USING BLOGGING AS A
WEAPON

The Battle Plan
• What’s the Problem?
• Formula for Successful
Blogs
• Influencing your Brand
• Security
• Revenue
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Problem: Blogs Die
• 95% of all Blogs are
Abandoned (NYT)
• Need either Passion or
$$ (jackbenimble)
• 7.4MM / 133MM blogs
updated last 120 days
(Technorati)
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Problem: Most Blogs Suck
• The well runs dry
• Poor execution
• Stale postings
• Lack of focus
• Lack of motivation
• Disillusionment
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Problem: Value is ??
• What is your company
getting out of this?
• Reporting?
• Metrics?
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Formula for Success
• Plan Plan Plan!
• Tie in SEO
• Pick Bloggers Carefully
• Engage audience
• Don’t get stale
• External Analytics
• Internal Analytics
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Influence Your Brand
The days of “control” are gone
• Brand your blog
• SEO
• Help your bloggers out!
• Assign topics
• Blogging 360
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Security
• Social Media Policy
• Blogger Agreement
• Restrict Live Posting
• Moderate Comments
• reCAPTCHA
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Drive Revenue
• Marriott: $4MM in 18
months
• GM’s Fastlane Blog:
$180K annually
• Determine your metrics
• Measure / Analyze
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Sources
• The New York Times “Blogs Falling in an Empty Forest” Douglas Quenqua. June 5,
2009. http://www.nytimes.com/2009/06/07/fashion/07blogs.html?_r=1
• Jackbenimble blog “Why some blogs fail” June 7, 2009.
http://wwwjackbenimble.blogspot.com/2009/06/why-some-blogs-fail.html
• 123 Social Media.com “Social Media Policy Examples” January 23, 2009
http://123socialmedia.com/2009/01/23/social-media-policy-examples/
• Revenews.com “Blogging for Brands” Matt Griffin. March 10, 2009
http://www.revenews.com/mattgriffin/blogging-for-brands/
• Forrester Research “New ROI of blogging report from Forrester January 25, 2007.
http://blogs.forrester.com/groundswell/2007/01/new_roi_of_blog.html
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[RE]sources
• Social Media Policy Examples
– http://my.opera.com/community/blogs/corp-policy/
– http://blogs.cisco.com/news/comments/ciscos_internet_postings_policy/
– http://www.intel.com/sites/sitewide/en_US/social-media.htm
– http://www.bbc.co.uk/guidelines/editorialguidelines/advice/personalweb/index.s
html
• 10 Must Haves for your social Media Policy (via Mashable)
– http://mashable.com/2009/06/02/social-media-policy-musts/
• Example Blogger Agreement
– http://centeach.uiowa.edu/BloggersAgreement.pdf
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Friend me up!
Tom Williams
W | 614.360.1872
C | 773.213.8579
@tom8williams
twilliams@innogage.com
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