This document discusses microblogging and content creation/sharing strategies for social media marketing. It begins with an overview of microblogging, focusing on Twitter, and provides tips for using it to build brands and engage in conversations. It then discusses developing an effective content strategy, including determining appropriate formats, types, platforms and goals for content. It also outlines best practices for crafting tweets and engaging audiences on Twitter. The key aspects covered are using microblogging like Twitter to convey information and start discussions, as well as creating and distributing valuable content across multiple channels to achieve marketing objectives.
Enhancing Social Media for Business
• Value of social media
• Getting connected with the ‘Big 3’
• Branding, blogging,
internet marketing, SEO
• Content strategies
• Questions
• and possibly...A few extras...
These slides are from a three-hour workshop I led at the Food Allergy Blogger Conference in November 2015. The first hour focused on basic Twitter set-up and know how, the second hour moved into advanced Twitter tools and the third hour was focused on Periscope.
Social media marketing - Part 7 TwitterTeddy Tassew
Comprehensive training on Social media marketing for beginners and intermediate levels.
The course aims to enable you to understand, experience
and make use of social media as a marketing tool for a business.
Enhancing Social Media for Business
• Value of social media
• Getting connected with the ‘Big 3’
• Branding, blogging,
internet marketing, SEO
• Content strategies
• Questions
• and possibly...A few extras...
These slides are from a three-hour workshop I led at the Food Allergy Blogger Conference in November 2015. The first hour focused on basic Twitter set-up and know how, the second hour moved into advanced Twitter tools and the third hour was focused on Periscope.
Social media marketing - Part 7 TwitterTeddy Tassew
Comprehensive training on Social media marketing for beginners and intermediate levels.
The course aims to enable you to understand, experience
and make use of social media as a marketing tool for a business.
American Independent Writers Going Freelance Workshop Nov 7 2009Shashi Bellamkonda
This was a presentation for folks attending the Going Freelance Seminar of AIW at the Johns Hopkins University in DC on Nov 7th
AIW is a national organization for writers. Our mission is to:
Create an open and inclusive community of authors, journalists, and other writers;
Inform, educate, and support our members in the business and craft of writing and help them succeed in a rapidly changing environment; and
Advocate for writers on key local and national issues.
AIW membership is only $100/year now through December 31, 2009. Join before the cost increases to $125/year on January 1, 2010. http://www.amerindywriters.org/home/
Leveraging Social Media: Develop your personal and professional brandJames Richardson
These are slides from an online webinar held for associates of the CUNY School of Professional Studies. The purpose of the online lecture was to assist individuals and organizations struggling with adding a social media campaign to their marketing strategy.
Learn the basics about using Social Media from a Realtor perspective. Information is in regards to Twitter, Facebook, LinkedIn, YouTube and Blogging for business purposes.
Are you looking to get caught up to the 21st Century way to communicate? If so, then this bootcamp is JUST for you! Bring all of your technology and learn to like, tweet, and Link to the most important people in your personal and professional circles!
It's everywhere you turn - Facebook, LinkedIn, Twitter, Instagram - and now your company (and, more importantly, your KIDS) are speaking that language. Come join us to learn what is meant by likes, snaps or re-tweets and arm yourself with the latest lingo and tips of the trade.
Learn the basics on building your personal and professional brand so that you can effectively market yourself and your projects to your clients.
Social media marketing - Part 4 Social Media ContentTeddy Tassew
Comprehensive training on Social media marketing for beginners and intermediate levels.
The course aims to enable you to understand, experience
and make use of social media as a marketing tool for a business.
This presentation provides useful information to small and mediium-sized businesses on how to use social media to market their products and services. we start with how to create a strategy and then how to get started setting up Facebook page, Twitter profile, Linkedin personal profile, LinkedIn Company page, Pinterest page and Pinterest boards for business, YouTube channel and a blog.
