paul fabretti blogging presentation 11th april 2008
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What we are covering today
1. What is a Corporate Blog - Paul Fabretti, Client Services Manager, KMP
2. Identifying and monitoring the Blogosphere - Mark Rogers, CEO, Market Sentinel
3. Blogging and SEO - Chris Bland, Senior Account manager, Greenlight
Types of Business blogs
Types of Business blogs
Customer Service blog
Types of Business blogs
Customer Service blog
Viral blog
Types of Business blogs
Customer Service blog
Viral blog
Event blog
Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog
Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog
Thought leadership blog
Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog
Thought leadership blog
PR Blog
Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog
Thought leadership blog
PR Blog
Brand Champion blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
The Structure of a Corporate blog
What IS the blogosphere?
It is everyday people like YOU and ME
It is everyday people like YOU and ME
It is everyday people like YOU and ME
It is everyday people like YOU and ME
It is everyday people like YOU and ME
Why has blogging attracted so much attention?
Why has blogging attracted so much attention?
SCALE
Headline Text
Body Text
Headline Text
Body Text Over 105 million blogs being
tracked
Headline Text
Body Text Over 105 million blogs being
tracked
120,000 new blogs being
created daily
Headline Text
Body Text Over 105 million blogs being
tracked
30-75 million blogs took just
320 days
120,000 new blogs being
created daily
Why is it so powerful?
Why is it so powerful?
SPEED
Why is it so powerful?
Why is speed so important?
Why has blogging attracted so much attention?
IMPACT
Headline Text
Body Text
Headline Text
Body Text 1/5th of all linked-to content
is a blog
Headline Text
Body Text 1/5th of all linked-to content
is a blog
35% of all blog posts contain at least 1 tag
Headline Text
Body Text 1/5th of all linked-to content
is a blog
1.5m people visited blogs for news on
the Iraq consitutional
vote
35% of all blog posts contain at least 1 tag
Jeff Jarvis vs Dell
Jeff Jarvis vs Dell
Jeff Jarvis vs Dell
Jeff Jarvis vs Dell
Jeff Jarvis vs Dell
Jeff Jarvis vs Dell
General Motors - Fast Lane Blog
General Motors - Cadillac Drivers’ Log
General Motors - FYI Blog
Types of Business blogs
Types of Business blogs
Customer Service blog
Types of Business blogs
Customer Service blog
Viral blog
Types of Business blogs
Customer Service blog
Viral blog
Event blog
Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog
Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog
Thought leadership blog
Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog
Thought leadership blog
PR Blog
Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog
Thought leadership blog
PR Blog
Brand Champion blog
Build communities around your business
Build communities around your business
Integration into a wider campaign
Integration into a wider campaign
Publicise/Promote/Blog about events
Internetworld website Internetworld blog
Publicise/Promote/Blog about events
An accompaniment to e-commerce
Demonstrate thought leadership
Savile Row Tailor Sheet Metal Company
Engage with brand champions
Crisis Management
McDonalds Beef Hoax Delta Airlines Security Complaints
How to Promote your business blog
How to Promote your business blog
Social Bookmarking
How to Promote your business blog
Social Bookmarking
Blog and RSS feed directories
How to Promote your business blog
Social Bookmarking
Blog and RSS feed directoriesPinging
How to Promote your business blog
Claim your blog with Technorati
How to Promote your business blog
Claim your blog with Technorati
Post with Tags
How to Promote your business blog
Claim your blog with Technorati
Post with Tags
How to Promote your business blog
Comment and trackback
Platforms
Summary
Summary
What is a business blog
Summary
What is a business blog
The structure of a business blog
Summary
What is a business blog
The structure of a business blog
Why blogs are so influential
Summary
What is a business blog
The structure of a business blog
Why blogs are so influential
8 ways you can use a blog
Summary
What is a business blog
The structure of a business blog
Why blogs are so influential
8 ways you can use a blog
How to promote your blog
Summary
What is a business blog
The structure of a business blog
Why blogs are so influential
8 ways you can use a blog
How to promote your blog
Blog platforms
By 2010, 70% of the content of the web will be user generated
IDC/EMC Survey March 2007
Business Blogging: Most common fears
Business Blogging: Most common fears
Business Blogging: Most common fears
Business Blogging: Most common fears
Business Blogging: Most common fears
Corporate Blog Development
Corporate Blog Development
Increased hyperlinking
Corporate Blog Development
Increased hyperlinking
Most commented
Corporate Blog Development
Increased hyperlinking
Brands as catalogue covers
Most commented
Corporate Blog Development
Increased hyperlinking
Brands as catalogue covers
Most commented
Interactive flickr badge
Omnipresent internet access keeps us permanently “switched on”, allowing businesses to broadcast to us in “real-time” - and us to them.
3. Always-on consumers
Corporate Blogging: Fears
Fear Solution
Time Define clear roles and responsibilities and expectation.
Legal Liability Create Business Blogging Guidelines. Distribute to to employees.
Employees wasting time Create Business Blogging Guidelines. Distribute to to employees.
The blogosphere Spend time in the blogosphere to understand etiquette.
Negative comments Embrace them. Use them to win detractors round.
What to write Understand the who, what and where. Tailor content accordingly and create a content strategy, tone of voice and style.
Lack of ROI Define objectives (inbound links, PR, Technorati ranking, UV)
Losing control of brand You have a blog, this is your chance to respond and manage the buzz
Technical Aspects All blogging software is easy to master*
1: Tech start-ups looking for feedback
Web startups blogged about progress and received feedback. Larger tech firms then recognised the opportunity to engage with developers.
The Corporate Blogosphere
The Corporate Blogoshpere
The Corporate Blogoshpere
Top 18 Questions about Business Blogging
What IS Business Blogging? What IS the blogosphere?Why has blogging attracted so much attention?
How is a blog different from a website? How do I get started? What makes a good business blog?
What are the legal risks?What do I do if my employees are already blogging?
How long does it take to blog?
How can I alleviate my fears? What resources do I need?
Who should blog in my company?
How can I convince my boss we should blog?
What technical knowledge do I need?
What blogging platforms are there?
What is the best writing style?
Who else uses a business blogs?
The Corporate Blogoshpere: Internal Blogs
RSS - Allows the easy consumption of company news without the need for email
The Corporate Blogoshpere: Internal Blogs
Projects - provide ongoing/historical record of project progress and allow greater, more open feedback opportunities
RSS - Allows the easy consumption of company news without the need for email
The Corporate Blogoshpere: Internal Blogs
Projects - provide ongoing/historical record of project progress and allow greater, more open feedback opportunities
RSS - Allows the easy consumption of company news without the need for email
News - employees can post industry/competitor news they have seen
The Corporate Blogoshpere: Internal Blogs
Projects - provide ongoing/historical record of project progress and allow greater, more open feedback opportunities
RSS - Allows the easy consumption of company news without the need for email
News - employees can post industry/competitor news they have seen
CEO/MD Blog - brings senior management closer and more accessible to all employees
The Corporate Blogosphere: Internal Blogs
The Corporate Blogosphere: Internal Blogs
The Corporate Blogosphere: Internal Blogs
The Corporate Blogosphere: Internal Blogs
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