YOUR CORPORATE BLOG DOESNT HAVE TO BESO CORPORATE!!GNITE CONFERENCE - MIDLAND, MISEPTEMBER 22ND, 2011
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THE B2C SOCIAL WEB RELATIONSHIP                                              ...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.B2B SOCIAL WEB RELATIONSHIP                                                  ...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THE USE OF B2B SOCIAL MEDIA WILL INCREASE                                    ...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHAT IS A BLOG? ©2011 re:group, inc. | 213 west liberty street | ann arbor, m...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.DON’T HAVE A BLOGGING STRATEGY ©2011 re:group, inc. | 213 west liberty street...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHAT IS YOUR COMMUNICATION STRATEGY? ©2011 re:group, inc. | 213 west liberty ...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHAT ARE YOUR CURRENT MARKETING OBJECTIVES? ©2011 re:group, inc. | 213 west l...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.PEOPLE DON’T SPEAK CORPORATE ©2011 re:group, inc. | 213 west liberty street |...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.DON’T ASSUME YOUR CEO WILL BLOG ©2011 re:group, inc. | 213 west liberty stree...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.DON’T COPY PASTE YOUR PRESS RELEASE ©2011 re:group, inc. | 213 west liberty s...
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS.DON’T TALK ABOUT YOURSELF (ALL THE TIME) ©2011 re:group, inc. | 213 west lib...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.DON’T BE BORING ©2011 re:group, inc. | 213 west liberty street | ann arbor, m...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.BE A HELPFUL RESOURCE ©2011 re:group, inc. | 213 west liberty street | ann ar...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.BE HUMAN ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.FROM ADOPTION TO BEST PRACTICES                                              ...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.FROM ADOPTION TO BEST PRACTICES©2011 re:group, inc. | 213 west liberty street...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.BE VISUAL AND BE INTERESTING ©2011 re:group, inc. | 213 west liberty street |...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHAT IS YOUR PASSION POINT? ©2011 re:group, inc. | 213 west liberty street | ...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.IDENTIFY YOUR CONTENT BUBBLE ©2011 re:group, inc. | 213 west liberty street |...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.YOUR BLOG IS THE BEGINNING OF YOUR SALES FUNNEL ©2011 re:group, inc. | 213 we...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CONTENT IS YOUR SALES PROCESS ©2011 re:group, inc. | 213 west liberty street ...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CUSTOMERS THROUGH SOCIAL MEDIA CHANNELS©2011 re:group, inc. | 213 west libert...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.LEADS THROUGH BLOGGING©2011 re:group, inc. | 213 west liberty street | ann ar...
TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS.HAVE A CALL TO ACTION ©2011 re:group, inc. | 213 west liberty street | ann a...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CALCULATING THE ROI•   First, identify your business objectives and    market...
CASE STUDIES                                                                                                 •   Personabl...
NUTS ABOUT SOUTHWEST•   Provides the reader an inside look into the world of    Southwest - customer and employee experien...
•   Blog focuses on how the law impacts entrepreneur.•   Case studies, stories, and testimonials from not just their    cl...
ZING - QUICKEN LOANS•   Breaking the image of a traditional financial institution.•   Provides insight into their culture ...
•   Provides content that builds awareness innovation,    technology, economics, aviation, health care, global    business...
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THANK YOU VERY MUCH!David MurrayDirector, Social Web Communications734.327.66...
TRANSFORM YOUR BRAND.  TRANSFORM YOUR BUSINESS.  REFERENCESPew Internet Study:65% of online adults use social networking s...
TRANSFORM YOUR BRAND.  TRANSFORM YOUR BUSINESS.  PHOTO CREDITSCorporate Logo Cupcakes: clevercupcakesBlog Ideas owenwbrown...
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Your Corporate Blog Doesn't Need to Be So Corporate

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Your Corporate Blog Doesn't Need to Be So Corporate

