Social Media Strategy:
The case of blogs and microblogsBy Jeff Wilfong, CEO, E2.0 Pros
Contact:www.E20Pros.comTwitter: @jwilfong
Slides:http://www.slideshare.net/jeffwilfongHashtag:#SMS915
Blogs
•What are blogs?
•Websites:
• Information, Reflections, reviews, etc.
•Comments
• Feeds / Aggregators
Blog terms• Blogger
• Blogosphere
• Blogging
• Blogroll
• Permalink
•RSS
Types of Blogs• Five types of blogs
• Individual journal
• News, commentary, journalism
• Advertising, customer service, promotions
• Business / Professional insight
• Internal information sharing
Journal
News
Advertising
Business blog
Internal blogs• Blogs can be used for
organizations:
• Project Management
• Internal marketing
• Idea generation
• Employee connection
• Team communication
• Leader communication
• Dynamic team creation
Leader’s Voice• As a leader, lend a human
voice
• Some CEO bloggers:
• Kevin Lynch, CEO, Adobe Systems, Inc
• Jonathan Schwartz, ex-CEO Sun Microsystems, Inc.
•George Colony, CEO Forrester
Blog strategy
•Determine your audience
•Do you have the resources?
•What is your service? What are you selling?
•Research other blogs and read them regularly
•Write, Write, Write!
Tools to get started
Remember the feeds & buttons
Read blogs
Part 2: Microblogs
What is a microblog?
•Microblog: blog software tool, which uses short posts
• 140 characters
• Profile / User account
• Search / Indexing
Twitter• A necessity for any
entrepreneur or business person
• People are writing about you or your brand on the
• E-mail is slowly dying for purposes of collaboration - most spend 2+ hours/day
Constant stream
Twitter engagement
• Follow people!
• Tweet at peak times
• Tweet regularly
• Follow as many lists that are relevant as possible
•Make your own lists
Twittequette• Twitter has an
etiquette
• Thank people who mention you
•RT tweets
• Add value in RTs
•Minimize use of DM
Twitter for business• Tweet news, info,
accomplishments, RT, quotes
• Limit banal updates
• Be intelligent of # of tweets, and groupings
• Don’t auto-link tweets to other social services
• No confidential information
• Tweets last forever
• Keep it short, Snip URLs
• ENGAGE in conversation
Managing the chaos
• Information overload
•Obtain aggregators such as:
• TweetDeck
•HootSuite
•Hashtag searches / lists
Twitter utilities• Hundreds of software
utilities!
• Examples:
• Twellow.com
• Hashtag.org
• TwitterCounter.com
• TweetScan
• TweetStats.com
• Twitbacks.com
• Tweetlevel.com
• Twifficiency.com
Take part in “chats”
•#CollabChat
•#InnoChat
•#LrnChat
•many others...
Basic differences• Use blogs for information
sharing, for teams and communication, and advertising, especially if you cannot maintain daily.
• Use Twitter for relationship building, and getting information as it is developing. Maintain customer service real-time!
• Always cross-post on social media to optimize gains
Part 3: Growing your biz
•Research: Determine your social media reach and audience
• Plan: ex. create blog, Twitter feed or both
•Do: Work the plan
The Engagement Pyramid
Source: Altimeter Group
Be customer-centric
•Twitter: supports connection, shows your personality, allows instantaneous branding
•Blog: supports knowledge expertise, highlights products, shares reviews, allows a community to form around your brand
Twitter Customer Service
continued...
Focus on• Being responsive
• Accepting feedback
•Developing your niche on SM
•Quality posts and conversation
• Segmenting your audience
Watch-out for
• Spamming people
•Censoring
•Over-promoting
• Pushy marketing / selling
Measure / Metrics
#SMS915
Use Twitter hashtags for events, talks, etc, but
be cautious
Social Media Strategy:
The case of blogs and microblogsBy Jeff Wilfong, CEO, E2.0 Pros
Contact:www.E20Pros.comTwitter: @jwilfong
Slides:http://www.slideshare.net/jeffwilfongHashtag:#SMS915