Network Solutions  Learning Lunch: Part 4–Business Blogging  March 30, 2009 Steven Fisher
ROI of this Session <ul><li>Learn what a blog is </li></ul><ul><li>What business and corporate blogging is </li></ul><ul><...
What Makes Up a Blog? <ul><li>Easy content creation and publishing </li></ul><ul><li>RSS and Subscription </li></ul><ul><u...
Why Blog? <ul><li>Thought leadership </li></ul><ul><li>Share experiences and value w/ community </li></ul><ul><li>SEO </li...
Content: Editorial Mission <ul><li>The editorial mission serves as a compass </li></ul><ul><li>Determines topics </li></ul...
Content: Bringing the  Editorial Mission to Life <ul><li>Think in brush strokes </li></ul><ul><li>Color commentary on pert...
Content: Tone <ul><li>It’s not a formal business document </li></ul><ul><ul><li>Personality should be included </li></ul><...
Content: Structure <ul><li>Long diatribes will drive people away </li></ul><ul><li>Ideal paragraph length is 3-6 lines </l...
Content: Researching Links, Photos <ul><li>Flickr Creative Commons for Images:  http://www.flickr.com/creativecommons/ </l...
Promotion <ul><li>Comment on and link to other blogs </li></ul><ul><ul><li>Other bloggers will become aware of you and lin...
Frequency & Fodder <ul><li>The more you post, the better </li></ul><ul><ul><li>2 – 3 times a week is a good goal </li></ul...
Business Blogging Types External blog (ex. brand blog) <ul><li>free discussion of issues </li></ul><ul><li>collective inte...
Big Brand Example: Dell <ul><li>Embracing social media is a huge undertaking, and involves a large investment.  </li></ul>...
Big Brand Example: Ford <ul><li>Looking at ford.digitalsnippets.com you might just see another press release web site.  </...
Big Brand Example: IBM <ul><li>When IBM decided they wanted to start using blogs, they didn’t just create one blog, they c...
First, there was Solutions Are Power…
… and then there were 10. Blog  URL  Mantra Design Blog http://www.netsoldsg.com/ Everything UI  MySolutionSpot http://blo...
DO’s <ul><ul><li>DO Write in a human tone of voice </li></ul></ul><ul><ul><li>DO Use meaningful titles </li></ul></ul><ul>...
DON’T - Posting <ul><ul><li>Topics in which The Company is involved in litigation or could in the future: (i.e. policy, cu...
Many Ways to Participate <ul><li>Become a Contributor </li></ul><ul><ul><li>15 minutes to write a blog post </li></ul></ul...
Few Quick Steps To Get Started <ul><li>Pages – create an About Me </li></ul><ul><li>Links – add your neighbour’s blog </li...
Final Thoughts from others <ul><li>Listen first </li></ul><ul><li>Conversation, not publishing </li></ul><ul><li>Be a usef...
Questions?
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Social Media Learning Lunch Part 4 Business Blogging

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Social Media training session from Network Solutions - Business Blogging

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  • Social Media Learning Lunch Part 4 Business Blogging

    1. 1. Network Solutions Learning Lunch: Part 4–Business Blogging March 30, 2009 Steven Fisher
    2. 2. ROI of this Session <ul><li>Learn what a blog is </li></ul><ul><li>What business and corporate blogging is </li></ul><ul><li>Who and why people are doing this </li></ul><ul><li>What we do here at Network Solutions </li></ul><ul><li>Do’s and Don’ts of Blogging </li></ul><ul><li>How You Can Participate </li></ul>
    3. 3. What Makes Up a Blog? <ul><li>Easy content creation and publishing </li></ul><ul><li>RSS and Subscription </li></ul><ul><ul><li>Really Simple Syndication </li></ul></ul><ul><ul><li>It’s the way your posts are fed to your readers. </li></ul></ul><ul><ul><li>Readers use an RSS Reader like My Y!, Google Reader, or Gator </li></ul></ul><ul><ul><li>RSS is pull, not push </li></ul></ul><ul><li>Comments </li></ul><ul><li>Linking and Syndication </li></ul><ul><li>Widgets and Plugins </li></ul>
    4. 4. Why Blog? <ul><li>Thought leadership </li></ul><ul><li>Share experiences and value w/ community </li></ul><ul><li>SEO </li></ul><ul><li>Provide capture point for marketing initiatives </li></ul><ul><li>Influence the media </li></ul><ul><li>Crisis PR </li></ul><ul><li>And much, much more </li></ul>
    5. 5. Content: Editorial Mission <ul><li>The editorial mission serves as a compass </li></ul><ul><li>Determines topics </li></ul><ul><li>Coming up with ideas can be a brainstorm </li></ul><ul><li>How do the topics tie to your work? </li></ul><ul><li>Your stakeholders? </li></ul><ul><li>Do you have commentary to add? </li></ul>
