Corporate Blogging - Vineet Rajan


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Corporate Blogging plays an integral

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Corporate Blogging - Vineet Rajan

  1. 1. Corporate Blogging: Demystified Vineet  Rajan   Director  –  Strategy  and  Planning   We  Blog,  Therefore  We  Are.  
  2. 2. A blog is in many ways a continuing conversation   We  Blog,  Therefore  We  Are.  
  3. 3. Also Remember… Your blog is YOUR unedited version of yourself.   We  Blog,  Therefore  We  Are.  
  4. 4. Reality Check : 1 The Basics   We  Blog,  Therefore  We  Are.  
  5. 5. Let’s ask ourselves   What is a blog?   Who is a blogger?   How is it different from a website/portal?   What makes a successful blog?   Why would you blog?   We  Blog,  Therefore  We  Are.  
  6. 6. Do you BLOG?   We  Blog,  Therefore  We  Are.  
  7. 7. The Business of Blogging!   Are the companies blogging or people?   What makes a blog - ‘Corporate’?   So who is doing it in India?   We  Blog,  Therefore  We  Are.  
  8. 8. Reality Check : 2 Why you REALLY need it   We  Blog,  Therefore  We  Are.  
  9. 9. What you were probably told   Blogging helps with Search Engine Optimization   Gives you another place to sell   Market yourself better   Get more visitors.   Breaks down corporate barriers.   We  Blog,  Therefore  We  Are.  
  10. 10. They are all true BUT…   We  Blog,  Therefore  We  Are.  
  11. 11. Why you really need it   Is a communication channel   Builds credibility   Cements relationships   Builds awareness   Helps you segment and target your market better   We  Blog,  Therefore  We  Are.  
  12. 12. Why you really need it   Impacts visibility with customers   Speed and scale beat traditional marketing   People trust people, not your business   We  Blog,  Therefore  We  Are.  
  13. 13. The Most Important Reason! There is no other option!   We  Blog,  Therefore  We  Are.  
  14. 14. Reality Check : 3 Setting Objectives   We  Blog,  Therefore  We  Are.  
  15. 15. Set Business Objectives   Increase awareness of your brand or agency   Increase positive / decrease negative mentions   Improve customer service   Drive traffic to a specific site for sales or downloads   We  Blog,  Therefore  We  Are.  
  16. 16. Set Business Objectives   Collect feedback from stakeholders   Internally: improve knowledge management   Innovate through collaboration and crowdsourcing   Platform for thought leadership by senior managers   We  Blog,  Therefore  We  Are.  
  17. 17. How do you measure SUCCESS?   We  Blog,  Therefore  We  Are.  
  18. 18. The Right Way!   There are 3 dimensions   Message (Central, Peripheral)   Opinion (Critical, Uncritical)   Networking (Low, High)   We  Blog,  Therefore  We  Are.  
  19. 19. Goals Success Status   We  Blog,  Therefore  We  Are.  
  20. 20. ROI: A New Hope   What is the Investment ?   Engagement   Participation   Trust   Attention   Inspection   TIME!   We  Blog,  Therefore  We  Are.  
  21. 21. Social Leads   Track web traffic breakdowns from all social media sources,   Chart the top few sources over time.   Measure Referrals as well   We  Blog,  Therefore  We  Are.  
  22. 22. Bounce Rates   Are visitors quickly leaving?   Landing page needs better, more relevant copy.   Information they’re seeking should be easily found!   We  Blog,  Therefore  We  Are.  
  23. 23. Your Network Size   Your followers   Your subscribers   How interactive you are   We  Blog,  Therefore  We  Are.  
  24. 24. Loyalty   Are social members evangelizing?   How many members re-share?   How often do they re-share?   We  Blog,  Therefore  We  Are.  
  25. 25. Conversions   Subscriptions, sales (direct or through affiliates)   Clicks to buy   Clicks on Know More   Ask for Quotes   We  Blog,  Therefore  We  Are.  
  26. 26. One more thing.. The following are all UNTRUE!   We  Blog,  Therefore  We  Are.  
  27. 27. Myth 1 Corporate Blogs are out. Facebook/Twitter are in.   We  Blog,  Therefore  We  Are.  
  28. 28. Myth 2 You shouldn’t sell on your blog.   We  Blog,  Therefore  We  Are.  
  29. 29. Myth 3 You always have to produce brilliant content   We  Blog,  Therefore  We  Are.  
  30. 30. Myth 4 Measure success by number of RSS readers or email subscribers   We  Blog,  Therefore  We  Are.  
  31. 31. Myth 5 Your blog will make you a though leader overnight   We  Blog,  Therefore  We  Are.  
  32. 32. Myth 6 Your blog will ring in the sales   We  Blog,  Therefore  We  Are.  
  33. 33. Trends in Corporate Blogging   Social Networking enabled blogs   Community blogging   A separate team and blog owner – Chief Blogger   Informal and also humorous   Making it a KRA   We  Blog,  Therefore  We  Are.  
  34. 34. Reality Check : 4 Success Factors!   We  Blog,  Therefore  We  Are.  
  35. 35. Critical Success Factors Management Support   We  Blog,  Therefore  We  Are.  
  36. 36. Critical Success Factors The Champions   We  Blog,  Therefore  We  Are.  
  37. 37. Critical Success Factors Education   We  Blog,  Therefore  We  Are.  
  38. 38. Critical Success Factors Setting Clear Goals   We  Blog,  Therefore  We  Are.  
  39. 39. Critical Success Factors Corporate Commitment   We  Blog,  Therefore  We  Are.  
  40. 40. Critical Success Factors Establishing Guidelines   We  Blog,  Therefore  We  Are.  
  41. 41. Critical Success Factors Dialogue!   We  Blog,  Therefore  We  Are.  
  42. 42. Critical Success Factors Crystal Clear Call to Action   We  Blog,  Therefore  We  Are.  
  43. 43. Sorry. I have a habit of saving the best for dialogue   We  Blog,  Therefore  We  Are.  
  44. 44. ? ? Here to answer all questions for which we might have vague answers    We  Blog,  Therefore  We  Are.  
  45. 45. Have you thought about these?   Best Practices   Worst Possible Blunders   How Blogs Integrate into your Online Marketing Strategy   Why People fear Blogging   CEO Blogging!   We  Blog,  Therefore  We  Are.  
  46. 46. Show of Hands!   How many would want to start their own blogs?   How many would initiate discussions within the company to start a blog?   Would you want to become the blog Champion?   We  Blog,  Therefore  We  Are.  
  47. 47. We are India’s Only Blogger Centric Social Media Strategy Group   We  Blog,  Therefore  We  Are.  
  48. 48. Thank you Vineet Rajan   Director – Strategy and Planning   Call me +91 99875 59693   Send me an Email   Visit us at   I blog at   I tweet on   We  Blog,  Therefore  We  Are.