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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Transcript

  • 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 Disboards.com
  • 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?