5 key myths of corporate blogging

26
5 Key Myths of Corporate Blogging The Conference Board May 21, 2010 Debbie Weil Author | Corporate Social Media Consultant www.debbieweil.com [email protected] mobile: 202.255.1467

Upload: debbie-weil

Post on 28-Nov-2014

2.517 views

Category:

Business


2 download

DESCRIPTION

They might surprise you.

TRANSCRIPT

Page 1: 5 Key Myths of Corporate Blogging

5 Key Myths of Corporate Blogging

The Conference Board May 21, 2010

Debbie Weil Author | Corporate Social Media Consultant www.debbieweil.com [email protected] mobile: 202.255.1467

Page 2: 5 Key Myths of Corporate Blogging

Myth #1

Corporate blogs are out. Twitter and Facebook are in.

Page 3: 5 Key Myths of Corporate Blogging

Fact

No! A corporate blog is your home base. You own and control the content.

Page 4: 5 Key Myths of Corporate Blogging

Aside

Jason Calacanis, founder of Weblogs, Inc., is deleting his Facebook account because of privacy concerns.

Page 5: 5 Key Myths of Corporate Blogging

or  Start  With  Social  Media  Mindset   Southwest Airlines’ blog lives on a social media hub

www.blogsouthwest.com

Over 1M followers on Twitter @SouthwestAir

Blog

Southwest Air CEO Gary Kelly on LinkedIn

Page 6: 5 Key Myths of Corporate Blogging

Myth #2

You shouldn’t sell on a corporate blog.

Page 7: 5 Key Myths of Corporate Blogging

Fact

Nonsense. Your blog should be designed so it’s easy to click back to your main site and buy.

Page 8: 5 Key Myths of Corporate Blogging

Bill Marriott’s blog drives millions of dollars in

bookings via click thrus to Marriott.com

Page 9: 5 Key Myths of Corporate Blogging
Page 10: 5 Key Myths of Corporate Blogging

Myth #3

You have to produce brilliant, provocative content for your corporate blog.

Page 11: 5 Key Myths of Corporate Blogging

Fact

Up to 80% of the traffic to corporate blogs is first-time visitors.*

*Compendium study http://yhoo.it/9NMiPP

Page 12: 5 Key Myths of Corporate Blogging

Your blog may NOT be building a loyal community of readers

Page 13: 5 Key Myths of Corporate Blogging

Fact

No one reads all the words online. Be brief. Be useful to first-time and repeat visitors.

Page 14: 5 Key Myths of Corporate Blogging

Were you fooled?

Page 15: 5 Key Myths of Corporate Blogging

It’s  (Always)  the  Content  7 secrets of effective blogging

1.  Choose a topic that relates to what your stakeholders are interested in

2.  Find a conversational voice you’re comfortable with 3.  Use self-deprecating humor 4.  Embed videos 5.  Package your content - 10 Tips, 5 Rules, 7 Mistakes 6.  Always, always link 7.  Publish consistently

From Chapter 7 of The Corporate Blogging Book

Page 16: 5 Key Myths of Corporate Blogging

Myth #4

Measure success by the number of RSS or email subscribers to your blog.

Page 17: 5 Key Myths of Corporate Blogging

Fact

Those are the wrong metrics. Set measurable communications and business objectives.

Page 18: 5 Key Myths of Corporate Blogging

Business objectives for a corporate blog

•  Increase awareness of your brand or agency •  Increase positive / decrease negative mentions •  Improve customer service •  Drive traffic to a specific site for sales or downloads •  Create platform for 24X7 crisis communications •  Collect feedback from stakeholders •  Internally: improve knowledge management •  Innovate through collaboration and crowdsourcing •  Platform for thought leadership by senior managers

Proof Point: Dell’s social media efforts resulted in negative online sentiment declining from 48% to 23% from August

2006 to mid-2008, according to Dell’s

Richard Binhammer (Senior Mgr, Corporate

Comms)

http://bit.ly/c8KMgM

Page 19: 5 Key Myths of Corporate Blogging

Aside

Include a clear CTA (Call to Action) on your blog.

Page 20: 5 Key Myths of Corporate Blogging

Calls to Action

- Download our white paper

- Join us on Twitter, Facebook, YouTube

- Ask us a question

- Download our e-book

- Sign up for our free Webinar

- Request our toolkit

- Sign up for our e-newsletter

- Request a demo

Page 21: 5 Key Myths of Corporate Blogging

Myth #5

Your blog will turn your company into a thought leader.

Page 22: 5 Key Myths of Corporate Blogging

Fact

Probably not. But it doesn’t matter if your blog is the pivot point for conversations about your brand.

Page 23: 5 Key Myths of Corporate Blogging

Cont.

Forget the word “blog.” The best corporate blogs are next-generation social Websites.

Page 24: 5 Key Myths of Corporate Blogging
Page 25: 5 Key Myths of Corporate Blogging

Required Reading

Blogs / Sites

AllTop to find best blogs on every topic www.alltop.com

Web Strategist blog by Jeremiah Owyang www.web-strategist.com/blog/

Subscribe to SmartBrief on Social Media (free e-newsletter) www.smartbrief.com/news/socialmedia

Books

FREE by Chris Anderson

Linchpin by Seth Godin

Trust Agents by Chris Brogan and Julien Smith

The Corporate Blogging Book 2010 Updated e-book edition with new preface, new section on Twitter and updated resources throughout

Required Reading

Page 26: 5 Key Myths of Corporate Blogging

Contact

Debbie Weil Author | Speaker | Corporate Social Media Consultant

Buy The Corporate Blogging Book 2010 Updated E-book Edition on Amazon

Twitter: @debbieweil www.debbieweil.com mobile: 202.255.1467

[email protected]