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Social Media Learning Lunch Part 4 Business Blogging

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Social Media training session from Network Solutions - Business Blogging

Social Media training session from Network Solutions - Business Blogging

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    • 1. Network Solutions Learning Lunch: Part 4–Business Blogging March 30, 2009 Steven Fisher
    • 2. ROI of this Session
      • Learn what a blog is
      • What business and corporate blogging is
      • Who and why people are doing this
      • What we do here at Network Solutions
      • Do’s and Don’ts of Blogging
      • How You Can Participate
    • 3. What Makes Up a Blog?
      • Easy content creation and publishing
      • RSS and Subscription
        • Really Simple Syndication
        • It’s the way your posts are fed to your readers.
        • Readers use an RSS Reader like My Y!, Google Reader, or Gator
        • RSS is pull, not push
      • Comments
      • Linking and Syndication
      • Widgets and Plugins
    • 4. Why Blog?
      • Thought leadership
      • Share experiences and value w/ community
      • SEO
      • Provide capture point for marketing initiatives
      • Influence the media
      • Crisis PR
      • And much, much more
    • 5. Content: Editorial Mission
      • The editorial mission serves as a compass
      • Determines topics
      • Coming up with ideas can be a brainstorm
      • How do the topics tie to your work?
      • Your stakeholders?
      • Do you have commentary to add?
    • 6. Content: Bringing the Editorial Mission to Life
      • Think in brush strokes
      • Color commentary on pertinent topics
      • Posts are often 3-10 paragraphs in length
      • Fully researched concepts can be broken into several posts
    • 7. Content: Tone
      • It’s not a formal business document
        • Personality should be included
        • Write it like you were talking with someone on a Saturday
      • Remove unnecessary 1 st person (I, me)
      • Edit for grammar
    • 8. Content: Structure
      • Long diatribes will drive people away
      • Ideal paragraph length is 3-6 lines
      • Posts greater than 10 paragraphs should be broken into two posts
      • Minimum of three links to other blogs per post
      • Ideal: Video, audio to supplement
      • Must: A picture for each post
    • 9. Content: Researching Links, Photos
      • Flickr Creative Commons for Images: http://www.flickr.com/creativecommons/
      • Make sure to provide attribution
      • Places to research blog posts for crosslinks:
        • s.technorati.com
        • blogsearch.google.com
        • Icerocket.com
      • Use key words and phrases from posts to find links
      • Ideal: You or PR firm is using del.icio.us to build reservoir of links, informative posts
    • 10. Promotion
      • Comment on and link to other blogs
        • Other bloggers will become aware of you and link back
      • Register the blog with Technorati, Google Blogs, and other blog search engines
      • Include the blog’s url in your email signature, on your business card, and on your social network profiles
    • 11. Frequency & Fodder
      • The more you post, the better
        • 2 – 3 times a week is a good goal
        • Be consistent
      • Need ideas?
        • Read other blogs on your topic
        • Stay on top of news related to your topic
        • Your offline experiences are valuable & a great platform for a unique idea or perspective
        • Keep an idea log for future posts
    • 12. Business Blogging Types External blog (ex. brand blog)
      • free discussion of issues
      • collective intelligence
      • direct communication between various layers of an organization
      • a sense of community
      Internal blog (ex. HR blog) CEO's blog
      • conversation with customers
      • better identification of trends
      • testing new ideas and products
      • visibility (SEO)
      • spreading company's values
      • company's vision and mission
      • CEO's values and life, making him more "accessible"
      • part of company's branding
      • written by the CEO
      • Jonathan Schwartz (President & CEO, Sun Microsystems)
      • Microsoft developers' blogs
      • Direct2Dell blog
      Types of corporate blogs
    • 13. Big Brand Example: Dell
      • Embracing social media is a huge undertaking, and involves a large investment.
      • Dell didn’t shy away from these obstacles, instead they’ve gone above and beyond, truly cultivating a cross-platform community.
      • They’ve created multiple Twitter handles, a network of blogs, and are very active on Facebook.
