Social Media & Blogging
FRANK GRUBER
SOMEWHAT FRANK & TV TECH cocktail AOL
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What is social media?
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Everybody is a Producer
• Tools today make it easy for anyone to
produce and communicate online
• What do you want to be? • I wanna be a rockstar!
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Customers Can Talk Back
• We all can talk back • We can give out SOMEWHAT FRANK
opinion on anything - anyone is an expert
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Building Community Online & Off
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Example TECH cocktail a “cocktail of tech people” Started as a blog Now it offers community events and projects that attract an average 500 guests in Chicago, DC, Boulder & Boston TECH cocktail CONFERENCE - May 29, 2008 Chicago 2008 Illinois I.T. Association CityLIGHTS Award winner for most impact on Illinois technology community
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Social Media in the Corporate America
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Customer relationship management
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Blogging Twitter Vlogs
myAOL Product stories The Matt Harwood Story
AOL Blogs! (myaolblog.aol.com)
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Example AOL Blogs
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Common Myths of Business Blogging
• Overcoming FUD = Fear Uncertainty Doubt
– Negative Comments • Fight fire with fire – Disclosing Confidential Information • It’s a risk – just like emails or conversations in public – No Clear Direct ROI • There is no ROI tied to Press Releases, web site or corporate brochures • Display advertising potential – Loss of Message Control • Actually, more control – Competitive Disadvantages • Fear that competitors will use info in the blog to compete • Good mouthing the competition helps build credibility – Too Much Time – So Few in the Audience • Paying with time – Employee Misbehavior • Instances have been far and few between
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Benefits of Social Media for Business
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User Connection - A platform for presenting fresh content about our products and offerings Conversation Leader - Offers the opportunity to become the industry leader in the space Product Voice - Connects with online community real-time and with a personal, human voice
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Product updates Answering questions Direct and immediate feedback
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Connecting with visitors at the “grassroots” level
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The Human Element - Gives visitors a feel for the people behind the products and sites and starts to create a face for the organization
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Other Good Business Blog Examples
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Yodel Anadotel – Yahoo’s corporate culture blog Microsoft Channel 9 – Microsoft not quite as evil as we all thought?
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Robert Scoble & Microsoft employee video blog
GM Fastlane Blog – interacts with consumers asking for ideas and feedback
Gaping Void – Europe’s most popular blog
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A Savile Row tailor and a bar napkin cartoonist
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Blogging Guidelines Things to Do...
1. Set expectations (posting frequency, comments policy, etc.) 2. Be transparent & authentic (who you are, what you do – be real) 3. Be responsive (provide ways to be reached, then respond to e-mails and comments) 4. Participate in the blogosphere 5. Helpful if corporate bloggers are involved in the industry
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Blogging Guidelines Things NOT to Do...
• Don't steal images or other content • Don't defame • Don't reveal company secrets (AOL or
anyone else's, including competitors) willing to go to war to back it up.
• Don’t speak in extremes unless you are
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Recommended Readings
• Cluetrain Manifesto • Naked Conversations • Now Is Gone
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Wanna be social?
Frank Gruber
twitter: somewhatfrank flickr: Somewhat Frank somewhatfrank.com somewhatfrank.tv techcocktail.com email:
frank@somewhatfrank.com
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