081118 - Blog Marketing

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A presentation that I gave at La Salle Business & Engineering School

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  • 081118 - Blog Marketing

    1. 1. BLOG MARKETING DIGITAL Waggener Edstrom Worldwide |Ged Carroll |November 18, 2008
    2. 2. BLOG MARKETING: <ul><li>What is a blog? </li></ul><ul><li>Blog culture </li></ul><ul><li>Corporate culture </li></ul><ul><li>Listening </li></ul><ul><li>Blogger relations </li></ul><ul><li>Running your own blog </li></ul><ul><li>Case studies </li></ul><ul><li>Questions </li></ul>
    3. 3. WHAT IS A BLOG?
    4. 4. WHAT IS A BLOG? <ul><li>A blog (a contraction of the term &quot;Web log&quot;) is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order </li></ul><ul><li>With the advent of video blogging, the word blog has taken on an even looser meaning — that of any bit of media wherein the subject expresses his opinion or simply talks about something </li></ul>
    5. 5. WHAT IS A BLOG CONTINUED? <ul><li>A blog can be an individual site or it can be part of the ‘mainstream media </li></ul><ul><li>Often (but not always allows interaction with the readership through a comments section </li></ul><ul><li>Bloggers are the new columnists: taste-makers and critics </li></ul>
    6. 6. BLOG CULTURE
    7. 7. BLOG CULTURE <ul><li>Participatory </li></ul><ul><li>Community – increasingly complex interaction across social media </li></ul><ul><li>Independent </li></ul><ul><li>Informal </li></ul><ul><li>Self-referencing </li></ul><ul><li>Meme-driven </li></ul><ul><li>Focused </li></ul><ul><li>Generally local rather than global </li></ul><ul><li>Complex interconnections </li></ul><ul><li>Trusted </li></ul>
    8. 8. CORPORATE CULTURE
    9. 9. CORPORATE CULTURE <ul><li>How flat is your organisation structure? </li></ul><ul><li>How open and authentic is your organisation culture? </li></ul><ul><li>Do you trust employees to talk openly about the organisation? </li></ul><ul><li>How regulated is your organisation? </li></ul><ul><li>Do you have a unique perspective to offer the marketplace? </li></ul><ul><li>Is there a significant need for trust in your brands prior to purchase? </li></ul><ul><li>Does your organisation need to build a stronger sense of loyalty and dialogue with stakeholders? </li></ul><ul><li>Is your product/brand category is going through significant change right now? </li></ul><ul><li>Does your product or service have a long purchasing cycle and/or significant decision criteria? </li></ul><ul><li>Is your route to market reliant upon third parties (channel, retail partners)? </li></ul><ul><li>Do you manage issues/crises on a frequent basis? </li></ul><ul><li>Is your organisation high profile (frequently talked about in the media and with key stakeholders)? </li></ul>
    10. 10. LEVELS OF ONLINE PR ENGAGEMENT <ul><li>Monitoring: no engagement but active listening to what is being said about the organisation and its peers – any related issues </li></ul><ul><li>Low-level engagement: as Monitoring plus response-led online presence </li></ul><ul><li>High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activities </li></ul>
    11. 11. LISTENING
    12. 12. BENCHMARK RESEARCH <ul><li>Map out existing community discussions </li></ul><ul><ul><li>Your organisation </li></ul></ul><ul><ul><li>Brands </li></ul></ul><ul><ul><li>Locations </li></ul></ul><ul><ul><li>Employees </li></ul></ul><ul><li>Map out competitor discussions </li></ul><ul><ul><li>Company </li></ul></ul><ul><ul><li>Brands </li></ul></ul><ul><ul><li>Key partners </li></ul></ul><ul><ul><li>Individuals </li></ul></ul><ul><li>Look at backlinks – Google link: yoursite.com </li></ul><ul><li>Google blog search </li></ul><ul><li>Technorati </li></ul><ul><li>Look at authority – Quarkbase.com is handy </li></ul><ul><li>Map out communities, plotting blogs that are referenced to build up a picture of ‘super nodes’ in the community over time </li></ul>
