This document provides an introduction to blogging. It discusses why blogging matters as a cost effective way to build relationships with customers and influencers. It emphasizes that blogging just for the sake of it brings no value and discusses finding your unique voice. The document provides tips for getting started like writing about passions, listening to comments, having opinions, and experimenting. It also discusses outreach, using blogs as part of an integrated online strategy, and maintaining a high quality blog through moderation and measurement.

1. Blogging
an introduction
Sara Ashton
Amnesty International

2. Why blogging matters?
Photo mindluge on Flickr
More intimate relationships
that brings you closer to
your customer and builds
affinity with your brand

3. Why blogging matters?
Photo makelessnoise on Flickr
Cost effective
tool you can
use to reach
influencers
who will
recommend
you to others

4. Why blogging matters?
Blogs spread news
They can give your
message wider momentum
– a blog is never
yesterday’s chip paper
Wider comment
opportunities for us and
others
Photo by Stacy Lynn Baum on Flickr

5. But before we start…
Blogging for the sake
of blogging will bring
no value

6. Let’s start here…
You are
unique
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7. Let’s start here…
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126 million
blogs
That’s a lot of noise
How are you different?

8. Getting started
Find
your
voice
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9. Getting started: Write
Write about the
things you’re
passionate about
Be clear and
consistent in your
communication
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10. Getting started: Invest
Your community will only
be as good as the amount
of effort you put in
Get involved
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11. Getting started: Listen
Don’t broadcast.
You don’t have to
respond to every
comment but it is
about listening and
facilitating
Photo by Tonamel on Flickr

12. Getting started: Ask their opinion
You don’t need to
provide all the
answers but give
your community
something to think
about
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13. Getting started: Have opinions yourself
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Don’t just report:
Have an opinion
and seek it
from others

14. Getting started: Experiment
Don’t be afraid to
evolve
Try new things:
Live blogging
Guest blogs
Photos
Video
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15. Blogger outreach
Build your network
Find bloggers and
connect
Comment on their
posts, use trackbacks,
have a blogroll and
feature bloggers in
your posts
Photo by Life in LDN on Flickr

16. Beyond blogging
Insert images of Amnesty on other networks
Blogging should be part of an integrated web strategy

17. Maintaining a high quality blog

18. Amnesty case study: International Women’s Day
We used a blog post to launch the campaign
Staged a ‘tweet mob’ to draw attention to the number of women facing violence in Britain each year.
At 1:10pm on Friday 6th March around 3000 people tweeted: ‘Each year around 1 in 10 women
experience rape or other violence. Act now: oneten.org.uk’

19. Amnesty case study: Shaming Shell

20. Moderation
Maintain a light touch,
your community will
often self moderate
Develop your
house rules

21. Measurement
Keep an eye on your
stats, work out which
posts are popular and
why

22. Building a blog
You can beon their
Comment up and
runninguse trackbacks,
posts, within ten
minutesblogroll and
have a on
Wordpress or Tumblr
feature bloggers in
your posts

23. Finally…
It’s not about the blog it’s
about the experience
you create
People talk about a unique
blog and share it with
their friends
A good experience builds
affinity and keeps them
coming back for more
Photo by Plastic_Bat on Flickr

24. Any questions?
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