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Starting a Dialogue with Your Market: 8 Steps to Establishing a Successful Corporate Blog
 

Starting a Dialogue with Your Market: 8 Steps to Establishing a Successful Corporate Blog

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Starting a Dialogue with Your Market: 8 Steps to Establishing a Successful Corporate Blog.

Starting a Dialogue with Your Market: 8 Steps to Establishing a Successful Corporate Blog.

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    Starting a Dialogue with Your Market: 8 Steps to Establishing a Successful Corporate Blog Starting a Dialogue with Your Market: 8 Steps to Establishing a Successful Corporate Blog Presentation Transcript

    • Karen O’Brien Crimson Consulting Partner, Interactive Services Oct 11th, 2007 Starting a Dialogue with Your Market:   8 Steps to Establishing a Successful Corporate Blog
    • Agenda
      • Sorting Through the Buzz
      • Who’s Blogging Today?
      • 8 Steps to Establishing Your Blog
      • What Blogging Means to Marketers
    • Blogging and Web 2.0
    • Elements of Web 2.0 Apply to Blogs
      • Transparency
      • Participation, not publishing
      • Radical Trust
      • The customer is the expert
      • Collective Intelligence
      • Tagging, not Taxonomy
    • Agenda
      • Sorting Through the Buzz
      • Who’s Blogging Today?
      • 8 Steps to Establishing Your Blog
      • What Blogging Means to Marketers
    • Who’s Blogging Today?
      • 70 Million + Blogs
      • 1.4 Million new blog posts every day
      • Most Major Corporations are blogging (approx 45% of F500)
      • A LOT of Small/ Medium Businesses are blogging
      • A LOT of individuals
    • 13% of online consumers publish a blog, 19% comment, 15% use RSS, 33% read blogs
    • Agenda
      • Sorting Through the Buzz
      • Who’s Blogging Today?
      • 8 Steps to Establishing Your Blog
      • What Blogging Means to Marketers
    • Step 1: Do Your Research
      • What blogs are out there already?
      • Are your competitors blogging?
      • Who is addressing your target market?
      • What are the “hot” topics of interest in your market?
      • Who are the A-List bloggers? What can you learn from them?
    • Step 2: Re-Think the Basics Web 1.0 Acquisition Retention Growth Web 2.0 Attract Engage Extend Attract readers to you blog Engage readers in commentary/ discussion Extend your content beyond your website Source: Karen O’Brien, Crimson Consulting 2007
    • Step 3: Establish Clear Goals
      • Keys to maximizing your blogging ROI:
      • Know exactly what you’re trying to accomplish via your blog
      • Set a "target action" – what action do you want the reader to take when coming to your blog?
      • Which conversations will drive participation in your industry?
      • What is the key audience that your blog will reach?
      • Will the blog format encourage audience participation?
      • What will a company-sponsored blog achieve for your firm?
      • Who should own the blog's content?
      • How will the blog fit into the rest of your communication strategy?
      • Without clear goals, your blog will lack focus
    • The Organic vs. Engineered Experience
      • Over-managing blogs makes them less effective
        • Why?
          • Freshness comes from the spontaneous expression of ideas
          • Optimizing the positive impact of each thought will inhibit passionate conversation
        • Marketers can align a blog with company goals by:
            • Designing a smart blog strategy
            • Choosing the right people to blog
            • Setting an effective blog/comment policy
      Source: Forrester Research 2006
    • Step 4: Understand the Commitment
      • To be effective you must blog regularly and the content must be relevant to the audience
      • How Often? 2-3x/ week minimum – ideally daily. (A-List bloggers – blog 2-4x/ day)
      • Typical blog entry “bite-sized” – 30 minutes to write
      • Time to get a following of regular readers: up to 1 yr
      • Practice in a personal blog before launching your professional blog
    • Step 5: Choose the Right Type of Blog
      • Which One is Aligned With Your Goals?
      • Employee Blogs
      • Executive Blogs
      • Product Blogs
      • Issue Blogs
      • Thought Leadership Blogs
      • Character Blogs
      • Community Blogs
    • Employee Blogs
      • Vendorprisey
      • SAP Employee Blog
      • “ Wiki’s and RFP’s”
      • “ We need to drink the koolaid of quality collaboration and co innovation
      • Trust employees. Let them create open honest dialogues to the public from within company
