Easy to publish website that serves as a platform to share specialized knowledge or a unique perspective
Allows individuals (or groups) to directly and easily share ideas with others online.
A conversation catalyst, not just a publishing medium.
Ability of readers to comment encourages discussion, debate and sense of extended community.
Results in active interlinking among blogs
Web 2.0 and new social media has opened up many new sources for communication and collaboration.
The Influencer Network Is Changing Advertisers Publishers Media Bloggers Editors Journalists / Reporters “ Consumers turning to each other online is not a fad anymore. Companies opening up to customers isn’t that different from the risks associated with doing business every day,” -- Forrester Research Industry Analysts Customers / Consumers Trusted Bloggers / Twitters / Social Connections Traditional Media
We are all interested in what bloggers say because we want to:
Hear the story behind the document/article
Learn from an expert’s ideas and opinions
Confirm what we think we know
Decide what we should pay attention to
Keep up with fast-changing information
Feel connected to someone who has similar interests and knowledge
BTE 2 Blogs allows us to tap into the power of people: BTE2 “behind the eyes and between the ears”
Many bloggers have found out that blogs are a great way to quickly share information with a large audience
You write once and your content:
Can be searched
Can be found
Opens your network
Is an ever-present archive
The most popular bloggers realize that they have the ability to influence decision makers New product announced. Social strategy kicks in Joe = Influential Blogger $$$ Jane = Influential Blogger $$$ $$$ $$$ The more SMEs we have adding their voice to the conversations in the Social Media, the more opportunity we have to influence purchase decisions
Why be interested in blogging outreach programs?
Understand: Monitor online conversations to understand market better, identify who is influencing the conversation and in what social networks they are most active – understand influencers
Participate in Conversations: Open communication channels. Create a feedback loop. Build /strengthen relationships with external stakeholders.
Engage & Activate: Help influencers become advocates. Foster stronger advocacy and word-of-mouth, make it simple for them
Drive demand: for products & services. Measure and adjust
Boost Search Engine Optimization (SEO): Increase share of search through building link equity.
Brand Management: Help enhance and protect company reputation. Build a community around the brand.
Have a plan. Link any effort in blogging to your overall business objectives. Business Process Potential Uses Marketing Research Monitor other blogs. Understand customers, influencers, etc. Monitor conversations around topics ( e.g., your brand, your key customers, your main competitors, etc.) Communications Distribute news, press releases, real-time information, crisis management, news during events, product announcements Networking Form new relationships and ‘ecosystems’ with all stakeholders, including influencers (analysts, bloggers, journalists), peers, colleagues, customers, Marketing Promotion, coupons, search engine optimization, brand marketing, Influencer marketing, event marketing, social content distribution Customer Sales & Support Connect , strengthen relationships, get feedback , conduct polls, provide assistance, link to information, etc. Partner Support Connect , strengthen relationships, get feedback, conduct polls, provide assistance, link to information, etc. Human Resources Recruit! Promote company & careers, post jobs Product Management Generate new ideas, test ideas, get feedback
Understand that being a blogger is similar to being a journalist who writes a daily/weekly/monthly column in a newspaper or magazine
Researching topics to write about
Writing & posting updates to your blog
Reading blog posts by others and commenting there
Respond to comments posted on your blog
A good blog is one where posts are fresh and new posts are frequent .
The amount of time you spend blogging will depend on how active you want to be.
The blog platforms of choice among the top 100 blogs
Blog software - Wikipedia, the free encyclopedia
Platform Pro Con Wordpress, Typepad, Blogger, Blogsmith, Moveable Type Very easy to set up. A fair amount of Customizability. Free (Typepad and Wordpress has upgrades available for $) Not a personal domain (although you can redirect to it) Not as fully customizable as if you run your own blog. Free service hosted in the cloud – no/limited guarantees IT Toolbox Easy to set up. Free. Network effect of being included on IT Toolbox Very limited customizability in look and feel. IT Toolbox design/layout may not be for everyone. URL harder to share (although can do redirect)