09 fluid studio blog seminar 801.295.9820
Post on 19-Oct-2014
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TexT dyejo To 50500
john [email protected] www.fluid-studio.net
twitter @dyejo
Free service provided byhttp://contxts.com
ConTACT Me
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There is no silver bulleT
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We All hAve A CirCle oF inFluenCe.PeoPle Are inFluenCed by Those They TrusT.
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Circle of Influence
Circle of Concern What youcare about.
What you cando something
about.
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* Enquiro: “Business to Business Survey 2007.”
PeoPle do noT WAnT To be sold To. They WAnT To inTerACT And be heArd.
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you CAnnoT ConTrol The ConversATion,buT you CAn PArTiCiPATe in iT.
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4 P’s
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ProduCT4 P’s
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ProduCT, PriCe4 P’s
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ProduCT, PriCePlACe4 P’s
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ProduCT, PriCePlACe, ProMoTion4 P’s
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3 r’s
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relevAnT3 r’s
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relevAnT, reAl3 r’s
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relevAnT, reAlresPonsive3 r’s
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relevAnT, reAlresPonsive4 r’s
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relevAnT, reAlresPonsive, relATionshiP4 r’s
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AlThough soCiAl MediA is
“one-To-MAny” broAdCAsT MArkeTing,
AT The end oF The dAy reAl resulTs Will oCCur
When “one-To-one” relATionshiPs Are ForMed
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WhAT is A blog?
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A Web-bAsed journAl PoWered by
A selF-Publishing Tool ThAT enAbles
The AuThor(s) To regulArly
And eAsily uPdATe The ConTenT.
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Why should businesses blog?
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siMPle.
no one lisTens AnyMore
To sAniTized MArkeTing MessAges.
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iF you Find The righT Person in your
orgAnizATion To “blog” AbouT your ProduCTs
or serviCes you’ll brAnd your CoMPAny
As AuThenTiC And knoWledgeAble
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Pluses
sAge Words oF PPC
blogging advice from Roger L. Firestein’s Leading on the Creative Edge.
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Pluses
PoTenTiAl
sAge Words oF PPC
blogging advice from Roger L. Firestein’s Leading on the Creative Edge.
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Pluses
PoTenTiAl
ConCerns
sAge Words oF PPC
blogging advice from Roger L. Firestein’s Leading on the Creative Edge.
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CusToMers Will leArn AbouT your CoMPAny in An AuThenTiC voiCe FroM The PeoPle Whose MAin ConCern is helPing your CoMPAny MAke Money (so They CAn MAke Money)—noT A bAd MoTivATion For CreATing PosiTive ConTenT.
Pluses
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sAlesPeoPle enjoy The ProCess And Feel good AbouT being Able To be in TouCh WiTh CusToMers More FrequenTly.
Pluses
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your CusToMers Are so in TouCh WiTh you ThAT They Think oF you insTAnTly When A ColleAgue needs A reFerrAl For your ProduCT or serviCe.
PoTenTiAls
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your CusToMers Feel so ATTAChed To you Through your sAles rePs) ThAT They don’T hesiTATe To shAre iMPorTAnT inForMATion AbouT develoPMenTs in Their oWn CoMPAny— WhiCh MeAns you CAn beCoMe ProACTive (PerhAPs WAy AheAd oF The CoMPeTiTion) AbouT resPonding To Their needs.
PoTenTiAls
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your CusToMers beCoMe even More exCiTed AbouT your r&d ProCess And Are More Willing To helP TesT neW ProduCTs/serviCes.
PoTenTiAls
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your CusToMers CoMPlAin less beCAuse They reAlly knoW And TrusT your ProCesses And Are More inClined To be undersTAnding AbouT Any gliTChes in serviCe or ProbleMs WiTh ProduCTs.
PoTenTiAls
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hoW MighT you ConTrol Any TendenCy For sAlesPeoPle To WriTe ConTenT ThAT MighT APPeAr negATive?
ConCerns
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hoW MighT you leT go oF Any FeAr ThAT soMeone Will sAy Too MuCh?
