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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

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