blogging - paul fabretti

gabba.create conversation.

Blogs:The beating heart of your social media strategy

Thursday, 6 May 2010

who do we work for?we sleep in compost...

Diana Memorial Find, Todd White/Coca Cola


chaosthere’s just too many services


it’s all a bit chaoticbut some sense is emerging


adoption is maturingchannel usage blurs


so what does it look likewhere your blog post may go...

AWD Blog Post

Distribution• Comments• Sharing• Retweets• Digg• Facebook

Tags: AWD, agency workers directive, parasol

Tags: AWD, agency workers directive, parasol

DeliciousTags: AWD, workers

Tags: agency working rules

Tags: employment rules

AWD Twitter Account

Public RT of article

Linkedin Profile

• Group• Poll• Status update• Questions• Presentations• Blog Post

AWD Presentation

DIGG, Stumbleupon

Forums

Public Blog Posts


“A collection of tools and services that allow people to share and distribute opinions, experiences and information through digital media”

social mediait’s about people


where to start with your strategyhave a rigid process that is flexible...


listening.being a good listener will get you further than being a good talker


Engagement = Marriage (normally).How can you get intimate in 140 characters?


listening.being a good listener will get you further than being a good talker


do twitteroh hang on, i’ve only got 140 cha


do Facebookoh, hang on, I can only do what they allow me to


do you tube....dudevideo is the future...


Measurement & Analyticsblogs can fully integrate google analytics

Hard Metrics vs. Soft Metrics• Visits• Page Views• Bounce Rate• Time on Site• % new visits

• Comments• Post/Comment ratio• Reach• RT• Sentiment


Measurement & Analyticswhat can other channels provide?

Facebook

vs.

Twitter

• Social Graph• Demographics• “Likes”

• Followers• Re-tweets• Favourited tweets• Mentions• @replies

Blogs• Full Analytics• Bookmarking

vs.

You Tube• Views• Engagements• Demographic• Discovery


so why blogs...in a nutshellor the “you can miss all the other slides out slide”

1.SEO - create relevant, timely and contextual content for readers AND search engines1.Frequency2.Tags/Keywords3.Sub-domain4.Links5.Multimedia

2.Direct - there’s no PR fluff or advertising in the way3.Aggregates - all your social channels4.Brand Building - they provide a much more effective way to develop a relationship with customer5.Competitive Differentiation - in many cases, your competitor will NOT be doing it, even now6.Relational Marketing - continual, open dialogue engenders trust7.Exploit Niches - publishing relevant content is often quicker and easier than posting News via a CMS8.Reputation Management - using the tools of the detractors allows a timely response to happen9.Low cost - blogs are NOT expensive to build/design


but...it’s not all plain sailing...what else do you need to think about?


Channel type - Recruitment, Customer Service, Thought-Leadership/Innovation, Sales




Tone of voice - Formal, friendly, colloquial?





Content entry and SEO - Tag number and naming, linking, images, keyword density, post length





Content entry and SEO - Tag number and naming, linking, images, keyword density, post length

Channel management (a) - Define structure: Administrators, authors, contributors, content approval process



Channel management (b) - How often, when, who, coordination with other channels




Moderation - Who and how are you going to manage any conversations?





Legal - Lay solid foundations for a safe social environment. Let everyone know where they stand.





Legal - Lay solid foundations for a safe social environment. Let everyone know where they stand.

Channel Promotion - How are you going to engage with influencers and who is going to do it?



hearing and listening are very differentso is writing and engaging


so, if blogging seems like a good idea......what should we ask ourselves?


the connected consumerhas 5 new traits of note.


Connects & Is connected




Collaborates




Collaborates

All-consuming




Collaborates

All-consuming

Shares




Collaborates

All-consuming

Shares

Creates



connecting.with others who share the same opinions, belief and values.


What common values and interests do we share with our customers?




How can we connect with them?





Where are those people already?





Where are those people already?

How can we connect customers to each other?



collaborating.people are working together to make things happen.


Is it appropriate for us to collaborate with customers?




If so, how and in a meaningful way?




If so, how and in a meaningful way?

How can we help customers collaborate with each other?



consuming.people are consuming more content in many new ways.


What formats are they consuming, where and what are they doing with it?




How can we connect stakeholders to each other?




How can we connect stakeholders to each other?


What can we create that provides a multi-platform experience?


sharing.people are sharing what matters to them with their friends.


What can we share about ourselves that will make our clients more informed / interested?




How can we help others share our relevant content more easily?




How can we help others share our relevant content more easily?


How can we be the people to help them share?


creation.new tools make it easy for everyone to create content.


What are the most popular forms of expression our customers use?



What are the most popular forms of expression our customers use?

What material can we provide our customer to help them be creative with our brand?



so, how are others using blogs...how could YOU use a blog?


branding & commercelet the public see the “real” people behind the name


brandingcentre of your brand universe


brandingopening up the business


building communitymaking customers feel involved


thought leadership.show you know your stuff


conferencesbringing events to life, showing the value


conferencesshowing what has gone before


outreachinfluencing the influencers


campaign huba basecamp for campaign-based activities


e-commercetying current affairs up with product


crisis managementfor when 140 words REALLY isn’t enough


CSRwhen no amount of words is enough...


So...in an even smaller nutshellwhy blogs...

1. Search-friendly2. Direct3. Engender trust


thanks for staying with it......that’s the end...but remember...


gabba.create conversation.

Paul Fabretti@paulfabretti@letsgabba

[email protected]


mailto:[email protected]

mailto:[email protected]

blogging - paul fabretti

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