      • Create policies to control sensitive information, but do not restrict open dialogue
        • The dialogue will happen regardless of whether you allow it to or not
    • Executive Blogs
      • Sun Microsystems
        • Official blog from the CEO
        • Jonathan Schwartz shares honest observation from a ‘conference’ of startups in Silicon Valley
            • Excerpt from Jonathan Schwartz’s Blog regarding direct feedback from startups:
            • “ BUT THERE WAS A TROUBLING, CONSISTENT MESSAGE. IT USUALLY WENT LIKE THIS,
            • THANK YOU SUN.
            • BUT HEY, WHY ARE YOU HERE?
            • I THOUGHT YOU BUILT BIG EXPENSIVE STUFF THAT RAN IN BANKS?
            • OUCH. "
      Being transparent in blogs builds trust for a company
    • Product Blogs GM’s Fastlane Blog
      • GM’s Fastlane Blogs
      • “ Where to see the Chevy Volt in Washington”
      • Auto Industry News from GM
      • Forum for GM executives to talk about GM’s current and future products and services, discuss the development and design of important products.
    • Issue Blogs
      • AARP Issues Blog
      • The power to make it better
      • “ Art Buchwald on Hospice and Life While Dying ”
      • Successful aging, including economic and retirement security; health and wellness; global aging; livable communities and mobility; and volunteering.
    • Thought Leadership Blogs
      • Forrester Groundswell
      • Charlene Li’s Blog
      • “ Welcome to the Blogosphere, Sony”
      • “ How Consumers Use Social Networking Sites" report now available ”
      • Social Media, Research, Web 2.0, Community
    • Character Blogs
      • Annies Homegrown
      • Bernie’s Blog
      • “ Could you eat well on $21 a week?”
      • Healthy eating, organics, social issues, green and eco-topics
      • New product announcements – EG: chocolate chip bunny grahams
    • Community Blogs
      • Craig Newmark
      • Craig from CraigsList indulges himself
      • “ A Cheap Green PC that Delivers”
      • “ OK I was on Charlie Rose Last Night”
      • Non-Profit, Social issues, Community and Web
    • Setting A Blog Culture is Strategic Source: 2005 BACKBONEMEDIA INC.
    • Step 6: Start Blogging!
      • Jump in by starting with a practice blog
      • A great majority of corporate blogs leverage one of the major blogging platforms: Wordpress, Typepad or similar
      • Don’t aim to be 100% perfect
      • Use a conversational tone, as if talking with a colleague
      • Experiment with tone, content types, including links, photos, videos or other media to support your blog
      • The longer you wait, you are delaying a dialog with your market
    • Step 7: Promote Your Blog
      • Include your blog URL on everything you would normally include a website URL on
      • Submit your blog URL to search engines and blog directories such as Technorati
      • Link to other blogs
      • Become an active commenter on other blogs
      • Provide RSS or XML feeds to allow syndication of your blog
      • · Publish original research or breaking news
    • Step 8: Measure Your Success
      • Measure experience not page views
      • Measure Return on Influence – not Return on Investment
      • Blogs:
          • Frequency and depth of interactions
          • Blog traffic
          • Number of RSS subscribers
          • Advertising revenues
          • Affiliate sales
          • Product sales
          • Consulting revenues
          • Search engine ranking
          • Number of comments
          • Number of inbound links/trackbacks
          • Brand impact
    • Understanding the Influencer
      • Tends to be well known, mentioned and/or linked to by other members in the community or blogosphere
      • Has a high number of views or readership to their blog or post
      • Has a high number of comments/dialog surrounding their posts
      Source: Buzz Logic 2007
    • Agenda
      • Sorting Through the Buzz
      • Who’s Blogging Today?
      • 8 Steps to Establishing Your Blog
      • What Blogging Means to Marketers
    • Why Marketers Should Care About Blogs
      • Technology buyers are turning to blogs for info (word of mouth is the most trusted reference)
      • The ranks (and influence) of corporate bloggers is continuing to grow
      • B2B Marketers are investing more in emerging tactics
    • Thank you! For more information, contact: Karen O’Brien Partner, Interactive Services Crimson Consulting Group [email_address] Tel: 415.720.6859 Email: [email_address] Website: www.crimson-consulting.com Blog: www.webstrategyblog.com