This slide deck was presented at the recent SocialHRCamp. The session and deck addresses the following: What is a blog? What is the business value of blogging? How to blog. What should you blog about? How to drive employee engagement in the blogging effort.

2. Who am I?
socialmediapearls.com

3. The session will address the following
questions:
1.
What is a blog?
2. What is the business value of blogging?
3. How to blog.
4. What should you blog about?
5. How to drive employee engagement in the
blogging effort.

4. 1
What is a
blog?

5. A blog is an

6. Brand History
1800-60s
Trademark
Brand ownership
Something we buy
1860-20s
Brandmark
Brand Quality
Something we trust
1920-80s
Mass Market
Brand Association Something we want
1980-90s
Post Mass Market Brand Superiority
Something we prefer
2000
Lovebrand
Brand Inspiration
Something we love
Today
Wikibrand
Brand Interaction
Something we participate
Wikibrands,
Sean Moffit

7. “I just don’t like the way they carry themselves”

9. Blogging Timeline
1994
1997
1998
2001
2003
2004
2005 2006
2007
2013
weblog ~ free platforms ~ ecommerce ~ diversification ~ social sharing
Logging
on the
web
[Justin
Hall]
First
weblog
[news
site]
Weblog
shortened
to blog
The term
“weblog’
created
Blogger
rolls out
blogging
platform
“Blog’
becomes
the word
of the
year
Wordpress
blogging
platform
created
Political
blogs
emerge
How To
Blogs
emerge
The
Huffington
post
becomes
the 4th
most
linked
blog
Google
introduces
Adsense
[matching
ads to
blog
content]
The
Huffington
Post is
launched
First Vlog
[Video
blogging]
32 million
North
Americans
are reading
blogs
50 million
blogs on
the web
YouTube
created
Twitter is
created
and
introduces
mircrblogging
First
Podcast
[Audio
blogging]
160+
million
blogs
Tumblr is
launched
and
augments
microblogging
3+ million
blog posts
per day

10. Purpose
BLOGS WEBSITES
Softer sale
Insight focus
Personality driven
RSS distribution
Conversation
Editorial
Hard sale
Sales oriented
Company driven
Requires visits
No conversation
Static
Sites with blogs generate
more leads, more visitors
10

11. 2
What is the
value?

12. • 81% consumers trust advice
and information from blogs.
• 70% of consumers learn
about a company through
articles

14. Interesting content is one of the top 3 reasons people
follow brands on social media.
Feel more positive about a
company ~ a blog makes

15. B2B & B2C companies who blog, generate 67-88% more
leads than those who do not.

16. 61% of U.S. online consumers have made a
purchase based on recommendations from a blog.
57% of companies with a blog have acquired
a customer from their blog.

17. Build Relationships that Moves People
Externally
Evangelist
endorser
Observer
17
Customer/supporter

18. Build Relationships that Moves People
Internally
Evangelist
endorser
Doing time
18
supporter

19. 3
How do you
blog?

20. From Debunking Corporate
Blogging. How Corporations
Should Blog A-Z
WilliamPearl on
Slideshare.net

22. juststoryit: Karen Dietz
Built strong brand online presence via
curation on Scoopit.
Top influencer storytelling for business
The importance
storytelling

23. 4
What should you
blog about?

24. Blogging Topics: A to Z
§
New launches
Bars [Genius, People, Enablers}
§
Open Mic
§
Birthdays
§
Projects
§
Conference reviews
§
Questions
§
Did you know
§
Recognition
§
Expertise showcase
§
Social, Suggestions
§
Fundraising cause
§
Thought-leadership
§
Global cultural experiences
§
Utilities- new productivity apps
§
Holidays
§
Videos
§
Ideas, In the news
§
Wins, Watercooler
§
Jobs
§
Xfunctional achievements
§
Knowledge share
§
Learnings
§
Yesteryear
§
Mentorship
§
Zen and balance
§
Annual objectives
§

25. 5
How to drive
employee
engagement?

26. thesaleslion: Marcus Sheridan
Turned business around in 2009 blogging
Top influencer blogging, content marketing,
content creation, speaker
The importance
of questions

28. Engagement
your audience is responsive and showing a lot
of participation to your content

29. How can we make it
engaging?

31. Online Engagement Indicators include:
• The number of comments
• The number of shares
• Increased subscriptions
• Increased "favorites
• Increased links
• Endorsements and mentions
• The number of views

32. Tips for Engagement
1.
Have Engaging Values
11.
Have Fun
2.
Have Quality Content
12.
Have great headlines
3.
Consider a Call to Action
13.
Success Stories
4.
Ask Questions
14.
How To Tips
5.
Be Human
15.
Polls
6.
Be Responsive
16. Gaming
7.
Be Courteous
17.
Giveaways
8.
Don’t forget to Monitor.
18.
Consider Ambassadors
9.
Use Pictures
19.
Integrate activity
10. Be Succinct
20. “Controversial items”

33. Blog Examples

35. Topic Focus
- Life at the organization
- Career tips
- University relations
A portfolio of blogs
• Many departments involved
• Global

38. Build An

39. Our World

41. Questions?

42. Thank you
shirley@socialmediapearls.com
Image credits: Flickr
Mike McKay
Jes
Vic
Cambodia4kids
Tim Parkinson
Darren Tunnicliff