as a Marketing Tool
About MJM Consulting
Virtual President Services &
CONSULTING Michael McKay
• 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.
Within social media,
customers are media producers
• 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
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.
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
Blogs versus Static Sites:
(Taken from Alec Saunders Presentation)
Lots of links!
Auto SEO Must be really
Big site! Must
titles The community
acts as an echo
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
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
• 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
• 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
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.
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.