36
Why Blogging Should be the Hub of Your Social Media Efforts January 21, 2010 Will Davis will@rightsourcemarketin g.com 410.925.6626 twitter.com/willdavis / Mike Sweeney mike@rightsourcemarketin g.com 703.689.4075 twitter.com/mjsweeney /

Why Blogging Should be the Hub of Your Social Media Efforts

Embed Size (px)

DESCRIPTION

Presentation for GBTC. A look at the benefits of blogging as a component of your overall B2B marketing strategy.

Citation preview

Page 1: Why Blogging Should be the Hub of Your Social Media Efforts

Why Blogging Should be the Hub of Your Social Media Efforts

January 21, 2010

Will Davis

[email protected]

410.925.6626

twitter.com/willdavis/

Mike Sweeney

[email protected]

703.689.4075

twitter.com/mjsweeney/

Page 2: Why Blogging Should be the Hub of Your Social Media Efforts

About Right Source Marketing

• Unique hybrid model• Tracking and performance are key• We don’t just execute, we educate

2

Page 3: Why Blogging Should be the Hub of Your Social Media Efforts

Client Experience:

3

Page 4: Why Blogging Should be the Hub of Your Social Media Efforts

Recommended Approach to Marketing Efforts

4

Page 5: Why Blogging Should be the Hub of Your Social Media Efforts

Blog as Your Social Media Hub

5

Page 6: Why Blogging Should be the Hub of Your Social Media Efforts

What is a Blog? Blogging?

6

• A blog is a cost-effective way to communicate quickly with — and get feedback from — your audience of readers, whether they are colleagues, competitors, the media, prospects or customers.

• A blog is a new way to market your services or products by positioning you and/or your company as thought leaders in highly competitive markets.

• A blog is just a tool, albeit a cool one. As with any tool, there is a right way and a wrong way to use it. There is proper blogging etiquette.

Page 7: Why Blogging Should be the Hub of Your Social Media Efforts

Blogging Platforms

• The importance of your domain for corporate blogs yourcompany.com/blog or blog.yourcompany.com

• Be careful if you don’t use your own domain i.e. yourcompany.blogspot.com or yourcompany.wordpress.com

• Template Approach vs. Custom Design

7

Page 8: Why Blogging Should be the Hub of Your Social Media Efforts

Why Talk Blogging Now?

8

Want to Get Left Behind Again?

Page 9: Why Blogging Should be the Hub of Your Social Media Efforts

Why Talk Blogging Now?

9Want to Get Left Behind Again?

Page 10: Why Blogging Should be the Hub of Your Social Media Efforts

Social Media Growth

10

Page 11: Why Blogging Should be the Hub of Your Social Media Efforts

Different Types of Blogs

11

Page 12: Why Blogging Should be the Hub of Your Social Media Efforts

Different Types of Blogs

12

Page 13: Why Blogging Should be the Hub of Your Social Media Efforts

Our Focus Today:

13

Corporate & Professional Blogging

Page 14: Why Blogging Should be the Hub of Your Social Media Efforts

Typical Blog Components

14

Header/Title

Navigation

SubscriptionOffer

Ad

Ad

Blogroll

Post

Page 15: Why Blogging Should be the Hub of Your Social Media Efforts

Why Should Organizations Blog - Branding

15

“The perception of Sun as a faithful and authentic tech company is now very strong. What blogs have done has authenticated the Sun brand more than a billion dollar ad campaign could have done.”

-Jonathan Schwartz Sun CEO

Page 16: Why Blogging Should be the Hub of Your Social Media Efforts

Why Should Organizations Blog - SEO

16

#1 Ranking

Page 17: Why Blogging Should be the Hub of Your Social Media Efforts

Why Should Organizations Blog - SEO

17

Page 18: Why Blogging Should be the Hub of Your Social Media Efforts

Other Reasons Organizations Should Blog

18

• Provides a “human voice” to company• Thought leadership • Transparency• Building community and engagement• Public relations/crisis management• Customer service

…The Same Reasons Organizations Get Involved in Social Media

Page 19: Why Blogging Should be the Hub of Your Social Media Efforts

Common Blogging Objections

19

“This is going to require a lot of time and resources.”

