The document discusses corporate blogging, including what a corporate blog is, types of business blogs, how to structure a corporate blog, how to promote a business blog, and common fears about business blogging. It provides examples of companies that blog and explores how blogging can be used internally in a company. Key topics covered include the benefits of blogging, how to engage audiences and build communities, and overcoming fears about time commitment, legal issues, and lack of control.
HomeRoots Pitch Deck | Investor Insights | April 2024
Paul Fabretti Blogging Presentation 11th April 2008
1.
2. What we are covering today
1. What is a Corporate Blog - Paul Fabretti, Client Services Manager, KMP
2. Identifying and monitoring the Blogosphere - Mark Rogers, CEO, Market Sentinel
3. Blogging and SEO - Chris Bland, Senior Account manager, Greenlight
40. Headline Text
Body Text 1/5th of
all linked-
to content
is a blog
35% of all
blog posts
contain at
least 1 tag
41. Headline Text
Body Text 1/5th of
all linked-
to content
is a blog
35% of all
blog posts
contain at
least 1 tag
1.5m people
visited blogs
for news on
the Iraq
consitutional
vote
80. Summary
What is a business blog
The structure of a business blog
81. Summary
What is a business blog
The structure of a business blog
Why blogs are so influential
82. Summary
What is a business blog
The structure of a business blog
Why blogs are so influential
8 ways you can use a blog
83. Summary
What is a business blog
The structure of a business blog
Why blogs are so influential
8 ways you can use a blog
How to promote your blog
84. Summary
What is a business blog
The structure of a business blog
Why blogs are so influential
8 ways you can use a blog
How to promote your blog
Blog platforms
85. By 2010, 70% of the content of the web
will be user generated
IDC/EMC Survey March 2007
97. 3. Always-on consumers
Omnipresent internet access keeps us permanently “switched on”, allowing
businesses to broadcast to us in “real-time” - and us to them.
98. Corporate Blogging: Fears
Fear Solution
Time Define clear roles and responsibilities and expectation.
Legal Liability Create Business Blogging Guidelines. Distribute to to employees.
Employees wasting time Create Business Blogging Guidelines. Distribute to to employees.
The blogosphere Spend time in the blogosphere to understand etiquette.
Negative comments Embrace them. Use them to win detractors round.
Understand the who, what and where. Tailor content accordingly
What to write
and create a content strategy, tone of voice and style.
Lack of ROI Define objectives (inbound links, PR, Technorati ranking, UV)
You have a blog, this is your chance to respond and manage the
Losing control of brand
buzz
Technical Aspects All blogging software is easy to master*
99. 1: Tech start-ups looking for feedback
Web startups blogged about progress and received feedback. Larger tech firms
then recognised the opportunity to engage with developers.
104. Why has blogging attracted so much attention? What IS Business Blogging? What IS the blogosphere?
How is a blog different from a website? How do I get started? What makes a good business blog?
How can I alleviate my fears? What resources do I need?
Top 18 Questions about Business Blogging
What are the legal risks?
What do I do if my employees are already blogging?
Who should blog in my company?
How long does it take to blog?
How can I convince my boss we should blog?
What is the best writing style? What technical knowledge do I need?
Who else uses a business blogs? What blogging platforms are there?
105. The Corporate Blogoshpere: Internal Blogs
RSS - Allows the easy consumption of
company news without the need for email
106. The Corporate Blogoshpere: Internal Blogs
RSS - Allows the easy consumption of
company news without the need for email
Projects - provide ongoing/historical record of
project progress and allow greater, more open
feedback opportunities
107. The Corporate Blogoshpere: Internal Blogs
RSS - Allows the easy consumption of
company news without the need for email
Projects - provide ongoing/historical record of
project progress and allow greater, more open
feedback opportunities
News - employees can post industry/competitor
news they have seen
108. The Corporate Blogoshpere: Internal Blogs
RSS - Allows the easy consumption of
company news without the need for email
Projects - provide ongoing/historical record of
project progress and allow greater, more open
feedback opportunities
News - employees can post industry/competitor
news they have seen
CEO/MD Blog - brings senior management closer
and more accessible to all employees