Pr 2.0 Technology Blogging 2


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An overview of blogging and how it can be integrated into PR practice

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Pr 2.0 Technology Blogging 2

  1. 1. The Future of PR Technology <ul><li>Paul Fabretti </li></ul><ul><li>Client Services Manager </li></ul><ul><li>KMP Interactive Marketing & Technology </li></ul>
  2. 2. Blog Basics - What is a blog? Conversations - How we monitor them Case Studies - How business is using blogs Other things to consider What are we talking about?
  3. 5. The Structure of a Corporate blog
  4. 6. What IS the blogosphere ?
  5. 7. It is everyday people like YOU and ME
  6. 8. Stakeholder Influence Analysis Who are the people with influence or that shape the opinions of others? So how do you find the people and topics that matter? Buzz Monitoring & Reporting What is the sentiment of conversations? How is it changing? Net Promoters Index Take a particular topic and extract the positive comments from the negative ones
  7. 9. Stakeholder Influence Analysis
  8. 10. Stakeholder Influence Analysis
  9. 11. Net Promoters Index
  10. 12. Net Promoters Index
  11. 13. Buzz Monitoring & Reporting
  12. 14. Live Buzz - Biggest Topics
  13. 15. Live Buzz - Fastest Growing Topics
  14. 16. Live Buzz - Most Popular Sites
  15. 17. Jeff Jarvis vs Dell
  16. 18. Jeff Jarvis vs Dell
  17. 19. Jeff Jarvis vs Dell
  18. 20. Jeff Jarvis vs Dell
  19. 21. Jeff Jarvis vs Dell
  20. 22. DellOutlet - Twitter
  21. 23. General Motors - Fast Lane Blog
  22. 24. General Motors - Cadillac Drivers’ Log
  23. 25. General Motors - FYI Blog
  24. 26. Build communities around your business
  25. 27. Build communities around your business
  26. 28. Integration into a wider campaign
  27. 29. Publicise/Promote/Blog about events Internetworld website Internetworld blog
  28. 30. Publicise/Promote/Blog about events
  29. 31. An accompaniment to e-commerce
  30. 32. Demonstrate thought leadership Savile Row Tailor Sheet Metal Company
  31. 33. Engage with brand champions
  32. 34. Crisis Management McDonalds Beef Hoax Delta Airlines Security Complaints
  33. 36. Tone of voice Formal, friendly, colloquial Content entry and SEO Tag number and naming, linking, images, keyword density, post length Blog type Retail, Customer Service, Thought-Leadership/Innovation, Sales Blog management (a) Define structure: Admins, authors, contributors, approval process Other factors to consider
  34. 37. Moderation Who and how are you going to manage the conversation? Blogger Outreach How are you going to engage with influencers and who is going to do it? Legal Lay solid foundations for a safe blogging environment. Let everyone know where they stand. Other factors to consider Blog management (b) How often, when, who, coordination with other channels
  35. 38. How to Promote your business blog Tags Social Bookmarking Blog and RSS feed directories Pinging
  36. 39. How to Promote your business blog Claim your blog with Technorati Post with Tags Comment and trackback
  37. 40. By 2010, 70% of the content of the web will be user generated <ul><li>IDC/EMC Survey March 2007 </li></ul>18 MONTHS
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