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GBTC Rightsource Corporate Blogging

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Presenters spent an hour with GBTC members covering a real case study of how to implement digital/social media practices with a tie to ROI and brand awareness.

Presenters spent an hour with GBTC members covering a real case study of how to implement digital/social media practices with a tie to ROI and brand awareness.

Published in: Technology, Business
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  • 1. Why Blogging Should be the Hub of Your Social Media Efforts January 21, 2010 Will Davis [email_address] 410.925.6626 twitter.com/willdavis / Mike Sweeney [email_address] 703.935.1496 twitter.com/mjsweeney /
  • 2. About Right Source Marketing
    • Unique hybrid model
    • Tracking and performance are key
    • We don’t just execute, we educate
  • 3. Client Experience:
  • 4. Recommended Approach to Marketing Efforts
  • 5. Blog as Your Social Media Hub
  • 6. What is a Blog? Blogging?
    • A blog is a cost-effective way to communicate quickly with — and get feedback from — your audience of readers, whether they are colleagues, competitors, the media, prospects or customers.
    • A blog is a new way to market your services or products by positioning you and/or your company as thought leaders in highly competitive markets.
    • A blog is just a tool , albeit a cool one. As with any tool, there is a right way and a wrong way to use it. There is proper blogging etiquette.
  • 7. Blogging Platforms
    • The importance of your domain for corporate blogs yourcompany.com/blog or blog.yourcompany.com
    • Be careful if you don’t use your own domain i.e. yourcompany.blogspot.com or yourcompany.wordpress.com
    • Template Approach vs. Custom Design
  • 8. Why Talk Blogging Now? Want to Get Left Behind Again?
  • 9. Why Talk Blogging Now? Want to Get Left Behind Again?
  • 10. Social Media Growth
  • 11. Different Types of Blogs
  • 12. Different Types of Blogs
  • 13. Our Focus Today: Corporate & Professional Blogging
  • 14. Typical Blog Components Header/Title Navigation Subscription Offer Ad Ad Blogroll Post
  • 15. Why Should Organizations Blog - Branding
    • “ The perception of Sun as a faithful and authentic tech company is now very strong. What blogs have done has authenticated the Sun brand more than a billion dollar ad campaign could have done.”
    • Jonathan Schwartz
    • Sun CEO
  • 16. Why Should Organizations Blog - SEO #1 Ranking
  • 17. Why Should Organizations Blog - SEO
  • 18. Other Reasons Organizations Should Blog
    • Provides a “human voice” to company
    • Thought leadership
    • Transparency
    • Building community and engagement
    • Public relations/crisis management
    • Customer service
    • … The Same Reasons Organizations Get Involved in Social Media
  • 19. Common Blogging Objections “ This is going to require a lot of time and resources.” “ Our legal department has hangups with blogging.” “ We don’t have enough to say.” “ We don’t want to take away valuable employees from their primary roles.” “ We’re afraid of opening ourselves up to complaints and criticism.” “ We’re not great at conversational marketing.” “ It’s going to be hard to measure.”
  • 20. Writing a Blog Post – Types of Posts
    • Instructional: Tell your audience how to do something
    • Informational: Provide information on a topic
    • Reviews: Product or service reviews
    • Lists: Top 10s, Top 5s, Top 50s, etc.
    • Interviews: Recap discussion with interesting people
    • Case Studies: Show problem/solution/results
    • Link: Providing a link to an interesting article
    • Contrast: Compare two options
    • Rant: Bring the passion
    • Research: Recap your study or someone else’s
    • Predictions: Tell us what will be hot in 2010
  • 21. How To Write a Good Blog Post #1 Put your audience (the reader) first. #2 Organize your thoughts before writing. #3 Use short paragraphs. #4 Use short sentences. #5 Use simple words.
  • 22. How To Write a Good Blog Post #6 Be specific. #7 Write in a conversational style. #8 Tell stories. #9 Be clear. #10 Write well. Be interesting.
  • 23. The Blog as Your Social Media Hub
    • For all these reasons, your blog’s content can serve as your social media hub in ways your website can’t
  • 24. The Blog as Your Social Media Hub
    • Without the right content to point to, your social media presence is like a newspaper that’s all headlines and no stories
    • Social media without a blog limits your use of social media to brief thoughts with no depth attached
  • 25. How To Market Your Blog & Blog Content Website
  • 26. How To Market Your Blog & Blog Content Email
  • 27. How To Market Your Blog & Blog Content Twitter
  • 28. How To Market Your Blog & Blog Post Facebook
  • 29. How To Market Your Blog & Blog Post LinkedIn
  • 30. How To Market Your Blog & Blog Post Technorati
  • 31. How To Market Your Blog & Blog Post Industry Sites/Article Sites Using RSS
  • 32. How To Market Your Blog & Blog Post “ Sharing” Sites Corporate Materials Digg Personal Email Stumble Upon Email Signature Redd It Direct Mail Delicious Press Release 100s of Others ALL Materials
  • 33. Measuring Your Blog’s Success - Quantitative Visitors & Sources Content & Stickiness
  • 34. Measuring Your Blog’s Success - Quantitative
  • 35. Measuring Your Blog’s Success - Quantitative
  • 36. Measuring Your Blog’s Success - Qualitative
    • What do you want to get out of it?
    • Branding & Awareness Component
    • Narrowcasting a Message
    • “ Skip the First Meeting”

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