Corporate Blogging - Vineet Rajan

Corporate Blogging - Vineet Rajan



Corporate Blogging plays an integral

Corporate Blogging plays an integral



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Corporate Blogging - Vineet Rajan Corporate Blogging - Vineet Rajan Presentation Transcript

  • Corporate Blogging: Demystified Vineet  Rajan   Director  –  Strategy  and  Planning   We  Blog,  Therefore  We  Are.  
  • A blog is in many ways a continuing conversation   We  Blog,  Therefore  We  Are.  
  • Also Remember… Your blog is YOUR unedited version of yourself.   We  Blog,  Therefore  We  Are.  
  • Reality Check : 1 The Basics   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?   We  Blog,  Therefore  We  Are.  
  • Do you BLOG?   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?   We  Blog,  Therefore  We  Are.  
  • Reality Check : 2 Why you REALLY need it   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.   We  Blog,  Therefore  We  Are.  
  • They are all true BUT…   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   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   We  Blog,  Therefore  We  Are.  
  • The Most Important Reason! There is no other option!   We  Blog,  Therefore  We  Are.  
  • Reality Check : 3 Setting Objectives   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   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   We  Blog,  Therefore  We  Are.  
  • How do you measure SUCCESS?   We  Blog,  Therefore  We  Are.  
  • The Right Way!   There are 3 dimensions   Message (Central, Peripheral)   Opinion (Critical, Uncritical)   Networking (Low, High)   We  Blog,  Therefore  We  Are.  
  • Goals Success Status   We  Blog,  Therefore  We  Are.  
  • ROI: A New Hope   What is the Investment ?   Engagement   Participation   Trust   Attention   Inspection   TIME!   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   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!   We  Blog,  Therefore  We  Are.  
  • Your Network Size   Your followers   Your subscribers   How interactive you are   We  Blog,  Therefore  We  Are.  
  • Loyalty   Are social members evangelizing?   How many members re-share?   How often do they re-share?   We  Blog,  Therefore  We  Are.  
  • Conversions   Subscriptions, sales (direct or through affiliates)   Clicks to buy   Clicks on Know More   Ask for Quotes   We  Blog,  Therefore  We  Are.  
  • One more thing.. The following are all UNTRUE!   We  Blog,  Therefore  We  Are.  
  • Myth 1 Corporate Blogs are out. Facebook/Twitter are in.   We  Blog,  Therefore  We  Are.  
  • Myth 2 You shouldn’t sell on your blog.   We  Blog,  Therefore  We  Are.  
  • Myth 3 You always have to produce brilliant content   We  Blog,  Therefore  We  Are.  
  • Myth 4 Measure success by number of RSS readers or email subscribers   We  Blog,  Therefore  We  Are.  
  • Myth 5 Your blog will make you a though leader overnight   We  Blog,  Therefore  We  Are.  
  • Myth 6 Your blog will ring in the sales   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   We  Blog,  Therefore  We  Are.  
  • Reality Check : 4 Success Factors!   We  Blog,  Therefore  We  Are.  
  • Critical Success Factors Management Support   We  Blog,  Therefore  We  Are.  
  • Critical Success Factors The Champions   We  Blog,  Therefore  We  Are.  
  • Critical Success Factors Education   We  Blog,  Therefore  We  Are.  
  • Critical Success Factors Setting Clear Goals   We  Blog,  Therefore  We  Are.  
  • Critical Success Factors Corporate Commitment   We  Blog,  Therefore  We  Are.  
  • Critical Success Factors Establishing Guidelines   We  Blog,  Therefore  We  Are.  
  • Critical Success Factors Dialogue!   We  Blog,  Therefore  We  Are.  
  • Critical Success Factors Crystal Clear Call to Action   We  Blog,  Therefore  We  Are.  
  • Sorry. I have a habit of saving the best for dialogue   We  Blog,  Therefore  We  Are.  
  • ? ? Here to answer all questions for which we might have vague answers    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!   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?   We  Blog,  Therefore  We  Are.  
  • We are India’s Only Blogger Centric Social Media Strategy Group   We  Blog,  Therefore  We  Are.  
  • Thank you Vineet Rajan   Director – Strategy and Planning   Call me +91 99875 59693   Send me an Email   Visit us at   I blog at   I tweet on   We  Blog,  Therefore  We  Are.