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Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
Better Business Blogging
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Better Business Blogging


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Better Business Blogging is a presentation providing an overview on the different kinds of blogs and the opportunities with the development of a corporate blog.

Better Business Blogging is a presentation providing an overview on the different kinds of blogs and the opportunities with the development of a corporate blog.

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  • 1. Learn-It #4: Better Business Blogging By: Corey Brand 4 December 2008
  • 2. Agenda: What Will I Be Learning Today?
    • Introduction
    • II. Value of Consumer Generated Content (CGC)
    • III. Why Engage in Corporate Blogging?
    • IV. Corporate Blog Features
    • V. Future of Blogs
    • VI. Summary and Questions
  • 3. Introduction: What is a Blog?
    • “ A Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video...”-Wikipedia
    • Blogs often viewed as an online journal or diary to express opinions, beliefs, thoughts, reflections, facts, etc…
    • Excellent for personal and up-to-date opinions and information publishing, as blogs can be updated at the convenience of the “blogger(s)”.
    • “ The ‘Blogosphere’ is the collective community of all blogs. Since all blogs are on the Internet by definition, they may be seen as interconnected and socially networked.”- Technorati
      • Discussions can gauge public opinion
  • 4. Introduction: Blog History
    • 1983-1990: Pre HTTP
      • Usenet features “Moderated Newsgroup”, which allowed posting in newsgroup to be under control of individual or small group.
        • Simply moderated discussion forms
    • 1994-2001: Online Diary
      • Early weblogs were simply manually updated components of common websites.
        • The evolution of tools to facilitate the production and maintenance of web articles posted in reverse chronological order made the publishing process feasible to a much larger, less technical, population. Ultimately, this resulted in the distinct class of online publishing that produces blogs we recognize today.
    • 2001-2004: Mainstream Beginnings
      • By 2001, blogging was enough of a phenomenon that how-to manuals began to appear, primarily focusing on technique. The importance of the blogging community (and its relationship to larger society) increased rapidly .
    • 2004-Today:
      • Increasingly widespread and mainstream.
  • 5. Introduction: Categories of Blogs
    • Many categories of blogs exist, differing on the content delivered, as well as the method in which it is delivered.
    • Within each category of blogs, there are a variety of blog types that can be featured.
      • Ex. A “How-to” blog can be featured within a personal blog
    • Notable blog categories include…
  • 6. Blog Types Personal Blog
  • 7. Blog Types Corporate Blog
  • 8. Blog Types- By Media Type Sketchblog Video Blog (VLog)
  • 9. Blog Types- By Device Mobile Phone Blog (MoBlog)
  • 10. Blog Types- By Genre Politcal Blog
  • 11. Statistics About Blogs: According to “2008 State of the Blogosphere by Technorati”
    • E-Marketer (May 2008)
      • 94.1 million US blog readers in 2007 (~50% of Internet users)
      • 22.6 million US bloggers in 2007 (~12% of Internet users)
    • Bloggers are not a homogenous group
      • Educated and affluent: three out of four U.S. bloggers are college graduates, and 42% have attended graduate school.
      • Generally male dominated
      • Greater than 50% have a household income over $75,000.
    • Although predominantly a US practice (43%) it is a global phenomenon
    • Technorati is now tracking over 70 million blogs, and seeing about 120,000 new blogs being created worldwide each day.
      • That's about 1.4 blogs created every second of every day!
  • 12. Blogs vs Forums Examples of Differences
    • Forums :
      • Rely on responses from the community to initial posts in order to form a discussion, reflecting the interests of the group rather than of an individual.
      • Comments typically segmented by topic
      • Users can pose questions about virtually any related topic
      • Typically create multi-sided conversations
      • More highly structured, often including log-in information.
    • Blogs :
      • Single or group “runs” blog, and posts what he/she decides.
      • Users can post comments, but overall, not generally a discussion base
      • Bloggers can delete what he/she does not like posted on the blog
      • Does not need to be segmented by category
  • 13. Forum Example
  • 14. Corporate vs Personal Blogs
    • Blogs have become increasingly popular and widespread among businesses.
        • Known as a “Corporate Blog”
    • Corporate blogs are published by organizations to reach many of its goals
      • Posts/comments easy to follow due to centralized hosting and structured conversation threads.
      • Used to generate CGC through introduction of new products/services, react to public criticisms, and provide customer assistance
    • Approximately 12.8% of Fortune 500 Companies currently use corp. blogs- “Fortune 500 Business Blogging Wiki”
      • Ex. Google, Dell, Coca-Cola, McDonalds
  • 15. Fortune 500 Blogs Coca-Cola Google
  • 16. Value of Corporate Blogging WOM Online
    • Word of Mouth (WOM) is the starting point in the purchase funnel.
      • It serves as a catalyst to drive consumers to engage, research and purchase.
    • Consumers becoming creators of CGC, presenting their personal experience and opinions of the brand/product.
