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Katie Laird
klaird@schipul.com
www.schipul.com // www.happykatie.com    http://flickr.com/photos/eschipul/2564813146/



Yo...
What we’ll talk about...

  • Blogging Basics


  • Business Blogs in action


  • How to start your Business Blog


  • T...
That Blogging, it’s so hot
        right now
It’s part of an online conversation...
... you talk, they talk back, you listen, you grow.
But what makes
a Blog a Blog?
A rather dry Blogging checklist

• Transparency


• Conversational tone


• Genuine passion for a subject


• Feedback mec...
But it’s so much more....
Let’s look at some
Real Live Business Blogs
Company Blogs
Boeing B2B Flight Test Journal
www.boeing.com/commercial/777family
Tendenci Software Blog (the geeky)
http://blog.tendenci.com
Training and
Webinar scheduling



                Group funding
                requests




         Software Tips
     ...
http://flickr.com/photos/mewtate/512269687/



Sometimes Blogging means making lemonade - FAST!
‘Security Comes First’

        In the face of potential crisis:
        • Be painfully open
        • Transparency
      ...
The Happy Ending…


                                                               “Within 24 hours these issues had
     ...
Thought Leader Blog
Event marketing company shares the love
www.eventmarketing.zvents.com
CEO Blog
GM grooves on the online community’s input

                                        ‘After years of reading
              ...
Meet Ed - photographer, economist and... my boss




Brand to Be Determined - Ed Schipul’s Blog
www.brandtobedetermined.com
How to use a Business Blog
(from The Corporate Blogging Book by Debbie Weil)
1. Be a (generous) thought leader




     The SEM Blog (the brainy)
     www.thesemblog.com
Nifty how-to’s and
instructional posts



                      Training and
                      service
               ...
Good enough to steal?


                                                         http://www.themediaslut.com/2008/02/932

...
2. Build your community




Houston Zoo Blog
www.houstonzooblog.com
3. Customer Relations




The Everything Typepad Blog
http://everything.typepad.com
4. Conferences and Events




PRSA International 2007 Conference
www.prsaconference07.info
5. Build your Brand




Photojojo Blog
www.photojojo.com/content
6. Customer Evangelists


 Your options:
• Ignore
• Get mad
• Love and reward




Starbucks Gossip
http://starbucksgossip....
7. Viral marketing - the good and the bad




                         http://cloverfieldclues.blogspot.com




           ...
8. Blog is the new Web site




Houston Dr. Sketchy
www.houstonsketchy.com
Let’s take a quick breather!
Starting a Blog:
Embrace the Chaos
A quick overview, before we dive in
1. Track the conversation

2. Read Blogs like they are going out of style (feed reader...
They are already
   talking about you...
but what are they saying?
1. Track the conversation and find out!

                                 www,technorati.com/watchlist
                    ...
Tracking the online conversation...

Further online Reputation Management




  Google Trends search:
  www.google.com/tre...
Tracking the online conversation...

How do you compare to your competition?




                                         ...
Find something less-than-great
  about your business online?
Deal with it! NOW!
Tracking the online conversation...

Timeliness and sincerity mean everything

• Draft response strategy beforehand


• If...
2. Find awesome Blogs to read and learn from
www.technorati.com // www.blogsearch.google.com
Love thy feed reader!
www.google.com/reader
http://flickr.com/photos/geekette/212455285/



                                               Let’s get personal.
3. Create your Personal Brand

• Keep it consistent EVERYWHERE


• Create an Avatar


• Add important links / personal
  b...
4. Participate in the Community

• Consider this your WARM UP


• Figure out how to interact on
  Blogs via commenting


•...
5. Be generous with your Brain Candy
Ways to share stuff you like...

Facebook - Not just for college kids

• Grow your brain


• Join other online parts of Bl...
Ways to share stuff you like...

Link sharing, relationship building via micro-blogs




                                 ...
6. Strategy, strategy, strategy

• What do you want to happen? Define ‘Success’


  • Hits to your Web site / special landi...
7. Get Blogging!

• Set up a fast template
  Blog


• Start simple - match
  branding graphics later


• 5 posts before ‘l...
8. Keep up the Blogging magic

• Write regularly (2x week optimal)


• Comment regularly


• LINK LOVE!!!! At least 1 link...
Keep up the Blogging magic...

Random Blog post ideas

• Invite guest Blogger to write on industry or event topics


• Int...
Keep up the Blogging magic...