    6. 6. Content: Bringing the Editorial Mission to Life <ul><li>Think in brush strokes </li></ul><ul><li>Color commentary on pertinent topics </li></ul><ul><li>Posts are often 3-10 paragraphs in length </li></ul><ul><li>Fully researched concepts can be broken into several posts </li></ul>
    7. 7. Content: Tone <ul><li>It’s not a formal business document </li></ul><ul><ul><li>Personality should be included </li></ul></ul><ul><ul><li>Write it like you were talking with someone on a Saturday </li></ul></ul><ul><li>Remove unnecessary 1 st person (I, me) </li></ul><ul><li>Edit for grammar </li></ul>
    8. 8. Content: Structure <ul><li>Long diatribes will drive people away </li></ul><ul><li>Ideal paragraph length is 3-6 lines </li></ul><ul><li>Posts greater than 10 paragraphs should be broken into two posts </li></ul><ul><li>Minimum of three links to other blogs per post </li></ul><ul><li>Ideal: Video, audio to supplement </li></ul><ul><li>Must: A picture for each post </li></ul>
    9. 9. Content: Researching Links, Photos <ul><li>Flickr Creative Commons for Images: http://www.flickr.com/creativecommons/ </li></ul><ul><li>Make sure to provide attribution </li></ul><ul><li>Places to research blog posts for crosslinks: </li></ul><ul><ul><li>s.technorati.com </li></ul></ul><ul><ul><li>blogsearch.google.com </li></ul></ul><ul><ul><li>Icerocket.com </li></ul></ul><ul><li>Use key words and phrases from posts to find links </li></ul><ul><li>Ideal: You or PR firm is using del.icio.us to build reservoir of links, informative posts </li></ul>
    10. 10. Promotion <ul><li>Comment on and link to other blogs </li></ul><ul><ul><li>Other bloggers will become aware of you and link back </li></ul></ul><ul><li>Register the blog with Technorati, Google Blogs, and other blog search engines </li></ul><ul><li>Include the blog’s url in your email signature, on your business card, and on your social network profiles </li></ul>
    11. 11. Frequency & Fodder <ul><li>The more you post, the better </li></ul><ul><ul><li>2 – 3 times a week is a good goal </li></ul></ul><ul><ul><li>Be consistent </li></ul></ul><ul><li>Need ideas? </li></ul><ul><ul><li>Read other blogs on your topic </li></ul></ul><ul><ul><li>Stay on top of news related to your topic </li></ul></ul><ul><ul><li>Your offline experiences are valuable & a great platform for a unique idea or perspective </li></ul></ul><ul><ul><li>Keep an idea log for future posts </li></ul></ul>
    12. 12. Business Blogging Types External blog (ex. brand blog) <ul><li>free discussion of issues </li></ul><ul><li>collective intelligence </li></ul><ul><li>direct communication between various layers of an organization </li></ul><ul><li>a sense of community </li></ul>Internal blog (ex. HR blog) CEO's blog <ul><li>conversation with customers </li></ul><ul><li>better identification of trends </li></ul><ul><li>testing new ideas and products </li></ul><ul><li>visibility (SEO) </li></ul><ul><li>spreading company's values </li></ul><ul><li>company's vision and mission </li></ul><ul><li>CEO's values and life, making him more &quot;accessible&quot; </li></ul><ul><li>part of company's branding </li></ul><ul><li>written by the CEO </li></ul><ul><li>Jonathan Schwartz (President & CEO, Sun Microsystems) </li></ul><ul><li>Microsoft developers' blogs </li></ul><ul><li>Direct2Dell blog </li></ul>Types of corporate blogs
    13. 13. Big Brand Example: Dell <ul><li>Embracing social media is a huge undertaking, and involves a large investment. </li></ul><ul><li>Dell didn’t shy away from these obstacles, instead they’ve gone above and beyond, truly cultivating a cross-platform community. </li></ul><ul><li>They’ve created multiple Twitter handles, a network of blogs, and are very active on Facebook. </li></ul><ul><li>Dell is also one of the few companies to publicly state that they created a return on investment from Twitter. Apparently, Dell’s social media efforts help create “$1 million in revenue“. </li></ul>
    14. 14. Big Brand Example: Ford <ul><li>Looking at ford.digitalsnippets.com you might just see another press release web site. </li></ul><ul><li>The also are using multiple feedburner feeds for various products and categories. </li></ul><ul><li>On the homepage you can see that they’re using a Flickr widget and the bottom of the page has an automotive type of blogroll in the footer. </li></ul><ul><li>They’re using a Creative Commons license on the bottom of every page - an “Attribution-NonCommercial” license. </li></ul><ul><li>Basically you can remix the content for Non-commercial use, which I believe is a first for such a big corporate giant as Ford - especially for media assets such as these. </li></ul>
