The Future of PR Technology

Paul FabrettiClient Services Manager KMP Interactive Marketing & Technology

Blog Basics - What is a blog?

Conversations - How we monitor them

Case Studies - How business is using blogs

Other things to consider

What are we talking about?

The Structure of a Corporate blog

What IS the blogosphere?

It is everyday people like YOU and ME

Stakeholder Influence AnalysisWho are the people with influence or that shape the opinions of others?

So how do you find the people and topics that matter?

Buzz Monitoring & ReportingWhat is the sentiment of conversations? How is it changing?

Net Promoters IndexTake a particular topic and extract the positive comments from the negative ones

Stakeholder Influence Analysis

Stakeholder Influence Analysis

Net Promoters Index

Net Promoters Index

Buzz Monitoring & Reporting

Live Buzz - Biggest Topics

Live Buzz - Fastest Growing Topics

Live Buzz - Most Popular Sites

Jeff Jarvis vs Dell

Jeff Jarvis vs Dell

Jeff Jarvis vs Dell

Jeff Jarvis vs Dell

Jeff Jarvis vs Dell

DellOutlet - Twitter

General Motors - Fast Lane Blog

General Motors - Cadillac Drivers’ Log

General Motors - FYI Blog

Build communities around your business

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

Tone of voiceFormal, friendly, colloquial

Content entry and SEOTag number and naming, linking, images, keyword density, post length

Blog typeRetail, Customer Service, Thought-Leadership/Innovation, Sales

Blog management (a)Define structure: Admins, authors, contributors, approval process

Other factors to consider

ModerationWho and how are you going to manage the conversation?

Blogger OutreachHow are you going to engage with influencers and who is going to do it?

LegalLay solid foundations for a safe blogging environment. Let everyone know where they stand.

Other factors to consider

Blog management (b)How often, when, who, coordination with other channels

How to Promote your business blog

Social Bookmarking

Blog and RSS feed directoriesPinging

Claim your blog with Technorati

Post with Tags

How to Promote your business blog

Comment and trackback

By 2010, 70% of the content of the web

will be user generated

IDC/EMC Survey March 2007

18 MONTHS