An introduction to Blogging by Heather Yaxley

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Presented at the CIPR Wessex Social Media fast facts workshop on 22nd July 2009

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An introduction to Blogging by Heather Yaxley

  1. 1. heather yaxley insight into blogging
  2. 2. blog <ul><li>personal, professional or corporate website that is easy to update and provides an ongoing chronicle of information – ideally allowing for discussion with, or commentary by, readers </li></ul>
  3. 3. not just “me-diaries”…
  4. 4. blogger power
  5. 5. but… <ul><li>… of the 133 million blogs tracked by Technorati… </li></ul><ul><li>… only 7.4 million have been updated in previous 120 days… </li></ul><ul><li>… meaning 95 percent of blogs are dormant…. </li></ul><ul><li>… it is estimated that 50-100k generate most traffic… </li></ul><ul><li>… although hits aren’t everything… </li></ul><ul><li>… and there are still 7-10 million active blogs </li></ul>
  6. 6. blogging has evolved <ul><li>micro-blogging </li></ul><ul><li>photo-blogging </li></ul><ul><li>video-blogging </li></ul>
  7. 7. blogging demands action <ul><li>online issues break anytime </li></ul><ul><li>easy for storm to develop within blogging network </li></ul><ul><li>jump from online to offline takes issue mainstream </li></ul><ul><li>vital to engage key communities - not offend them </li></ul>
  8. 8. blogging – PR and CR <ul><li>news + story telling = narrative </li></ul><ul><li>word of mouth + human connections </li></ul><ul><li>influencers, groups and networks </li></ul><ul><li>conversation with – not marketing at… </li></ul><ul><li>“ private” medium, consumers’ own space – not for sale? </li></ul><ul><li>aware + active publics – issues + crisis management </li></ul><ul><li>highlights problems – needs action </li></ul>
  9. 9. why do bloggers blog? <ul><li>express themselves </li></ul><ul><li>document/share experiences </li></ul><ul><li>keep in touch with others </li></ul><ul><li>share knowledge/skills </li></ul><ul><li>motivate others to action </li></ul><ul><li>entertain people </li></ul><ul><li>store resources/information </li></ul><ul><li>influence way others think </li></ul><ul><li>network or meet new people </li></ul><ul><li>make money </li></ul>
  10. 10. monitoring blogosphere RSS feeds – www.google.com/reader
  11. 11. engaging with bloggers <ul><li>proceed with caution… </li></ul><ul><li>publicly hate PR spam </li></ul><ul><li>may not understand journalist/PR conventions </li></ul><ul><li>nothing is off limits </li></ul><ul><li>“ blogola” (freebie) issues </li></ul><ul><li>opinion or facts? </li></ul><ul><li>may have own agenda </li></ul>
  12. 12. engaging with bloggers <ul><li>read and learn </li></ul><ul><li>be professional </li></ul><ul><li>join the conversation </li></ul><ul><li>be honest and open </li></ul><ul><li>offer something relevant </li></ul><ul><li>target wisely </li></ul><ul><li>build relationships </li></ul>
  13. 13. blogging & product reviews <ul><li>fans like acknowledgement + support </li></ul><ul><li>unhappy customers demand action </li></ul><ul><li>some bloggers will review products </li></ul><ul><li>aim to build relationships </li></ul><ul><li>be open and transparent </li></ul><ul><li>consider the ethics - review not bribe </li></ul><ul><li>maybe better to provide experiences </li></ul><ul><li>be prepared for possible backlash </li></ul>
  14. 14. Microsoft Vista – Acer Ferrari laptop <ul><li>PR firm Edelman handled blogger launch of Microsoft Windows Vista </li></ul><ul><li>sent tech bloggers an Acer Ferrari 1000 laptop with Windows Vista </li></ul><ul><li>email: a “present” with “no strings attached” </li></ul><ul><li>led to blogging controversy </li></ul><ul><li>some donated computer to charity </li></ul><ul><li>coverage generated but little was positive </li></ul>US Federal Communications Commission (FCC) considering issue of “blogola” – may require transparency
  15. 15. Ford Fiesta Movement <ul><li>competition to find 100 “agents” </li></ul><ul><li>6 months loan – with missions </li></ul><ul><li>carefully managed programme </li></ul>
  16. 16. getting started <ul><li>listen and learn first – explore blogosphere </li></ul><ul><li>easy to use software: Wordpress or Blogger </li></ul><ul><li>have a clear strategy </li></ul><ul><li>build blogging into corporate or campaign site </li></ul>
  17. 17. <ul><li>know why you want to blog </li></ul><ul><li>have a clear purpose </li></ul><ul><li>make a commitment </li></ul>corporate blogs
  18. 18. building momentum <ul><li>regular blogging = organic SEO </li></ul><ul><li>be clear about who is blogging </li></ul><ul><li>develop an authentic voice </li></ul><ul><li>know what you are talking about – own your ground </li></ul><ul><li>build connections – talk with, not at </li></ul><ul><li>encourage comments + links </li></ul><ul><li>remember personal is corporate </li></ul><ul><li>plan ahead </li></ul><ul><li>avoid digital dirt </li></ul><ul><li>integrate online, offline and multimedia </li></ul>
  19. 19. where next? <ul><li>mobile is the future </li></ul><ul><li>digital natives are different </li></ul><ul><li>everything and everyone will be increasingly connected </li></ul><ul><li>online should be natural for PR, not marketing – but if you don’t own it, “they” will </li></ul>
  20. 20. Q&A

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