    15. 15. Big Brand Example: IBM <ul><li>When IBM decided they wanted to start using blogs, they didn’t just create one blog, they created an entire network. </li></ul><ul><li>IBM created a way and allowed their employees to write about their experiences, what they’re working on, or any other topic of choice. </li></ul><ul><li>IBM capitalizes on the intelligence of their employees to give consumers insight into what happens behind the scenes. </li></ul><ul><li>By giving the industry experts they’ve hired a voice, IBM is able to highlight the people behind their products. </li></ul><ul><li>Users get to see how IBM operates, and are given a direct connection with IBM employees. </li></ul>
    16. 16. First, there was Solutions Are Power…
    17. 17. … and then there were 10. Blog URL Mantra Design Blog http://www.netsoldsg.com/ Everything UI MySolutionSpot http://blog.mysolutionspot.com Small Business Networking and Education Internal Blog http://intranet.netsol.com/wordpress/ Hub of Network Solutions Online Marketing Blog www.marketing.networksolutions.com/blog Small Business Marketing Solutions Are Power Blog http://blog.networksolutions.com/ Getting the Most Out of Your Online Business Women Grow Business http://www.womengrowbusiness.com Women Entrepreneurs Growing Their Business Grow Smart Business http://www.growsmartbusiness.com Smart Small Business Advice and Resources Chief Knowledge Guru Blog http://www.chiefknowledgeguru.com Advice and Resources on Leveraging E-Commerce Blog http://www.networksolutionsecommerceblog.com/ Living and Breathing E-Commerce Smart Web Site Security http://www.smartwebsitesecurity.com Securing Your Online Presence
    18. 18. DO’s <ul><ul><li>DO Write in a human tone of voice </li></ul></ul><ul><ul><li>DO Use meaningful titles </li></ul></ul><ul><ul><li>DO Enable and monitor your comments </li></ul></ul><ul><ul><li>DO Link to other sites </li></ul></ul><ul><ul><li>DO Be Passionate </li></ul></ul><ul><ul><li>DO Give credit where it’s due (pictures, text quotes) </li></ul></ul><ul><ul><li>DO Syndicate and re-use text </li></ul></ul>
    19. 19. DON’T - Posting <ul><ul><li>Topics in which The Company is involved in litigation or could in the future: (i.e. policy, customer disputes, etc.) </li></ul></ul><ul><ul><li>Non-public information of any kind about The Company, including, but not limited to, policies and strategy </li></ul></ul><ul><ul><li>Illegal or banned substances and narcotics </li></ul></ul><ul><ul><li>Pornography or other offensive illegal materials </li></ul></ul><ul><ul><li>Defamatory, libelous, offensive or demeaning material </li></ul></ul><ul><ul><li>Private/Personal matters of yourself or others </li></ul></ul><ul><ul><li>Disparaging/threatening comments about or related to anyone </li></ul></ul><ul><ul><li>Personal, sensitive or confidential information of any kind </li></ul></ul><ul><ul><li>Consistent with the The Company Employee Social Media and Blogging Guidelines, please do not write any content or postings that involve or are related to the following items: </li></ul></ul><ul><ul><li>Great Post on Policies and Guidelines from Raj Malik </li></ul></ul><ul><ul><li>http://blog.networksolutions.com/2009/sxsw-follow-up-corporate-social-media-guidelines/ </li></ul></ul>
    20. 20. Many Ways to Participate <ul><li>Become a Contributor </li></ul><ul><ul><li>15 minutes to write a blog post </li></ul></ul><ul><li>Start Your Own Blog </li></ul><ul><ul><li>Personal Blog </li></ul></ul><ul><ul><li>Network Solutions Blog </li></ul></ul><ul><li>Where Can I get Started? </li></ul><ul><li>Self-hosted e.g. Wordpress.org </li></ul><ul><li>Web-services </li></ul><ul><ul><li>http://wordpress.com </li></ul></ul><ul><ul><li>http://www.blogger.com (Google) </li></ul></ul><ul><ul><li>http://www.livejournal.com </li></ul></ul><ul><ul><li>http://windowslivewriter.spaces.live.com/ </li></ul></ul>
    21. 21. Few Quick Steps To Get Started <ul><li>Pages – create an About Me </li></ul><ul><li>Links – add your neighbour’s blog </li></ul><ul><li>Appearance </li></ul><ul><ul><li>choose template </li></ul></ul><ul><ul><li>add widgets </li></ul></ul><ul><li>Settings – Discussion – Comment moderation </li></ul><ul><li>Start Writing! </li></ul>
    22. 22. Final Thoughts from others <ul><li>Listen first </li></ul><ul><li>Conversation, not publishing </li></ul><ul><li>Be a useful conversationalist </li></ul><ul><li>Build relationships - one at a time </li></ul><ul><li>Take a Leap of Faith and Jump In! </li></ul>
    23. 23. Questions?

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