Mima Summit October 2008

Corporate
blogger:
angel or demon?
Valeria Maltoni, ConversationAgent.com
MIMA Summit
October 1, 2008

How do you start a
blog?

© 2008 Valeria Maltoni, ConversationAgent.com

Business

1. make a proﬁt
2. ﬁnd customers
3. build brand


Community

- customers
- special interest groups
- partners


Wants to

1. be heard
2. ﬁnd meaning
3. gain a sense of identity


Web properties today

- stagnant content
- no interaction
- about company, not customer


Blogs and social media - opportunity
to:

- refresh content
- provide information (commerce)
- create interaction


Why blog?

- learn what customers want
- give your business a face
- bring the conversation inside


Corporate blogger

- communicator (editor)
- facilitator (community builder)
- negotiator (marketer)


There is a need to balance intellect
with emotion - to educate (left
brain) and illuminate (right brain)


Characteristics of a good
corporate blogger:

- active listener
- advocate
- ambassador


People don’t have to like you to
buy your products/services.


They do need to respect you
to talk with you - to have a
conversation.

index

reputation

conversation


How can you be humanly authentic?

- company knows itself
- internal/external alignment.
- culture as platform for passion
- honesty as basis for truth


Company brand

http://www.ﬂickr.com/photos/nickwheeleroz/2773776799/ © 2008 Valeria Maltoni, ConversationAgent.com

from one interaction

many times

to many interactions one time


Each interaction has potential to be:

- direct
- relevant
- memorable


Remember that your most
vocal customers are the ones
who care enough to tell you
how you’re doing.


examples


Before getting started:

- add listening to your “to do’s”
- do a sanity check on content
- align behind the effort internally


What is the worst that could
happen?

Figure out how you would respond.


Conversation steps
to dip company
toes in social media
and stay out of
trouble


hire great people and get
out of their way
(permission to represent
company)


learn to celebrate the right things
(launch is just the beginning)


read that press release as a
reporter would (content ﬁrst)


join a conversation already happening
to contribute (participate)


think humans ﬁrst, technology second

be prepared to address questions,
in some cases fast (this is crucial in
online time)


give customers ways to receive the
information how they want it
(RSS, widgets = pull)


give your customers ways to vote
on your upcoming promotion


get to know
your customers


start with beliefs (living and
breathing reasons why)


tell stories that
transmit your beliefs


surprise customers (in a good way),
show appreciation


Your customers now have the
ability to organize

and some will have
the desire to talk
about your brand.


Potential to:
- go from B2B/B2C to P2P
- talk to entire groups
- learn to create content that works


How do you empower community?

- comments
- tags
- ability to link


http://www.sdn.sap.com/irj/sdn/forums > Community Discussion and under Coffee Corner


Frozen Pea Fund


Not so good

- getting defensive
- being untruthful
- not taking responsibility
- spamming


Community
is a balancing
act.


http://www.marketingtwo.net


This is uncharted territory.

Navigate it with people who are
in your same predicament -
working for a company.


Why join

http://www.youtube.com/watch?v=WGiqEX-L4G8


Is is about content?
Is it about interaction?
Is it about commerce?


Regardless of what you think,
it’s about how blogging and
social media - executed well -
create a personal connection.

Once you
open the
door, there is
no turning
back.


Thank you.

Questions?


Corporate blogger:

angel or demon?
Valeria Maltoni, ConversationAgent.com
MIMA Summit
October 1, 2008

Mima Summit October 2008

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