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Blogging & Twitter for Business What you need to know to get started

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Page 1: Blogging  Twitter For Business

Blogging & Twitter for Business

What you need to know to get started

Page 2: Blogging  Twitter For Business

Social Media

• The Business Meeting

• The Hallway Conversation

• The Cocktail Party

• News or Press

• Movies

Page 3: Blogging  Twitter For Business

Quick Poll?

• How many people here today have a

blog or a Twitter account?

5% Write Content15% Other

80% Read Content

Page 4: Blogging  Twitter For Business

What would youlike to get out of this

seminar today?

Page 5: Blogging  Twitter For Business

Agenda

• What is a Blog?

• Why should you Blog?

• How to Blog?

• Blogging Platforms & Tools?

• Blogging Success Story?

• Blogging Don’ts

Page 6: Blogging  Twitter For Business

Let’s Start with Blogging

Page 7: Blogging  Twitter For Business
Page 8: Blogging  Twitter For Business

What is Blogging?

Page 9: Blogging  Twitter For Business

Why Blog

• Attract an audience

• Inform and interact, learn from

your audience

• Retain your audience

• Energize your audience and

motivate

• Recruit help, contacts, employees

• Respond to stories and customers

Page 10: Blogging  Twitter For Business
Page 11: Blogging  Twitter For Business
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• Builds Links for traffic and improve

search rankings

• Build familiarity and trust

• Communicate and establish your

brand

• Grow a sense of community Offer

better service

• Initiate more sales

Blogging Side-Effects

Page 13: Blogging  Twitter For Business

Who should not Blog

• If you don’t want a

conversation, don’t start one.

• Starting a blog raises expectation

of openness and interactivity.

Page 14: Blogging  Twitter For Business

How to Blog?

Page 15: Blogging  Twitter For Business

Plan

• Must start with a plan, or at

least know where you want to

go.

• Why are you building a blog?

• Who do you want to attract?

• What story do you have to tell?

Page 16: Blogging  Twitter For Business

Does Your Company Have the Resources to

BlogTwo issues to consider:

• Do you have the time?

• Do you have the people?

Page 17: Blogging  Twitter For Business

What to Talk About

What They Want

What You Know

Page 18: Blogging  Twitter For Business

Do Your Research

• Find out what your audience is interested

in, needs, wants

• Surveys, Polls

• Forms, comments. Q&A sites

• Search, Twitter, Google

• Find Keywords, WordTracker, Adwords Tool

Page 19: Blogging  Twitter For Business
Page 20: Blogging  Twitter For Business

Building Your BlogChoose a focus and a style

• Focus- what will you write about on your blog?

Informational resource?

Company Information?

Customer Service?

• Style- What writing style will you use?

Professional?

Casual/ Personable?

Page 21: Blogging  Twitter For Business

Building Your Blog

Compelling Headline

• On average, 5 times as

many people read the

headline as the body copy.

Use Keywords in you

headline.

Page 22: Blogging  Twitter For Business

Building Your Blog

Headlines That Work Consistently

• Warning: [blank]

• How [blank] Made Me [blank]

• Are you [blank]

• [blank] Ways to [blank]

• If You’re [blank], You Can [blank]

Try using one of these templates to build

a blog headline.

Page 23: Blogging  Twitter For Business

Building Your Blog

• Short and Sweet……usually.

• Use Pictures & Video

• Make the Text Scanable

Use Lists

Bold words

• Add Hyperlinks within the Text

Page 24: Blogging  Twitter For Business

Building Your Blog

Blog Maintenance ( writing frequently)

• Blogger Burnout- When blogging

responsibilities become too

overwhelming, and individuals or

teams basically abandon their blog,

Page 25: Blogging  Twitter For Business

Random Blog post ideas

• Invite guest Blogger to write on industry or

event topics.

• Interview clients, organization

speakers, management team.

• Post photos from recent events or outings.

• Tips & Tricks for your business or industry.

• Quote of the Day (with links)

• Community or industry organization events

and info.

• Favourite Helpful Links

Page 26: Blogging  Twitter For Business

What Blog Platform Is Best For You?

• There are many platforms you can use

to blog.

