Blogging And Business


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Blogging and Business presentation by Robert Beerworth at CeBIT Australia 2008.

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Blogging And Business

  1. 2. <ul><li>What is blogging? </li></ul><ul><li>How you develop a blog and make it work? </li></ul><ul><li>Some examples. </li></ul>Presentation Outline
  2. 3. <ul><li>Yet another... </li></ul><ul><li>poorly introduced, </li></ul><ul><li>poorly explained, </li></ul><ul><li>poorly implemented </li></ul><ul><li>technology by the internet industry. </li></ul>What is a blog?
  3. 4. <ul><li>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. </li></ul>A blog is actually...
  4. 5. <ul><li>Only for kids </li></ul><ul><li>Nobody knows what a blog is </li></ul><ul><li>They are not searching for them </li></ul><ul><li>Blogs require considerable effort </li></ul><ul><li>Are waste of time </li></ul><ul><li>Receive bad comments and spam </li></ul>Mistruths (start rolling your eyes)
  5. 6. <ul><li>“ Blogging is no different to any form of web publishing, it just plays a different role” </li></ul>Blog Publishing
  6. 7. <ul><li>Website is marketing based </li></ul><ul><li>Explains your products and services </li></ul><ul><li>Communication is one sided </li></ul>You website content is typically...
  7. 8. <ul><li>Conversational </li></ul><ul><li>Allows you to set the agenda </li></ul><ul><li>Discuss market trends </li></ul><ul><li>Indirectly discuss competitors </li></ul><ul><li>Can be personal </li></ul><ul><li>Authoritative discussion </li></ul>Your blog content is typically...
  8. 9. <ul><li>Talk like a human </li></ul><ul><li>Gets underneath the usual spin </li></ul><ul><li>Say things you can’t usually say; about competitors, providing rationale </li></ul><ul><li>Brand and reputation building </li></ul><ul><li>Positions you as an expert, people believe what they read </li></ul>Blogging Upsides
  9. 10. <ul><li>Address, deal with and support very specific business objectives </li></ul><ul><li>Start the conversation much earlier on </li></ul><ul><li>High visibility in the search engines </li></ul>Blogging Upsides
  10. 11. <ul><li>Launch product services, especially on a very relevant level (Top 10 cars for your kids) </li></ul><ul><li>Be strategically clever (Top Tier, Second Tier) </li></ul><ul><li>Openly discuss your products and services </li></ul><ul><li>Announcements (even before media releases) </li></ul><ul><li>Control the agenda </li></ul><ul><li>Discuss support issues </li></ul><ul><li>Discuss challenges </li></ul>Your Business Blog can...
  11. 12. Research to Action
  12. 13. <ul><li>Treat it like any other business strategy </li></ul><ul><li>Do it properly and don’t cut corners (when you think you can) </li></ul><ul><li>Don’t just re-publish press releases </li></ul><ul><li>Have a strategy and a plan </li></ul>You need to take it seriously
  13. 14. <ul><li>Inexpensive compared to other types of marketing </li></ul><ul><li>Cost may include </li></ul><ul><ul><li>CMS (if not free) </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Hosting </li></ul></ul><ul><ul><li>Marketing ( SEO, SEM and other) </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Copywriting (if required) </li></ul></ul>Cost of Blogging
  14. 15. <ul><li>The best looking blogs are not necessarily the best </li></ul><ul><li>You don't have to spend hundreds of thousands </li></ul>Investment
  15. 16. <ul><li>Wordpress </li></ul><ul><li>Movable Type </li></ul><ul><li>Blogger </li></ul><ul><li>TypePad </li></ul>Popular Blogging Platforms
  16. 17. <ul><li> </li></ul><ul><ul><li>Good for sites that are not solely blogs </li></ul></ul><ul><ul><li>Can adapt to exiting navigation </li></ul></ul><ul><ul><li>Central traffic aggregation & page rank </li></ul></ul><ul><li> </li></ul><ul><ul><li>Good for blog only sites but hard to use if your content expands or changes </li></ul></ul>What URL should I use?
  17. 18. <ul><li> </li></ul><ul><li>From a business blog perspective you should register your own domain </li></ul><ul><li>Must be part of your branding strategy </li></ul>What URL should I not use?
  18. 19. Syndicated Content
  19. 20. <ul><li>Allows you to syndicate your blog content to others </li></ul><ul><li>Has an advantage for Search Engines </li></ul><ul><li>Allows people to subscribe to your content </li></ul>RSS (Really Simple Syndication)
  20. 21. <ul><li>Can be measured by: </li></ul><ul><li>RSS subscribers </li></ul><ul><li>Leads generated </li></ul><ul><li>Viewers </li></ul><ul><li>Media Enquiry </li></ul><ul><li>Increase in Sales </li></ul>Blogs and ROI
  21. 22. <ul><li>Who will be responsible for updating the blog in your business? </li></ul><ul><ul><li>Public Relations </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>New Media </li></ul></ul><ul><ul><li>Online Marketing </li></ul></ul><ul><ul><li>Departments, Management </li></ul></ul>Which Department
