Blogging lecture3

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Blogging lecture3

  1. 1. Engagement Part 1: Blogging 29 January
  2. 2. What are we going to do?• Insight: – What are blogs and Blogosphere – Some does and donts – Blogging Styles• Practical: – Think about a blog, strategy and content Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  3. 3. Why use blogs?
  4. 4. Why use Blogs?• Keep an audience informed• Mobilise and energise a community• Reach out to stakeholders• Forum for debate• Resources of information• Hubs to connect to other social media Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  5. 5. What Are Blogs?
  6. 6. What are blogs?• Name comes from ‘web log’• Wordpress, Blogger, Moveable Type• Squidoo, Hubpages (self publishing)• ‘Blogosphere’ Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  7. 7. What features do blogs have? What is good? What is bad?
  8. 8. Key Features About Blogs• Turnkey publishing platform – Text, video, photos, sound• ‘Push’ concept: – Content automatically is syndicated to readers and the web e.g. search engines• Conversation and Participation: – Comments and trackbacks (links to blog) – Polls, interactivity – feedburner• SEO friendly: – Keywords, regularly changing content, search engine spiders like them• Metrics: – Provide lots of interesting data Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  9. 9. Do and Don’ts Of Blogging• DO: – Know your strategy – Know your audience – Engage with appropriate blogging style – Post regularly and split posts up aka the “arabian night method” – Use plugins .. Twitter feed, latest comments, bookmarking etc – Use keywords and tags – Have a RSS feed and optin box Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  10. 10. Do and Donts Of Blogging• DON’T: – Leave spam or random negative posts online – Break character or be anonymous – stop Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  11. 11. How Can You Use A Blog?
  12. 12. How Can You Use A Blog• Events• Features• Polls• Facts• Press releases• Stories .. Human interest etc• Opinions, feedback, responses < important Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  13. 13. Who has written a blog? Is it easy or hard?
  14. 14. ‘Old’ rules apply: Awareness Interest Desire Action
  15. 15. Blogging Styles• Different styles require different periods of update• Styles will also influence comments and trackbacks• Some styles are easy, others are quite hard• 5 suggested styles …. Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  16. 16. Expert Insights….• Topic … PR, cats, football, nightlife• Writer shares insight, original ideas, commentary, trends• Quite difficult – Mashable – Problogger• Daily blog posts• Generates good buzz Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  17. 17. Breaking News …• Announcement and news not found anywhere else• Being first matters• Frequent daily posting• Generates lots of buzz• Hard to maintain – Engadget.com Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  18. 18. Me Too Blogging …• Select a topic that’s already being talked about• News item that’s currently popular• 2 or 3 days a week• Regular readers may share comments• Not too hard – Mark Borkowski Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  19. 19. Evangelist Blogging• Passionate postings showing affinity, support for a cause, organization, product, individual etc• Inspire and inform• Daily• Can create buzz, have viral power• Medium difficulty Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  20. 20. Top Ten Favourite Lists Blogging• Popular and effective method• Top ten things• Best, favourite etc etc• Good for bookmarking and reading later• Viral• Need to be done daily• Create good buzz• Not too difficult Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  21. 21. Tell your story……. People will listen
  22. 22. Tell Your Story• The before and after• The discovery story• The telling secrets story• The third person testimonial• The Us vs Them Saga Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  23. 23. Summary• Tell stories• Listen• Understand who your audience is• Communicate and build a relationship• Measure Building Relationships Through Blogging Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction www.directdigitalresponse.com
  24. 24. Workshop Activity Building Relationships Through BloggingCopyright. All rights reserved. The Moo Group 2001 – 2011 An Introductionwww.directdigitalresponse.com

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