How to create a corporate blog that engages and informs employees and the media. It is extremely challenging to create a company blog that interests and entertains, while it also informs and delivers a corporate message. Who will blog? Who has the time? How much will it cost to run? But building and maintaining a stellar corporate blog can be done. Marcus Nelson, director of social media at salesforce.com, will reveal the secrets of writing different and engaging content for your company blog. In this session, you'll learn how to: • Master the don'ts and do's of corporate blogging • Create a team of enthusiastic bloggers • Make your corporate blog more social • Generate fun and creative content • Master pro tips: Post length, keywords, media, etc. • Keep it interesting: Do NOT over-market your company

1. Blogging for Business
Create a corporate blog that engages &
informs employees & media
@marcusnelson #raganSocMed

2. O hai.
@marcusnelson
Director of Social Media
Salesforce.com
@marcusnelson #raganSocMed

3. In this session, you'll learn how to:
1) Master the do’s and don'ts of corporate blogging
2) Create a team of enthusiastic bloggers
3) Make your corporate blog more social
4) Generate fun and creative content
5) Master pro tips: post length, keywords, media, etc.
6) Keep it interesting: Do NOT over-market your company
@marcusnelson #raganSocMed

4. Before we begin...
@marcusnelson #raganSocMed

5. Read this. Remember this. Tweet this.
If #Content is King,
#Marketing is Queen,
and your Blog is the Castle. #raganSocMed
@marcusnelson #raganSocMed

6. Your blog should be the....
Single Voice of Authority
@marcusnelson #raganSocMed

7. So...
http://hyperboleandahalf.blogspot.com/2010/06/this-is-why-ill-never-be-adult.html @marcusnelson #raganSocMed

8. The do’s and don'ts of corporate blogging
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9. Do
@marcusnelson #raganSocMed

10. Ask your team lots of questions
1) What are you not doing now that you wish you were
doing?
2) What messages does your team wish customers &
prospects knew about your business?
3) What value could be placed on insuring customers &
prospects know this information?
4) Who will have ownership over the blog(s)?
@marcusnelson #raganSocMed

11. Create a blog hierarchy
COMPANY COMMUNITY STRATEGY & INDUSTRY
Category Category Category Category Category Category Category
Blog Happenings, heros, and events from around the Thought leadership content designed to
salesforce.com community extend beyond Salesforce customers
PRODUCT BLOGS
Category Category Category Blog Blog Blog Category Category Category Category
Blog.salesforce.com/product is our primary blog. It’s easier to maintain one big blog then many ghost towns. If a product gets big enough to
have it’s own blog we’ll write a daily or weekly digest highlighting posts that appeared across the blog network.

12. Create Executive buy-in for the Blog
1) Create a V2MOM for your executives:
• Vision for the blog(s)
• Values for making the investment
• Methods by which you will execute the plan
• Obstacles you anticipate encountering
• Metrics by which you will measure success
2) Put a Content Calendar in place and make it someone’s
job to enforce it -- a copy editor wouldn’t hurt either
@marcusnelson #raganSocMed

13. Have clear, achievable & agreeable metrics
Video Views Subscribers Posts &
Comments
Engagement Share of Sentiment
Coverage Conversation
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14. Define what success looks like
Search
What Does Share of
Conversation Mean?
The degree to which a Soda
brand is associated with
the problem or need it is
setting out to help with
CRM
@marcusnelson #raganSocMed

15. Our Success Metrics
Subscribers
# of MVPs
Share of Voice Sentiment
Awards Won
Downloads
Video Views # of Influencers
Attendees Engaged
Posts &
Comments
Engagement Quality of
Coverage Engagement
# of Employees Facebook
Engagement
Trained Score
Audit Score
Share of
Conversation
@marcusnelson #raganSocMed

16. How does this translate into what you do?
Website Campaigns Content Creation
Influencer Army Events Sales Enablement
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17. Don’t
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18. Do not...
1) Do not fight to have a blog. Have valuable reasons, use
metrics, reference competitors, and use common sense.
2) Do not blog for blog sake. Blogging is creating content for
your social endeavors to spark sharing & conversations.
3) Do not get started before you have buy-in from everyone
involved. You’ll cause more friction for yourself later if you
don’t be patient.
@marcusnelson #raganSocMed

