GETTING STARTED WITH BUSINESS BLOGGING
INTRODUCTION TO INTRODUCTION TO BLOGGINGBLOGGING
GETTING STARTED WITH BUSINESS BLOGGING
WHAT IS A BLOG?WHAT IS A BLOG?
• Blogs are all about opening up your knowledge, expertise, processes and goals to your customers
• Blogs are online chronicles that are updated frequently, even daily. An update, (also called an entry or a post) is usually quite short, perhaps just a few sentences, and readers can respond with comments. People who write blogs are bloggers.
GETTING STARTED WITH BUSINESS BLOGGING
BLOG COMPONENTS
1. Logo/name to identify the blog
2. Recent updates at the top, with time and date of publication
3. Comments
4. Information about the writer, or the blog’s purpose
GETTING STARTED WITH BUSINESS BLOGGING
BLOG COMPONENTS
5. Archives of recent posts, often sorted by month and year
6. Archives sorted by topic (category)
7. Syndication via RSS or Atom Web feed formats
8. Blogs read or recommended by the blogger
9. Information about the blogging tool
GETTING STARTED WITH BUSINESS BLOGGING
BUZZ MARKETING AND BUZZ MARKETING AND WORD OF MOUTHWORD OF MOUTH
• Create a blog for a brand, company, product, service, event, or new initiative.• Look for blogs and bloggers who might be interested in your product and get them talking about you.
GETTING STARTED WITH BUSINESS BLOGGING
GETTING STARTED WITH BUSINESS BLOGGING
GETTING STARTED WITH BUSINESS BLOGGING
Marqui’s Payblogger ProgramMarqui’s Payblogger Program
GETTING STARTED WITH BUSINESS BLOGGING
WHY ARE BLOGS GOOD BUZZ WHY ARE BLOGS GOOD BUZZ MARKETING, WORD-OF-MOUTH, VIRAL MARKETING, WORD-OF-MOUTH, VIRAL
TOOLS?TOOLS?
• Blog activity is measurable and quantifiable• Blogs encourage conversation between blogger and reader• Blogs are excellent tools for obtaining feedback• Blog postings can be spread more quickly and instantaneously• Blogs are search engine magnets• Blogs are a grass-roots medium• Blogs have a personal feel
GETTING STARTED WITH BUSINESS BLOGGING
BENEFITS OF BLOGGINGBENEFITS OF BLOGGING
• Providing a way to interact with customers• Being a clearinghouse of information and
expertise• Getting valuable feedback – including
criticism – from those who know your products and services best: customers
• Changing public opinion during times of negative attention
• Simplifying and amplifying collaboration between employees
GETTING STARTED WITH BUSINESS BLOGGING
FOR EXAMPLEFOR EXAMPLE
• Make contact with readers all the time, instead of just when your print or broadcast publication is fresh
GETTING STARTED WITH BUSINESS BLOGGING
Communicate constantly: FCNOWCommunicate constantly: FCNOW
GETTING STARTED WITH BUSINESS BLOGGING
FOR EXAMPLEFOR EXAMPLE
• Don’t just say you’re expert, demonstrate it by writing knowledgably on the topics you are an expert in
GETTING STARTED WITH BUSINESS BLOGGING
Demonstrate expertise: English CutDemonstrate expertise: English Cut
GETTING STARTED WITH BUSINESS BLOGGING
FOR EXAMPLEFOR EXAMPLE
• Give people a way to contact you when things go wrong, so that you are part of the conversation
GETTING STARTED WITH BUSINESS BLOGGING
Find out what’s wrong: Apartment TherapyFind out what’s wrong: Apartment Therapy
GETTING STARTED WITH BUSINESS BLOGGING
Blog Success Stories – Stonyfield FarmsBlog Success Stories – Stonyfield Farms
GETTING STARTED WITH BUSINESS BLOGGING
Blog SuccessBlog Success Stories – DenaliStories – Denali
GETTING STARTED WITH BUSINESS BLOGGING
Blog SuccessBlog Success Stories – GreenviewStories – Greenview
GETTING STARTED WITH BUSINESS BLOGGING
WHY SHOULD A COMPANY WHY SHOULD A COMPANY HAVE A BLOG?HAVE A BLOG?
• COMMUNICATE
• INTERACT
• BUILD TRUST
GETTING STARTED WITH BUSINESS BLOGGING
WHY SHOULD A COMPANY WHY SHOULD A COMPANY HAVE A BLOG?HAVE A BLOG?
• Reach customers, potential customers, and others in your industry
• Use the Web optimally, instead of as an electronic brochure
• Extend the reach of your brand through better search engine rankings
GETTING STARTED WITH BUSINESS BLOGGING
WHY WHY NOTNOT HAVE A BLOG? HAVE A BLOG?
• The usual objections are– Time– Money– Expertise– Fear of the blogosphere
GETTING STARTED WITH BUSINESS BLOGGING
SETTING GOALS FOR YOUR SETTING GOALS FOR YOUR COMPANY BLOGCOMPANY BLOG
• Inform or educate the public and your current customers/constituents
• Provide customer service or help using a product or service
• Convey a sense of company personality and culture
• Entertain readers and customers• Drive users to take action• Encourage dialogue with current and
potential customers
GETTING STARTED WITH BUSINESS BLOGGING
WHO SHOULD BLOG?WHO SHOULD BLOG?
• CEOs?• Engineers?• Marketing execs?
GETTING STARTED WITH BUSINESS BLOGGING
A BLOGGER SHOULD BE:A BLOGGER SHOULD BE:
• On top of his or her topic• Able to write quickly and coherently• Be personable and humorous• Be quick on his or her feet• And above all: be interesting!
GETTING STARTED WITH BUSINESS BLOGGING
READINGREADING
• Want Truth in Advertising? Try a BlogFortune Magazine
• Why There's No Escaping the BlogFortune Magazine
• Blogs Will Change Your BusinessBusiness Weekhttp://www.businessweek.com/magazine/content/05_18/b3931001_mz001.htm