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Social media strategy: The case of blogs and microblogs
- 1. Social Media Strategy:The case of blogs and microblogs By Jeff Wilfong, CEO, E2.0 Pros Contact: www.E20Pros.com Twitter: @jwilfong Slides: http://www.slideshare.net/jeffwilfong Hashtag: #SMS915
- 2. Blogs What areblogs? Websites: Information, Reflections, reviews, etc. Comments Feeds / Aggregators
- 3. Blog terms BloggerBlogosphere Blogging Blogroll Permalink RSS
- 4. Types of BlogsFive types of blogs Individual journal News, commentary, journalism Advertising, customer service, promotions Business / Professional insight Internal information sharing
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- 9. Internal blogs Blogscan be used for organizations: Project Management Internal marketing Idea generation Employee connection Team communication Leader communication Dynamic team creation
- 10. Leader’s Voice Asa leader, lend a human voice Some CEO bloggers: Kevin Lynch, CEO, Adobe Systems, Inc Jonathan Schwartz, ex-CEO Sun Microsystems, Inc. George Colony, CEO Forrester
- 11. Blog strategy Determineyour audience Do you have the resources? What is your service? What are you selling? Research other blogs and read them regularly Write, Write, Write!
- 12. Tools to getstarted
- 13. Remember the feeds& buttons
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- 16. What is amicroblog? Microblog: blog software tool, which uses short posts Twitter 140 characters Profile / User account Search / Indexing
- 17. Twitter A necessityfor any entrepreneur or business person People are writing about you or your brand on the E-mail is slowly dying for purposes of collaboration - most spend 2+ hours/day
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- 19. Twitter engagement Followpeople! Tweet at peak times Tweet regularly Follow as many lists that are relevant as possible Make your own lists
- 20. Twittequette Twitter hasan etiquette Thank people who mention you RT tweets Add value in RTs Minimize use of DM
- 21. Twitter for businessTweet news, info, accomplishments, RT, quotes Limit banal updates Be intelligent of # of tweets, and groupings Don’t auto-link tweets to other social services No confidential information Tweets last forever Keep it short, Snip URLs ENGAGE in conversation
- 22. Managing the chaosInformation overload Obtain aggregators such as: TweetDeck HootSuite Hashtag searches / lists
- 23. Twitter utilities Hundredsof software utilities! Examples: Twellow.com Hashtag.org TwitterCounter.com TweetScan TweetStats.com Twitbacks.com Tweetlevel.com Twifficiency.com
- 24. Take part in“chats” #CollabChat #InnoChat #LrnChat many others...
- 25. Basic differences Useblogs for information sharing, for teams and communication, and advertising, especially if you cannot maintain daily. Use Twitter for relationship building, and getting information as it is developing. Maintain customer service real-time! Always cross-post on social media to optimize gains
- 26. Part 3: Growingyour biz Research: Determine your social media reach and audience Plan: ex. create blog, Twitter feed or both Do: Work the plan
- 27. The Engagement PyramidSource: Altimeter Group
- 28. Be customer-centric Twitter:supports connection, shows your personality, allows instantaneous branding Blog: supports knowledge expertise, highlights products, shares reviews, allows a community to form around your brand
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- 31. Focus on Beingresponsive Accepting feedback Developing your niche on SM Quality posts and conversation Segmenting your audience
- 32. Watch-out for Spammingpeople Censoring Over-promoting Pushy marketing / selling
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- 34. #SMS915 Use Twitterhashtags for events, talks, etc, but be cautious
- 35. Social Media Strategy:The case of blogs and microblogs By Jeff Wilfong, CEO, E2.0 Pros Contact: www.E20Pros.com Twitter: @jwilfong Slides: http://www.slideshare.net/jeffwilfong Hashtag: #SMS915
Editor's Notes
- #2 Social media type presentations typically include 1) Title, 2) Business advertising (usually on bottom), 3) Contact, which includes name, e-mail, website, and Twitter handle, 4) Location of slides whether it is the business website or on slideshare (which is the largest place on the web to host slides), and finally, 5) a Twitter hashtag if the presenter will either display the live Twitter feed or if the presenter will simply respond to questions from Twitter using the hashtag. In this case, since today is Sept 15, 2010, I chose to use Social Media Strategy 9 15.
