Social media marketing blogging for car dealers


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  • Did you know that you can use blogs to start conversations, as well as win new customers? Hard to imagine the same tool can do both, but it can. Attend this one-hour learning lunch and discover the basics of blogs.   Participants will learn all about blogs, including basic styles and proper blogging etiquette and rules, and how they are used to increase visibility with current and potential customers. This learning lunch will also discuss what Network Solutions is doing with Solutions Are Power and the new Women Grown Business blog, and how specific individuals in the organization are currently blogging.
  • General Blog Business Blog Corporate Blog External Blog (Brand Blogs) Internal Blog (i.e. HR Blogs) CEO Blog NetSol is between business and corporate blogs
  • 20 minutes? Sign up in ten. Explore dashboard About Me – important to give your blog authority
  • Social media marketing blogging for car dealers

    1. 1. Network Solutions Learning Lunch: Part 4–Business Blogging March 30, 2009 Steven Fisher
    2. 2. ROI of this Session <ul><li>Learn what a blog is </li></ul><ul><li>What business and corporate blogging is </li></ul><ul><li>Who and why people are doing this </li></ul><ul><li>What we do here at Network Solutions </li></ul><ul><li>Do’s and Don’ts of Blogging </li></ul><ul><li>How You Can Participate </li></ul>
    3. 3. What Makes Up a Blog? <ul><li>Easy content creation and publishing </li></ul><ul><li>RSS and Subscription </li></ul><ul><ul><li>Really Simple Syndication </li></ul></ul><ul><ul><li>It’s the way your posts are fed to your readers. </li></ul></ul><ul><ul><li>Readers use an RSS Reader like My Y!, Google Reader, or Gator </li></ul></ul><ul><ul><li>RSS is pull, not push </li></ul></ul><ul><li>Comments </li></ul><ul><li>Linking and Syndication </li></ul><ul><li>Widgets and Plugins </li></ul>
    4. 4. Why Blog? <ul><li>Thought leadership </li></ul><ul><li>Share experiences and value w/ community </li></ul><ul><li>SEO </li></ul><ul><li>Provide capture point for marketing initiatives </li></ul><ul><li>Influence the media </li></ul><ul><li>Crisis PR </li></ul><ul><li>And much, much more </li></ul>
    5. 5. Content: Editorial Mission <ul><li>The editorial mission serves as a compass </li></ul><ul><li>Determines topics </li></ul><ul><li>Coming up with ideas can be a brainstorm </li></ul><ul><li>How do the topics tie to your work? </li></ul><ul><li>Your stakeholders? </li></ul><ul><li>Do you have commentary to add? </li></ul>
    6. 6. Content: Bringing the Editorial Mission to Life <ul><li>Think in brush strokes </li></ul><ul><li>Color commentary on pertinent topics </li></ul><ul><li>Posts are often 3-10 paragraphs in length </li></ul><ul><li>Fully researched concepts can be broken into several posts </li></ul>
    7. 7. Content: Tone <ul><li>It’s not a formal business document </li></ul><ul><ul><li>Personality should be included </li></ul></ul><ul><ul><li>Write it like you were talking with someone on a Saturday </li></ul></ul><ul><li>Remove unnecessary 1 st person (I, me) </li></ul><ul><li>Edit for grammar </li></ul>
    8. 8. Content: Structure <ul><li>Long diatribes will drive people away </li></ul><ul><li>Ideal paragraph length is 3-6 lines </li></ul><ul><li>Posts greater than 10 paragraphs should be broken into two posts </li></ul><ul><li>Minimum of three links to other blogs per post </li></ul><ul><li>Ideal: Video, audio to supplement </li></ul><ul><li>Must: A picture for each post </li></ul>
    9. 9. Content: Researching Links, Photos <ul><li>Flickr Creative Commons for Images: </li></ul><ul><li>Make sure to provide attribution </li></ul><ul><li>Places to research blog posts for crosslinks: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Use key words and phrases from posts to find links </li></ul><ul><li>Ideal: You or PR firm is using to build reservoir of links, informative posts </li></ul>
    10. 10. Promotion <ul><li>Comment on and link to other blogs </li></ul><ul><ul><li>Other bloggers will become aware of you and link back </li></ul></ul><ul><li>Register the blog with Technorati, Google Blogs, and other blog search engines </li></ul><ul><li>Include the blog’s url in your email signature, on your business card, and on your social network profiles </li></ul>
    11. 11. Frequency & Fodder <ul><li>The more you post, the better </li></ul><ul><ul><li>2 – 3 times a week is a good goal </li></ul></ul><ul><ul><li>Be consistent </li></ul></ul><ul><li>Need ideas? </li></ul><ul><ul><li>Read other blogs on your topic </li></ul></ul><ul><ul><li>Stay on top of news related to your topic </li></ul></ul><ul><ul><li>Your offline experiences are valuable & a great platform for a unique idea or perspective </li></ul></ul><ul><ul><li>Keep an idea log for future posts </li></ul></ul>
    12. 12. Business Blogging Types External blog (ex. brand blog) <ul><li>free discussion of issues </li></ul><ul><li>collective intelligence </li></ul><ul><li>direct communication between various layers of an organization </li></ul><ul><li>a sense of community </li></ul>Internal blog (ex. HR blog) CEO's blog <ul><li>conversation with customers </li></ul><ul><li>better identification of trends </li></ul><ul><li>testing new ideas and products </li></ul><ul><li>visibility (SEO) </li></ul><ul><li>spreading company's values </li></ul><ul><li>company's vision and mission </li></ul><ul><li>CEO's values and life, making him more &quot;accessible&quot; </li></ul><ul><li>part of company's branding </li></ul><ul><li>written by the CEO </li></ul><ul><li>Jonathan Schwartz (President & CEO, Sun Microsystems) </li></ul><ul><li>Microsoft developers' blogs </li></ul><ul><li>Direct2Dell blog </li></ul>Types of corporate blogs