• The following are the four of the most

popular:

TypePad (Paid)

WordPress (Free and Paid options)

Blogger (Free)

Tumblr (Free)

• Paid platforms tend to offer additional

functionality and control over your

blog’s look and feel, while free options

are generally more basic.

• Research these blog platforms and pick

one that you like best.

Page 27: Blogging  Twitter For Business

WordPress Dashboard

Posts

Links

Tools

Page 28: Blogging  Twitter For Business
Page 29: Blogging  Twitter For Business

Promote Your Blog

1. Get involved in the blogging community

• Follow

• Comment

• Guest Post

2. Use Technorati

3. Link to Social Media

Page 30: Blogging  Twitter For Business

Technorati- World’s Most Popular Blog site

Page 31: Blogging  Twitter For Business

Promoting Your Blog

• Social Media

Page 32: Blogging  Twitter For Business

Get Involved- Follow

• Find the most relevant blogs in your

industry/niche.

• Subscribe via RSS

RSS- Really Simple Syndication ( allows you to

pull blog posts to you)

Page 33: Blogging  Twitter For Business

Popular RSS Readers

NewzCrawler (PC)http://www.newzcraler.com/

Net News Wire ( Mac)http://netnewswireapp.com/

Google Reader ( Internet)http://www.google.com/reader/

Page 34: Blogging  Twitter For Business

Success Story

Page 35: Blogging  Twitter For Business

Wine Library TV

Page 36: Blogging  Twitter For Business

Some Blogging Don’ts

• Don’t ME-ME-ME- It’s not all about you!

• Don’t force it if it isn’t working

• Don’t over-sell- Give first

• Don’t use business talk- and don’t

assume

• Don’t try to “ control the conversation”

• Don’t ignore your audience

Page 37: Blogging  Twitter For Business

Summary

• Attract targeted visitors who have

a problem you can solve.

• Inform, advise, discuss, help.

• Build trust with positive experience

over time.

• Demonstrate positive results.

• Make offers that match audience

wants and needs.

Page 38: Blogging  Twitter For Business
Page 39: Blogging  Twitter For Business

Twitter for Business

Page 40: Blogging  Twitter For Business

Twitter in Real Life

Page 41: Blogging  Twitter For Business

Agenda

• What is Twitter?

• Strategic Approach: 3 Steps

• Why Twitter?

• Twitter Tools?

• Success Story

• Twitter Do’s & Don'ts

Page 42: Blogging  Twitter For Business

What is Twitter?

• Twitter is a micro-blogging platform. Like a

public instant messenger with a timeline.

• Twitter lets you write and read messages of

up to 140 characters, including all

punctuation and spaces.

• By “following” another Twitter user, their

messages appear in your Twitter view so you

can see the conversations that are taking

place in real-time.

Page 43: Blogging  Twitter For Business
Page 44: Blogging  Twitter For Business

Poll Question

What would be your top key

objective for using Twitter in

your Business?

Page 45: Blogging  Twitter For Business

Strategic Approach

Start by identifying your business or communications

objective for using Twitter:

• Customer service

• Product promotion and sales

• Crisis management

• Event Activation

• Issues Advocacy

No matter the objective, your approach should

involve 3 steps.

Page 46: Blogging  Twitter For Business

Strategic Business Approach

Page 47: Blogging  Twitter For Business

Strategic Approach

Start

Page 48: Blogging  Twitter For Business

Business objective:

Improving Customer service

Follow

• People talking about your products/services

• Search using Search,Twitter.com or TweetScan

• Use organisation tools such as TweetDeck to track new mentions

Create

• A Twitter handle with a clear personality

• Tweet information relevant to your customers: proactive tips, company information, etc.

Engage

• Answer questions about your product/service

• Respond to comments about your brand

• Direct people to helpful info on your site

• Direct message for specific issues

Anyone who has a –B2C or B2B

business can use Twitter to quickly listen and respond

to customers to build goodwill

and address problems before they escalate into

a crisis

Page 49: Blogging  Twitter For Business

Business objective:

Improving Customer service

Page 50: Blogging  Twitter For Business

Business objective:

Promote a product or service

Follow

• People talking about your products/services

• Clarify that the account will be primarily be used for promotions and deals.