      • Dell is also one of the few companies to publicly state that they created a return on investment from Twitter. Apparently, Dell’s social media efforts help create “$1 million in revenue“.
    • 14. Big Brand Example: Ford
      • Looking at ford.digitalsnippets.com you might just see another press release web site.
      • The also are using multiple feedburner feeds for various products and categories.
      • On the homepage you can see that they’re using a Flickr widget and the bottom of the page has an automotive type of blogroll in the footer.
      • They’re using a Creative Commons license on the bottom of every page - an “Attribution-NonCommercial” license.
      • Basically you can remix the content for Non-commercial use, which I believe is a first for such a big corporate giant as Ford - especially for media assets such as these.
    • 15. Big Brand Example: IBM
      • When IBM decided they wanted to start using blogs, they didn’t just create one blog, they created an entire network.
      • IBM created a way and allowed their employees to write about their experiences, what they’re working on, or any other topic of choice.
      • IBM capitalizes on the intelligence of their employees to give consumers insight into what happens behind the scenes.
      • By giving the industry experts they’ve hired a voice, IBM is able to highlight the people behind their products.
      • Users get to see how IBM operates, and are given a direct connection with IBM employees.
    • 16. First, there was Solutions Are Power…
    • 17. … and then there were 10. Blog URL Mantra Design Blog http://www.netsoldsg.com/ Everything UI MySolutionSpot http://blog.mysolutionspot.com Small Business Networking and Education Internal Blog http://intranet.netsol.com/wordpress/ Hub of Network Solutions Online Marketing Blog www.marketing.networksolutions.com/blog Small Business Marketing Solutions Are Power Blog http://blog.networksolutions.com/ Getting the Most Out of Your Online Business Women Grow Business http://www.womengrowbusiness.com Women Entrepreneurs Growing Their Business Grow Smart Business http://www.growsmartbusiness.com Smart Small Business Advice and Resources Chief Knowledge Guru Blog http://www.chiefknowledgeguru.com Advice and Resources on Leveraging E-Commerce Blog http://www.networksolutionsecommerceblog.com/ Living and Breathing E-Commerce Smart Web Site Security http://www.smartwebsitesecurity.com Securing Your Online Presence
    • 18. DO’s
        • DO Write in a human tone of voice
        • DO Use meaningful titles
        • DO Enable and monitor your comments
        • DO Link to other sites
        • DO Be Passionate
        • DO Give credit where it’s due (pictures, text quotes)
        • DO Syndicate and re-use text
    • 19. DON’T - Posting
        • Topics in which The Company is involved in litigation or could in the future: (i.e. policy, customer disputes, etc.)
        • Non-public information of any kind about The Company, including, but not limited to, policies and strategy
        • Illegal or banned substances and narcotics
        • Pornography or other offensive illegal materials
        • Defamatory, libelous, offensive or demeaning material
        • Private/Personal matters of yourself or others
        • Disparaging/threatening comments about or related to anyone
        • Personal, sensitive or confidential information of any kind
        • Consistent with the The Company Employee Social Media and Blogging Guidelines, please do not write any content or postings that involve or are related to the following items:
        • Great Post on Policies and Guidelines from Raj Malik
        • http://blog.networksolutions.com/2009/sxsw-follow-up-corporate-social-media-guidelines/
    • 20. Many Ways to Participate
      • Become a Contributor
        • 15 minutes to write a blog post
      • Start Your Own Blog
        • Personal Blog
        • Network Solutions Blog
      • Where Can I get Started?
      • Self-hosted e.g. Wordpress.org
      • Web-services
        • http://wordpress.com
        • http://www.blogger.com (Google)
        • http://www.livejournal.com
        • http://windowslivewriter.spaces.live.com/
    • 21. Few Quick Steps To Get Started
      • Pages – create an About Me
      • Links – add your neighbour’s blog
      • Appearance
        • choose template
        • add widgets
      • Settings – Discussion – Comment moderation
      • Start Writing!
    • 22. Final Thoughts from others
      • Listen first
      • Conversation, not publishing
      • Be a useful conversationalist
      • Build relationships - one at a time
      • Take a Leap of Faith and Jump In!
    • 23. Questions?

    ×