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© Barbara Payne Reasons Why Blogging is Good for Business The modern equivalent of aspirin – a powerful pain-reliever
© Barbara Payne History Doogie Houser Doogie Houser Media pooh-poohs Media pooh-poohs Media protests Media protests Media adopts Media adopts Businesses ignore Businesses ignore Businesses start reading Businesses start reading Businesses adopt Businesses adopt
© Barbara Payne Technology leads Scobleizer Scobleizer Microsoft adopts Microsoft adopts Dozens follow Dozens follow CEOs catch on CEOs catch on Pre-existing FAME gives a big boost Pre-existing FAME gives a big boost
© Barbara Payne Inside blogs Internal communications – better than Internal communications – better than Gets people to contribute who might not otherwise Gets people to contribute who might not otherwise Saves time and confusion Saves time and confusion Makes knowledge more accessible and easier to search Makes knowledge more accessible and easier to search Allows introspection and feedback improves management skills Allows introspection and feedback improves management skills
© Barbara Payne The public blog Honest and open communication with customers builds loyalty, trust, respect Honest and open communication with customers builds loyalty, trust, respect Introspection & feedback improve executive skills and communication Introspection & feedback improve executive skills and communication And theres more… And theres more…
© Barbara Payne More pain relief… Customers have pains Customers have pains Your product/service can solve Your product/service can solve But decision to buy has different pains But decision to buy has different pains Blogging can help solve those! Blogging can help solve those!
© Barbara Payne Decision pains Solution? Solution? Trust? Trust? Information? Information? Commitment? Commitment? Value? Value? Process? Process?
© Barbara Payne Pain relievers Articles Articles Testimonials Testimonials Press releases Press releases 800 number 800 number Websites Websites Wikis Wikis Personal contact Personal contact
© Barbara Payne Ways Blogs Relieve Pains How blogging solves decision pains How blogging solves decision pains 1. P – personal 2. A – active 3. I – interactive 4. N – non-commercial 5. S – simple
© Barbara Payne Personal Its your voice Its your voice You speak from the heart You speak from the heart You include tidbits from your life You include tidbits from your life You refer to real-life situations You refer to real-life situations
© Barbara Payne Active You post often You post often You refer to current affairs You refer to current affairs You refer to timely issues You refer to timely issues You talk about things happening in your life now You talk about things happening in your life now
© Barbara Payne I – Interactive You invite participation You invite participation Links Links Blogroll Blogroll Comments Comments Valuable even if not used much Valuable even if not used much
© Barbara Payne N – Non-Commercial You are not selling! You are not selling! No pressure No pressure Readers get to know you as a person Readers get to know you as a person
© Barbara Payne S - Simple Doesnt require in-depth research Doesnt require in-depth research Should not require extensive legal or PR review (unless… hint: set policy) Should not require extensive legal or PR review (unless… hint: set policy) No graphic design needed ongoing No graphic design needed ongoing Posting is easy Posting is easy
© Barbara Payne CEO Blogs of Note General Motors, Bill Lutz, CEO General Motors, Bill Lutz, CEO Boeing Commercial, Randy Baseler. VP Mktgwww.boeing.com/randy/ Boeing Commercial, Randy Baseler. VP Mktgwww.boeing.com/randy/www.boeing.com/randy/ Beth Israel Deaconess Medical Center, Paul Levy, CEO Beth Israel Deaconess Medical Center, Paul Levy, CEO Edelman PR, Richard Edelman, CEO Edelman PR, Richard Edelman, CEO Dallas Mavericks NBA, Mark Cuban, owner Dallas Mavericks NBA, Mark Cuban, owner
© Barbara Payne More… JetBlue Airways, David Neeleman, CEO JetBlue Airways, David Neeleman, CEO Exodus Capital Advisors, Tom ONeill, CEO Exodus Capital Advisors, Tom ONeill, CEO Marriott Intl., Bill Marriott, CEO Marriott Intl., Bill Marriott, CEO Staubach Co., Roger Staubach, CEO Staubach Co., Roger Staubach, CEO Whole Foods Mkt., John Mackey, CEO Whole Foods Mkt., John Mackey, CEO Unity, David Helgason, CEO Unity, David Helgason, CEO
© Barbara Payne Tools You Can Use Feedburner – subscribe svc. Feedburner – subscribe svc. Comments/trackbacks – interlinking good for PR/SEO Comments/trackbacks – interlinking good for PR/SEO Article marketing – incoming links to your blog Article marketing – incoming links to your blog Use code to help retain visitors Use code to help retain visitors
© Barbara Payne Steps to leverage blog power Decide what to read Decide what to read Read Read Comment Comment Review comments/reply Review comments/reply Decide what to write Decide what to write Write (as often as possible) Write (as often as possible) Check referral logs, Technorati Check referral logs, Technorati Acknowledge readers Acknowledge readers Promote your blog Promote your blog Participate in blog community Participate in blog community
© Barbara Payne Finding time… Choices: Choices: Set aside X time each day Set aside X time each day Do it randomly Do it randomly Be reactive only Be reactive only Or Or Hire a blog expert Hire a blog expert All work best when you participate actively All work best when you participate actively
© Barbara Payne The end? Blogging is just the beginning Blogging is just the beginning The Internet opens windows to the mind of humankind The Internet opens windows to the mind of humankind Relieve your customers pains Relieve your customers pains 1. P - personal 2. A - active 3. I - interactive 4. N – non-commercial 5. S - simple
© Barbara Payne Some blogs I write advice.org/ advice.org/ advice.org/ advice.org/
© Barbara Payne Happy blogging! Presented by Barbara Payne ReallyGoodFreelanceWriter.com Dont hesitate to call with questions
© Barbara Payne Tech tips For SEO, add metatags to website code, use keywords in H1, title bars, etc. For SEO, add metatags to website code, use keywords in H1, title bars, etc. Sign up for Google news alerts Sign up for Google news alerts Sign up for RSS feeds to blogs you want to track Sign up for RSS feeds to blogs you want to track Google page rank 1-10 (download free Google toolbar) Google page rank 1-10 (download free Google toolbar) Alexa toolbar (gives actual #s) Alexa toolbar (gives actual #s) Get links from popular sites Get links from popular sites Open Google Analytics account (FREE demographics on visitors by keyword) Open Google Analytics account (FREE demographics on visitors by keyword)
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