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PRESENTED BY: KATE BRODOCKFOUNDER & PRINCIPAL
OTHER SIDE GROUP
Corporate Blogging: When, Why and How
Agenda
Notes A few items before we start
Strategy Getting to the “Why”
Why Uses of blogs in the corporate setting
When When is a good time to start a blog
How Getting started
More Resources for further information
Contact For clarification and further questions
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NOTES
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What I’m Technologies or Technicalities
Not Going to Blog Promotion
Talk About PR/Blogger Outreach
In-depth SEO concepts
B2C vs B2C Look for the B2B logo (below) for those concepts particularly helpful for B2B
STRATEGY
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Strategy is Important to Success!
1.Set Goals2.Align with existing Marketing/Business strategy 3.Align with any current social media programs in place4.Determine Metrics5.Set Expectations (Realistic Ones)6.Monitor Progress
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For further description on graphic, please visit David Armano’s blog here.
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Key Concepts of Social Media• Conversation• Participation• Brand Personality• Customer Engagement• Content Management• Thought Leadership• Listening• Influence/Reach• Community
For further description on graphic, please visit Valoria Maltoni’s blog.
WHY
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Why Blog?
1.Provide Information2.Receive Feedback3.Engage in a conversation4.Distribute Content and resources5.Thought Leadership6.Increase SEO Options7.Provide Channel to update audience
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Why NOT to Blog?
1.Someone told you had to2.Your resources are Limited3.You’re looking for short-term results4.You want a place to broadcast5.You don’t have backing
WHEN
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When to start:
• Determine your strategy & goals• Get buy in• Formulate a content plan• Resource allocation• Assign maintenance• Educate yourself
HOW
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A FEW TECHNICAL ISSUES TO THINK ABOUT
Website/Server capabilitiesSEO Maximization
Metrics/Analytics ToolsRegister your Blog
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A FEW LARGE PICTURE ITEMS
Create Value!Organization
Allow for interactionBrand personality
Resource allocationFrequency of posting
Offer ways to share your content
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A FEW THINGS THAT WORK
Providing industry informationStorytelling
Making a claim/promiseCall to Action
InterviewsResponse to industryConference Coverage
Response to company coverage
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A FEW ENHANCEMENT OPTIONS
PollsPictures, Stats, Graphs
Audio, Video, or Rich MediaBlogroll
Brand personalityResource allocation
Frequency of postingRSS Feed Option
Offer ways to share your contentEmail option
Link outSearch field
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A FEW THINGS NOT TO DO
BroadcastPost infrequently
Prevent interactionCensure interaction
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“This is the blog of Kinaxis™, developers of the RapidResponse on-demand service that empowers multi-enterprise manufacturers with integrated and collaborative demand-supply planning, monitoring, and response capabilities.”
Purpose of Blog
Date
Authors
Content
About Page
MORE
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Articles/Blog posts
Chris Brogan’s Blog – General blogging tips as well as a good blogging example
The Many Challenges of Corporate Blogging – Jeremiah Owyang, 29 May 2008
Practical Guide to Starting a Corporate Blog – Social Media Explorer, 11 April 2008
A Guide to Corporate Blogging – ProBlogger, 15 October 2008
Corporate Blogging: How the Pros do it – Scott Monty, 12 March 2008
5 Reasons Corporate Blogs Fail – Lee Odden, 30 May 2008
15 Companies that really Get Blogging – SitePoint, 8 August 2008
Turn your Blog into a Personal Magazine – Twist Image, 1 November 2008
How to Get Media Coverage for your Blog – ProBlogger, 7 November 2008
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Things to Check out
Google Analytics (Metrics)
Feedburner (Metrics)
TechnoratiGoogle Alerts Digg (blog promotion)
StumbleUpon (blog promotion)
CONTACT
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Kate Brodock, Founder & Principal(e) [email protected](t) @just_kate
The Other Side Group(w) www.othersidegroup.com
(b) www.othersidegroup.com/adcomments
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