Blogging for BusinessCreate a corporate blog that engages & informs employees & media

@marcusnelson #raganSocMed

@marcusnelson #raganSocMed

O hai.

@marcusnelsonDirector of Social MediaSalesforce.com

@marcusnelson #raganSocMed

In this session, you'll learn how to:

1) Master the do’s and don'ts of corporate blogging

2) Create a team of enthusiastic bloggers

3) Make your corporate blog more social

4) Generate fun and creative content

5) Master pro tips: post length, keywords, media, etc.

6) Keep it interesting: Do NOT over-market your company

@marcusnelson #raganSocMed

@marcusnelson #raganSocMed

Before we begin...

@marcusnelson #raganSocMed

Read this. Remember this. Tweet this.

If #Content is King,#Marketing is Queen,and your Blog is the Castle. #raganSocMed

@marcusnelson #raganSocMed

Your blog should be the....

Single Voice of Authority

@marcusnelson #raganSocMed

So...

http://hyperboleandahalf.blogspot.com/2010/06/this-is-why-ill-never-be-adult.html

@marcusnelson #raganSocMed

The do’s and don'ts of corporate blogging

@marcusnelson #raganSocMed

Do

@marcusnelson #raganSocMed

Ask your team lots of questions

1) What are you not doing now that you wish you were doing?

2) What messages does your team wish customers & prospects knew about your business?

3) What value could be placed on insuring customers & prospects know this information?

4) Who will have ownership over the blog(s)?

@marcusnelson #raganSocMed

Blog BlogCategory CategoryCategory CategoryCategory CategoryBlog Category

PRODUCT BLOGS

COMMUNITY STRATEGY & INDUSTRY

Blog

COMPANY

Create a blog hierarchy

Category CategoryCategory Category Category Category Category

Blog.salesforce.com/product is our primary blog. It’s easier to maintain one big blog then many ghost towns. If a product gets big enough to have it’s own blog we’ll write a daily or weekly digest highlighting posts that appeared across the blog network.

Thought leadership content designed to extend beyond Salesforce customers

Happenings, heros, and events from around the salesforce.com community

@marcusnelson #raganSocMed

Create Executive buy-in for the Blog

1) Create a V2MOM for your executives:• Vision for the blog(s)• Values for making the investment• Methods by which you will execute the plan• Obstacles you anticipate encountering• Metrics by which you will measure success

2) Put a Content Calendar in place and make it someone’s job to enforce it -- a copy editor wouldn’t hurt either

@marcusnelson #raganSocMed

@marcusnelson #raganSocMed

Have clear, achievable & agreeable metrics

Video Views Subscribers Posts & Comments

Engagement Coverage Sentiment Share of

Conversation

@marcusnelson #raganSocMed

Define what success looks like

Search

Soda

CRM

What Does Share of Conversation Mean?

The degree to which a brand is associated with the problem or need it is setting out to help with

@marcusnelson #raganSocMed

Our Success Metrics

Share of Voice

# of MVPs

Awards Won

Engagement Coverage

Video Views

Subscribers

Posts & Comments

Facebook Engagement

Score

Sentiment

# of Employees Trained

# of Influencers Engaged

Audit Score

Downloads

Attendees

Quality of Engagement

Share of Conversation

@marcusnelson #raganSocMed

How does this translate into what you do?

Website Campaigns Content Creation

Influencer Army Sales EnablementEvents

@marcusnelson #raganSocMed

Don’t

@marcusnelson #raganSocMed

Do not...

1) Do not fight to have a blog. Have valuable reasons, use metrics, reference competitors, and use common sense.

2) Do not blog for blog sake. Blogging is creating content for your social endeavors to spark sharing & conversations.

3) Do not get started before you have buy-in from everyone involved. You’ll cause more friction for yourself later if you don’t be patient.

@marcusnelson #raganSocMed

Oh, and don’t just blog about your company stuff

Remember80/20 Rule:

80% about tips, tricks, and helpful or entertaining info - use only 20% to talk about

your products

@marcusnelson #raganSocMed

Don’t NOT reply to reader comments

You started the conversation, don’t leave it.

