9. Why Blog
• Attract an audience
• Inform and interact, learn from
your audience
• Retain your audience
• Energize your audience and
motivate
• Recruit help, contacts, employees
• Respond to stories and customers
10.
11.
12. Blogging Side-Effects
• Builds Links for traffic and improve
search rankings
• Build familiarity and trust
• Communicate and establish your
brand
• Grow a sense of community Offer
better service
• Initiate more sales
13. Who should not Blog
• If you don’t want a
conversation, don’t start one.
• Starting a blog raises expectation
of openness and interactivity.
15. Plan
• Must start with a plan, or at
least know where you want to
go.
• Why are you building a blog?
• Who do you want to attract?
• What story do you have to tell?
16. Does Your Company
Have the Resources to
Blog
Two issues to consider:
• Do you have the time?
• Do you have the people?
18. Do Your Research
• Find out what your audience is interested
in, needs, wants
• Surveys, Polls
• Forms, comments. Q&A sites
• Search, Twitter, Google
• Find Keywords, WordTracker, Adwords Tool
19.
20. Building Your Blog
Choose a focus and a style
• Focus- what will you write about on your blog?
Informational resource?
Company Information?
Customer Service?
• Style- What writing style will you use?
Professional?
Casual/ Personable?
21. Building Your Blog
Compelling Headline
• On average, 5 times as
many people read the
headline as the body copy.
Use Keywords in you
headline.
22. Building Your Blog
Headlines That Work Consistently
• Warning: [blank]
• How [blank] Made Me [blank]
• Are you [blank]
• [blank] Ways to [blank]
• If You’re [blank], You Can [blank]
Try using one of these templates to build
a blog headline.
23. Building Your Blog
• Short and Sweet……usually.
• Use Pictures & Video
• Make the Text Scanable
Use Lists
Bold words
• Add Hyperlinks within the Text
24. Building Your Blog
Blog Maintenance ( writing frequently)
• Blogger Burnout- When blogging
responsibilities become too
overwhelming, and individuals or
teams basically abandon their blog,
25. Random Blog post ideas
• Invite guest Blogger to write on industry or
event topics.
• Interview clients, organization
speakers, management team.
• Post photos from recent events or outings.
• Tips & Tricks for your business or industry.
• Quote of the Day (with links)
• Community or industry organization events
and info.
• Favourite Helpful Links
26. What Blog Platform Is Best For You?
• There are many platforms you can use
to blog.
• The following are the four of the most
popular:
TypePad (Paid)
WordPress (Free and Paid options)
Blogger (Free)
Tumblr (Free)
• Paid platforms tend to offer additional
functionality and control over your
blog’s look and feel, while free options
are generally more basic.
• Research these blog platforms and pick
one that you like best.
32. Get Involved- Follow
• Find the most relevant blogs in your
industry/niche.
• Subscribe via RSS
RSS- Really Simple Syndication ( allows you to
pull blog posts to you)
33. Popular RSS Readers
NewzCrawler (PC)
http://www.newzcraler.com/
Net News Wire ( Mac)
http://netnewswireapp.com/
Google Reader ( Internet)
http://www.google.com/reader/
36. Some Blogging Don’ts
• Don’t ME-ME-ME- It’s not all about you!
• Don’t force it if it isn’t working
• Don’t over-sell- Give first
• Don’t use business talk- and don’t
assume
• Don’t try to “ control the conversation”
• Don’t ignore your audience
37. Summary
• Attract targeted visitors who have
a problem you can solve.
• Inform, advise, discuss, help.
• Build trust with positive experience
over time.
• Demonstrate positive results.
• Make offers that match audience
wants and needs.
41. Agenda
• What is Twitter?
• Strategic Approach: 3 Steps
• Why Twitter?
• Twitter Tools?
• Success Story
• Twitter Do’s & Don'ts
42. What is Twitter?
• Twitter is a micro-blogging platform. Like a
public instant messenger with a timeline.
• Twitter lets you write and read messages of
up to 140 characters, including all
punctuation and spaces.
• By “following” another Twitter user, their
messages appear in your Twitter view so you
can see the conversations that are taking
place in real-time.
