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Social Media & the Enterprise, Part 3Other Social Media
Blogs, YouTube & Social Media Beyond Facebook & Twitter
Presented by Sean Gallagher [email protected]
Blogs
• Provide a soapbox for gaining mindshare, positioning execs as thought leaders in their markets
• Especially effective in reaching technical audiences, channel community
• Can offer an easy way to boost search engine rank of “official” Website content
• Can drive media coverage of company• Discussion platform, way to capture
information on potential partners and customers
Blogging Platforms• Wordpress
• PHP powered, extensible, auto-updating• Support available
• Moveable Type• CGI based, both cloud (hosted) and self-hosted options• SixApart offers support plans
• Open-source and commercial CMS tools• Varying levels of blog feature support, ease of use• Some plug-ins for commercial Website CMS
Blogging Musts
• Consistent posts• Links to other blogs, primary sources• RSS feed• Tagging and categories• Integration with other social media
(Twitter, Facebook)• Comments (with moderation, user
identification)
Is It a Blog or a ‘Blog’?
• Blogs should have an identifiable author or set of authors to establish thought leadership, make more accessible to audience
• Blogs should have a sense of immediacy, even if they’re edited and vetted
• Comments should be engaged, responses on other blogs linked and acknowledged
• Good blogs link to others – and perhaps ride on their coattails
Blogs & Customer Engagement: Thing Magic
• Combined blog and Twitter campaign to build “thought leadership” position in modular RFID
• Launched blog with email blast to customers, followed up with Twitter links to blog
• Registered “subscribers” with email
ThingMagic Blog Results
• Overall Web visits up 37%• 20% increase in blog email subscriptions• Increased visibility to media, made it easier
to pitch stories• Search and Twitter exposure of blog
reached new audiences outside typical customer base a
Other ‘Thought Leadership’ Wins in Blogging
• Rackspace• Hired “A-list” blogger Robert Scoble to blog,
raised profile
• Sun Microsystems• CEO and technical execs blogged regularly,
engaged (and sometimes bypassed) media
Video Sharing Sites
• YouTube, Vimeo, Flickr offer educational, promotional, marketing opportunities – and chance to go viral
• “Private” social media sites allow internal collaboration or communication within a specific constituency – without noise
• All provide comment streams that can be a channel for communication with customers, clients, employees, and partners
Video Blogging & YouTube
• Can reach a wider audience
• Video can be more directly engaging than other content
• Can create a sense of an organization's personality, boost positives
Examples of Successful YouTube Campaigns
• Old Spice• Combined YouTube and Twitter for “real time”
interaction with consumers• Blended traditional and social marketing for
multiplied effect
• Blendtec• “Will it Blend” raised profile of blender company• Combined YouTube channel and blog drive
traffic to ecommerce site
Keys to YouTube Success:• Lots of content (YouTube says, “Upload all your video”)
• Well crafted content• Product showcases and demos
• How-to and expert advice to build trust with your users
• Case studies and editorial support of other Web content
• Conferences / events coverage
• Thought leadership
• Combine with other social media, Web, and promotion to get noticed
• Brand your channel
• Track response, improve based on feedback
• Use all the capabilities of the tool – annotations, subtitles, other creative tools
Private Social Networks: Ning
• Private-labeled discussion, social networking, collaboration
• Invitation-only or registration driven
• Can use credentials from other sites to create account
• Gives direct channel to audience
Applications for Private Social Networks
• Colleges & universities: converting acceptances into enrollments, building community, matching up dorm roommates
• Healthcare: patient communities around specific conditions
• Adding social network to any customer community or Website
Social Media Feed Social Media
• Blogs, Youtube, and private social sites can feed into Twitter, Facebook – and vice versa
• Cross-pollination of social media widens community, increases opportunities for marketing and building customer relationships
• Communities require care – or they can become very unfriendly places