Blogging
                        an introduction




Sara Ashton
Amnesty International
Why blogging matters?

                                            Photo mindluge on Flickr




                        Mo...
Why blogging matters?

                        Photo makelessnoise on Flickr



Cost effective
tool you can
use to reach
i...
Why blogging matters?




Blogs spread news

They can give your
message wider momentum
– a blog is never
yesterday’s chip ...
But before we start…




Blogging for the sake
of blogging will bring
no value
Let’s start here…




 You are
 unique

                    Photo by HAMED MASOUMI on Flickr
Let’s start here…
                             Photo by Port of San Diego on Flickr




126 million
blogs


              ...
Getting started




  Find
  your
  voice

                  Photo by dboy on Flickr
Getting started: Write




                         Write about the
                         things you’re
               ...
Getting started: Invest




Your community will only
be as good as the amount
of effort you put in

Get involved




     ...
Getting started: Listen



   Don’t broadcast.



                               You don’t have to
                       ...
Getting started: Ask their opinion



  You don’t need to
  provide all the
  answers but give
  your community
  somethin...
Getting started: Have opinions yourself

                                          Photo by cameronparkins on Flickr




 ...
Getting started: Experiment


 Don’t be afraid to
 evolve

 Try new things:
 Live blogging
 Guest blogs
 Photos
 Video



...
Blogger outreach



    Build your network
    Find bloggers and
    connect



                                 Comment o...
Beyond blogging




                    Insert images of Amnesty on other networks




       Blogging should be part of a...
Maintaining a high quality blog
Amnesty case study: International Women’s Day


We used a blog post to launch the campaign

Staged a ‘tweet mob’ to draw a...
Amnesty case study: Shaming Shell
Moderation




               Maintain a light touch,
               your community will
               often self moderat...
Measurement




Keep an eye on your
stats, work out which
posts are popular and
why
Building a blog




                  You can beon their
                   Comment up and
                  runninguse tr...
Finally…



                                 It’s not about the blog it’s
                                     about the e...
Any questions?




                 Photo by Experience Reality on Flickr
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Blogging for change

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Sam Strudwick and Ben Clowney, Amnesty International UK
CharityComms Digital Comms on a shoestring conference
www.charitycomms.org.uk/events

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Blogging for change

  1. 1. Blogging an introduction Sara Ashton Amnesty International
  2. 2. Why blogging matters? Photo mindluge on Flickr More intimate relationships that brings you closer to your customer and builds affinity with your brand
  3. 3. Why blogging matters? Photo makelessnoise on Flickr Cost effective tool you can use to reach influencers who will recommend you to others
  4. 4. Why blogging matters? Blogs spread news They can give your message wider momentum – a blog is never yesterday’s chip paper Wider comment opportunities for us and others Photo by Stacy Lynn Baum on Flickr
  5. 5. But before we start… Blogging for the sake of blogging will bring no value
  6. 6. Let’s start here… You are unique Photo by HAMED MASOUMI on Flickr
  7. 7. Let’s start here… Photo by Port of San Diego on Flickr 126 million blogs That’s a lot of noise How are you different?
  8. 8. Getting started Find your voice Photo by dboy on Flickr
  9. 9. Getting started: Write Write about the things you’re passionate about Be clear and consistent in your communication Photo by hummyhummy on Flickr
  10. 10. Getting started: Invest Your community will only be as good as the amount of effort you put in Get involved Photo by OnTask on Flickr
  11. 11. Getting started: Listen Don’t broadcast. You don’t have to respond to every comment but it is about listening and facilitating Photo by Tonamel on Flickr
  12. 12. Getting started: Ask their opinion You don’t need to provide all the answers but give your community something to think about Photo by Monica’s Dad on Flickr
  13. 13. Getting started: Have opinions yourself Photo by cameronparkins on Flickr Don’t just report: Have an opinion and seek it from others
  14. 14. Getting started: Experiment Don’t be afraid to evolve Try new things: Live blogging Guest blogs Photos Video Photo from The Library of Congress on Flickr
  15. 15. Blogger outreach Build your network Find bloggers and connect Comment on their posts, use trackbacks, have a blogroll and feature bloggers in your posts Photo by Life in LDN on Flickr
  16. 16. Beyond blogging Insert images of Amnesty on other networks Blogging should be part of an integrated web strategy
  17. 17. Maintaining a high quality blog
  18. 18. Amnesty case study: International Women’s Day We used a blog post to launch the campaign Staged a ‘tweet mob’ to draw attention to the number of women facing violence in Britain each year. At 1:10pm on Friday 6th March around 3000 people tweeted: ‘Each year around 1 in 10 women experience rape or other violence. Act now: oneten.org.uk’
  19. 19. Amnesty case study: Shaming Shell
  20. 20. Moderation Maintain a light touch, your community will often self moderate Develop your house rules
  21. 21. Measurement Keep an eye on your stats, work out which posts are popular and why
  22. 22. Building a blog You can beon their Comment up and runninguse trackbacks, posts, within ten minutesblogroll and have a on Wordpress or Tumblr feature bloggers in your posts
  23. 23. Finally… It’s not about the blog it’s about the experience you create People talk about a unique blog and share it with their friends A good experience builds affinity and keeps them coming back for more Photo by Plastic_Bat on Flickr
  24. 24. Any questions? Photo by Experience Reality on Flickr
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