This document provides an overview of using social media as a marketing tool. It discusses blogs and how they can be used for marketing purposes. Blogs allow for feedback and repeat readers if new content is consistently added. Twitter is also discussed as a form of microblogging. The document emphasizes that social media is about building relationships and connections with customers to gain insights and brand awareness. It concludes by noting that social media is a time-intensive but cheap form of marketing.

1. CONSULTING
Social Media
Using
as a Marketing Tool

2. About MJM Consulting
Virtual President Services &
Strategic Management
Consulting
CONSULTING Michael McKay
http://mjmhelp.com

3. Some Caveats
• I’m not a social media expert
• I’m not a marketing expert
• I have limited experience and training
• Like a teaching hospital, this is a case of
see one, do one, teach one.

4. Sources
• Alec Saunders (http://saunderslog.com)
– Presentation material blatantly plagiarized
from his OCRI presentation
• See original at http://tinyurl.com/saunders-sm-pres
• Social media superstars
– David Armano (http://darmano.typepad.com)
– Chris Brogan (http://chrisbrogan.com)
– And anyone they link to
• Photo Credits at the end.

7. Within social media,
customers are media producers

8. Your customers
You
What are
they saying?

11. It is not
about the

12. quot;Social media isn't just about big networks like Facebook and MySpace,
it's about brands having conversations.“ Lloyd Salmons

15. The Tools

16. Blogs

17. Blogs
• Blogs have been around for 10 years
– Originally web logs – a list of sites visited and
comments – the weird and wonderful
• Software added to automate the process of
updating the list
– People started adding random comments
– The web exploded - the lists became un-useable
but the comments remained
• Search engines took over the world

18. What’s a Blog?
• The old definition
– A set of comments arranged in chronological order
where new additions are added to the top and older
comments are removed from the bottom.
• The new definition (mine)
– An SQL database layered under a PHP engine that
enables rapid updates of posts/pages/comments and
displays these in a multitude of clever ways.
• Technically & practically, its a web site.

19. Blogs are Dead
Long live the website

20. Blogs versus Static Sites
• Web sites are largely marketing material
– An electronic brochure
– A tiny sales function (click here to purchase)
– Trend note: Web 2.0 is adding applications to the mix
• Blogs are web sites that allow feedback
• Therefore, Blogs are marketing material but with
feedback

21. Blogs versus Static Sites:
Repeat Readers
(Taken from Alec Saunders Presentation)

22. Compare with Print

23. Blogs are Publications
Writing style and content
create an identity
Blogs are Brands
Given a mission,
blogs are a forum for thought leadership
(Taken from Alec Saunders Presentation)

24. (Taken from Alec Saunders Presentation)

25. Lots of links!
Auto SEO Must be really
Big site! Must
relevant!!
be important!
Link Love
Your Blog
Page
Multiplier
Filters
pages
Other Blogs
tags
titles The community
categories
acts as an echo
dates
chamber
Single
post
Database

26. Google “Juice”

27. Who’s Got Juice?
Bloggers “Professional Brands”
• Alec Saunders • Mitel
2,230 345
• Chris Brogan • Nortel
8,620 1,870
• Problogger • Bell
10,500 1,920
• Huffington Post 45,600 • The Globe and Mail 9,780
• IBM 17,100

28. Examples

29. More Examples

30. More Examples

31. A Great Blog will work for Anything

32. Even if the Juice is not Great

33. Features that make a blog work
• RSS (really simple syndication)
• E-mail subscriptions
• Comments – maximize opportunity for
conversations
• Tags
• Categories
• Archives
• Links (blog roll)
– ask for and give link love

36. How do I start?
Set up a site Writing
• Write often
• Get a proper top-level
• Use good titles
domain
• Use really good titles
• Install good software
• Make the posts meaty
(wordpress)
• Be controversial
• Use a Google site map
• Participate in the
• Ping the search engines
“conversation”
• Link and traceback
• Keep a blogroll
• Tag, tag and tag
• Ask for “link love” and love
your friends

37. 3 posts a day!!
Perhaps I should use twitter.

