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Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
Blogging And Business
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Blogging And Business

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

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

Published in: Economy & Finance, Technology
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  • 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
  • 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?
  • 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...
  • 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)
  • 6. <ul><li>“ Blogging is no different to any form of web publishing, it just plays a different role” </li></ul>Blog Publishing
  • 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...
  • 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...
  • 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
  • 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
  • 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...
  • 12. Research to Action
  • 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
  • 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
  • 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
  • 16. <ul><li>Wordpress http://www.wordpress.com </li></ul><ul><li>Movable Type http://www.movabletype.org/ </li></ul><ul><li>Blogger https://www.blogger.com/ </li></ul><ul><li>TypePad http://www.typepad.com/ </li></ul>Popular Blogging Platforms
  • 17. <ul><li>www.domain.com/blog </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>www.domainblog.com </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?
  • 18. <ul><li>http://bigredhelicoptors.spaces.live.com/blog/ </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?
  • 19. Syndicated Content
  • 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)
  • 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
  • 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
  • 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
  • 24. Robert’s Unscientific Blog Graph
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 31. <ul><li>Randy’s Journal </li></ul><ul><li>http://boeingblogs.com/randy </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
  • 32. Blog Case Study – Randy’s Journal
  • 33. Blog Case Study - National Reach <ul><li>Now we are talking </li></ul><ul><li>http://www.nowwearetalking.com.au/ </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>
  • 34. Blog Case Study – Telstra
  • 35. Blog Case Study - Niche Reach <ul><li>Smart Blog </li></ul><ul><li>http://www.smartmarket.com.au </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>
  • 36. Blog Case Study – Smartmarket
  • 37. Blog Case Study – My Blog <ul><li>Robert Beerworth </li></ul><ul><li>http://www.robertbeerworth.com </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>
  • 38. Blog Case Study – My Blog
  • 39. <ul><li>Monitor your brand and blog online </li></ul><ul><li>How do you deal with blogger attacks? </li></ul>Reputation Management
  • 40. <ul><li>Trackur by Andy Beal </li></ul><ul><li>http://www.trackur.com/ </li></ul><ul><li>Google Alerts </li></ul><ul><li>http://www.google.com/alerts </li></ul>Online Reputation Monitoring
  • 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>http://apps.facebook.com/blogrssreader/ </li></ul>Facebook: Blog RSS Feed Reader
  • 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)
  • 43. <ul><li>Wine Library TV </li></ul><ul><li>http://tv.winelibrary.com </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
  • 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
  • 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
  • 46. Questions PowerPoint available at www.robertbeerworth.com [email_address]

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