Beyond Blogs & Social NetworksDecember 1st, 2005

Effective Corporate Blogging Real World Success Stories

Kent LewisPresidentAnvil Media, Inc.

Key Success Elements

Research

Credibility

Accuracy

Perspective

Relevance

Liability

Maintenance

Promotion

Research

Industry BenchmarkingCompetitorsPublicationsPeers

FeedbackCustomersProspectsPartners

Internal AssessmentHuman resourcesTechnology infrastructure

Planning Questions

Strategy: branding, leads or ad revenue

Design: ownership or sponsorship

Voice: tone and personality

Editorial: in-house or outsource

Content: archived or external links

Platform: free or paid

Frequency: daily, weekly or ?

Blogroll: size and type

Comments: moderated or not

Credibility

CommitmentPublishingPromotionInternal support

AccuracyResearchEditing

PerspectiveVoice(s)Outside contributors

Content

IndustryNews Trends

CommentaryGuest opinionInterviews

AdvancedPodcastsSurveys Webcasts

Long-Term Investment

RelevanceObjectiveFeedback

LiabilityCorporate policyPolicing

MaintenanceEditorialTechnologyMarketing

Measurement

Blog MetricsUnique visitorsInbound linksSearch engine visibilityEmail & RSS feed subscribersComments, inquiries & recognition

Referral SourcesCorporate Web siteEmail newsletterIndustry sites & directories

Example: Anvil Media

Panelists

Alex Williams, One Media GroupJanet Johnson, MarquiChas Martin, BetterManagement.com