39. Twitter Language
• Like pig-latin
• Micro-blogging – Take any word, remove the first
– Limited to 140 characters consonants and add “tw”
• Twitter – the service
• Real-time conversations • Tweet – an individual post
• Analogous to CB radios • Re-tweet – reposting someone
else’s post
– “Hey 10-4 good buddy, what’s • Twit – a person who tweets
yer 20?” • Tweople – a group of twits
• Millions of users • Tweet-up – an meeting of twits
organized on twitter.
• Too much traffic to follow • Twitterverse
• Twebinar
• Twistorie

40. For Heaven’s Sake!
Why?

41. Insight
&
Connection

42. Tweetscoop

43. Real-time information

44. Twitter Users
Twitter users were among the first
to hear, and so spread the
news about, the Mumbai attacks, earthquakes in California
and the death of the actor Heath Ledger

48. http://darmano.typepad.com/logic_emotion/2008/11/moms-give-motri.html

49. In Summary
• Social Media is about People and
Relationships
• It provides a vehicle to make connections with
customers and gain insight
• Connections can be leveraged to gain brand
awareness, Google Juice and influence
• It is a cheap but time-intensive form of
marketing

50. 10 reasons to stop calling yourself a
quot;bloggerquot;:
1. People are only nice to bloggers because now, they have to be.
2. Blogger sounds like quot;boogerquot;. Ew.
3. Bloggers are so 2006. quot;Microbloggersquot; are the new bloggers.
4. Most successful bloggers have written a book. That makes you an author.
5. If you haven't written a book, you're just a blogger.
6. No one really wants you to blog about what they did at last night's party.
7. Blondes have more fun. Bloggers have more fights.
8. Bloggers are now respectable, like journalists and lawyers. Except no one
trusts journalists and lawyers.
9. The word blogger rhymes with quot;joggerquot;—subliminally recalling images of
head bands, knee highs and short shorts.
10. Bloggers only talk about blogging. You're more interesting than that.
http://darmano.typepad.com/logic_emotion/2008/09/10-reasons-to-s.html

51. Contact Me
Michael McKay
MJM Consulting
613-724-8169
michael.mckay@mjmhelp.com
http://mjmhelp.com
CONSULTING

52. Credits
Matt, isolatediguana,
David Armano, Critical Mass,
“Tools of the Trade”. 28 May 08.
“Thoughts on Paid + Earned
http://www.flickr.com/photos/isolate
Media”. 8 Feb 09.
diguana/2530971046/
http://darmano.typepad.com/
Dreamer7112,
Blue Valentine Press
“sale, wet”. 8 July 07.
“Recycled Old Dictionary Pages”
http://www.flickr.com/photos/dream
17 April 08.
er7112/754756881/
http://www.flickr.com/photos/rightoutloud/2
421043521/
Matt Hamm
“Jump on the social media bandwagon” David Armano,
15 Oct 08. “Bridging the Social Divide”. 22 Oct 08.
http://www.flickr.com/photos/matthamm/29 http://www.flickr.com/photos/7855449
45559128/ @N02/2964677994/
Dave Gray David Armano,
“Social media” “A very brief history of micro-media”.
25 May 2006 20 Nov 08.
http://www.flickr.com/photos/davegray/153 http://www.flickr.com/photos/7855449
025183/ @N02/3045125363
Edge of Space
“How fast do you want to go”
David Armano,
25 September 2006
http://darmano.typepad.com/logic_emo
http://www.flickr.com/photos/ejazasi/25303
tion/2008/12/blogging-is-dead.html
2421/
David Armano,
“The Collective Is The Focus Group “
8 Jan 2008
http://darmano.typepad.com/
Apologies to those I’ve missed.