@marcusnelson #raganSocMed

Create a team of enthusiastic bloggers

@marcusnelson #raganSocMed

@marcusnelson #raganSocMed

VideoOnce a Quarter

V

EmailTwo Touch Rule

BlogsEvery Two Weeks**

B

FacebookEvery Two Weeks

F

TwitterDaily or Hourly

T

EngagingDaily or Hourly

E

WebsitePersistent

W ENE

Set achievable expectations for publishing schedule

Could be more often, especially if we can get PMs engaged

Could also be eBooks, good infographics, or Facebook apps

Command Center will help, but we need subject matter experts

Cadence based on a focus on great content & channel conflict

@marcusnelson #raganSocMed

3CreateContent and add to Content Calendar

1Publisher Reviews, Flips It to Editorial Review2

Editor Reviews, Flips It to Ready to Publish

On Publish Date, Publisher Flips the Content Live4

Week Later, Content is Reviewed to Measure Success

5Notes are Available in the App and Ratings Appear on Dashboards

6

Put a process around how content gets published

@marcusnelson #raganSocMed

Purchase or create tracking apps & dashboards The Content Calendar Social Media Dashboards

@marcusnelson #raganSocMed

Message your success to Executives & Coworkers

@marcusnelson #raganSocMed

Make your corporate blog more social

@marcusnelson #raganSocMed

Make is easy...

to share

see who wrote the article

to follow

oh, and lots of photos helps :)

@marcusnelson #raganSocMed

Embed all of your media into the blog

Dreamforce Announcement on Blog

InfographicsPhotos

Presentations

Videos

eBooks

@marcusnelson #raganSocMed

Post via social everything that hits your blog

Dreamforce Announcement on Blog

@marcusnelson #raganSocMed

Example of our digital marketing from Dreamforce

Dreamforce on Blog

Facebook Ads

Tweets

Facebook

Email Drops

Website

@marcusnelson #raganSocMed

Website IntegrationSubscribing

Sharing

EmbeddingYouTube

Slideshare

Blog Feed

Twitter Feed

LinkedIn Recommendations

Facebook Widget

@marcusnelson #raganSocMed

Generate fun and creative content

@marcusnelson #raganSocMed

Operation Guillaume

@marcusnelson #raganSocMed

Kissmetrics creates infographic catalogue

@marcusnelson #raganSocMed

Get Satisfaction Valentine’s “Love Your Customer Awards”

@marcusnelson #raganSocMed

Pro tips: post length, keywords, media, etc.

@marcusnelson #raganSocMed

Pick a platform

@marcusnelson #raganSocMed

Keep it brief

Keep posts less than 500 wordspeople have short attention sp...

@marcusnelson #raganSocMed

Seriously

@marcusnelson #raganSocMed

List 25 SEO keywords for each blog

Instruct writers how to sprinkle

keywords in

@marcusnelson #raganSocMed

2,900 video views a day =

a) average video view is 2 minutesb) average hyper-efficient rep pitches 8 hours a day, no breaks

Assumptions

Hyper-efficient Reps77

Success of video

@marcusnelson #raganSocMed

Keep it interesting: Do NOT over-market your company

@marcusnelson #raganSocMed

Content Grid

@marcusnelson #raganSocMed

eBooks and Infographics

Example: 42k Views, 155 Favs, 104 Embeds, 357 Likes...

@marcusnelson #raganSocMed

Top Salesforce videos to date

At the end of the day...

One more thing...

@marcusnelson #raganSocMed

1) Reinforces shared views & social bonds.

2) Need to proselytize or desire to connect.

3) Calm themselves or reduce uncertainty.

4) Emotional, positive, interesting, anger-inducing, or sad most likely to be shared.

5) Bolsters own sense of self.

source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org

Let’s talk about why people share?

@marcusnelson #raganSocMed

@marcusnelson #raganSocMed

At the end of the day...

Broadcasting is self-focused

@marcusnelson #raganSocMed

So content is still king

You have to start with amazing content.

@marcusnelson #raganSocMed

So content is still king

You have to start with amazing content.

@marcusnelson #raganSocMed

Thank You@marcusnelson

marcus@salesforce.com