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Blogging Workshop - Transportation Research Board (TRB) Annual Meeting


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My blogging 101 session presentation from the Transportation Research Board's Annual Meeting from 1/10/10.

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Blogging Workshop - Transportation Research Board (TRB) Annual Meeting

  1. 1. The Changing Face of Communications and Public Involvement in Transportation Transportation Research Board Annual Meeting January 10, 2010
  2. 2. Blogging 101
  3. 3. The buzz about blogs A blog is simply a type of website <ul><li>Blogs.. </li></ul><ul><li>Provide a tool for free expression </li></ul><ul><li>Generate on-line communities of people with similar </li></ul><ul><li>interests such as transit riders or community partners. </li></ul><ul><li>Can help you with public relations and lead generation </li></ul><ul><li>Are used as a source of news and information </li></ul><ul><li>Are incredibly flexible and adaptable </li></ul>
  4. 4. Use of RSS, blogs, wikis, and podcasts in government and transportation is exploding The rise of the online community means the relationship between government agencies and the people they serve has been shifting <ul><li>Social media democratizes the discussion by allowing the public to comment, ask questions, complain, request services </li></ul><ul><li>Agency leaders and executives are directly engaging with constituents and users on a regular basis </li></ul>
  5. 5. Blogosphere & Culture Blogging is about real people sharing their personal experiences and insights, and engaging others in thoughtful conversations. <ul><li>Blog readers seek out transparency </li></ul><ul><li>Successful bloggers consistently provide value through relevant content </li></ul><ul><li>Advertising or self promotion are frowned upon </li></ul>Blogging is about real people sharing their personal experiences and insights, and engaging others in thoughtful conversations.
  6. 6. Is blogging right for your organization? <ul><li>Do start a blog to improve communication </li></ul><ul><li>Do integrate your blog with existing strategies </li></ul><ul><li>Do an assessment to determine if you even need/want a blog </li></ul><ul><li>Do have measurable goals for your blog </li></ul><ul><li>Do have a comment policy </li></ul><ul><li>Don’t start a blog just to say you have a blog </li></ul><ul><li>Don’t start a blog on a whim </li></ul><ul><li>Don’t start a blog because everyone has one </li></ul><ul><li>Don’t start a blog if you don’t have the time/resources to maintain it </li></ul><ul><li>Don’t start a blog if you aren’t ready to have real, meaningful dialogue with the public </li></ul>Do’s Don’ts
  7. 7. So You Want to Start a Blog <ul><ul><li>Get to know the blogosphere </li></ul></ul><ul><ul><li>Identify your goals/objectives </li></ul></ul><ul><ul><li>Identify your community </li></ul></ul><ul><ul><li>Develop content strategy </li></ul></ul><ul><ul><li>Determine who will be blogging </li></ul></ul><ul><ul><li>Work with your IT department </li></ul></ul><ul><ul><li>Set up blogging guidelines </li></ul></ul><ul><ul><li>Develop evaluation metrics </li></ul></ul><ul><ul><li>WRITE WRITE WRITE </li></ul></ul><ul><ul><li>Grow and sustain your audience </li></ul></ul>
  8. 8. 1. Get to know the blogosphere <ul><li>Read similar blogs </li></ul><ul><li>Get to know the blogging culture </li></ul><ul><li>Know your audience </li></ul><ul><li>LISTEN!! </li></ul><ul><li>Suggested readings: </li></ul><ul><ul><li>Putting the Public Back in Public Relations </li></ul></ul><ul><ul><li>Cluetrain Manisfesto </li></ul></ul><ul><ul><li>Now is Gone </li></ul></ul><ul><ul><li>Groundswell </li></ul></ul>
  9. 9. 2. Identify your goals and objectives <ul><ul><li>Ask Yourself ... </li></ul></ul><ul><ul><li>Why do you want a blog? </li></ul></ul><ul><ul><li>What do you want to accomplish? </li></ul></ul><ul><ul><li>What is your message ? </li></ul></ul><ul><ul><li>Will your blog help you with your organizational objectives ? </li></ul></ul><ul><ul><li>Are you ready for honest, transparent conversation? </li></ul></ul><ul><ul><li>Who will be blogging? </li></ul></ul>
  10. 10. 3. Identify your Community <ul><li>Determine if your community is internal, external, or both </li></ul><ul><li>Understand your target community </li></ul><ul><li>Know their value </li></ul><ul><li>Identify other relevant blogs and members of the community you are trying to reach </li></ul><ul><li>Participate as a member not as the owner </li></ul>
  11. 11. 4. Develop Content Strategy <ul><li>Develop content that draws an audience </li></ul><ul><li>Build your brand and demonstrate expertise </li></ul><ul><li>Remember that you are a human being </li></ul><ul><li>Set and manage expectations </li></ul>
  12. 12. 5. Who’s the Blogger? <ul><li>Will it be written by you? </li></ul><ul><li>Will it be written by a group with multiple authors? </li></ul><ul><li>Tone – choose a tone that is appropriate to your audience </li></ul><ul><li>Who can write in a style that initiate an honest conversation with your audience? </li></ul>“ It’s better to free a blogger than try to create one”
  13. 13. 6. Work with your IT Department <ul><li>What features do you want/need? </li></ul><ul><li>Who is you current web hosting provider and administrator? </li></ul><ul><li>How will the blog integrate into existing website? </li></ul><ul><li>What type of security do you need – inside or outside of the firewall? </li></ul><ul><li>Who will be the blog administrator? </li></ul>
  14. 14. 7. Set a blogging guidelines <ul><li>Are you ready for open and transparent feedback? </li></ul><ul><li>How will you react to comments and customer blog posts? </li></ul><ul><li>Will comments be moderated? </li></ul><ul><li>Who will be the moderator? </li></ul><ul><li>Will users have to register? </li></ul><ul><li>Will anonymity be allowed? </li></ul>
  15. 15. 8. Develop evaluation metrics <ul><li>What’s the ROI of blogging? </li></ul><ul><li>What does success look like? </li></ul><ul><li>How will you measure that? </li></ul><ul><li>Do you need any technical evaluation tools? </li></ul>
  16. 16. 9. WRITE WRITE WRITE <ul><li>Write as often as you can </li></ul><ul><li>Set aside regular blogging time </li></ul><ul><li>Don’t get discouraged </li></ul><ul><li>Enhance existing communication processes </li></ul>
  17. 17. 10. Grow and sustain your audience <ul><li>Promote your blog in other communication channels </li></ul><ul><li>Identify and leverage champions </li></ul><ul><li>Respond to comments </li></ul><ul><li>Embrace criticism and respond to it </li></ul><ul><li>Comment on others’ blogs </li></ul><ul><li>Take Action </li></ul>
  18. 18. QUESTIONS?