Romexpo 2005


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One of my first speaking appearances in Romania. 3 talks on the basics of blogging, put in one deck for historical purposes.

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Romexpo 2005

  1. 1. All About Blogging the basics and the essentials
  2. 2. In the Beginning an introduction to blogging in just 5 minutes
  3. 3. Blogging Is <ul><li>Publishing platform </li></ul><ul><li>Set of technologies </li></ul><ul><li>Community </li></ul><ul><li>New style of communication </li></ul><ul><li>Direct communication (no middle-men, no control) </li></ul><ul><li>Social group (customs, rules & expectations) </li></ul>
  4. 4. Blogging Isn’t (Top 13 Lies) <ul><li>Blogging is just a fad </li></ul><ul><li>It is just a PR channel </li></ul><ul><li>I can't blog because I can't write </li></ul><ul><li>I don't have time to blog </li></ul><ul><li>Blogs are a great marketing gimmick, so I should catch the buzz wave and start one </li></ul><ul><li>Negative comments will harm your brand </li></ul><ul><li>Only the CEO should blog (open is open) </li></ul><ul><li>Competitors will steal your ideas </li></ul><ul><li>Blogs are purely an external exercise </li></ul><ul><li>Blogs give up too much knowledge to competitors </li></ul><ul><li>Readers might find out your products suck </li></ul><ul><li>Too many people are already blogging; you can't cut through the noise </li></ul><ul><li>There is no quantifiable ROI </li></ul>
  5. 5. Why Blogging is Important <ul><li>Improved communication (email is dead) </li></ul><ul><li>The ability to listen (and respond, when appropriate) </li></ul><ul><li>A new type of medium (less constraints, more “real voice”) </li></ul><ul><li>Easy consumer & market research (the tools need improving, but what is there is better than anything most businesses have ever had) </li></ul><ul><li>A “conversation” </li></ul>
  6. 6. 5 Keys to Blogging Success if you only hear 5 (ish) minutes of this talk, hear this
  7. 7. The 5 Keys <ul><li>Listen first </li></ul><ul><li>Blog with a purpose </li></ul><ul><li>Blog with passion </li></ul><ul><li>Keep listening </li></ul><ul><li>Be “real” </li></ul>
  8. 8. Listening: The Secret Weapon of Bloggers Everywhere
  9. 9. Strategy: Go Deep or Go Home
  10. 10. Passion: The Catalyst for Honesty
  11. 11. Listen Without Falling Asleep
  12. 12. Reality: Love It or Hate It
  13. 13. The Power of Positive Experiences create an experience, transform your business
  14. 14. The Power of a Negative Experience
  15. 15. The Power of a Positive Experience
  16. 16. The Ladder to Customer Evangelists <ul><li>Saboteurs </li></ul><ul><li>Reluctant consumers </li></ul><ul><li>Regular customers </li></ul><ul><li>Engaged participants </li></ul><ul><li>Evangelists </li></ul>
  17. 17. The Truth About Brands in your wallet or in your belly?
  18. 18. Is This a Brand?
