are you going to manage any conversations? Legal - Lay solid foundations for a safe social environment. Let everyone know where they stand. Channel Promotion - How are you going to engage with influencers and who is going to do it? Thursday, 6 May 2010
  33. 33. hearing and listening are very different so is writing and engaging Thursday, 6 May 2010
  34. 34. so, if blogging seems like a good idea... ...what should we ask ourselves? Thursday, 6 May 2010
  35. 35. the connected consumer has 5 new traits of note. Thursday, 6 May 2010
  36. 36. the connected consumer has 5 new traits of note. Connects & Is connected Thursday, 6 May 2010
  37. 37. the connected consumer has 5 new traits of note. Connects & Is connected Collaborates Thursday, 6 May 2010
  38. 38. the connected consumer has 5 new traits of note. Connects & Is connected Collaborates All-consuming Thursday, 6 May 2010
  39. 39. the connected consumer has 5 new traits of note. Connects & Is connected Collaborates All-consuming Shares Thursday, 6 May 2010
  40. 40. the connected consumer has 5 new traits of note. Connects & Is connected Collaborates All-consuming Shares Creates Thursday, 6 May 2010
  41. 41. connecting. with others who share the same opinions, belief and values. Thursday, 6 May 2010
  42. 42. connecting. with others who share the same opinions, belief and values. What common values and interests do we share with our customers? Thursday, 6 May 2010
  43. 43. connecting. with others who share the same opinions, belief and values. What common values and interests do we share with our customers? How can we connect with them? Thursday, 6 May 2010
  44. 44. connecting. with others who share the same opinions, belief and values. What common values and interests do we share with our customers? How can we connect with them? Where are those people already? Thursday, 6 May 2010
  45. 45. connecting. with others who share the same opinions, belief and values. What common values and interests do we share with our customers? How can we connect with them? Where are those people already? How can we connect customers to each other? Thursday, 6 May 2010
  46. 46. collaborating. people are working together to make things happen. Thursday, 6 May 2010
  47. 47. collaborating. people are working together to make things happen. Is it appropriate for us to collaborate with customers? Thursday, 6 May 2010
  48. 48. collaborating. people are working together to make things happen. Is it appropriate for us to collaborate with customers? If so, how and in a meaningful way? Thursday, 6 May 2010
  49. 49. collaborating. people are working together to make things happen. Is it appropriate for us to collaborate with customers? If so, how and in a meaningful way? How can we help customers collaborate with each other? Thursday, 6 May 2010
  50. 50. consuming. people are consuming more content in many new ways. Thursday, 6 May 2010
  51. 51. consuming. people are consuming more content in many new ways. What formats are they consuming, where and what are they doing with it? Thursday, 6 May 2010
  52. 52. consuming. people are consuming more content in many new ways. What formats are they consuming, where and what are they doing with it? How can we connect stakeholders to each other? Thursday, 6 May 2010
  53. 53. consuming. people are consuming more content in many new ways. What formats are they consuming, where and what are they doing with it? How can we connect stakeholders to each other? What can we create that provides a multi-platform experience? Thursday, 6 May 2010
  54. 54. sharing. people are sharing what matters to them with their friends. Thursday, 6 May 2010
  55. 55. sharing. people are sharing what matters to them with their friends. What can we share about ourselves that will make our clients more informed / interested? Thursday, 6 May 2010
  56. 56. sharing. people are sharing what matters to them with their friends. What can we share about ourselves that will make our clients more informed / interested? How can we help others share our relevant content more easily? Thursday, 6 May 2010
  57. 57. sharing. people are sharing what matters to them with their friends. What can we share about ourselves that will make our clients more informed / interested? How can we help others share our relevant content more easily? How can we be the people to help them share? Thursday, 6 May 2010
  58. 58. creation. new tools make it easy for everyone to create content. Thursday, 6 May 2010
  59. 59. creation. new tools make it easy for everyone to create content. What are the most popular forms of expression our customers use? Thursday, 6 May 2010
  60. 60. creation. new tools make it easy for everyone to create content. What are the most popular forms of expression our customers use? What material can we provide our customer to help them be creative with our brand? Thursday, 6 May 2010
  61. 61. so, how are others using blogs... how could YOU use a blog? Thursday, 6 May 2010
  62. 62. branding & commerce let the public see the “real” people behind the name Thursday, 6 May 2010
  63. 63. branding & commerce let the public see the “real” people behind the name Thursday, 6 May 2010
  64. 64. branding & commerce let the public see the “real” people behind the name Thursday, 6 May 2010
  65. 65. branding centre of your brand universe Thursday, 6 May 2010
  66. 66. branding centre of your brand universe Thursday, 6 May 2010
  67. 67. branding centre of your brand universe Thursday, 6 May 2010
  68. 68. branding centre of your brand universe Thursday, 6 May 2010
  69. 69. branding opening up the business Thursday, 6 May 2010
  70. 70. branding opening up the business Thursday, 6 May 2010
  71. 71. branding opening up the business Thursday, 6 May 2010
  72. 72. building community making customers feel involved Thursday, 6 May 2010
  73. 73. building community making customers feel involved Thursday, 6 May 2010
  74. 74. building community making customers feel involved Thursday, 6 May 2010
  75. 75. building community making customers feel involved Thursday, 6 May 2010
  76. 76. thought leadership. show you know your stuff Thursday, 6 May 2010
  77. 77. conferences bringing events to life, showing the value Thursday, 6 May 2010
  78. 78. conferences showing what has gone before Thursday, 6 May 2010
  79. 79. outreach influencing the influencers Thursday, 6 May 2010
  80. 80. campaign hub a basecamp for campaign-based activities Thursday, 6 May 2010
  81. 81. campaign hub a basecamp for campaign-based activities Thursday, 6 May 2010
  82. 82. campaign hub a basecamp for campaign-based activities Thursday, 6 May 2010
  83. 83. campaign hub a basecamp for campaign-based activities Thursday, 6 May 2010
  84. 84. campaign hub a basecamp for campaign-based activities Thursday, 6 May 2010
  85. 85. e-commerce tying current affairs up with product Thursday, 6 May 2010
  86. 86. crisis management for when 140 words REALLY isn’t enough Thursday, 6 May 2010
  87. 87. CSR when no amount of words is enough... Thursday, 6 May 2010
  88. 88. So...in an even smaller nutshell why blogs... 1. Search-friendly 2. Direct 3. Engender trust Thursday, 6 May 2010
  89. 89. thanks for staying with it... ...that’s the end...but remember... Thursday, 6 May 2010
  90. 90. gabba. create conversation. Paul Fabretti @paulfabretti @letsgabba p.fabretti@letsgabba.com Thursday, 6 May 2010

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