YOUR CORPORATE BLOG DOESN'T HAVE TO BE SO CORPORATE!!GNITE CONFERENCE - MIDLAND, MI
SEPTEMBER 22ND, 2011
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
THE B2C SOCIAL WEB RELATIONSHIP
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B2C
TALK TO ME AND ADDRESS MY NEEDS
MAKE IT EASY TO BUY FROM YOU
MY LOYALTY IS YOURS IF YOU ARE THERE WHEN I NEED YOU
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
B2B SOCIAL WEB RELATIONSHIP
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B2B
SHARE YOUR EXPERTISE AND SHOW HOW IT HELPS ME
SHOW ME WHY I SHOULD BUY FROM YOU
KEEP ME CONNECTED WITH YOU AND OTHER INDUSTRY PROFESSIONALS
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
THE USE OF B2B SOCIAL MEDIA WILL INCREASE
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• 81% of B2B companies were likely to
maintain company-related profiles on
social networks, compared to 67% of
B2C companies.
• One of the only areas where B2C is
more active in social media than B2B is
in advertising on social networks (B2B:
42%, B2C: 54%)
• Both B2B and B2C companies monitor
user reviews (B2B: 49%, B2C: 51%)
and manage communities dedicated to
customers (B2B: 49%, B2C: 51%)
~ Business.com Business Social Media
Benchmarking Study
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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WHAT IS A BLOG?
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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DON’T HAVE A BLOGGING STRATEGY
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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WHAT IS YOUR COMMUNICATION STRATEGY?
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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WHAT ARE YOUR CURRENT MARKETING OBJECTIVES?
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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PEOPLE DON’T SPEAK CORPORATE
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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DON’T ASSUME YOUR CEO WILL BLOG
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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DON’T COPY PASTE YOUR PRESS RELEASE
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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DON’T TALK ABOUT YOURSELF (ALL THE TIME)
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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DON’T BE BORING
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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BE A HELPFUL RESOURCE
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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BE HUMAN
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.FROM ADOPTION TO BEST PRACTICES
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• 18 to 29 age demographic
slowing down.
• 30 to 40 age demographic
catching up with large increase
of social network usage.
• 50 to 64 age demographic
holding steady.
• 65+ age demographic making
a large increase.
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.FROM ADOPTION TO BEST PRACTICES
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©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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BE VISUAL AND BE INTERESTING
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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WHAT IS YOUR PASSION POINT?
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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IDENTIFY YOUR CONTENT BUBBLE
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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YOUR BLOG IS THE BEGINNING OF YOUR SALES FUNNEL
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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CONTENT IS YOUR SALES PROCESS
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
CUSTOMERS THROUGH SOCIAL MEDIA CHANNELS
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©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
LEADS THROUGH BLOGGING
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©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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HAVE A CALL TO ACTION
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CALCULATING THE ROI
• First, identify your business objectives and marketing goals.
• Decide what it is you really want to measure.
• Determine how social media can be integrated.
• Begin a social media timeline.
• Compare SM timeline with the numbers, expenses, transactions, etc.
• Is there any correlation?
• Now you have a starting point to begin tracking ROI over the long term.
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©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
CASE STUDIES
• Personable
• Authentic
• Accessible
• Helpful Resource
• Consistent
• Outstanding
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©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
NUTS ABOUT SOUTHWEST
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• Provides the reader an inside look into the world of Southwest - customer and employee experiences.
• Highly personable.
• A lot of content that encourages engagement and sharing.
• They just don’t talk about themselves. Their blog has multiple subjects - history of air travel, vacation spots, family life.
• Blog acts as an extension of their customer service.
• Mobile friendly with a call to action - book a trip.
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
WALKER CORPORATE LAW GROUP
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• Blog focuses on how the law impacts entrepreneur.
• Case studies, stories, and testimonials from not just their client roster.
• Social media/social network education on how lawyers can leverage the available tools.
• Takes advantage of “shared content” already available on the social web. Turns the message into lessons of the law.
• Breaking the stereotype of how lawyers think, speak, and act.
• Shares news and information from outside resources.
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
ZING - QUICKEN LOANS
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• Breaking the image of a traditional financial institution.
• Provides insight into their culture and their passion of helping people with financial issues.
• Helpful resource for home finance, money management, and life decisions.
• Hits on a passion point: financial decisions that affect your life and family.
• Content is highly engaging and informative.
• Blog and social networks act as a lead generators.
• Active member of the communities they serve.
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
GE REPORTS
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• Provides content that builds awareness innovation, technology, economics, aviation, health care, global business, and more.
• Spotlight: “The Faces of American Manufacturing”
• Images and Video throughout their content.
• Blog is updated regularly, and content leverages stories (not just information) for the personable hook.
• Job development and placement.
• Positions their blog as the go to resource on how technology is re-building America.
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
THANK YOU VERY MUCH!
David Murray
Director, Social Web Communications
734.327.6622
@DaveMurr
Follow Us
YouTube
Flickr
Website
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©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
REFERENCES
Pew Internet Study:65% of online adults use social networking sites
eMarketer:B2B Social Media Marketing Heats Up
Hubspot Inbound Marketing Best Practices:The State of Inbound Lead Generation
Nuts About Southwest:The Southwest Corporate Blog
Walker Law GroupRepresentation of Entrepreneurs
Zing Blog of Quicken LoansAmazing Insights on Home, Money, and Life
GE ReportsGE Reports Imagination Daily
iMedia ConnectionBest Practices for A Killer Corporate Blog
Jason Keath - The Evolution of Media10 Great Corporate Blogs
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©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us !gnite Conference, Midland, MI | 9.22.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
PHOTO CREDITS
Corporate Logo Cupcakes: clevercupcakes
Blog Ideas owenwbrown
The Strategy Of Chess: kenteegardin
Montjuic Communications Tower: borkur.net
La Lunga Strada: alexdecarvalho
Double Speak: numberstumper
Walmart CEO Mike Duke on Tips to Being the Best Retailer: Walmart Stores
Copy Copy Copy Copy: bettyx1138
Talking Parrot: Siddy Lam
Yawn: greencandy8888
Shiny Happy People: Donna Cymek
Funnel Cake: blu_pineappl3
Garage Sale: besighyawn
Call to Action: renaissancechambara
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