WordCamp 2010: Blogging for Business

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Presented at WordCamp Houston, August 2010

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  • Amanda: When starting a blog on behalf of a company, there are a lot of steps between zero and blog. It’s not just improv, but requires a lot of planning, timing, commitment, as well as good writing.
  • LAUREN: But before we go into all the details, we wanted to show you this video from a group called Improv Everywhere. *VIDEO* That was a fun example of what Improv looks like, but was it really Improv Why did we show this video? …next slide
  • Like a Blog it looks like improv, but it’s not Requires… Lots of reading Competitive research Deciding what you like and why? Talking to customers Finding psychographic twins
  • Like a Blog it looks like improv, but it’s not Requires… Lots of reading Competitive research Deciding what you like and why? Talking to customers Finding psychographic twins
  • LAUREN: research – find where the audience is: -blogs, interlinking networks -online communities -determine who are the key players -what are they talking about? -What do they use blogs and social media for? AMANDA: How that translates to what the client provides… -MOS features, offerings (training, relocation, deployment support, child care, counseling…) --- Not only looking at what military families were interested in and saying, but we are also interested in identifying contributors (with relevant content and following) for the blog
  • AMANDA: Is naked (or in this case semi naked) funny or is it awkward? In developing a blog You have to answer the basic questions who you are, what you do and why it matters??? Does this blog concept reach its intended public? Is it useful? Will they laugh at you? LAUREN: explain what Improv Everywhere group did in these pictures -Will they get the joke? Put yourself out there, but do your research to know whether your audience (intended and not) will find it funny or awkward
  • LAUREN: One of the most concrete ways to move the process forward is by creating an editorial calendar. Show specifically how you are going to fill this time – loose themes, evergreen content, topics and type of posts. AMANDA: specific examples for energy company Plan for evergreen, establish some loose themes, like show in this example of an edcal
  • AMANDA: Most of us can probably agree that tuning into the show LOST during season five would be confusing. Remember that your audience can tune in at anytime. What are they going to see. LAUREN: Consistency shows you have the resources and commitment to service your public. AMANDA: Thinking out the point we made about buy in and keeping the blog dynamic with new content is important. What if your prospect googled you and your blog showed up before your website… how would that reflect on you? Not an extension of your marketing, make it worthwhile…
  • AMANDA: you must have company. To blog for a company you must have company---a team Large or small you need to build some consensus or the blog (concept or otherwise) may dies a slow death without the critical buy in Identify the stakeholders and bring them into the loop (leadership, creative resources, marketing, legal….), roll out your plan -may be dealing with a culture shift in the organization and educating people on why and how of the blog Roll out your plan, have your research conducted, rationale established, plan IV. You must have company It takes a team Have concrete ideas to show them, conversation starters Buy-in Support Collaboration Assign an editor(s), who will carry the torch -- Do you research, develop a sketch, rationale, plan for content
  • LAUREN: talk about voice of the Mom 2.0 blog AMANDA: mothership approach vs. spinoffs V. What’s your voice? Your approach? Think about your total presence on the web, its not just for looks, does the content represent your identity/voice OR do you want to take it in a new direction for a specific purpose/audience, and how does that reflect back on your brand Mothership strategy Spin offs with no relation Think about the long term Examples: MMI, Mom 2.0
  • AMANDA: There are lots of different ways to fuel the content Look internally. Look externally. What do you have a to say, what are your resources to say it — find those people! LAUREN: Who will carry the torch? VII. Recruit bloggers to write for you Internal vs. external example
  • LAUREN: How do you recruit? How do you keep your resources engaged? AMANDA: --attending conferences --looking for stories --attending company community events
  • LAUREN: What does this look like? Establish a frequency Plan -- Editorial Calendar/Assignments -- Editor carries the torch, what’s the process
  • AMANDA: EXISTING IS NOT ENOUGH Don’t forget to include links, mentions of your blog in your marketing and e-Newsletters (but the content must be distinct from marketing) VIII. Promotion Twitter, facebook, YouTube, Flickr, website Enewsletters Advertising/PR Cross promote with other blogs Guest write Blog badge Get involved with your online community/public
  • AMANDA: Connecting with affinity groups like the PGA tour!! VIII. Promotion Twitter, facebook, YouTube, Flickr, website Enewsletters Advertising/PR Cross promote with other blogs Guest write Blog badge Get involved with your online community/public
  • Always stay focused on what the purpose of the project is. Route back to it for guidance.
  • Lots of reading Competitive research I. Looks like improv, but’s it’s not Decide what you like and why? Talking to customers Find psychographic twins
  • WordCamp 2010: Blogging for Business

    1. 1. Whose Blog Is It Anyway?8.7.10Amanda & Lauren
    2. 2. http://www.youtube.com/watch?v=wKB7zfopiUA&feature=playe
    3. 3. It looks like improv, but it’s not.
    4. 4. You must have company.
    5. 5. Just start Googling…
    6. 6. Is it funny oris it awkward?• Will this blog concept reach its intended public?• Why does it (or will it) matter to them?• Will they get the joke? (Consider all possible audiences) Improv Everywhere’s “No Pants Subway Ride”
    7. 7. Energy Company Editorial CalendarJanuary: July:How is your resolution going? Fourth of July Safety TipsCheck your AC, spring is coming! Vacation Season Hurricane SeasonFebruary: August:Love your environment promo Moving Season Vacation Season Hurricane SeasonMarch: September:March Madness - Mad for Saving! Hurricane SeasonSpring / Summer Energy Saving Tips Light-up SeasonApril: October:Fun ways to save with the family “Scary energy facts”Spring / Summer Energy Saving Tips Hurricane Season Light-up SeasonMay: November:Moving Season Hurricane SeasonVacation Season Light-up Season Holiday energy saving tipsJune: December:Moving Season Make an energy saving resolution!!Vacation Season Have a “Resolution” YouTube ContestGearing up for Hurricane Season Holidays sales push
    8. 8. Your audience can tune in at any time!Consistency shows you have the resources and commitment to serve your public. Season Five on LOST
    9. 9. mothership approach vs. spinoffs
    10. 10. Voice
    11. 11. Content – Who will carry the torch?
    12. 12. Content – Who will carry the torch?
    13. 13. MMI Editorial Calendar
    14. 14. Promotion
    15. 15. Promotion
    16. 16. It’s not improv.• Research• Define audience• Build consensus and support• Establish voice• Plan for content and contribution• Connect and promote
    17. 17. Don’t just stand pantless in thesubway for no reason.

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