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081118 - Blog Marketing

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A presentation that I gave at La Salle Business & Engineering School

A presentation that I gave at La Salle Business & Engineering School

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  • 1. BLOG MARKETING DIGITAL Waggener Edstrom Worldwide |Ged Carroll |November 18, 2008
  • 2. BLOG MARKETING:
    • What is a blog?
    • Blog culture
    • Corporate culture
    • Listening
    • Blogger relations
    • Running your own blog
    • Case studies
    • Questions
  • 3. WHAT IS A BLOG?
  • 4. WHAT IS A BLOG?
    • A blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order
    • With the advent of video blogging, the word blog has taken on an even looser meaning — that of any bit of media wherein the subject expresses his opinion or simply talks about something
  • 5. WHAT IS A BLOG CONTINUED?
    • A blog can be an individual site or it can be part of the ‘mainstream media
    • Often (but not always allows interaction with the readership through a comments section
    • Bloggers are the new columnists: taste-makers and critics
  • 6. BLOG CULTURE
  • 7. BLOG CULTURE
    • Participatory
    • Community – increasingly complex interaction across social media
    • Independent
    • Informal
    • Self-referencing
    • Meme-driven
    • Focused
    • Generally local rather than global
    • Complex interconnections
    • Trusted
  • 8. CORPORATE CULTURE
  • 9. CORPORATE CULTURE
    • How flat is your organisation structure?
    • How open and authentic is your organisation culture?
    • Do you trust employees to talk openly about the organisation?
    • How regulated is your organisation?
    • Do you have a unique perspective to offer the marketplace?
    • Is there a significant need for trust in your brands prior to purchase?
    • Does your organisation need to build a stronger sense of loyalty and dialogue with stakeholders?
    • Is your product/brand category is going through significant change right now?
    • Does your product or service have a long purchasing cycle and/or significant decision criteria?
    • Is your route to market reliant upon third parties (channel, retail partners)?
    • Do you manage issues/crises on a frequent basis?
    • Is your organisation high profile (frequently talked about in the media and with key stakeholders)?
  • 10. LEVELS OF ONLINE PR ENGAGEMENT
    • Monitoring: no engagement but active listening to what is being said about the organisation and its peers – any related issues
    • Low-level engagement: as Monitoring plus response-led online presence
    • High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activities
  • 11. LISTENING
  • 12. BENCHMARK RESEARCH
    • Map out existing community discussions
      • Your organisation
      • Brands
      • Locations
      • Employees
    • Map out competitor discussions
      • Company
      • Brands
      • Key partners
      • Individuals
    • Look at backlinks – Google link: yoursite.com
    • Google blog search
    • Technorati
    • Look at authority – Quarkbase.com is handy
    • Map out communities, plotting blogs that are referenced to build up a picture of ‘super nodes’ in the community over time
  • 13. MONITORING
      • Measurement tools often don’t have the speed of near real-time updates and you have to go back to basics
      • Google alerts:
        • Ongoing monitoring
      • Google news alerts
      • Google blog search
      • Technorati :
        • RSS-fed buzz with authority meter
      • Yahoo! Site Explorer :
        • Inbound links
      • Website analytics
      • Radian6 – commercial offering that many major brands like
      • Blog metrics (Feedburner is a good place to start)
    • Pull this all together with RSS
  • 14. A LITTLE BACKGROUND ON RSS
    • The paradigm
      • The tickertape (1870s - 1960s)
      • Reuters, Telerate, Bloomberg
      • Teletext
      • Financial TV
      • PointCast, BackWeb and BBC ticker
      • RSS & Atom
  • 15. READER CHOICE
    • Information presentation
    • How much information?
    • Application, plug-in or online?
    • Is mobile access required?
  • 16.
    • A quick run through setting up a Bloglines account (www.bloglines.com)
    • Click on register at the top right of the page
    • Complete form
    • Complete click on confirmation mail
    SETTING UP A READER
  • 17.
    • Select which news feeds you would like
    • Go and get an easy subscribe button for your browser from: http://www.bloglines.com/help/easysub
    SETTING UP A READER CONT’D
  • 18. BLOGGER RELATIONS
  • 19. BLOGGER RELATIONS
