Blogging Break Down - Bar Camp London 5 & Social Media Camp London

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Session on how avoid Blogging Breakdown by Annie Mole at BarCampLondon5 on 28th September 2008 & Social Media Camp London 3rd October 2008 includes figures from Technorati's State of Blogosphere …

Session on how avoid Blogging Breakdown by Annie Mole at BarCampLondon5 on 28th September 2008 & Social Media Camp London 3rd October 2008 includes figures from Technorati's State of Blogosphere September 2008 Report

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  • 1. Blogging Break Down & How to avoid it Annie Mole london-underground.blogspot.com www.goingunderground.net
  • 2. Is this what a blogger looks like?
  • 3. It’s not just a niche
  • 4. Blogging Figures from Technorati – State of Blogosphere Report
    • The numbers vary but agree that blogs are here to stay
    • * comScore MediaMetrix (August 2008)
    • Blogs: 77.7 million unique visitors in the US
    • Facebook: 41.0 million | MySpace 75.1 million
    • Total internet audience 188.9 million
    • * eMarketer (May 2008)
    • 94.1 million US blog readers in 2007 (50% of Internet users)
    • 22.6 million US bloggers in 2007 (12%)
    • * Universal McCann (March 2008)
    • 184 million worldwide have started a blog | 26.4 US
    • 346 million worldwide read blogs | 60.3 US
    • 77% of active Internet users read blogs
    • Sept 2008 - http://www.technorati.com/blogging/state-of-the-blogosphere /
  • 5. How many are there ….. really? Sept 2008 - http://www.technorati.com/blogging/state-of-the-blogosphere /
  • 6. Does anyone read them?
  • 7. So why do we blog?
    • Show me the money?????
  • 8. So why do we blog?
    • Show me the money?????
    • Technorati – State of Blogosphere 2008
    • http://www.technorati.com/blogging/state-of-the-blogosphere/the-what-and-why-of-blogging/
  • 9. So why do we blog?
    • Self Expression
    • Technorati – State of Blogosphere 2008
    • http://www.technorati.com/blogging/state-of-the-blogosphere/the-what-and-why-of-blogging/
  • 10. So why do we blog?
    • Professional Reasons
    • Technorati – State of Blogosphere 2008
    • http://www.technorati.com/blogging/state-of-the-blogosphere/the-what-and-why-of-blogging/
  • 11. Under Pressure
    • Blog for yourself (at least if no one’s paying you to blog)
    • The world won’t end if you don’t blog for a few days
    • Quality is usually better than quantity
  • 12. Under Pressure
    • Share the load – guest blogging
  • 13. Under Pressure
    • Get readers to do your job for you
      • Lists
      • Questionnaires
      • Surveys
      • Photos of the Day
      • “ Regular” slots
    • You have to know your readers really well for this to work
  • 14. Good Practice for Corporate Blogger Outreach
    • Big brands can get it right
    • Warning clichéd acronym approaching:
        • R elevant,
        • I ntimate,
        • T imely &
        • E xecutionable
      • Stella got to know the London blogging community & used a variety of communications to promote airship ride
      • They understood key influencers and how they liked to be communicated with
  • 15. Good Practice for Corporate Blogger Outreach
    • Big brands can get it right
    • Smirnoff London Blogger’s Meet Up
    • Hugely personalised – each blogger had a cocktail designed for their blog & themselves
      • Pre & post event outreach was relevant & personalised.
      • Once again they understood key influencers and how they liked to be communicated with
  • 16. Corporate Blogs Best Practices & Guidelines
    • Writing – Collaboration between:
      • Executive/staff
      • Communications Support
      • Guest posts
    • Blog relations and Monitoring Team
      • Screen profane, off-topic postings
      • Update new postings
      • Comment on third-party blog (s)
      • Forward action items arising in blog to appropriate people
      • Have a Blog Roll
      • Consider using standard blogging software rather than bespoke
    • Clear Voice
      • Deliver a focused message
    • Tone of Content
      • Brief, conversational, personal syntax
    • Blog Message Content
      • No Corporate speak/spin
      • Be humble, acknowledging misses earns credibility
      • Encourage responses
      • Set expectations on frequency of new blog posts
    • Promotion and Linking
      • Link from corporate websites and to influential blogs
      • Search Engine Optimize
      • Submit to Technorati, blog directories
    • Update Postings Frequently
      • Ideally twice a week
      • Give viewers reason to return
      • Helps Search Engine rankings
    • Maintaining the Blog Dialogue
      • Engage in the “conversation” by answering selected responses
      • Break news on blog
    • Be Transparent
      • Confront criticism
      • Expect it and post it
      • Respond Appropriately
    • Plan Ahead
      • Create editorial calendar of issues/opportunities for Blog discussions
      • Be flexible & Human
    Blog Content Dos and Don’ts Maintenance Set-up
  • 17. Blogging Break Down & How to avoid it Annie Mole london-underground.blogspot.com www.goingunderground.net [email_address]