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

• Twitter

• 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