    13. 13. MONITORING <ul><ul><li>Measurement tools often don’t have the speed of near real-time updates and you have to go back to basics </li></ul></ul><ul><ul><li>Google alerts: </li></ul></ul><ul><ul><ul><li>Ongoing monitoring </li></ul></ul></ul><ul><ul><li>Google news alerts </li></ul></ul><ul><ul><li>Google blog search </li></ul></ul><ul><ul><li>Technorati : </li></ul></ul><ul><ul><ul><li>RSS-fed buzz with authority meter </li></ul></ul></ul><ul><ul><li>Yahoo! Site Explorer : </li></ul></ul><ul><ul><ul><li>Inbound links </li></ul></ul></ul><ul><ul><li>Website analytics </li></ul></ul><ul><ul><li>Radian6 – commercial offering that many major brands like </li></ul></ul><ul><ul><li>Blog metrics (Feedburner is a good place to start) </li></ul></ul><ul><li>Pull this all together with RSS </li></ul>
    14. 14. A LITTLE BACKGROUND ON RSS <ul><li>The paradigm </li></ul><ul><ul><li>The tickertape (1870s - 1960s) </li></ul></ul><ul><ul><li>Reuters, Telerate, Bloomberg </li></ul></ul><ul><ul><li>Teletext </li></ul></ul><ul><ul><li>Financial TV </li></ul></ul><ul><ul><li>PointCast, BackWeb and BBC ticker </li></ul></ul><ul><ul><li>RSS & Atom </li></ul></ul>
    15. 15. READER CHOICE <ul><li>Information presentation </li></ul><ul><li>How much information? </li></ul><ul><li>Application, plug-in or online? </li></ul><ul><li>Is mobile access required? </li></ul>
    16. 16. <ul><li>A quick run through setting up a Bloglines account (www.bloglines.com) </li></ul><ul><li>Click on register at the top right of the page </li></ul><ul><li>Complete form </li></ul><ul><li>Complete click on confirmation mail </li></ul>SETTING UP A READER
    17. 17. <ul><li>Select which news feeds you would like </li></ul><ul><li>Go and get an easy subscribe button for your browser from: http://www.bloglines.com/help/easysub </li></ul>SETTING UP A READER CONT’D
    18. 18. BLOGGER RELATIONS
    19. 19. BLOGGER RELATIONS <ul><li>Use benchmark studies to choose your ‘12 disciples’ </li></ul><ul><li>Start reading their blog, occasionally providing relevant comment to posts to develop a rapport </li></ul><ul><li>Develop an influencer panel </li></ul><ul><ul><li>Develop a modified approach to media outreach for the bloggers </li></ul></ul><ul><li>Guest bloggers on your own blog </li></ul><ul><li>Creating collaborative content </li></ul>
    20. 20. RUNNING A CORPORATE BLOG
    21. 21. <ul><li>The right reasons: </li></ul><ul><ul><li>We have something to say </li></ul></ul><ul><ul><li>We would like to be able to have a dialogue with our customers </li></ul></ul><ul><ul><li>We’re passionate about our industry and have something to say (and folks are likely to listen) </li></ul></ul><ul><ul><li>We’d like to share some of our know-how with the wider community </li></ul></ul><ul><li>The wrong reasons: </li></ul><ul><ul><li>The board says that we need a blog </li></ul></ul><ul><ul><li>Someone down the golf/squash club thought that it would be a good idea </li></ul></ul><ul><ul><li>PR Week said that blog is the word of 2006 </li></ul></ul><ul><ul><li>We want to tell people about our latest XXX (insert client product details here) </li></ul></ul><ul><ul><li>Its something I can get you guys to do </li></ul></ul><ul><li>Business reasons </li></ul><ul><ul><li>Cost effective CMS </li></ul></ul><ul><ul><li>Improved market intelligence - getting closer to the customer </li></ul></ul><ul><ul><li>Putting the personality in brand </li></ul></ul><ul><ul><li>Attracts inbound links (if done well), a form of SEO </li></ul></ul>THE WHY
    22. 22. RUNNING A CORPORATE BLOG <ul><li>Put your house in order </li></ul><ul><li>Provide guidance for employees personal social media </li></ul><ul><li>Start understanding the community that you want to engage </li></ul><ul><li>Start thinking about editorial: not only the first few posts but longer term planning </li></ul><ul><li>Think about ongoing resources for writing posts and responding to comments and indirect feedback </li></ul><ul><li>What is the blog(s) designed to achieve? </li></ul><ul><li>How will that success be measured? </li></ul><ul><li>How will employees be incentivised to participate? </li></ul><ul><li>Do the management team realise the long-term commitment that a blog requires? </li></ul><ul><li>How doe the blog fit into the organisations overall web strategy? </li></ul><ul><li>Is there a willingness to change based on the feedback received? </li></ul>