    13. 13. Big Brand Example: Dell <ul><li>Embracing social media is a huge undertaking, and involves a large investment. </li></ul><ul><li>Dell didn’t shy away from these obstacles, instead they’ve gone above and beyond, truly cultivating a cross-platform community. </li></ul><ul><li>They’ve created multiple Twitter handles, a network of blogs, and are very active on Facebook. </li></ul><ul><li>Dell is also one of the few companies to publicly state that they created a return on investment from Twitter. Apparently, Dell’s social media efforts help create “$1 million in revenue“. </li></ul>
    14. 14. Big Brand Example: Ford <ul><li>Looking at you might just see another press release web site. </li></ul><ul><li>The also are using multiple feedburner feeds for various products and categories. </li></ul><ul><li>On the homepage you can see that they’re using a Flickr widget and the bottom of the page has an automotive type of blogroll in the footer. </li></ul><ul><li>They’re using a Creative Commons license on the bottom of every page - an “Attribution-NonCommercial” license. </li></ul><ul><li>Basically you can remix the content for Non-commercial use, which I believe is a first for such a big corporate giant as Ford - especially for media assets such as these. </li></ul>
    15. 15. Big Brand Example: IBM <ul><li>When IBM decided they wanted to start using blogs, they didn’t just create one blog, they created an entire network. </li></ul><ul><li>IBM created a way and allowed their employees to write about their experiences, what they’re working on, or any other topic of choice. </li></ul><ul><li>IBM capitalizes on the intelligence of their employees to give consumers insight into what happens behind the scenes. </li></ul><ul><li>By giving the industry experts they’ve hired a voice, IBM is able to highlight the people behind their products. </li></ul><ul><li>Users get to see how IBM operates, and are given a direct connection with IBM employees. </li></ul>
    16. 16. First, there was Solutions Are Power…
    17. 17. … and then there were 10. Blog URL Mantra Design Blog Everything UI MySolutionSpot Small Business Networking and Education Internal Blog Hub of Network Solutions Online Marketing Blog Small Business Marketing Solutions Are Power Blog Getting the Most Out of Your Online Business Women Grow Business Women Entrepreneurs Growing Their Business Grow Smart Business Smart Small Business Advice and Resources Chief Knowledge Guru Blog Advice and Resources on Leveraging E-Commerce Blog Living and Breathing E-Commerce Smart Web Site Security Securing Your Online Presence
    18. 18. DO’s <ul><ul><li>DO Write in a human tone of voice </li></ul></ul><ul><ul><li>DO Use meaningful titles </li></ul></ul><ul><ul><li>DO Enable and monitor your comments </li></ul></ul><ul><ul><li>DO Link to other sites </li></ul></ul><ul><ul><li>DO Be Passionate </li></ul></ul><ul><ul><li>DO Give credit where it’s due (pictures, text quotes) </li></ul></ul><ul><ul><li>DO Syndicate and re-use text </li></ul></ul>
    19. 19. DON’T - Posting <ul><ul><li>Topics in which The Company is involved in litigation or could in the future: (i.e. policy, customer disputes, etc.) </li></ul></ul><ul><ul><li>Non-public information of any kind about The Company, including, but not limited to, policies and strategy </li></ul></ul><ul><ul><li>Illegal or banned substances and narcotics </li></ul></ul><ul><ul><li>Pornography or other offensive illegal materials </li></ul></ul><ul><ul><li>Defamatory, libelous, offensive or demeaning material </li></ul></ul><ul><ul><li>Private/Personal matters of yourself or others </li></ul></ul><ul><ul><li>Disparaging/threatening comments about or related to anyone </li></ul></ul><ul><ul><li>Personal, sensitive or confidential information of any kind </li></ul></ul><ul><ul><li>Consistent with the The Company Employee Social Media and Blogging Guidelines, please do not write any content or postings that involve or are related to the following items: </li></ul></ul><ul><ul><li>Great Post on Policies and Guidelines from Raj Malik </li></ul></ul><ul><ul><li> </li></ul></ul>
    20. 20. Many Ways to Participate <ul><li>Become a Contributor </li></ul><ul><ul><li>15 minutes to write a blog post </li></ul></ul><ul><li>Start Your Own Blog </li></ul><ul><ul><li>Personal Blog </li></ul></ul><ul><ul><li>Network Solutions Blog </li></ul></ul><ul><li>Where Can I get Started? </li></ul><ul><li>Self-hosted e.g. </li></ul><ul><li>Web-services </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> (Google) </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
    21. 21. Few Quick Steps To Get Started <ul><li>Pages – create an About Me </li></ul><ul><li>Links – add your neighbour’s blog </li></ul><ul><li>Appearance </li></ul><ul><ul><li>choose template </li></ul></ul><ul><ul><li>add widgets </li></ul></ul><ul><li>Settings – Discussion – Comment moderation </li></ul><ul><li>Start Writing! </li></ul>
    22. 22. Final Thoughts from others <ul><li>Listen first </li></ul><ul><li>Conversation, not publishing </li></ul><ul><li>Be a useful conversationalist </li></ul><ul><li>Build relationships - one at a time </li></ul><ul><li>Take a Leap of Faith and Jump In! </li></ul>
    23. 23. Questions?