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Social media strategy: The case of blogs and microblogs
 

Social media strategy: The case of blogs and microblogs

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In this three-section presentation, strategy and basic terminology are explained for blogs and micro-blogs (specifically Twitter), and some tips for small business strategy at the initial start-up ...

In this three-section presentation, strategy and basic terminology are explained for blogs and micro-blogs (specifically Twitter), and some tips for small business strategy at the initial start-up marketing phase are provided.

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  • Social media type presentations typically include 1) Title, 2) Business advertising (usually on bottom), 3) Contact, which includes name, e-mail, website, and Twitter handle, 4) Location of slides whether it is the business website or on slideshare (which is the largest place on the web to host slides), and finally, 5) a Twitter hashtag if the presenter will either display the live Twitter feed or if the presenter will simply respond to questions from Twitter using the hashtag. In this case, since today is Sept 15, 2010, I chose to use Social Media Strategy 9 15.
  • Tag cloud - a means to search terms on a blog to link to specific articles associated with that term. Tag Cumulus - a 3 dimensional tag cloud application
  • The blogosphere from Google. Most major blogs are visited by millions, with smaller blogs visited by fewer. Therefore, writers in the blogosphere typically link to larger blogs, thus explaining the dense cloud of connections.
  • Side: Technorati and Google Blog Search - two best search tools to use to find blogs, by topic, author or more. Twitter is the best tool to find new blogs and information
  • Julia Powell’s - The Julie/Julia Project - Nobody here but us servantless American cooks...
  • Links: Mashable.com HuffingtonPost.com TechCrunch.com
  • Nike blog, Old Spice, Sears Links: http://www.oldspice.com/blog/ http://blogs.mysears.com / htt p://www.nikeblog.com / ht tp://community.safeway.com /t5/Our-Blog/bg-p/swy00 1
  • Links: http://e20pros.com http://www.forrester.com/Blogs?cm_re=Navigation_010710-_-community_subnav-_-blogs http://www.sovosgroup.com/ http://www.altimetergroup.com/ http://www.dachisgroup. com/ www.chrisbrogan.com
  • Reference: Wright (2006) http://www.comindwork.com/Quick-Tour
  • http://www.klynch.com / http://blogs.sun.com/ jonathan/ http://jonathanischw artz.wordpress.com / http://blog s.forrester.com/ceo_colony
  • Go to: www.Blogger.com (Google’s blog platform) www.TypePad.com www.Wordpress .com Sources: h ttp://webbiquity. com /
  • http://www.problogger.net/archives/2007/02/14/11-ways-to-find-new-rss-subscribers-for-your-blog/ http://www.opposingviews.com/i/mark-cuban-on-the-future-of-facebook-like-button http://www.deve lopersnippets.com/2010/02/12/psd-of-glossy-google-buzz-button-icon-for-free-sui table-for-google-buzz-wordpress-plugin/
  • Some blog readers are Google Reader, Blog Lines, NewsGator, etc http://cyrildason.com/2009/07/15/google-reader/
  • On Twitter, a 24-hour constant stream of communication is occurring on the web that anyone can read or participate in.
  • Follow - up to 2000 key individuals in your region, industry, or in other areas of interest Peak times - usually weekdays, mornings, lunch breaks, dinner hour, etc. - know your audienceRegularity - shoot for a few tweets daily, if possible, and at different times of day. Search for people you admire - follow their lists or the lists they follow
  • Tweet intelligently - only 3-5 tweets per tme Autolink- For LInkedIn, use #in in tweet. Be wary of using Facebook auto-updates. Rather, use Facebook and post from Facebook -> Twitter as people tend to be more conscientous this way.
  • Twellow.com - Find people, interests, and who is number one Hashtag.org - Find popular hashtags, track history, popularity, research new interests TwitterCounter.com - Graph your stats, followers, following, tweets, over a period of time TweetScan.com - Search Twitter for keywords, phrases (overall or by user) TweetStats.com - Graph tweets over day, frequency (takes a little while to analyze) Twitbacks.com - Nice backgrounds for your twitter page Tweetlevel.com - see how efficient you are on four dimensions (Influence, popularity, engagement, trust) Twifficiency.com - another tool to see how efficient you are Remember your strategy - then only use tools that help with that! Many tools are for entertainment purposes only Search “Twitter Utilities” on Google and find hundreds more
  • Google - “Twitter Chat Schedule” and find the database
  • Google analytics, Wordpress Stats, TweetStats Focus on what you want to measure, then find one of the hundreds of free tools to do it!
  • Social media type presentations typically include 1) Title, 2) Business advertising (usually on bottom), 3) Contact, which includes name, e-mail, website, and Twitter handle, 4) Location of slides whether it is the business website or on slideshare (which is the largest place on the web to host slides), and finally, 5) a Twitter hashtag if the presenter will either display the live Twitter feed or if the presenter will simply respond to questions from Twitter using the hashtag. In this case, since today is Sept 15, 2010, I chose to use Social Media Strategy 9 15.

