Inspiration for
  Innovation:
     The
 Blogosphere
 Social Tech Training
      Jun 2009
Agenda for Today

  Overview: Social Media Today
  Who are the Bloggers & Who’s Reading Blogs?
  Blog Strategies
  Ope...
Overview
The Revolution Will Not Be Televised
Top Takeaways

  Blogs are here to stay
  Bloggers are not who you think
  It’s not just about text
  Blogs are not ne...
What is Web 2.0?

  Web 1.0 = Information and Transaction
  Web 2.0 = Connecting People to People
What is Web 2.0?
Civilisational Shift
Who Are the
Bloggers & Who’s
  Reading Blogs?
Is it just guys in their parents’ basements?
Let’s Take a Look:
Examples of Great Blogs

  Greenpeace
  NRDC Switchboard
  ThinkProgress
  Media Matters
  AK2UK.c...
About blog readers

              About 22% of   American adults read
              blogs

              The median age ...
Arketi 2007 Web Watch Survey
                   100% of  journalists say they rely on the
                   Internet to ...
About bloggers

              10 percent of   Internet users blog

              Only 11 percent of these bloggers talk
...
How Powerful?


  70% of journalists read blogs for breaking news and story ideas
  91% of Congressional offices track b...
Hispanics Online
•    19.5 million Hispanics online –
     most are English speaking or
     bilingual

•    Largest ethni...
Blog Strategies
       Back to the Future
Public
  Relations 2.0
Media outreach now includes bloggers

Traditional Journalists             Bloggers
Gain authority b...
Cheryl’s Tips

  KISS -- Keep it short, sweetie
  Don’t send a press release (send the link)
  Personalize & compliment...
Cory’s Tips

  Have a link that’s relevant and permanent
  Don’t send PDFs
  Send downloadable (sharable) audio or
  vi...
Blog Promotion

  Integrate blog into your outreach
  Send email to your list announcing blog
  Automate tweets from yo...
Blogs & Major Donors
Open Dialogue &
        Exercise
        Let’s hear from you
The Blogs and Your Org

  What’s working for you? – Success Stories
  When didn’t it work? What happened?
10 Min Workshop

  Break into groups,
  Choose 1 org
  Create a quick audience-appropriate blog
  strategy that support...
Blog Resources
                   Find Blogs & Bloggers Using:
                      Technorati, Search.Twitter.com and
...
Top Takeaways

  Blogs are here to stay
  Bloggers are not who you think
  It’s not just about text
  Blogs are not ne...
Cheryl Contee
         www.FissionStrategy.com
email: cheryl@fissionstrategy.com
           mobile: 202.487.8711
         ...
Inspiration for innovation: The blogosphere
Inspiration for innovation: The blogosphere
Inspiration for innovation: The blogosphere
Inspiration for innovation: The blogosphere
Inspiration for innovation: The blogosphere
Inspiration for innovation: The blogosphere
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Inspiration for innovation: The blogosphere

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Top Takeaways
1. Blogs are here to stay
2. Bloggers are not who you think
3. It’s not just about text
4. Blogs are not newsletters, but dialogues
5. Blogs are communities

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Inspiration for innovation: The blogosphere

