The Future of PR Technology Paul Fabretti Client Services Manager KMP Interactive Marketing & Technology

Paul Fabretti

Client Services Manager

KMP Interactive Marketing & Technology

Blog Basics - What is a blog? Conversations - How we monitor them Case Studies - How business is using blogs Other things to consider What are we talking about?

The Structure of a Corporate blog

What IS the blogosphere ?

It is everyday people like YOU and ME

Stakeholder Influence Analysis Who are the people with influence or that shape the opinions of others? So 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

Stakeholder Influence Analysis

Stakeholder Influence Analysis

Net Promoters Index

Net Promoters Index

Buzz Monitoring & Reporting

Live Buzz - Biggest Topics

Live Buzz - Fastest Growing Topics

Live Buzz - Most Popular Sites

Jeff Jarvis vs Dell

Jeff Jarvis vs Dell

Jeff Jarvis vs Dell

Jeff Jarvis vs Dell

Jeff Jarvis vs Dell

DellOutlet - Twitter

General Motors - Fast Lane Blog

General Motors - Cadillac Drivers’ Log

General Motors - FYI Blog

Build communities around your business

Build communities around your business

Integration into a wider campaign

Publicise/Promote/Blog about events Internetworld website Internetworld blog

Publicise/Promote/Blog about events

An accompaniment to e-commerce

Demonstrate thought leadership Savile Row Tailor Sheet Metal Company

Engage with brand champions

Crisis Management McDonalds Beef Hoax Delta Airlines Security Complaints

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

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

How to Promote your business blog Tags Social Bookmarking Blog and RSS feed directories Pinging

How to Promote your business blog Claim your blog with Technorati Post with Tags Comment and trackback

By 2010, 70% of the content of the web will be user generated IDC/EMC Survey March 2007 18 MONTHS

IDC/EMC Survey March 2007