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This slide deck was presented at the recent SocialHRCamp. The session and deck addresses the following: What is a blog? What is the business value of blogging? How to blog. What should you blog about? How to drive employee engagement in the blogging effort.
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Who am I? socialmediapearls.com
The session will address the following
questions:
1. What is a blog?
2. What is the business value of blogging?
3. How to blog.
4. What should you blog about?
5. How to drive employee engagement in the
blogging effort.
1
What is a blog?
A blog is an
Brand History
1800-60s
1860-20s
1920-80s
1980-90s
2000
Today
Something we buy
Something we trust
Something we want
Something we prefer
Something we love
Something we participate
Trademark
Brandmark
Mass Market
Post Mass Market
Lovebrand
Wikibrand
Brand ownership
Brand Quality
Brand Association
Brand Superiority
Brand Inspiration
Brand Interaction
Wikibrands, Sean Moffit
“I just don’t like the way they carry themselves”
1994
Logging on the web [Justin Hall]
The term “weblog’ created
1997
Weblog shortened to blog
1998
First weblog [news site]
Blogger rolls out blogging platform
2001
Wordpress blogging platform created
Political blogs
emerge
How To Blogs
emerge
2003
Google introduces Adsense [matching ads to blog
content]
2004
“Blog’ becomes the word of the year
First Vlog [Video
blogging]
First Podcast [Audio
blogging]
2005
The Huffington Post is
launched
32 million North
Americans are reading
blogs
YouTube created
2006
The Huffington
post becomes the 4th most linked blog
50 million blogs on the web
Twitter is created and
introduces mircrb-logging
2007
Tumblr is launched
and augments micro-
blogging
2013
160+ million blogs
3+ million blog posts per day
Blogging Timeline
weblog ~ free platforms ~ ecommerce ~ diversification ~ social sharing
BLOGS
Softer sale
Insight focus
Personality driven
RSS distribution
Conversation
Editorial
WEBSITES
Hard sale
Sales oriented
Company driven
Requires visits
No conversation
Static
10
Sites with blogs generate
more leads, more visitors
Purpose
2
What is the value?
• 81% consumers trust advice and information from blogs.
• 70% of consumers learn about a company through articles
Interesting content is one of the top 3 reasons people follow brands on social media.
Feel more positive about a company ~ a blog makes
B2B & B2C companies who blog, generate 67-88% more leads than those who do not.
61% of U.S. online consumers have made a purchase based on recommendations from a blog.
57% of companies with a blog have acquired
a customer from their blog.
17
Observer Customer/supporter
endorser
Evangelist
Build Relationships that Moves People Externally
18
Doing time supporter
endorser
Evangelist
Build Relationships that Moves People Internally
3
How do you blog?
From Debunking Corporate Blogging. How Corporations
Should Blog A-Z
WilliamPearl on
Slideshare.net
The importance storytelling
juststoryit: Karen Dietz Built strong brand online presence via curation on Scoopit. Top influencer storytelling for business
4
What should you blog about?
Blogging Topics: A to Z
§ Annual objectives
§ Bars [Genius, People, Enablers}
§ Birthdays
§ Conference reviews
§ Did you know
§ Expertise showcase
§ Fundraising cause
§ Global cultural experiences
§ Holidays
§ Ideas, In the news
§ Jobs
§ Knowledge share
§ Learnings
§ Mentorship
§ New launches
§ Open Mic
§ Projects
§ Questions
§ Recognition
§ Social, Suggestions
§ Thought-leadership
§ Utilities- new productivity apps
§ Videos
§ Wins, Watercooler
§ Xfunctional achievements
§ Yesteryear
§ Zen and balance
5
How to drive employee engagement?
The importance of questions
thesaleslion: Marcus Sheridan Turned business around in 2009 blogging Top influencer blogging, content marketing, content creation, speaker
Engagement
your audience is responsive and showing a lot of participation to your content
How can we make it
engaging?
Online Engagement Indicators include:
• The number of comments
• The number of shares
• Increased subscriptions
• Increased "favorites
• Increased links
• Endorsements and mentions
• The number of views
Tips for Engagement
1. Have Engaging Values
2. Have Quality Content
3. Consider a Call to Action
4. Ask Questions
5. Be Human
6. Be Responsive
7. Be Courteous
8. Don’t forget to Monitor.
9. Use Pictures
10. Be Succinct
11. Have Fun
12. Have great headlines
13. Success Stories
14. How To Tips
15. Polls
16. Gaming
17. Giveaways
18. Consider Ambassadors
19. Integrate activity
20. “Controversial items”
Blog Examples
Topic Focus
- Life at the organization - Career tips
- University relations
A portfolio of blogs
• Many departments involved
• Global
Build An
Our World
Questions?
Thank you [email protected]
Image credits: Flickr Mike McKay
Jes Vic
Cambodia4kids Tim Parkinson
Darren Tunnicliff