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What we are covering today

    1. What is a Corporate Blog - Paul Fabretti, Client Services Manager, KMP

2. Identifying ...
Types of Business blogs
Types of Business blogs

     Customer Service blog
Types of Business blogs

     Customer Service blog
         Viral blog
Types of Business blogs

     Customer Service blog
         Viral blog
         Event blog
Types of Business blogs

     Customer Service blog
         Viral blog
         Event blog
       E-commerce blog
Types of Business blogs

     Customer Service blog
          Viral blog
         Event blog
       E-commerce blog
   Tho...
Types of Business blogs

     Customer Service blog
          Viral blog
         Event blog
       E-commerce blog
   Tho...
Types of Business blogs

     Customer Service blog
          Viral blog
         Event blog
       E-commerce blog
   Tho...
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
What IS the blogosphere?
It is everyday people like YOU and ME
It is everyday people like YOU and ME
It is everyday people like YOU and ME
It is everyday people like YOU and ME
It is everyday people like YOU and ME
Why has blogging attracted so much attention?
Why has blogging attracted so much attention?




   SCALE
Headline Text

Body Text
Headline Text

                Over 105
Body Text
                 million
                 blogs
                 being
 ...
Headline Text

                  Over 105
Body Text
                   million
                   blogs
                  ...
Headline Text

                  Over 105
Body Text
                   million
                   blogs
                  ...
Why is it so powerful?
Why is it so powerful?




SPEED
Why is it so powerful?
Why is speed so important?
Why has blogging attracted so much attention?




IMPACT
Headline Text

Body Text
Headline Text

Body Text        1/5th of
                all linked-
                to content
                 is a blog
Headline Text

Body Text        1/5th of
                all linked-
                to content
                 is a blog...
Headline Text

Body Text        1/5th of
                all linked-
                to content
                 is a blog...
Jeff Jarvis vs Dell
Jeff Jarvis vs Dell
Jeff Jarvis vs Dell
Jeff Jarvis vs Dell
Jeff Jarvis vs Dell
Jeff Jarvis vs Dell
General Motors - Fast Lane Blog
General Motors - Cadillac Drivers’ Log
General Motors - FYI Blog
Types of Business blogs
Types of Business blogs

     Customer Service blog
Types of Business blogs

     Customer Service blog
         Viral blog
Types of Business blogs

     Customer Service blog
         Viral blog
         Event blog
Types of Business blogs

     Customer Service blog
         Viral blog
         Event blog
       E-commerce blog
Types of Business blogs

     Customer Service blog
          Viral blog
         Event blog
       E-commerce blog
   Tho...
Types of Business blogs

     Customer Service blog
          Viral blog
         Event blog
       E-commerce blog
   Tho...
Types of Business blogs

     Customer Service blog
          Viral blog
         Event blog
       E-commerce blog
   Tho...
Build communities around your business
Build communities around your business
Integration into a wider campaign
Integration into a wider campaign
Publicise/Promote/Blog about events




Internetworld website                  Internetworld blog
Publicise/Promote/Blog about events
An accompaniment to e-commerce
Demonstrate thought leadership




Savile Row Tailor                  Sheet Metal Company
Engage with brand champions
Crisis Management




McDonalds Beef Hoax         Delta Airlines Security Complaints
How to Promote your business blog
How to Promote your business blog



Social Bookmarking
How to Promote your business blog



Social Bookmarking




                              Blog and RSS feed directories
How to Promote your business blog



Social Bookmarking




     Pinging                  Blog and RSS feed directories
How to Promote your business blog
How to Promote your business blog




Claim your blog with Technorati
How to Promote your business blog




                                      Post with Tags



Claim your blog with Technor...
How to Promote your business blog




                                      Post with Tags



Claim your blog with Technor...
Platforms
Summary
Summary

What is a business blog
Summary

    What is a business blog

The structure of a business blog
Summary

    What is a business blog

The structure of a business blog

  Why blogs are so influential
Summary

    What is a business blog

The structure of a business blog

  Why blogs are so influential

  8 ways you can u...
Summary

    What is a business blog

The structure of a business blog

  Why blogs are so influential

  8 ways you can u...
Summary

    What is a business blog

The structure of a business blog

  Why blogs are so influential

  8 ways you can u...
By 2010, 70% of the content of the web
         will be user generated

