Social Media & Blogging FRANK GRUBER SOMEWHAT FRANK & TV TECH cocktail AOL Friday, May 16, 2008 1 What is social media? Friday, May 16, 2008 2 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! Friday, May 16, 2008 3 Customers Can Talk Back • We all can talk back • We can give out SOMEWHAT FRANK opinion on anything - anyone is an expert Friday, May 16, 2008 4 Building Community Online & Off • • • • • 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 Friday, May 16, 2008 5 Social Media in the Corporate America • Customer relationship management • • Friday, May 16, 2008 • • • • Blogging Twitter Vlogs myAOL Product stories The Matt Harwood Story AOL Blogs! (myaolblog.aol.com) 6 Example AOL Blogs Friday, May 16, 2008 7 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 Friday, May 16, 2008 8 Benefits of Social Media for Business • • • 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 • • • Product updates Answering questions Direct and immediate feedback • Connecting with visitors at the “grassroots” level • Friday, May 16, 2008 The Human Element - Gives visitors a feel for the people behind the products and sites and starts to create a face for the organization 9 Other Good Business Blog Examples • • Yodel Anadotel – Yahoo’s corporate culture blog Microsoft Channel 9 – Microsoft not quite as evil as we all thought? • • • Robert Scoble & Microsoft employee video blog GM Fastlane Blog – interacts with consumers asking for ideas and feedback Gaping Void – Europe’s most popular blog • A Savile Row tailor and a bar napkin cartoonist Friday, May 16, 2008 10 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 Friday, May 16, 2008 11 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 Friday, May 16, 2008 12 Recommended Readings • Cluetrain Manifesto • Naked Conversations • Now Is Gone Friday, May 16, 2008 13 Wanna be social? Frank Gruber twitter: somewhatfrank flickr: Somewhat Frank somewhatfrank.com somewhatfrank.tv techcocktail.com email: frank@somewhatfrank.com Friday, May 16, 2008 14