Social media strategy: The case of blogs and microblogs Social media strategy: The case of blogs and microblogs Presentation Transcript

  • Social Media Strategy:
    • The case of blogs and microblogs
    • By Jeff Wilfong, CEO, E2.0 Pros
    Contact: www.E20Pros.com Twitter: @jwilfong Slides: http://www.slideshare.net/jeffwilfong Hashtag: #SMS915
  • Blogs
    • What are blogs?
      • Websites:
        • Information, Reflections, reviews, etc.
        • Comments
        • Feeds / Aggregators
  • Blog terms
    • Blogger
    • Blogosphere
    • Blogging
    • Blogroll
    • Permalink
    • RSS
  • Types of Blogs
    • Five types of blogs
      • Individual journal
      • News, commentary, journalism
      • Advertising, customer service, promotions
      • Business / Professional insight
      • Internal information sharing
  • Journal
  • News
  • Advertising
  • Business blog
  • Internal blogs
    • Blogs can be used for organizations:
      • Project Management
      • Internal marketing
      • Idea generation
      • Employee connection
      • Team communication
      • Leader communication
      • Dynamic team creation
  • Leader’s Voice
    • As a leader, lend a human voice
    • Some CEO bloggers:
      • Kevin Lynch, CEO, Adobe Systems, Inc
      • Jonathan Schwartz, ex-CEO Sun Microsystems, Inc.
      • George Colony, CEO Forrester
  • Blog strategy
    • Determine your audience
    • Do you have the resources?
    • What is your service? What are you selling?
    • Research other blogs and read them regularly
    • Write, Write, Write!
  • Tools to get started
  • Remember the feeds & buttons
  • Read blogs
  • Part 2: Microblogs
  • What is a microblog?
    • Microblog: blog software tool, which uses short posts
    • Twitter
      • 140 characters
      • Profile / User account
      • Search / Indexing
  • Twitter
    • A necessity for any entrepreneur or business person
    • People are writing about you or your brand on the
    • E-mail is slowly dying for purposes of collaboration - most spend 2+ hours/day
  • Constant stream
  • Twitter engagement
    • Follow people!
    • Tweet at peak times
    • Tweet regularly
    • Follow as many lists that are relevant as possible
    • Make your own lists
  • Twittequette
    • Twitter has an etiquette
      • Thank people who mention you
      • RT tweets
      • Add value in RTs
      • Minimize use of DM
  • Twitter for business
      • Tweet news, info, accomplishments, RT, quotes
      • Limit banal updates
      • Be intelligent of # of tweets, and groupings
      • Don’t auto-link tweets to other social services
      • No confidential information
      • Tweets last forever
      • Keep it short, Snip URLs
      • ENGAGE in conversation
  • Managing the chaos
    • Information overload
    • Obtain aggregators such as:
      • TweetDeck
      • HootSuite
    • Hashtag searches / lists
  • Twitter utilities
    • Hundreds of software utilities!
    • Examples:
        • Twellow.com
        • Hashtag.org
        • TwitterCounter.com
        • TweetScan
        • TweetStats.com
        • Twitbacks.com
        • Tweetlevel.com
        • Twifficiency.com
  • Take part in “chats”
    • #CollabChat
    • #InnoChat
    • #LrnChat
    • many others...
  • Basic differences
    • Use blogs for information sharing, for teams and communication, and advertising, especially if you cannot maintain daily.
    • Use Twitter for relationship building, and getting information as it is developing. Maintain customer service real-time!
    • Always cross-post on social media to optimize gains
  • Part 3: Growing your biz
    • Research: Determine your social media reach and audience
    • Plan: ex. create blog, Twitter feed or both
    • Do: Work the plan
  • The Engagement Pyramid Source: Altimeter Group
  • Be customer-centric
    • Twitter: supports connection, shows your personality, allows instantaneous branding
    • Blog: supports knowledge expertise, highlights products, shares reviews, allows a community to form around your brand
  • Twitter Customer Service
  • continued...
  • Focus on
    • Being responsive
    • Accepting feedback
    • Developing your niche on SM
    • Quality posts and conversation
    • Segmenting your audience
  • Watch-out for
    • Spamming people
    • Censoring
    • Over-promoting
    • Pushy marketing / selling
  • Measure / Metrics
  • #SMS915
    • Use Twitter hashtags for events, talks, etc, but be cautious
  • Social Media Strategy:
    • The case of blogs and microblogs
    • By Jeff Wilfong, CEO, E2.0 Pros
    Contact: www.E20Pros.com Twitter: @jwilfong Slides: http://www.slideshare.net/jeffwilfong Hashtag: #SMS915