Alisha CreteHead of Media Relations | World Wildlife Federation

CORPORATE BLOGGING

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

4CORPORATE

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

5ADVANTAGES 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

6ADVANTAGES OF

BLOGS

Help exposure on the internet:

Bypass complicated processes

Generate incoming links

Lead to increased performance on search engines

7DISADVANTAGES OF

BLOGS

Much planning is needed before launch

Non-supporters can post negatively

8DISADVANTAGES

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.

9COMPETITOR

BLOGS

The Nature Conservancy

Cool Green Science

Sierra Club

Taking the Initiative

Defenders of Wildlife

My Yellowstone Wolves

10THE 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“Comments containing obvious factual inaccuracies…insulting comments, or unlawful statements will not be published.”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

13DEFENDERS OF

WILDLIFE

14OBJECTIVES 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