  22. 23. <ul><li>Create a weekly content plan </li></ul><ul><li>Know what you are going to blog about </li></ul><ul><li>Coordinate with PR, Marketing and Sales teams </li></ul><ul><li>Blog about industry events and happenings </li></ul><ul><li>Have guest bloggers, i.e. different staff members </li></ul>Content Planning
  23. 24. Robert’s Unscientific Blog Graph
  24. 25. <ul><li>Hold your breath </li></ul><ul><li>Won’t happen overnight (but it could!) </li></ul><ul><li>There will be a lag period </li></ul><ul><li>The four post blog syndrome </li></ul>Time to success
  25. 26. <ul><li>Quality traffic </li></ul><ul><li>Highly qualified </li></ul><ul><li>Clear niche </li></ul><ul><li>Interested in products and services or your business </li></ul>Create Traffic
  26. 27. <ul><li>Search Engine Optimise the blog </li></ul><ul><li>Undertake a Search Engine Marketing campaign </li></ul><ul><li>Submit to the major search engines </li></ul><ul><li>Submit to blog directories and relevant websites </li></ul><ul><li>Gain Back links from other blogs </li></ul>Search
  27. 28. <ul><li>Tell clients & customers about the blog </li></ul><ul><li>Send a press release to related media & trade publications </li></ul><ul><li>Put a link from your homepage and email signature file to the blog </li></ul><ul><li>Publish on your business card, marketing material & collateral </li></ul>Marketing
  28. 29. <ul><li>Over 75% of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue. </li></ul><ul><li>70% of reporters check a blog list on a regular basis. </li></ul><ul><li>Source: US Media Survey by Brodeur & MarketWire </li></ul>The Media
  29. 30. <ul><li>57% of reporters read blogs at least two to three times a week. </li></ul><ul><li>48% say they are “lurkers” – they read but rarely comment on blogs. </li></ul><ul><li> Source: US Media Survey by Brodeur & MarketWire </li></ul>The Media
  30. 31. <ul><li>Randy’s Journal </li></ul><ul><li> </li></ul><ul><li>Randy Tinseth, VP Marketing for Boeing Commercial Airplanes in Seattle. </li></ul><ul><li>Shows “behind the scenes” at Boeing </li></ul><ul><li>Day to day challenges faced </li></ul>Blog Case Study - Global Reach
  31. 32. Blog Case Study – Randy’s Journal
  32. 33. Blog Case Study - National Reach <ul><li>Now we are talking </li></ul><ul><li> </li></ul><ul><li>Blog by Telstra </li></ul><ul><li>Discusses issues affecting the telecommunications industry </li></ul><ul><li>Creates debate about the future of telecommunications in Australia </li></ul>
  33. 34. Blog Case Study – Telstra
  34. 35. Blog Case Study - Niche Reach <ul><li>Smart Blog </li></ul><ul><li> </li></ul><ul><li>SmartMarket is an Australian specialist direct response agency. </li></ul><ul><li>Blog talks about trends in direct marketing industry </li></ul>
  35. 36. Blog Case Study – Smartmarket
  36. 37. Blog Case Study – My Blog <ul><li>Robert Beerworth </li></ul><ul><li> </li></ul><ul><li>Aided in the growth of our business </li></ul><ul><li>Strategically important </li></ul><ul><li>Lead generation </li></ul><ul><li>Discusses client outcomes and industry happenings </li></ul>
  37. 38. Blog Case Study – My Blog
  38. 39. <ul><li>Monitor your brand and blog online </li></ul><ul><li>How do you deal with blogger attacks? </li></ul>Reputation Management
  39. 40. <ul><li>Trackur by Andy Beal </li></ul><ul><li> </li></ul><ul><li>Google Alerts </li></ul><ul><li> </li></ul>Online Reputation Monitoring
  40. 41. <ul><li>Allows bloggers & companies to publish feeds on Facebook </li></ul><ul><li>Works on both Facebook Profiles & Pages </li></ul><ul><li>Automatically creates links to new content on your site </li></ul><ul><li>Over 20k installations globally </li></ul><ul><li> </li></ul>Facebook: Blog RSS Feed Reader
  41. 42. <ul><li>Fuelled by video sites like </li></ul><ul><li>Easy to record video blogs using webcams. </li></ul><ul><li>Video engages users </li></ul><ul><li>Syndicate to mainstream video sites </li></ul>Vlogging (video blogs)
  42. 43. <ul><li>Wine Library TV </li></ul><ul><li> </li></ul><ul><ul><li>Hosted by Gary Vaynerchuk </li></ul></ul><ul><ul><li>Airs 5 days a week </li></ul></ul><ul><ul><li>More than 60,000 viewers a day </li></ul></ul><ul><ul><li>Wine news, tastings and reviews about the wines they sell. </li></ul></ul><ul><ul><li>Grew from a $4 million dollar business to a $45 million business. </li></ul></ul>Video Blogging – Case Study
  43. 44. <ul><li>Next thing in the blogging </li></ul><ul><li>Twitter </li></ul><ul><li>Frequent text updates </li></ul><ul><li>Less than 200 characters </li></ul><ul><li>Could be just hyperlinks </li></ul>Micro-blogging
  44. 45. <ul><li>Don’t consider this optional </li></ul><ul><li>Don’t consider video as futuristic </li></ul><ul><li>Dynamic and proven business model </li></ul><ul><li>Don’t see it as a cost centre. </li></ul>Final Note
  45. 46. Questions PowerPoint available at [email_address]