1. Beyond Blogs & Social Networks December 1 st, 2005 Effective Corporate Blogging Real World Success Stories Kent Lewis President Anvil Media, Inc.

2. Key Success Elements Research Credibility Accuracy Perspective Relevance Liability Maintenance Promotion

3. Research Industry Benchmarking Competitors Publications Peers Feedback Customers Prospects Partners Internal Assessment Human resources Technology infrastructure

4. Planning Questions Strategy: branding, leads or ad revenue Design: ownership or sponsorship Voice: tone and personality Editorial: in-house or outsource Content: archived or external links Platform: free or paid Frequency: daily, weekly or ? Blogroll: size and type Comments: moderated or not

5. Credibility Commitment Publishing Promotion Internal support Accuracy Research Editing Perspective Voice(s) Outside contributors

6. Content Industry News Trends Commentary Guest opinion Interviews Advanced Podcasts Surveys Webcasts

7. Long-Term Investment Relevance Objective Feedback Liability Corporate policy Policing Maintenance Editorial Technology Marketing

8. Measurement Blog Metrics Unique visitors Inbound links Search engine visibility Email & RSS feed subscribers Comments, inquiries & recognition Referral Sources Corporate Web site Email newsletter Industry sites & directories

9. Example: Anvil Media

15. Panelists Alex Williams, One Media Group Janet Johnson, Marqui Chas Martin, BetterManagement.com