Paul Fabretti Blogging Presentation   11th April 2008
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Paul Fabretti Blogging Presentation 11th April 2008

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Paul Fabretti Blogging Presentation 11th April 2008 Presentation Transcript

  • 1. What we are covering today 1. What is a Corporate Blog - Paul Fabretti, Client Services Manager, KMP 2. Identifying and monitoring the Blogosphere - Mark Rogers, CEO, Market Sentinel 3. Blogging and SEO - Chris Bland, Senior Account manager, Greenlight
  • 2. Types of Business blogs
  • 3. Types of Business blogs Customer Service blog
  • 4. Types of Business blogs Customer Service blog Viral blog
  • 5. Types of Business blogs Customer Service blog Viral blog Event blog
  • 6. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog
  • 7. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog Thought leadership blog
  • 8. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog Thought leadership blog PR Blog
  • 9. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog Thought leadership blog Brand Champion blog PR Blog
  • 10. The Structure of a Corporate blog
  • 11. The Structure of a Corporate blog
  • 12. The Structure of a Corporate blog
  • 13. The Structure of a Corporate blog
  • 14. The Structure of a Corporate blog
  • 15. The Structure of a Corporate blog
  • 16. The Structure of a Corporate blog
  • 17. The Structure of a Corporate blog
  • 18. The Structure of a Corporate blog
  • 19. The Structure of a Corporate blog
  • 20. What IS the blogosphere?
  • 21. It is everyday people like YOU and ME
  • 22. It is everyday people like YOU and ME
  • 23. It is everyday people like YOU and ME
  • 24. It is everyday people like YOU and ME
  • 25. It is everyday people like YOU and ME
  • 26. Why has blogging attracted so much attention?
  • 27. Why has blogging attracted so much attention? SCALE
  • 28. Headline Text Body Text
  • 29. Headline Text Over 105 Body Text million blogs being tracked
  • 30. Headline Text Over 105 Body Text million blogs being tracked 120,000 new blogs being created daily
  • 31. Headline Text Over 105 Body Text million blogs being tracked 120,000 new blogs being created daily 30-75 million blogs took just 320 days
  • 32. Why is it so powerful?
  • 33. Why is it so powerful? SPEED
  • 34. Why is it so powerful?
  • 35. Why is speed so important?
  • 36. Why has blogging attracted so much attention? IMPACT
  • 37. Headline Text Body Text
  • 38. Headline Text Body Text 1/5th of all linked- to content is a blog
  • 39. Headline Text Body Text 1/5th of all linked- to content is a blog 35% of all blog posts contain at least 1 tag
  • 40. Headline Text Body Text 1/5th of all linked- to content is a blog 35% of all blog posts contain at least 1 tag 1.5m people visited blogs for news on the Iraq consitutional vote
  • 41. Jeff Jarvis vs Dell
  • 42. Jeff Jarvis vs Dell
  • 43. Jeff Jarvis vs Dell
  • 44. Jeff Jarvis vs Dell
  • 45. Jeff Jarvis vs Dell
  • 46. Jeff Jarvis vs Dell
  • 47. General Motors - Fast Lane Blog
  • 48. General Motors - Cadillac Drivers’ Log
  • 49. General Motors - FYI Blog
  • 50. Types of Business blogs
  • 51. Types of Business blogs Customer Service blog
  • 52. Types of Business blogs Customer Service blog Viral blog
  • 53. Types of Business blogs Customer Service blog Viral blog Event blog
  • 54. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog
  • 55. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog Thought leadership blog
  • 56. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog Thought leadership blog PR Blog
  • 57. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog Thought leadership blog Brand Champion blog PR Blog
  • 58. Build communities around your business
  • 59. Build communities around your business
  • 60. Integration into a wider campaign
  • 61. Integration into a wider campaign
  • 62. Publicise/Promote/Blog about events Internetworld website Internetworld blog
  • 63. Publicise/Promote/Blog about events
  • 64. An accompaniment to e-commerce
  • 65. Demonstrate thought leadership Savile Row Tailor Sheet Metal Company
  • 66. Engage with brand champions
  • 67. Crisis Management McDonalds Beef Hoax Delta Airlines Security Complaints
  • 68. How to Promote your business blog
  • 69. How to Promote your business blog Social Bookmarking
  • 70. How to Promote your business blog Social Bookmarking Blog and RSS feed directories
  • 71. How to Promote your business blog Social Bookmarking Pinging Blog and RSS feed directories
  • 72. How to Promote your business blog
  • 73. How to Promote your business blog Claim your blog with Technorati
