social media strategy: the case of blogs and microblogs
DESCRIPTION
In this three-section presentation, strategy and basic terminology are explained for blogs and micro-blogs (specifically Twitter), and some tips for small business strategy at the initial start-up marketing phase are provided.TRANSCRIPT
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Social Media Strategy:
The case of blogs and microblogsBy Jeff Wilfong, CEO, E2.0 Pros
Contact:www.E20Pros.comTwitter: @jwilfong
Slides:http://www.slideshare.net/jeffwilfongHashtag:#SMS915
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Blogs
•What are blogs?
•Websites:
• Information, Reflections, reviews, etc.
•Comments
• Feeds / Aggregators
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Blog terms• Blogger
• Blogosphere
• Blogging
• Blogroll
• Permalink
•RSS
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Types of Blogs• Five types of blogs
• Individual journal
• News, commentary, journalism
• Advertising, customer service, promotions
• Business / Professional insight
• Internal information sharing
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Journal
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News
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Advertising
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Business blog
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Internal blogs• Blogs can be used for
organizations:
• Project Management
• Internal marketing
• Idea generation
• Employee connection
• Team communication
• Leader communication
• Dynamic team creation
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Leader’s Voice• As a 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
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Blog strategy
•Determine your audience
•Do you have the resources?
•What is your service? What are you selling?
•Research other blogs and read them regularly
•Write, Write, Write!
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Tools to get started
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Remember the feeds & buttons
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Read blogs
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Part 2: Microblogs
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What is a microblog?
•Microblog: blog software tool, which uses short posts
• 140 characters
• Profile / User account
• Search / Indexing
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Twitter• A necessity for 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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Constant stream
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Twitter engagement
• Follow people!
• Tweet at peak times
• Tweet regularly
• Follow as many lists that are relevant as possible
•Make your own lists
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Twittequette• Twitter has an
etiquette
• Thank people who mention you
•RT tweets
• Add value in RTs
•Minimize use of DM
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Twitter for business• Tweet 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
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Managing the chaos
• Information overload
•Obtain aggregators such as:
• TweetDeck
•HootSuite
•Hashtag searches / lists
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Twitter utilities• Hundreds of software
utilities!
• Examples:
• Twellow.com
• Hashtag.org
• TwitterCounter.com
• TweetScan
• TweetStats.com
• Twitbacks.com
• Tweetlevel.com
• Twifficiency.com
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Take part in “chats”
•#CollabChat
•#InnoChat
•#LrnChat
•many others...
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Basic differences• Use blogs 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
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Part 3: Growing your biz
•Research: Determine your social media reach and audience
• Plan: ex. create blog, Twitter feed or both
•Do: Work the plan
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The Engagement Pyramid
Source: Altimeter Group
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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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Twitter Customer Service
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continued...
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Focus on• Being responsive
• Accepting feedback
•Developing your niche on SM
•Quality posts and conversation
• Segmenting your audience
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Watch-out for
• Spamming people
•Censoring
•Over-promoting
• Pushy marketing / selling
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Measure / Metrics
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#SMS915
Use Twitter hashtags for events, talks, etc, but
be cautious
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Social Media Strategy:
The case of blogs and microblogsBy Jeff Wilfong, CEO, E2.0 Pros
Contact:www.E20Pros.comTwitter: @jwilfong
Slides:http://www.slideshare.net/jeffwilfongHashtag:#SMS915