Blogging For Specific Audiences

1. Blogging For Specific Audiences

2. Why Corporations Should Blog • Blogs are humanizing factors • Being a part of the blogosphere helps you keep a finger on the pulse of the industry, and that adds credibility • Because consumers themselves are blogging. It’s a way to connect • Because “corporate speak” doesn’t work anymore • Because it means you can communicate with your customers, colleagues and constituents in an unfiltered, unfettered way • Because it builds a network • Google • Because it helps you both become and expert and be seen as an expert

3. Corporate ExecutivesInfluence, Impact

4. HughHewitt.com Every CEO should have a blog so that employees, customers, partners, investors--everyone--can hear directly from the CEO in his/her own voice about what is happening in the company.

5. Bob Lutz “To blog or not to blog? For a lot of senior executives these days, that is the question. The answer, simply enough, is to blog. No better opportunity exists to engage in an open dialogue and exchange of ideas with customers and potential customers.”

6. Influence, Impact

7. Michael Hyatt, CEO, Thomas Nelson Publishers

8. Other Corporations with Blogs

9. CEO Bloggers Club http://prplanet.typepad.com/ceobloggers/ CEO Blogs List http://www.thenewpr.com/wiki/pmwiki.php/Resources/CEOBlogsList

10. Corporate Board MembersAccessibility

11. Advantages to boards using blogs as means of Communicating with shareholders • Inexpensive and technically very simple. • Highly honest way to engage in dialogue • Allows shareholders the opportunity to comment on postings. • Demonstrates accountability and transparency to shareholders • Open forum for airing out differences.

12. What would board blog about? • Updates to investors on the board and its committee activities • Board policies and procedures • Director nominations • Director selection and evaluation • Discussions on major corporate events, such as mergers and acquisitions.

13. Public Relations PersonnelTrust

14. Why should PR pros blog? Understand the mindset of the blogger Become a trusted member of the blogosphere

15. Steve Rubel – PR blogger poster child

16. IT PersonnelEfficiency

17. Why should PR pros blog? • Internal • project management • knowledge management • personnel changes • External

18. Qumana • Desktop blog publishing • software that allows you • to write your post • offline, then go online • and publish. • Potential customers • Investors • Expertise • Version updates, new versions

19. Robert Scoble – Microsoft “Geek” Blogger The ‘god’ of the blogosphere

20. Marketing PersonnelRelationships

21. Bob Cargill, Senior Creative Director, Yellowfin Marketing Blogs are a cheap, convenient and enjoyable form of PR and marketing that should be part of every business plan in 2005.

22. Blogs are interactive • Blogs are humanizing • Blogs are inexpensive • Blogs are immediate • Blogs are infectious • Blogs are empowering • Blogs are enjoyable • Blogs are authoritative • Blogs are popular • Blogs are valuable

23. Jeremy Wright, popular blogger, Ensight.org "Anything which can get the right info to the right people at the right time, empower your company to become a thought leader, and let you know what your customers and the industry are thinking about you in real time is something that has massive value."

24. Company EmployeesEvangelism

25. Thomas Nelson bloggers

26. Macromedia bloggers

27. Industry Thought LeadersExpertise

28. Tom Peters

29. Elise Bauer, advisor to technology companies What differentiates a thought leader from any other knowledgeable company [or individual] is the recognition from the outside world that the company deeply understands its business, the needs of its customers, and the broader marketplace in which it operates.

30. How PR Professionals Are Using Blogs

31. Blogs in the Age of Participatory Journalism “Blogs are the instrument through which PR and communications professionals can transform themselves from an impersonal and increasingly inefficient business practices to outstandingly effective means of ethical promotion, extended exposure and ability to engage the company, organization, and yourself in important topics that synergize and contribute to the realization of your mission.”

32. The old public relations • Senior management, with a lot of input from marketing people, would work out a company’s message and talking points. • Internal marketing people, working with PR consultants, would try to burn the message into the retinas of the trade press and analysts. • The journalists and analysts would do what they do, broadcasting the message to the masses.

33. The new public relations • Senior management works out a company’s goals and messages. • Management works hard to make sure that the employees understand them. • The people who are really doing the work tell the story to the world, directly.

34. OhMyNews.com

35. NorthwestVoice.com

36. Old way – New way • Old way – PR writes press release, pitches to journalists, journalist syndicate that to the masses • New way – “Every citizen is a reporter”; PR must target every citizen • Trust, word-of-mouth, transparency • “OhMyPR”

37. Developing Effective Communication Strategies for the Blogosphere Responding to Blogs: Having your say after the fact

38. Kryptonite bike lock

39. Blog Monitoring • Intelliseek (www.intelliseek.com) - BlogPulse • Umbria (www.umbriacom.com) • Blog Squirrel (www.blogsquirrel.com) • Do-it-yourself • Bloglines (www.bloglines.com) • PubSub (www.pubsub.com) • Technorati (www.technorati.com) • Feedster (www.feedster.com) • Yahoo! News (http://news.yahoo.com) • Google News (http://news.google.com) • IceRocket (www.icerocket.com • Goggle blog search (http://blogsearch.google.com)

40. Developing Effective Communication Strategies for the Blogosphere • Responding to Blogs: Having your say after the fact (Blog Monitoring very important) • Blog Outreach: Actively pursuing bloggers • Becoming Your Own Blogger: Getting in on the action

41. Ways PR pros are using blogs • Branding

42. Apple iPod

43. Jeff Jarvis – Dell’s least favorite customer!

44. Ways PR pros are using blogs • Branding • Crisis communication • Employee communications • Corporate public relations

45. David Meerman Scott, author of Cashing in with Content “The corporate weblog is now used by savvy marketing and public relations professionals as a way to communicate directly with journalists and influence their stories…blogs allow organizations of all kinds to tell authentic stories directly to the market. Journalists increasingly rely on blog content when they are researching stories."

46. Euro RSCG Magnet report 28% of journalists rely on blogs for day-to-day reporting. Of those who use blogs in their work, 53% use them to find story ideas, 43% for research and referencing facts and 36% for finding sources. And about a third of the journalists who use blogs say it is a way of uncovering breaking news or scandals. Blogs are playing a more significant role in the way information is transmitted to readers and journalists alike, and may profoundly alter the media and communications landscapes. - Aaron Kwittken, CEO of Euro RSCG Magnet

47. PR blogging principles and best practices • Post with maximum immediacy breaking news and news releases • Filter and select relevant news from other sources • Engage with customers and potential partners • Link to other sources online • Tell your stories • Never pitch, personalize • Respect a blogger’s time and intelligence • Never, ever use the words, "I think your readers would be interested in this story." • Quality, not quantity • Keep learning

48. How NOT to use blogs – MWW Group

49. How NOT to use blogs – Ketchem

50. How NOT to use blogs – iFulfill.com