blogging for business
DESCRIPTION
How to create a corporate blog that engages and informs employees and the media.It is extremely challenging to create a company blog that interests and entertains, while it also informs and delivers a corporate message. Who will blog? Who has the time? How much will it cost to run? But building and maintaining a stellar corporate blog can be done.Marcus Nelson, director of social media at salesforce.com, will reveal the secrets of writing different and engaging content for your company blog.In this session, you'll learn how to:• Master the don'ts and do's of corporate blogging• Create a team of enthusiastic bloggers• Make your corporate blog more social• Generate fun and creative content• Master pro tips: Post length, keywords, media, etc.• Keep it interesting: Do NOT over-market your companyTRANSCRIPT
Blogging for BusinessCreate a corporate blog that engages & informs employees & media
@marcusnelson #raganSocMed
@marcusnelson #raganSocMed
O hai.
@marcusnelsonDirector of Social MediaSalesforce.com
@marcusnelson #raganSocMed
In this session, you'll learn how to:
1) Master the do’s and don'ts of corporate blogging
2) Create a team of enthusiastic bloggers
3) Make your corporate blog more social
4) Generate fun and creative content
5) Master pro tips: post length, keywords, media, etc.
6) Keep it interesting: Do NOT over-market your company
@marcusnelson #raganSocMed
@marcusnelson #raganSocMed
Before we begin...
@marcusnelson #raganSocMed
Read this. Remember this. Tweet this.
If #Content is King,#Marketing is Queen,and your Blog is the Castle. #raganSocMed
@marcusnelson #raganSocMed
Your blog should be the....
Single Voice of Authority
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So...
http://hyperboleandahalf.blogspot.com/2010/06/this-is-why-ill-never-be-adult.html
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The do’s and don'ts of corporate blogging
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Do
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Ask your team lots of questions
1) What are you not doing now that you wish you were doing?
2) What messages does your team wish customers & prospects knew about your business?
3) What value could be placed on insuring customers & prospects know this information?
4) Who will have ownership over the blog(s)?
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Blog BlogCategory CategoryCategory CategoryCategory CategoryBlog Category
PRODUCT BLOGS
COMMUNITY STRATEGY & INDUSTRY
Blog
COMPANY
Create a blog hierarchy
Category CategoryCategory Category Category Category Category
Blog.salesforce.com/product is our primary blog. It’s easier to maintain one big blog then many ghost towns. If a product gets big enough to have it’s own blog we’ll write a daily or weekly digest highlighting posts that appeared across the blog network.
Thought leadership content designed to extend beyond Salesforce customers
Happenings, heros, and events from around the salesforce.com community
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Create Executive buy-in for the Blog
1) Create a V2MOM for your executives:• Vision for the blog(s)• Values for making the investment• Methods by which you will execute the plan• Obstacles you anticipate encountering• Metrics by which you will measure success
2) Put a Content Calendar in place and make it someone’s job to enforce it -- a copy editor wouldn’t hurt either
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@marcusnelson #raganSocMed
Have clear, achievable & agreeable metrics
Video Views Subscribers Posts & Comments
Engagement Coverage Sentiment Share of
Conversation
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Define what success looks like
Search
Soda
CRM
What Does Share of Conversation Mean?
The degree to which a brand is associated with the problem or need it is setting out to help with
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Our Success Metrics
Share of Voice
# of MVPs
Awards Won
Engagement Coverage
Video Views
Subscribers
Posts & Comments
Facebook Engagement
Score
Sentiment
# of Employees Trained
# of Influencers Engaged
Audit Score
Downloads
Attendees
Quality of Engagement
Share of Conversation
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How does this translate into what you do?
Website Campaigns Content Creation
Influencer Army Sales EnablementEvents
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Don’t
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Do not...
1) Do not fight to have a blog. Have valuable reasons, use metrics, reference competitors, and use common sense.
2) Do not blog for blog sake. Blogging is creating content for your social endeavors to spark sharing & conversations.
3) Do not get started before you have buy-in from everyone involved. You’ll cause more friction for yourself later if you don’t be patient.
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Oh, and don’t just blog about your company stuff
Remember80/20 Rule:
80% about tips, tricks, and helpful or entertaining info - use only 20% to talk about
your products
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Don’t NOT reply to reader comments
You started the conversation, don’t leave it.
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Create a team of enthusiastic bloggers
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@marcusnelson #raganSocMed
VideoOnce a Quarter
V
EmailTwo Touch Rule
BlogsEvery Two Weeks**
B
FacebookEvery Two Weeks
F
TwitterDaily or Hourly
T
EngagingDaily or Hourly
E
WebsitePersistent
W ENE
Set achievable expectations for publishing schedule
Could be more often, especially if we can get PMs engaged
Could also be eBooks, good infographics, or Facebook apps
Command Center will help, but we need subject matter experts
Cadence based on a focus on great content & channel conflict
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3CreateContent and add to Content Calendar
1Publisher Reviews, Flips It to Editorial Review2
Editor Reviews, Flips It to Ready to Publish
On Publish Date, Publisher Flips the Content Live4
Week Later, Content is Reviewed to Measure Success
5Notes are Available in the App and Ratings Appear on Dashboards
6
Put a process around how content gets published
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Purchase or create tracking apps & dashboards The Content Calendar Social Media Dashboards
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Message your success to Executives & Coworkers
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Make your corporate blog more social
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Make is easy...
to share
see who wrote the article
to follow
oh, and lots of photos helps :)
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Embed all of your media into the blog
Dreamforce Announcement on Blog
InfographicsPhotos
Presentations
Videos
eBooks
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Post via social everything that hits your blog
Dreamforce Announcement on Blog
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Example of our digital marketing from Dreamforce
Dreamforce on Blog
Facebook Ads
Tweets
Email Drops
Website
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Website IntegrationSubscribing
Sharing
EmbeddingYouTube
Slideshare
Blog Feed
Twitter Feed
LinkedIn Recommendations
Facebook Widget
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Generate fun and creative content
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Operation Guillaume
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Kissmetrics creates infographic catalogue
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Get Satisfaction Valentine’s “Love Your Customer Awards”
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Pro tips: post length, keywords, media, etc.
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Pick a platform
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Keep it brief
Keep posts less than 500 wordspeople have short attention sp...
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Seriously
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List 25 SEO keywords for each blog
Instruct writers how to sprinkle
keywords in
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2,900 video views a day =
a) average video view is 2 minutesb) average hyper-efficient rep pitches 8 hours a day, no breaks
Assumptions
Hyper-efficient Reps77
Success of video
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Keep it interesting: Do NOT over-market your company
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Content Grid
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eBooks and Infographics
Example: 42k Views, 155 Favs, 104 Embeds, 357 Likes...
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Top Salesforce videos to date
At the end of the day...
One more thing...
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1) Reinforces shared views & social bonds.
2) Need to proselytize or desire to connect.
3) Calm themselves or reduce uncertainty.
4) Emotional, positive, interesting, anger-inducing, or sad most likely to be shared.
5) Bolsters own sense of self.
source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
Let’s talk about why people share?
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@marcusnelson #raganSocMed
At the end of the day...
Broadcasting is self-focused
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So content is still king
You have to start with amazing content.
@marcusnelson #raganSocMed
So content is still king
You have to start with amazing content.
@marcusnelson #raganSocMed
Thank You@marcusnelson