Blogging 101 - Research-Plan-Engage-Measure
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The document provides an overview of blogging best practices for business purposes. It recommends researching other relevant blogs, planning blog content and structure, actively engaging with readers by posting and commenting frequently, and measuring the blog's success based on metrics like readership and engagement over time. The goal of business blogging is to establish expertise, expand networks, and influence audiences.
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Blogging 101 - Research-Plan-Engage-Measure
- 1. Contact: Bill Chamberlin, Principal Consultant, Social Insights Practice, IBM Market Insights Blogging 101: Research. Plan. Engage. Measure Version 3-0
- 7. Web 2.0 and new social media has opened up many new sources for communication and collaboration.
- 8. The Influencer Network Is Changing Advertisers Publishers Media Bloggers Editors Journalists / Reporters “ Consumers turning to each other online is not a fad anymore. Companies opening up to customers isn’t that different from the risks associated with doing business every day,” -- Forrester Research Industry Analysts Customers / Consumers Trusted Bloggers / Twitters / Social Connections Traditional Media
- 11. The most popular bloggers realize that they have the ability to influence decision makers New product announced. Social strategy kicks in Joe = Influential Blogger $$$ Jane = Influential Blogger $$$ $$$ $$$ The more SMEs we have adding their voice to the conversations in the Social Media, the more opportunity we have to influence purchase decisions
- 16. Google blog advanced search options lets you fine tune your search for the blogs that are specific to your topic area http://blogsearch.google.com/blogsearch/advanced_blog_search
- 17. Google blog search: Example search results page
- 18. IceRocket is a popular blog and social search tool
- 19. Technorati search is another tool to help you find relevant blogs
- 20. Twithority can also help you identify influencers for your topic area
- 22. Have a plan. Link any effort in blogging to your overall business objectives. Business Process Potential Uses Marketing Research Monitor other blogs. Understand customers, influencers, etc. Monitor conversations around topics ( e.g., your brand, your key customers, your main competitors, etc.) Communications Distribute news, press releases, real-time information, crisis management, news during events, product announcements Networking Form new relationships and ‘ecosystems’ with all stakeholders, including influencers (analysts, bloggers, journalists), peers, colleagues, customers, Marketing Promotion, coupons, search engine optimization, brand marketing, Influencer marketing, event marketing, social content distribution Customer Sales & Support Connect , strengthen relationships, get feedback , conduct polls, provide assistance, link to information, etc. Partner Support Connect , strengthen relationships, get feedback, conduct polls, provide assistance, link to information, etc. Human Resources Recruit! Promote company & careers, post jobs Product Management Generate new ideas, test ideas, get feedback
- 37. Corporate bloggers focus on measuring number of visitors and comments. Source: Technorati’s State of the Blogosphere 2009
Editor's Notes
- BTE is a catchy, graphic way to describe the complex concept of tacit knowledge… Information is a by-product – what we are looking for is to collaborate – to build the relationships and tap into the knowledge and capabilities available via the relationship
- Influential Bloggers have the ability to reach people who otherwise would not have known about the new product Here is an example of how that happens New product announced News is released on tech-portals Promo clips and product presentations uploaded to media-sharing sites Joe, an influential blogger reads about it and decides to put it on his blog. Joe finds images, video clips, and product info and posts to his blog More influencers find out about IBM’s new product. They talk about it…. They write reviews… and we at IBM can use those reviews at IBM.com as 3 rd party unbiased reviews In the end, decision makers consult the online buzz in their social networks and find these blogs and reviews. They use this information as input into their decision making process Our clients want help in developing a strategy to identify existing internal and external subject matter experts and develop them into online community and social networking influencers that can positively impact the IBM brand.
- How often do I need to post? I would recommend posting at least once a week. While more is usually better, posting less frequently is not always a problem. As long as you’re establishing and maintaining the connection to your readers, a specific schedule isn’t as important. Personally, I find that my posts come in spurts. I may go a week between posting, and then publish 5 posts over the course of 2 days. How long do posts have to be? Not long at all - the post length should fit the content. Sometimes it will be 2 sentences, sometimes 2 paragraphs, and sometimes (OK, rarely) 2 pages. How long does it take to create a post? For in-depth posts, it probably takes anywhere from 1 - 2 hours, depending on the topic, how long the post, how much you need to look around for links. If you're just commenting on an interesting article or pointing out a new video, it may take 10 min to create a post.
