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Kmp blogging presentation

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My presentation from the KMP Seminar on 6th May 2010.

It was a stab at explaining some of why I think blogs are the beating heart of a social media strategy.

It's also got some good cases of how brands build up their social media presences from blogs out to other social networks.

Enjoy and download...and please link/quote if quoted/cited.

Thx, Paul

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Kmp blogging presentation

  1. 1. gabba. create conversation. Blogs: The beating heart of your social media strategy
  2. 2. who do we work for? Diana Memorial Find, Todd White/Coca Cola
  3. 3. how did we go from this... a simple diary
  4. 4. ...to this... fully-blown commercial entities...
  5. 5. scale... 133,000,000 blog and
  6. 6. speed... modern publishers can’t keep
  7. 7. impact... blogs carry huge influence
  8. 8. impact... blogs carry huge influence
  9. 9. impact... blogs carry huge influence
  10. 10. impact... blogs carry huge influence
  11. 11. chaos there’s just too many services
  12. 12. it’s all a bit chaotic but some sense is emerging
  13. 13. adoption is maturing channel usage blurs
  14. 14. adoption is maturing channel usage blurs
  15. 15. adoption is maturing channel usage blurs
  16. 16. adoption is maturing channel usage blurs
  17. 17. adoption is maturing channel usage blurs
  18. 18. the search cycle has changed opinion influencing happens at the results
  19. 19. social media it’s about people “A collection of tools and services that allow people to share and distribute opinions, experiences and information through digital media”
  20. 20. where to start with your strategy have a rigid process that is flexible...
  21. 21. listening. being a good listener will get you further than being a good talker
  22. 22. Engagement = Marriage (normally). How can you get intimate in 140 characters?
  23. 23. listening. being a good listener will get you further than being a good talker
  24. 24. so what does it look like where your blog post may go... Tags: AWD, workers Delicious Tags: agency working AWD Blog Post rules DIGG, Stumbleupon Distribution • Comments Tags: employment rules Tags: AWD, • Sharing agency workers • Retweets directive, parasol • Digg • Facebook Forums Tags: AWD, agency workers directive, parasol Public RT of article AWD Presentation Public Blog Posts AWD Twitter Account Linkedin Profile • Group • Poll • Status update • Questions • Presentations • Blog Post
  25. 25. The Neighbourhood Awareness Portal. Dramatically improving visibility and
  26. 26. do twitter oh hang on, i’ve only got 140
  27. 27. do twitter oh hang on, i’ve only got 140
  28. 28. do Facebook oh, hang on, I can only do what they allow
  29. 29. do Facebook oh, hang on, I can only do what they allow
  30. 30. do you tube....dude video is the future...
  31. 31. do you tube....dude video is the future...
  32. 32. Measurement & Analytics blogs can fully integrate google Hard Metrics vs. Soft Metrics • Visits • Comments • Page Views • Post/Comment ratio • Bounce Rate • Reach • Time on Site • RT • % new visits • Sentiment
  33. 33. Measurement & Analytics what can other channels provide? vs. vs. Blogs Facebook Twitter You Tube • Full Analytics • Social Graph • Followers • Views • Bookmarking • Demographics • Re-tweets • Engagements • “Likes” • Favourited tweets • Demographic • Mentions • Discovery • @replies
  34. 34. so why blogs...in a nutshell or the “you can miss all the other slides out 1. SEO - create relevant, timely and contextual content for readers AND search engines 1. Frequency 2. Tags/Keywords 3. Sub-domain 4. Links 5. Multimedia 2. Direct - there’s no PR fluff or advertising in the way 3. Aggregates - all your social channels 4. Brand Building - they provide a much more effective way to develop a relationship with customer 5. Competitive Differentiation - in many cases, your competitor will NOT be doing it, even now 6. Relational Marketing - continual, open dialogue engenders trust 7. Exploit Niches - publishing relevant content is often quicker and easier than posting News via a CMS 8. Reputation Management - using the tools of the detractors allows a timely response to happen 9. Low cost - blogs are NOT expensive to build/design
  35. 35. but...it’s not all plain sailing... what else do you need to think about?
  36. 36. but...it’s not all plain sailing... what else do you need to think about?
  37. 37. but...it’s not all plain sailing... what else do you need to think about? Channel type - Recruitment, Customer Service, Thought-Leadership/Innovation, Sales
  38. 38. but...it’s not all plain sailing... what else do you need to think about? Channel type - Recruitment, Customer Service, Thought-Leadership/Innovation, Sales Tone of voice - Formal, friendly, colloquial?
  39. 39. but...it’s not all plain sailing... what else do you need to think about? Channel type - Recruitment, Customer Service, Thought-Leadership/Innovation, Sales Tone of voice - Formal, friendly, colloquial? Content entry and SEO - Tag number and naming, linking, images, keyword density, post length
  40. 40. but...it’s not all plain sailing... what else do you need to think about? Channel type - Recruitment, Customer Service, Thought-Leadership/Innovation, Sales Tone of voice - Formal, friendly, colloquial? Content entry and SEO - Tag number and naming, linking, images, keyword density, post length Channel management (a) - Define structure: Administrators, authors, contributors, content approval
  41. 41. but...it’s not all plain sailing... what else do you need to think about?
  42. 42. but...it’s not all plain sailing... what else do you need to think about? Channel management (b) - How often, when, who, coordination with other channels
  43. 43. but...it’s not all plain sailing... what else do you need to think about? Channel management (b) - How often, when, who, coordination with other channels Moderation - Who and how are you going to manage any conversations?
  44. 44. but...it’s not all plain sailing... what else do you need to think about? Channel management (b) - How often, when, who, coordination with other channels Legal - Lay solid foundations for a safe social environment. Let everyone know where they stand. Moderation - Who and how are you going to manage any conversations?