Blog post cheats (b/c life gets busy!!)

• Round up of news snippets and links to
  other B...
Keep up the Blogging magic...

Rich Media = happy eyeballs and more readers

• Use other free online social networks to
  ...
Qualified traffic is good – link regularly, link well




                                                http://flickr.co...
9. Follow up with your Community

• Respond to comments and emails
  fast and openly


• Get to know your visitors and the...
10. Track your success and adjust accordingly

• High traffic time?


• Post topics particularly hot?


• What are your rea...
Tracking your success....

  Statistics are available, numbers work...




Google Analytics (free and track your PPC)
www....
Tracking your success....

  Stats just a click away...




Built-in Blog utility traffic meters
www.typepad.com
Tracking your success....

 Learn about your RSS subscribers




Feedburner (free)
www.feedburner.com
But it’s really all about the people
Tracking your success....

The Human Bottom Line

• Who are you connecting?


• What relationships are you building?


• A...
Bling Bling
Badges of honor - make your brand portable

• Let your visitors take your brand
                                      http...
Widget what?????

• Handy little ‘thingies’ that do stuff
   • Useful
   • Promotional
   • Personal (content aggregator)
...
Make your life easier: Windows Live Writer




                  http://windowslivewriter.spaces.live.com/
Blog (say) what you mean to Blog (say)

• Google wants to be your Blog’s
 best friend (seriously)
• Freebie Search Engine ...
Quickie Social Media To-Do’s

1. Read blogs
   (find them on www.technorati.com)


2. Set up an RSS Feed Reader
   (www.goo...
Social Media is a constant learning process
But a fun one!!! So enjoy :)
Thanks for participating today!


  Katie Laird
  Schipul – The Web Marketing Company
     www.schipul.com / www.tendenci....
Blogging for Business - An introduction to playing in the Blogosphere
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Blogging for Business - An introduction to playing in the Blogosphere

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As more businesses begin seeing their clients and competition online, many companies are trying to wrap their brains around entering the Blogosphere. While Blogging is certainly not for all businesses and companies, this presentation takes a good look at how other organizations are jumping into the online conversation, ways to use Business Blogging and tips/tricks to make the Blogging life a little easier.

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Transcript of "Blogging for Business - An introduction to playing in the Blogosphere"