          IDC/EMC Survey March 2007
Business Blogging: Most common fears
Business Blogging: Most common fears
Business Blogging: Most common fears
Business Blogging: Most common fears
Business Blogging: Most common fears
Corporate Blog Development
Corporate Blog Development

Increased
hyperlinking
Corporate Blog Development

Increased
hyperlinking

Most
commented
Corporate Blog Development

Increased
hyperlinking

Most
commented

Brands as
catalogue
covers
Corporate Blog Development

Increased
hyperlinking

Most
commented

Brands as
catalogue
covers

Interactive
flickr badge
3. Always-on consumers




Omnipresent internet access keeps us permanently “switched on”, allowing
businesses to broadcas...
Corporate Blogging: Fears
Fear                            Solution
Time                            Define clear roles and r...
1: Tech start-ups looking for feedback




Web startups blogged about progress and received feedback. Larger tech firms
th...
The Corporate Blogosphere
The Corporate Blogoshpere
The Corporate Blogoshpere
Why has blogging attracted so much attention?         What IS Business Blogging?         What IS the blogosphere?



   Ho...
The Corporate Blogoshpere: Internal Blogs

RSS - Allows the easy consumption of
company news without the need for email
The Corporate Blogoshpere: Internal Blogs

RSS - Allows the easy consumption of
company news without the need for email


...
The Corporate Blogoshpere: Internal Blogs

RSS - Allows the easy consumption of
company news without the need for email


...
The Corporate Blogoshpere: Internal Blogs

RSS - Allows the easy consumption of
company news without the need for email


...
The Corporate Blogosphere: Internal Blogs
The Corporate Blogosphere: Internal Blogs
The Corporate Blogosphere: Internal Blogs
The Corporate Blogosphere: Internal Blogs
Paul Fabretti Blogging Presentation   11th April 2008
Paul Fabretti Blogging Presentation   11th April 2008
Paul Fabretti Blogging Presentation   11th April 2008
Paul Fabretti Blogging Presentation   11th April 2008
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Paul Fabretti Blogging Presentation 11th April 2008

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Transcript of "Paul Fabretti Blogging Presentation 11th April 2008"

