USING BLOGGING AS A
      WEAPON
The Battle Plan

•   What’s the Problem?
•   Formula for Successful
    Blogs
•   Influencing your Brand
•   Security
•   ...
Problem: Blogs Die
      •   95% of all Blogs are
          Abandoned (NYT)
      •   Need either Passion or
          $$ ...
Problem: Most Blogs Suck
•   The well runs dry
•   Poor execution
•   Stale postings
•   Lack of focus
•   Lack of motivat...
Problem: Value is ??
       •   What is your company
           getting out of this?
       •   Reporting?
       •   Metr...
Formula for Success
•   Plan Plan Plan!
•   Tie in SEO
•   Pick Bloggers Carefully
•   Engage audience
•   Don’t get stale...
Influence Your Brand
The days of “control” are gone


              •   Brand your blog
              •   SEO
            ...
Security
•   Social Media Policy
•   Blogger Agreement
•   Restrict Live Posting
•   Moderate Comments
•   reCAPTCHA




 ...
Drive Revenue

      •   Marriott: $4MM in 18
          months
      •   GM’s Fastlane Blog:
          $180K annually
    ...
Sources
•   The New York Times “Blogs Falling in an Empty Forest” Douglas Quenqua. June 5,
    2009. http://www.nytimes.co...
[RE]sources
•     Social Media Policy Examples
    – http://my.opera.com/community/blogs/corp-policy/
    – http://blogs.c...
Friend me up!
Tom Williams
    W | 614.360.1872
    C | 773.213.8579
    @tom8williams
    twilliams@innogage.com
    http...
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AMA Using Blogging As A Weapon

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Blogs have a 95% failure rate according to a study by the New York Times. If you are serious about your blog and want to stay out of the graveyard, you need to look at this.

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AMA Using Blogging As A Weapon

  1. 1. USING BLOGGING AS A WEAPON
  2. 2. The Battle Plan • What’s the Problem? • Formula for Successful Blogs • Influencing your Brand • Security • Revenue www.InnoGage.com
  3. 3. Problem: Blogs Die • 95% of all Blogs are Abandoned (NYT) • Need either Passion or $$ (jackbenimble) • 7.4MM / 133MM blogs updated last 120 days (Technorati) www.InnoGage.com
  4. 4. Problem: Most Blogs Suck • The well runs dry • Poor execution • Stale postings • Lack of focus • Lack of motivation • Disillusionment www.InnoGage.com
  5. 5. Problem: Value is ?? • What is your company getting out of this? • Reporting? • Metrics? www.InnoGage.com
  6. 6. Formula for Success • Plan Plan Plan! • Tie in SEO • Pick Bloggers Carefully • Engage audience • Don’t get stale • External Analytics • Internal Analytics www.InnoGage.com
  7. 7. Influence Your Brand The days of “control” are gone • Brand your blog • SEO • Help your bloggers out! • Assign topics • Blogging 360 www.InnoGage.com
  8. 8. Security • Social Media Policy • Blogger Agreement • Restrict Live Posting • Moderate Comments • reCAPTCHA www.InnoGage.com
  9. 9. Drive Revenue • Marriott: $4MM in 18 months • GM’s Fastlane Blog: $180K annually • Determine your metrics • Measure / Analyze www.InnoGage.com
  10. 10. 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 www.InnoGage.com
  11. 11. [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 www.InnoGage.com
  12. 12. Friend me up! Tom Williams W | 614.360.1872 C | 773.213.8579 @tom8williams twilliams@innogage.com http://profile.to/tom8williams http://delicious.com/tom8williams http://flickr.com/photos/tom8williams http://www.linkedin.com/in/tom8williams www.InnoGage.com

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