Blogging Break Down & How to avoid it Annie Mole london-underground.blogspot.com www.goingunderground.net
Is this what a blogger looks like?
It’s not just a niche
Blogging Figures from Technorati – State of Blogosphere Report <ul><li>The numbers vary but agree that blogs are here to s...
How many are there ….. really? Sept 2008 -  http://www.technorati.com/blogging/state-of-the-blogosphere /
Does anyone read them?
So why do we blog? <ul><li>Show me the money????? </li></ul>
So why do we blog? <ul><li>Show me the money????? </li></ul><ul><li>Technorati – State of Blogosphere 2008 </li></ul><ul><...
So why do we blog? <ul><li>Self Expression </li></ul><ul><li>Technorati – State of Blogosphere 2008 </li></ul><ul><li>http...
So why do we blog? <ul><li>Professional Reasons </li></ul><ul><li>Technorati – State of Blogosphere 2008 </li></ul><ul><li...
Under Pressure <ul><li>Blog for yourself (at least if no one’s paying you to blog) </li></ul><ul><li>The world won’t end i...
Under Pressure <ul><li>Share the load – guest blogging </li></ul>
Under Pressure <ul><li>Get readers to do your job for you </li></ul><ul><ul><li>Lists </li></ul></ul><ul><ul><li>Questionn...
Good  Practice for Corporate Blogger Outreach <ul><li>Big brands can get it right </li></ul><ul><li>Warning clichéd acrony...
Good  Practice for Corporate Blogger Outreach <ul><li>Big brands can get it right </li></ul><ul><li>Smirnoff London Blogge...
Corporate Blogs  Best Practices & Guidelines <ul><li>Writing – Collaboration between: </li></ul><ul><ul><li>Executive/staf...
Blogging Break Down & How to avoid it Annie Mole london-underground.blogspot.com www.goingunderground.net [email_address]
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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 September 2008 Report

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

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