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Corporate Blogging:
Demystified



                                                                              Vineet	
 ...
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,	
  Therefor...
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...
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...
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
...
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
...
Why you really need it

  Impacts visibility with customers
  Speed and scale beat traditional marketing
  People trust...
The Most Important Reason!



 There is no other
     option!

    IndiBlogger.in	
  
    We	
  Blog,	
  Therefore	
  We	
...
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
   mention...
Set Business Objectives

  Collect feedback from stakeholders
  Internally: improve knowledge management
  Innovate thr...
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)
    Netw...
Goals




                                               Success




                                                     ...
ROI: A New Hope

  What is the Investment ?

    Engagement
    Participation
    Trust
    Attention
    Inspection...
Social Leads

  Track web traffic breakdowns from all
   social media sources,
  Chart the top few sources over time.
 ...
Bounce Rates

  Are visitors quickly leaving?
  Landing page needs better,
   more relevant copy.
  Information they’re...
Your Network Size

  Your followers
  Your subscribers
  How interactive
  you are




      IndiBlogger.in	
  
      W...
Loyalty
  Are social members
   evangelizing?
  How many members
   re-share?
  How often do they
   re-share?




    ...
Conversions
  Subscriptions, sales (direct or
   through affiliates)
  Clicks to buy
  Clicks on Know More
  Ask for Q...
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	
 ...
Myth 2

  You shouldn’t sell on your
            blog.




    IndiBlogger.in	
  
    We	
  Blog,	
  Therefore	
  We	
  Ar...
Myth 3

 You always have to produce
       brilliant content




    IndiBlogger.in	
  
    We	
  Blog,	
  Therefore	
  We...
Myth 4

Measure success by number of
    RSS readers or email
         subscribers




    IndiBlogger.in	
  
    We	
  Bl...
Myth 5

  Your blog will make you a
   though leader overnight




    IndiBlogger.in	
  
    We	
  Blog,	
  Therefore	
  ...
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 –...
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...
Critical Success Factors




Dialogue!




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




Crystal Clear
Call to Action




        IndiBlogger.in	
  
        We	
  Blog,	
  Therefore	...
Sorry.




    I have a habit of saving the best for
                                dialogue

     IndiBlogger.in	
  
   ...
?
?                                     Here to answer all questions
                                      for which we mi...
Have you thought about these?

  Best Practices
  Worst Possible Blunders
  How Blogs Integrate into your Online
   Mar...
Show of Hands!

  How many would want to start their own
   blogs?
  How many would initiate discussions within
   the c...
We are

India’s Only Blogger Centric Social
       Media Strategy Group



 IndiBlogger.in	
  
 We	
  Blog,	
  Therefore	
...
Thank you

Vineet Rajan
   Director – Strategy and Planning
   Call me +91 99875 59693
   Send me an Email vineet@indib...
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Corporate Blogging - Vineet Rajan

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Transcript of "Corporate Blogging - Vineet Rajan"

  1. 1. Corporate Blogging: Demystified Vineet  Rajan   Director  –  Strategy  and  Planning   IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  2. 2. A blog is in many ways a continuing conversation IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  3. 3. Also Remember… Your blog is YOUR unedited version of yourself. IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  4. 4. Reality Check : 1 The Basics IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  5. 5. 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.  
  6. 6. Do you BLOG? IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  7. 7. 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.  
  8. 8. Reality Check : 2 Why you REALLY need it IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  9. 9. 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.  
  10. 10. They are all true BUT… IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  11. 11. 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.  
  12. 12. 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.  
  13. 13. The Most Important Reason! There is no other option! IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  14. 14. Reality Check : 3 Setting Objectives IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  15. 15. 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.  
  16. 16. 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.  
  17. 17. How do you measure SUCCESS? IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  18. 18. The Right Way!   There are 3 dimensions   Message (Central, Peripheral)   Opinion (Critical, Uncritical)   Networking (Low, High) IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  19. 19. Goals Success Status IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  20. 20. ROI: A New Hope   What is the Investment ?   Engagement   Participation   Trust   Attention   Inspection   TIME! IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  21. 21. 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.  
  22. 22. 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.  
  23. 23. Your Network Size   Your followers   Your subscribers   How interactive you are IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  24. 24. Loyalty   Are social members evangelizing?   How many members re-share?   How often do they re-share? IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  25. 25. Conversions   Subscriptions, sales (direct or through affiliates)   Clicks to buy   Clicks on Know More   Ask for Quotes IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  26. 26. One more thing.. The following are all UNTRUE! IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  27. 27. Myth 1 Corporate Blogs are out. Facebook/Twitter are in. IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  28. 28. Myth 2 You shouldn’t sell on your blog. IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  29. 29. Myth 3 You always have to produce brilliant content IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  30. 30. Myth 4 Measure success by number of RSS readers or email subscribers IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  31. 31. Myth 5 Your blog will make you a though leader overnight IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  32. 32. Myth 6 Your blog will ring in the sales IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  33. 33. 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.  
  34. 34. Reality Check : 4 Success Factors! IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  35. 35. Critical Success Factors Management Support IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  36. 36. Critical Success Factors The Champions IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  37. 37. Critical Success Factors Education IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  38. 38. Critical Success Factors Setting Clear Goals IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  39. 39. Critical Success Factors Corporate Commitment IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  40. 40. Critical Success Factors Establishing Guidelines IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  41. 41. Critical Success Factors Dialogue! IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  42. 42. Critical Success Factors Crystal Clear Call to Action IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  43. 43. Sorry. I have a habit of saving the best for dialogue IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  44. 44. ? ? Here to answer all questions for which we might have vague answers  IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  45. 45. 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.  
  46. 46. 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.  
  47. 47. We are India’s Only Blogger Centric Social Media Strategy Group IndiBlogger.in   We  Blog,  Therefore  We  Are.  
  48. 48. 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.  
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