paul fabretti blogging presentation 11th april 2008

What we are covering today

1. What is a Corporate Blog - Paul Fabretti, Client Services Manager, KMP

2. Identifying and monitoring the Blogosphere - Mark Rogers, CEO, Market Sentinel

3. Blogging and SEO - Chris Bland, Senior Account manager, Greenlight

Types of Business blogs


Customer Service blog



Viral blog



Viral blog

Event blog



Viral blog

Event blog

E-commerce blog



Viral blog

Event blog

E-commerce blog

Thought leadership blog



Viral blog

Event blog

E-commerce blog


PR Blog



Viral blog

Event blog

E-commerce blog


PR Blog

Brand Champion blog

The Structure of a Corporate blog

What IS the blogosphere?

It is everyday people like YOU and ME

Why has blogging attracted so much attention?


SCALE

Headline Text

Body Text

Headline Text

Body Text Over 105 million blogs being

tracked

Headline Text


tracked

120,000 new blogs being

created daily

Headline Text


tracked

30-75 million blogs took just

320 days

120,000 new blogs being

created daily

Why is it so powerful?


SPEED

Why is speed so important?


IMPACT

Headline Text

Body Text

Headline Text

Body Text 1/5th of all linked-to content

is a blog

Headline Text


is a blog

35% of all blog posts contain at least 1 tag

Headline Text


is a blog

1.5m people visited blogs for news on

the Iraq consitutional

vote

35% of all blog posts contain at least 1 tag

Jeff Jarvis vs Dell

General Motors - Fast Lane Blog

General Motors - Cadillac Drivers’ Log

General Motors - FYI Blog



Viral blog



Viral blog

Event blog



Viral blog

Event blog

E-commerce blog



Viral blog

Event blog

E-commerce blog


PR Blog



Viral blog

Event blog

E-commerce blog


PR Blog

Brand Champion blog

Build communities around your business

Integration into a wider campaign

Publicise/Promote/Blog about events

Internetworld website Internetworld blog

Publicise/Promote/Blog about events

An accompaniment to e-commerce

Demonstrate thought leadership

Savile Row Tailor Sheet Metal Company

Engage with brand champions

Crisis Management

McDonalds Beef Hoax Delta Airlines Security Complaints

How to Promote your business blog


Social Bookmarking


Social Bookmarking

Blog and RSS feed directories


Social Bookmarking

Blog and RSS feed directoriesPinging

Claim your blog with Technorati



Post with Tags



Post with Tags


Comment and trackback

Platforms

Summary

Summary

What is a business blog

Summary


The structure of a business blog

Summary



Why blogs are so influential

Summary




8 ways you can use a blog

Summary





How to promote your blog

Summary





How to promote your blog

Blog platforms

By 2010, 70% of the content of the web will be user generated

IDC/EMC Survey March 2007

Business Blogging: Most common fears

Corporate Blog Development


Increased hyperlinking



Most commented



Brands as catalogue covers

Most commented



Brands as catalogue covers

Most commented

Interactive flickr badge

Omnipresent internet access keeps us permanently “switched on”, allowing businesses to broadcast to us in “real-time” - and us to them.

3. Always-on consumers

Corporate Blogging: Fears

Fear Solution

Time Define clear roles and responsibilities and expectation.

Legal Liability Create Business Blogging Guidelines. Distribute to to employees.

Employees wasting time Create Business Blogging Guidelines. Distribute to to employees.

The blogosphere Spend time in the blogosphere to understand etiquette.

Negative comments Embrace them. Use them to win detractors round.

What to write Understand the who, what and where. Tailor content accordingly and create a content strategy, tone of voice and style.

Lack of ROI Define objectives (inbound links, PR, Technorati ranking, UV)

Losing control of brand You have a blog, this is your chance to respond and manage the buzz

Technical Aspects All blogging software is easy to master*

1: Tech start-ups looking for feedback

Web startups blogged about progress and received feedback. Larger tech firms then recognised the opportunity to engage with developers.

The Corporate Blogosphere

The Corporate Blogoshpere

Top 18 Questions about Business Blogging

What IS Business Blogging? What IS the blogosphere?Why has blogging attracted so much attention?

How is a blog different from a website? How do I get started? What makes a good business blog?

What are the legal risks?What do I do if my employees are already blogging?

How long does it take to blog?

How can I alleviate my fears? What resources do I need?

Who should blog in my company?

How can I convince my boss we should blog?

What technical knowledge do I need?

What blogging platforms are there?

What is the best writing style?

Who else uses a business blogs?

The Corporate Blogoshpere: Internal Blogs

RSS - Allows the easy consumption of company news without the need for email


Projects - provide ongoing/historical record of project progress and allow greater, more open feedback opportunities





News - employees can post industry/competitor news they have seen




News - employees can post industry/competitor news they have seen

CEO/MD Blog - brings senior management closer and more accessible to all employees

The Corporate Blogosphere: Internal Blogs