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This is the material from the PR Media Production Class, Session 5.
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blogging 101how it works & how to make it work
democratization
publishing & marketing through self-publishing (blogging) and self-marketing (social media)
everyone is a publisher
what’s blog?
weblog
early 2000 -- typepad, blogspot, blogger, wordpress, tumblr
bloggers
is not a journalist
but some are just as belieavable
don’t trust everything you read
recheck: source, author, affiliation, interest
what blogging is for
monitor conversation
participate in those conversations
cooperate with bloggers
shape conversations
benefits of blogging
Marcus Sheridan - Social Media Examiner
The power of team
benefits of blogging
Blogging sharpens your sword
Create 2-3 articles per week, and you will:
be forced to stay up to date with current news
learned to be a better teacher
have an answer to everything your customer ask
benefits of blogging
You become a trust agent
helpful content = trust
trust = leads
leads = sales
be a kindergarten teacher to your customers
benefits of blogging
The power of the blog comment
finding out passionate individuals
measure customers’ perception & understanding
how to get into blogging
read, read, read
try to gain: insight, understanding, netiquette
leave comments
create your own!
monitoring blogs
measure perception
leverage available tools: Technocrati, google blog search
analyze trends
comment on blogs
Participate in the conversation.
Let people know about your point of view.
Leave track of your own identity - blog, website, google profile
working with bloggers
“The technology is easy. If you provide people with the technology tools and there is excitement, then people will make it successful.” - Flynn, member of Obama socmed team
bloggers love interesting experience
new product
key people
cont
Tips on writing blog postA blog is a tool to make a company/brand more ‘human’, instead of just brick-and-mortar. Hence, be personal. Use pronouns to create a closer connection with your readers. It’s okay to use ‘you’, ‘me’, ‘us’.
Be authentic. Tell your story in your own way. No need to exaggerate it, just be honest.
Have a stand. Blog could be opinionated, that’s okay. Blog post is not a news article. Use it to amplify your corporate values, what you believe in and what you want to advocate for.
concept a compelling websitehow to build a rich but not ‘too much’ site
website = house
a great website is...
...an intersection of every other online initiative. in a cohesive and interesting way,
the content-rich website organizes the online personality of your organization to delight,
entertain, and - most important - inform each of your buyers.
focus on content
what do you want to say?
what’s your story?
what do you want people to know?
who are you talking to?
alternative of content
product / services
team
distinctive value proposition
contact
portfolio
career
blog
campaign
promotion
link to other channels
RSS-feed / mail subscription
tips
useful info
success story
examples of sitemap
developing a sitemap
what content do you want to include?
what content do you want to focus on?
think about what customers want to know
think about how customers will find information easily