Blogging for Business - Sweet for all sizes

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A small business Blogging for Business class looking at the basics of business blogs, who makes them work, must-have elements and ways to track success.

A small business Blogging for Business class looking at the basics of business blogs, who makes them work, must-have elements and ways to track success.

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  • 1. Blogging for Business: Better than cupcakes? Katie Laird klaird@schipul.com www.schipul.com // www.happykatie.com Katie Laird klaird@schipul.com www.schipul.com // www.happykatie.com http://flickr.com/photos/kjellander/305301902/
  • 2. What we’ll talk about... • Business Blogs in action • What the heck is micro-Blogging? • The power of Visualization • Blog fodder, tips and tricks Blogging for Business, Blogging for the People
  • 3. Are Bloggers the Internet’s party people?
  • 4. Sure, it’s a feel-good, online conversation...
  • 5. ... but is Business Blogging actually profitable?
  • 6. NOT Blogging F500 Blogging F500 (61 total) 12% 88% http://www.socialtext.net/bizblogs/index.cgi These guys say yes (everything in moderation)
  • 7. Humanizing the brand! http://www.socialtext.net/bizblogs/index.cgi?traits_of_the_fortune_500_blogs
  • 8. Let’s look at some Real Live Business Blogs
  • 9. Company Blogs
  • 10. Boeing B2B Flight Test Journal www.boeing.com/commercial/777family
  • 11. 37 Signals Blog(s) http://productblog.37signals.com/ www.37signals.com/svn/
  • 12. Thought Leader Blog
  • 13. Audrey Kawasaki blog (freelance artist blog) http://baibai-matane.livejournal.com
  • 14. Event marketing company shares the love www.eventmarketing.zvents.com
  • 15. ‘By the people’ Company Blogs (surprise!!!)
  • 16. The Apple Blog (totally not official) www.theappleblog.com
  • 17. My Starbucks Idea - Post based on Visitor Content http://blogs.starbucks.com/blogs/customer
  • 18. 5 great ways YOU (yes, you) can use a Blog for your business
  • 19. 1. Establish an online presence on the cheap Caroline Collective www.carolinecollective.cc
  • 20. 2. Look brilliant, be adored by many Crowdspring - crowd source graphic design Blog http://blog.crowdspring.com
  • 21. 3. Support, give back and build your Community Houston Artist Relief Blog -- HAA artist outreach www.haahelps.com
  • 22. 4. Promote and extend conferences and event life Mom 2.0 Summit www.mom2summit.com
  • 23. 5. Run a viral marketing multimedia campaign www.arttheheartofhouston.com www.haablog.com
  • 24. All a-Twitter www.twitter.com
  • 25. In 140 characters or less... What are you doing right now? www.twitter.com
  • 26. The (new) Art of Community Building A chance to connect and be generous • Share your brain candy and link love • Promote community and friends’ events and news • (secondarily) Promote your events, content and news • Give live outline of events or presentations • Tell Katie where the speed traps are :) • Say thank you!
  • 27. Want to know who is talking about you on Twitter? Follow the Micro-Blogging buzz www.tweetscan.com www.summize.com www.twitscoop.com
  • 28. Do more with less... Feed your Tweets into other sites
  • 29. Let’s take a quick breather!
  • 30. The Road to Blogging: Filling your brain to the max
  • 31. They are already talking about you... but what are they saying?
  • 32. 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
  • 33. Tracking the online conversation... Further online Reputation Management Google Trends search: www.google.com/trends Technorati search: www.technorati.com
  • 34. 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
  • 35. Find something less-than-great about your business online?
  • 36. Deal with it! NOW!
  • 37. 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
  • 38. Discover the Influencers (and folks you just plain like)
  • 39. Find awesome Blogs to read and learn from www.technorati.com // www.blogsearch.google.com
  • 40. IceRocket - Prolific vs. Influential = 2 different things www.icerocket.com
  • 41. Love thy feed reader! www.google.com/reader
  • 42. Pageflakes - personalized online data center www.pageflakes.com
  • 43. http://flickr.com/photos/geekette/212455285/ Let’s get personal.
  • 44. 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!
  • 45. Let’s Get Blogging! • Set up a fast template Blog • Start simple - match branding graphics later • 5 posts before ‘launch’ www.typepad.com www.blogger.com www.wordpress.com
  • 46. Let’s get Blogging! Wordpress Template Sites http://topwpthemes.com/ http://www.nattywp.com/ http://www.wpthemespot.com/
  • 47. Let’s get Blogging! Tumblr - Art of the Uber-Simple http://dallasmarketing.tumblr.com/
  • 48. Let’s get Blogging! Make your life easier: desktop Blog utilities http://windowslivewriter.spaces.live.com/
  • 49. Let’s get Blogging! 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
  • 50. 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/
  • 51. 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/
  • 52. 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
  • 53. Qualified traffic is good – link regularly, link well http://flickr.com/photos/poagao/367128550/
  • 54. VISUALIZATION!! Tell a story with Blog visuals.
  • 55. Visualization tools Embed rich media for higher readership • 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
  • 56. Visualization tools Create your own Rich content • Jing (www.jingproject.com/) - free desktop image and video recorder • Picasa (www.picasa.google.com) - edit images and video with easy uploads • ComicLife (http://plasq.com/comiclife/) - have fun with your images and graphics
  • 57. Visualization tools Buy a Flip video camera (seriously) http://www.theflip.com/
  • 58. 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. Strategy, strategy, strategy
  • 60. What is Success? • Define your goals ahead of time: www.intensedebate.com • Hits to your Web site / special landing page • Number of comments or link outs • Links from Influencers • Answers to online polls www.polldaddy.com
  • 61. How do you know it’s working? • Define your goals ahead of time: • Newsletter sign up www.mailchimp.com • Raised funds (www.chipin.com) • Number of ‘favorites’ or ratings • Trackbacks from other Blogs
  • 62. Blogging power at work, donate to: www.brennanshouston.com
  • 63. Stick with your strategy and tweak as needed • High traffic time? • Post topics particularly hot? • Who are your top referrers? • How are they consuming your info? http://www.flickr.com/photos/8136496@N05/2327243497/
  • 64. Tracking your success.... Statistics are available, numbers work... Google Analytics (free and track your PPC) www.google.com/analytics
  • 65. Tracking your success.... Stats just a click away... Built-in Blog utility traffic meters www.typepad.com // www.wordpress.com
  • 66. Tracking your success.... Learn about your RSS subscribers Feedburner (free) www.feedburner.com
  • 67. But it’s really all about the people
  • 68. 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
  • 69. 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)
  • 70. Social Media is a constant learning process
  • 71. But a fun one!!! So enjoy :)
  • 72. 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