My presentation from the KMP Seminar on 6th May 2010. It was a stab at explaining some of why I think blogs are the beating heart of a social media strategy. It's also got some good cases of how brands build up their social media presences from blogs out to other social networks. Enjoy and download...and please link/quote if quoted/cited. Thx, Paul

1. gabba.
create conversation.
Blogs:
The beating heart of
your social media
strategy

2. who do we work for?
Diana Memorial Find, Todd White/Coca
Cola

3. how did we go from this...
a simple diary

4. ...to this...
fully-blown commercial entities...

5. scale...
133,000,000 blog and

6. speed...
modern publishers can’t keep

7. impact...
blogs carry huge influence

8. impact...
blogs carry huge influence

9. impact...
blogs carry huge influence

10. impact...
blogs carry huge influence

11. chaos
there’s just too many services

12. it’s all a bit chaotic
but some sense is emerging

13. adoption is maturing
channel usage blurs

14. adoption is maturing
channel usage blurs

15. adoption is maturing
channel usage blurs

16. adoption is maturing
channel usage blurs

17. adoption is maturing
channel usage blurs

18. the search cycle has changed
opinion influencing happens at the results

19. 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”

20. where to start with your strategy
have a rigid process that is flexible...

21. listening.
being a good listener will get you further than being a good talker

22. Engagement = Marriage (normally).
How can you get intimate in 140 characters?

23. listening.
being a good listener will get you further than being a good talker

24. 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

25. The Neighbourhood Awareness Portal.
Dramatically improving visibility and

26. do twitter
oh hang on, i’ve only got 140

27. do twitter
oh hang on, i’ve only got 140

28. do Facebook
oh, hang on, I can only do what they allow

29. do Facebook
oh, hang on, I can only do what they allow

30. do you tube....dude
video is the future...

31. do you tube....dude
video is the future...

32. 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

33. 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

34. 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

35. but...it’s not all plain sailing...
what else do you need to think about?

36. but...it’s not all plain sailing...
what else do you need to think about?

37. but...it’s not all plain sailing...
what else do you need to think about?
Channel type - Recruitment, Customer Service,
Thought-Leadership/Innovation, Sales

38. 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?

39. 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

40. 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

41. but...it’s not all plain sailing...
what else do you need to think about?

42. 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

43. 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?

44. 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?

45. 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?

46. hearing and listening are very different
create relevant, timely content

47. moderation
no different to a call-centre script

48. so, if blogging seems like a good idea...
...what should we ask ourselves?

49. the connected
consumer

50. the connected
consumer
Connects & Is connected

51. the connected
consumer
Connects & Is connected
Collaborates

52. the connected
consumer
Connects & Is connected
Collaborates
All-consuming

53. the connected
consumer
Connects & Is connected
Collaborates
All-consuming
Shares

54. the connected
consumer
Connects & Is connected
Collaborates
All-consuming
Shares
Creates

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

56. connecting.
with others who share the same opinions, belief and values.
What common values and interests do we
share with our customers?

57. 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?

58. 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?

59. 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?

60. collaborating.
people are working together to make things happen.

61. collaborating.
people are working together to make things happen.
Is it appropriate for us to collaborate with
customers?

62. 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?

63. 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?

64. consuming.
people are consuming more content in many new ways.

65. consuming.
people are consuming more content in many new ways.
What formats are they consuming, where and
what are they doing with it?

66. 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?

67. 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

68. sharing.
people are sharing what matters to them with their friends.

69. 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?

70. 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?

71. 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?

72. creation.
new tools make it easy for everyone to create content.

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

74. 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?

75. so, how are others using blogs...
how could YOU use a blog?

76. branding & commerce
let the public see the “real” people behind the

77. branding & commerce
let the public see the “real” people behind the

78. branding & commerce
let the public see the “real” people behind the

79. branding
centre of your brand universe

80. branding
centre of your brand universe

81. branding
centre of your brand universe

82. branding
centre of your brand universe

83. branding
opening up the business

84. branding
opening up the business

85. branding
opening up the business

86. building community
making customers feel involved

87. building community
making customers feel involved

88. building community
making customers feel involved

89. building community
making customers feel involved

90. thought leadership.
show you know your stuff

91. conferences
bringing events to life, showing the value

92. conferences
showing what has gone before

93. outreach
influencing the influencers

94. campaign hub
a basecamp for campaign-based activities

95. campaign hub
a basecamp for campaign-based activities

96. campaign hub
a basecamp for campaign-based activities

97. campaign hub
a basecamp for campaign-based activities

98. campaign hub
a basecamp for campaign-based activities

99. e-commerce
tying current affairs up with product

100. crisis management
for when 140 words REALLY isn’t enough

101. CSR
when no amount of words is enough...

102. So...in an even smaller nutshell
why blogs...
1. Search-friendly
2. Direct
3. Engender trust

103. thanks for staying with it...
...that’s the end...but remember...

104. gabba.
create conversation.
Paul Fabretti
@paulfabretti
@letsgabba
p.fabretti@letsgabba.co
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