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Where do blogs fit in the current social media ecosystem?

Where do blogs fit in the current social media ecosystem?

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  • 1. Blog 2.0 Blogs in the context of a social media landscape. Peter Flaschner Founder & Creative Director, The Blog Studio Tuesday, June 16, 2009
  • 2. Super quick history Tuesday, June 16, 2009
  • 3. ‘90s blogs first appear Tuesday, June 16, 2009
  • 4. 2004 Blogs go mainstream Tuesday, June 16, 2009
  • 5. Tuesday, June 16, 2009
  • 6. Tuesday, June 16, 2009
  • 7. Around 2005 businesses began using blogs. Tuesday, June 16, 2009
  • 8. Businesses started blogging to communicate and Tuesday, June 16, 2009
  • 9. to connect. Tuesday, June 16, 2009
  • 10. New style of communicating: Tuesday, June 16, 2009
  • 11. Personal Tuesday, June 16, 2009
  • 12. Transparent Tuesday, June 16, 2009
  • 13. A more conversational tone Tuesday, June 16, 2009
  • 14. Why did blogs take off? Tuesday, June 16, 2009
  • 15. Easy to update Tuesday, June 16, 2009
  • 16. Built in sharing Tuesday, June 16, 2009
  • 17. Very expandable Tuesday, June 16, 2009
  • 18. Cheap to get started Tuesday, June 16, 2009
  • 19. Low technical overhead Tuesday, June 16, 2009
  • 20. Underlying all this relative ease is software. Tuesday, June 16, 2009
  • 21. Blogging took off when the software to maintain and update websites got easy. Tuesday, June 16, 2009
  • 22. Blogger WordPress MovableType TypePad Drupal Joomla ExpressionEngine Tuesday, June 16, 2009
  • 23. At this point in history, “blog” can refer to two things: Tuesday, June 16, 2009
  • 24. 1. A weblog. Tuesday, June 16, 2009
  • 25. 2. A platform. Tuesday, June 16, 2009
  • 26. (By which I mean a site powered by a content management system.) Tuesday, June 16, 2009
  • 27. Blog software has evolved into robust, stable, fast, content management software. Tuesday, June 16, 2009
  • 28. So, this brings us to the social media ecosystem. Tuesday, June 16, 2009
  • 29. Where do blogs fit? Tuesday, June 16, 2009
  • 30. Traditionally (if we can use that word) blogs were a spoke in a marketing plan. Tuesday, June 16, 2009
  • 31. Out Micro- Blog door site Corporate POP Print site Face Radio TV book Tuesday, June 16, 2009
  • 32. Increasingly, blogs are becoming the hubs in marketing campaigns. Tuesday, June 16, 2009
  • 33. Micro- Linked Twitter site In POP Blog Print Face Radio TV book Tuesday, June 16, 2009
  • 34. Why? Tuesday, June 16, 2009
  • 35. Consumers want to get a sense of a brand’s character. Tuesday, June 16, 2009
  • 36. A blog is possibly the best place for that to happen. Tuesday, June 16, 2009
  • 37. 1. Increasingly, users have a bunch of small interactions with a brand, spread over a number of locations. Tuesday, June 16, 2009
  • 38. Blogs offer a great platform to tie those experiences together. Tuesday, June 16, 2009
  • 39. 2. Online behaviour has changed. Tuesday, June 16, 2009
  • 40. Users expect to have a voice in their online experience. Tuesday, June 16, 2009
  • 41. 3. Blogs don’t have to look like “blogs”. Tuesday, June 16, 2009
  • 42. 4. Blogs have sharing and communicating built into their DNA. Tuesday, June 16, 2009
  • 43. RSS feeds, commenting, email-to-a-friend, search, are all built in. Tuesday, June 16, 2009
  • 44. 5. Usually optimized for search engines. Tuesday, June 16, 2009
  • 45. Tend to perform pretty well on search results. Tuesday, June 16, 2009
  • 46. 6. Most importantly, most blog software is open source. Tuesday, June 16, 2009
  • 47. Rapid development Tuesday, June 16, 2009
  • 48. Very up to date Tuesday, June 16, 2009
  • 49. This high tech blog software makes it relatively easy to aggregate an org’s online activity. Tuesday, June 16, 2009
  • 50. In other words, a website built on blog software can AUTOMATICALLY collate activity on a bunch of different platforms. Tuesday, June 16, 2009
  • 51. Why is this aggregation important? Tuesday, June 16, 2009
  • 52. As orgs engage users in new and different spheres, it’s important to collect (and share) a full record. Tuesday, June 16, 2009
  • 53. In other words, you want your Facebook fans and Twitter followers to have access to the same content. Tuesday, June 16, 2009
  • 54. Beyond aggregation though, blogs have an important place in the social media ecosystem. Tuesday, June 16, 2009
  • 55. They’re easy to update, so they get used. Tuesday, June 16, 2009
  • 56. Blogs in general have become the norm. Tuesday, June 16, 2009
  • 57. The White House has a blog. Tuesday, June 16, 2009
  • 58. Flexible look and feel. Tuesday, June 16, 2009
  • 59. Relatively low cost to create (relative to enterprise CMS). Tuesday, June 16, 2009
  • 60. Very measurable. Tuesday, June 16, 2009
  • 61. I really believe the future of business blogging is in aggregating outside content (Twitter, Facebook, etc) and weaving together a cohesive story. Tuesday, June 16, 2009
  • 62. It makes sense to be present in multiple spots in the social media ecosystem. Tuesday, June 16, 2009
  • 63. Use a blog as your home base and link back from the spokes. Tuesday, June 16, 2009
  • 64. Resources • WordPress (www.wordpress.org) • ExpressionEngine (www.expressionengine.com) • The Blog Studio (www.theblogstudio.com) • The Guide to Business Blogging (www.theblogstudio.com/guide-to-business- blogging-v2.pdf) Tuesday, June 16, 2009
  • 65. Peter Flaschner peter@peterflaschner.com twitter.com/flashlight Tuesday, June 16, 2009