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They might surprise you.
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5 Key Myths of Corporate Blogging
The Conference Board May 21, 2010
Debbie Weil Author | Corporate Social Media Consultant www.debbieweil.com [email protected] mobile: 202.255.1467
Myth #1
Corporate blogs are out. Twitter and Facebook are in.
Fact
No! A corporate blog is your home base. You own and control the content.
Aside
Jason Calacanis, founder of Weblogs, Inc., is deleting his Facebook account because of privacy concerns.
or Start With Social Media Mindset Southwest Airlines’ blog lives on a social media hub
www.blogsouthwest.com
Over 1M followers on Twitter @SouthwestAir
Blog
Southwest Air CEO Gary Kelly on LinkedIn
Myth #2
You shouldn’t sell on a corporate blog.
Fact
Nonsense. Your blog should be designed so it’s easy to click back to your main site and buy.
Bill Marriott’s blog drives millions of dollars in
bookings via click thrus to Marriott.com
Myth #3
You have to produce brilliant, provocative content for your corporate blog.
Fact
Up to 80% of the traffic to corporate blogs is first-time visitors.*
*Compendium study http://yhoo.it/9NMiPP
Your blog may NOT be building a loyal community of readers
Fact
No one reads all the words online. Be brief. Be useful to first-time and repeat visitors.
Were you fooled?
It’s (Always) the Content 7 secrets of effective blogging
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
Myth #4
Measure success by the number of RSS or email subscribers to your blog.
Fact
Those are the wrong metrics. Set measurable communications and business objectives.
Business objectives for a corporate blog
• Increase awareness of your brand or agency • Increase positive / decrease negative mentions • Improve customer service • Drive traffic to a specific site for sales or downloads • Create platform for 24X7 crisis communications • Collect feedback from stakeholders • Internally: improve knowledge management • Innovate through collaboration and crowdsourcing • Platform for thought leadership by senior managers
Proof Point: Dell’s social media efforts resulted in negative online sentiment declining from 48% to 23% from August
2006 to mid-2008, according to Dell’s
Richard Binhammer (Senior Mgr, Corporate
Comms)
http://bit.ly/c8KMgM
Aside
Include a clear CTA (Call to Action) on your blog.
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
Myth #5
Your blog will turn your company into a thought leader.
Fact
Probably not. But it doesn’t matter if your blog is the pivot point for conversations about your brand.
Cont.
Forget the word “blog.” The best corporate blogs are next-generation social Websites.
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
Required Reading
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