ConCerns
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WhAT revieW ProCess MighT you insTiTuTe so ThAT TrAde seCreTs And oTher inTelleCTuAl ProPerTy iTeMs Are ProTeCTed—CleArly undersTood As oFF-liMiTs For blog ConTenT?
ConCerns
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PiCk your subjeCT
PlAnning TiPs For your blog
1.
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deFine your reAsoning To CreATe A blog
PlAnning TiPs For your blog
2.
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deFine your reAsoning To CreATe A blog
PlAnning TiPs For your blog
2.WhAT PurPose is The blog To serve?
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deFine your reAsoning To CreATe A blog
PlAnning TiPs For your blog
2.WhAT PurPose is The blog To serve?
WhAT is iT To ACCoMPlish?
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deFine your reAsoning To CreATe A blog
PlAnning TiPs For your blog
2.WhAT PurPose is The blog To serve?
WhAT is iT To ACCoMPlish?
WhAT ProbleM is iT To solve?
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deFine your reAsoning To CreATe A blog
PlAnning TiPs For your blog
2.WhAT PurPose is The blog To serve?
WhAT is iT To ACCoMPlish?
WhAT ProbleM is iT To solve?
WhAT gAP is iT To Fill?
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PoTenTiAl reAsoning:
• Increase company credibility
• Improve reputation,
• Improve customer service
• Enhance customer interaction
• Give customers behind the scenes “feel” of company culture
• Provide communication back channel
• Create openness
• Showcase innovation
• Air business issues
• Build trust, etc.
deFine your reAsoning To CreATe A blog
PlAnning TiPs For your blog
2.
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idenTiFy your AudienCe
PlAnning TiPs For your blog
3.
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idenTiFy your AudienCe
PlAnning TiPs For your blog
3.WhoM do you WAnT To ATTrACT As reAders?
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idenTiFy your AudienCe
PlAnning TiPs For your blog
3.WhoM do you WAnT To ATTrACT As reAders?
WhAT Are They inTeresTed in?
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idenTiFy your AudienCe
PlAnning TiPs For your blog
3.WhoM do you WAnT To ATTrACT As reAders?
WhAT Are They inTeresTed in?
WhAT needs do They hAve?
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idenTiFy your AudienCe
PlAnning TiPs For your blog
3.WhoM do you WAnT To ATTrACT As reAders?
WhAT Are They inTeresTed in?
WhAT needs do They hAve?
hoW CAn you geT Their ATTenTion?
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idenTiFy your AudienCe
PlAnning TiPs For your blog
3.WhoM do you WAnT To ATTrACT As reAders?
WhAT Are They inTeresTed in?
WhAT needs do They hAve?
hoW CAn you geT Their ATTenTion?
WhAT serviCe CAn you PerForM For TheM?
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idenTiFy your AudienCe
PlAnning TiPs For your blog
3.WhoM do you WAnT To ATTrACT As reAders?
WhAT Are They inTeresTed in?
WhAT needs do They hAve?
hoW CAn you geT Their ATTenTion?
hoW CAn you build A relATionshiP WiTh TheM?
WhAT serviCe CAn you PerForM For TheM?
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do your reseArCh
PlAnning TiPs For your blog
4.
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do your reseArCh
PlAnning TiPs For your blog
4.Who Are The CurrenT bloggers in The subjeCT sPACe?
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do your reseArCh
PlAnning TiPs For your blog
4.Who Are The CurrenT bloggers in The subjeCT sPACe?
WhAT is The PosiTioning oF eACh?
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do your reseArCh
PlAnning TiPs For your blog
4.Who Are The CurrenT bloggers in The subjeCT sPACe?
WhAT is The PosiTioning oF eACh?
WhAT Are Their PosiTions on issues?
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do your reseArCh
PlAnning TiPs For your blog
4.Who Are The CurrenT bloggers in The subjeCT sPACe?
WhAT is The PosiTioning oF eACh?
WhAT Are Their PosiTions on issues?
WhAT is The “PersonAliTy” oF eACh blog?