  19. 19. Old Brands vs New Brands <ul><li>OLD BRANDS </li></ul><ul><li>Image </li></ul><ul><li>Position </li></ul><ul><li>Transmitting </li></ul><ul><li>Business </li></ul><ul><li>Packaging </li></ul><ul><li>Hype </li></ul><ul><li>Board Room </li></ul><ul><li>Mainstream Media </li></ul><ul><li>NEW BRANDS </li></ul><ul><li>Experience </li></ul><ul><li>Passion </li></ul><ul><li>Engaging </li></ul><ul><li>Community </li></ul><ul><li>Conversation </li></ul><ul><li>Opinion </li></ul><ul><li>Living Room </li></ul><ul><li>Blogs </li></ul>
  20. 20. Closing Thoughts use the force, but use it wisely
  21. 21. Blogging Strategy do it right or don’t do it at all
  22. 22. Blogs & The Marketing Mix blogs are a part of, not separate from your marketing
  23. 23. What Are Blogs? <ul><li>Frequently-updated Web page </li></ul><ul><li>Unique voice </li></ul><ul><li>Highly-networked social phenomenon </li></ul><ul><li>Informal conversation between the blogger and readers </li></ul>
  24. 24. Myths About Blogs <ul><li>Blogging is easy (be ready to work) </li></ul><ul><li>I can start a blog in 5 minutes </li></ul><ul><li>I’ll just post our press releases </li></ul><ul><li>Nobody that matters reads blog </li></ul>
  25. 25. Before Bloggers Companies Consumers Media Marketing Media Relations
  26. 26. After Bloggers Companies Consumers Media Marketing Media Relations Bloggers
  27. 27. 3 Parables of Blogging solid examples of blogging strategy
  28. 28. Parable #1: English Cut
  29. 29. Lesson #1 <ul><li>Blogs Level the Playing Field </li></ul>
  30. 30. Parable #2:
  31. 31. Google Results for
  32. 32. Boris’s Blog Feels Like a Scam Worst Customer Service Award Lost DVDs Again! &quot;ZIP&quot; as in &quot;zero&quot; service
  33. 33. Lesson #2 <ul><li>Be Aware of, And Participate In, Blogs </li></ul>
  34. 34. Parable #3: Union Square Ventures
  35. 35. Lesson #3 <ul><li>Create Awareness With Your Customers </li></ul>
  36. 36. Your Blogging Strategy key choices for success
  37. 37. Key Decisions <ul><li>Will You Blog? </li></ul><ul><li>Will You Respond to Blogs? </li></ul><ul><li>What Type of Blog to Have? </li></ul><ul><li>Will You Allow Comments On Your Blog? </li></ul><ul><li>Will You Track Blogs? </li></ul><ul><li>How Do Service Issues Get Routed? </li></ul><ul><li>What to Do With Negative Comments? </li></ul>
  38. 38. Will You Blog? <ul><li>The Value In Blogging </li></ul><ul><li>Communicate challenges </li></ul><ul><li>Handle issues effectively </li></ul><ul><li>Hear directly about complaints </li></ul><ul><li>Talk with your customers </li></ul><ul><li>The Alternatives </li></ul><ul><li>Track blogs to find feedback </li></ul><ul><li>Measure the impact of your message using blogs </li></ul><ul><li>Sponsor an industry blog to create awareness </li></ul><ul><li>Create resource blogs for your customers </li></ul>
  39. 39. What Type of Blog to Have? <ul><li>Executive Blog </li></ul><ul><li>Corporate Blog </li></ul><ul><li>Educational Blog </li></ul><ul><li>Community Blog </li></ul><ul><li>Industry Blog </li></ul><ul><li>… and more! </li></ul>
  40. 40. Will You Track Blogs? <ul><li>50 million of your customers are blogging their experiences </li></ul><ul><li>Simple / free services (Technorati, OpinMind, BlogPulse) through to more comprehensive / expensive ones </li></ul><ul><li>Vast amount of consumer research available (Intelliseek, Buzzmetrics, Measures of Success) </li></ul>
  41. 41. What to Do With Negative Comments? <ul><li>Opportunity to create a positive experience </li></ul><ul><li>Gain feedback on where processes or training may have failed </li></ul><ul><li>Gain insight into how specific airports or partners perform </li></ul>
  42. 42. Dealing With Negative Comments feedback is golden
  43. 43. Negative Comments <ul><li>Whether on your blog or someone else’s </li></ul><ul><li>Opportunity to create a positive experience </li></ul><ul><li>Opportunity to fix internal issues </li></ul>