Social media marketing - Part 3 Social Media NetworksTeddy Tassew
Comprehensive training on Social media marketing for beginners and intermediate levels.
The course aims to enable you to understand, experience
and make use of social media as a marketing tool for a business.
Social media marketing - Part 2 StrategyTeddy Tassew
Comprehensive training on Social media marketing for beginners and intermediate levels.
The course aims to enable you to understand, experience
and make use of social media as a marketing tool for a business.
An introduction to the major social media platforms currently used for digital marketing and how to make the best use of them while marketing for yourself or your clients' company. This presentation includes several tips that I found useful when it comes to marketing in social media. Some of the principles can be used in direct marketing as well.
5 Top Tips for Top Social Media Channelsprnewswire
Not all social media platforms allow users to interact in the same way. While there are some overlapping strategies that pertain to every social media channel, each network has its own nuances and unique opportunities for engagement. To help you succeed, we’ve put together our TOP 5 TIPS for five of the top social platforms for brands.
American Independent Writers Going Freelance Workshop Nov 7 2009Shashi Bellamkonda
This was a presentation for folks attending the Going Freelance Seminar of AIW at the Johns Hopkins University in DC on Nov 7th
AIW is a national organization for writers. Our mission is to:
Create an open and inclusive community of authors, journalists, and other writers;
Inform, educate, and support our members in the business and craft of writing and help them succeed in a rapidly changing environment; and
Advocate for writers on key local and national issues.
AIW membership is only $100/year now through December 31, 2009. Join before the cost increases to $125/year on January 1, 2010. http://www.amerindywriters.org/home/
Leveraging Social Media: Develop your personal and professional brandJames Richardson
These are slides from an online webinar held for associates of the CUNY School of Professional Studies. The purpose of the online lecture was to assist individuals and organizations struggling with adding a social media campaign to their marketing strategy.
Learn the basics about using Social Media from a Realtor perspective. Information is in regards to Twitter, Facebook, LinkedIn, YouTube and Blogging for business purposes.
Are you looking to get caught up to the 21st Century way to communicate? If so, then this bootcamp is JUST for you! Bring all of your technology and learn to like, tweet, and Link to the most important people in your personal and professional circles!
It's everywhere you turn - Facebook, LinkedIn, Twitter, Instagram - and now your company (and, more importantly, your KIDS) are speaking that language. Come join us to learn what is meant by likes, snaps or re-tweets and arm yourself with the latest lingo and tips of the trade.
Learn the basics on building your personal and professional brand so that you can effectively market yourself and your projects to your clients.
Social media marketing - Part 4 Social Media ContentTeddy Tassew
Comprehensive training on Social media marketing for beginners and intermediate levels.
The course aims to enable you to understand, experience
and make use of social media as a marketing tool for a business.
This presentation provides useful information to small and mediium-sized businesses on how to use social media to market their products and services. we start with how to create a strategy and then how to get started setting up Facebook page, Twitter profile, Linkedin personal profile, LinkedIn Company page, Pinterest page and Pinterest boards for business, YouTube channel and a blog.
Social media marketing - Part 3 Social Media NetworksTeddy Tassew
Comprehensive training on Social media marketing for beginners and intermediate levels.
The course aims to enable you to understand, experience
and make use of social media as a marketing tool for a business.
Social media marketing - Part 2 StrategyTeddy Tassew
Comprehensive training on Social media marketing for beginners and intermediate levels.
The course aims to enable you to understand, experience
and make use of social media as a marketing tool for a business.
An introduction to the major social media platforms currently used for digital marketing and how to make the best use of them while marketing for yourself or your clients' company. This presentation includes several tips that I found useful when it comes to marketing in social media. Some of the principles can be used in direct marketing as well.
5 Top Tips for Top Social Media Channelsprnewswire
Not all social media platforms allow users to interact in the same way. While there are some overlapping strategies that pertain to every social media channel, each network has its own nuances and unique opportunities for engagement. To help you succeed, we’ve put together our TOP 5 TIPS for five of the top social platforms for brands.
