GBTC Rightsource Corporate Blogging

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 /

About Right Source Marketing
Unique hybrid model
Tracking and performance are key
We don’t just execute, we educate

Client Experience:

Recommended Approach to Marketing Efforts

Blog as Your Social Media Hub

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.

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

Why Talk Blogging Now? Want to Get Left Behind Again?

Social Media Growth

Different Types of Blogs

Our Focus Today: Corporate & Professional Blogging

Typical Blog Components Header/Title Navigation Subscription Offer Ad Ad Blogroll Post

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

Why Should Organizations Blog - SEO #1 Ranking

Why Should Organizations Blog - SEO

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

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.”

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

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.

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.

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

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

How To Market Your Blog & Blog Content Website

How To Market Your Blog & Blog Content Email

How To Market Your Blog & Blog Content Twitter

How To Market Your Blog & Blog Post Facebook

How To Market Your Blog & Blog Post LinkedIn

How To Market Your Blog & Blog Post Technorati

How To Market Your Blog & Blog Post Industry Sites/Article Sites Using RSS

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

Measuring Your Blog’s Success - Quantitative Visitors & Sources Content & Stickiness

Measuring Your Blog’s Success - Quantitative

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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GBTC Rightsource Corporate Blogging

by Greater Baltimore Technology Council on Jan 25, 2010

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GBTC Rightsource Corporate Blogging — Presentation Transcript