Get Started Blogging: Presentation to the Chicagoland Chamber of Commerce


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Enjoy this presentation given to the Chicagoland Chamber of Commerce in advance of starting the association's blog.

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Get Started Blogging: Presentation to the Chicagoland Chamber of Commerce

  1. 1. Blog On! Chicagoland Chamber of Commerce Jesse Greenberg
  2. 2. Perfect Position to Blog Positioning/Visibility Expertise/Value Community
  3. 3. Perfect Time to Start Blogging
  4. 4. Blogging 101 <ul><li>What’s a blog? </li></ul><ul><ul><li>A blog (a contraction of the term weblog ) is a type of website , usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. (source: Wikipedia) </li></ul></ul><ul><li>Translation </li></ul><ul><ul><li>A blog is a communication tool to tell a (hopefully) compelling story through self publishing and making that content available to everyone. </li></ul></ul>
  5. 5. Blogging 101 <ul><li>Blog Data </li></ul><ul><ul><li>58% U.S. internet users read blogs ( emarketer) </li></ul></ul><ul><ul><li>12% internet users are bloggers ( Pew Center) </li></ul></ul><ul><ul><li>77.7 million unique blog visitors vs. 41 million unique Facebook users ( comScore August index ) </li></ul></ul><ul><ul><li>133 million blogs since 2002 ( Technorati) </li></ul></ul>
  6. 6. Reasons to Blog <ul><li>Increased Value for the Chamber </li></ul><ul><ul><li>Provide business community with more robust voice </li></ul></ul><ul><ul><li>Humanize the institution </li></ul></ul><ul><ul><li>More opportunities to interact with members (community) </li></ul></ul><ul><ul><li>Attract prospective members/retain existing members </li></ul></ul><ul><ul><li>Campaign vs. Conversation </li></ul></ul><ul><li>Reinforce Chamber Brand Attributes </li></ul><ul><ul><li>Position/Visibility </li></ul></ul><ul><ul><li>Thought leadership </li></ul></ul><ul><ul><li>Community </li></ul></ul>
  7. 7. Why Blogging is Effective
  8. 8. Website vs. Blog <ul><li>Website </li></ul><ul><ul><li>One way </li></ul></ul><ul><ul><li>Limited depth </li></ul></ul><ul><ul><li>“Official” speak </li></ul></ul><ul><ul><li>Surface level </li></ul></ul><ul><ul><li>Mainly informational </li></ul></ul><ul><li>Blog </li></ul><ul><ul><li>Multi-way </li></ul></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Blogger personality </li></ul></ul><ul><ul><li>Depth to issues </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Updates </li></ul></ul><ul><ul><li>Participation </li></ul></ul>
  9. 9. Before You Start Blogging… <ul><li>Always Be Strategic </li></ul><ul><ul><li>Define desired outcomes </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Blogger relations </li></ul></ul><ul><ul><li>Commenting </li></ul></ul><ul><ul><li>Blog promotion </li></ul></ul><ul><ul><li>Be comfortable with your voice </li></ul></ul><ul><ul><li>Frequency/Scheduling </li></ul></ul><ul><ul><li>Link love and use audio/visual </li></ul></ul><ul><ul><li>Cultivate your audience </li></ul></ul><ul><ul><li>Must answer, “What’s in it for me?” </li></ul></ul><ul><ul><li>Have fun! </li></ul></ul>
  10. 10. Blogging: Desired Outcomes
  11. 11. Blogging: Research <ul><li>Who is writing/blogging about subjects that I am covering? </li></ul>
  12. 12. Blogging: Blogger Relations
  13. 13. Blogging: Blogger Relations <ul><li>Be generous with your hyperlinks </li></ul><ul><li>Set goal of minimum 2 hyperlinks per post </li></ul>
  14. 14. Blogging: Link Like Crazy <ul><li>Other bloggers/writers want recognition too </li></ul><ul><li>They’ll return the favor, helps drive traffic </li></ul><ul><li>Positions Chamber as thought leader </li></ul>