10 meaningful ways to get more Twitter followers (1).pdfFrederickLewis11
If you've ever wanted to grow your following on Twitter, check out this article that gives you 10 best practices to use when attempting to gain followers. These tips will help you avoid the pitfalls that some Twitter users fall into when they become overly eager to gain a large following. Whether you're growing your Twitter account for business or personal reasons, this will show you what to do and what to avoid! Perfect information for businesses, social media marketing, social networking, home business owners and those trying to build a work from home business.
sproutsocial.com-10 meaningful ways to get more Twitter followers (1).pdfSamuelYamson1
You are looking at this for I reason I know for a fact you want more twitter followers. These 10 best and easy ways will be the reason you will have the faster growing account on twitter.
10 meaningful ways to get more Twitter followers (1).pdfMitzPatel1
If you are serious and want to put the time and effort into growing your social media like Twitter. Here are some results proven methods and tools to enable you to do so.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
5. Microblogging is a form of blogging with significant
limits on the length of posts, typically consisting of
short sentence and links, usually140 characters.
We will focus on Twitter as the primary application for
marketing via microblogging.
A related concept is MWOM (microblogging word of mouth)
which can accelerate WOM communications; this is known as
the Twitter effect.
Twitter’s stock price has fallen, but tweets will now be
available on Google search, which should boost the profile of
the platform.
6. A Brief History of Microblogging
Timeline
2005
2006
The ancestors of microblogs were “tumblelogs” containing stream of
consciousness posts in quick succession.
Twitter was launched and became a public sensation:
2011 – more than 200 million accounts
2013 - a billion accounts worldwide
2015 – 302 million active users
10. Building Your Brand Online
Can search users, posts and subjects and learn specific
topics, how frequently they are updated, how important
the topic is, what the audience is interested in.
Search to Gather Information
When beginning a SMM campaign, search Twitter for the
brand’s name, the competition and what is being said
about each.
Search is made easier by hashtags (#topic). Also, clicking
on topic will draw up other tweets with the same topic;
use hashtags when you tweet.
11. Building Your Brand Online
Know the Audience
Can search users, posts and subjects and learn specific
topics, how frequently they are updated, how important
the topic is, what the audience is interested in.
Twitter’s database of faces attached to personal interests,
provides an optimal arena to study and develop different
user personas.
Find one person whose profile exemplifies a certain
persona. Look at the list of similar people to follow; how
do their interests differ? Continue until another persona
emerges.
Note: the demographics of Twitter do not reflect those of
the general public.
12. Building Your Brand Online
Customize the Profile Page
A good profile page will help to develop a solid following,
provide views to the main site, and more interest in the
marketed product.
Best to use a face picture as the avatar, not a logo
The profile’s description should provide context and
important details, but must be concise.
A user will view the profile page of a tweeter to decide
whether or not to follow.
13. Building Your Brand Online
Tweet Content
Content should be “interesting, fun, and valuable.” Think
about the concerns, interests the target audience might
have, and address those first.
Keep a balance between different types of tweets, but do
not cover too many different topics in quick succession.
Look at the number of retweets to see if they care. You
can make use of the free analytics, to monitor your
tweets.
If an account does not provide appealing content, users
will ignore it.
15. Twitter is set up so that users only receive tweets
from people they are following.
If a profile has no followers, no one will see its tweets.
One strategy: follow others in the hope that they follow back (ex: follow
50,000, get 8,000 back.)
But new rules block users from following more than 2,000 profiles unless
they are followed by about 2,000.
Most of the users who follow back will be mass marketers and spammers,
and will not read the tweets.
16. Equal Ratio Strategy:
keep profile’s following and follower counts close to equal. But slow to get
off the ground. May take weeks or months to gather even a hundred
followers unless the brand is already well-known.