- #3 Tag cloud - a means to search terms on a blog to link to specific articles associated with that term. Tag Cumulus - a 3 dimensional tag cloud application
- #4 The blogosphere from Google. Most major blogs are visited by millions, with smaller blogs visited by fewer. Therefore, writers in the blogosphere typically link to larger blogs, thus explaining the dense cloud of connections.
- #5 Side: Technorati and Google Blog Search - two best search tools to use to find blogs, by topic, author or more. Twitter is the best tool to find new blogs and information
- #6 Julia Powell’s - The Julie/Julia Project - Nobody here but us servantless American cooks...
- #7 Links: Mashable.com HuffingtonPost.com TechCrunch.com
- #8 Nike blog, Old Spice, Sears Links: http://www.oldspice.com/blog/ http://blogs.mysears.com / htt p://www.nikeblog.com / ht tp://community.safeway.com /t5/Our-Blog/bg-p/swy00 1
- #9 Links: http://e20pros.com http://www.forrester.com/Blogs?cm_re=Navigation_010710-_-community_subnav-_-blogs http://www.sovosgroup.com/ http://www.altimetergroup.com/ http://www.dachisgroup. com/ www.chrisbrogan.com
- #10 Reference: Wright (2006) http://www.comindwork.com/Quick-Tour
- #11 http://www.klynch.com / http://blogs.sun.com/ jonathan/ http://jonathanischw artz.wordpress.com / http://blog s.forrester.com/ceo_colony
- #13 Go to: www.Blogger.com (Google’s blog platform) www.TypePad.com www.Wordpress .com Sources: h ttp://webbiquity. com /
- #14 http://www.problogger.net/archives/2007/02/14/11-ways-to-find-new-rss-subscribers-for-your-blog/ http://www.opposingviews.com/i/mark-cuban-on-the-future-of-facebook-like-button http://www.deve lopersnippets.com/2010/02/12/psd-of-glossy-google-buzz-button-icon-for-free-sui table-for-google-buzz-wordpress-plugin/
- #15 Some blog readers are Google Reader, Blog Lines, NewsGator, etc http://cyrildason.com/2009/07/15/google-reader/
- #19 On Twitter, a 24-hour constant stream of communication is occurring on the web that anyone can read or participate in.
- #20 Follow - up to 2000 key individuals in your region, industry, or in other areas of interest Peak times - usually weekdays, mornings, lunch breaks, dinner hour, etc. - know your audienceRegularity - shoot for a few tweets daily, if possible, and at different times of day. Search for people you admire - follow their lists or the lists they follow
- #22 Tweet intelligently - only 3-5 tweets per tme Autolink- For LInkedIn, use #in in tweet. Be wary of using Facebook auto-updates. Rather, use Facebook and post from Facebook -> Twitter as people tend to be more conscientous this way.
- #24 Twellow.com - Find people, interests, and who is number one Hashtag.org - Find popular hashtags, track history, popularity, research new interests TwitterCounter.com - Graph your stats, followers, following, tweets, over a period of time TweetScan.com - Search Twitter for keywords, phrases (overall or by user) TweetStats.com - Graph tweets over day, frequency (takes a little while to analyze) Twitbacks.com - Nice backgrounds for your twitter page Tweetlevel.com - see how efficient you are on four dimensions (Influence, popularity, engagement, trust) Twifficiency.com - another tool to see how efficient you are Remember your strategy - then only use tools that help with that! Many tools are for entertainment purposes only Search “Twitter Utilities” on Google and find hundreds more
- #25 Google - “Twitter Chat Schedule” and find the database
- #34 Google analytics, Wordpress Stats, TweetStats Focus on what you want to measure, then find one of the hundreds of free tools to do it!
- #36 Social media type presentations typically include 1) Title, 2) Business advertising (usually on bottom), 3) Contact, which includes name, e-mail, website, and Twitter handle, 4) Location of slides whether it is the business website or on slideshare (which is the largest place on the web to host slides), and finally, 5) a Twitter hashtag if the presenter will either display the live Twitter feed or if the presenter will simply respond to questions from Twitter using the hashtag. In this case, since today is Sept 15, 2010, I chose to use Social Media Strategy 9 15.