blogging and social media for business
DESCRIPTION
Social Media presentation for the Georgia Tech Enterprise Innovation Institute in Macon, GA on 9 July, 2008.TRANSCRIPT
Chris CreeChris Cree
Blogging and Social Media
For Business
Social Media Strategy Consultant
Chris CreeChris Cree
Helping people exercise the Golden Rule in online communications.
Using Social Media to:
Expand TerritoryReach a Broader AudienceGain Valuable FeedbackIncrease SalesSee More Repeat BusinessGet More Referrals
Wikipedia Definition:
Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning, as people share their stories, and understandings.
Social Media
Boil it down.
A Simpler Definition:
Social Media
Communication Formats PublishingUser Generated Content
That Allow Some Level ofUser Interaction
Social Media
Some Common Features
•User Accounts
(Not all found every time)
•Friend Lists
•Built-in Interaction
•Easy to Add Content
•Customizable •Public & Private Content•RSS Syndication
•API’s
Social MediaExample Sites
NewsDigg, Reddit, Netscape, Newsvine, Shoutwire
BookmarkingDe.licio.us, Furl, ma.gnolia, Spurl
NetworksMySpace, Facebook, LinkedIn, Live Journal,
Yahoo 360PhotosFlickr, Picasa, Photobucket, ImageShack,
SnapFish
Social MediaExample Sites
VideoYouTube, Google Video, Seesmic, Joost, Revver
MicrobloggingTwitter, Tumblr, Pownce, Jaiku, Spock, Plurk
MiscellaneousMyBlogLog, StumbleUpon, Wikipedia, Slideshare,
Last.FMSavannahSavannahNow, Evoca, OddPodz, Balaya,
CityTrex
Social Media CanHelp Business
Potential Benefits of Sound Social Media Strategy•Increased Web Traffic•More Inbound Links•Build Brand Awareness•Improve Customer Loyalty
Social Media CanHelp Business
Potential Benefits of Sound Social Media Strategy•Sense Market Changes More Rapidly•Earlier Problem Detection•Relatively Low Cost•Integrates with Traditional Marketing
Social Media CanHelp Business
Potential Benefits of Sound Social Media Strategy•Develop Word of Mouth•Reach Beyond Local Market•Executive Visibility and Leadership•Compounding Efforts Over Time
Social Media
The Up Side is HUGE
A Subset of Social Media
Simply a Web Site
With Special Characteristics
(Much MORE than Just a Diary)
Blogs
Blogging Software Designed to
Make Web Publishing SimplerFor People with
Modest Technical Abilities
Blogs
Blogs
Some Common Features
•Individual Posts
(Not all found every time)
•Comment Sections
•Easy to Add Links
•Audio or Video Possible
•Reverse Chronology
•Public or Private
•RSS Syndication
•Low Cost
•Easy to Add Photos
•Highly Customizable
Search Engine Authority
Search Engines’ Business is Producing Relevant Results
Their Competition is Always Just a Click Away
Their Search Algorithms areClosely Guarded Corporate Secrets
Search Engine Authority
Age of the DomainHow log ago was the domain (URL) created?
All else being equal...
The Big 4 Factors
A web site that has been around for 5 years will be seen as more of an authority than one 5 weeks old, and get ranked higher as a result.
Older Domain = Higher Search Rankings
Cannot be controlled.
Search Engine Authority
Page DepthNumber of web pages on a given domain (URL)
All else being equal...
The Big 4 Factors
A web site with 1,000 pages will be seen as more of an authority than a web site with 5 pages, and get ranked higher as a result.
More Page Depth = Higher Search Rankings
Search Engine Authority
Inbound LinksNumber of links into domain (URL) from other
sitesAll else being equal...
The Big 4 Factors
A web site with 5,000 inbound links will be seen as more of an authority than a web site with 5 inbound links, and get ranked higher as a result.
More Inbound Links = Higher Search Rankings
Search Engine Authority
Regularly Updated ContentNew content being added to domain (URL)
All else being equal...
The Big 4 Factors
A web site that is updated several times a week will be seen as more of an authority than a web site with that hasn’t changed in 4 months (or 4 years!) and get ranked higher as a result.
Regularly Updated Content = Higher Search Rankings
Search Engine Authority
•Age of the Domain•Page Depth•Inbound Links•Regularly Updated Content
The Big 4 Factors
More Big 4 = Higher Search Rankings
Hold Blogs Up Against
oAge of the Domain Fixed – Platform Irrelevant
The Big 4 Factors
Page DepthEvery Blog Post is a New Web Page
Inbound LinksBlogs Make Linking Easy & Attract
LinksRegularly Refreshing ContentBlog Posts & Comments Add Content
All Else Being Equal…
A Properly Implemented BlogWill Outperform a
Traditional Static Web SiteIn the Search Engines
Every.
Single.
Time.
Social Media Example #1
When Things Go Horribly Wrong
Old Media Approach to a New Media Problem
Social Media Example #2
Engaging the TwitterCommunity
Zappos CEO Active on Twitter
Publicly Capture all @Zappos Tweets
436 Zappos Employees on Twitter
•Actively Engaging•Multiplying Efforts•436 Different Circles of Influence
•Makes Company “Personal”
Social Media Example #3
jetBlue Crisis Response via YouTube
jetBlue Engaging Twitter Community
ON
http://jonathanfields.com/blog/jetblue-twitter-customer-service-or-to-spy/
Traveler Mentions jetBlue on Twitter
@jetBlue “Follows” Traveler
Dialog Results
Traveler Blogs About the Experience
ON
http://jonathanfields.com/blog/jetblue-twitter-customer-service-or-to-spy/
People Like Me Read Blog Post
I Follow @jetBlue on Twitter
I Tell People Like You
You can’t BUY that word of mouth marketing
www.slideshare.net/ChrisCree/www.slideshare.net/ChrisCree/blogging-and-social-media-for-businessblogging-and-social-media-for-business
Contact Info111 Misty Morning WaySavannah, GA 31419P: 912-927-7734F: 912-927-7143C: 912-667-8055
Skype: Chris-CreeGoogle Talk: ChrisCreeTwitter: ChrisCreeSlideShare: ChrisCree
Chris CreeChris Cree