Corporate Blogging: When, Why and How

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  • Corporate Blogging: When, Why and How

    1. 1. PRESENTED BY: KATE BRODOCK FOUNDER & PRINCIPAL OTHER SIDE GROUP Corporate Blogging: When, Why and How
    2. 2. Agenda <ul><li>Notes A few items before we start </li></ul><ul><li>Strategy Getting to the “Why” </li></ul><ul><li>Why Uses of blogs in the corporate setting </li></ul><ul><li>When When is a good time to start a blog </li></ul><ul><li>How Getting started </li></ul><ul><li>More Resources for further information </li></ul><ul><li>Contact For clarification and further questions </li></ul>
    3. 3. <ul><li>NOTES </li></ul>Notes Strategy Why When How More Contact
    4. 4. What I’m Technologies or Technicalities Not Going to Blog Promotion Talk About PR/Blogger Outreach In-depth SEO concepts B2C vs B2C Look for the B2B logo (below) for those concepts particularly helpful for B2B Notes Strategy Why When How More Contact
    5. 5. <ul><li>STRATEGY </li></ul>Notes Strategy Why When How More Contact
    6. 6. <ul><li>Strategy is Important to Success! </li></ul><ul><li>Set Goals </li></ul><ul><li>Align with existing Marketing/Business strategy </li></ul><ul><li>Align with any current social media programs in place </li></ul><ul><li>Determine Metrics </li></ul><ul><li>Set Expectations (Realistic Ones) </li></ul><ul><li>Monitor Progress </li></ul><ul><li> </li></ul>Notes Strategy Why When How More Contact
    7. 7. For further description on graphic, please visit David Armano’s blog here . Notes Strategy Why When How More Contact
    8. 8. <ul><li>Key Concepts of Social Media </li></ul><ul><ul><li>Conversation </li></ul></ul><ul><ul><li>Participation </li></ul></ul><ul><ul><li>Brand Personality </li></ul></ul><ul><ul><li>Customer Engagement </li></ul></ul><ul><ul><li>Content Management </li></ul></ul><ul><ul><li>Thought Leadership </li></ul></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Influence/Reach </li></ul></ul><ul><ul><li>Community </li></ul></ul>For further description on graphic, please visit Valoria Maltoni’s blog . Notes Strategy Why When How More Contact
    9. 9. <ul><li>WHY </li></ul>Notes Strategy Why When How More Contact
    10. 10. <ul><li>Why Blog? </li></ul><ul><li>Provide Information </li></ul><ul><li>Receive Feedback </li></ul><ul><li>Engage in a conversation </li></ul><ul><li>Distribute Content and resources </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Increase SEO Options </li></ul><ul><li>Provide Channel to update audience </li></ul><ul><li> </li></ul>Notes Strategy Why When How More Contact
    11. 11. <ul><li>Why NOT to Blog? </li></ul><ul><li>Someone told you had to </li></ul><ul><li>Your resources are Limited </li></ul><ul><li>You’re looking for short-term results </li></ul><ul><li>You want a place to broadcast </li></ul><ul><li>You don’t have backing </li></ul><ul><li> </li></ul>Notes Strategy Why When How More Contact
    12. 12. <ul><li>WHEN </li></ul>Notes Strategy Why When How More Contact
    13. 13. <ul><li>When to start: </li></ul><ul><li>Determine your strategy & goals </li></ul><ul><li>Get buy in </li></ul><ul><li>Formulate a content plan </li></ul><ul><li>Resource allocation </li></ul><ul><li>Assign maintenance </li></ul><ul><li>Educate yourself </li></ul>Notes Strategy Why When How More Contact
    14. 14. <ul><li>HOW </li></ul>Notes Strategy Why When How More Contact
    15. 15. A FEW TECHNICAL ISSUES TO THINK ABOUT Website/Server capabilities SEO Maximization Metrics/Analytics Tools Register your Blog Notes Strategy Why When How More Contact
    16. 16. A FEW LARGE PICTURE ITEMS Create Value! Organization Allow for interaction Brand personality Resource allocation Frequency of posting Offer ways to share your content Notes Strategy Why When How More Contact
    17. 17. A FEW THINGS THAT WORK Providing industry information Storytelling Making a claim/promise Call to Action Interviews Response to industry Conference Coverage Response to company coverage Notes Strategy Why When How More Contact
    18. 18. A FEW ENHANCEMENT OPTIONS Polls Pictures, Stats, Graphs Audio, Video, or Rich Media Blogroll Brand personality Resource allocation Frequency of posting RSS Feed Option Offer ways to share your content Email option Link out Search field Notes Strategy Why When How More Contact
    19. 19. A FEW THINGS NOT TO DO Broadcast Post infrequently Prevent interaction Censure interaction Notes Strategy Why When How More Contact
    20. 20. “ This is the blog of Kinaxis™, developers of the RapidResponse on-demand service that empowers multi-enterprise manufacturers with integrated and collaborative demand-supply planning, monitoring, and response capabilities.” Notes Strategy Why When How More Contact Purpose of Blog Date Authors Content About Page
    21. 21. <ul><li>MORE </li></ul>Notes Strategy Why When How More Contact
    22. 22. Articles/Blog posts Chris Brogan’s Blog – General blogging tips as well as a good blogging example The Many Challenges of Corporate Blogging – Jeremiah Owyang, 29 May 2008 Practical Guide to Starting a Corporate Blog – Social Media Explorer, 11 April 2008 A Guide to Corporate Blogging – ProBlogger, 15 October 2008 Corporate Blogging: How the Pros do it – Scott Monty, 12 March 2008 5 Reasons Corporate Blogs Fail – Lee Odden, 30 May 2008 15 Companies that really Get Blogging – SitePoint, 8 August 2008 Turn your Blog into a Personal Magazine – Twist Image, 1 November 2008 How to Get Media Coverage for your Blog – ProBlogger, 7 November 2008 Notes Strategy Why When How More Contact
    23. 23. Things to Check out Google Analytics ( Metrics ) Feedburner ( Metrics ) Technorati Google Alerts Digg ( blog promotion ) StumbleUpon ( blog promotion ) Notes Strategy Why When How More Contact
    24. 24. <ul><li>CONTACT </li></ul>Notes Strategy Why When How More Contact
    25. 25. Kate Brodock, Founder & Principal (e) kate@othersidegroup.com (t) @just_kate The Other Side Group (w) www.othersidegroup.com (b) www.othersidegroup.com/adcomments Notes Strategy Why When How More Contact

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