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INTRODUCTION TO BLOGGING

INTRODUCTION TO BLOGGING. WHAT IS A BLOG?. Blogs are all about opening up your knowledge, expertise, processes and goals to your customers

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INTRODUCTION TO BLOGGING

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  1. INTRODUCTION TO BLOGGING GETTING STARTED WITH BUSINESS BLOGGING

  2. 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

  3. 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

  4. 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

  5. BUZZ MARKETING AND WORD 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

  6. GETTING STARTED WITH BUSINESS BLOGGING

  7. GETTING STARTED WITH BUSINESS BLOGGING

  8. Marqui’s Payblogger Program GETTING STARTED WITH BUSINESS BLOGGING

  9. 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 GETTING STARTED WITH BUSINESS BLOGGING

  10. 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 GETTING STARTED WITH BUSINESS BLOGGING

  11. FOR EXAMPLE • Make contact with readers all the time, instead of just when your print or broadcast publication is fresh GETTING STARTED WITH BUSINESS BLOGGING

  12. Communicate constantly: FCNOW GETTING STARTED WITH BUSINESS BLOGGING

  13. FOR 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

  14. Demonstrate expertise: English Cut GETTING STARTED WITH BUSINESS BLOGGING

  15. FOR 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

  16. Find out what’s wrong: Apartment Therapy GETTING STARTED WITH BUSINESS BLOGGING

  17. Blog Success Stories – Stonyfield Farms GETTING STARTED WITH BUSINESS BLOGGING

  18. Blog SuccessStories – Denali GETTING STARTED WITH BUSINESS BLOGGING

  19. Blog SuccessStories – Greenview GETTING STARTED WITH BUSINESS BLOGGING

  20. WHY SHOULD A COMPANY HAVE A BLOG? • COMMUNICATE • INTERACT • BUILD TRUST GETTING STARTED WITH BUSINESS BLOGGING

  21. 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 GETTING STARTED WITH BUSINESS BLOGGING

  22. WHY NOT HAVE A BLOG? • The usual objections are • Time • Money • Expertise • Fear of the blogosphere GETTING STARTED WITH BUSINESS BLOGGING

  23. 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 GETTING STARTED WITH BUSINESS BLOGGING

  24. WHO SHOULD BLOG? NO! • CEOs? • Engineers? • Marketing execs? GETTING STARTED WITH BUSINESS BLOGGING

  25. 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

  26. READING • 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 GETTING STARTED WITH BUSINESS BLOGGING

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