    23. 23. SPECIFICATION / DESIGN <ul><li>Brand guidelines </li></ul><ul><ul><li>Guidelines are not tramlines </li></ul></ul><ul><ul><li>URL – Working Families for Wal-Mart </li></ul></ul><ul><li>Think reader: </li></ul><ul><ul><li>Make sure your code works </li></ul></ul><ul><ul><li>Make sure it works for different sizes </li></ul></ul><ul><ul><li>Test for browser compatibility </li></ul></ul><ul><ul><ul><li>MS IE 6 & 7 </li></ul></ul></ul><ul><ul><ul><li>Mozilla 2 & 3 </li></ul></ul></ul><ul><ul><ul><li>Safari 3.2 </li></ul></ul></ul><ul><ul><ul><li>Opera 9.5 </li></ul></ul></ul><ul><ul><li>If you discuss mobile, allow it to be read via a mobile browser like Opera Mini and webkit-based browsers for Symbian an iPhones </li></ul></ul>
    24. 24. SPECIFICATION / DESIGN <ul><li>SEM </li></ul><ul><ul><li>Submit your site to Google, Yahoo!, Live.com, Ask </li></ul></ul><ul><li>USABILITY - KISS </li></ul><ul><ul><li>Don’t go with a fixed-width </li></ul></ul><ul><ul><li>One column if you can </li></ul></ul><ul><ul><li>Flash is mostly evil, AJAX can be good </li></ul></ul><ul><ul><li>Think navigation – archives, categories/tag clouds </li></ul></ul><ul><ul><li>Make it easy to subscribe </li></ul></ul><ul><ul><li>Easy to search via Rollyo or Google Co-op to name just two options </li></ul></ul>06/06/09
    25. 25. SPECIFICATION / DESIGN <ul><li>Choose your platform to run the blog on carefully </li></ul><ul><ul><li>Moveable Type </li></ul></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><li>MSN Spaces </li></ul></ul><ul><ul><li>Blogger </li></ul></ul><ul><ul><li>Microsoft Community Server </li></ul></ul><ul><li>Think about the posts, now and in the future </li></ul><ul><ul><li>Measurement, bookmarking, video enclosures, dynamic content – support for JavaScript, AJAX, RSS feeds, audio files, images, documents, blogroll, contributor pages for transparency </li></ul></ul>06/06/09
    26. 26. TOOLS <ul><li>Open souce – published by Six Apart </li></ul><ul><li>Application and ISP hosted service </li></ul><ul><li>Spam protection </li></ul><ul><li>Comment and community management </li></ul><ul><li>Access to hundreds of plug-ins </li></ul><ul><li>Fully configurable permissions system </li></ul><ul><li>Native support for multiple blogs </li></ul><ul><li>Static pages and archiving </li></ul><ul><li>Optional paid professional support </li></ul><ul><li>Automatic RSS feed generation </li></ul><ul><li>Open source – more information at wordpress.org </li></ul><ul><li>Application, ISP and wordpress.com hosted service </li></ul><ul><li>Spam protection </li></ul><ul><li>Comment and community management </li></ul><ul><li>Access to hundreds of plug-ins and themes </li></ul><ul><li>Password protection on blog and individual posts </li></ul><ul><li>Doesn’t need to rebuild after every posting </li></ul><ul><li>Large support eco-system of free and paid expertise </li></ul><ul><li>Easy RSS feed generation </li></ul>
    27. 27. CASE STUDIES
    28. 29. PODCASTS & VIDEO <ul><li>Tends to be one-way rather than two-way communications </li></ul><ul><li>Dynamic delivery </li></ul><ul><li>Audio is portable and flexible to consume </li></ul><ul><li>Video requires captive attention – need to be respectful of the audiences time </li></ul><ul><li>Content needs to be: original, interesting, humourous </li></ul><ul><li>Two’s company – have a sidekick </li></ul><ul><li>Succinct </li></ul>Audio blogs Q&A interviews Executive speeches Panel discussions Storytelling Self-guided product tour Online learning
    29. 30. © Waggener Edstrom Worldwide 2008

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