  1. 1. Katie Laird klaird@schipul.com www.schipul.com // www.happykatie.com http://flickr.com/photos/eschipul/2564813146/ Your Business and the Blogosphere Keeping your business hopping and jumping as never before
  2. 2. What we’ll talk about... • Blogging Basics • Business Blogs in action • How to start your Business Blog • Tips, tricks and Blog Bling Blogging for Business, Blogging for the People
  3. 3. That Blogging, it’s so hot right now
  4. 4. It’s part of an online conversation...
  5. 5. ... you talk, they talk back, you listen, you grow.
  6. 6. But what makes a Blog a Blog?
  7. 7. A rather dry Blogging checklist • Transparency • Conversational tone • Genuine passion for a subject • Feedback mechanisms • Community participation and interaction • Knowledge sharing
  8. 8. But it’s so much more....
  9. 9. Let’s look at some Real Live Business Blogs
  10. 10. Company Blogs
  11. 11. Boeing B2B Flight Test Journal www.boeing.com/commercial/777family
  12. 12. Tendenci Software Blog (the geeky) http://blog.tendenci.com
  13. 13. Training and Webinar scheduling Group funding requests Software Tips and Tricks
  14. 14. http://flickr.com/photos/mewtate/512269687/ Sometimes Blogging means making lemonade - FAST!
  15. 15. ‘Security Comes First’ In the face of potential crisis: • Be painfully open • Transparency • FAST • Publically appreciative / apologetic A crisis is not the time to start a Blog, but it’s a darn great time to already have one.
  16. 16. The Happy Ending… “Within 24 hours these issues had been addressed and, even more surprisingly, Schipul posted this issue and resolution to their blog… This rapid, public response exemplifies a company who seeks to protect their brand, customer and end user…” http://holisticinfosec.blogspot.com/2008/02/fastest-fix-in-west-vendors-excellent.html
  17. 17. Thought Leader Blog
  18. 18. Event marketing company shares the love www.eventmarketing.zvents.com
  19. 19. CEO Blog
  20. 20. GM grooves on the online community’s input ‘After years of reading and reacting to the automotive press, I finally get to put the shoe on the other foot. In the age of the Internet, anyone can be a ‘journalist’.’ ~Bob Lutz FastLane Blog - GM’s Bob Lutz http://fastlane.gmblogs.com/archives/bob_lutz
  21. 21. Meet Ed - photographer, economist and... my boss Brand to Be Determined - Ed Schipul’s Blog www.brandtobedetermined.com
  22. 22. How to use a Business Blog (from The Corporate Blogging Book by Debbie Weil)
  23. 23. 1. Be a (generous) thought leader The SEM Blog (the brainy) www.thesemblog.com
  24. 24. Nifty how-to’s and instructional posts Training and service announcements Industry news and geek gossip
  25. 25. Good enough to steal? http://www.themediaslut.com/2008/02/932 http://www.thesemblog.com/2007/12/social-media-my.html http://www.imediaconnection.com/content/18417.asp
  26. 26. 2. Build your community Houston Zoo Blog www.houstonzooblog.com
  27. 27. 3. Customer Relations The Everything Typepad Blog http://everything.typepad.com
  28. 28. 4. Conferences and Events PRSA International 2007 Conference www.prsaconference07.info
  29. 29. 5. Build your Brand Photojojo Blog www.photojojo.com/content
  30. 30. 6. Customer Evangelists Your options: • Ignore • Get mad • Love and reward Starbucks Gossip http://starbucksgossip.typepad.com
  31. 31. 7. Viral marketing - the good and the bad http://cloverfieldclues.blogspot.com Flogs (fake Blogs) = bad
  32. 32. 8. Blog is the new Web site Houston Dr. Sketchy www.houstonsketchy.com
  33. 33. Let’s take a quick breather!
  34. 34. Starting a Blog: Embrace the Chaos
  35. 35. A quick overview, before we dive in 1. Track the conversation 2. Read Blogs like they are going out of style (feed reader!) 3. Develop Personal Brand 4. Participate in the Community 5. Be generous with your brain candy 6. Strategy, strategy, strategy 7. Start Blogging (slow but steady) 8. Keep it up, baby! 9. Follow up with your Community http://www.flickr.com/photos/nosuchsoul/2551417931/ 10. Track your success and adjust accordingly
  36. 36. They are already talking about you... but what are they saying?
  37. 37. 1. Track the conversation and find out! www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  38. 38. Tracking the online conversation... Further online Reputation Management Google Trends search: www.google.com/trends Technorati search: www.technorati.com
  39. 39. Tracking the online conversation... How do you compare to your competition? www.blogpulse.com Great visuals to track you and your competition’s online activity and Buzz
  40. 40. Find something less-than-great about your business online?
  41. 41. Deal with it! NOW!
  42. 42. Tracking the online conversation... Timeliness and sincerity mean everything • Draft response strategy beforehand • If you need to say you’re sorry: mean it and back it up with visible action! • A crisis is NOT the time to start a Blog • Respond personally and publicly
  43. 43. 2. Find awesome Blogs to read and learn from www.technorati.com // www.blogsearch.google.com
  44. 44. Love thy feed reader! www.google.com/reader
  45. 45. http://flickr.com/photos/geekette/212455285/ Let’s get personal.
  46. 46. 3. Create your Personal Brand • Keep it consistent EVERYWHERE • Create an Avatar • Add important links / personal brands to your email footers • Promote your employee Personal Brands (www.schipul.com/ happykatie) Happykatie!
