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gabba.
create conversation.



                       Blogs:
                       The beating heart of
                       your social media
                       strategy
who do we work for?




                      Diana Memorial Find, Todd White/Coca
                      Cola
how did we go from this...
a simple diary
...to this...
fully-blown commercial entities...
scale...
133,000,000 blog and
speed...
modern publishers can’t keep
impact...
blogs carry huge influence
impact...
blogs carry huge influence
impact...
blogs carry huge influence
impact...
blogs carry huge influence
chaos
there’s just too many services
it’s all a bit chaotic
but some sense is emerging
adoption is maturing
channel usage blurs
adoption is maturing
channel usage blurs
adoption is maturing
channel usage blurs
adoption is maturing
channel usage blurs
adoption is maturing
channel usage blurs
the search cycle has changed
opinion influencing happens at the results
social media
it’s about people




     “A collection of tools and services that allow people to
     share and distribute opinions, experiences and information
     through digital media”
where to start with your strategy
have 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
so what does it look like
  where your blog post may go...

Tags: AWD, workers
                           Delicious


Tags: agency working                                                  AWD Blog Post
rules                                                                                                                      DIGG, Stumbleupon

                                                                                          Distribution
                                                                                          • Comments
Tags: employment rules          Tags: AWD,                                                • Sharing
                                agency workers                                            • Retweets
                                directive, parasol
                                                                                          • Digg
                                                                                          • Facebook                                              Forums

                                                                                          Tags: AWD, agency
                                                                                          workers directive,
                                                                                          parasol




                         Public RT of article


                                                                                                                               AWD Presentation
                                                Public Blog Posts

                                                                    AWD Twitter Account             Linkedin Profile




                                                                                                         • Group
                                                                                                         • Poll
                                                                                                         • Status update
                                                                                                         • Questions
                                                                                                         • Presentations
                                                                                                         • Blog Post
The Neighbourhood Awareness Portal.
Dramatically improving visibility and
do twitter
oh hang on, i’ve only got 140
do twitter
oh hang on, i’ve only got 140
do Facebook
oh, hang on, I can only do what they allow
do Facebook
oh, hang on, I can only do what they allow
do you tube....dude
video is the future...
do you tube....dude
video is the future...
Measurement & Analytics
blogs can fully integrate google




           Hard Metrics            vs.    Soft Metrics
          • Visits                       • Comments
          • Page Views                   • Post/Comment ratio
          • Bounce Rate                  • Reach
          • Time on Site                 • RT
          • % new visits                 • Sentiment
Measurement & Analytics
what can other channels provide?




                   vs.                    vs.




 Blogs                   Facebook               Twitter               You Tube
• Full Analytics         • Social Graph         • Followers           • Views
• Bookmarking            • Demographics         • Re-tweets           • Engagements
                         • “Likes”              • Favourited tweets   • Demographic
                                                • Mentions            • Discovery
                                                • @replies
so why blogs...in a nutshell
or the “you can miss all the other slides out
1. SEO - create relevant, timely and contextual content for readers AND search engines
     1. Frequency
     2. Tags/Keywords
     3. Sub-domain
     4. Links
     5. Multimedia

2. Direct - there’s no PR fluff or advertising in the way
3. Aggregates - all your social channels
4. Brand Building - they provide a much more effective way to develop a relationship with
   customer
5. Competitive Differentiation - in many cases, your competitor will NOT be doing it, even now
6. Relational Marketing - continual, open dialogue engenders trust
7. Exploit Niches - publishing relevant content is often quicker and easier than posting News
   via a CMS
8. Reputation Management - using the tools of the detractors allows a timely response to
   happen
9. Low cost - blogs are NOT expensive to build/design
but...it’s not all plain sailing...
what else do you need to think about?
but...it’s not all plain sailing...
what else do you need to think about?
but...it’s not all plain sailing...
what else do you need to think about?


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

    Channel management (a) - Define structure:
    Administrators, authors, contributors, content approval
but...it’s not all plain sailing...
what else do you need to think about?
but...it’s not all plain sailing...
what else do you need to think about?


    Channel management (b) - How often, when, who,
    coordination with other channels
but...it’s not all plain sailing...
what else do you need to think about?


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




    Moderation - Who and how are you going to manage any
    conversations?
but...it’s not all plain sailing...
what else do you need to think about?