  1. 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. 2. Types of Business blogs
  3. 3. Types of Business blogs Customer Service blog
  4. 4. Types of Business blogs Customer Service blog Viral blog
  5. 5. Types of Business blogs Customer Service blog Viral blog Event blog
  6. 6. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog
  7. 7. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog Thought leadership blog
  8. 8. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog Thought leadership blog PR Blog
  9. 9. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog Thought leadership blog Brand Champion blog PR Blog
  10. 10. The Structure of a Corporate blog
  11. 11. The Structure of a Corporate blog
  12. 12. The Structure of a Corporate blog
  13. 13. The Structure of a Corporate blog
  14. 14. The Structure of a Corporate blog
  15. 15. The Structure of a Corporate blog
  16. 16. The Structure of a Corporate blog
  17. 17. The Structure of a Corporate blog
  18. 18. The Structure of a Corporate blog
  19. 19. The Structure of a Corporate blog
  20. 20. What IS the blogosphere?
  21. 21. It is everyday people like YOU and ME
  22. 22. It is everyday people like YOU and ME
  23. 23. It is everyday people like YOU and ME
  24. 24. It is everyday people like YOU and ME
  25. 25. It is everyday people like YOU and ME
  26. 26. Why has blogging attracted so much attention?
  27. 27. Why has blogging attracted so much attention? SCALE
  28. 28. Headline Text Body Text
  29. 29. Headline Text Over 105 Body Text million blogs being tracked
  30. 30. Headline Text Over 105 Body Text million blogs being tracked 120,000 new blogs being created daily
  31. 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. 32. Why is it so powerful?
  33. 33. Why is it so powerful? SPEED
  34. 34. Why is it so powerful?
  35. 35. Why is speed so important?
  36. 36. Why has blogging attracted so much attention? IMPACT
  37. 37. Headline Text Body Text
  38. 38. Headline Text Body Text 1/5th of all linked- to content is a blog
  39. 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. 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. 41. Jeff Jarvis vs Dell
  42. 42. Jeff Jarvis vs Dell
  43. 43. Jeff Jarvis vs Dell
  44. 44. Jeff Jarvis vs Dell
  45. 45. Jeff Jarvis vs Dell
  46. 46. Jeff Jarvis vs Dell
  47. 47. General Motors - Fast Lane Blog
  48. 48. General Motors - Cadillac Drivers’ Log
  49. 49. General Motors - FYI Blog
  50. 50. Types of Business blogs
  51. 51. Types of Business blogs Customer Service blog
  52. 52. Types of Business blogs Customer Service blog Viral blog
  53. 53. Types of Business blogs Customer Service blog Viral blog Event blog
  54. 54. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog
  55. 55. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog Thought leadership blog
  56. 56. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog Thought leadership blog PR Blog
  57. 57. Types of Business blogs Customer Service blog Viral blog Event blog E-commerce blog Thought leadership blog Brand Champion blog PR Blog
  58. 58. Build communities around your business
  59. 59. Build communities around your business
  60. 60. Integration into a wider campaign
  61. 61. Integration into a wider campaign
  62. 62. Publicise/Promote/Blog about events Internetworld website Internetworld blog
  63. 63. Publicise/Promote/Blog about events
  64. 64. An accompaniment to e-commerce
  65. 65. Demonstrate thought leadership Savile Row Tailor Sheet Metal Company
  66. 66. Engage with brand champions
  67. 67. Crisis Management McDonalds Beef Hoax Delta Airlines Security Complaints
  68. 68. How to Promote your business blog
  69. 69. How to Promote your business blog Social Bookmarking
  70. 70. How to Promote your business blog Social Bookmarking Blog and RSS feed directories
  71. 71. How to Promote your business blog Social Bookmarking Pinging Blog and RSS feed directories
  72. 72. How to Promote your business blog
  73. 73. How to Promote your business blog Claim your blog with Technorati
  74. 74. How to Promote your business blog Post with Tags Claim your blog with Technorati
  75. 75. How to Promote your business blog Post with Tags Claim your blog with Technorati Comment and trackback
  76. 76. Platforms
  77. 77. Summary
  78. 78. Summary What is a business blog
  79. 79. Summary What is a business blog The structure of a business blog
  80. 80. Summary What is a business blog The structure of a business blog Why blogs are so influential
  81. 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. 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. 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. 84. By 2010, 70% of the content of the web will be user generated IDC/EMC Survey March 2007
  85. 85. Business Blogging: Most common fears
  86. 86. Business Blogging: Most common fears
  87. 87. Business Blogging: Most common fears
  88. 88. Business Blogging: Most common fears
  89. 89. Business Blogging: Most common fears
  90. 90. Corporate Blog Development
  91. 91. Corporate Blog Development Increased hyperlinking
  92. 92. Corporate Blog Development Increased hyperlinking Most commented
  93. 93. Corporate Blog Development Increased hyperlinking Most commented Brands as catalogue covers
  94. 94. Corporate Blog Development Increased hyperlinking Most commented Brands as catalogue covers Interactive flickr badge
  95. 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. 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. 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. 98. The Corporate Blogosphere
  99. 99. The Corporate Blogoshpere
  100. 100. The Corporate Blogoshpere
  101. 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. 102. The Corporate Blogoshpere: Internal Blogs RSS - Allows the easy consumption of company news without the need for email
  103. 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. 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. 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. 106. The Corporate Blogosphere: Internal Blogs
  107. 107. The Corporate Blogosphere: Internal Blogs
  108. 108. The Corporate Blogosphere: Internal Blogs
  109. 109. The Corporate Blogosphere: Internal Blogs
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