  45. 45. but...it’s not all plain sailing... what else do you need to think about? Channel management (b) - How often, when, who, coordination with other channels Channel Promotion - How are you going to engage with influencers and who is going to do it? Legal - Lay solid foundations for a safe social environment. Let everyone know where they stand. Moderation - Who and how are you going to manage any conversations?
  46. 46. hearing and listening are very different create relevant, timely content
  47. 47. moderation no different to a call-centre script
  48. 48. so, if blogging seems like a good idea... ...what should we ask ourselves?
  49. 49. the connected consumer
  50. 50. the connected consumer Connects & Is connected
  51. 51. the connected consumer Connects & Is connected Collaborates
  52. 52. the connected consumer Connects & Is connected Collaborates All-consuming
  53. 53. the connected consumer Connects & Is connected Collaborates All-consuming Shares
  54. 54. the connected consumer Connects & Is connected Collaborates All-consuming Shares Creates
  55. 55. connecting. with others who share the same opinions, belief and values.
  56. 56. connecting. with others who share the same opinions, belief and values. What common values and interests do we share with our customers?
  57. 57. connecting. with others who share the same opinions, belief and values. What common values and interests do we share with our customers? How can we connect with them?
  58. 58. connecting. with others who share the same opinions, belief and values. What common values and interests do we share with our customers? How can we connect with them? Where are those people already?
  59. 59. connecting. with others who share the same opinions, belief and values. What common values and interests do we share with our customers? How can we connect with them? Where are those people already? How can we connect customers to each other?
  60. 60. collaborating. people are working together to make things happen.
  61. 61. collaborating. people are working together to make things happen. Is it appropriate for us to collaborate with customers?
  62. 62. collaborating. people are working together to make things happen. Is it appropriate for us to collaborate with customers? If so, how and in a meaningful way?
  63. 63. collaborating. people are working together to make things happen. Is it appropriate for us to collaborate with customers? If so, how and in a meaningful way? How can we help customers collaborate with each other?
  64. 64. consuming. people are consuming more content in many new ways.
  65. 65. consuming. people are consuming more content in many new ways. What formats are they consuming, where and what are they doing with it?
  66. 66. consuming. people are consuming more content in many new ways. What formats are they consuming, where and what are they doing with it? How can we connect stakeholders to each other?
  67. 67. consuming. people are consuming more content in many new ways. What formats are they consuming, where and what are they doing with it? How can we connect stakeholders to each other? What can we create that provides a multi-platform
  68. 68. sharing. people are sharing what matters to them with their friends.
  69. 69. sharing. people are sharing what matters to them with their friends. What can we share about ourselves that will make our clients more informed / interested?
  70. 70. sharing. people are sharing what matters to them with their friends. What can we share about ourselves that will make our clients more informed / interested? How can we help others share our relevant content more easily?
  71. 71. sharing. people are sharing what matters to them with their friends. What can we share about ourselves that will make our clients more informed / interested? How can we help others share our relevant content more easily? How can we be the people to help them share?
  72. 72. creation. new tools make it easy for everyone to create content.
  73. 73. creation. new tools make it easy for everyone to create content. What are the most popular forms of expression our customers use?
  74. 74. creation. new tools make it easy for everyone to create content. What are the most popular forms of expression our customers use? What material can we provide our customer to help them be creative with our brand?
  75. 75. so, how are others using blogs... how could YOU use a blog?
  76. 76. branding & commerce let the public see the “real” people behind the
  77. 77. branding & commerce let the public see the “real” people behind the
  78. 78. branding & commerce let the public see the “real” people behind the
  79. 79. branding centre of your brand universe
  80. 80. branding centre of your brand universe
  81. 81. branding centre of your brand universe
  82. 82. branding centre of your brand universe
  83. 83. branding opening up the business
  84. 84. branding opening up the business
  85. 85. branding opening up the business
  86. 86. building community making customers feel involved
  87. 87. building community making customers feel involved
  88. 88. building community making customers feel involved
  89. 89. building community making customers feel involved
  90. 90. thought leadership. show you know your stuff
  91. 91. conferences bringing events to life, showing the value
  92. 92. conferences showing what has gone before
  93. 93. outreach influencing the influencers
  94. 94. campaign hub a basecamp for campaign-based activities
  95. 95. campaign hub a basecamp for campaign-based activities
  96. 96. campaign hub a basecamp for campaign-based activities
  97. 97. campaign hub a basecamp for campaign-based activities
  98. 98. campaign hub a basecamp for campaign-based activities
  99. 99. e-commerce tying current affairs up with product
  100. 100. crisis management for when 140 words REALLY isn’t enough
  101. 101. CSR when no amount of words is enough...
  102. 102. So...in an even smaller nutshell why blogs... 1. Search-friendly 2. Direct 3. Engender trust
  103. 103. thanks for staying with it... ...that’s the end...but remember...
  104. 104. gabba. create conversation. Paul Fabretti @paulfabretti @letsgabba p.fabretti@letsgabba.co m

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