BlogWell Atlanta Case Study: NCR Corporation, presented by Colleen Swanger

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In her BlogWell presentation, NCR Corporation's Director of Design, Digital, and Event, Colleen Swanger, shares how they are launching a social effort for B2B financial services.

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BlogWell Atlanta Case Study: NCR Corporation, presented by Colleen Swanger

  1. 1. Blogs: changing the perception from risk to reward Colleen Swanger, Director: Design | Digital NCR Corporation Twitter: @cswanger
  2. 2. Getting a blog program started in a non-marketing focused organization isn’t always easy.
  3. 3. You’re a Fortune 500 global technology company,and you don’t blog? Aren’t you missing out? Yes.
  4. 4. Why blog?To share and to listen.
  5. 5. Why blog?Build relationships with customers, prospects and industry sources.
  6. 6. Why blog?Support sales initiatives.• Announce events and link to registrations• Build lists• Share case studies
  7. 7. Why blog? To showcase thought leadership and innovation
  8. 8. Why blog? To support inbound marketing efforts and SEO.
  9. 9. Roadblocks But for every good reason to blog - there’s another reason why we SHOULDN’T do it. no resources no management support long approval process no timeno one reads blogs too much risk involved
  10. 10. Roadblocks Let’s break down these roadblocks.
  11. 11. Roadblocks No resources or time
  12. 12. Roadblocks No resources or time
  13. 13. Roadblocks No management support.
  14. 14. Roadblocks Long approval process for content.
  15. 15. Roadblocks No one reads blogs anymore/too risky.
  16. 16. Finding a solution HOW did we make this happen?
  17. 17. Finding a solution HOW did we make this happen? Goals• Regular posting schedule• Increase in “touches” over time• List building• Use it to spark jealousy
  18. 18. Finding a solution HOW did we make this happen?
  19. 19. Where we go from here Promotion - internal.
  20. 20. Where we go from here Promotion - external.
  21. 21. Where we go from here Promotion - external.
  22. 22. Where we go from here Measurement• Content – frequent posts• Comments and shares• Internal feedback• Visitor metrics
  23. 23. Lessons learned Don’t take no for an answer.• Keep at it, but don’t bully• Find advocates• Forgiveness, not permission• Doesn’t require a hardcore glitter and pom poms launch
  24. 24. Info and ResourcesColleen SwangerTwitter: @cswangerCorporate Twitter: @NCRCorporationLinkedIn: www.linkedin.com/in/colleenswangerLinks and Resourceswww.ncr.comsocialmediab2b.comwww.marketingprofs.com

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