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To Blog Or Not To Blog


Published on

This slide deck was presented at the recent SocialHRCamp.
The session and deck addresses the following:
What is a blog?
What is the business value of blogging?
How to blog.
What should you blog about?
How to drive employee engagement in the blogging effort.

Published in: Technology

To Blog Or Not To Blog

  1. 1. Who am I?
  2. 2. The session will address the following questions: 1.  What is a blog? 2.  What is the business value of blogging? 3.  How to blog. 4.  What should you blog about? 5.  How to drive employee engagement in the blogging effort.
  3. 3. 1 What is a blog?
  4. 4. A blog is an
  5. 5. Brand History 1800-60s Trademark Brand ownership Something we buy 1860-20s Brandmark Brand Quality Something we trust 1920-80s Mass Market Brand Association Something we want 1980-90s Post Mass Market Brand Superiority Something we prefer 2000 Lovebrand Brand Inspiration Something we love Today Wikibrand Brand Interaction Something we participate Wikibrands, Sean Moffit
  6. 6. “I just don’t like the way they carry themselves”
  7. 7. Blogging Timeline 1994 1997 1998 2001 2003 2004 2005 2006 2007 2013 weblog ~ free platforms ~ ecommerce ~ diversification ~ social sharing Logging on the web [Justin Hall] First weblog [news site] Weblog shortened to blog The term “weblog’ created Blogger rolls out blogging platform “Blog’ becomes the word of the year Wordpress blogging platform created Political blogs emerge How To Blogs emerge The Huffington post becomes the 4th most linked blog Google introduces Adsense [matching ads to blog content] The Huffington Post is launched First Vlog [Video blogging] 32 million North Americans are reading blogs 50 million blogs on the web YouTube created Twitter is created and introduces mircrblogging First Podcast [Audio blogging] 160+ million blogs Tumblr is launched and augments microblogging 3+ million blog posts per day
  8. 8. Purpose BLOGS WEBSITES Softer sale Insight focus Personality driven RSS distribution Conversation Editorial Hard sale Sales oriented Company driven Requires visits No conversation Static Sites with blogs generate more leads, more visitors 10
  9. 9. 2 What is the value?
  10. 10. •  81% consumers trust advice and information from blogs. •  70% of consumers learn about a company through articles
  11. 11. Interesting content is one of the top 3 reasons people follow brands on social media. Feel more positive about a company ~ a blog makes
  12. 12. B2B & B2C companies who blog, generate 67-88% more leads than those who do not.
  13. 13. 61% of U.S. online consumers have made a purchase based on recommendations from a blog. 57% of companies with a blog have acquired a customer from their blog.
  14. 14. Build Relationships that Moves People Externally Evangelist endorser Observer 17 Customer/supporter
  15. 15. Build Relationships that Moves People Internally Evangelist endorser Doing time 18 supporter
  16. 16. 3 How do you blog?
  17. 17. From Debunking Corporate Blogging. How Corporations Should Blog A-Z WilliamPearl on
  18. 18. juststoryit: Karen Dietz Built strong brand online presence via curation on Scoopit. Top influencer storytelling for business The importance storytelling
  19. 19. 4 What should you blog about?
  20. 20. Blogging Topics: A to Z §  New launches Bars [Genius, People, Enablers} §  Open Mic §  Birthdays §  Projects §  Conference reviews §  Questions §  Did you know §  Recognition §  Expertise showcase §  Social, Suggestions §  Fundraising cause §  Thought-leadership §  Global cultural experiences §  Utilities- new productivity apps §  Holidays §  Videos §  Ideas, In the news §  Wins, Watercooler §  Jobs §  Xfunctional achievements §  Knowledge share §  Learnings §  Yesteryear §  Mentorship §  Zen and balance §  Annual objectives § 
  21. 21. 5 How to drive employee engagement?
  22. 22. thesaleslion: Marcus Sheridan Turned business around in 2009 blogging Top influencer blogging, content marketing, content creation, speaker The importance of questions
  23. 23. Engagement your audience is responsive and showing a lot of participation to your content
  24. 24. How can we make it engaging?
  25. 25. Online Engagement Indicators include: •  The number of comments •  The number of shares •  Increased subscriptions •  Increased "favorites •  Increased links •  Endorsements and mentions •  The number of views
  26. 26. Tips for Engagement 1.  Have Engaging Values 11.  Have Fun 2.  Have Quality Content 12.  Have great headlines 3.  Consider a Call to Action 13.  Success Stories 4.  Ask Questions 14.  How To Tips 5.  Be Human 15.  Polls 6.  Be Responsive 16.  Gaming 7.  Be Courteous 17.  Giveaways 8.  Don’t forget to Monitor. 18.  Consider Ambassadors 9.  Use Pictures 19.  Integrate activity 10.  Be Succinct 20.  “Controversial items”
  27. 27. Blog Examples
  28. 28. Topic Focus -  Life at the organization -  Career tips -  University relations A portfolio of blogs •  Many departments involved •  Global
  29. 29. Build An
  30. 30. Our World
  31. 31. Questions?
  32. 32. Thank you Image credits: Flickr Mike McKay Jes Vic Cambodia4kids Tim Parkinson Darren Tunnicliff