romexpo 2005
DESCRIPTION
One of my first speaking appearances in Romania. 3 talks on the basics of blogging, put in one deck for historical purposes.TRANSCRIPT
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All About Bloggingthe basics and the essentials
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In the Beginningan introduction to blogging in just 5 minutes
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Blogging Is• Publishing platform
• Set of technologies
• Community
• New style of communication
• Direct communication (no middle-men, no control)
• Social group (customs, rules & expectations)
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Blogging Isn’t (Top 13 Lies)1. Blogging is just a fad2. It is just a PR channel3. I can't blog because I
can't write4. I don't have time to blog5. Blogs are a great
marketing gimmick, so I should catch the buzz wave and start one
6. Negative comments will harm your brand
7. Only the CEO should blog (open is open)
8. Competitors will steal your ideas
9. Blogs are purely an external exercise
10.Blogs give up too much knowledge to competitors
11.Readers might find out your products suck
12.Too many people are already blogging; you can't cut through the noise
13.There is no quantifiable ROI
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Why Blogging is Important• Improved communication (email is
dead)• The ability to listen (and respond,
when appropriate)• A new type of medium (less
constraints, more “real voice”)• Easy consumer & market research
(the tools need improving, but what is there is better than anything most businesses have ever had)
• A “conversation”
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5 Keys to Blogging Successif you only hear 5 (ish) minutes of this talk, hear this
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The 5 Keys• Listen first
• Blog with a purpose
• Blog with passion
• Keep listening
• Be “real”
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Listening: The Secret Weapon of Bloggers Everywhere
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Strategy: Go Deep or Go Home
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Passion: The Catalyst for Honesty
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Listen Without Falling Asleep
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Reality: Love It or Hate It
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The Power of Positive Experiences
create an experience, transform your business
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The Power of a Negative Experience
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The Power of a Positive Experience
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The Ladder to Customer Evangelists
• Saboteurs
• Reluctant consumers
• Regular customers
• Engaged participants
• Evangelists
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The Truth About Brandsin your wallet or in your belly?
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Is This a Brand?
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Old Brands vs New BrandsOLD BRANDS •Image•Position•Transmitting•Business•Packaging•Hype•Board Room•Mainstream Media
NEW BRANDS•Experience•Passion•Engaging•Community•Conversation•Opinion•Living Room•Blogs
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Closing Thoughts use the force, but use it wisely
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Blogging Strategydo it right or don’t do it at all
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Blogs & The Marketing Mixblogs are a part of, not separate from your marketing
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What Are Blogs?• Frequently-updated Web page
• Unique voice
• Highly-networked social phenomenon
• Informal conversation between the blogger and readers
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Myths About Blogs• Blogging is easy (be ready to work)
• I can start a blog in 5 minutes
• I’ll just post our press releases
• Nobody that matters reads blog
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Before Bloggers
Companies
Consumers Media
Marketing Media Relations
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After Bloggers
Companies
Consumers Media
Marketing Media Relations
Bloggers
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3 Parables of Bloggingsolid examples of blogging strategy
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Parable #1: English Cut
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Lesson #1
Blogs Level the Playing Field
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Parable #2: Zip.ca
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Google Results for Zip.ca
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Boris’s Blog
Feels Like a Scam
Zip.ca: Worst Customer
Service Award
Lost DVDs Again!
"ZIP" as in "zero" service
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Lesson #2
Be Aware of, And Participate In, Blogs
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Parable #3: Union Square Ventures
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Lesson #3
Create Awareness With Your Customers
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Your Blogging Strategykey choices for success
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Key Decisions• Will You Blog?
• Will You Respond to Blogs?
• What Type of Blog to Have?
• Will You Allow Comments On Your Blog?
• Will You Track Blogs?
• How Do Service Issues Get Routed?
• What to Do With Negative Comments?
