kmp - social media marketing seminar blogging for business
Post on 17-Oct-2014
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DESCRIPTION
A presentation of how businesses could and should use blogs as part of their communications strategy.TRANSCRIPT
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Blogging as a Business Tool
What IS a blog?KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Conversations andhow we monitor them
KMP Interactive Marketing & TechnologyBill Daring
12th September 2008
Paul FabrettiBarclaycard
Social Media & Ackura PressRoom......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
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Who is standing out from the crowd?
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Other thingsto think about
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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How did we get from THIS...
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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...to THESE?
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Scale
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Speed
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Impact
KMP Interactive Marketing & TechnologyBill Daring
12th September 2008
Paul FabrettiBarclaycard
Social Media & Ackura PressRoom......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
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KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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What IS the blogosphere?
KMP Interactive Marketing & TechnologyBill Daring
12th September 2008
Paul FabrettiBarclaycard
Social Media & Ackura PressRoom......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
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Stakeholder Influence AnalysisWho are the people with influence or that shape the opinions of others?
How do you find the people and topics that matter?
Buzz Monitoring & ReportingWhat is the sentiment of conversations? How is it changing?
Net Promoters IndexTake a particular topic and extract the positive comments from the negative ones
KMP Interactive Marketing & TechnologyBill Daring
12th September 2008
Paul FabrettiBarclaycard
Social Media & Ackura PressRoom......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
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Stakeholder Influence Analysis
KMP Interactive Marketing & TechnologyBill Daring
12th September 2008
Paul FabrettiBarclaycard
Social Media & Ackura PressRoom......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
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KMP Interactive Marketing & TechnologyBill Daring
12th September 2008
Paul FabrettiBarclaycard
Social Media & Ackura PressRoom......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
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Net Promoters Index
KMP Interactive Marketing & TechnologyBill Daring
12th September 2008
Paul FabrettiBarclaycard
Social Media & Ackura PressRoom......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
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Net Promoters Index
KMP Interactive Marketing & TechnologyBill Daring
12th September 2008
Paul FabrettiBarclaycard
Social Media & Ackura PressRoom......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
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Buzz Monitoring & Reporting
KMP Interactive Marketing & TechnologyBill Daring
12th September 2008
Paul FabrettiBarclaycard
Social Media & Ackura PressRoom......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
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Live Buzz - Biggest Topics
KMP Interactive Marketing & TechnologyBill Daring
12th September 2008
Paul FabrettiBarclaycard
Social Media & Ackura PressRoom......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
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Live Buzz - Fastest Growing Topics
Live Buzz - Most Popular Sites
KMP Interactive Marketing & TechnologyBill Daring
12th September 2008
Paul FabrettiBarclaycard
Social Media & Ackura PressRoom......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
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KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
................................................
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KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
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KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
................................................
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KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
................................................
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KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
................................................
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KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
................................................
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KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
................................................
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KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
................................................
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KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
................................................
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KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
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Build communities around your business
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Build communities around your business
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Integration into a wider campaign
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Publicise/Promote/Blog events
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Publicise/Promote/Blog events
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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An accompaniment to e-commerce
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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An accompaniment to e-commerce
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Demonstrate thought leadership
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Engage with brand champions
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Crisis Management
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Tone of voiceFormal, friendly, colloquial
Content entry and SEOTag number and naming, linking, images, keyword density, post length
Blog typeRetail, Customer Service, Thought-Leadership/Innovation, Sales
Blog management (a)Define structure: Admins, authors, contributors, approval process
Other factors to consider
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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ModerationWho and how are you going to manage the conversation?
Blogger OutreachHow are you going to engage with influencers and who is going to do it?
LegalLay solid foundations for a safe blogging environment. Let everyone know where they stand.
Other factors to consider
Blog management (b)How often, when, who, coordination with other channels
KMP Interactive Marketing & TechnologyBill Daring
12th September 2008
Paul FabrettiBarclaycard
Social Media & Ackura PressRoom......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
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Widening blog reach
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
...........................................................................................................................................................................................................................................................................................................................................................................
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Widening blog reach
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Widening blog reach
By 2010, 70% of the content of the web will be user generated
IDC/EMC Survey March 2007
18 MONTHS
KMP Interactive Marketing & Technology 30th September 2008
Paul FabrettiBlogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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ThanksKMP Interactive Marketing & TechnologyBill Daring
12th September 2008
Paul FabrettiBarclaycard
Social Media & Ackura PressRoom......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
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