GBTC Rightsource Corporate Blogging
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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.

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    GBTC Rightsource Corporate Blogging GBTC Rightsource Corporate Blogging Presentation Transcript

    • 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?
    • Why Talk Blogging Now? Want to Get Left Behind Again?
    • Social Media Growth
    • Different Types of Blogs
    • 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 - 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”