From SES Training in London in February ’09. Four hour training seminar covering why a company might blog, how to form a corporate blog strategy, how to create a blogger outreach program and how to pitch.
Who blogs? <ul><li>Corporate bloggers: </li></ul><ul><ul><li>69% are also personal bloggers </li></ul></ul><ul><ul><li>65% are professional bloggers </li></ul></ul><ul><li>Professional bloggers: </li></ul><ul><ul><li>59% are also personal bloggers </li></ul></ul><ul><ul><li>17% are corporate bloggers </li></ul></ul>
Reasons to blog – Feedback cycle “ One of the most common requests for change from our Customers is to add assigned seating…we do listen intently to our Customers and do our best to give them what they want so it only makes sense to extensively research and evaluate this possibility.”
Reasons to blog – Feedback cycle Roughly 1/3 of comments come from SW Employees Customers change C-level’s minds * 90% against assigned seating They TELL readers they have impacted things…
Reasons to blog – Build community <ul><li>Based in Finland, popular in U.S. </li></ul><ul><li>Losing ground to cheaper alternatives </li></ul><ul><li>Scoured blogs, forums for ambassadors </li></ul><ul><li>3 days training, paid for 15 hours of work a week </li></ul>
<ul><li>Results? </li></ul>Reasons to blog – Build community <ul><li>Branded mentions up 400% </li></ul><ul><li>1,200 members of the community </li></ul><ul><li>Conversations save the company money (bad paper) </li></ul><ul><li>Sales are up! </li></ul>KEY POINT: Marketing leaves them alone!
Reasons to blog – Emotional investment As with many smaller sheet metal companies, there tends to be quite a bit of sub-contracting that goes on. Obviously, the smaller you are the less facilities you have in-house. And the busier you get, the more sub-contracting out you need to do. Anyway, I’m not going to start babbling about their utter ineptitude as it’s worth an entire blog in itself. But do keep your hand on the proverbial dial in case I ever spill the beans on somebody getting arrested for shot-blasting the wrong bridge in Scotland during the rush hour, or regale you with stories involving classic cars having their roof nearly ripped off due to positioning said car with a forklift truck’s forks through the windows so painting the thing would be a bit easier .
Reasons to blog – Emotionally invest Gross revenue has TRIPLED 30%-40% of income from blog leads 50,000 unique visitors a month From 3 to 5 employees – seeking bigger location
Reasons to blog – Educate Gain credibility in your field by becoming a resource…
How not to blog…Don’t fake it Charlie has a PSP. Jeremy doesn’t. Charlie wants to help. Of course Charlie is really Zipatoni, a self-proclaimed viral marketing firm. Blog gets pulled, Zipatoni gets negative press, Sony looks terrible
How not to blog – throw away the mirror Almost no comments…people just don’t care.
<ul><li>Use the CopyBlogger formula </li></ul><ul><ul><li>Who Else Wants [blank]? </li></ul></ul><ul><ul><li>The Secret of [blank] </li></ul></ul><ul><ul><li>Little Known Ways to [blank] </li></ul></ul><ul><ul><li>Get Rid of [problem] Once and For All </li></ul></ul><ul><ul><li>Here is a Method That is Helping [blank] to [blank] </li></ul></ul><ul><ul><li>Here’s a Quick Way to [solve a problem] </li></ul></ul><ul><ul><li>Now You Can Have [something desirable] [great circumstance] </li></ul></ul><ul><ul><li>[Do something] like [world-class example] </li></ul></ul><ul><ul><li>Have a [or] Build a [blank] You Can Be Proud Of </li></ul></ul><ul><ul><li>What Everybody Ought to Know About [blank] </li></ul></ul>Get their attention – Good headlines
Get their attention – Good headlines Original “ Diggified”
Get their attention – Talk WITH them If they comment, respond! <ul><li>Draw people in </li></ul><ul><li>Get new content ideas </li></ul><ul><li>Spark conversation </li></ul><ul><li>elsewhere </li></ul><ul><li>Give them attention </li></ul>
Get their attention – Go elsewhere Find other blogs and add quality comments to them Comment early to reach readers Comment later to reach author Strong presence or diversified reach?
Get their attention – Blog carnival Exposure to new, but related audiences Multiple bloggers, one topic Great way to get involved with your community
Social Media Launchpoint: Flickr <ul><li>Which Impacts You More? </li></ul>“ Of all of our inventions for mass communication, pictures still speak the most universally understood language.” - Walt Disney
YouTube, Great on a Budget “ Tom [Dickson] likes to run non-standard things through our blenders in the demo room to test out their strength. One day I wandered in to the demo room and saw sawdust on the floor. Tom was testing out the blenders again, this time it was a 2 x 2 jammed into the blender to see if he could destroy the blender or the 2 x 2. “ -George Write, Marketing Director First five videos cost roughly $100 The Today Show, iVillage, Newsweek, Playboy, NY Times Online sales quadrupled. $400
Offer advance looks… BIG LESSON: Full Disclosure is a must!
Offer reader discounts Doesn’t work with all bloggers…
Offer breaking news Give a blogger an exclusive The right blog can spread word fast! If it’s juicy, they’ll share it.
Entice with affiliate deals Read the site first to see if they do affiliate posts…
Pay for posts… “ No doubt about it. Michael Nivola is a smart guy who has done some smart things. However, ordering a review from John Chow dot Com for the Seven Day System may have not been the smartest thing to do.”
Product reviews Nikon sends new D80 to top Flickr users Tons of buzz among target audience Blogger version follow-up…
Ask Yourself… Ideas spread because they matter to the spreader…
How NOT to treat bloggers… U.S. College sports group lays down “live blogging” rules Soccer: five times per half, one at half time Lacrosse: three per quarter, one at half time Rowing: Ten per day
How NOT to treat bloggers… Flight delays cause person to miss vacation. Terrible customer service “ Please respond, Pasquale, but we owe him nothing as far as I'm concerned. Let him tell the world how bad we are. He's never flown us before anyway and will be back when we save him a penny. “ "We wouldn't respond to a blog post. This goes back to the larger question of the veracity of everything you read on Internet blogs. Our customer service is great."
The Power of a Good Post When I came home this last time, I had an email from Zappos asking about the shoes, since they hadn’t received them. I was just back and not ready to deal with that, so I replied that my mom had died but that I’d send the shoes as soon as I could. They emailed back that they had arranged with UPS to pick up the shoes, so I wouldn’t have to take the time to do it myself. I was so touched. That’s going against corporate policy. Yesterday, when I came home from town, a florist delivery man was just leaving. It was a beautiful arrangement in a basket with white lilies and roses and carnations. Big and lush and fragrant. I opened the card, and it was from Zappos. I burst into tears. I’m a sucker for kindness, and if that isn’t one of the nicest things I’ve ever had happen to me, I don’t know what is. So… IF YOU BUY SHOES ONLINE, GET THEM FROM ZAPPOS . I