45. Strategic Approach
Start by identifying your business or communications
objective for using Twitter:
• Customer service
• Product promotion and sales
• Crisis management
• Event Activation
• Issues Advocacy
No matter the objective, your approach should
involve 3 steps.
48. Business objective:
Improving Customer service
Follow
• People talking about your products/services
Anyone who has a • Search using Search,Twitter.com or TweetScan
–B2C or B2B • Use organisation tools such as TweetDeck to track
new mentions
business can use
Create
Twitter to quickly • A Twitter handle with a clear personality
listen and respond • Tweet information relevant to your customers:
to customers to proactive tips, company information, etc.
build goodwill Engage
and address • Answer questions about your product/service
problems before • Respond to comments about your brand
they escalate into • Direct people to helpful info on your site
a crisis • Direct message for specific issues
50. Business objective:
Promote a product or service
Follow
• People talking about your products/services
A successful sales and • Clarify that the account will be primarily be used for
promotions and deals.
promotion plan is based
Create
on identifying your
• Links to online promotions, insider info on upcoming
audience, providing sales, discount codes.
useful content and being • Consider offering Twitter-only exclusives to reward
prepared to engage in loyal followers.
conversation. When done Engage
right your followers will • Check direct messages and replies frequently
not only become loyal • Answer questions and feedback
• Provide information when needed
customers, but also
advocates for your brand.
51.
52. Business objective:
Manage and respond to crisis
Follow
• Identify the person to represent you on Twitter
Using Twitter for crisis • People talking about your band or topic
communications is as • Follow those who are positive and negative
much about preventing
an isolated issue from Create
becoming a full-blown • Post real-time updates that address the status of your
crisis, as it is about issues, what you’re doing to fix it
communicating to the • You’ll need more than 140 characters- so link to a
response on a separate blog or web site
pubic once the crisis has
• Clearly outline the steps you are taking.
hit. Twitter is the fastest
way to respond and Engage
maintain an open • Respond to questions and comments from
channel online. customers, influencers and media
• Act within the first 24 hours and direct people to other
customer service channels
53.
54. Business objective:
Event activation
Follow
• 1-2 months out, follow discussion about the event
• Follow people talking about
The real-time ability to attending, media, speakers
connect with others and
share experiences makes Create
Twitter a great platform • An event- specific hash tag #
for individuals or • Behind the scenes coverage, updates from keynotes
and panel discussions
companies to use during
• Links to video, photo, podcasts or blog posts
a major event. Live-
Tweeting an event to Engage
people who couldn’t • Talk to people who are attending your event
attend in person. • Ask and answer questions from attendees
55.
56. Business objective:
Advocating an issue or cause
Follow
• Those interested in your cause, industry leaders, news
Twitter’s ability to
connect people with
similar interests can be Create
harnesses for the greater • Added value: health tips, disaster alerts, fundraising
social good with non- information
profits and issue
advocacy organisations
Engage
creating a community
• Know your followers
and providing useful
• Thank them for support and get them involved.
information to those they
serve, volunteers, donors
and other supporters.
57. Why Twitter?
• Surely it’s a waste of
time?
• Isn’t social media just a
young person’s fad?
• How can I generate
sales or leads?
• How do I read and
respond to everything?
• How do I measure
results?
67. Twitter Do’s & Don'ts
• Don’t spam, preach or
broadcast
• Do be friendly and helpful
• Don’t lurk, waiting for
people to flock to you
• Do share relevant content
68. Measuring Twitter
• Twitter is not instant financial ROI
• It is not an advertising medium but an
engagement one
• Track positive versus negative mentions
• Track influence- how many people respond
or retweet what you say?
• Stick at it!
• Genuine benefits can take months or longer
• Tweet regularly
• Tweet positively!
70. Thank You
Please help me get better by
providing me with some
feedback on the short
questionnaire.
71. If you provide me your business card and I will send you a copy of
this presentation. We will also provide you a Free micro webscan on
your website or a competitors website.
If you enjoyed this seminar and might know someone that might
benefit from digital marketing seminars in their business please refer
me or let me know.
Bradley Eisner email: beisner@bewsidigital.com.
P: 718-454-4601
