What is blogging? How you develop a blog and make it work? Some examples. Presentation Outline

What is blogging?

How you develop a blog and make it work?

Some examples.

Yet another... poorly introduced, poorly explained, poorly implemented technology by the internet industry. What is a blog?

Yet another...

poorly introduced,

poorly explained,

poorly implemented

technology by the internet industry.

A blog (an abridgment of the term web log) is a website, with regular entries of commentary, descriptions of events, or other material such as graphics or video. A blog is actually...

A blog (an abridgment of the term web log) is a website, with regular entries of commentary, descriptions of events, or other material such as graphics or video.

Only for kids Nobody knows what a blog is They are not searching for them Blogs require considerable effort Are waste of time Receive bad comments and spam Mistruths (start rolling your eyes)

Only for kids

Nobody knows what a blog is

They are not searching for them

Blogs require considerable effort

Are waste of time

Receive bad comments and spam

“ Blogging is no different to any form of web publishing, it just plays a different role” Blog Publishing

“ Blogging is no different to any form of web publishing, it just plays a different role”

Website is marketing based Explains your products and services Communication is one sided You website content is typically...

Website is marketing based

Explains your products and services

Communication is one sided

Conversational Allows you to set the agenda Discuss market trends Indirectly discuss competitors Can be personal Authoritative discussion Your blog content is typically...

Conversational

Allows you to set the agenda

Discuss market trends

Indirectly discuss competitors

Can be personal

Authoritative discussion

Talk like a human Gets underneath the usual spin Say things you can’t usually say; about competitors, providing rationale Brand and reputation building Positions you as an expert, people believe what they read Blogging Upsides

Talk like a human

Gets underneath the usual spin

Say things you can’t usually say; about competitors, providing rationale

Brand and reputation building

Positions you as an expert, people believe what they read

Address, deal with and support very specific business objectives Start the conversation much earlier on High visibility in the search engines Blogging Upsides

Address, deal with and support very specific business objectives

Start the conversation much earlier on

High visibility in the search engines

Launch product services, especially on a very relevant level (Top 10 cars for your kids) Be strategically clever (Top Tier, Second Tier) Openly discuss your products and services Announcements (even before media releases) Control the agenda Discuss support issues Discuss challenges Your Business Blog can...

Launch product services, especially on a very relevant level (Top 10 cars for your kids)

Be strategically clever (Top Tier, Second Tier)

Openly discuss your products and services

Announcements (even before media releases)

Control the agenda

Discuss support issues

Discuss challenges

Research to Action

Treat it like any other business strategy Do it properly and don’t cut corners (when you think you can) Don’t just re-publish press releases Have a strategy and a plan You need to take it seriously

Treat it like any other business strategy

Do it properly and don’t cut corners (when you think you can)

Don’t just re-publish press releases

Have a strategy and a plan

Inexpensive compared to other types of marketing Cost may include CMS (if not free) Design Hosting Marketing ( SEO, SEM and other) Time Copywriting (if required) Cost of Blogging

Inexpensive compared to other types of marketing

Cost may include

CMS (if not free)

Design

Hosting

Marketing ( SEO, SEM and other)

Time

Copywriting (if required)

The best looking blogs are not necessarily the best You don't have to spend hundreds of thousands Investment

The best looking blogs are not necessarily the best

You don't have to spend hundreds of thousands

Wordpress http://www.wordpress.com Movable Type http://www.movabletype.org/ Blogger https://www.blogger.com/ TypePad http://www.typepad.com/ Popular Blogging Platforms

Wordpress http://www.wordpress.com

Movable Type http://www.movabletype.org/

Blogger https://www.blogger.com/

TypePad http://www.typepad.com/

www.domain.com/blog Good for sites that are not solely blogs Can adapt to exiting navigation Central traffic aggregation & page rank www.domainblog.com Good for blog only sites but hard to use if your content expands or changes What URL should I use?

www.domain.com/blog

Good for sites that are not solely blogs

Can adapt to exiting navigation

Central traffic aggregation & page rank

www.domainblog.com

Good for blog only sites but hard to use if your content expands or changes

http://bigredhelicoptors.spaces.live.com/blog/ From a business blog perspective you should register your own domain Must be part of your branding strategy What URL should I not use?

http://bigredhelicoptors.spaces.live.com/blog/

From a business blog perspective you should register your own domain

Must be part of your branding strategy

Syndicated Content

Allows you to syndicate your blog content to others Has an advantage for Search Engines Allows people to subscribe to your content RSS (Really Simple Syndication)

Allows you to syndicate your blog content to others

Has an advantage for Search Engines

Allows people to subscribe to your content

Can be measured by: RSS subscribers Leads generated Viewers Media Enquiry Increase in Sales Blogs and ROI

Can be measured by:

RSS subscribers

Leads generated

Viewers

Media Enquiry

Increase in Sales

Who will be responsible for updating the blog in your business? Public Relations Marketing New Media Online Marketing Departments, Management Which Department

Who will be responsible for updating the blog in your business?

Public Relations

Marketing

New Media

Online Marketing

Departments, Management

Create a weekly content plan Know what you are going to blog about Coordinate with PR, Marketing and Sales teams Blog about industry events and happenings Have guest bloggers, i.e. different staff members Content Planning

Create a weekly content plan

Know what you are going to blog about

Coordinate with PR, Marketing and Sales teams

Blog about industry events and happenings

Have guest bloggers, i.e. different staff members

Robert’s Unscientific Blog Graph

Hold your breath Won’t happen overnight (but it could!) There will be a lag period The four post blog syndrome Time to success

Hold your breath

Won’t happen overnight (but it could!)