Targeted Follow Strategy:
search for & follow 50-150 profiles with similar interests and ideas or those
that already have members of the target audience following them.
17. Targeted Follow Strategy…(cont.)
To increase the chances of being followed back, consider sending a
mention (hashtag #NowFollowing or similar) to inform the person
about gaining a follower.
The Mention feature makes directed messages simple: a tweet with
“@[name]” will be viewable on the @Mention section of that person’s
home page, signaling that you are worth following back.
Strike up a dialogue when appropriate and begin developing
relationships.
18. Targeted Follow Strategy…(cont.)
In Twitter’s “suggested People” feature, users see lists of similar accounts and
suggested people to follow based on which profiles they view and follow, leading
to related profiles.
Stage 2: choosing which to follow back.
Early on, with less than 500-1,000 followers, follow back nearly everyone; later,
can be more selective.
Targeted following best for marketing objectives, but not the fastest way of
gaining Twitter followers.
19. The Purchase Option: Many services offer to provide
Twitter followers for a fee.
While tempting, it is not advisable.
Likely to be some combination of automated accounts, inactive accounts, and
accounts not in the target audience
Synergize with other media to draw existing
contacts into the Twitter following
Integrate Twitter with Facebook, LinkedIn, Digg
Provide a link from the company website or blog requesting viewer to follow on
Twitter.
20. Synergize with other media… (cont.)
The way websites tell users to follow on Twitter has a dramatic effect on the
clickthrough rate:
“I’m on Twitter” produces a click-through rate of 4.7%.
“Follow me on Twitter” increased resulted in 7.31%.
“You should follow me on Twitter: 10.09%
Providing a link in the phrase “You should follow me on Twitter here” yielded a
clickthrough rate of 12.81%.
Copy a variety of your tweets into a blog post.
Attach the Twitter handle to business cards, email signatures, etc.
21. Best Practices for Crafting
an Effective Twitter Channel
Self-Promote Cautiously
Focus on relationships first.
Respond to Questions
o Quickly respond to customers’ questions.
Gather Feedback
◦ Ask for opinions or product reviews directly.
5 Provide Unique Value
Choose Optimal Tweet Times
Post updates when followers are also updating
1 2
4
3
5
22. Marketing with Microblogging
Because of its versatility, Twitter can assist in
almost any marketing goal:
Increasing brand awareness
Connecting with customers
Providing support
Distributing information
Identify influential people with common
interests
Create valuable relationships
The principles learned here can be applied to
other microblogging platforms.
23. Best Practices:
Building a Personal Brand with Twitter
Lesson #1: Create a complete profile.
Lesson #2: Follow in your area.
Lesson #3: Create lists around your interests.
Lesson #4: Create a follow strategy.
Lesson #5: Post at least three times a day.
25. Creating a Content Strategy
Success requires a clear and meaningful content strategy,
based on the overall firm objectives and brand positioning.
Content marketing as a strategy has three major
components:
The creation of the content based upon target audiences and
personas.
The dissemination of the content through appropriate channels to
achieve marketing objectives.
The measurement of the success of the content through the
analysis of results
26. Creating a Content Strategy
The driving question is:
“What subject areas will interest members of the audience?”
More importantly (see Figure 7.1) how does the content
reinforce your brand image or brand story?
As the channels become more complex, it is important to
develop a powerful story that can be told across channels.
28. Creating a Content Strategy
Overcome the fear of being too specific.
The best strategy to building an audience is to be as niche and
specific as possible.
The future of publishing and content creation lies in serving
niche markets on a large scale.
Bloggers should consider specialized interests they might be
able to market toward, and develop content that will appeal
to such interests.
A few years ago, the mechanics of content marketing were
simple; now the challenge is to create good content across
multiple channels.
30. Creating a Content Strategy
FORMATSTRATEGY CONTENT
TYPE PLATFORM
CHECKLIST SHARING
TRIGGERS
GOALS METRICS
31. Creating a Content Strategy
◦ Strategy - strategy is key to any social media or content marketing effort. Strategy must be the key
in developing strong content.
