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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

Published in: Business, Technology

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  • Transcript

    • 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