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0908 - Blog training slides


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Slides that I developed as a crash course for PRs on blogging

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0908 - Blog training slides

  1. 1. Blogging: what’s it all about?<br />Ged Carroll: director, digital strategies<br />
  2. 2. In this presentation<br />What is a blog<br />Why should I care?<br />Things to think about in a blog<br />Writing for blogs<br />Commercial opportunity<br />Measurement <br />Issues management<br />Blogging & ethics<br />Blogging & UK law<br />
  3. 3. What is a blog anyway?<br />A blog is a type of website, 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. (Wikipedia)<br />Picture by laverrue<br />
  4. 4. Why blogging?<br />It is one of the easiest ways to publish content on the ’net<br />77% read blogs (Universal McCann)<br />346 million worldwide read blogs<br />Easily republished and publicised<br />Attracts inbound links - cost-effective SEO<br />Picture by foxypar4<br />
  5. 5. Why blogging? Global marketers viewpoint<br />Which of the following most closely matches your personal point of view on the <br />potential impact that social media will have in business?<br />TNS media intelligence/Cymfony polled 70+ marketers around the globe about their experiences incorporating all types of social media tools in their marketing strategies. Represented countries include the United States, Canada, the United Kingdom and France. <br />
  6. 6. Things to remember about blogging: listen<br />Active listening<br />Utilise Google blog search and follow relevant blogs using an RSS reader<br />Is there an existing community?<br />What are they saying?<br />What are their community norms?<br />What can you bring to the table within those community norms?<br />Picture by pasukaru76<br />
  7. 7. Listening to engagement <br />Respond on a reactive basis to debate<br />Proactive engagement<br />What do we want to achieve? (macro -&gt; micro)<br />What value do we bring to the community discussion?<br />Why should the community interact or listen to you?<br />Who should be the spokespeople?<br />Aggregate and showcase advocate community content to aid discovery<br />Picture by JoF<br />
  8. 8. Being a blogger<br />Think about your audience<br />Always think three moves ahead – Steve Davis<br />Write in your own tone of voice <br />Picture by Daquella_manera<br />
  9. 9. Blogging etiquette<br />Do link out generously <br />Do read and comment on other people’s blogs<br />Don’t delete comments that you disagree with<br />Do stick with it<br />Picture by casey.marshall<br />
  10. 10. Blogging tips & tricks<br />Great content comes from everyday things<br />Keep an inspiration book<br />Use pictures<br />How can you continue a dialogue?<br />Don’t finish your posts<br />Ask your readers for their opinion<br />Picture by Jóinn<br />
  11. 11. Writing for blogs <br />Standing on the shoulders of giants (beat generation, the new journalism)<br />Tone-of-voice<br />Formality<br />PoV<br />Involvement: scene setting rather than historical narrative<br />Humanity<br />Record everyday events<br />Transparency<br />Speed<br />Library of Congress, Prints & Photographs division, Van Vechten Collection<br />
  12. 12. Running a client blog<br />
  13. 13. The why<br />The right reasons:<br />We have something to say<br />We would like to be able to have a dialogue with our customers<br />We’re passionate about our industry and have something to say (and folks are likely to listen)<br />We’d like to share some of our know-how with the wider community<br />The wrong reasons:<br />The board says that we need a blog<br />Someone down the golf/squash club thought that it would be a good idea<br />PR Week said that blog is the word of 2006<br />We want to tell people about our latest XXX (insert client product details here)<br />Its something I can get you guys to do<br />
  14. 14. Running a corporate blog<br />Put their house in order<br /><ul><li>Provide guidance for employees personal social media
  15. 15. Start thinking about editorial: not only the first few posts but longer term planning
  16. 16. Get them to think about ongoing resources for writing posts and responding to comments and indirect feedback - Is training required?
  17. 17. What is the blog(s) designed to achieve?
  18. 18. How will that success be measured?
  19. 19. How will employees be incentivised to participate?
  20. 20. Do the management team realise the long-term commitment that a blog requires?