- How often do I need to post? I would recommend posting at least once a week. While more is usually better, posting less frequently is not always a problem. As long as you’re establishing and maintaining the connection to your readers, a specific schedule isn’t as important. Personally, I find that my posts come in spurts. I may go a week between posting, and then publish 5 posts over the course of 2 days. How long do posts have to be? Not long at all - the post length should fit the content. Sometimes it will be 2 sentences, sometimes 2 paragraphs, and sometimes (OK, rarely) 2 pages. How long does it take to create a post? For in-depth posts, it probably takes anywhere from 1 - 2 hours, depending on the topic, how long the post, how much you need to look around for links. If you're just commenting on an interesting article or pointing out a new video, it may take 10 min to create a post.
- How often do I need to post? I would recommend posting at least once a week. While more is usually better, posting less frequently is not always a problem. As long as you’re establishing and maintaining the connection to your readers, a specific schedule isn’t as important. Personally, I find that my posts come in spurts. I may go a week between posting, and then publish 5 posts over the course of 2 days. How long do posts have to be? Not long at all - the post length should fit the content. Sometimes it will be 2 sentences, sometimes 2 paragraphs, and sometimes (OK, rarely) 2 pages. How long does it take to create a post? For in-depth posts, it probably takes anywhere from 1 - 2 hours, depending on the topic, how long the post, how much you need to look around for links. If you're just commenting on an interesting article or pointing out a new video, it may take 10 min to create a post.
- Don't Waste Time...Be Productive!! Write about 1) the project you are working OR 2) an emerging topic area you are passionate about. Provide factual information, then add your sights. Blog about a conference call or webinar. Your Reader Is Your Client. Treat your readers like you would your best client. The quality of the content in your blog entry should be similar to any deliverable your would hand your client. For example, don’t just copy and paste text from another article, even if you set it up within quotes. Add your value in your own words. Do this by adding your own analysis, insights and recommendations. Include hot links to articles and other work you and others have done on the blog or elsewhere so readers can continue the learning process. Make it look professional. Make it look like you would want any professional deliverable to look like. Keep the look and feel consistent. Check for grammatical and spelling errors. Consider including a picture or video if appropriate. Spend time looking through other blog entries to see what posts look the most professional, then try to duplicate that effort. Be passionate, but don't 'rant/rave‘ or complain. Be Visible and Conversational. Come back often and check up on comments to your blog and other blog posts. Readers enjoy an interactive conversation….not a one way communication.
- Social Computing Guidelines: http://w3.ibm.com/blog/guidelines.html Business Conduct Guidelines: http://w3-03.ibm.com/ibm/documents/corpdocweb.nsf/ContentDocsByTitle/Business+Conduct+Guidelines
- How often do I need to post? I would recommend posting at least once a week. While more is usually better, posting less frequently is not always a problem. As long as you’re establishing and maintaining the connection to your readers, a specific schedule isn’t as important. Personally, I find that my posts come in spurts. I may go a week between posting, and then publish 5 posts over the course of 2 days. How long do posts have to be? Not long at all - the post length should fit the content. Sometimes it will be 2 sentences, sometimes 2 paragraphs, and sometimes (OK, rarely) 2 pages. How long does it take to create a post? For in-depth posts, it probably takes anywhere from 1 - 2 hours, depending on the topic, how long the post, how much you need to look around for links. If you're just commenting on an interesting article or pointing out a new video, it may take 10 min to create a post.
- How often do I need to post? I would recommend posting at least once a week. While more is usually better, posting less frequently is not always a problem. As long as you’re establishing and maintaining the connection to your readers, a specific schedule isn’t as important. Personally, I find that my posts come in spurts. I may go a week between posting, and then publish 5 posts over the course of 2 days. How long do posts have to be? Not long at all - the post length should fit the content. Sometimes it will be 2 sentences, sometimes 2 paragraphs, and sometimes (OK, rarely) 2 pages. How long does it take to create a post? For in-depth posts, it probably takes anywhere from 1 - 2 hours, depending on the topic, how long the post, how much you need to look around for links. If you're just commenting on an interesting article or pointing out a new video, it may take 10 min to create a post.