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

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

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Pr 2.0 Technology Blogging 2 Presentation Transcript

  • 1. The Future of PR Technology
    • Paul Fabretti
    • Client Services Manager
    • KMP Interactive Marketing & Technology
  • 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.  
  • 4.  
  • 5. The Structure of a Corporate blog
  • 6. What IS the blogosphere ?
  • 7. It is everyday people like YOU and ME
  • 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
  • 9. Stakeholder Influence Analysis
  • 10. Stakeholder Influence Analysis
  • 11. Net Promoters Index
  • 12. Net Promoters Index
  • 13. Buzz Monitoring & Reporting
  • 14. Live Buzz - Biggest Topics
  • 15. Live Buzz - Fastest Growing Topics
  • 16. Live Buzz - Most Popular Sites
  • 17. Jeff Jarvis vs Dell
  • 18. Jeff Jarvis vs Dell
  • 19. Jeff Jarvis vs Dell
  • 20. Jeff Jarvis vs Dell
  • 21. Jeff Jarvis vs Dell
  • 22. DellOutlet - Twitter
  • 23. General Motors - Fast Lane Blog
  • 24. General Motors - Cadillac Drivers’ Log
  • 25. General Motors - FYI Blog
  • 26. Build communities around your business
  • 27. Build communities around your business
  • 28. Integration into a wider campaign
  • 29. Publicise/Promote/Blog about events Internetworld website Internetworld blog
  • 30. Publicise/Promote/Blog about events
  • 31. An accompaniment to e-commerce
  • 32. Demonstrate thought leadership Savile Row Tailor Sheet Metal Company
  • 33. Engage with brand champions
  • 34. Crisis Management McDonalds Beef Hoax Delta Airlines Security Complaints
  • 35.  
  • 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
  • 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
  • 38. How to Promote your business blog Tags Social Bookmarking Blog and RSS feed directories Pinging
  • 39. How to Promote your business blog Claim your blog with Technorati Post with Tags Comment and trackback
  • 40. By 2010, 70% of the content of the web will be user generated
    • IDC/EMC Survey March 2007
    18 MONTHS