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Will You Blog?The Value In Blogging•Communicate challenges•Handle issues effectively•Hear directly about complaints•Talk with your customers
The Alternatives•Track blogs to find feedback•Measure the impact of your message using blogs•Sponsor an industry blog to create awareness•Create resource blogs for your customers
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What Type of Blog to Have?• Executive Blog
• Corporate Blog
• Educational Blog
• Community Blog
• Industry Blog
• … and more!
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Will You Track Blogs?• 50 million of your customers are
blogging their experiences
• Simple / free services (Technorati, OpinMind, BlogPulse) through to more comprehensive / expensive ones
• Vast amount of consumer research available (Intelliseek, Buzzmetrics, Measures of Success)
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What to Do With Negative Comments?
• Opportunity to create a positive experience
• Gain feedback on where processes or training may have failed
• Gain insight into how specific airports or partners perform
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Dealing With Negative Comments
feedback is golden
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Negative Comments• Whether on your blog or someone
else’s
• Opportunity to create a positive experience
• Opportunity to fix internal issues
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When Responding to Negative Comemnts
• Find the underlying issue
• Acknowledge the problem
• Admit where you were wrong
• Ask to talk directly to the person (email or phone)
• Solve the issue (voucher, for example)
• Fix the cause
• Create a truly positive experience
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A Story of Two Car CompaniesChrysler•Wanted to help•Didn’t admit the issue•Sent customer away
GM•Admitted issue•Paid repair costs•Fixed underlying issue•Featured customer in dealership magazine
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Closing; Blogging is a Toolmake sure it fits your business needs
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Success By Any Other Namesolid tips and discussion for achieving success
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How to Start Bloggingthe first step in blogging is not to blog
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How to Start Blogging• Don’t start blogging
• Read other blogs (1 week)
• Comment on other blogs (2 weeks)
• Start your own private blog (2 weeks)
• Link to other bloggers (2 weeks)
• Tell friends (2 weeks)
• Dance in celebration (1 minute)
• Keep learning how to blog (forever)
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Blogging Servicesget up and running fast
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The Services• Blogger
• TypePad
• Wordpress.com
• Yahoo! 360
• Blogware
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Strengths• Ease of setup
• Decent customization
• Take care of the foundational stuff
• Handle “pain” areas (comment spam)
• Let you just write
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Weaknesses• Lack of customization
• You don’t own the content
• Pain of exporting data
• Losing subscribers and readers if you move
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More Info• Email me at [email protected] to
get a free chapter of my next book, dedicated just to evaluating the blogging services.
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Blogging Platformsmore control, with more work
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Self-Hosting Your Blog• Total control of design, domain, etc.
• Better stats
• Ability to customize software with plugins / extensions
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Platforms of Choice• Operating System limits choices• Linux: Wordpress, MovableType• Windows: .Text, Community Server
• Wordpress: Huge community, easy setup, great extensions
• MovableType: Limited license, decent extensions, difficult setup
• .Text / Community Server: Difficult setup, great extensions, great community
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Gaining Trafficthe pride and joy of every blogger
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Tips for Increasing Your Traffic• Use attractive titles
• Let users subscribe (RSS & email)
• Link to the source, and to others in the conversation
• Bring back old content (Related Posts, Best Of, etc)
• Use search engines to your benefit
• Put your blog address everywhere (business cards, email signature, etc)
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Comment Spamthe biggest pain in the blogosphere
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How to Deal with Comment Spam• About Comment Spam
• Anti-Spam tools (Akismet, Spam Karma, Blacklists, CAPTCHA)
• Closing old posts
• No-Follow
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Search Engine Tipsno work, lots of benefit
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Tips for Increasing Your Search Rank
•Permalinks (/year/month/postname)•Page Titles (Post Title | Blog Name)•Use Tags•Related Posts•Landing Pages•Google Sitemaps•Ping, ping, ping! (pingomatic.com)•Get backlinks
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Thank You & Good Luck!