Gross Blog Anatomy

DISSECTING BLOGS FROM A MARKETER’S PERSPECTIVE
What gives me the right?

Who am I to be some sort of blogging “expert?”
Marqui “pay bloggers” program

Launched an ethical debate in the blogosphere

    ●   Twenty bloggers, three-month contrac...
Within a month of my first post:
Results? Oh, yes…

More than 200 pieces of press
Lesson 1: Reality bites




     “The Marqui white paper
     PDF is badly created….”
Lesson 2: Blog, vs. paying others…
Lesson 3: Priceless relationships
Lesson 4: dark & light sides
Lesson 4: dark & light sides
So… WTF?
Change is inevitable…
The Cost of Customers is Falling
         Cost of customers is falling
         Search:                    $8.50
         ...
Infrastructure Cost is Falling
        Cost of infrastructure is falling
        1980:      $183,000/Gb
        1985:     ...
Marketing 2.0: how do you win?


1. Improve your “find-ability” online
B. L. O. G…
THE OLD JOKE: BLOG MEANS BETTER LISTING ON GOOGLE
Getting into the magic “F”

Google (all search engine) spiders love:

1) Relevant keywords
   • Blogs should be optimized ...
Marketing 2.0: how do you win?


     2. Leverage WOM
A new world of brand challenges

Consumers are less brand-loyal

Individuals are less trusting
    • The Internet is the o...
Marketing 2.0: how do you win?


     3. Create transparency
Collaboration fuels change
                                      The membrane




    Conversations
       You
     you’re...
Marketing 2.0: how do you win?


       4. It’s not going away
Historic changes are afoot

Internet
    ● Moving from Web 1.0 to Web 2.0

Consumers
   ● Surf 1990’s              Search ...
74.8
    57 Million and doubling
34.5




               Source: David Sifry’s Quarterly State of the Blogosphere Report
The “Year of…”

2004
    ●   The Year of the Political Blog

2005
    ●   The Year of the Media Blog

2006      2007 (??)
...
Okay, okay! Give me the practical stuff

         Rules of the blogosphere
Rule #1: The blogosphere is self-cleansing

      Witness: Edelman and WalMart’s fall – October 2006…

          ●   Lacke...
Rule #2: Your word is your brand

     ●   Truth: Hard to find in a flood of content

     ●   Reality: What/who is real? ...
What your lawyers will say
BLOG… BLOG BUT KNOW THE RISKS

eDiscovery is all that

     ●   eMail, blog posts and even IM g...
What your lawyers will say
BLOG…

Here are the major risks


    1. Harassment issues
    2. Confidential information
    ...
Rule #3: Preserve your brand
Road(s) to
blogosphere success

  THERE IS NO WRONG WAY
Step 1: Track the buzz in your industry
Posit 1: Not all blogs are equal...

     ●   A-List bloggers
     ●   Journalist bloggers
     ●   Corporate bloggers
   ...
Posit 2: Define your sphere
Posit 3: Track your sphere
Posit 4: Manage your issues

Things you need to know before you go

    ●   Issues travel quickly in the blogosphere
    ●...
Posit 5: Use RSS to keep up?
Posit 6: Track tone and manner




               PR 2.0 Source: Attensa, Anvil Media, O’Johnson Partners
Step 2: Be a community builder
Posit 1: Join the conversation
Posit 2: Build relationships before you need ‘em
Posit 3: Tag your posts
Posit 4: Respect your readers
Rules of the road

How to avoid becoming blog road kill
Rules of engagement

  ● Develop thick skin

  ● Be absolutely honest

  ● Have a point of view

  ● Do your research

  ●...
Best practices

   ● Get the support of your CEO –
     others at the highest level

   ● Assign roles, responsibilities a...
How to get into trouble

   ● Lie, post inaccurate or poorly researched
     information

   ● Fake your way into the part...
How to get into more trouble

   ● Chronic “re-blogging”

   ● Leak sensitive information

   ● Stray too far from your br...
How to make a blog captivating

    ● Honest, authentic voice

    ● Strong point of view for your blog’s mission

    ● P...
Blog etiquette

What I’ve learned to be the truth

     ●   Five second rule

     ●   Give credit where credit is due

  ...
Rule 1: Five second rule
Rule 2: Proper attribution is a must

      “The proper (and considerate) protocol is to write
         some brief comment...
Rule 3: Comment & trackback!

The real (well, almost) currency of the blogosphere…
Rule 4: Know your readers
WILL THEY PUT UP WITH BLATANT SALES PITCHES?
Rule 5: SEO and blogs go together

    You can optimize your posts – carefully

        ●   Inbound and outbound links

  ...
Rule 6: Content is king

With RSS, we’ve come full circle

    ●   White background, black text, blue links…
Who’s the best blogger?
Your readers will tell you – if you listen

     ●   Someone who writes great email

     ●   They...
How often do I blog?

