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Valeria Maltoni
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2008 MIMA Summit
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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