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




                            © 2008 Valeria Maltoni, Conver...
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




                           © 2...
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.




                                   © 2008 Valeria Maltoni...
They do need to respect you
to talk with you - to have a
conversation.
                         © 2008 Valeria Maltoni, Co...
index


reputation




             conversation

                            © 2008 Valeria Maltoni, ConversationAgent.com
How can you be humanly authentic?



- company knows itself
- internal/external alignment.
- culture as platform for passi...
Company brand




http://www.flickr.com/photos/nickwheeleroz/2773776799/           © 2008 Valeria Maltoni, ConversationAgen...
from one interaction




many times
                         © 2008 Valeria Maltoni, ConversationAgent.com
to many interactions one time




                           © 2008 Valeria Maltoni, ConversationAgent.com
Each interaction has potential to be:




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




                   ...
examples




           © 2008 Valeria Maltoni, ConversationAgent.com
Before getting started:




- add listening to your “to do’s”
- do a sanity check on content
- align behind the effort int...
What is the worst that could
happen?

Figure out how you would respond.




                               © 2008 Valeria ...
Conversation steps
to dip company
toes in social media
and stay out of
trouble




                       © 2008 Valeria M...
hire great people and get
out of their way
(permission to represent
company)


                            © 2008 Valeria ...
learn to celebrate the right things
(launch is just the beginning)




                              © 2008 Valeria Malton...
read that press release as a
reporter would (content first)




                            © 2008 Valeria Maltoni, Convers...
join a conversation already happening
to contribute (participate)




                              © 2008 Valeria Maltoni...
think humans first, technology second
                              © 2008 Valeria Maltoni, ConversationAgent.com
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)




                             © 2...
give your customers ways to vote
on your upcoming promotion




                            © 2008 Valeria Maltoni, Conver...
get to know
your customers




                 © 2008 Valeria Maltoni, ConversationAgent.com
start with beliefs (living and
breathing reasons why)




                                 © 2008 Valeria Maltoni, Convers...
tell stories that
transmit your beliefs




                        © 2008 Valeria Maltoni, ConversationAgent.com
surprise customers (in a good way),
show appreciation




                          © 2008 Valeria Maltoni, ConversationAg...
Your customers now have the
ability to organize




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




                         © 2008 V...
http://www.sdn.sap.com/irj/sdn/forums > Community Discussion and under Coffee Corner




                                 ...
© 2008 Valeria Maltoni, ConversationAgent.com
Frozen Pea Fund




                  © 2008 Valeria Maltoni, ConversationAgent.com
Not so good



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




     ...
Community
is a balancing
act.




                 © 2008 Valeria Maltoni, ConversationAgent.com
http://www.marketingtwo.net




                              © 2008 Valeria Maltoni, ConversationAgent.com
This is uncharted territory.

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




      ...
© 2008 Valeria Maltoni, ConversationAgent.com
Why join




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




                                                   ...
© 2008 Valeria Maltoni, ConversationAgent.com
Is is about content?
Is it about interaction?
Is it about commerce?




                           © 2008 Valeria Maltoni,...
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.




                 © 2008 Valeria Maltoni, ConversationAgent.com
Thank you.




             Questions?

                 © 2008 Valeria Maltoni, ConversationAgent.com
Corporate blogger:

