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Corporate Blogging

Corporate Blogging. Alisha Crete Head of Media Relations | World Wildlife Federation. Overview. Corporate Blogging Advantages Disadvantages Competitor Blogs Project Description Objectives Guidelines Costs Summary. What is a ‘Blog’?.

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Corporate Blogging

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  1. Corporate Blogging Alisha Crete Head of Media Relations | World Wildlife Federation

  2. Overview • Corporate Blogging • Advantages • Disadvantages • Competitor Blogs • Project Description • Objectives • Guidelines • Costs • Summary

  3. What is a ‘Blog’? • A type of social media - frequently updated, personal website • Abbreviated version of ‘weblog’ • Maintains ongoing chronicle of info • Focuses on a particular topic

  4. Corporate Blogging • Blogosphere doubles every 5.5 months • Approximately 40,000 corporate blogs exist • Benefits • Presenting information without filters • Amplify marketing messages • Allow direct connection with online communities • Have more human feel

  5. Advantages of Blogs • Facilitate direct interaction between company and customers: • Manage transparency of company • Contain content which reflect current events • Generally tell a story • Create creditability

  6. Advantages of Blogs • Help exposure on the internet: • Bypass complicated processes • Generate incoming links • Lead to increased performance on search engines

  7. Disadvantages of Blogs • Much planning is needed before launch • Non-supporters can post negatively

  8. Disadvantages of Blogs • Corporate blogs fail when: • There are no clear objectives set. • There are unrealistic expectations and resource allocation for the blog. • The writers are not sourcing content for the long term. • There is no feedback mechanism established.

  9. Competitor Blogs • The Nature Conservancy • Cool Green Science • Sierra Club • Taking the Initiative • Defenders of Wildlife • My Yellowstone Wolves

  10. The Nature Conservancy

  11. CGS Terms of Use “We welcome and encourage vigorous debate…” “However, all comments submitted to this blog are moderated…” “We reserve the right to reject a comment for publication…” “Comments containing obvious factual inaccuracies…insulting comments, or unlawful statements will not be published.”

  12. Sierra Club

  13. Defenders of Wildlife

  14. Objectives of WWF Blog • Maintain current supporter base • Seek out potential customers • Find company talent • Gain positive media attention

  15. Blog Guidelines • Content: • Personal experience postings • Important news items • Carter Roberts | CEO • Job openings listed

  16. Blog Guidelines • Reader comments encouraged, but regulated • Minimum blogging commitment: • 200 words per entry • 1 entry per week • 8 hours per month

  17. Costs • Blog establishment - $0 • Hosting - $15/month • Blog customization and design - $500

  18. Summary • Recommending corporate-run WWF blog • Headed by Media Relations department • Contributions by employees: • Field employees • MR department • CEO Carter Roberts • Facilitating customer interaction and building relationships

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