gbtc rightsource corporate blogging

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Why Blogging Should be the Hub of Your Social Media Efforts January 21, 2010 Will Davis will@rightsourcemarketin g.com 410.925.6626 twitter.com/willdavis / Mike Sweeney mike@rightsourcemarketin g.com 703.935.1496 twitter.com/mjsweeney /

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Presenters spent an hour with GBTC members covering a real case study of how to implement digital/social media practices with a tie to ROI and brand awareness.

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Page 1: GBTC Rightsource Corporate Blogging

Why Blogging Should be the Hub of Your Social Media Efforts

January 21, 2010

Will Davis

[email protected]

410.925.6626

twitter.com/willdavis/

Mike Sweeney

[email protected]

703.935.1496

twitter.com/mjsweeney/

Page 2: GBTC Rightsource Corporate Blogging

About Right Source Marketing

• Unique hybrid model• Tracking and performance are key• We don’t just execute, we educate

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Page 3: GBTC Rightsource Corporate Blogging

Client Experience:

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Page 4: GBTC Rightsource Corporate Blogging

Recommended Approach to Marketing Efforts

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Page 5: GBTC Rightsource Corporate Blogging

Blog as Your Social Media Hub

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Page 6: GBTC Rightsource Corporate Blogging

What is a Blog? Blogging?

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• A blog is a cost-effective way to communicate quickly with — and get feedback from — your audience of readers, whether they are colleagues, competitors, the media, prospects or customers.

• A blog is a new way to market your services or products by positioning you and/or your company as thought leaders in highly competitive markets.

• A blog is just a tool, albeit a cool one. As with any tool, there is a right way and a wrong way to use it. There is proper blogging etiquette.

Page 7: GBTC Rightsource Corporate Blogging

Blogging Platforms

• The importance of your domain for corporate blogs yourcompany.com/blog or blog.yourcompany.com

• Be careful if you don’t use your own domain i.e. yourcompany.blogspot.com or yourcompany.wordpress.com

• Template Approach vs. Custom Design

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Page 8: GBTC Rightsource Corporate Blogging

Why Talk Blogging Now?

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Want to Get Left Behind Again?

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Why Talk Blogging Now?

9Want to Get Left Behind Again?

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Social Media Growth

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Page 11: GBTC Rightsource Corporate Blogging

Different Types of Blogs

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Page 12: GBTC Rightsource Corporate Blogging

Different Types of Blogs

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Page 13: GBTC Rightsource Corporate Blogging

Our Focus Today:

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Corporate & Professional Blogging

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Typical Blog Components

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Header/Title

Navigation

SubscriptionOffer

Ad

Ad

Blogroll

Post

Page 15: GBTC Rightsource Corporate Blogging

Why Should Organizations Blog - Branding

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“The perception of Sun as a faithful and authentic tech company is now very strong. What blogs have done has authenticated the Sun brand more than a billion dollar ad campaign could have done.”

-Jonathan Schwartz Sun CEO

Page 16: GBTC Rightsource Corporate Blogging

Why Should Organizations Blog - SEO

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#1 Ranking

Page 17: GBTC Rightsource Corporate Blogging

Why Should Organizations Blog - SEO

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Page 18: GBTC Rightsource Corporate Blogging

Other Reasons Organizations Should Blog

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• Provides a “human voice” to company• Thought leadership • Transparency• Building community and engagement• Public relations/crisis management• Customer service

…The Same Reasons Organizations Get Involved in Social Media

Page 19: GBTC Rightsource Corporate Blogging

Common Blogging Objections

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“This is going to require a lot of time and resources.”

“Our legal department has hangups with blogging.”

“We don’t have enough to say.”

“We don’t want to take away valuable employees from their primary roles.”

“We’re afraid of opening ourselves up to complaints and criticism.”

“We’re not great at conversational marketing.”

“It’s going to be hard to measure.”

Page 20: GBTC Rightsource Corporate Blogging

Writing a Blog Post – Types of Posts

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• Instructional: Tell your audience how to do something• Informational: Provide information on a topic• Reviews: Product or service reviews• Lists: Top 10s, Top 5s, Top 50s, etc.• Interviews: Recap discussion with interesting people• Case Studies: Show problem/solution/results• Link: Providing a link to an interesting article• Contrast: Compare two options• Rant: Bring the passion• Research: Recap your study or someone else’s• Predictions: Tell us what will be hot in 2010

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How To Write a Good Blog Post

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#1 Put your audience (the reader) first.

#2 Organize your thoughts before writing.

#3 Use short paragraphs.

#4 Use short sentences.

#5 Use simple words.

Page 22: GBTC Rightsource Corporate Blogging

How To Write a Good Blog Post

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#6 Be specific.

#7 Write in a conversational style.

#8 Tell stories.

#9 Be clear.

#10 Write well. Be interesting.

Page 23: GBTC Rightsource Corporate Blogging

The Blog as Your Social Media Hub

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• For all these reasons, your blog’s content can serve as your social media hub in ways your website can’t

Page 24: GBTC Rightsource Corporate Blogging

The Blog as Your Social Media Hub

• Without the right content to point to, your social media presence is like a newspaper that’s all headlines and no stories

• Social media without a blog limits your use of social media to brief thoughts with no depth attached

Page 25: GBTC Rightsource Corporate Blogging

How To Market Your Blog & Blog Content

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Website

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How To Market Your Blog & Blog Content

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Email

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How To Market Your Blog & Blog Content

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Twitter

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How To Market Your Blog & Blog Post

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Facebook

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How To Market Your Blog & Blog Post

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LinkedIn

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How To Market Your Blog & Blog Post

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Technorati

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How To Market Your Blog & Blog Post

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Industry Sites/Article Sites Using RSS

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How To Market Your Blog & Blog Post

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“Sharing” Sites Corporate Materials

Digg Personal Email

Stumble Upon Email Signature

Redd It Direct Mail

Delicious Press Release

100s of Others ALL Materials

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Measuring Your Blog’s Success - Quantitative

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Visitors & Sources

Content & Stickiness

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Measuring Your Blog’s Success - Quantitative

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Measuring Your Blog’s Success - Quantitative

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Measuring Your Blog’s Success - Qualitative

• What do you want to get out of it?• Branding & Awareness Component• Narrowcasting a Message• “Skip the First Meeting”

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