Create

• Links to online promotions, insider info on upcoming sales, discount codes.

• Consider offering Twitter-only exclusives to reward loyal followers.

Engage

• Check direct messages and replies frequently

• Answer questions and feedback

• Provide information when needed

A successful sales and promotion plan is based

on identifying your audience, providing

useful content and being prepared to engage in

conversation. When done right your followers will

not only become loyal customers, but also

advocates for your brand.

Page 51: Blogging  Twitter For Business
Page 52: Blogging  Twitter For Business

Business objective:

Manage and respond to crisis

Follow

• Identify the person to represent you on Twitter

• People talking about your band or topic

• Follow those who are positive and negative

Create

• Post real-time updates that address the status of your issues, what you’re doing to fix it

• You’ll need more than 140 characters- so link to a response on a separate blog or web site

• Clearly outline the steps you are taking.

Engage

• Respond to questions and comments from customers, influencers and media

• Act within the first 24 hours and direct people to other

customer service channels

Using Twitter for crisis communications is as

much about preventing an isolated issue from becoming a full-blown

crisis, as it is about communicating to the

pubic once the crisis has hit. Twitter is the fastest

way to respond and maintain an open channel online.

Page 53: Blogging  Twitter For Business
Page 54: Blogging  Twitter For Business

Business objective:

Event activation

Follow

• 1-2 months out, follow discussion about the event

• Follow people talking about attending, media, speakers

Create

• An event- specific hash tag #

• Behind the scenes coverage, updates from keynotes and panel discussions

• Links to video, photo, podcasts or blog posts

Engage

• Talk to people who are attending your event

• Ask and answer questions from attendees

The real-time ability to connect with others and share experiences makes Twitter a great platform

for individuals or companies to use during

a major event. Live-Tweeting an event to people who couldn’t

attend in person.

Page 55: Blogging  Twitter For Business
Page 56: Blogging  Twitter For Business

Business objective:

Advocating an issue or cause

Follow

• Those interested in your cause, industry leaders, news

Create

• Added value: health tips, disaster alerts, fundraising information

Engage

• Know your followers

• Thank them for support and get them involved.

Twitter’s ability to connect people with

similar interests can be harnesses for the greater

social good with non-profits and issue

advocacy organisations creating a community and providing useful

information to those they serve, volunteers, donors

and other supporters.

Page 57: Blogging  Twitter For Business

Why Twitter?

• Surely it’s a waste of

time?

• Isn’t social media just a

young person’s fad?

• How can I generate

sales or leads?

• How do I read and

respond to everything?

• How do I measure

results?

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How much influence do they have?

Page 62: Blogging  Twitter For Business
Page 63: Blogging  Twitter For Business

Twitter tools

Tweetdeck

• Notifies

• Displays

• Filters

• Searches

Page 64: Blogging  Twitter For Business

Twitter tools

Tweepsearch

• Search bios

• Find you audience

• Follow!

Page 65: Blogging  Twitter For Business

Success Story

Page 66: Blogging  Twitter For Business

Kogi Korean BBQ

Page 67: Blogging  Twitter For Business

Twitter Do’s & Don'ts

• Don’t spam, preach or

broadcast

• Do be friendly and helpful

• Don’t lurk, waiting for

people to flock to you

• Do share relevant content

Page 68: Blogging  Twitter For Business

Measuring Twitter

• Twitter is not instant financial ROI

• It is not an advertising medium but an

engagement one

• Track positive versus negative mentions

• Track influence- how many people respond

or retweet what you say?

• Stick at it!

• Genuine benefits can take months or longer

• Tweet regularly

• Tweet positively!

Page 69: Blogging  Twitter For Business

Questions

Page 70: Blogging  Twitter For Business

Thank You

Please help me get better by

providing me with some

feedback on the short

questionnaire.

Page 71: Blogging  Twitter For Business

If you provide me your business card and I will send you a copy of this presentation. We will also provide you a Free micro webscan on your website or a competitors website.

If you enjoyed this seminar and might know someone that might benefit from digital marketing seminars in their business please refer me or let me know.

Bradley Eisner email: [email protected]: 718-454-4601