Social Media & the Enterprise, Part 3 Other Social Media Blogs, YouTube & Social Media Beyond Facebook & Twitter Presented by Sean Gallagher

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Presentation transcript:

Social Media & the Enterprise, Part 3 Other Social Media Blogs, YouTube & Social Media Beyond Facebook & Twitter Presented by Sean Gallagher

The ‘Other’ Social Media Blogs Video sharing Photo sharing Private social networks and boards

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

Hosted Blogging Platforms Wordpress.com Tumblr Blogger TypePad

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 blast to customers, followed up with Twitter links to blog Registered “subscribers” with

ThingMagic Blog Results Overall Web visits up 37% 20% increase in blog 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