5 key myths of corporate blogging
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They might surprise you.TRANSCRIPT
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5 Key Myths of Corporate Blogging
The Conference Board May 21, 2010
Debbie Weil Author | Corporate Social Media Consultant www.debbieweil.com [email protected] mobile: 202.255.1467
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Myth #1
Corporate blogs are out. Twitter and Facebook are in.
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Fact
No! A corporate blog is your home base. You own and control the content.
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Aside
Jason Calacanis, founder of Weblogs, Inc., is deleting his Facebook account because of privacy concerns.
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or Start With Social Media Mindset Southwest Airlines’ blog lives on a social media hub
www.blogsouthwest.com
Over 1M followers on Twitter @SouthwestAir
Blog
Southwest Air CEO Gary Kelly on LinkedIn
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Myth #2
You shouldn’t sell on a corporate blog.
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Fact
Nonsense. Your blog should be designed so it’s easy to click back to your main site and buy.
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Bill Marriott’s blog drives millions of dollars in
bookings via click thrus to Marriott.com
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Myth #3
You have to produce brilliant, provocative content for your corporate blog.
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Fact
Up to 80% of the traffic to corporate blogs is first-time visitors.*
*Compendium study http://yhoo.it/9NMiPP
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Your blog may NOT be building a loyal community of readers
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Fact
No one reads all the words online. Be brief. Be useful to first-time and repeat visitors.
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Were you fooled?
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It’s (Always) the Content 7 secrets of effective blogging
1. Choose a topic that relates to what your stakeholders are interested in
2. Find a conversational voice you’re comfortable with 3. Use self-deprecating humor 4. Embed videos 5. Package your content - 10 Tips, 5 Rules, 7 Mistakes 6. Always, always link 7. Publish consistently
From Chapter 7 of The Corporate Blogging Book
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Myth #4
Measure success by the number of RSS or email subscribers to your blog.
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Fact
Those are the wrong metrics. Set measurable communications and business objectives.
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Business objectives for a corporate blog
• Increase awareness of your brand or agency • Increase positive / decrease negative mentions • Improve customer service • Drive traffic to a specific site for sales or downloads • Create platform for 24X7 crisis communications • Collect feedback from stakeholders • Internally: improve knowledge management • Innovate through collaboration and crowdsourcing • Platform for thought leadership by senior managers
Proof Point: Dell’s social media efforts resulted in negative online sentiment declining from 48% to 23% from August
2006 to mid-2008, according to Dell’s
Richard Binhammer (Senior Mgr, Corporate
Comms)
http://bit.ly/c8KMgM
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Aside
Include a clear CTA (Call to Action) on your blog.
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Calls to Action
- Download our white paper
- Join us on Twitter, Facebook, YouTube
- Ask us a question
- Download our e-book
- Sign up for our free Webinar
- Request our toolkit
- Sign up for our e-newsletter
- Request a demo
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Myth #5
Your blog will turn your company into a thought leader.
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Fact
Probably not. But it doesn’t matter if your blog is the pivot point for conversations about your brand.
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Cont.
Forget the word “blog.” The best corporate blogs are next-generation social Websites.
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Required Reading
Blogs / Sites
AllTop to find best blogs on every topic www.alltop.com
Web Strategist blog by Jeremiah Owyang www.web-strategist.com/blog/
Subscribe to SmartBrief on Social Media (free e-newsletter) www.smartbrief.com/news/socialmedia
Books
FREE by Chris Anderson
Linchpin by Seth Godin
Trust Agents by Chris Brogan and Julien Smith
The Corporate Blogging Book 2010 Updated e-book edition with new preface, new section on Twitter and updated resources throughout
Required Reading
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Contact
Debbie Weil Author | Speaker | Corporate Social Media Consultant
Buy The Corporate Blogging Book 2010 Updated E-book Edition on Amazon
Twitter: @debbieweil www.debbieweil.com mobile: 202.255.1467