2 Blogor Not2 Blog

2 Blog or Not 2 Blog Jocelyn Harmon NPower Greater DC Region [email_address] www.npowergdcr.org & Qui Diaz 360°Digital Influence, Ogilvy Public Relations Worldwide [email_address] www.ogilvypr.com http://evangelisting.blogspot.com

Social Media Matters
Social media “online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. . . These sites typically use technologies such as blogs, message boards, podcasts, wikis, and vlogs to allow users to interact.”
Within the digital landscape, social media is very likely important and relevant to your mission.

Social Media Stats
Social media is mainstream media. *
39% of internet users, or 57 million American adults, read blogs
170 million MySpace members
Trust in traditional media and advertising is declining, while trust in online media and social networks is on the rise. **
68% of U.S. consumers are most trustful of other people “like themselves”
20% of word of mouth happens online
People are probably already turning to social media for information about your cause. ***
How many blogs are talking about your issue on Technorati?
Is your mission being discussed in social networks (Care2, Radoo, Idealist
* Pew Internet & American Life, “Bloggers,” July 2006 ** Forrester Research, “Social Computing,” February 2007 *** Technorati

People Want to Engage (& Are!)
Across the board: ~80 million blogs (120,000 new blogs every day!)
Age: Boomers/Seniors: 71% of people over the age of 50 are online
Race: 56% of Hispanics living in the U.S. and 60% of African Americans use the Internet, compared with 71% of whites.
Causes Health: 80% of American internet users (113 million adults), have searched for information on at least one of 17 health topics.
Gender: 68% of men and 66% of women are online

What’s a blog?
A two-way conversation
An authentic voice
Characteristics:
Journal-esque entries
Reverse chronological order
Features: blog roll, about, recent posts, archives

Why blog?
Turn up the volume on your brand/mission/product/service!
Show the human side of your organization
Build a pool of content
Throw your hat in the ring:
Start a conversation
Continue an existing conversation
Tell your story (or get others to tell it for you)
Build relationships with your advocates, peers and people w/ similar interests
Reach a new & captive audiences

Who is blogging?
Everyone!
People:
Teens, 20’s - 30’s, Moms, dads, elder/boomer bloggers, industry pros in all fields (CEOs too!)
Big brands (all industries and sectors)
Corporate: GM, Intel
Government: HHS, CDC
Nonprofits: ASAE, Kiva…

Tips for getting started – you need a strategy
Are you ready? (Social Media Score)
What’s the purpose?
Who will own it?
What topics will you cover?
What’s your comment policy?
How much time will you allocate?
How will you market your blog?

Promotion
How will you market your blog?
Promote through influencers who reach your audience
Comment on other blogs
Respond to comments on your blog
Register in issue-specific and geographic blog directories (Technorati, Placeblogger)
Develop the rest of your online presence! (social networks, tagging, Flickr, Digg, keyword marketing, optimize your website)

Case Studies
American Society of Association Executives: Acronym: association blog
Minnesota Council of Nonprofits: staff blog
Kiva.org: journals from loan grantees

Short-term Blogs
BLOG SUMMIT: short-term, multiple contributors
Pandemic Flu Leadership Blog www.climateresponseblog.com
EVENT: Corporate Climate Response:
Liveblogging and vlogging for 3-day conference www.climateresponseblog.com
EXPERIENCE: Intel Blogger Challenge
6 laptops to 6 bloggers for 5 weeks
www.intelbloggerchallenge.com
CONTEST: Up Your Budget (Budget Rent A Car)
1 month to tell you favorite roadtrip stories
http://www.upyourbudget.com/
Blog Carnivals
Traveling ‘event’ hosted by guest bloggers
Blogging Boomers Carnival
Breast Cancer Awareness Blog Carnival
Health Blog Carnival

Learn from the Best
Beth Kanter: Beth’s Blog
John Bell: Digital Influence Mapping Project
Houtlust
Marketing Profs
Nonprofit Communications
Seth Godin’s Blog
Advertising Age: Top 150 media & marketing blogs

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