Vmc Vascellari Media Channel

Note and slides of this presentation are available here: http://www.andreavascellari.com/?p=3038 VMC - Vascellari Media Channel - AndreaVascellari.comBlogging as core part of the communication strategy of organizations. Soon will be time to stop getting trapped into the shiny object syndrome. Blogs have the potential to become the future central hubs of the communication strategies of small and large organizations.In future mobile and real-time web will open new doors and enable us to publish, start, join and manage the conversation whenever we want/need and from wherever we are. Restrictions that are still present in today's technology, applications, platforms and devices will gradually fade away.Blogs will have to reflect and stay tuned with the future share economy trends. 'Free' models are here to stay. Your target audience will increasingly want to taste your products and services before sitting down for an entire meal.What will not change in future it will be the need of transparent and honest communication. Disclosure is needed and always will. Future successful organizations will not embrace ghost-blogging and 'if' they will choose to navigate in those waters they will have to disclose who's blogging on behalf of who and why.Blogs will take new forms and shapes thanks to new and better technology. Blogging activity through lifestreams and mashups platforms will grow and will enable us to extend and join the conversation on a totally different level then the one we are experiencing today.Few years ago the closest we could come to reach out from a blog pages or a post was through links. Today we can use our blogs for inbound marketing, social media releases, reputation management, branding, product launches, we can even use blog platforms to host entire live events. In future we'll see more of this. Blogs will become the brain that will coordinate our tactics and strategic moves.New ROI measurement. Today there's often a myopic view centralized on 'media measurement' of blogs (clicks, mentions, views), but this is a measurement that stops just on superficial outputs. We are already starting to see this change but especially in future we'll start to deal more with social business (next point) focusing on 'relationship measurement' (on/offline) and thanks to new technology we'll better monitor, track and analyze consumer behaviors that can translate into concrete 'business results'.Social business. Cultivate dynamic relationship with you target audience rather then use blogs as another push-tool to mass-audience outreach. Since blogs are part of a growing digital landscape and considering that the conversation will take place and be fragmented also outside blogs, in future it will be important to not lose focus on the social interactions that will happen around your blog.