Colleen Swanger, Director: Design | Digital NCR Corporation

Twitter: @cswanger

Blogs: changing the perception from risk to reward

Getting a blog program started in a non-marketing focused organization isn’t always easy.

You’re a Fortune 500 global technology company, and you don’t blog? Aren’t you missing out? Yes.

To share and to listen.

Why blog?

Build relationships with customers, prospects and industry sources.

Why blog?

Support sales initiatives.

Why blog?

•Announce events and link to registrations

•Build lists

•Share case studies

To showcase thought leadership and innovation

Why blog?

To support inbound marketing efforts and SEO.

Why blog?

But for every good reason to blog - there’s another reason why we SHOULDN’T do it.

no resources

no time

no management support

long approval process

no one reads blogs too much risk involved

Roadblocks

Let’s break down these roadblocks.

Roadblocks

No resources or time

Roadblocks

No resources or time

Roadblocks

No management support.

Roadblocks

Long approval process for content.

Roadblocks

No one reads blogs anymore/too risky.

Roadblocks

HOW did we make this happen?

Finding a solution

HOW did we make this happen?

Finding a solution

Goals

•Regular posting schedule

•Increase in “touches” over time

•List building

•Use it to spark jealousy

HOW did we make this happen?

Finding a solution

Promotion - internal.

Where we go from here

Promotion - external.

Where we go from here

Promotion - external.

Where we go from here

Measurement

Where we go from here

• Content – frequent posts

• Comments and shares

• Internal feedback

• Visitor metrics

Don’t take no for an answer.

Lessons learned

• Keep at it, but don’t bully

• Find advocates

• Forgiveness, not permission

• Doesn’t require a hardcore glitter and pom poms launch

Info and Resources

Colleen SwangerTwitter: @cswangerCorporate Twitter: @NCRCorporationLinkedIn: www.linkedin.com/in/colleenswanger

Links and Resourceswww.ncr.comsocialmediab2b.comwww.marketingprofs.com