  15. 15. Blogging: Constructive Comments <ul><li>Never leave comments alone </li></ul><ul><li>Be constructive </li></ul><ul><li>Try to stimulate follow up in comment section </li></ul><ul><li>Inspire a blog post from comments </li></ul><ul><li>Comment on other blogs (Blogger Relations) </li></ul><ul><li>Drive value for Chamber members </li></ul>
  16. 16. Blogging: Dealing with Negative Comments <ul><li>“ Your blog is like your living room…” </li></ul><ul><li>Top 5 Ways to Handle Negative Comments </li></ul><ul><ul><li>Ignore/don’t approve/delete the comment </li></ul></ul><ul><ul><li>Take time to cool off </li></ul></ul><ul><ul><li>Let your contacts defend you </li></ul></ul><ul><ul><li>Clarify comments OFF-BLOG (assume good intentions) </li></ul></ul><ul><ul><li>(Top 5 source: Jason Alba) </li></ul></ul>
  17. 17. Blogging: Promotion <ul><li>Use Aggregators (WindyCitizen, Huffington Post, BlogNet Illinois, etc.) </li></ul><ul><li>Consistent keywords </li></ul><ul><li>Email liberally </li></ul><ul><ul><li>Increase member engagement </li></ul></ul><ul><ul><li>Drive blog and website traffic </li></ul></ul><ul><ul><li>Email is shareable </li></ul></ul>
  18. 18. Blogging: Promotion <ul><li>Outgoing hyperlinks </li></ul><ul><ul><li>Goal is to get people to link to you </li></ul></ul><ul><ul><li>Chamber members who blog </li></ul></ul><ul><li>Integrated marketing </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Newsletter </li></ul></ul><ul><ul><li>Direct mail </li></ul></ul><ul><ul><li>Facebook & LinkedIn </li></ul></ul>
  19. 19. Blogging: Your Voice <ul><li>Write with personality, stay away from “corporate speak” </li></ul>
  20. 20. Blogging: Your Voice
  21. 21. Blogging: Frequency/Schedule <ul><li>Write short, publish in a series </li></ul><ul><li>Plan ahead, write ahead </li></ul><ul><li>Think “posts per week,” not on a given day </li></ul>
  22. 22. Blogging: Need ideas for stories? <ul><li>Guest post </li></ul><ul><li>Ask a question </li></ul><ul><li>Re-work a press release </li></ul><ul><li>Promote an event </li></ul><ul><li>Top 10s and Top 5s </li></ul><ul><li>Report on news reports from your favorite sources </li></ul><ul><li>Read, read, read </li></ul>
  23. 23. Blogging: Use Multi-media <ul><li>Video </li></ul><ul><li>Pictures </li></ul><ul><ul><li>Creative commons </li></ul></ul><ul><ul><li>Attributions </li></ul></ul><ul><ul><li>Photo streams </li></ul></ul><ul><li>Audio </li></ul><ul><ul><li>Podcasts </li></ul></ul><ul><li>Presentations </li></ul>
  24. 24. Blogging: Multi-Media Examples
  25. 25. Blogging: Audience <ul><li>Objective: </li></ul><ul><li>Create community </li></ul><ul><ul><li>Comments, responses </li></ul></ul><ul><ul><li>Insider info </li></ul></ul><ul><ul><li>Pre-release announcements </li></ul></ul><ul><ul><li>Polling </li></ul></ul><ul><ul><li>Calls to Action </li></ul></ul>
  26. 26. Blogging: What’s in it for Me? <ul><li>Constituent value </li></ul><ul><ul><li>Member news </li></ul></ul><ul><ul><li>Studies </li></ul></ul><ul><ul><li>Awards/recognitions </li></ul></ul><ul><ul><li>Guest posts </li></ul></ul><ul><ul><li>Multimedia </li></ul></ul>
  27. 27. Evaluate and Refine <ul><li>Long term view </li></ul><ul><ul><li>-3 months </li></ul></ul><ul><ul><li>-6 months </li></ul></ul><ul><ul><li>-1 year </li></ul></ul><ul><li>Where do you come up in search? </li></ul><ul><li>Comments? </li></ul><ul><li>Traffic? </li></ul><ul><li>Links to your content? </li></ul><ul><li>Membership? </li></ul><ul><li>Event attendance? </li></ul>
  28. 28. Blog Data Resources
  29. 29. Thank You! [email_address] 312.912.9724 Facebook Twitter LinkedIn