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Using blogging to build supporter engagement


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Given at the Charity Comms seminar on Thursday 23rd July 2009

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Using blogging to build supporter engagement

  1. 1. CharityComms seminar<br />23rd July 2009<br />Using blogging to build supporter engagement<br />Jonathan Waddingham<br /><br /><br />
  2. 2. 66%<br />UK Internet users<br />Blogs<br />17.8 million<br />In UK<br />How many read them?<br /><br />
  3. 3. Blogs – how to get started <br /><br />
  4. 4. Blogs - strategy<br />Plan the topics you will cover – your categories<br />You need commitment – once you start, you can’t stop!<br />Set yourself an ambitious target for frequency of posting & get into a routine<br />Write about things you’re passionate about<br />Don’t forget to read other people’s blogs too<br />
  5. 5. Examples - anetwork of blogs<br /><br />
  6. 6. Examples - anetwork of blogs<br /><br />
  7. 7. You don’t have to be big<br /><br />
  8. 8. It’s about telling a story<br /><br />
  9. 9. Comments allow people to get involved<br />
  10. 10. Comments also allow people to have their say<br />
  11. 11. Dealing with comments<br />What is your comment policy? What will you allow?<br />Arguing with commenters can make things worse<br />Try and find ‘evangelists’ to support you<br />Try and email everyone who comments<br />Get people to focus on reading, approving & replying to comments<br />
  12. 12. Comment<br />PR - ask to be on someone else’s blog<br />Search on Google blog search or Technoratifor a relevant topic<br /><br /><br />Read<br />
  13. 13. Bloggers/online PR– how *not* to pitch them<br />Don&apos;t have your office intern haphazardly send out a canned pitches, get to know the bloggers first<br />Don&apos;t have your first point of interaction be a request to blog about your program<br />Don&apos;t overwhelm the blogger with requests and information<br />Do mention a post the blogger has previously written<br />Do comment on posts before making the ask – plan ahead<br />Email the right person, spell their name correctly<br /><br />
  14. 14. When online PR goes bad<br />“Unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets,” a public relations person wrote to ShapingYouth. <br /><br />
  15. 15. Learn from others’ success - PR WIN Blog<br /><br />
  16. 16. One last (great) example<br /><br />
  17. 17. The ultimate engagement<br />
  18. 18. Contact me<br />Jonathan Waddingham<br /><br /><br /><br /><br />