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

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

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  • 1. pwcom.co.uk March 2014 The business of blogging Paul Wilkinson BA PhD DipPR(CAM) FCIPR (pwcom.co.uk Ltd)
  • 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 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 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 c. 51BC - a long tradition... • Marcus Tullius Cicero • Correspondence copied, shared, quoted, comments added... • Two-way conversations passed via social networks
  • 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. 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 Influence (most used) Source: http://www.slideshare.net/truthdefender/t echnorati-2013-digital-influence-report
  • 9. 9 Influence (most trusted) Source: http://www.slideshare.net/truthdefender/t echnorati-2013-digital-influence-report
  • 10. 10 Influence (shared most) Source: http://www.slideshare.net/truthdefender/t echnorati-2013-digital-influence-report
  • 11. 11 Influence (purchase decision) Source: http://www.slideshare.net/truthdefender/t echnorati-2013-digital-influence-report
  • 12. 12 Who blogs? Influencers Source: http://www.slideshare.net/truthdefender/t echnorati-2013-digital-influence-report
  • 13. 13 Which platform? • Free (advtg) or paid-for? • Self-hosted? • Highly configurable? • Simple to set-up? • Micro-blogging? • Own domain URL?
  • 14. 14 Example blog features • Wordpress.org • Theme: Twenty Ten
  • 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 Blog features • Tag cloud –key topics –visual index –big = frequent • Search
  • 17. 17 Blog features • Archive –search by date • Categories –Search by theme • (Search by author)
  • 18. 18 Blog features • RSS subscription –Really simple syndication –Enable feed-reader access • Email subscription
  • 19. 19 Blog features • Blog roll –links to other blogs –often reciprocated
  • 20. 20 Blog features • Social places –where else people can follow/interact –Twitter feed
  • 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 Google author rank
  • 23. 23 Wordpress.org dashboard Comments (spam) Menu Genuine comments, pingbacks
  • 24. 24 Wordpress.org plug-ins
  • 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 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 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 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
  • 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 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 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 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 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