◦ Format – a single piece of content can be deployed across many types. Email works well for
entrepreneurs and small businesses, white papers for B2B, and so on.
◦ Content type – Different types of content work well for different businesses. Quizzes work well
for B2C and testimonials for B2B.
◦ Platform – Content distribution platforms can be overpaid, earned, or owned media, that is, over
the company’s website, over a social network, or through an advertising platform.
◦ Metrics – metrics help the marketer understand who is reading the content, when, the reach of
the content, and other useful information.
◦ Goals – Content should support the business and brand strategy. If you want more people to view
your content, that objective is brand awareness. An engagement objective involves having people
interact with content on the web and create their own content around a brand.
◦ Sharing Triggers – What marketers do to encourage sharing; marketers use emotional and other
triggers to create responses in the audience (although consumers do not like it if they believe they
are obviously being manipulated). Funny and disgusting work as triggers for sharing videos.
◦ Checklist – Before deploying, use a checklist ensuring that content is optimized for search, to
support the firm’s goals, and other factors.
◦ 4.
32.
33. Blog History
Over 400 million people/month read blogs on WordPress alone; a huge
audience
Timeline
1994
1997
1999
2015
Justin Hall, student at Swarthmore College, began writing about video
games and consoles
The word weblog (combination of “web” and “log”) was created,
eventually shortened to blog. On the old DOS operating system for the PC,
the command .log would bring up a diary format, date and time stamped,
for recording thoughts and filing them
LiveJournal and Blogger were launched
34. What is a Blog?
Blog
A collection of the blogger’s personal thoughts
and ideas around a particular topic.
Naked Conversations lists blogging’s 6 pillars & defines
how blogs are different:
◦Publishable-cheap and easy to set up; free
◦Findable-can be found with search engines
◦Social- conversations about mutual interests
◦Viral- can spread information faster than news
◦Syndicatable- viewers can easily subscribe
◦Linkable- blogs can link to each other
35. Creating and Promoting Blog
Setting Up a Blog
◦A starter blog can be created on WordPress, Blogger or other free sites
◦These are hosted blogs run on another company’s website and server; a
suffix at the end of the URL indicates which service is hosting the blog.
◦A business can self-host a blog on its website
◦The difficult parts of blogging are creating a compelling, relevant subject
for the blog, writing effectively, and improving content over time.
◦For students, Google’s Blogger is easy, with analytics.
36. Creating and Promoting Blog
Promoting a Blog
◦ One way to increase readership is to request an email sign-up; create a
list of readers who receive content on a regular basis (Ex: Huffington
Post).
◦ 80,000 bloggers contribute content to the site (for free), which now
has 126 million visitors each month.
◦ Huffington Post has won several Webby Awards, and in 2012, its first
Pulitzer Prize.
◦ AOL purchased the Post in 2011 for $315 million
◦ Huffington Post was sued for the work of unpaid bloggers, but the
court ruled that the unpaid bloggers received their reward in terms of
publication.
37. Creating and Promoting Blog
Creating a Reputation through Blogging
◦ Robert Scoble famously became the first influential corporate blogger.
◦ He told the truth (as he saw it) about his employer, Microsoft, and its products,
criticizing often, and praised the firm’s competitors.
◦ His brutal honesty and invitation to open communication with consumers
endowed Microsoft with a renewed credibility which it’s much-maligned business
practices had eroded.
◦ He confronted product team leaders with suggestions and criticisms from his
resources, elicited responses, then posted those on his blog.
◦ He also persuaded MS executives to blog within the company; these blogs became
a resource for employees.
38. Creating and Promoting Blog
Creating a Reputation through Blogging
(cont.)
◦ Other corporate blogs began.