    • 78% of respondents believe consumer recommendations are the most credible form of advertising - “ Nielsen Global Survey: Wo rd-of-Mouth the Most Powerful Selling Tool Oct 2007”
    • Key Focus upon “Express”
  • 17. CGC Value
    • CGC is becoming a credible, authoritative and ubiquitous rationale for a purchase decision.
      • Online social network users were three times more likely to trust their peers' opinions over advertising when making purchase decisions. ("Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape," JupiterResearch, March 2007)
    • 82% of online shoppers say reviews have a direct influence on what they buy, either changing their minds on which product to buy or to provide reassurance on purchasing their original choice.- Delloite Study
    • According to eMarketer, 65 million people are talking about products and services he/she encounters and 27 million of them do so online (~42% of total)
  • 18. CGC Value
    • User generated content is poised to have a greater impact on marketing goals in the near future.
      • Over 75% of Retail Execs using CGC in their marketing goals.- “Trends in E-Commerce”
    • Social Media’s influence on products prior to purchase is virtually undeniable.
  • 19. Corporate Blogging Why Blog?
    • Put a “face” to your company
      • Ease and access to information is favorable
    • Establish strong repertoire with customers
      • Users may write and respond to blog posts, creating potential continuous dialogue.
      • Dialogue can be more informal, allowing businesses to “speak” more personably, which may increase trust in consumers.
    • Obtain “free” market research
      • May give insight in to consumer likes/dislikes, trends, expectations, etc, which the business can use to cater specifically to current and prospective customers.
    • Help increase brand recognition and may boost traffic to your website
      • Corporate differentiation, leadership and authority.
    • Search engine marketing
      • Blogs can help SEO and keywords within the blog can cause the blog to come up in natural search
  • 20. Corporate Blogging Why Blog?
    • A corporate blog can positively enhance the perception of your business
      • Ex. OpenSkies blog
        • Built up enthusiasm, anticipation, and impacted demand
        • Started conversations that continue today, receiving ongoing feedback.
        • Overwhelmingly positive overall
      • Ex. Avis blog
        • Surpass competitive comment volume to achieve largest share of conversation
        • Reducing customer complaints
        • Voluntary customer advocacy- Peer help
    • Facilitate the conversation
      • “ Continuum of Facilitation”
        • Create “Peer to Peer” conversation and engage in peer service
        • Blog can lead to the user voice, then may lead to conversation on other forums, websites, etc
        • Conversation is happening anyway, why not own or be a part of it?!
    • Can also have negative effects
      • Can become useless and stale if not used properly
      • Can tarnish business reputation (ex. Car body shop)
      • Hard to measure success **
  • 21. Blog Features
    • Utilizing “Friendly URL’S”
      • “ Dirty URL”- http://www. wetryharder .co. uk/ ? p=250
      • “ Friendly URL”- http://www. wetryharder .co. uk/avis-offer-wifi
        • “ Mod rewrite” could be used so that the link to the current URL would change to the new URL without any link loss.
      • Can assist greatly in Search Engine Optimization, as it is more “SEO friendly”
        • Maximizes search engine rankings for the blog.
      • Helps users link to your blog from his/her own blog.
  • 22. Blog Features
    • Include username within context of the blog
      • Calling attention to a specific comment/question indicates someone is actually reading your comment
        • User may feel that his/her comment, question, concern, etc is worthy of being conversed about.
        • User may respond positively and speak about the company in the future, further facilitating the conversation about your brand across social networks
        • Addressing users comments in a helpful fashion may also encourage future contribution to blog content
          • May lead to a post that had not previously been envisioned.
        • Creates sense of COMMUNITY!!
  • 23. Avis “Community” Example
  • 24. Blog Features
    • Include “Tell a Friend”,“E-mail Article”
      • Enables users to either e-mail the post, or link to the post directly from the blog
        • Allows content distribution beyond “first-tier” users
      • Limit the amount of work necessary for a user to provide a current non-user with information from the blog.
      • Messages can be customized
        • Can include Instant Message
      • Help promote WOM and CGC content through facilitation
  • 25. “ E-Mail Link” Feature Marriott Blog
  • 26. Future of Blogs
    • Blog readership expected to increase in coming years
      • eMarketer predicts that more than two-thirds of Internet users will read blogs by 2013.
    • WOM influencers also expected to rise, to almost 20% in the next year.
      • CGC is becoming a well trusted source of information, which can impact purchase decisions and customer perception.
      • The more WOM, the more influencers, the more your company can be affected, both positively and negatively.
    • As CGC becomes more credible and accessible maintaining a corporate blog for facilitation of commentary becomes virtually essential!
  • 27. Final Thoughts…
    • Future for Business blogs?
    • Creative blog features?
    • How to measure success?
    • Final thoughts/questions?