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9hoW Will you PosiTion yourselF in relATion To These “CoMPeTiTors?”
do your reseArCh
PlAnning TiPs For your blog
4.Who Are The CurrenT bloggers in The subjeCT sPACe?
WhAT is The PosiTioning oF eACh?
WhAT Are Their PosiTions on issues?
WhAT is The “PersonAliTy” oF eACh blog?
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reCruiT your ConTenT CreATors
PlAnning TiPs For your blog
5.
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reCruiT your ConTenT CreATors
PlAnning TiPs For your blog
5.Selecting an individual to be the “star” of your corporate blog is probably the most important decision.
Almost by definition,individuals—not companies— write blogs.
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An ideAl CorPorATe blogger Possesses MosT oF
The FolloWing ATTribuTes:
solid WriTing skills (PreFerAbly WiTh FlAir)
AuThenTiC subjeCT-MATTer exPerT
AvAilAble TiMe
sTrong oPinions
CorPorATe loyAlTy
reACTs CAlMly To oThers’ ouTbursTs
PAssion For subjeCT
oMMiTMenT To blogging
resPeCTed by Peers
sense oF huMor
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reFine your reAsoning And diFFerenTiATe your blog
PlAnning TiPs For your blog
5.
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reFine your reAsoning And diFFerenTiATe your blog
PlAnning TiPs For your blog
5.bAsed on your reseArCh, you’ll need To reFine your subjeCT/Mission.
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reFine your reAsoning And diFFerenTiATe your blog
PlAnning TiPs For your blog
5.bAsed on your reseArCh, you’ll need To reFine your subjeCT/Mission.
hoW Will you diFFerenTiATe your blog FroM oThers on The subjeCT?
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in MArkeTing TerMs, WhAT’s The “PosiTioning” For your blog?
reFine your reAsoning And diFFerenTiATe your blog
PlAnning TiPs For your blog
5.
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in MArkeTing TerMs, WhAT’s The “PosiTioning” For your blog?
reFine your reAsoning And diFFerenTiATe your blog
PlAnning TiPs For your blog
5.
Is it the critic?
The expert?
The gadfly?
The helper?
The linker?
The reference?
The innovator?
The idea person?
The soother?
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suCCessFul blogs hAve boTh A vieWPoinT And A “voiCe.”
reFine your reAsoning And diFFerenTiATe your blog
PlAnning TiPs For your blog
5.
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suCCessFul blogs hAve boTh A vieWPoinT And A “voiCe.”
reFine your reAsoning And diFFerenTiATe your blog
PlAnning TiPs For your blog
5.
What are yours?
Importantly, both voice and viewpoint must be authentic; phoniness is a certain blog-killer.
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reCruiT A CorPorATe ChAMPion
PlAnning TiPs For your blog
6.
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reCruiT A CorPorATe ChAMPion
PlAnning TiPs For your blog
6.Corporate blogs need high-level support within the organization—a powerful, well-placed executive who will unwaveringly defend the blog. Who can you sway?
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TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
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seleCT sPeCiFiCs (tools/location/hosting service)
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
1.
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seleCT sPeCiFiCs (tools/location/hosting service)
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
1.
soMe oF The MosT PoPulAr serviCes:
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seleCT sPeCiFiCs (tools/location/hosting service)
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
1.
soMe oF The MosT PoPulAr serviCes:
• Blogger www.blogger.com is Google’s free blogging service.
• LiveJournal www.livejournal.com from SixApart is a free blogging service, largely used for creating personal journals.
• Typepad www.typepad.com, another service from Six Apart, is used by many business blogs.
• Movable Type www.sixapart.com/moveabletype/ provides more advanced site design and development capabilities.
• WordPress www.wordpress.org is a personal publishing platform for bloggers who want more sophisticated features.
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develoP A ConTenT PlAn For lAunCh
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
2.
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develoP A ConTenT PlAn For lAunCh
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
2.blogs gAin AudienCe, inFluenCe, And TrusT over TiMe. iT is orgAniC groWTh.
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develoP A ConTenT PlAn For lAunCh
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
2.blogs gAin AudienCe, inFluenCe, And TrusT over TiMe. iT is orgAniC groWTh.