The blog of Marriott International’s CEO was praised for its accessibility and
down-to-earth tone
The CEO shares stories and information on the business and helped it to
develop a likable public personality.
Marriott employees make up about 20% of the blog’s readership, and they
comment often.
This gives a sense of camaraderie with the CEO that workers enjoy.
The blog has also generated more than $5 million worth of revenue from
bookings originating from the blog.
40. With the tools available on the web, anyone can become a
publisher at minimal cost.
Today, a website can be created in less than an hour with no expert coding knowledge using Weebly,
Wix, WordPress, or other web-development tools; editing websites is easier.
Online space has changed from a read web where people go primarily to read, to a read-write web,
where it is possible not only to read, but to create content. Users can interact with the content.
Content Clutter
There is such a proliferation of content online that even the highest-quality material has difficulty
standing out and building an audience.
Some blogs have many readers, while many blogs have almost no readers. (See Figure 7.3.)
Most companies consider their blogs as part of their business strategy; consumers increasingly
look to blogs to make business decisions.
Everyone is a Publisher
42. Marketing Benefits of Blogging
Blogging has several unique advantages:
Communicating with (Potential) Customers
Blogs reward thoughtful posts and fully developed ideas.
This makes blogs valuable in a broad variety of industries; every business has
expertise to share.
Word-of-Mouth Marketing
WOM marketing may be more than twice as effective as traditional
marketing
Blogging facilitates WOM marketing by:
oMaking messages portable and easy to share
oCreating new topics, like mini-press releases, for discussion
oProviding a center for conversation re comments & replies
43. Linking a Blog to Marketing
Objectives
Blog Marketing
A small fraction of blogs on the internet create tangible returns for the
blog’s creators.
Many are personal and function like an online journal; their authors do
not expect a return.
There are many professional or corporate blogs that do not accomplish
their objectives, or don’t know what those objectives should be.
Over 50% of blogs are abandoned within 90 days.
The single biggest risk in business blogging is setting the wrong strategy.
45. Monitoring the Blogosphere
A primary benefit from blogging is to learn about the “tone” of the
online community with regard to certain topics.
But relevant comments are likely to be dispersed through a huge
number of blogs.
Stay current on important blogs in the industry and view reader
comments, but do more.
One crude metric for public sentiment is how many views that
posts on different topics generate.
Monitoring software can be costly, but there are free tools in
Blogger and Google Analytics.
Monitoring will help you fine-tune your blog.
46. Video Streaming in the Social
Media Mix
Streaming video is a live video broadcast shared over the
Internet.
Marketers are incorporating streaming into their social
media plans as apps (Periscope, Meerkat) have allowed easy
sharing of video streams.
Best suited to live, interactive content
Viewers can comment on the video and what is happening in the
moment.
Streaming is best done when shared online and when other forms
of social media are also used to interact.
Legal issues include possible video piracy, but the benefits for
marketers are clear.
47. Video Streaming in the Social
Media Mix
Marketing Through Podcasting
Podcasts are media files distributed via subscription on the Internet.
“A podcast is a digital audio or video file that is episodic, downloadable, and
program-driven, mainly with a host and/or theme; and convenient, usually
via an automated feed with computer software.” Journal of Information
Technology & Politics
A podcast may contain only audio or audio and video (vodcasts); they can be
consumed:
1. Played directly off the website on a computer
2. Downloaded to a computer and listened to offline
3. Downloaded to portable MP3 players for listening offline
49. Creating and Sharing Podcasts
Three different
possibilities
Instructional
Informative
Entertainment
Specificity is
valuable
Podcast Content
50. Creating and Sharing Podcasts
Brevity
Avoid overediting
Choose an articulate
moderator
Include music
Create talking points,
not scripts
Producing Podcasts
51. Creating and Sharing Podcasts
Podcasts can be shared at no
cost on iTunes, Zune, Sony
and Phillips, as well as others.
Directories for listing
podcasts, including Podcast
Alley, and iPodder.org.