  • 74. How to Promote your business blog Post with Tags Claim your blog with Technorati
  • 75. How to Promote your business blog Post with Tags Claim your blog with Technorati Comment and trackback
  • 76. Platforms
  • 77. Summary
  • 78. Summary What is a business blog
  • 79. Summary What is a business blog The structure of a business blog
  • 80. Summary What is a business blog The structure of a business blog Why blogs are so influential
  • 81. Summary What is a business blog The structure of a business blog Why blogs are so influential 8 ways you can use a blog
  • 82. Summary What is a business blog The structure of a business blog Why blogs are so influential 8 ways you can use a blog How to promote your blog
  • 83. Summary What is a business blog The structure of a business blog Why blogs are so influential 8 ways you can use a blog How to promote your blog Blog platforms
  • 84. By 2010, 70% of the content of the web will be user generated IDC/EMC Survey March 2007
  • 85. Business Blogging: Most common fears
  • 86. Business Blogging: Most common fears
  • 87. Business Blogging: Most common fears
  • 88. Business Blogging: Most common fears
  • 89. Business Blogging: Most common fears
  • 90. Corporate Blog Development
  • 91. Corporate Blog Development Increased hyperlinking
  • 92. Corporate Blog Development Increased hyperlinking Most commented
  • 93. Corporate Blog Development Increased hyperlinking Most commented Brands as catalogue covers
  • 94. Corporate Blog Development Increased hyperlinking Most commented Brands as catalogue covers Interactive flickr badge
  • 95. 3. Always-on consumers Omnipresent internet access keeps us permanently “switched on”, allowing businesses to broadcast to us in “real-time” - and us to them.
  • 96. Corporate Blogging: Fears Fear Solution Time Define clear roles and responsibilities and expectation. Legal Liability Create Business Blogging Guidelines. Distribute to to employees. Employees wasting time Create Business Blogging Guidelines. Distribute to to employees. The blogosphere Spend time in the blogosphere to understand etiquette. Negative comments Embrace them. Use them to win detractors round. Understand the who, what and where. Tailor content accordingly What to write and create a content strategy, tone of voice and style. Lack of ROI Define objectives (inbound links, PR, Technorati ranking, UV) You have a blog, this is your chance to respond and manage the Losing control of brand buzz Technical Aspects All blogging software is easy to master*
  • 97. 1: Tech start-ups looking for feedback Web startups blogged about progress and received feedback. Larger tech firms then recognised the opportunity to engage with developers.
  • 98. The Corporate Blogosphere
  • 99. The Corporate Blogoshpere
  • 100. The Corporate Blogoshpere
  • 101. Why has blogging attracted so much attention? What IS Business Blogging? What IS the blogosphere? How is a blog different from a website? How do I get started? What makes a good business blog? How can I alleviate my fears? What resources do I need? Top 18 Questions about Business Blogging What are the legal risks? What do I do if my employees are already blogging? Who should blog in my company? How long does it take to blog? How can I convince my boss we should blog? What is the best writing style? What technical knowledge do I need? Who else uses a business blogs? What blogging platforms are there?
  • 102. The Corporate Blogoshpere: Internal Blogs RSS - Allows the easy consumption of company news without the need for email
  • 103. The Corporate Blogoshpere: Internal Blogs RSS - Allows the easy consumption of company news without the need for email Projects - provide ongoing/historical record of project progress and allow greater, more open feedback opportunities
  • 104. The Corporate Blogoshpere: Internal Blogs RSS - Allows the easy consumption of company news without the need for email Projects - provide ongoing/historical record of project progress and allow greater, more open feedback opportunities News - employees can post industry/competitor news they have seen
  • 105. The Corporate Blogoshpere: Internal Blogs RSS - Allows the easy consumption of company news without the need for email Projects - provide ongoing/historical record of project progress and allow greater, more open feedback opportunities News - employees can post industry/competitor news they have seen CEO/MD Blog - brings senior management closer and more accessible to all employees
  • 106. The Corporate Blogosphere: Internal Blogs
  • 107. The Corporate Blogosphere: Internal Blogs
  • 108. The Corporate Blogosphere: Internal Blogs
  • 109. The Corporate Blogosphere: Internal Blogs