Postings during the first few months should stake out the territory. The first 15-25 blog posts over the initial two to four weeks are designed to establish a presence, define the “subject” or “space” for the blog, and establish the credibility of the blogger.
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MAke your debuT!
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
3.
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MAke your debuT!
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
3.FirsT
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MAke your debuT!
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
3.FirsT
Establish a presence and build relationships by responding to posts in other blogs—and use those responses to start establishing your expert credentials, positioning, view-point, and “voice” or personality.
The key to a successful debut is to connect with the target audience and engage them. The quickest way to connect is to hit a hot button or to give a peek behind the corporate curtain.
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Churn ouT ConTenT/CreATe A rhyThM
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
4.
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Churn ouT ConTenT/CreATe A rhyThM
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
4.Worthwhile content—interesting ideas, insights, opinions, reports—is the heart of blogging. Ideally, you want to be-come a credible “go-to” blog—a recognized authority for your subject area. Keeping blog content substantive and fresh is critical to attracting and holding readers. Post fre-quently and consistently. Daily or even more frequently is best. Weekly at least.
Not all posts need to be deep—but all should be interest-ing to your audience. Short posts with musings can be very effective. Insights don’t have to be long—just worthwhile. After all, this is the Web, where readers are scanners and “short” is welcome and appreciated.
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FolloW The blog sTyle/use links/sTAy on TrACk
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
5.
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FolloW The blog sTyle/use links/sTAy on TrACk
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
5.An informal, conversational style dominates blog writing. It’s what’s expected—and corporate blogs that conform are more likely to succeed. Concise is expected. Most bloggers use bullet points liberally.
The goal is to make reading quick and easy—enable read-ers to scan content. Provide links to stories or ideas you reference. That’s the blog etiquette. Stay relevant. Keep on topic and on track.
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be beTTer/PlAy niCe
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
6.
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be beTTer/PlAy niCe
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
6.be beTTer MeAns:
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be beTTer/PlAy niCe
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
6.
• Have more interesting content than your competitors.
• Be more responsive than your competitors. Even marginally better often makes a big business difference (ref: iPod).
be beTTer MeAns:
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be beTTer/PlAy niCe
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
6.PlAy niCe MeAns:
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be beTTer/PlAy niCe
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
6.
• Always be civil. Bloggers thrive on strongly expressed opinion, but are put off by personal attacks. The blogo-sphere slices up and disposes of mean or rude people quickly.
• Never tell a lie and never try to hide information. You’ll get caught, lose credibility, and never get it back.
• Say nice things about competitors. It disarms them and gains you points with others.
PlAy niCe MeAns:
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inviTe resPonse
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
7.
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inviTe resPonse
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
7.Enabling the target audience to respond is a defining characteristic of blogs.
The key: Allow dissidents to participate but not dominate the discussion. In the give-and-take environment, bloggers need a thick skin and need to acknowledge mistakes—their own and their company’s.
Think twice about erasing negative comments by others— and then think again. Openness is vital in successful blogging. Inviting response means giving up some control of the message. Owning the blog, however, ensures that you have the last word.
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MoniTor disCussion
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
8.
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MoniTor disCussion
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
8.Monitor regularly what the market is saying about your company, its products, people, competitors, and industry issues. Monitor not only blogs but also message boards, forums, and Usenet newsgroups.
You can use one of the blog search engines such as Technorati www.technorati.com PubSub www.pubsub.org Google Blog Search blogs.google.com BlogPulse www.blogpulse.com and Feedster (www.feedster.com
You can also use RSS tools such as Bloglines www.bloglines.com NewsGator ww.newsgator.com
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MoniTor disCussion
TiPs For iMPleMenTing your blog (with special thanks to Bill Comcowich)
8.Monitor Usenet with Google Groups groups.google.com.
Monitor message boards with BoardReader www.boardreader.com
Or, for fully integrated media monitoring, you can subscribe to a service such as
CyberAlert www.cyberalert.com Cymfony www.cymfony.com Carma www.carmainternational.com KD Paine & Partnerswww.kdpaine.com
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