  1. 1. Inspiration for Innovation: The Blogosphere Social Tech Training Jun 2009
  2. 2. Agenda for Today   Overview: Social Media Today   Who are the Bloggers & Who’s Reading Blogs?   Blog Strategies   Open Dialogue: What’s Working for You?
  3. 3. Overview The Revolution Will Not Be Televised
  4. 4. Top Takeaways   Blogs are here to stay   Bloggers are not who you think   It’s not just about text   Blogs are not newsletters, but dialogues   Blogs are communities
  5. 5. What is Web 2.0?   Web 1.0 = Information and Transaction   Web 2.0 = Connecting People to People
  6. 6. What is Web 2.0?
  7. 7. Civilisational Shift
  8. 8. Who Are the Bloggers & Who’s Reading Blogs? Is it just guys in their parents’ basements?
  9. 9. Let’s Take a Look: Examples of Great Blogs   Greenpeace   NRDC Switchboard   ThinkProgress   Media Matters   AK2UK.com
  10. 10. About blog readers   About 22% of American adults read blogs   The median age of a blog reader is 25-45   Their median household income is $60K to $80K   About 50% have left a comment on a blog   80% of MySpace Users are over 18
  11. 11. Arketi 2007 Web Watch Survey   100% of journalists say they rely on the Internet to help get their job done.   25% of journalists say blogs make their job easier.   60% of journalists say they spend more than 20 hours a week on the Internet. When asked how journalists use the Internet:   98 percent say reading news   97 percent say emailing   93 percent say finding news sources   89 percent say finding story ideas   72 percent say reading blogs   67 percent say watching webinars or webcasts
  12. 12. About bloggers   10 percent of Internet users blog   Only 11 percent of these bloggers talk about policy and politics – most blog about life experiences.   Bloggers tend to be younger   They are equally men and women and are from all over the country.   Bloggers tend to be more ethnically and racially diverse.   27% of bloggers also use Twitter
  13. 13. How Powerful?   70% of journalists read blogs for breaking news and story ideas   91% of Congressional offices track blogs   Only 12% don’t think they matter to the media   75% of time on local blogs, 25% national blogs
  14. 14. Hispanics Online •  19.5 million Hispanics online – most are English speaking or bilingual •  Largest ethnic audience online in U.S. •  89% of Latinos who have a college degree, 70% of Latinos who completed high school, and 31% of Latinos who did not complete high school go online. •  In February 2008 the average Hispanic-American over the age of 11 spent more time online (56%) than watching television (50%) •  More likely than whites to use IM, Internet TV, Mobile Internet, blogs, and multitask
  15. 15. Blog Strategies Back to the Future
  16. 16. Public Relations 2.0 Media outreach now includes bloggers Traditional Journalists Bloggers Gain authority by being: Gain authority by being: -  Objective - Subjective -  Exclusive - Collaborative Your organization’s blog will benefit from passionate opinions backed with facts that attract others to follow and report the story.
  17. 17. Cheryl’s Tips   KISS -- Keep it short, sweetie   Don’t send a press release (send the link)   Personalize & compliment   Link to other bloggers who’ve blogged it/ media who’ve written it   Don’t be afraid to follow up & re-send   A blog isn’t a newspaper; it’s a community center.
  18. 18. Cory’s Tips   Have a link that’s relevant and permanent   Don’t send PDFs   Send downloadable (sharable) audio or video   Add a url to photos   Offer high-res photos   Contact through the stated, preferred means
  19. 19. Blog Promotion   Integrate blog into your outreach   Send email to your list announcing blog   Automate tweets from your blog   Make sure your bloggers are also tweeting other bloggers   Send key blog posts to email list   Include blog in direct mail   Consider Flickr, MySpace and Facebook links   Check comments in all social networks
  20. 20. Blogs & Major Donors
  21. 21. Open Dialogue & Exercise Let’s hear from you
  22. 22. The Blogs and Your Org   What’s working for you? – Success Stories   When didn’t it work? What happened?
  23. 23. 10 Min Workshop   Break into groups,   Choose 1 org   Create a quick audience-appropriate blog strategy that supports your mission
  24. 24. Blog Resources   Find Blogs & Bloggers Using:   Technorati, Search.Twitter.com and BlogPulse   Read Blogs Using:   FireFox, Jott, Bloglines, NewsGator   Launch Blogs Using:   Moveable Type, TypePad, Wordpress, SoapBlox, Blogger
  25. 25. Top Takeaways   Blogs are here to stay   Bloggers are not who you think   It’s not just about text   Blogs are not newsletters, but dialogues   Blogs are communities
  26. 26. Cheryl Contee www.FissionStrategy.com email: cheryl@fissionstrategy.com mobile: 202.487.8711 twitter: ch3ryl
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