Philip Fierlinger Head of Design at Xero

philip@xero.com

XERO NEWSIS GOOD NEWS

DRURY.NET.NZFounder, CEO, entpreneur, rockstar blogger

COOL KIDS CLUBCan’t be web 2.0 without blog

GET TO KNOW USStart a relationship with customers

HOMEBREWFell into trap of the “technology stack”

CORPORATE PROPAGANDAIs it a blog if people can’t comment?

ANYTHING YOU SAY CAN AND WILL BE USED AGAINST YOUPre-IPO: market sensitive information is no-go

BEST TOOL FOR THE JOBEasy, powerful, flexible, well supported (like Xero)

BUILD AN AUDIENCEProviding insight on things that matter: Business, technology, design

ESTABLISH A VOICEConversational, personable, transparent

SUBJECT MATTER EXPERTSGetting the team to contribute (or be attributed)

SET THE PACEFind an angle Punchy headlinesShort & sharp copyEvocative photos & graphics

CONSTANT BALANCING ACT

QUANTITY VS QUALITYAim for daily updates, keep the interest, time important updates

EDITORIAL REVIEWVSANYTHING GOES Maintain high quality & stay “on brand” with different writers

OFFICIAL VS CASUALStart-up vs publicly listed company

BLOG VS <LATEST CRAZE>Newsletters, Forums, PR, TwitterThe medium is the message

GLOBAL VS REGIONALInternationalisation

GLOBAL VS REGIONALInternationalization

MEASURE OF SUCCESSCommentsStimulate feedback, comments sidebar

Inbound and internal trafficSEO

INFINITY AND BEYONDWordpress as CMSVideo pages, Multi-user

Wordpress as community platformComments, ratings

XERO IS HIRINGDESIGNERS &DEVELOPERSPhilip Fierlinger Head of Design at Xero

philip@xero.com