Presentation on theme: "INTRODUCTION TO BLOGGING. WHAT IS A BLOG? Blogs are all about opening up your knowledge, expertise, processes and goals to your customers Blogs are online."— Presentation transcript:
INTRODUCTION TO BLOGGING
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.
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 blogs purpose
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
BUZZ MARKETING AND WORD OF MOUTH
How Important is Buzz and Word-of-Mouth? By a 3 to 1 margin, people are far more likely to trust average people like me than to trust authority figures such as CEOs. 67 percent of consumer goods sales are based on word-of-mouth. Consumers trust word-of-mouth recommendations far more than they trust traditional marketing/advertising. People would rather hear about real experiences and perspectives than marketing-speak.
Barcadi: Planet Party
Using Blogs to Spread Buzz 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.
Marquis Paybloggers Program
WHY ARE BLOGS GOOD BUZZ MARKETING, WORD-OF-MOUTH, VIRAL 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
BENEFITS 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
FOR EXAMPLE Make contact with readers all the time, instead of just when your print or broadcast publication is fresh
Communicate constantly: FCNOW
FOR EXAMPLE Dont just say youre expert, demonstrate it by writing knowledgably on the topics you are an expert in
Demonstrate expertise: English Cut
FOR EXAMPLE Give people a way to contact you when things go wrong, so that you are part of the conversation
Find out whats wrong: Apartment Therapy
Blog Success Stories – Stonyfield Farms
Blog SuccessStories – Denali Blog Success Stories – Denali
Blog SuccessStories – Greenview Blog Success Stories – Greenview
Blog SuccessStories – GM Fastlane Blog Blog Success Stories – GM Fastlane Blog
Blog SuccessStories – American Cancer Society Blog for Hope Blog Success Stories – American Cancer Society Blog for Hope
WHY SHOULD A COMPANY HAVE A BLOG? COMMUNICATE INTERACT BUILD TRUST
WHY SHOULD A COMPANY 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
WHY NOT HAVE A BLOG? The usual objections are –Time –Money –Expertise –Fear of the blogosphere
SETTING GOALS FOR YOUR COMPANY 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
David Chapman – CEO, Fit Express
SETTING GOALS FOR YOUR COMPANY 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
WHO SHOULD BLOG? CEOs? Engineers? Marketing execs?
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! Who does that describe in your company?