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Blogging for your Business

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Presentation given by the Parnassus Group at the Redmond Chamber of Commerce "Breakfast at Thinkspace" event.

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Blogging for your Business

  1. 1. Welcome
  2. 2. Who Are We? <ul><li>The Parnassus Group </li></ul><ul><li>A boutique marketing agency </li></ul><ul><li>Hosts of the Blog Business Summit and Facebook Marketing Conferences </li></ul><ul><li>Creators of “Blogging the Stratosphere” event </li></ul><ul><li>Focus on Web 2.0 technologies and platforms </li></ul><ul><li>Thinkspace tenants and chamber members </li></ul>
  3. 3. What will We Cover Today? <ul><li>A pragmatic, business-focused look at the “Social Web” with heavy emphasis on blogging </li></ul><ul><li>Social Media defined </li></ul><ul><li>How companies can benefit </li></ul>
  4. 4. Audience assumptions <ul><li>Small business </li></ul><ul><li>Promotional focus </li></ul><ul><li>Care about search </li></ul><ul><li>Are new to blogs and blogging </li></ul>
  5. 5. Having a Web site is not enough! <ul><li>Not dynamic </li></ul><ul><li>Not broadcasting </li></ul><ul><li>Google’s largely ignoring it </li></ul><ul><li>It’s probably out of date(?) </li></ul>
  6. 6. Email is broken <ul><li>In boxes are overwhelmed </li></ul><ul><li>Spam filters are hyperactive, yet inaccurate </li></ul>
  7. 7. The Social Web (Web 2.0) <ul><li>Non-static “living” sites </li></ul><ul><li>Data driven content </li></ul><ul><li>Content endures </li></ul><ul><li>User-generated content </li></ul><ul><li>Two way communication -- Interaction between sites and individuals </li></ul><ul><li>“ Broadcasting” via syndication </li></ul><ul><li>People focused </li></ul>
  8. 8. Social Media Defined <ul><li>In comparison to traditional media (and Web 1.0), online social media is perpetuated Web-enabled content of a conversational nature. </li></ul>
  9. 9. The First Wave <ul><li>Discussion groups/bulletin boards </li></ul><ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Instant Messaging </li></ul>
  10. 10. The Second Wave <ul><li>Social networks: Facebook, MySpace, LinkedIn </li></ul><ul><li>Twitter/Jaiku/Pownce </li></ul>
  11. 11. What is a blog? <ul><li>It’s just a Web site in the form of a journal. A “Web log” </li></ul><ul><li>Entries appear in reverse chronological order </li></ul><ul><li>Data driven </li></ul><ul><li>“ Broadcasts” via RSS </li></ul><ul><li>Every new entry is also a new page </li></ul>
  12. 12. Why you should have a blog <ul><li>Automatic SEO </li></ul><ul><li>Easy to update </li></ul><ul><li>Readers can subscribe </li></ul><ul><li>Helps establish “thought leadership” </li></ul><ul><li>Helps establish relationships </li></ul>
  13. 13. SEO case study: bigbusinessjet.com
  14. 14. Creating a blog: Wordpress.com
  15. 15. Posting example
  16. 16. Frequently asked questions <ul><li>What service or platform is best? </li></ul><ul><li>How often should I post? </li></ul><ul><li>What should I write about? </li></ul><ul><li>What about comments? </li></ul><ul><li>How can I measure traffic/readers/sales? </li></ul>
  17. 17. What is Twitter? <ul><li>Goodbye Tolstoy </li></ul><ul><li>Conversation </li></ul><ul><li>Platform </li></ul><ul><li>Conventions </li></ul>
  18. 18. Twitter: “microblogging” in action <ul><li>Twitterific </li></ul><ul><li>Twinkle </li></ul><ul><li>Web </li></ul>
  19. 19. Why does it work? <ul><li>Social Currency </li></ul><ul><li>Computerless communication </li></ul><ul><li>Low effort / high return </li></ul><ul><li>Spam Free </li></ul>
  20. 20. Why do I care? <ul><li>Traffic </li></ul><ul><li>Cachet </li></ul><ul><li>Buying Decisions: </li></ul><ul><ul><li>kevinkozan : “hmmm.. what wine should I buy tonight?” </li></ul></ul><ul><ul><li>jcuene: “should i buy a new ipod now, or wait?” </li></ul></ul><ul><ul><li>geoffgirardin : “ATTN: I'm looking to buy a webcam. What should I buy?” </li></ul></ul>
  21. 21. What is Facebook? <ul><li>Social network </li></ul><ul><li>Lifestreaming </li></ul><ul><li>Digital Rolodex </li></ul><ul><li>Relationships & Identity </li></ul>
  22. 22. Facebook tour
  23. 23. Marketing via Facebook <ul><li>Fan pages </li></ul><ul><li>Groups </li></ul><ul><li>Messaging </li></ul><ul><li>Applications </li></ul><ul><li>The Publisher </li></ul>
  24. 24. What Do I Do Now? <ul><li>Start a simple blog </li></ul><ul><li>Plan for a complete blog </li></ul><ul><li>Start listening to the buzz </li></ul><ul><li>Join Facebook, create your Fan page </li></ul><ul><li>Start a Twitter account </li></ul>
  25. 25. Thanks! [email_address] [email_address]

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