The business of blogging

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Presentation given at Workplace Trends "Social Media for business" event, held at Hermann Miller, Aldwych, London on 20 March 2014

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  • Quick overview of this presentation.
  • The business of blogging

    1. 1. pwcom.co.uk March 2014 The business of blogging Paul Wilkinson BA PhD DipPR(CAM) FCIPR (pwcom.co.uk Ltd)
    2. 2. 2 • Who am I? • What is a blog? • Why blog? • Choosing your blog platform • Common features of a blog • Growing your blog readership • Ethical blogging
    3. 3. 3 Who am I? • Author and technology consultant • B2B PR professional since 1987 – in-house: Halcrow, Tarmac, BIW – consultancy clients include: ACA, AEngD, 4Projects, Conject – B2B: a Wikipedian (2003), a blogger (2005) and tweeter (2008)
    4. 4. 4 What is a blog? • short for “web log” • a personal journal published on the World Wide Web consisting of discrete entries ("posts") typically displayed in reverse chronological order so the most recent post appears first From: Wikipedia
    5. 5. 5 c. 51BC - a long tradition... • Marcus Tullius Cicero • Correspondence copied, shared, quoted, comments added... • Two-way conversations passed via social networks
    6. 6. 6 What is a blog? • Personal blogs • Corporate or organisational blogs • by genre (eg: political, health, travel, etc) • by media type (eg: vlog, photoblog) • by device (eg: moblog) From: Wikipedia
    7. 7. How big is the blogosphere? • Worldwide: 250m blogs on Tumblr and Wordpress alone • Blogger “most popular” (but no public stats) • Guess-timate: 400m??
    8. 8. 8 Influence (most used) Source: http://www.slideshare.net/truthdefender/t echnorati-2013-digital-influence-report
    9. 9. 9 Influence (most trusted) Source: http://www.slideshare.net/truthdefender/t echnorati-2013-digital-influence-report
    10. 10. 10 Influence (shared most) Source: http://www.slideshare.net/truthdefender/t echnorati-2013-digital-influence-report
    11. 11. 11 Influence (purchase decision) Source: http://www.slideshare.net/truthdefender/t echnorati-2013-digital-influence-report
    12. 12. 12 Who blogs? Influencers Source: http://www.slideshare.net/truthdefender/t echnorati-2013-digital-influence-report
    13. 13. 13 Which platform? • Free (advtg) or paid-for? • Self-hosted? • Highly configurable? • Simple to set-up? • Micro-blogging? • Own domain URL?
    14. 14. 14 Example blog features • Wordpress.org • Theme: Twenty Ten
    15. 15. 15 Blog features • Who are you (solo or team)? • What will you write about? –real (not anonymous) –show credentials –set expectations • Link to main website
    16. 16. 16 Blog features • Tag cloud –key topics –visual index –big = frequent • Search
    17. 17. 17 Blog features • Archive –search by date • Categories –Search by theme • (Search by author)
    18. 18. 18 Blog features • RSS subscription –Really simple syndication –Enable feed-reader access • Email subscription
    19. 19. 19 Blog features • Blog roll –links to other blogs –often reciprocated
    20. 20. 20 Blog features • Social places –where else people can follow/interact –Twitter feed
    21. 21. 21 Anatomy of a blog post title Share this Date Author Link to past post External links Categories Photo Tags Leave a comment
    22. 22. 22 Google author rank
    23. 23. 23 Wordpress.org dashboard Comments (spam) Menu Genuine comments, pingbacks
    24. 24. 24 Wordpress.org plug-ins
    25. 25. 25 Driving traffic to your blog • Link blog to website(s) (and vice versa; RSS) • Share posts – Twitter – LinkedIn – Facebook, Google+, etc • Publicise blog URL – on email signature, business card – on social profiles – in notes on news releases, etc
    26. 26. 26 Driving traffic to your blog • Blogger outreach – Cultivate blog-roll links to related blogs, people sharing similar interests – guest posts – comment, ask questions • Re-post versions to other relevant blogs, online communities, etc
    27. 27. 27 Driving traffic to your blog • Re-post via website, e-newsletters • Offline: magazines, posters, events, etc • Content-sharing, eg: – share photos from Flickr account – embed YouTube videos, SlideShare presentations, etc • invite people to comment, or to write blog responses
    28. 28. 28 Driving traffic to your blog • Monitor feedback – What type of posts or content stimulate most comments or links (ping-backs)? • Monitor traffic (eg: via Google Analytics): – Which posts get most traffic? – Which dissemination strategies deliver most traffic? – Which promotion strategies deliver most traffic?
    29. 29. 29
    30. 30. 30 Good blogging • Stay on-topic • Keep it personal, not corporate • Post regularly • Be responsive to comments • Think long-term – what outcomes/reactions do you want?
    31. 31. 31 Good blogging • Beware: – 'Flogging' (+ 'splogging') (fake blogging) – 'Astro-turfing' • Take care 'ghost-writing' or re-using others' content • Have terms of reference, policies regarding subject matter, approval processes, etc • Correct any errors quickly
    32. 32. 32 Good blogging • Beware: – company and/or client confidentiality – copyright issues – defamation • Avoid conflicts of interest – disclosure • Consider disclaimers • Above all: honesty and integrity
    33. 33. 33 Business of blogging - take-aways What should organisations blog about? • Not just you/the organisation itself - blowing your own trumpet can be a big turn-off • Write about what matters to your desired target readers • Write about topics where your people can offer ideas and analysis readers couldn't get anywhere else (differentiate!)
    34. 34. 34 Q&A Thank you Contact: Paul Wilkinson Website: www.pwcom.co.uk Tech blog: www.extranetevolution.com PR blog: www.blog.pwcom.co.uk Email: paul.wilkinson@pwcom.co.uk Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul http://www.google.com/profiles/paul.wilkinson19 The business of blogging

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