5 Key Myths of Corporate Blogging


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5 Key Myths of Corporate Blogging

  1. 1. 5 Key Myths of Corporate Blogging The Conference Board May 21, 2010 Debbie Weil Author | Corporate Social Media Consultant www.debbieweil.com debbie.weil@gmail.com mobile: 202.255.1467
  2. 2. Myth #1 Corporate blogs are out. Twitter and Facebook are in.
  3. 3. Fact No! A corporate blog is your home base. You own and control the content.
  4. 4. Aside Jason Calacanis, founder of Weblogs, Inc., is deleting his Facebook account because of privacy concerns.
  5. 5. or  Start  With  Social  Media  Mindset   a social media hub Southwest Airlines’ blog lives on Blog Over 1M followers on Twitter @SouthwestAir www.blogsouthwest.com Southwest Air CEO Gary Kelly on LinkedIn
  6. 6. Myth #2 You shouldn’t sell on a corporate blog.
  7. 7. Fact Nonsense. Your blog should be designed so it’s easy to click back to your main site and buy.
  8. 8. Bill Marriott’s blog drives millions of dollars in bookings via click thrus to Marriott.com
  9. 9. Myth #3 You have to produce brilliant, provocative content for your corporate blog.
  10. 10. Fact Up to 80% of the traffic to corporate blogs is first-time visitors.* *Compendium study http://yhoo.it/9NMiPP
  11. 11. Your blog may NOT be building a loyal community of readers
  12. 12. Fact No one reads all the words online. Be brief. Be useful to first-time and repeat visitors.
  13. 13. Were you fooled?
  14. 14. It’s  (Always)  tsecrets of effective blogging 7 he  Content   1.  Choose a topic that relates to what your stakeholders are interested in 2.  Find a conversational voice you’re comfortable with 3.  Use self-deprecating humor 4.  Embed videos 5.  Package your content - 10 Tips, 5 Rules, 7 Mistakes 6.  Always, always link 7.  Publish consistently From Chapter 7 of The Corporate Blogging Book
  15. 15. Myth #4 Measure success by the number of RSS or email subscribers to your blog.
  16. 16. Fact Those are the wrong metrics. Set measurable communications and business objectives.
  17. 17. Business objectives for a corporate blog Proof Point: •  Increase awareness of your brand or agency Dell’s social media efforts resulted in negative online •  Increase positive / decrease negative mentions sentiment declining from •  Improve customer service 48% to 23% from August •  Drive traffic to a specific site for sales or downloads 2006 to mid-2008, according to Dell’s •  Create platform for 24X7 crisis communications Richard Binhammer •  Collect feedback from stakeholders (Senior Mgr, Corporate Comms) •  Internally: improve knowledge management •  Innovate through collaboration and crowdsourcing http://bit.ly/c8KMgM •  Platform for thought leadership by senior managers
  18. 18. Aside Include a clear CTA (Call to Action) on your blog.
  19. 19. Calls to Action - Download our white paper - Join us on Twitter, Facebook, YouTube - Ask us a question - Download our e-book - Sign up for our free Webinar - Request our toolkit - Sign up for our e-newsletter - Request a demo
  20. 20. Myth #5 Your blog will turn your company into a thought leader.
  21. 21. Fact Probably not. But it doesn’t matter if your blog is the pivot point for conversations about your brand.
  22. 22. Cont. Forget the word “blog.” The best corporate blogs are next-generation social Websites.
  23. 23. Required Reading Required Reading Blogs / Sites AllTop to find best blogs on every topic www.alltop.com Web Strategist blog by Jeremiah Owyang www.web-strategist.com/blog/ Subscribe to SmartBrief on Social Media (free e-newsletter) www.smartbrief.com/news/socialmedia Books FREE by Chris Anderson Linchpin by Seth Godin Trust Agents by Chris Brogan and Julien Smith The Corporate Blogging Book 2010 Updated e-book edition with new preface, new section on Twitter and updated resources throughout
  24. 24. Contact Debbie Weil Author | Speaker | Corporate Social Media Consultant Buy The Corporate Blogging Book 2010 Updated E-book Edition on Amazon Twitter: @debbieweil www.debbieweil.com mobile: 202.255.1467 debbie.weil@gmail.com