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Birth to Three Presentation

presentation to Birth to Three about blogging basics

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Birth to Three Presentation

  1. 1. Blogging Basics for Nonprofits <ul><li>Kelli Matthews, University of Oregon [email_address] </li></ul>
  2. 2. What is it? <ul><li>Blog... short for Weblog </li></ul><ul><li>An online space where an organization can engage in 2-way conversation with readers </li></ul>
  3. 3. Typical Features <ul><li>Brief entries (one to three paragraphs in length) </li></ul><ul><li>Sidebars linking to other blogs, previous posts or other comments </li></ul><ul><li>Lots of links within the blog entry (to other blogs, Web sites and articles) </li></ul><ul><li>Frequent & regular updates </li></ul>
  4. 4. The Blogosphere <ul><li>Raw Numbers </li></ul><ul><ul><li>Technorati tracks 35.4 million blogs </li></ul></ul><ul><ul><li>19.4 million (55%) are still posting 3 months later </li></ul></ul><ul><ul><li>3.9 million bloggers update weekly </li></ul></ul><ul><ul><li>Bloggers make 1.2 million posts a day or 50,000 an hour with major spikes during major news events </li></ul></ul>
  5. 6. So Why Should an Organization Bother? <ul><li>Initiate two-way interaction with stakeholder </li></ul><ul><li>Join the conversation in your industry </li></ul><ul><li>Put a human face on the company </li></ul><ul><li>Increase search engine results </li></ul><ul><li>Establish/build expert status </li></ul>
  6. 7. What Makes a Blog Successful? <ul><li>Among 20 “successful” corporate bloggers, most common answers: </li></ul><ul><ul><li>Culture </li></ul></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Dialogue </li></ul></ul><ul><ul><li>Personality </li></ul></ul>From Backbone/Northwestern Blogging Study (see link on slide 17
  7. 8. A Social Media Strategy: Three Part Process <ul><li>Active Listening (Monitor & Respond) </li></ul><ul><li>Outreach (Blogger Relations) </li></ul><ul><li>Engagement (Content creation & conversation, internally or externally) </li></ul>Three part social media strategy from: Kami Huyse,
  8. 9. Active Listening <ul><li>Find the “influentials”: Technorati Google Blog Search </li></ul><ul><li>Bloglines (or other feed reader) </li></ul><ul><li>“ Seed” Blogs </li></ul><ul><ul><li>Spare Change </li></ul></ul><ul><ul><li>Communication Overtones </li></ul></ul>
  9. 10. Putting Blogs to Work for BT3 <ul><li>Summarize and point to articles on the Web that are relevant to your audience </li></ul><ul><li>Invite experts to contribute as guest bloggers </li></ul><ul><li>Get timely info out without technical support </li></ul><ul><li>Cross-promote and re-use all Web content, magazines or enewsletters </li></ul>Nancy Schwartz, Getting Attention
  10. 11. Getting Readers to Your Blog <ul><li>Add blog headlines to the home page </li></ul><ul><li>Make sure readers can subscribe </li></ul><ul><li>Create a network through comments, trackbacks and links </li></ul>Nancy Schwartz, Getting Attention
  11. 12. Code of Ethics <ul><li>We will tell the truth. We will acknowledge and correct any mistakes promptly. </li></ul><ul><li>We will not delete comments unless they are spam, off-topic, or defamatory. </li></ul><ul><li>We will reply to comments when appropriate as promptly as possible. </li></ul><ul><li>We will link to online references and original source materials directly </li></ul><ul><li>We will disagree with other opinions respectfully. </li></ul>From Charlene Li, Forrester Research
  12. 13. First Book
  13. 14. ASPCA
  14. 15. Agros
  15. 16. Fun! <ul><li>Pop Candy </li></ul><ul><li>Parent Hacks </li></ul><ul><li>Catherine Newman </li></ul><ul><li>Indexed </li></ul>
  16. 17. For Further Reading <ul><li>Northeastern University & Backbone Media Blogging Success Study </li></ul><ul><li>Kelli’s Page on Blogging </li></ul>