PRESENTED BY: KATE BRODOCK FOUNDER & PRINCIPAL OTHER SIDE GROUP Corporate Blogging: When, Why and How

Agenda Notes A few items before we start Strategy Getting to the “Why” Why Uses of blogs in the corporate setting When When is a good time to start a blog How Getting started More Resources for further information Contact For clarification and further questions

Notes A few items before we start

Strategy Getting to the “Why”

Why Uses of blogs in the corporate setting

When When is a good time to start a blog

How Getting started

More Resources for further information

Contact For clarification and further questions

NOTES Notes Strategy Why When How More Contact

NOTES

What I’m Technologies or Technicalities Not Going to Blog Promotion Talk About PR/Blogger Outreach In-depth SEO concepts B2C vs B2C Look for the B2B logo (below) for those concepts particularly helpful for B2B Notes Strategy Why When How More Contact

STRATEGY Notes Strategy Why When How More Contact

STRATEGY

Strategy is Important to Success! Set Goals Align with existing Marketing/Business strategy Align with any current social media programs in place Determine Metrics Set Expectations (Realistic Ones) Monitor Progress Notes Strategy Why When How More Contact

Strategy is Important to Success!

Set Goals

Align with existing Marketing/Business strategy

Align with any current social media programs in place

Determine Metrics

Set Expectations (Realistic Ones)

Monitor Progress

For further description on graphic, please visit David Armano’s blog here . Notes Strategy Why When How More Contact

Key Concepts of Social Media Conversation Participation Brand Personality Customer Engagement Content Management Thought Leadership Listening Influence/Reach Community For further description on graphic, please visit Valoria Maltoni’s blog . Notes Strategy Why When How More Contact

Key Concepts of Social Media

Conversation

Participation

Brand Personality

Customer Engagement

Content Management

Thought Leadership

Listening

Influence/Reach

Community

WHY Notes Strategy Why When How More Contact

WHY

Why Blog? Provide Information Receive Feedback Engage in a conversation Distribute Content and resources Thought Leadership Increase SEO Options Provide Channel to update audience Notes Strategy Why When How More Contact

Why Blog?

Provide Information

Receive Feedback

Engage in a conversation

Distribute Content and resources

Thought Leadership

Increase SEO Options

Provide Channel to update audience

Why NOT to Blog? Someone told you had to Your resources are Limited You’re looking for short-term results You want a place to broadcast You don’t have backing Notes Strategy Why When How More Contact

Why NOT to Blog?

Someone told you had to

Your resources are Limited

You’re looking for short-term results

You want a place to broadcast

You don’t have backing

WHEN Notes Strategy Why When How More Contact

WHEN

When to start: Determine your strategy & goals Get buy in Formulate a content plan Resource allocation Assign maintenance Educate yourself Notes Strategy Why When How More Contact

When to start:

Determine your strategy & goals

Get buy in

Formulate a content plan

Resource allocation

Assign maintenance

Educate yourself

HOW Notes Strategy Why When How More Contact

HOW

A FEW TECHNICAL ISSUES TO THINK ABOUT Website/Server capabilities SEO Maximization Metrics/Analytics Tools Register your Blog Notes Strategy Why When How More Contact

A FEW LARGE PICTURE ITEMS Create Value! Organization Allow for interaction Brand personality Resource allocation Frequency of posting Offer ways to share your content Notes Strategy Why When How More Contact

A FEW THINGS THAT WORK Providing industry information Storytelling Making a claim/promise Call to Action Interviews Response to industry Conference Coverage Response to company coverage Notes Strategy Why When How More Contact

A FEW ENHANCEMENT OPTIONS Polls Pictures, Stats, Graphs Audio, Video, or Rich Media Blogroll Brand personality Resource allocation Frequency of posting RSS Feed Option Offer ways to share your content Email option Link out Search field Notes Strategy Why When How More Contact

A FEW THINGS NOT TO DO Broadcast Post infrequently Prevent interaction Censure interaction Notes Strategy Why When How More Contact

“ This is the blog of Kinaxis™, developers of the RapidResponse on-demand service that empowers multi-enterprise manufacturers with integrated and collaborative demand-supply planning, monitoring, and response capabilities.” Notes Strategy Why When How More Contact Purpose of Blog Date Authors Content About Page

MORE Notes Strategy Why When How More Contact

MORE

Articles/Blog posts Chris Brogan’s Blog – General blogging tips as well as a good blogging example The Many Challenges of Corporate Blogging – Jeremiah Owyang, 29 May 2008 Practical Guide to Starting a Corporate Blog – Social Media Explorer, 11 April 2008 A Guide to Corporate Blogging – ProBlogger, 15 October 2008 Corporate Blogging: How the Pros do it – Scott Monty, 12 March 2008 5 Reasons Corporate Blogs Fail – Lee Odden, 30 May 2008 15 Companies that really Get Blogging – SitePoint, 8 August 2008 Turn your Blog into a Personal Magazine – Twist Image, 1 November 2008 How to Get Media Coverage for your Blog – ProBlogger, 7 November 2008 Notes Strategy Why When How More Contact

Things to Check out Google Analytics ( Metrics ) Feedburner ( Metrics ) Technorati Google Alerts Digg ( blog promotion ) StumbleUpon ( blog promotion ) Notes Strategy Why When How More Contact

CONTACT Notes Strategy Why When How More Contact

CONTACT

Kate Brodock, Founder & Principal (e) kate@othersidegroup.com (t) @just_kate The Other Side Group (w) www.othersidegroup.com (b) www.othersidegroup.com/adcomments Notes Strategy Why When How More Contact