Corporate blogging: Demystified

Corporate Blogging: Demystified Vineet Rajan Director – Strategy and Planning IndiBlogger.in We Blog, Therefore We Are.

A blog is in many ways a continuing conversation IndiBlogger.in We Blog, Therefore We Are.

Also Remember… Your blog is YOUR unedited version of yourself. IndiBlogger.in We Blog, Therefore We Are.

Reality Check : 1 The Basics IndiBlogger.in We Blog, Therefore We Are.

Let’s ask ourselves What is a blog? Who is a blogger? How is it different from a website/portal? What makes a successful blog? Why would you blog? IndiBlogger.in We Blog, Therefore We Are.

Do you BLOG? IndiBlogger.in We Blog, Therefore We Are.

The Business of Blogging! Are the companies blogging or people? What makes a blog - ‘Corporate’? So who is doing it in India? IndiBlogger.in We Blog, Therefore We Are.

Reality Check : 2 Why you REALLY need it IndiBlogger.in We Blog, Therefore We Are.

What you were probably told Blogging helps with Search Engine Optimization Gives you another place to sell Market yourself better Get more visitors. Breaks down corporate barriers. IndiBlogger.in We Blog, Therefore We Are.

They are all true BUT… IndiBlogger.in We Blog, Therefore We Are.

Why you really need it Is a communication channel Builds credibility Cements relationships Builds awareness Helps you segment and target your market better IndiBlogger.in We Blog, Therefore We Are.

Why you really need it Impacts visibility with customers Speed and scale beat traditional marketing People trust people, not your business IndiBlogger.in We Blog, Therefore We Are.

The Most Important Reason! There is no other option! IndiBlogger.in We Blog, Therefore We Are.

Reality Check : 3 Setting Objectives IndiBlogger.in We Blog, Therefore We Are.

Set Business Objectives Increase awareness of your brand or agency Increase positive / decrease negative mentions Improve customer service Drive traffic to a specific site for sales or downloads IndiBlogger.in We Blog, Therefore We Are.

Set Business Objectives Collect feedback from stakeholders Internally: improve knowledge management Innovate through collaboration and crowdsourcing Platform for thought leadership by senior managers IndiBlogger.in We Blog, Therefore We Are.

How do you measure SUCCESS? IndiBlogger.in We Blog, Therefore We Are.

The Right Way! There are 3 dimensions Message (Central, Peripheral) Opinion (Critical, Uncritical) Networking (Low, High) IndiBlogger.in We Blog, Therefore We Are.

ROI: A New Hope What is the Investment ? Engagement Participation Trust Attention Inspection TIME! IndiBlogger.in We Blog, Therefore We Are.

Social Leads Track web traffic breakdowns from all social media sources, Chart the top few sources over time. Measure Referrals as well IndiBlogger.in We Blog, Therefore We Are.

Bounce Rates Are visitors quickly leaving? Landing page needs better, more relevant copy. Information they’re seeking should be easily found! IndiBlogger.in We Blog, Therefore We Are.

Your Network Size Your followers Your subscribers How interactive you are IndiBlogger.in We Blog, Therefore We Are.

Loyalty Are social members evangelizing? How many members re-share? How often do they re-share? IndiBlogger.in We Blog, Therefore We Are.

Conversions Subscriptions, sales (direct or through affiliates) Clicks to buy Clicks on Know More Ask for Quotes IndiBlogger.in We Blog, Therefore We Are.

One more thing.. The following are all UNTRUE! IndiBlogger.in We Blog, Therefore We Are.

Myth 1 Corporate Blogs are out. Facebook/Twitter are in. IndiBlogger.in We Blog, Therefore We Are.

Myth 2 You shouldn’t sell on your blog. IndiBlogger.in We Blog, Therefore We Are.

Myth 3 You always have to produce brilliant content IndiBlogger.in We Blog, Therefore We Are.

Myth 4 Measure success by number of RSS readers or email subscribers IndiBlogger.in We Blog, Therefore We Are.

Myth 5 Your blog will make you a though leader overnight IndiBlogger.in We Blog, Therefore We Are.

Myth 6 Your blog will ring in the sales IndiBlogger.in We Blog, Therefore We Are.

Trends in Corporate Blogging Social Networking enabled blogs Community blogging A separate team and blog owner – Chief Blogger Informal and also humorous Making it a KRA IndiBlogger.in We Blog, Therefore We Are.

Reality Check : 4 Success Factors! IndiBlogger.in We Blog, Therefore We Are.

Critical Success Factors Management Support IndiBlogger.in We Blog, Therefore We Are.

Critical Success Factors The Champions IndiBlogger.in We Blog, Therefore We Are.

Critical Success Factors Education IndiBlogger.in We Blog, Therefore We Are.

Critical Success Factors Setting Clear Goals IndiBlogger.in We Blog, Therefore We Are.

Critical Success Factors Corporate Commitment IndiBlogger.in We Blog, Therefore We Are.

Critical Success Factors Establishing Guidelines IndiBlogger.in We Blog, Therefore We Are.

Critical Success Factors Dialogue! IndiBlogger.in We Blog, Therefore We Are.

Critical Success Factors Crystal Clear Call to Action IndiBlogger.in We Blog, Therefore We Are.

Sorry. I have a habit of saving the best for dialogue IndiBlogger.in We Blog, Therefore We Are.

Here to answer all questions for which we might have vague answers ☺ IndiBlogger.in We Blog, Therefore We Are.

Have you thought about these? Best Practices Worst Possible Blunders How Blogs Integrate into your Online Marketing Strategy Why People fear Blogging CEO Blogging! IndiBlogger.in We Blog, Therefore We Are.

Show of Hands! How many would want to start their own blogs? How many would initiate discussions within the company to start a blog? Would you want to become the blog Champion? IndiBlogger.in We Blog, Therefore We Are.

We are India’s Only Blogger Centric Social Media Strategy Group IndiBlogger.in We Blog, Therefore We Are.

Thank you Vineet Rajan Director – Strategy and Planning Call me +91 99875 59693 Send me an Email vineet@indiblogger.in Visit us at http://indiblogger.in I blog at http://vinni.co.in I tweet on http://twitter.com/vineetrajan IndiBlogger.in We Blog, Therefore We Are.

Sources The Corporate Blogging Book, Debbie Weil Corporate Blogs and Success Criteria: A model for explanation Matthias Schwenk IndiBlogger.in We Blog, Therefore We Are.

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Corporate blogging: Demystified

by Vineet Rajan on May 30, 2010

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