Mima Summit October 2008

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Valeria Maltoni

2008 MIMA Summit

Empresariales Tecnología

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

Community

- customers
- special interest groups
- partners

© 2008 Valeria Maltoni, ConversationAgent.com

Wants to

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

© 2008 Valeria Maltoni, ConversationAgent.com

Web properties today

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

© 2008 Valeria Maltoni, ConversationAgent.com

Blogs and social media - opportunity
to:

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

© 2008 Valeria Maltoni, ConversationAgent.com

Why blog?

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

© 2008 Valeria Maltoni, ConversationAgent.com

Corporate blogger

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

© 2008 Valeria Maltoni, ConversationAgent.com

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

© 2008 Valeria Maltoni, ConversationAgent.com

Characteristics of a good
corporate blogger:

- active listener
- advocate
- ambassador

© 2008 Valeria Maltoni, ConversationAgent.com

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

© 2008 Valeria Maltoni, ConversationAgent.com

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

index

reputation

conversation

© 2008 Valeria Maltoni, ConversationAgent.com

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

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
- memorable

© 2008 Valeria Maltoni, ConversationAgent.com

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

© 2008 Valeria Maltoni, ConversationAgent.com

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 internally

© 2008 Valeria Maltoni, ConversationAgent.com

What is the worst that could
happen?

Figure out how you would respond.

© 2008 Valeria Maltoni, ConversationAgent.com

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

© 2008 Valeria Maltoni, ConversationAgent.com

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

© 2008 Valeria Maltoni, ConversationAgent.com

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

© 2008 Valeria Maltoni, ConversationAgent.com

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

© 2008 Valeria Maltoni, ConversationAgent.com

join a conversation already happening
to contribute (participate)

© 2008 Valeria Maltoni, ConversationAgent.com

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)

© 2008 Valeria Maltoni, ConversationAgent.com

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

© 2008 Valeria Maltoni, ConversationAgent.com

give your customers ways to vote
on your upcoming promotion

© 2008 Valeria Maltoni, ConversationAgent.com

get to know
your customers

© 2008 Valeria Maltoni, ConversationAgent.com

start with beliefs (living and
breathing reasons why)

© 2008 Valeria Maltoni, ConversationAgent.com

tell stories that
transmit your beliefs

© 2008 Valeria Maltoni, ConversationAgent.com

surprise customers (in a good way),
show appreciation

© 2008 Valeria Maltoni, ConversationAgent.com

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

© 2008 Valeria Maltoni, ConversationAgent.com

How do you empower community?

- comments
- tags
- ability to link

© 2008 Valeria Maltoni, ConversationAgent.com

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

© 2008 Valeria Maltoni, ConversationAgent.com

© 2008 Valeria Maltoni, ConversationAgent.com

Frozen Pea Fund

© 2008 Valeria Maltoni, ConversationAgent.com

Not so good

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

© 2008 Valeria Maltoni, ConversationAgent.com

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, ConversationAgent.com

Regardless of what you think,
it’s about how blogging and
social media - executed well -
create a personal connection.
© 2008 Valeria Maltoni, ConversationAgent.com

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

© 2008 Valeria Maltoni, ConversationAgent.com

Thank you.

Questions?

© 2008 Valeria Maltoni, ConversationAgent.com

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