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
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
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
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
@marcusnelson #raganSocMed
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
@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
@marcusnelson #raganSocMed
25. Purchase or create tracking apps & dashboards
The Content Calendar Social Media Dashboards
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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
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
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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