To assist search engines in
finding podcasts, fill in the ID3
tag (title, author’s name,
description and running time;
the information must be
entered manually.
Delivering Podcasts to Consumers
52. Marketing with Podcasting
Podcasting requires a strong
commitment to creating content
tailored to marketing goals.
Podcasts can bring in independent
revenue
Recruit paid sponsors to
advertise the product
Offer fee-based content (requires
superior content)
But don’t begin with monetizing;
with so many free podcasts, may
be difficult to get subscribers
For a successful podcast, see
Mugglecast and its competitor
PotterCast.
54. Hosting Webinars
Conducted live over the Web; interactive
To attend, the listener calls a phone number or listens live on a
computer’s speakers by accessing the webinar through the Internet.
Webinars are typically B2B marketing activities.
Webinars sometimes contain a visual aspect: a slide show
presentation or live-stream video; the material may also be
streamed.
Most last 1-2 hours.
Webinars resemble a conference or seminar.
55. How to Set Up a Webinar
Easy to set up and run; several free to low-
cost webinar sites available; to choose which,
consider:
The number of attendees
The visual content
The frequency with which the webinar is
held
If there will be visual content, need a
website to host the webinar rather than
using a conference call system
Depending on frequency of the webinar,
better to pay monthly subscription fee or
a one-time webinar fee?
Create a webinar outline of the main
points, schedule the event, and promote.
Hosting Webinars
56. Preparing for and Executing the Webinar
Risks and dangers of Webinar:
No way to gauge audience reaction; no
feedback.
No chance to rerecord if speaker is stumped
or misspeaks.
Time spent preparing will be very well
spent.
Decide in advance whether questions will be
answered as they arise, or at the end.
Prevent interruptions; avoid background
noise.
Start on time; answer questions concisely.
Avoid selling overtly during the webinar.
Hosting Webinars
57. Marketing with Webinars and/or
Podcasts
Advantages of Webinars:
Webinars may gather a large audience (500+) without the
need to travel
Ideal for training sessions or information sharing
The audience can ask questions and get immediate
answers.
Email addresses provided by Webinar participants can later
be used to send targeted messages.
Prior to webinar registration, lead qualification messages
can be asked.
58. May emphasize one medium more than the other
The choice may reflect available technology and resources
(podcasts are less expensive).
Webinars valuable for learning or collaboration
But require planning and coordination beforehand
Podcasts less interactive, but have continuing accessibility
because downloaded.
A natural fit for opinion, information, entertainment
Some firms use both, some one or the other
Marketing with Webinars and/or
Podcasts
Webinars Podcastsor
59. Best Practices for Blogging, Podcasting,
Video Sharing and Webinars
Rule #1: Use catchy titles.
Rule #2: Update frequently.
Rule #3: Keep content focused.
Rule #4: Invite comments.
Rule #10: Promote the Blog,
Streaming Video, Podcast, or Webinar.
Rule #6. Avoid negativity.
Rule #7. Stand by the content.
Rule #8: Cross promote.
Rule #9: Archive the content.
Rule #5. Engage with others.
Rule # 11. Use metrics.
60. Blogging to Build Your Personal Brand: Optimizing
Your Online Brand by Blogging – for Students
Lesson #1. Find your niche.
Lesson #2. Reserve your niche.
Lesson #3. Create meaningful blog content for
your audience.
Lesson #4. Observe good formatting rules.
Lesson #6. (sic) Blog regularly.
Lesson # 7. Promote your blog.
Lesson #8. Respond to your audience.
Lesson # 9. Use metrics to refine the approach.
61. Benefits of Marketing with
Social Networks
A consequence of online social networks is the
blurring of the line between business and personal
life.
Previously, only celebrities and politicians could expect
public scrutiny of their actions.
Now, much personal information (especially of young
people) can be found on the Internet.
Online sharing of popular interest is highly valuable
to a social media marketer.