“Our legal department has hangups with blogging.”

“We don’t have enough to say.”

“We don’t want to take away valuable employees from their primary roles.”

“We’re afraid of opening ourselves up to complaints and criticism.”

“We’re not great at conversational marketing.”

“It’s going to be hard to measure.”

Page 20: Why Blogging Should be the Hub of Your Social Media Efforts

Writing a Blog Post – Types of Posts

20

• Instructional: Tell your audience how to do something• Informational: Provide information on a topic• Reviews: Product or service reviews• Lists: Top 10s, Top 5s, Top 50s, etc.• Interviews: Recap discussion with interesting people• Case Studies: Show problem/solution/results• Link: Providing a link to an interesting article• Contrast: Compare two options• Rant: Bring the passion• Research: Recap your study or someone else’s• Predictions: Tell us what will be hot in 2010

Page 21: Why Blogging Should be the Hub of Your Social Media Efforts

How To Write a Good Blog Post

21

#1 Put your audience (the reader) first.

#2 Organize your thoughts before writing.

#3 Use short paragraphs.

#4 Use short sentences.

#5 Use simple words.

Page 22: Why Blogging Should be the Hub of Your Social Media Efforts

How To Write a Good Blog Post

22

#6 Be specific.

#7 Write in a conversational style.

#8 Tell stories.

#9 Be clear.

#10 Write well. Be interesting.

Page 23: Why Blogging Should be the Hub of Your Social Media Efforts

The Blog as Your Social Media Hub

23

• For all these reasons, your blog’s content can serve as your social media hub in ways your website can’t

Page 24: Why Blogging Should be the Hub of Your Social Media Efforts

The Blog as Your Social Media Hub

• Without the right content to point to, your social media presence is like a newspaper that’s all headlines and no stories

• Social media without a blog limits your use of social media to brief thoughts with no depth attached

Page 25: Why Blogging Should be the Hub of Your Social Media Efforts

How To Market Your Blog & Blog Content

25

Website

Page 26: Why Blogging Should be the Hub of Your Social Media Efforts

How To Market Your Blog & Blog Content

26

Email

Page 27: Why Blogging Should be the Hub of Your Social Media Efforts

How To Market Your Blog & Blog Content

27

Twitter

Page 28: Why Blogging Should be the Hub of Your Social Media Efforts

How To Market Your Blog & Blog Post

28

Facebook

Page 29: Why Blogging Should be the Hub of Your Social Media Efforts

How To Market Your Blog & Blog Post

29

LinkedIn

Page 30: Why Blogging Should be the Hub of Your Social Media Efforts

How To Market Your Blog & Blog Post

30

Technorati

Page 31: Why Blogging Should be the Hub of Your Social Media Efforts

How To Market Your Blog & Blog Post

31

Industry Sites/Article Sites Using RSS

Page 32: Why Blogging Should be the Hub of Your Social Media Efforts

How To Market Your Blog & Blog Post

32

“Sharing” Sites Corporate Materials

Digg Personal Email

Stumble Upon Email Signature

Redd It Direct Mail

Delicious Press Release

100s of Others ALL Materials

Page 33: Why Blogging Should be the Hub of Your Social Media Efforts

Measuring Your Blog’s Success - Quantitative

33

Visitors & Sources

Content & Stickiness

Page 34: Why Blogging Should be the Hub of Your Social Media Efforts

Measuring Your Blog’s Success - Quantitative

34

Page 35: Why Blogging Should be the Hub of Your Social Media Efforts

Measuring Your Blog’s Success - Quantitative

35

Page 36: Why Blogging Should be the Hub of Your Social Media Efforts

Measuring Your Blog’s Success - Qualitative

• What do you want to get out of it?• Branding & Awareness Component• Narrowcasting a Message• “Skip the First Meeting”

36