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

  1. Corporate blogger: angel or demon? Valeria Maltoni, ConversationAgent.com MIMA Summit October 1, 2008
  2. How do you start a blog? © 2008 Valeria Maltoni, ConversationAgent.com
  3. Business 1. make a profit 2. find customers 3. build brand © 2008 Valeria Maltoni, ConversationAgent.com
  4. Community - customers - special interest groups - partners © 2008 Valeria Maltoni, ConversationAgent.com
  5. Wants to 1. be heard 2. find meaning 3. gain a sense of identity © 2008 Valeria Maltoni, ConversationAgent.com
  6. Web properties today - stagnant content - no interaction - about company, not customer © 2008 Valeria Maltoni, ConversationAgent.com
  7. Blogs and social media - opportunity to: - refresh content - provide information (commerce) - create interaction © 2008 Valeria Maltoni, ConversationAgent.com
  8. Why blog? - learn what customers want - give your business a face - bring the conversation inside © 2008 Valeria Maltoni, ConversationAgent.com
  9. Corporate blogger - communicator (editor) - facilitator (community builder) - negotiator (marketer) © 2008 Valeria Maltoni, ConversationAgent.com
  10. There is a need to balance intellect with emotion - to educate (left brain) and illuminate (right brain) © 2008 Valeria Maltoni, ConversationAgent.com
  11. Characteristics of a good corporate blogger: - active listener - advocate - ambassador © 2008 Valeria Maltoni, ConversationAgent.com
  12. People don’t have to like you to buy your products/services. © 2008 Valeria Maltoni, ConversationAgent.com
  13. They do need to respect you to talk with you - to have a conversation. © 2008 Valeria Maltoni, ConversationAgent.com
  14. index reputation conversation © 2008 Valeria Maltoni, ConversationAgent.com
  15. How can you be humanly authentic? - company knows itself - internal/external alignment. - culture as platform for passion - honesty as basis for truth © 2008 Valeria Maltoni, ConversationAgent.com
  16. Company brand http://www.flickr.com/photos/nickwheeleroz/2773776799/ © 2008 Valeria Maltoni, ConversationAgent.com
  17. from one interaction many times © 2008 Valeria Maltoni, ConversationAgent.com
  18. to many interactions one time © 2008 Valeria Maltoni, ConversationAgent.com
  19. Each interaction has potential to be: - direct - relevant - memorable © 2008 Valeria Maltoni, ConversationAgent.com
  20. Remember that your most vocal customers are the ones who care enough to tell you how you’re doing. © 2008 Valeria Maltoni, ConversationAgent.com
  21. examples © 2008 Valeria Maltoni, ConversationAgent.com
  22. Before getting started: - add listening to your “to do’s” - do a sanity check on content - align behind the effort internally © 2008 Valeria Maltoni, ConversationAgent.com
  23. What is the worst that could happen? Figure out how you would respond. © 2008 Valeria Maltoni, ConversationAgent.com
  24. Conversation steps to dip company toes in social media and stay out of trouble © 2008 Valeria Maltoni, ConversationAgent.com
  25. hire great people and get out of their way (permission to represent company) © 2008 Valeria Maltoni, ConversationAgent.com
  26. learn to celebrate the right things (launch is just the beginning) © 2008 Valeria Maltoni, ConversationAgent.com
  27. read that press release as a reporter would (content first) © 2008 Valeria Maltoni, ConversationAgent.com
  28. join a conversation already happening to contribute (participate) © 2008 Valeria Maltoni, ConversationAgent.com
  29. think humans first, technology second © 2008 Valeria Maltoni, ConversationAgent.com
  30. be prepared to address questions, in some cases fast (this is crucial in online time) © 2008 Valeria Maltoni, ConversationAgent.com
  31. give customers ways to receive the information how they want it (RSS, widgets = pull) © 2008 Valeria Maltoni, ConversationAgent.com
  32. give your customers ways to vote on your upcoming promotion © 2008 Valeria Maltoni, ConversationAgent.com
  33. get to know your customers © 2008 Valeria Maltoni, ConversationAgent.com
  34. start with beliefs (living and breathing reasons why) © 2008 Valeria Maltoni, ConversationAgent.com
  35. tell stories that transmit your beliefs © 2008 Valeria Maltoni, ConversationAgent.com
  36. surprise customers (in a good way), show appreciation © 2008 Valeria Maltoni, ConversationAgent.com
  37. Your customers now have the ability to organize and some will have the desire to talk about your brand. © 2008 Valeria Maltoni, ConversationAgent.com
  38. Potential to: - go from B2B/B2C to P2P - talk to entire groups - learn to create content that works © 2008 Valeria Maltoni, ConversationAgent.com
  39. How do you empower community? - comments - tags - ability to link © 2008 Valeria Maltoni, ConversationAgent.com
  40. http://www.sdn.sap.com/irj/sdn/forums > Community Discussion and under Coffee Corner © 2008 Valeria Maltoni, ConversationAgent.com
  41. © 2008 Valeria Maltoni, ConversationAgent.com
  42. Frozen Pea Fund © 2008 Valeria Maltoni, ConversationAgent.com
  43. Not so good - getting defensive - being untruthful - not taking responsibility - spamming © 2008 Valeria Maltoni, ConversationAgent.com
  44. Community is a balancing act. © 2008 Valeria Maltoni, ConversationAgent.com
  45. http://www.marketingtwo.net © 2008 Valeria Maltoni, ConversationAgent.com
  46. This is uncharted territory. Navigate it with people who are in your same predicament - working for a company. © 2008 Valeria Maltoni, ConversationAgent.com
  47. © 2008 Valeria Maltoni, ConversationAgent.com
  48. Why join http://www.youtube.com/watch?v=WGiqEX-L4G8 © 2008 Valeria Maltoni, ConversationAgent.com
  49. © 2008 Valeria Maltoni, ConversationAgent.com
  50. Is is about content? Is it about interaction? Is it about commerce? © 2008 Valeria Maltoni, ConversationAgent.com
  51. Regardless of what you think, it’s about how blogging and social media - executed well - create a personal connection. © 2008 Valeria Maltoni, ConversationAgent.com
  52. Once you open the door, there is no turning back. © 2008 Valeria Maltoni, ConversationAgent.com
  53. Thank you. Questions? © 2008 Valeria Maltoni, ConversationAgent.com
  54. Corporate blogger: angel or demon? Valeria Maltoni, ConversationAgent.com MIMA Summit October 1, 2008

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