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2 Blogor Not2 Blog


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A presentation given for the Center for Nonprofit Advancement on August 9, 2007.

Published in: Economy & Finance, Technology

2 Blogor Not2 Blog

  1. 1. 2 Blog or Not 2 Blog Jocelyn Harmon NPower Greater DC Region [email_address] & Qui Diaz 360°Digital Influence, Ogilvy Public Relations Worldwide [email_address]
  2. 2. Social Media Matters <ul><li>Social media “online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. . . These sites typically use technologies such as blogs, message boards, podcasts, wikis, and vlogs to allow users to interact.” </li></ul><ul><li>Within the digital landscape, social media is very likely important and relevant to your mission. </li></ul>
  3. 3. Social Media Stats <ul><li>Social media is mainstream media. * </li></ul><ul><ul><li>39% of internet users, or 57 million American adults, read blogs </li></ul></ul><ul><ul><li>170 million MySpace members </li></ul></ul><ul><li>Trust in traditional media and advertising is declining, while trust in online media and social networks is on the rise. ** </li></ul><ul><ul><li>68% of U.S. consumers are most trustful of other people “like themselves” </li></ul></ul><ul><ul><li>20% of word of mouth happens online </li></ul></ul><ul><li>People are probably already turning to social media for information about your cause. *** </li></ul><ul><ul><li>How many blogs are talking about your issue on Technorati? </li></ul></ul><ul><ul><li>Is your mission being discussed in social networks (Care2, Radoo, Idealist </li></ul></ul>* Pew Internet & American Life, “Bloggers,” July 2006 ** Forrester Research, “Social Computing,” February 2007 *** Technorati
  4. 4. People Want to Engage (& Are!) <ul><li>Across the board: ~80 million blogs (120,000 new blogs every day!) </li></ul><ul><li>Age: Boomers/Seniors: 71% of people over the age of 50 are online </li></ul><ul><li>Race: 56% of Hispanics living in the U.S. and 60% of African Americans use the Internet, compared with 71% of whites. </li></ul><ul><li>Causes Health: 80% of American internet users (113 million adults), have searched for information on at least one of 17 health topics. </li></ul><ul><li>Gender: 68% of men and 66% of women are online </li></ul>
  5. 6. What’s a blog? <ul><li>A two-way conversation </li></ul><ul><li>An authentic voice </li></ul><ul><li>Characteristics: </li></ul><ul><li>Journal-esque entries </li></ul><ul><li>Reverse chronological order </li></ul><ul><li>Features: blog roll, about, recent posts, archives </li></ul>
  6. 7. Why blog? <ul><li>Turn up the volume on your brand/mission/product/service! </li></ul><ul><li>Show the human side of your organization </li></ul><ul><li>Build a pool of content </li></ul><ul><li>Throw your hat in the ring: </li></ul><ul><ul><li>Start a conversation </li></ul></ul><ul><ul><li>Continue an existing conversation </li></ul></ul><ul><ul><li>Tell your story (or get others to tell it for you) </li></ul></ul><ul><li>Build relationships with your advocates, peers and people w/ similar interests </li></ul><ul><ul><li>Reach a new & captive audiences </li></ul></ul>
  7. 8. Who is blogging? <ul><li>Everyone! </li></ul><ul><li>People: </li></ul><ul><ul><li>Teens, 20’s - 30’s, Moms, dads, elder/boomer bloggers, industry pros in all fields (CEOs too!) </li></ul></ul><ul><li>Big brands (all industries and sectors) </li></ul><ul><ul><li>Corporate: GM, Intel </li></ul></ul><ul><ul><li>Government: HHS, CDC </li></ul></ul><ul><ul><li>Nonprofits: ASAE, Kiva… </li></ul></ul>
  8. 10. Tips for getting started – you need a strategy <ul><li>Are you ready? (Social Media Score) </li></ul><ul><li>What’s the purpose? </li></ul><ul><li>Who will own it? </li></ul><ul><li>What topics will you cover? </li></ul><ul><li>What’s your comment policy? </li></ul><ul><li>How much time will you allocate? </li></ul><ul><li>How will you market your blog? </li></ul>
  9. 11. Promotion <ul><li>How will you market your blog? </li></ul><ul><ul><li>Promote through influencers who reach your audience </li></ul></ul><ul><ul><li>Comment on other blogs </li></ul></ul><ul><ul><li>Respond to comments on your blog </li></ul></ul><ul><ul><li>Register in issue-specific and geographic blog directories (Technorati, Placeblogger) </li></ul></ul><ul><ul><li>Develop the rest of your online presence! (social networks, tagging, Flickr, Digg, keyword marketing, optimize your website) </li></ul></ul>
  10. 12. Case Studies <ul><li>American Society of Association Executives: Acronym: association blog </li></ul><ul><li>Minnesota Council of Nonprofits: staff blog </li></ul><ul><li> journals from loan grantees </li></ul>
  11. 13. Short-term Blogs <ul><li>BLOG SUMMIT: short-term, multiple contributors </li></ul><ul><li>Pandemic Flu Leadership Blog </li></ul><ul><li>EVENT: Corporate Climate Response: </li></ul><ul><li>Liveblogging and vlogging for 3-day conference </li></ul><ul><li>EXPERIENCE: Intel Blogger Challenge </li></ul><ul><li>6 laptops to 6 bloggers for 5 weeks </li></ul><ul><li> </li></ul><ul><li>CONTEST: Up Your Budget (Budget Rent A Car) </li></ul><ul><li>1 month to tell you favorite roadtrip stories </li></ul><ul><li> </li></ul><ul><li>Blog Carnivals </li></ul><ul><li>Traveling ‘event’ hosted by guest bloggers </li></ul><ul><ul><li>Blogging Boomers Carnival </li></ul></ul><ul><ul><li>Breast Cancer Awareness Blog Carnival </li></ul></ul><ul><ul><li>Health Blog Carnival </li></ul></ul>
  12. 14. Learn from the Best <ul><li>Beth Kanter: Beth’s Blog </li></ul><ul><li>John Bell: Digital Influence Mapping Project </li></ul><ul><li>Houtlust </li></ul><ul><li>Marketing Profs </li></ul><ul><li>Nonprofit Communications </li></ul><ul><li>Seth Godin’s Blog </li></ul><ul><li>Advertising Age: Top 150 media & marketing blogs </li></ul>