  ●   Two to three times a week is serious – fewer posts, you’re not

  ●   Google spiders index mor...
Free! is a very good price
SELECTING YOUR BLOG SOFTWARE – A CAUTIONARY TALE

Start where you intend to stay…
     ● www.bl...
Tools: Pinging services
Extend your reach simply and easily…
Blog resources

You’ve got some friends in the blogosphere….

    ●   www.janetleejohnson.com (marketing, blogs, communica...
Thank you!

    Janet Johnson
www.janetleejohnson.com
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Gross Blog Anatomy - Dissecting Blogs from a Marketing Perspective

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Janet Johnson, the corporate blogger who managed the controversial Marqui "payblogger's campaign," provides practical tips and hints for business bloggers.

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Gross Blog Anatomy - Dissecting Blogs from a Marketing Perspective

  1. 1. Gross Blog Anatomy DISSECTING BLOGS FROM A MARKETER’S PERSPECTIVE
  2. 2. What gives me the right? Who am I to be some sort of blogging “expert?”
  3. 3. Marqui “pay bloggers” program Launched an ethical debate in the blogosphere ● Twenty bloggers, three-month contracts ● Established readership, wrote about development ● Post once per week, mention Marqui, flag your post ● $800 / month, we’ll publish everything
  4. 4. Within a month of my first post:
  5. 5. Results? Oh, yes… More than 200 pieces of press
  6. 6. Lesson 1: Reality bites “The Marqui white paper PDF is badly created….”
  7. 7. Lesson 2: Blog, vs. paying others…
  8. 8. Lesson 3: Priceless relationships
  9. 9. Lesson 4: dark & light sides
  10. 10. Lesson 4: dark & light sides
  11. 11. So… WTF?
  12. 12. Change is inevitable…
  13. 13. The Cost of Customers is Falling Cost of customers is falling Search: $8.50 Yellow pages: $20 Online banner ads: $50 Email: $60 Direct mail: $70 Indirect sales: $5000 Direct sales: $22,000 Source: Dr. Paul Kedrosky
  14. 14. Infrastructure Cost is Falling Cost of infrastructure is falling 1980: $183,000/Gb 1985: $71,000 1990: $9,000 1995: $880 2000: $14.29 2007: $0.25 Source: Dr. Paul Kedrosky
  15. 15. Marketing 2.0: how do you win? 1. Improve your “find-ability” online
  16. 16. B. L. O. G… THE OLD JOKE: BLOG MEANS BETTER LISTING ON GOOGLE
  17. 17. Getting into the magic “F” Google (all search engine) spiders love: 1) Relevant keywords • Blogs should be optimized for search 2) Fresh content • Good blogs are updated daily • (Do as I say, not as I do…) 3) Lots of links • The key to blogging and SEM
  18. 18. Marketing 2.0: how do you win? 2. Leverage WOM
  19. 19. A new world of brand challenges Consumers are less brand-loyal Individuals are less trusting • The Internet is the only form of media in which trust is rising Consumers are more independent – less reliant on “experts” • 67% consumers rely on WOM vs. other marketing methods to make purchasing decisions WOM, FOAF community, connections Source: Forrester Research
  20. 20. Marketing 2.0: how do you win? 3. Create transparency
  21. 21. Collaboration fuels change The membrane Conversations You you’re having Conversations about you Your Market Concept: Hugh MacLeod, gapingvoid.com
  22. 22. Marketing 2.0: how do you win? 4. It’s not going away
  23. 23. Historic changes are afoot Internet ● Moving from Web 1.0 to Web 2.0 Consumers ● Surf 1990’s Search 2000’s Subscribe 2007 Companies ● Moving from monologues to dialogues quot;Dotcom was about 'taking'. Web 2.0 is about 'giving'.quot; - Hugh McLeod, www.gapingvoid.com
  24. 24. 74.8 57 Million and doubling 34.5 Source: David Sifry’s Quarterly State of the Blogosphere Report
  25. 25. The “Year of…” 2004 ● The Year of the Political Blog 2005 ● The Year of the Media Blog 2006 2007 (??) ● The Year of the Business Blog (??) • As of 10/08/06 only 40 (8%) of the Fortune 500 were blogging… Source: Fortune 500 Blog Wiki - SocialText
  26. 26. Okay, okay! Give me the practical stuff Rules of the blogosphere
  27. 27. Rule #1: The blogosphere is self-cleansing Witness: Edelman and WalMart’s fall – October 2006… ● Lacked transparency ● Lasted two days ● Completely trashed in the blogosphere Kathy Sierra’s death threats – spring 2007… ● More than 1100 comments in first day ● Reverberated through old and new media ● Kathy and Chris Locke appeared together on CNN within a week ● The peak was well gone
  28. 28. Rule #2: Your word is your brand ● Truth: Hard to find in a flood of content ● Reality: What/who is real? What/who is virtual? ● The blogosphere is your living room – your town ● You decide what’s appropriate
  29. 29. What your lawyers will say BLOG… BLOG BUT KNOW THE RISKS eDiscovery is all that ● eMail, blog posts and even IM get reviewed ● Your electronic privacy policy needs updating • To cover blogs and IM ● Blogs must be monitored regularly • Every day, every eight hours or so