    • Use benchmark studies to choose your ‘12 disciples’
    • Start reading their blog, occasionally providing relevant comment to posts to develop a rapport
    • Develop an influencer panel
      • Develop a modified approach to media outreach for the bloggers
    • Guest bloggers on your own blog
    • Creating collaborative content
  • 20. RUNNING A CORPORATE BLOG
  • 21.
    • The right reasons:
      • We have something to say
      • We would like to be able to have a dialogue with our customers
      • We’re passionate about our industry and have something to say (and folks are likely to listen)
      • We’d like to share some of our know-how with the wider community
    • The wrong reasons:
      • The board says that we need a blog
      • Someone down the golf/squash club thought that it would be a good idea
      • PR Week said that blog is the word of 2006
      • We want to tell people about our latest XXX (insert client product details here)
      • Its something I can get you guys to do
    • Business reasons
      • Cost effective CMS
      • Improved market intelligence - getting closer to the customer
      • Putting the personality in brand
      • Attracts inbound links (if done well), a form of SEO
    THE WHY
  • 22. RUNNING A CORPORATE BLOG
    • Put your house in order
    • Provide guidance for employees personal social media
    • Start understanding the community that you want to engage
    • Start thinking about editorial: not only the first few posts but longer term planning
    • Think about ongoing resources for writing posts and responding to comments and indirect feedback
    • What is the blog(s) designed to achieve?
    • How will that success be measured?
    • How will employees be incentivised to participate?
    • Do the management team realise the long-term commitment that a blog requires?
    • How doe the blog fit into the organisations overall web strategy?
    • Is there a willingness to change based on the feedback received?
  • 23. SPECIFICATION / DESIGN
    • Brand guidelines
      • Guidelines are not tramlines
      • URL – Working Families for Wal-Mart
    • Think reader:
      • Make sure your code works
      • Make sure it works for different sizes
      • Test for browser compatibility
        • MS IE 6 & 7
        • Mozilla 2 & 3
        • Safari 3.2
        • Opera 9.5
      • If you discuss mobile, allow it to be read via a mobile browser like Opera Mini and webkit-based browsers for Symbian an iPhones
  • 24. SPECIFICATION / DESIGN
    • SEM
      • Submit your site to Google, Yahoo!, Live.com, Ask
    • USABILITY - KISS
      • Don’t go with a fixed-width
      • One column if you can
      • Flash is mostly evil, AJAX can be good
      • Think navigation – archives, categories/tag clouds
      • Make it easy to subscribe
      • Easy to search via Rollyo or Google Co-op to name just two options
    06/06/09
  • 25. SPECIFICATION / DESIGN
    • Choose your platform to run the blog on carefully
      • Moveable Type
      • WordPress
      • MSN Spaces
      • Blogger
      • Microsoft Community Server
    • Think about the posts, now and in the future
      • Measurement, bookmarking, video enclosures, dynamic content – support for JavaScript, AJAX, RSS feeds, audio files, images, documents, blogroll, contributor pages for transparency
    06/06/09
  • 26. TOOLS
    • Open souce – published by Six Apart
    • Application and ISP hosted service
    • Spam protection
    • Comment and community management
    • Access to hundreds of plug-ins
    • Fully configurable permissions system
    • Native support for multiple blogs
    • Static pages and archiving
    • Optional paid professional support
    • Automatic RSS feed generation
    • Open source – more information at wordpress.org
    • Application, ISP and wordpress.com hosted service
    • Spam protection
    • Comment and community management
    • Access to hundreds of plug-ins and themes
    • Password protection on blog and individual posts
    • Doesn’t need to rebuild after every posting
    • Large support eco-system of free and paid expertise
    • Easy RSS feed generation
  • 27. CASE STUDIES
  • 28.  
  • 29. PODCASTS & VIDEO
    • Tends to be one-way rather than two-way communications
    • Dynamic delivery
    • Audio is portable and flexible to consume
    • Video requires captive attention – need to be respectful of the audiences time
    • Content needs to be: original, interesting, humourous
    • Two’s company – have a sidekick
    • Succinct
    Audio blogs Q&A interviews Executive speeches Panel discussions Storytelling Self-guided product tour Online learning
  • 30. © Waggener Edstrom Worldwide 2008