corporate blogging: when, why and how

PRESENTED BY: KATE BRODOCKFOUNDER & PRINCIPAL

OTHER SIDE GROUP

Corporate Blogging: When, Why and How

Agenda

Notes A few items before we start

Strategy Getting to the “Why”

Why Uses of blogs in the corporate setting

When When is a good time to start a blog

How Getting started

More Resources for further information

Contact For clarification and further questions

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NOTES

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What I’m Technologies or Technicalities

Not Going to Blog Promotion

Talk About PR/Blogger Outreach

In-depth SEO concepts

B2C vs B2C Look for the B2B logo (below) for those concepts particularly helpful for B2B

STRATEGY

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Strategy is Important to Success!

1.Set Goals2.Align with existing Marketing/Business strategy 3.Align with any current social media programs in place4.Determine Metrics5.Set Expectations (Realistic Ones)6.Monitor Progress

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For further description on graphic, please visit David Armano’s blog here.

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Key Concepts of Social Media• Conversation• Participation• Brand Personality• Customer Engagement• Content Management• Thought Leadership• Listening• Influence/Reach• Community

For further description on graphic, please visit Valoria Maltoni’s blog.

WHY

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Why Blog?

1.Provide Information2.Receive Feedback3.Engage in a conversation4.Distribute Content and resources5.Thought Leadership6.Increase SEO Options7.Provide Channel to update audience

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Why NOT to Blog?

1.Someone told you had to2.Your resources are Limited3.You’re looking for short-term results4.You want a place to broadcast5.You don’t have backing

WHEN

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When to start:

• Determine your strategy & goals• Get buy in• Formulate a content plan• Resource allocation• Assign maintenance• Educate yourself

HOW

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A FEW TECHNICAL ISSUES TO THINK ABOUT

Website/Server capabilitiesSEO Maximization

Metrics/Analytics ToolsRegister your Blog

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A FEW LARGE PICTURE ITEMS

Create Value!Organization

Allow for interactionBrand personality

Resource allocationFrequency of posting

Offer ways to share your content

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A FEW THINGS THAT WORK

Providing industry informationStorytelling

Making a claim/promiseCall to Action

InterviewsResponse to industryConference Coverage

Response to company coverage

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A FEW ENHANCEMENT OPTIONS

PollsPictures, Stats, Graphs

Audio, Video, or Rich MediaBlogroll

Brand personalityResource allocation

Frequency of postingRSS Feed Option

Offer ways to share your contentEmail option

Link outSearch field

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A FEW THINGS NOT TO DO

BroadcastPost infrequently

Prevent interactionCensure interaction

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“This is the blog of Kinaxis™, developers of the RapidResponse on-demand service that empowers multi-enterprise manufacturers with integrated and collaborative demand-supply planning, monitoring, and response capabilities.”

Purpose of Blog

Date

Authors

Content

About Page

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Articles/Blog posts

Chris Brogan’s Blog – General blogging tips as well as a good blogging example

The Many Challenges of Corporate Blogging – Jeremiah Owyang, 29 May 2008

Practical Guide to Starting a Corporate Blog – Social Media Explorer, 11 April 2008

A Guide to Corporate Blogging – ProBlogger, 15 October 2008

Corporate Blogging: How the Pros do it – Scott Monty, 12 March 2008

5 Reasons Corporate Blogs Fail – Lee Odden, 30 May 2008

15 Companies that really Get Blogging – SitePoint, 8 August 2008

Turn your Blog into a Personal Magazine – Twist Image, 1 November 2008

How to Get Media Coverage for your Blog – ProBlogger, 7 November 2008

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Things to Check out

Google Analytics (Metrics)

Feedburner (Metrics)

TechnoratiGoogle Alerts Digg (blog promotion)

StumbleUpon (blog promotion)

CONTACT

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Kate Brodock, Founder & Principal(e) kate@othersidegroup.com(t) @just_kate

The Other Side Group(w) www.othersidegroup.com

(b) www.othersidegroup.com/adcomments

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