as a Marketing Tool
2. About MJM Consulting
Virtual President Services &
CONSULTING Michael McKay
3. Some Caveats
• I’m not a social media expert
• I’m not a marketing expert
• I have limited experience and training
• Like a teaching hospital, this is a case of
see one, do one, teach one.
• Alec Saunders (http://saunderslog.com)
– Presentation material blatantly plagiarized
from his OCRI presentation
• See original at http://tinyurl.com/saunders-sm-pres
• Social media superstars
– David Armano (http://darmano.typepad.com)
– Chris Brogan (http://chrisbrogan.com)
– And anyone they link to
• Photo Credits at the end.
5. Within social media,
customers are media producers
6. Your customers
7. It is not
8. quot;Social media isn't just about big networks like Facebook and MySpace,
it's about brands having conversations.“ Lloyd Salmons
9. The Tools
• Blogs have been around for 10 years
– Originally web logs – a list of sites visited and
comments – the weird and wonderful
• Software added to automate the process of
updating the list
– People started adding random comments
– The web exploded - the lists became un-useable
but the comments remained
• Search engines took over the world
12. What’s a Blog?
• The old definition
– A set of comments arranged in chronological order
where new additions are added to the top and older
comments are removed from the bottom.
• The new definition (mine)
– An SQL database layered under a PHP engine that
enables rapid updates of posts/pages/comments and
displays these in a multitude of clever ways.
• Technically & practically, its a web site.
13. Blogs are Dead
Long live the website
14. Blogs versus Static Sites
• Web sites are largely marketing material
– An electronic brochure
– A tiny sales function (click here to purchase)
– Trend note: Web 2.0 is adding applications to the mix
• Blogs are web sites that allow feedback
• Therefore, Blogs are marketing material but with
15. Blogs versus Static Sites:
(Taken from Alec Saunders Presentation)
16. Compare with Print
17. Blogs are Publications
Writing style and content
create an identity
Blogs are Brands
Given a mission,
blogs are a forum for thought leadership
(Taken from Alec Saunders Presentation)
18. (Taken from Alec Saunders Presentation)
19. Lots of links!
Auto SEO Must be really
Big site! Must
titles The community
acts as an echo
20. Google “Juice”
21. Who’s Got Juice?
Bloggers “Professional Brands”
• Alec Saunders • Mitel
• Chris Brogan • Nortel
• Problogger • Bell
• Huffington Post 45,600 • The Globe and Mail 9,780
• IBM 17,100
23. More Examples
24. More Examples
25. A Great Blog will work for Anything
26. Even if the Juice is not Great
27. Features that make a blog work
• RSS (really simple syndication)
• E-mail subscriptions
• Comments – maximize opportunity for
• Links (blog roll)
– ask for and give link love
28. How do I start?
Set up a site Writing
• Write often
• Get a proper top-level
• Use good titles
• Use really good titles
• Install good software
• Make the posts meaty
• Be controversial
• Use a Google site map
• Participate in the
• Ping the search engines
• Link and traceback
• Keep a blogroll
• Tag, tag and tag
• Ask for “link love” and love
29. 3 posts a day!!
Perhaps I should use twitter.
30. Twitter Language
• Like pig-latin
• Micro-blogging – Take any word, remove the first
– Limited to 140 characters consonants and add “tw”
• Twitter – the service
• Real-time conversations • Tweet – an individual post
• Analogous to CB radios • Re-tweet – reposting someone
– “Hey 10-4 good buddy, what’s • Twit – a person who tweets
yer 20?” • Tweople – a group of twits
• Millions of users • Tweet-up – an meeting of twits
organized on twitter.
• Too much traffic to follow • Twitterverse
31. For Heaven’s Sake!
34. Real-time information
35. Twitter Users
Twitter users were among the first
to hear, and so spread the
news about, the Mumbai attacks, earthquakes in California
and the death of the actor Heath Ledger
37. In Summary
• Social Media is about People and
• It provides a vehicle to make connections with
customers and gain insight
• Connections can be leveraged to gain brand
awareness, Google Juice and influence
• It is a cheap but time-intensive form of
38. 10 reasons to stop calling yourself a
1. People are only nice to bloggers because now, they have to be.
2. Blogger sounds like quot;boogerquot;. Ew.
3. Bloggers are so 2006. quot;Microbloggersquot; are the new bloggers.
4. Most successful bloggers have written a book. That makes you an author.
5. If you haven't written a book, you're just a blogger.
6. No one really wants you to blog about what they did at last night's party.
7. Blondes have more fun. Bloggers have more fights.
8. Bloggers are now respectable, like journalists and lawyers. Except no one
trusts journalists and lawyers.
9. The word blogger rhymes with quot;joggerquot;—subliminally recalling images of
head bands, knee highs and short shorts.
10. Bloggers only talk about blogging. You're more interesting than that.
39. Contact Me
David Armano, Critical Mass,
“Tools of the Trade”. 28 May 08.
“Thoughts on Paid + Earned
Media”. 8 Feb 09.
Blue Valentine Press
“sale, wet”. 8 July 07.
“Recycled Old Dictionary Pages”
17 April 08.
“Jump on the social media bandwagon” David Armano,
15 Oct 08. “Bridging the Social Divide”. 22 Oct 08.
Dave Gray David Armano,
“Social media” “A very brief history of micro-media”.
25 May 2006 20 Nov 08.
Edge of Space
“How fast do you want to go”
25 September 2006
“The Collective Is The Focus Group “
8 Jan 2008
Apologies to those I’ve missed.