  44. 44. When Responding to Negative Comemnts <ul><li>Find the underlying issue </li></ul><ul><li>Acknowledge the problem </li></ul><ul><li>Admit where you were wrong </li></ul><ul><li>Ask to talk directly to the person (email or phone) </li></ul><ul><li>Solve the issue (voucher, for example) </li></ul><ul><li>Fix the cause </li></ul><ul><li>Create a truly positive experience </li></ul>
  45. 45. A Story of Two Car Companies <ul><li>Chrysler </li></ul><ul><li>Wanted to help </li></ul><ul><li>Didn’t admit the issue </li></ul><ul><li>Sent customer away </li></ul><ul><li>GM </li></ul><ul><li>Admitted issue </li></ul><ul><li>Paid repair costs </li></ul><ul><li>Fixed underlying issue </li></ul><ul><li>Featured customer in dealership magazine </li></ul>
  46. 46. Closing; Blogging is a Tool make sure it fits your business needs
  47. 47. Success By Any Other Name solid tips and discussion for achieving success
  48. 48. How to Start Blogging the first step in blogging is not to blog
  49. 49. How to Start Blogging <ul><li>Don’t start blogging </li></ul><ul><li>Read other blogs (1 week) </li></ul><ul><li>Comment on other blogs (2 weeks) </li></ul><ul><li>Start your own private blog (2 weeks) </li></ul><ul><li>Link to other bloggers (2 weeks) </li></ul><ul><li>Tell friends (2 weeks) </li></ul><ul><li>Dance in celebration (1 minute) </li></ul><ul><li>Keep learning how to blog (forever) </li></ul>
  50. 50. Blogging Services get up and running fast
  51. 51. The Services <ul><li>Blogger </li></ul><ul><li>TypePad </li></ul><ul><li> </li></ul><ul><li>Yahoo! 360 </li></ul><ul><li>Blogware </li></ul>
  52. 52. Strengths <ul><li>Ease of setup </li></ul><ul><li>Decent customization </li></ul><ul><li>Take care of the foundational stuff </li></ul><ul><li>Handle “pain” areas (comment spam) </li></ul><ul><li>Let you just write </li></ul>
  53. 53. Weaknesses <ul><li>Lack of customization </li></ul><ul><li>You don’t own the content </li></ul><ul><li>Pain of exporting data </li></ul><ul><li>Losing subscribers and readers if you move </li></ul>
  54. 54. More Info <ul><li>Email me at to get a free chapter of my next book, dedicated just to evaluating the blogging services. </li></ul>
  55. 55. Blogging Platforms more control, with more work
  56. 56. Self-Hosting Your Blog <ul><li>Total control of design, domain, etc. </li></ul><ul><li>Better stats </li></ul><ul><li>Ability to customize software with plugins / extensions </li></ul>
  57. 57. Platforms of Choice <ul><li>Operating System limits choices </li></ul><ul><li>Linux: Wordpress, MovableType </li></ul><ul><li>Windows: .Text, Community Server </li></ul><ul><li>Wordpress: Huge community, easy setup, great extensions </li></ul><ul><li>MovableType: Limited license, decent extensions, difficult setup </li></ul><ul><li>.Text / Community Server: Difficult setup, great extensions, great community </li></ul>
  58. 58. Gaining Traffic the pride and joy of every blogger
  59. 59. Tips for Increasing Your Traffic <ul><li>Use attractive titles </li></ul><ul><li>Let users subscribe (RSS & email) </li></ul><ul><li>Link to the source, and to others in the conversation </li></ul><ul><li>Bring back old content (Related Posts, Best Of, etc) </li></ul><ul><li>Use search engines to your benefit </li></ul><ul><li>Put your blog address everywhere (business cards, email signature, etc) </li></ul>
  60. 60. Comment Spam the biggest pain in the blogosphere
  61. 61. How to Deal with Comment Spam <ul><li>About Comment Spam </li></ul><ul><li>Anti-Spam tools (Akismet, Spam Karma, Blacklists, CAPTCHA) </li></ul><ul><li>Closing old posts </li></ul><ul><li>No-Follow </li></ul>
  62. 62. Search Engine Tips no work, lots of benefit
  63. 63. Tips for Increasing Your Search Rank <ul><li>Permalinks (/year/month/postname) </li></ul><ul><li>Page Titles (Post Title | Blog Name) </li></ul><ul><li>Use Tags </li></ul><ul><li>Related Posts </li></ul><ul><li>Landing Pages </li></ul><ul><li>Google Sitemaps </li></ul><ul><li>Ping, ping, ping! ( </li></ul><ul><li>Get backlinks </li></ul>
  64. 64. Thank You & Good Luck!