2 Blogor Not2 Blog

Slide 1: 2 Blog or Not 2 Blog Jocelyn Harmon NPower Greater DC Region jocelyn@npowergdcr.org www.npowergdcr.org & Qui Diaz 360°Digital Influence, Ogilvy Public Relations Worldwide Qui.diaz@ogilvypr.com www.ogilvypr.com http://evangelisting.blogspot.com

Slide 2: 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.

Slide 3: Social Media Stats 2) Social media is mainstream media.* • 39% of internet users, or 57 million American adults, read blogs • 170 million MySpace members 3) 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 4) 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

Slide 4: 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

Slide 6: 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

Slide 7: 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

Slide 8: 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…

Slide 10: 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?

Slide 11: 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)

Slide 12: Case Studies • American Society of Association Executives: Acronym: association blog • Minnesota Council of Nonprofits: staff blog • Kiva.org: journals from loan grantees

Slide 13: 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

Slide 14: 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