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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 blog’s 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 Hotmail 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. Marqui’s 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 • Don’t just say you’re 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 what’s wrong: Apartment Therapy Blog Success Stories – Stonyfield Farms Blog Success Stories – Denali Blog Success Stories – Greenview Blog Success Stories – GM Fastlane Blog 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?