Download - Blogging Twitter For Business
Blogging & Twitter for Business
What you need to know to get started
Social Media
• The Business Meeting
• The Hallway Conversation
• The Cocktail Party
• News or Press
• Movies
Quick Poll?
• How many people here today have a
blog or a Twitter account?
5% Write Content15% Other
80% Read Content
What would youlike to get out of this
seminar today?
Agenda
• What is a Blog?
• Why should you Blog?
• How to Blog?
• Blogging Platforms & Tools?
• Blogging Success Story?
• Blogging Don’ts
Let’s Start with Blogging
What is Blogging?
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
• 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
Who should not Blog
• If you don’t want a
conversation, don’t start one.
• Starting a blog raises expectation
of openness and interactivity.
How to Blog?
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?
Does Your Company Have the Resources to
BlogTwo issues to consider:
• Do you have the time?
• Do you have the people?
What to Talk About
What They Want
What You Know
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
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?
Building Your Blog
Compelling Headline
• On average, 5 times as
many people read the
headline as the body copy.
Use Keywords in you
headline.
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.
Building Your Blog
• Short and Sweet……usually.
• Use Pictures & Video
• Make the Text Scanable
Use Lists
Bold words
• Add Hyperlinks within the Text
Building Your Blog
Blog Maintenance ( writing frequently)
• Blogger Burnout- When blogging
responsibilities become too
overwhelming, and individuals or
teams basically abandon their blog,
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
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.
WordPress Dashboard
Posts
Links
Tools
Promote Your Blog
1. Get involved in the blogging community
• Follow
• Comment
• Guest Post
2. Use Technorati
3. Link to Social Media
Technorati- World’s Most Popular Blog site
Promoting Your Blog
• Social Media
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)
Popular RSS Readers
NewzCrawler (PC)http://www.newzcraler.com/
Net News Wire ( Mac)http://netnewswireapp.com/
Google Reader ( Internet)http://www.google.com/reader/
Success Story
Wine Library TV
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
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.
Twitter for Business
Twitter in Real Life
Agenda
• What is Twitter?
• Strategic Approach: 3 Steps
• Why Twitter?
• Twitter Tools?
• Success Story
• Twitter Do’s & Don'ts
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.
Poll Question
What would be your top key
objective for using Twitter in
your 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.
Strategic Business Approach
Strategic Approach
Start
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
Business objective:
Improving Customer service
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.
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.
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.
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.
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?
How much influence do they have?
Twitter tools
Tweetdeck
• Notifies
• Displays
• Filters
• Searches
Twitter tools
Tweepsearch
• Search bios
• Find you audience
• Follow!
Success Story
Kogi Korean BBQ
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
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!
Questions
Thank You
Please help me get better by
providing me with some
feedback on the short
questionnaire.
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