  21. 21. How doe the blog fit into the organisations overall web strategy?
  22. 22. Is there a willingness to change based on the feedback received?</li></li></ul><li>Specification | design<br />Brand guidelines<br />Guidelines are not tramlines<br />URL – Working Families for Wal-Mart<br />Think reader: <br />Make sure your code works<br />Make sure it works for different sizes<br />Test for browser compatibility<br />MS IE 7 & 8<br />Mozilla 3 & 3.5<br />Safari 3.2 & 4.o<br />Opera 9.6<br />If you discuss mobile, allow it to be read via a mobile browser like Opera Mini and webkit-based browsers for Symbian an iPhones<br />
  23. 23. Specification | design<br />16<br />SEM<br />Submit your site to Google, Yahoo! | Bing, Ask<br />USABILITY - KISS<br />Don’t go with a fixed-width<br />One column if you can<br />Flash is mostly evil, AJAX can be good<br />Think navigation – archives, categories/tag clouds<br />Make it easy to subscribe<br />Easy to search via Rollyo or Google Co-op to name just two options<br />
  24. 24. Specification|design<br />17<br />Choose your platform to run the blog on carefully<br />Moveable Type<br />WordPress<br />MSN Spaces<br />Blogger<br />Microsoft Community Server<br />Think about the posts, now and in the future<br />Measurement, bookmarking, video enclosures, dynamic content – support for JavaScript, AJAX, RSS feeds, audio files, images, documents, blogroll, contributor pages for transparency<br />8/18/09<br />
  25. 25. Tools<br /><ul><li>Open source – published by Six Apart
  26. 26. Application and ISP hosted service
  27. 27. Spam protection
  28. 28. Comment and community management
  29. 29. Access to hundreds of plug-ins
  30. 30. Fully configurable permissions system
  31. 31. Native support for multiple blogs
  32. 32. Static pages and archiving
  33. 33. Optional paid professional support
  34. 34. Automatic RSS feed generation
  35. 35. Open source – more information at
  36. 36. Application, ISP and hosted service
  37. 37. Spam protection
  38. 38. Comment and community management
  39. 39. Access to hundreds of plug-ins and themes
  40. 40. Password protection on blog and individual posts
  41. 41. Doesn’t need to rebuild after every posting
  42. 42. Large support eco-system of free and paid expertise
  43. 43. Easy RSS feed generation</li></li></ul><li>Measurement & monitoring<br />
  44. 44. Measurement: silver bullet (or not)<br /><ul><li>Cision
  45. 45. Attentio
  46. 46. Market Sentinel
  47. 47. BuzzMetrix
  48. 48. Cymfony
  49. 49. Biz360
  50. 50. Factiva
  51. 51. Brandimensions</li></li></ul><li>Social media discovery<br />Increasing complexity and granularity<br />
  52. 52. Monitoring<br />Measurement tools often don’t have the speed of near real-time updates and you have to go back to basics<br />Google alerts:<br />Ongoing monitoring<br />Google news alerts<br />Google blog search<br />Technorati:<br />RSS-fed buzz with authority meter<br />Yahoo! Site Explorer:<br />Inbound links<br />Website analytics<br />Radian6 – commercial offering that many major brands like<br />Pull this all together with RSS<br />
  53. 53. Social media monitoring<br />Many of the search tools looked at earlier will provide an RSS feed for future finds<br />This can convert our snapshot into a moving picture – monitoring<br />Using Yahoo! Pipes we can machine translate foreign articles and merge RSS feeds to provide a monitoring stream. Creating a ‘pipe’ is as easy as creating a flow chart in PowerPoint<br />
  54. 54. Blogging ethics and legal niceties<br />
  55. 55. UK legislation<br />From end of May 2008: Consumer Protection from Unfair Trading Regulations 2008<br />No astro-turfing<br />No sock puppetry<br />Up to 6 months jail time<br />What can you do legally?<br />Notify the service provider if content violates their terms of service, there is usually a feedback email in their help section, or content will have a flag button by it<br />For blogs, where there is content that you could take legal action to remove:<br />Notify the legal department of their hosting company<br />
  56. 56. Ethics<br />From WOMMA<br />Consumer protection & respect are paramount<br />The honesty ROI: honesty of <br />Relationship<br />Opinion<br />Identity<br />Respect the rules of the venue<br />Manage relationships with minors responsibly<br />Promote honest downstream communications<br />Protect privacy and permission<br />
  57. 57. Case study<br />
  58. 58.
  59. 59. Namaste & thank you for listening<br /> | @r_c<br />