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

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
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 /

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?
Show me the money?????

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/

So why do we blog?
Self Expression

So why do we blog?
Professional Reasons

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

Under Pressure
Share the load – guest blogging

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

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

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

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

Blogging Break Down & How to avoid it Annie Mole london-underground.blogspot.com www.goingunderground.net [email_address]

http://london-underground.blogspot.com	8399
http://www.london-underground.blogspot.com	441
http://london-underground.blogspot.co.uk	43
http://translate.googleusercontent.com	12
http://www.slideshare.net	4
http://london-underground.blogspot.se	3
http://london-underground.blogspot.ca	2
http://london-underground.blogspot.com.au	2
http://london-underground.blogspot.in	1
http://www.olafmolenaar.com	1
http://translate.google.com	1
http://207.46.192.232	1
http://webcache.googleusercontent.com	1
http://london-underground.blogspot.de	1

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

by Annie Mole on Sep 28, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

14 Embeds 8,912

Statistics

Blogging Break Down - Bar Camp London 5 & Social Media Camp London — Presentation Transcript