The Future of PR Technology Paul Fabretti Client Services Manager KMP Interactive Marketing & Technology
Oct 17, 2014
The Future of PR Technology
Paul FabrettiClient Services Manager KMP Interactive Marketing & Technology
Blog Basics - What is a blog?
Conversations - How we monitor them
Case Studies - How business is using blogs
Other things to consider
What are we talking about?
The Structure of a Corporate blog
What IS the blogosphere?
It is everyday people like YOU and ME
Stakeholder Influence AnalysisWho are the people with influence or that shape the opinions of others?
So how do you find the people and topics that matter?
Buzz Monitoring & ReportingWhat is the sentiment of conversations? How is it changing?
Net Promoters IndexTake a particular topic and extract the positive comments from the negative ones
Stakeholder Influence Analysis
Stakeholder Influence Analysis
Net Promoters Index
Net Promoters Index
Buzz Monitoring & Reporting
Live Buzz - Biggest Topics
Live Buzz - Fastest Growing Topics
Live Buzz - Most Popular Sites
Jeff Jarvis vs Dell
Jeff Jarvis vs Dell
Jeff Jarvis vs Dell
Jeff Jarvis vs Dell
Jeff Jarvis vs Dell
DellOutlet - Twitter
General Motors - Fast Lane Blog
General Motors - Cadillac Drivers’ Log
General Motors - FYI Blog
Build communities around your business
Build communities around your business
Integration into a wider campaign
Publicise/Promote/Blog about events
Internetworld website Internetworld blog
Publicise/Promote/Blog about events
An accompaniment to e-commerce
Demonstrate thought leadership
Savile Row Tailor Sheet Metal Company
Engage with brand champions
Crisis Management
McDonalds Beef Hoax Delta Airlines Security Complaints
Tone of voiceFormal, friendly, colloquial
Content entry and SEOTag number and naming, linking, images, keyword density, post length
Blog typeRetail, Customer Service, Thought-Leadership/Innovation, Sales
Blog management (a)Define structure: Admins, authors, contributors, approval process
Other factors to consider
ModerationWho and how are you going to manage the conversation?
Blogger OutreachHow are you going to engage with influencers and who is going to do it?
LegalLay solid foundations for a safe blogging environment. Let everyone know where they stand.
Other factors to consider
Blog management (b)How often, when, who, coordination with other channels
How to Promote your business blog
Social Bookmarking
Blog and RSS feed directoriesPinging
Claim your blog with Technorati
Post with Tags
How to Promote your business blog
Comment and trackback
By 2010, 70% of the content of the web
will be user generated
IDC/EMC Survey March 2007
18 MONTHS