What is a Blog?• Wright (2006) cited in Jin and Fisher Liu (2010) defined blogs as self publishing systems on the internet.• Blogs are – A way of sharing information. – Useful method for multiple authors to contribute content. – Useful for news or crises sites. – Also used as personal diaries, opinion pieces, political statements, photo diaries and types of websites.
Why Blog?• Initial websites did not have a Content management system (CMS) and it was expensive to update websites.• Blogs were a way of adding ‘news’ or ‘latest information’.• Most Blog Tools are free.• Useful for SEO as the ‘recency’ of items means they are found by search engines.
Corporate BloggingAhuja and Medury (2010) claim that CorporateBlogging is primarily about three attributes:1.Information2.Relationships3.Knowledge Management Source: Ahuja and Medury (2010)
Blogging Benefits for Businesses• To foster community and conversation.• To drive traffic to the product website.• To serve as a medium for interaction with consumers.• A tool to interact with partners, marketing intermediaries, associates and components of the external environment. Source: Ahuja and Medury (2010)
Timeline Blogger started 1999, acquired by Google 2003 Wordpress started 2003Figure 1 – Social Media Timeline
Comparison of Blogging ToolsFigure 2 – Comparison of Blogging Tools
Who uses which Blogging Tools?Blogger Wordpress Movable Type Typepad• Twitter • Smart Insights • Huffington Post • Seth Godin• Alexa • Techcrunch • UNIQLO • Salesforce• Evonomie (B2B • Mashable • Panasonic • Amazon marketing) • CNN • Benetton Japan • Marriott• Wife in the North • Reuters • MSN • eBay Figure 3 – Who uses which Blogging Tools?
BlogFrog• http://theblogfrog.com/learn/forblogs.aspx• A new type of blog software, mainly aimed at ‘Mommy Bloggers’ who want to share info and build community quickly.• Available with Facebook login.• Bloggers earning cash for blogging (Wang, 2012).• See examples• http://www.mamakatslosinit.com/blog/• http://www.buriedwithchildren.com/
How to Start BloggingWordPress.com - Step-by-Step Tutorial on How toBloghttp://www.youtube.com/watch?v=MWYi4_COZMUGoogle Bloggerhttp://support.google.com/blogger/bin/answer.py?h
8 Considerations when Starting a free Blog1. What is the focus of your blog?2. What are your objectives?3. Why should people read it?4. URL – what do you want to call your blog?5. And is the name available?6. How will you get traffic?7. How will avoid ‘post fatigue?’8. How will you get viewers to interact?
6 Considerations when Managing a Blog1. Who is responsible for the blog?2. How is it integrated into the marketing strategy?3. Content: original, curated or guest authors?4. How often should you post?5. How long is a post?6. How do you get viewers engaged?7. How do you measure results?
Useful Content• Downloadable documents that offer feature comparisons of your product to your competitors products.• Case studies.• FAQs.• Useful information for customers.Source: Handley (2012)
Questions for you!• Can you easily update your website?• Does your organisation blog? – What are the benefits?• Do your competitors blog? – How does it help their business? – What are the main issues to consider when creating and managing a blog for your organisation?
Bibliography• Ahuja, V and Medury, Y (2010) Corporate blogs as e-CRM tools – Building consumer engagement through content management. Database Marketing & Customer Strategy Management Vol17(2) [online] http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=6&hid=122&sid=b4511553-0f78-412c-8d5 (Accessed 26 June 2012).*• Handley, A (2012) Why content is still king. Entrepreneur, Vol40(1) [online] http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=10&hid=11&sid=b4511553-0f78- 412c-8d59-fd8d59e6cb76%40sessionmgr111 (Accessed 26 June 2012).*• Hanlon, A (2008) B2B Marketing Blog, various posts and analytics [online] http://business2businessmarketing.blogspot.co.uk/ (Accessed 23 June 2012).• Hanlon, A (2012) Blogging and Blog Analytics, Recording on webinar for students, Oxford College of Marketing [online], http://www.oxfordwebinaraddresstogohere (Accessed 28 June 2012).• Hanlon, A and Rees, P (not yet published) Strategic Digital Marketing.
Bibliography• Wang, J (2012) Advertisings new campaign. Entrepreneur, Vol40(4), [online], http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=b4511553-0f78-412c-8d59- fd8d59e6cb76%40sessionmgr111&vid=9&hid=11 (Accessed 22 June 2012). *• Wordpress (n.d.) http://codex.wordpress.org/History (Accessed 22 June 2012).* available from EBSCO databases via MyCIM, Online Resources.