There will be a lag period

The four post blog syndrome

Quality traffic Highly qualified Clear niche Interested in products and services or your business Create Traffic

Quality traffic

Highly qualified

Clear niche

Interested in products and services or your business

Search Engine Optimise the blog Undertake a Search Engine Marketing campaign Submit to the major search engines Submit to blog directories and relevant websites Gain Back links from other blogs Search

Search Engine Optimise the blog

Undertake a Search Engine Marketing campaign

Submit to the major search engines

Submit to blog directories and relevant websites

Gain Back links from other blogs

Tell clients & customers about the blog Send a press release to related media & trade publications Put a link from your homepage and email signature file to the blog Publish on your business card, marketing material & collateral Marketing

Tell clients & customers about the blog

Send a press release to related media & trade publications

Put a link from your homepage and email signature file to the blog

Publish on your business card, marketing material & collateral

Over 75% of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue. 70% of reporters check a blog list on a regular basis. Source: US Media Survey by Brodeur & MarketWire The Media

Over 75% of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue.

70% of reporters check a blog list on a regular basis.

Source: US Media Survey by Brodeur & MarketWire

57% of reporters read blogs at least two to three times a week. 48% say they are “lurkers” – they read but rarely comment on blogs. Source: US Media Survey by Brodeur & MarketWire The Media

57% of reporters read blogs at least two to three times a week.

48% say they are “lurkers” – they read but rarely comment on blogs.

Source: US Media Survey by Brodeur & MarketWire

Randy’s Journal http://boeingblogs.com/randy Randy Tinseth, VP Marketing for Boeing Commercial Airplanes in Seattle. Shows “behind the scenes” at Boeing Day to day challenges faced Blog Case Study - Global Reach

Randy’s Journal

http://boeingblogs.com/randy

Randy Tinseth, VP Marketing for Boeing Commercial Airplanes in Seattle.

Shows “behind the scenes” at Boeing

Day to day challenges faced

Blog Case Study – Randy’s Journal

Blog Case Study - National Reach Now we are talking http://www.nowwearetalking.com.au/ Blog by Telstra Discusses issues affecting the telecommunications industry Creates debate about the future of telecommunications in Australia

Now we are talking

http://www.nowwearetalking.com.au/

Blog by Telstra

Discusses issues affecting the telecommunications industry

Creates debate about the future of telecommunications in Australia

Blog Case Study – Telstra

Blog Case Study - Niche Reach Smart Blog http://www.smartmarket.com.au SmartMarket is an Australian specialist direct response agency. Blog talks about trends in direct marketing industry

Smart Blog

http://www.smartmarket.com.au

SmartMarket is an Australian specialist direct response agency.

Blog talks about trends in direct marketing industry

Blog Case Study – Smartmarket

Blog Case Study – My Blog Robert Beerworth http://www.robertbeerworth.com Aided in the growth of our business Strategically important Lead generation Discusses client outcomes and industry happenings

Robert Beerworth

http://www.robertbeerworth.com

Aided in the growth of our business

Strategically important

Lead generation

Discusses client outcomes and industry happenings

Blog Case Study – My Blog

Monitor your brand and blog online How do you deal with blogger attacks? Reputation Management

Monitor your brand and blog online

How do you deal with blogger attacks?

Trackur by Andy Beal http://www.trackur.com/ Google Alerts http://www.google.com/alerts Online Reputation Monitoring

Trackur by Andy Beal

http://www.trackur.com/

Google Alerts

http://www.google.com/alerts

Allows bloggers & companies to publish feeds on Facebook Works on both Facebook Profiles & Pages Automatically creates links to new content on your site Over 20k installations globally http://apps.facebook.com/blogrssreader/ Facebook: Blog RSS Feed Reader

Allows bloggers & companies to publish feeds on Facebook

Works on both Facebook Profiles & Pages

Automatically creates links to new content on your site

Over 20k installations globally

http://apps.facebook.com/blogrssreader/

Fuelled by video sites like Easy to record video blogs using webcams. Video engages users Syndicate to mainstream video sites Vlogging (video blogs)

Fuelled by video sites like

Easy to record video blogs using webcams.

Video engages users

Syndicate to mainstream video sites

Wine Library TV http://tv.winelibrary.com Hosted by Gary Vaynerchuk Airs 5 days a week More than 60,000 viewers a day Wine news, tastings and reviews about the wines they sell. Grew from a $4 million dollar business to a $45 million business. Video Blogging – Case Study

Wine Library TV

http://tv.winelibrary.com

Hosted by Gary Vaynerchuk

Airs 5 days a week

More than 60,000 viewers a day

Wine news, tastings and reviews about the wines they sell.

Grew from a $4 million dollar business to a $45 million business.

Next thing in the blogging Twitter Frequent text updates Less than 200 characters Could be just hyperlinks Micro-blogging

Next thing in the blogging

Twitter

Frequent text updates

Less than 200 characters

Could be just hyperlinks

Don’t consider this optional Don’t consider video as futuristic Dynamic and proven business model Don’t see it as a cost centre. Final Note

Don’t consider this optional

Don’t consider video as futuristic

Dynamic and proven business model

Don’t see it as a cost centre.

Questions PowerPoint available at www.robertbeerworth.com [email_address]