Download - Blogging
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