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Corporate Blogging Best Practice

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A best practice guide for companies looking to set up a corporate-based blog. Written by Hayden Sutherland of Ideal Interface

Published in: Business, Technology
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Corporate Blogging Best Practice

  1. 1. Corporate Blogging Best Practice Hayden Sutherland Ideal Interface
  2. 2. What’s the Business Reason? <ul><li>Join the conversation </li></ul><ul><ul><li>Find out what is being said </li></ul></ul><ul><li>Provide an opinion </li></ul><ul><ul><li>Tell your story, Tackle an issue, Feed a Frenzy </li></ul></ul><ul><li>Promote (sell) product </li></ul><ul><li>‘Return of Investment’ is hard to prove </li></ul><ul><ul><li>Especially in the short-term </li></ul></ul><ul><li>Its not just a ‘Me Too’ </li></ul>
  3. 3. It benefits…. <ul><li>Branding </li></ul><ul><li>SEO </li></ul><ul><li>Marketing </li></ul><ul><li>Recruitment </li></ul><ul><li>Market research </li></ul><ul><li>Innovation </li></ul><ul><li>Community building </li></ul><ul><li>Access to customers </li></ul>
  4. 4. The 4 C’s of Blogging <ul><li>Content </li></ul><ul><li>Community </li></ul><ul><li>Consistency </li></ul><ul><li>Clarity </li></ul>Source: http://www.slideshare.net/darmano/conversation-by-design
  5. 5. The 4 C’s - Content <ul><li>Create a service to your readers </li></ul><ul><li>Be an original source of information </li></ul><ul><ul><li>News is not called news because it is old </li></ul></ul><ul><li>Share your knowledge </li></ul><ul><li>Speak from experience </li></ul><ul><li>Provide opinion </li></ul><ul><ul><li>Don’t be afraid of a little passion </li></ul></ul><ul><li>Add value </li></ul>
  6. 6. The 4 C’s - Community <ul><li>Understand your different audiences </li></ul><ul><ul><li>Customer Relations </li></ul></ul><ul><ul><li>Media Relations </li></ul></ul><ul><li>Get involved </li></ul><ul><li>Listen </li></ul><ul><li>Cultivate by asking </li></ul><ul><ul><li>Seek opinions, don’t just give them </li></ul></ul><ul><li>Invest time to learn what works </li></ul>
  7. 7. The 4 C’s - Consistency <ul><li>Post regularly </li></ul><ul><ul><li>One/two/seven/twenty postings a week? </li></ul></ul><ul><ul><li>Stick to it (your audience will expect it) </li></ul></ul><ul><li>Be true - others care </li></ul><ul><li>Find your correct voice(s) </li></ul>“ A blog is easy to start, but it’s hard to maintain”
  8. 8. The 4 C’s - Clarity <ul><li>Communicate it clearly </li></ul><ul><li>Make postings simple & compelling </li></ul><ul><ul><li>One topic, one posting </li></ul></ul><ul><li>Explain difficult / niche terms </li></ul><ul><ul><li>Industry, trends, slang - can alienate some </li></ul></ul><ul><ul><li>Link to definitions if you have them </li></ul></ul><ul><li>Relate different topics to each other </li></ul><ul><li>Multiple posters - is it clear who it is? </li></ul>
  9. 9. It needs…. <ul><li>Transparency </li></ul><ul><li>Authenticity </li></ul><ul><li>Original content </li></ul><ul><li>Commitment (from Senior-level down) </li></ul><ul><li>Patience </li></ul><ul><li>Humility & humanity </li></ul><ul><li>Thick skin </li></ul>
  10. 10. Transparency isn’t always cultural Source: http://www.blaugh.com
  11. 11. It may mean… <ul><li>Losing control </li></ul><ul><ul><li>Did you really have it before? </li></ul></ul><ul><ul><li>Your market has changed, you should too! </li></ul></ul><ul><li>Receiving negative comments </li></ul><ul><ul><li>Are they truthful though? </li></ul></ul><ul><ul><li>But: be prepared to stop comments that breach your policies on decency, libel, etc. </li></ul></ul><ul><li>Continuing a conversation until it finishes </li></ul>
  12. 12. Understand <ul><li>Identify & know your target audience </li></ul><ul><li>Align subject with company aims & targets </li></ul><ul><li>Position blog to focus on key aspects </li></ul><ul><li>Agree content do’s and don’t </li></ul><ul><li>Agree if comments are allowed (why not?) </li></ul><ul><li>Have pre-prepared statements / responses to potential issue areas </li></ul><ul><li>Agree who will blog (and who won’t) </li></ul>
  13. 13. Your Liability <ul><li>Confidentiality - Don’t say too much </li></ul><ul><ul><li>Coordinate all announcements centrally </li></ul></ul><ul><ul><li>Competitors will read your postings </li></ul></ul><ul><ul><li>Misinformation is worse than none </li></ul></ul><ul><li>Be aware of </li></ul><ul><ul><li>Defamation (but fair comparison is fine) </li></ul></ul><ul><ul><li>Plagiarism & Intellectual Property Theft </li></ul></ul><ul><li>Maintain a blogging policy </li></ul><ul><ul><li>Peer checking can eliminate most issues </li></ul></ul><ul><ul><li>Companies are responsible for the statements made by their employees </li></ul></ul>
  14. 14. Implementation <ul><li>Define blog style </li></ul><ul><ul><li>approach, attitude, voice </li></ul></ul><ul><li>Agree posting schedule (and stick to it) </li></ul><ul><li>Allow enough time to respond to comments - if you allow them </li></ul><ul><li>Measure, measure & measure </li></ul><ul><ul><li>Monitor links to your blog from Technorati </li></ul></ul>
  15. 15. … and have fun!
  16. 16. Hayden Sutherland hayden@idealinterface.co.uk find me at: http://press20.blogspot.com

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