  30. 30. What your lawyers will say BLOG… Here are the major risks 1. Harassment issues 2. Confidential information 3. Privacy issues 4. Disparagement issues
  31. 31. Rule #3: Preserve your brand
  32. 32. Road(s) to blogosphere success THERE IS NO WRONG WAY
  33. 33. Step 1: Track the buzz in your industry
  34. 34. Posit 1: Not all blogs are equal... ● A-List bloggers ● Journalist bloggers ● Corporate bloggers ● Executive/employee bloggers ● Community bloggers ● Customer bloggers ● Niche/vertical bloggers
  35. 35. Posit 2: Define your sphere
  36. 36. Posit 3: Track your sphere
  37. 37. Posit 4: Manage your issues Things you need to know before you go ● Issues travel quickly in the blogosphere ● Awareness and preparation are key ● Build relationships before you need them ● Target and prioritize “inflection points” ● Recognize worldwide nature/access
  38. 38. Posit 5: Use RSS to keep up?
  39. 39. Posit 6: Track tone and manner PR 2.0 Source: Attensa, Anvil Media, O’Johnson Partners
  40. 40. Step 2: Be a community builder
  41. 41. Posit 1: Join the conversation
  42. 42. Posit 2: Build relationships before you need ‘em
  43. 43. Posit 3: Tag your posts
  44. 44. Posit 4: Respect your readers
  45. 45. Rules of the road How to avoid becoming blog road kill
  46. 46. Rules of engagement ● Develop thick skin ● Be absolutely honest ● Have a point of view ● Do your research ● Engage your detractors ● Drive to closure
  47. 47. Best practices ● Get the support of your CEO – others at the highest level ● Assign roles, responsibilities and processes up front ● Implement a crisis communications plan... just in case ● Establish a clear theme/focus
  48. 48. How to get into trouble ● Lie, post inaccurate or poorly researched information ● Fake your way into the party ● Ignore valuable feedback in comments ● Bad-mouth competitors ● Neglect your blog – you should post 2-3 times / week at least
  49. 49. How to get into more trouble ● Chronic “re-blogging” ● Leak sensitive information ● Stray too far from your brand ● Tie a corporate blog to only one person
  50. 50. How to make a blog captivating ● Honest, authentic voice ● Strong point of view for your blog’s mission ● Passion for your topic ● Use words like captivating in your title!
  51. 51. Blog etiquette What I’ve learned to be the truth ● Five second rule ● Give credit where credit is due ● Acknowledge and/or thank other bloggers for linking to your blog (or commenting on it) ● Don’t turn comments or posts into blatant sales pitches ● Avoid editing or deleting comments • Unless they’re spam • Unless they’re offensive
  52. 52. Rule 1: Five second rule
  53. 53. Rule 2: Proper attribution is a must “The proper (and considerate) protocol is to write some brief commentary, perhaps quote small sections of these writings -and without exception link back to the original sources. If you can be the one to introduce interesting new sources to the feed readers of the world, and drive traffic in their direction, everyone wins.” Source: ‘Publish and Prosper, Steve Broback and DL Byron
  54. 54. Rule 3: Comment & trackback! The real (well, almost) currency of the blogosphere…
  55. 55. Rule 4: Know your readers WILL THEY PUT UP WITH BLATANT SALES PITCHES?
  56. 56. Rule 5: SEO and blogs go together You can optimize your posts – carefully ● Inbound and outbound links ● Fresh content with relevant keywords ● Google juice ● Augment your Search Engine Marketing
  57. 57. Rule 6: Content is king With RSS, we’ve come full circle ● White background, black text, blue links…
  58. 58. Who’s the best blogger? Your readers will tell you – if you listen ● Someone who writes great email ● They’re not afraid to have a point of view ● SME – subject matter expert – especially if you have a technical audience… bloggers have to have ‘street cred’ ● Is real, or is cited responsibly • Character blogs are summarily rejected by over-30 crowd • Younger audiences are trained to be more media savvy
  59. 59. How often do I blog? ● Two to three times a week is serious – fewer posts, you’re not ● Google spiders index more the more often you write ● Short posts are what the pros make – but be authentic to your style ● Consistency and interesting content are key
  60. 60. Free! is a very good price SELECTING YOUR BLOG SOFTWARE – A CAUTIONARY TALE Start where you intend to stay… ● www.blog.marqui.com vs. www.marqui.com/blog
  61. 61. Tools: Pinging services Extend your reach simply and easily…
  62. 62. Blog resources You’ve got some friends in the blogosphere…. ● www.janetleejohnson.com (marketing, blogs, communications) ● www.blogbusinesssummit.com (all business blogs, all the time) ● www.eff.org/bloggers (if you’re a blogger, great legal resource) ● www.michaelocc.com (pr pro writes about blogs, social media, pr) ● www.gapingvoid.com (for a laugh every single time you go)
  63. 63. Thank you! Janet Johnson www.janetleejohnson.com
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