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




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

    Moderation - Who and how are you going to manage any
    conversations?
but...it’s not all plain sailing...
what else do you need to think about?


    Channel management (b) - How often, when, who,
    coordination with other channels
   Channel Promotion - How are you going to engage with
   influencers and who is going to do it?

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

    Moderation - Who and how are you going to manage any
    conversations?
hearing and listening are very different
create relevant, timely content
moderation
no different to a call-centre script
so, if blogging seems like a good idea...
...what should we ask ourselves?
the connected
consumer
the connected
consumer


Connects & Is connected
the connected
consumer


Connects & Is connected

Collaborates
the connected
consumer


Connects & Is connected

Collaborates

All-consuming
the connected
consumer


Connects & Is connected

Collaborates

All-consuming

Shares
the connected
consumer


Connects & Is connected

Collaborates

All-consuming

Shares

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



     What common values and interests do we
     share with our customers?
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?
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?
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?
     How can we connect customers to each
     other?
collaborating.
people are working together to make things happen.
collaborating.
people are working together to make things happen.



     Is it appropriate for us to collaborate with
     customers?
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?
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?

    How can we help customers collaborate with each
    other?
consuming.
people are consuming more content in many new ways.
consuming.
people are consuming more content in many new ways.



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


     What can we create that provides a multi-platform
sharing.
people are sharing what matters to them with their friends.
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?
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?
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 be the people to help them
      share?
creation.
new tools make it easy for everyone to create content.
creation.
new tools make it easy for everyone to create content.



    What are the most popular forms of
    expression our customers use?
creation.
new tools make it easy for everyone to create content.



    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 & commerce
let the public see the “real” people behind the
branding & commerce
let the public see the “real” people behind the
branding & commerce
let the public see the “real” people behind the
branding
centre of your brand universe
branding
centre of your brand universe
branding
centre of your brand universe
branding
centre of your brand universe
branding
opening up the business
branding
opening up the business
branding
opening up the business
building community
making customers feel involved
building community
making customers feel involved
building community
making customers feel involved
building community
making customers feel involved
thought leadership.
show you know your stuff
conferences
bringing events to life, showing the value
conferences
showing what has gone before
outreach
influencing the influencers
campaign hub
a basecamp for campaign-based activities
campaign hub
a basecamp for campaign-based activities
campaign hub
a basecamp for campaign-based activities
campaign hub
a basecamp for campaign-based activities
campaign hub
a basecamp for campaign-based activities
e-commerce
tying current affairs up with product
crisis management
for when 140 words REALLY isn’t enough
CSR
when no amount of words is enough...
So...in an even smaller nutshell
why blogs...




      1. Search-friendly
      2. Direct
      3. Engender trust
thanks for staying with it...
...that’s the end...but remember...
gabba.
create conversation.



                       Paul Fabretti
                       @paulfabretti
                       @letsgabba

                       p.fabretti@letsgabba.co
                       m

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Kmp blogging presentation

Notas del editor

  1. people are doing the same things, but differently. Interaction with blogs continue to grow.
  2. people are doing the same things, but differently. Interaction with blogs continue to grow.
  3. people are doing the same things, but differently. Interaction with blogs continue to grow.
  4. people are doing the same things, but differently. Interaction with blogs continue to grow.
  5. people are doing the same things, but differently. Interaction with blogs continue to grow.
  6. people are doing the same things, but differently. Interaction with blogs continue to grow.
  7. THERE’S JUST TOO MANY SERVICES, LITTLE DISTINCTION AND THIS INHIBITS THE WILLINGNESS OF PEOPLE TO TEST AND TRY
  8. some order is happening, making our jobs a little easier
  9. people are doing the same things, but differently. Interaction with blogs continue to grow.
  10. people are doing the same things, but differently. Interaction with blogs continue to grow.
  11. people are doing the same things, but differently. Interaction with blogs continue to grow.
  12. people are doing the same things, but differently. Interaction with blogs continue to grow.
  13. THERE’S JUST TOO MANY SERVICES, LITTLE DISTINCTION AND THIS INHIBITS THE WILLINGNESS OF PEOPLE TO TEST AND TRY
  14. but remember
  15. Forrester’s engagement cycle
  16. not saying if you should use other services, consider the hub and spoke model