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Enter The Blogosphere


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An introduction to blogging for corporations, organizations and individuals.

An introduction to blogging for corporations, organizations and individuals.

Published in: Economy & Finance, Technology

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  • Transcript

    • 1. B l o g o s p h e r e Zenobia Public Relations jennifer james mccollum, © 2008
    • 2. B l o g s D e f i n e d
      • Blogosphere
        • The total universe of blogs
      • Blogs
        • A website that displays in chronological order the postings by one or more individuals and usually has links to comments on specific entries
        • To write entries in, add material to, or maintain a weblog.
    • 3. C o m m e n t i n g
      • Ensure two-way communication
      • Comments edited in advance of posting
      • Allow mix of negative, positive comments
      • Constructive criticism OK
      • Valid, non-hostile complaints OK
    • 4. W e b S i t e ?
      • Blogs are not Web sites
      • Less formal in style, language
      • Not “corporate slick”
    • 5. B l o g P h e n o m e n o n
      • 55 Million Blogs as of December 2006
      • Number doubles every six months
      • 2 blogs - every second everyday
      • Web sites built with blogging in mind
    • 6. P r o m o T o o l s
      • Labels/Tags
      • Technorati
      • Digg
      • Twitter
      • FaceBook
      • MySpace
      • You Tube
    • 7. O K B l o g s
      • 2006 Okie Blog Awards
      • Best Family Blog
      • Best Humor Blog
      • Best Culture Blog
      • Best Commercial Blog (company sponsored)
    • 8. B l o g g e r s
      • Highly engaged
      • Seek best sources of information
      • Participate, advance discussion in their field
      • Visible authorities in their field
      • 2/3 of all blogs NOT written in English
      • Most blogs focused on technology topics
      • Second most popular blog - personal journal
    • 9. W h y B l o g ?
        • News releases = top-down, one-way, communication
        • Old techniques must be supplanted
        • 2-way communication essential
        • Receive input
        • Benefit from dynamic discussion
    • 10. B l o g P r o s
        • Build valuable relationships
        • Engage with customers/publics
        • Improve bottom line
        • Become more “findable”
        • Reach a localized audience
        • Talk with a national audience
        • Converse globally
    • 11. B l o g C o n s
      • Could be a fad
      • Forced to quickly handle bad news, crises
      • Must be maintained on regular basis
      • Comments can be cruel, hurtful
      • Greater access to our critics
      • Must respond to all comments quickly
    • 12. C o n s i d e r a t i o n s
        • Blogs must involve dialogue
        • Adept listening is key
        • Managing “feedback loop” is critical
    • 13. A B l o g P l a n
        • The following is a 10-step PR Plan for a
        • corporate or organizational blog.
        • It is designed using the 10-step plan the
        • Universal Accreditation Board
        • for PRSA builds upon for the APR exam,
        • the exam practitioners take as part of the
        • accreditation process.
    • 14. G o a l s
      • Increase traffic to company Web site
      • Educate public about company mission, activities
      • Communicate info of interest, concern
      • Initiate dialogue
      • Provide a tool for two-way talk
    • 15. A c t i v i t i e s
      • Publicize special events
      • Feature human interest stories
      • Address special issues
      • Highlight notable bloggers
    • 16. 3 O b j e c t i v e s
      • Increase traffic/visitors to Web site by 25 percent from one year of debut
      • Achieve 10 (meaningful) links from one year of debut
      • Achieve 5 non-paid media placements (free publicity) about blog in a variety of media from 18 months of debut
    • 17. 2 M o r e
      • Publish 33 percent of constructive criticisms (duplication is expected)
      • Attract comments on 25 percent of posts
    • 18. S t r a t e g i e s
      • Use signage to drive traffic to blog
      • Market/pitch blog to appropriate media, organizations, other bloggers
      • Use word-of-mouth marketing tactics
      • Pursue awards to gain recognition
      • Strategically cross link
    • 19. S t r a t e g i e s
      • Read other blogs in the marketplace
      • Use a conversational tone
      • Leave comments on other blogs in your audience, provide a link back to your blog
      • “ Name the Blog” Contest for employees or public
    • 20. S t r a t e g i e s
        • Respond to all comments on your site (keep the conversation going)
        • Aim to connect with a small audience
        • Discuss topics that are relevant to your audience, real business or user needs.
        • Strike a balance. Be REAL not RAW
        • Be interesting not slick
    • 21. S t r a t e g i e s
        • Be natural! Pumping the organization on every post is not the point of blogging
        • Telling good news is acceptable!
    • 22. A u d i e n c e
      • Identify five key audiences you are trying to attract
      • You don’t need the “world” linked to your blog
    • 23. M a t e r i a l s
      • Computer
      • Blog host (typepad, blogger, etc.)
      • Royalty-free photos
      • Original content (photos, articles)
    • 24. B u d g e t
      • Design
      • Photo service
      • Staff time
    • 25. T i m e l i n e
      • Four weeks to educate decision makers
      • Four weeks to develop initial content
    • 26. E v a l u a t i o n
      • Place a hit counter on your blog
      • Track URLs and unique hits
      • Track numbers of negative and positive comments
      • Evaluate publicity using Likert Scale
      • Track staff time; report against ROI
    • 27.
      • Virtual Public Relations · Flat Fees · No Billable Hours
      • zenobiapublicrelations @
      Z e n o b i a