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.

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GBTC Rightsource Corporate Blogging

  1. 1. Why Blogging Should be the Hub of Your Social Media Efforts January 21, 2010 Will Davis [email_address] 410.925.6626 / Mike Sweeney [email_address] 703.935.1496 /
  2. 2. About Right Source Marketing <ul><li>Unique hybrid model </li></ul><ul><li>Tracking and performance are key </li></ul><ul><li>We don’t just execute, we educate </li></ul>
  3. 3. Client Experience:
  4. 4. Recommended Approach to Marketing Efforts
  5. 5. Blog as Your Social Media Hub
  6. 6. What is a Blog? Blogging? <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
  7. 7. Blogging Platforms <ul><li>The importance of your domain for corporate blogs or </li></ul><ul><li>Be careful if you don’t use your own domain i.e. or </li></ul><ul><li>Template Approach vs. Custom Design </li></ul>
  8. 8. Why Talk Blogging Now? Want to Get Left Behind Again?
  9. 9. Why Talk Blogging Now? Want to Get Left Behind Again?
  10. 10. Social Media Growth
  11. 11. Different Types of Blogs
  12. 12. Different Types of Blogs
  13. 13. Our Focus Today: Corporate & Professional Blogging
  14. 14. Typical Blog Components Header/Title Navigation Subscription Offer Ad Ad Blogroll Post
  15. 15. Why Should Organizations Blog - Branding <ul><li>“ 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.” </li></ul><ul><li>Jonathan Schwartz </li></ul><ul><li>Sun CEO </li></ul>
  16. 16. Why Should Organizations Blog - SEO #1 Ranking
  17. 17. Why Should Organizations Blog - SEO
  18. 18. Other Reasons Organizations Should Blog <ul><li>Provides a “human voice” to company </li></ul><ul><li>Thought leadership </li></ul><ul><li>Transparency </li></ul><ul><li>Building community and engagement </li></ul><ul><li>Public relations/crisis management </li></ul><ul><li>Customer service </li></ul><ul><li>… The Same Reasons Organizations Get Involved in Social Media </li></ul>
  19. 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. 20. Writing a Blog Post – Types of Posts <ul><li>Instructional: Tell your audience how to do something </li></ul><ul><li>Informational: Provide information on a topic </li></ul><ul><li>Reviews: Product or service reviews </li></ul><ul><li>Lists: Top 10s, Top 5s, Top 50s, etc. </li></ul><ul><li>Interviews: Recap discussion with interesting people </li></ul><ul><li>Case Studies: Show problem/solution/results </li></ul><ul><li>Link: Providing a link to an interesting article </li></ul><ul><li>Contrast: Compare two options </li></ul><ul><li>Rant: Bring the passion </li></ul><ul><li>Research: Recap your study or someone else’s </li></ul><ul><li>Predictions: Tell us what will be hot in 2010 </li></ul>
  21. 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. 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. 23. The Blog as Your Social Media Hub <ul><li>For all these reasons, your blog’s content can serve as your social media hub in ways your website can’t </li></ul>
  24. 24. The Blog as Your Social Media Hub <ul><li>Without the right content to point to, your social media presence is like a newspaper that’s all headlines and no stories </li></ul><ul><li>Social media without a blog limits your use of social media to brief thoughts with no depth attached </li></ul>
  25. 25. How To Market Your Blog & Blog Content Website
  26. 26. How To Market Your Blog & Blog Content Email
  27. 27. How To Market Your Blog & Blog Content Twitter
  28. 28. How To Market Your Blog & Blog Post Facebook
  29. 29. How To Market Your Blog & Blog Post LinkedIn
  30. 30. How To Market Your Blog & Blog Post Technorati
  31. 31. How To Market Your Blog & Blog Post Industry Sites/Article Sites Using RSS
  32. 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. 33. Measuring Your Blog’s Success - Quantitative Visitors & Sources Content & Stickiness
  34. 34. Measuring Your Blog’s Success - Quantitative
  35. 35. Measuring Your Blog’s Success - Quantitative
  36. 36. Measuring Your Blog’s Success - Qualitative <ul><li>What do you want to get out of it? </li></ul><ul><li>Branding & Awareness Component </li></ul><ul><li>Narrowcasting a Message </li></ul><ul><li>“ Skip the First Meeting” </li></ul>
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