19. Oh, and don’t just blog about your company stuff
Remember
80/20 Rule:
80% about tips, tricks, and
helpful or entertaining info -
use only 20% to talk about
your products
@marcusnelson #raganSocMed

20. Don’t NOT reply to reader comments
You started the
conversation,
don’t leave it.
@marcusnelson #raganSocMed

21. Create a team of enthusiastic bloggers
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22. @marcusnelson #raganSocMed

23. Set achievable expectations for publishing schedule
Video Blogs Facebook Twitter
Once a Quarter Every Two Weeks** Every Two Weeks Daily or Hourly
V B F T
Website Email Engaging
Persistent Two Touch Rule Daily or Hourly
W E N
E
Could also be eBooks, good infographics, or Facebook apps Cadence based on a focus on great content & channel conflict
Could be more often, especially if we can get PMs engaged Command Center will help, but we need subject matter experts
@marcusnelson #raganSocMed

24. Put a process around how content gets published
CreateContent and add Publisher Reviews, Flips It Editor Reviews, Flips It to
1 2 3
to Content Calendar to Editorial Review Ready to Publish
On Publish Date, Publisher Week Later, Content is Notes are Available in the
4 5 6
Flips the Content Live Reviewed to Measure App and Ratings Appear
Success on Dashboards
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25. Purchase or create tracking apps & dashboards
The Content Calendar Social Media Dashboards
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26. Message your success to Executives & Coworkers
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27. Make your corporate blog more social
@marcusnelson #raganSocMed

28. Make is easy...
to share
see who wrote
the article
to follow
oh, and lots of
photos helps :)
@marcusnelson #raganSocMed

29. Embed all of your media into the blog Infographics
Photos
Dreamforce Announcement on Blog
Presentations
eBooks
Videos
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30. Post via social everything that hits your blog
Dreamforce Announcement on Blog
@marcusnelson #raganSocMed

31. Example of our digital marketing from Dreamforce
Website Facebook Ads
Dreamforce on Blog
Email Drops
Tweets
Facebook
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32. Website Integration
Subscribing
Sharing
Embedding
YouTube
Slideshare
Blog Feed
Twitter Feed
LinkedIn Recommendations
Facebook Widget
@marcusnelson #raganSocMed

33. Generate fun and creative content
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34. Operation Guillaume
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35. Kissmetrics creates infographic catalogue
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36. Get Satisfaction Valentine’s “Love Your Customer Awards”
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37. Pro tips: post length, keywords, media, etc.
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38. Pick a platform
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39. Keep it brief
Keep posts less than 500 words
people have short attention sp...
@marcusnelson #raganSocMed

40. Seriously
@marcusnelson #raganSocMed

41. List 25 SEO keywords for each blog
Instruct writers
how to
sprinkle
keywords in
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42. Success of video
2,900 video views a day = 77 Hyper-efficient Reps
Assumptions a) average video view is 2 minutes
b) average hyper-efficient rep pitches 8 hours a day, no breaks
@marcusnelson #raganSocMed

43. Keep it interesting:
Do NOT over-market your company
@marcusnelson #raganSocMed

44. Content Grid
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45. eBooks and Infographics
Example: 42k Views, 155 Favs, 104 Embeds, 357 Likes...
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46. Top Salesforce videos to date
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47. At the end of the day...
One more thing...

48. Let’s talk about why people share?
1) Reinforces shared views & social bonds.
2) Need to proselytize or desire to connect.
3) Calm themselves or reduce uncertainty.
4) Emotional, positive, interesting, anger-
inducing, or sad most likely to be shared.
5) Bolsters own sense of self.
source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
@marcusnelson #raganSocMed

49. At the end of the day...
Broadcasting is self-focused
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50. So content is still king
You have to start with amazing
content.
@marcusnelson #raganSocMed

51. So content is still king
You have to start with amazing
content.
@marcusnelson #raganSocMed

52. Thank You
@marcusnelson
marcus@salesforce.com
@marcusnelson #raganSocMed