BLOGGING FOR EXECUTIVES

THE STRATEGIC EDGE

Jim Estill, CEOSYNNEX Canada Limited

BLOGS Who has one? Who can define them? Why you need to know about them.

THE BLOG AS A LEADERSHIP TOOL It will get read by your staff It helps personalize you It adds to your influence

WHY WILL A BLOG ENGAGE YOUR STAFF It humanizes you It is 2 way It is a soft communication

INCREASING COMMUNICATIONS Blogs are one part of a communications

strategy. Blogs are good for laying out strategy

and vision

To dispel mystery To share opinion To keep in touch with:

StaffVendorsCustomers

Why I Started Blogging

WHAT I ACTUALLY GOT A media Influence over suppliers, customers and

my industry Staff influence Increased profile including traditional

press Articles republished hundreds of times

WHY YOU SHOULD BLOG PR/IR You will own a press and have total

editorial control Measurable results – no – it is like PR Good search engine placement

WHY NOT BLOG? It takes 2 hours per week It requires commitment and thought If you do not like to write

BLOGS ARE… Interactive – use links 2-way

BLOGS ARE NOT… Technical Perfection Static

TRAPS TO AVOID I avoid Politics, Religion Do not be Fake Ghost written Blogs are dangerous.

DECIDE AN ANGLE What is your niche? Time Leadership – personal

development, time management, leadership

Efficiency – how to blog quickly CEO Blog

BLOGS EXPECT Some personal (reality TV) Some fact/advice/opinion Interesting – eg. humor, information of

value

PUBLIC COMPANY Lawyers hate BLOGGERS I focus on me, not specifics No politics for me

EFFICIENT BLOGGING Have a few “in the can” Use other people’s material Guest bloggers How to write an article in 20 minutes Book reports

EFFICIENT BLOGGING Re-use your past material including your

blog material. Post by email Keep posts short (400-500 words) or

even a paragraph.

BUILDING TRAFFIC Off-line – mailings, seminars, press, etc Comment/link to others sites Reciprocate links Articles (including offline) Technorati tags Blog exchanges Bookmarks

BUILDING TRAFFIC Ranking is all about quality links PageRank 6 PageRank is a mysterious art SEO

RSS FEEDS Offer to subscribe People get your blog emailed to them

MY TRAFFIC 25% staff 50% suppliers/customers/industry 15% personal development/bloggers 10% friends/contacts

8 WAYS TO BE A GREAT BLOG COACH 1 – handle all the details – design, RSS,

Stat Counters, registering with Technorati, etc.

Possibly publish comments

2 - CONTENT IDEAS It is a challenge to come up with new

content Send articles/links/ideas

3 - HOTLINKS Build them

4 – EDIT/SPELL-CHECK But do not slow it down. Not perfect is good.

5 – GUEST BLOGGER Line them up

6 - COACH Even a CEO needs to be kept real Kept on topic Offer value Tact is key

7 – KEEP SAFE Careful of being too safe But Legal is real

8 - ARCHIVE Keep a paper archive

Visit my CEO Blog

www.jimestill.com