  47. 47. 4. Participate in the Community • Consider this your WARM UP • Figure out how to interact on Blogs via commenting • Email Bloggers with tips, suggestions and praise (EGOS!!) • Share links that you love with people you like
  48. 48. 5. Be generous with your Brain Candy
  49. 49. Ways to share stuff you like... Facebook - Not just for college kids • Grow your brain • Join other online parts of Blogging communities • Share your knowledge with: - Facebook apps - ‘Share’ feature - News feed www.facebook.com
  50. 50. Ways to share stuff you like... Link sharing, relationship building via micro-blogs www.twitter.com
  51. 51. 6. Strategy, strategy, strategy • What do you want to happen? Define ‘Success’ • Hits to your Web site / special landing page • Newsletter sign up • Number of comments or link outs • Embeds of your content or widget • Raised funds • Number of YouTube video favorites, etc.
  52. 52. 7. Get Blogging! • Set up a fast template Blog • Start simple - match branding graphics later • 5 posts before ‘launch’ Easy as:
  53. 53. 8. Keep up the Blogging magic • Write regularly (2x week optimal) • Comment regularly • LINK LOVE!!!! At least 1 link a post • Reach out to other Social Networks to grow community • Use images as much as humanly possible http://www.flickr.com/photos/kt/120468504/
  54. 54. Keep up the Blogging magic... Random Blog post ideas • Invite guest Blogger to write on industry or event topics • Interview clients, organization speakers, management team (podcast) • Post photos from recent company event or outing • Tips & Tricks for your business or industry • Quote of the Day (with links) • Community or industry organization events and info • ‘Favorite Helpful Links’ series http://www.flickr.com/photos/gla/438729143/
  55. 55. Keep up the Blogging magic... Blog post cheats (b/c life gets busy!!) • Round up of news snippets and links to other Blogs • Social bookmarking links - automatically updated! • Liveblog a conference (you’re taking notes anyway...) www.ma.gnolia.com • Ask your Community to create content for YOU - contests, giveaways
  56. 56. Keep up the Blogging magic... Rich Media = happy eyeballs and more readers • Use other free online social networks to host or discover Rich Media: • Video: • www.youtube.com • www.vimeo.com • Photos: • www.flickr.com • Audio: • www.seeqpod.com
  57. 57. Qualified traffic is good – link regularly, link well http://flickr.com/photos/poagao/367128550/
  58. 58. 9. Follow up with your Community • Respond to comments and emails fast and openly • Get to know your visitors and their sites (participate) • Be generous with your links and props - it comes back to you • Set up a Blog Roll • Keep up with those Google Alerts
  59. 59. 10. Track your success and adjust accordingly • High traffic time? • Post topics particularly hot? • What are your readers excited about? • Who are your top referrers? • How are they consuming your info? http://www.flickr.com/photos/8136496@N05/2327243497/ • Feed readers? • Email subscriptions?
  60. 60. Tracking your success.... Statistics are available, numbers work... Google Analytics (free and track your PPC) www.google.com/analytics
  61. 61. Tracking your success.... Stats just a click away... Built-in Blog utility traffic meters www.typepad.com
  62. 62. Tracking your success.... Learn about your RSS subscribers Feedburner (free) www.feedburner.com
  63. 63. But it’s really all about the people
  64. 64. Tracking your success.... The Human Bottom Line • Who are you connecting? • What relationships are you building? • Are you crossing online and offline marketing to reach the masses? • Are you having fun and getting smarter? www.flickr.com/photos/eschipul/2561315154/ www.carolinecollective.cc
  65. 65. Bling Bling
  66. 66. Badges of honor - make your brand portable • Let your visitors take your brand http://www.librarything.com/extras.php with them http://www.flickr.com/badge.gne • Easily embedded / shared graphics that show interests or affiliation • Cooler than a boring logo and much more interactive
  67. 67. Widget what????? • Handy little ‘thingies’ that do stuff • Useful • Promotional • Personal (content aggregator) • Create or consume: • http://widgets.yahoo.com • www.sproutbuilder.com • www.widgetbox.com
  68. 68. Make your life easier: Windows Live Writer http://windowslivewriter.spaces.live.com/
  69. 69. Blog (say) what you mean to Blog (say) • Google wants to be your Blog’s best friend (seriously) • Freebie Search Engine Optimization (SEO) tools: • www.schipul.com/en/sem/tools/ • http://www.webconfs.com/search-engine-spider- simulator.php • http://juicystudio.com/services/readability.php
  70. 70. Quickie Social Media To-Do’s 1. Read blogs (find them on www.technorati.com) 2. Set up an RSS Feed Reader (www.google.com/reader) 3. Join Facebook (www.facebook.com) 4. Join Flickr (www.flickr.com) 5. Track the buzz about you (www.google.com/alerts)
  71. 71. Social Media is a constant learning process
  72. 72. But a fun one!!! So enjoy :)
  73. 73. Thanks for participating today! Katie Laird Schipul – The Web Marketing Company www.schipul.com / www.tendenci.com (281) 497.6567, ext. 519 Email: klaird@schipul.com Personal brand: www.schipul.com/happykatie Blog: www.happykatie.com Flickr: www.flickr.com/photos/happykatie Twitter: www.twitter.com/happykatie Find my slides at: www.slideshare.net/happykatie
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