  1. 1. YOUR CORPORATE BLOG DOESNT HAVE TO BESO CORPORATE!!GNITE CONFERENCE - MIDLAND, MISEPTEMBER 22ND, 2011
  2. 2. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THE B2C SOCIAL WEB RELATIONSHIP B2C TALK TO ME AND ADDRESS MY NEEDS MAKE IT EASY TO BUY FROM YOU MY LOYALTY IS YOURS IF YOU ARE THERE WHEN I NEED YOU©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 2
  3. 3. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.B2B SOCIAL WEB RELATIONSHIP B2B SHARE YOUR EXPERTISE AND SHOW HOW IT HELPS ME SHOW ME WHY I SHOULD BUY FROM YOU KEEP ME CONNECTED WITH YOU AND OTHER INDUSTRY PROFESSIONALS©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 3
  4. 4. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THE USE OF B2B SOCIAL MEDIA WILL INCREASE • 81% of B2B companies were likely to maintain company-related profiles on social networks, compared to 67% of B2C companies. • One of the only areas where B2C is more active in social media than B2B is in advertising on social networks (B2B: 42%, B2C: 54%) • Both B2B and B2C companies monitor user reviews (B2B: 49%, B2C: 51%) and manage communities dedicated to customers (B2B: 49%, B2C: 51%) ~ Business.com Business Social Media Benchmarking Study©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 4
  5. 5. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHAT IS A BLOG? ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 5
  6. 6. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.DON’T HAVE A BLOGGING STRATEGY ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 6
  7. 7. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHAT IS YOUR COMMUNICATION STRATEGY? ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 7
  8. 8. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHAT ARE YOUR CURRENT MARKETING OBJECTIVES? ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 8
  9. 9. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.PEOPLE DON’T SPEAK CORPORATE ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 9
  10. 10. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.DON’T ASSUME YOUR CEO WILL BLOG ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 10
  11. 11. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.DON’T COPY PASTE YOUR PRESS RELEASE ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 11
  12. 12. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS.DON’T TALK ABOUT YOURSELF (ALL THE TIME) ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 12
  13. 13. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.DON’T BE BORING ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 13
  14. 14. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.BE A HELPFUL RESOURCE ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 14
  15. 15. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.BE HUMAN ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 15
  16. 16. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.FROM ADOPTION TO BEST PRACTICES • 18 to 29 age demographic slowing down. • 30 to 40 age demographic catching up with large increase of social network usage. • 50 to 64 age demographic holding steady. • 65+ age demographic making a large increase.©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 16
  17. 17. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.FROM ADOPTION TO BEST PRACTICES©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 17
  18. 18. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.BE VISUAL AND BE INTERESTING ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 18
  19. 19. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHAT IS YOUR PASSION POINT? ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 19
  20. 20. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.IDENTIFY YOUR CONTENT BUBBLE ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 20
  21. 21. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.YOUR BLOG IS THE BEGINNING OF YOUR SALES FUNNEL ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 21
  22. 22. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CONTENT IS YOUR SALES PROCESS ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 22
  23. 23. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CUSTOMERS THROUGH SOCIAL MEDIA CHANNELS©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 23
  24. 24. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.LEADS THROUGH BLOGGING©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 24
  25. 25. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS.HAVE A CALL TO ACTION ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 25
  26. 26. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CALCULATING THE ROI• First, identify your business objectives and marketing goals.• Decide what it is you really want to measure.• Determine how social media can be integrated.• Begin a social media timeline.• Compare SM timeline with the numbers, expenses, transactions, etc.• Is there any correlation?• Now you have a starting point to begin tracking ROI over the long term.©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 26
  27. 27. CASE STUDIES • Personable • Authentic • Accessible • Helpful Resource • Consistent • Outstanding©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 27
  28. 28. NUTS ABOUT SOUTHWEST• Provides the reader an inside look into the world of Southwest - customer and employee experiences.• Highly personable.• A lot of content that encourages engagement and sharing.• They just don’t talk about themselves. Their blog has multiple subjects - history of air travel, vacation spots, family life.• Blog acts as an extension of their customer service.• Mobile friendly with a call to action - book a trip. ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 28
  29. 29. • Blog focuses on how the law impacts entrepreneur.• Case studies, stories, and testimonials from not just their client roster.• Social media/social network education on how lawyers can leverage the available tools.• Takes advantage of “shared content” already available on the social web. Turns the message into lessons of the law.• Breaking the stereotype of how lawyers think, speak, and act.• Shares news and information from outside resources. WALKER CORPORATE LAW GROUP ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 29
  30. 30. ZING - QUICKEN LOANS• Breaking the image of a traditional financial institution.• Provides insight into their culture and their passion of helping people with financial issues.• Helpful resource for home finance, money management, and life decisions.• Hits on a passion point: financial decisions that affect your life and family.• Content is highly engaging and informative.• Blog and social networks act as a lead generators.• Active member of the communities they serve. ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 30
  31. 31. • Provides content that builds awareness innovation, technology, economics, aviation, health care, global business, and more.• Spotlight: “The Faces of American Manufacturing”• Images and Video throughout their content.• Blog is updated regularly, and content leverages stories (not just information) for the personable hook.• Job development and placement.• Positions their blog as the go to resource on how technology is re-building America. GE REPORTS ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 31
  32. 32. TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THANK YOU VERY MUCH!David MurrayDirector, Social Web Communications734.327.6622david.murray@regroup.us@DaveMurrFollow UsTwitterFacebookYouTubeFlickrWebsite©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 32
  33. 33. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. REFERENCESPew Internet Study:65% of online adults use social networking siteseMarketer:B2B Social Media Marketing Heats UpHubspot Inbound Marketing Best Practices:The State of Inbound Lead GenerationNuts About Southwest:The Southwest Corporate BlogWalker Law GroupRepresentation of EntrepreneursZing Blog of Quicken LoansAmazing Insights on Home, Money, and LifeGE ReportsGE Reports Imagination DailyiMedia ConnectionBest Practices for A Killer Corporate BlogJason Keath - The Evolution of Media10 Great Corporate Blogs ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 33
  34. 34. TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. PHOTO CREDITSCorporate Logo Cupcakes: clevercupcakesBlog Ideas owenwbrownThe Strategy Of Chess: kenteegardinMontjuic Communications Tower: borkur.netLa Lunga Strada: alexdecarvalhoDouble Speak: numberstumperWalmart CEO Mike Duke on Tips to Being the Best Retailer: Walmart StoresCopy Copy Copy Copy: bettyx1138Talking Parrot: Siddy LamYawn: greencandy8888Shiny Happy People: Donna CymekFunnel Cake: blu_pineappl3Garage Sale: besighyawnCall to Action: renaissancechambara ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 | 34

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