for BusinessBLOGGING

What is a blog? Good Examples Bad Examples Guidelines Recommendations

What is a

BLOG?

Employing Social Media

Blog-BasedWOMM

(Word-of-Mouth-

Marketing)Campaigns

blog [blawg] noun, 1. a Web site containing the writer’s or group of writers’ own experiences, observations, opinions, etc. and often have images and links to other Web sites. {Short term for Web log.}

blogging [blawging] verb, 2. to maintain or add new entries to a blog.

Popular platforms

Direct Communication

Build Relationships

Customer Insights

Position You as Expert

Search Engine Optimization

Media and Public Relations

And Many More…

Is it important

to Blog?

WHY

What is a blog? Good Examples Bad Examples Guidelines Recommendations

TARGET: BUSINESS BLOGGERS

• Blog as part of their full-time job

• Blog for a company they work for

• Write about the industry they work in

• Share expertise

• Independent bloggers

• Consider their blog as a full-time or part-time profession

• Supplement their income via advertising or pay-per-post

• Provide commentary

What is a blog? Good Examples Bad Examples Guidelines Recommendations

Brand Consistency: Brings the Disney magic to its blog

Content appropriate to audience

Audience engagement Showcase their blog authors:

friendly & transparent Monitor content Photos, videos and guest

bloggers by specialists to humanize the company

Easy to navigate & organized archives

Brand consistency: coff ee culture

High community engagement & new product development via idea collection: a global brainstorming platform

Gain insights on customers; members can vote & comment

Saves time & money on marketing research

Simple & organized

GOOD EXAMPLES OF BLOGGINGFOR BUSINESS

What is a blog? Good Examples Bad Examples Guidelines Recommendations

Easy to

navigate

Pictures of

authors

Search bar

Easy to

share:

broadcast

across many

channels

Comment

policy

High Quality

Pictures

What is a blog? Good Examples Bad Examples Guidelines Recommendations

What is a blog? Good Examples Bad Examples Guidelines Recommendations

Too much going on; lack of planning

Posts don’t add value Not archived well Lacking human element;

feels more like a Web site A lot of writing; very few

low-quality pictures Bad social media

optimization No reader engagement!

No transparency: no insight into company; anyone could write the same content

No tone No human element or

audience engagement Diffi cult to comment How do I view

comments made by other users?

Not enough tags

BAD EXAMPLES OF BLOGGINGFOR BUSINESS

What is a blog? Good Examples Bad Examples Guidelines Recommendations

Comment?

• Too much going on

• Corporate Web site feel

• Poor Headlines

• Tags?

That’s a lot of scrolling down! Does it get better?

Hmmm…

What is a blog? Good Examples Bad Examples Guidelines Recommendations

Ineffective use of space

It just goes on like this…

• Lack of transparency; no human element

• Pictures?

• Boring!

What is a blog? Good Examples Bad Examples Guidelines Recommendations

1. When choosing a platform, understand how much

customizability you require.

2. Set a tone & be consistent both with your content & your brand.

3. Have a focus: relevant content for your audience.

4. Emphasize on nonBRANDED key word content

for SEO.

GUIDELINES TO BLOGGINGFOR BUSINESS

What is a blog? Good Examples Bad Examples Guidelines Recommendations

Understand universal search

The more tags you have, the more times your content will

show up in searches

People search industry key words; not brand-specific key

words

Higher search engine optimization (SEO) rankings

Dominate the 1st page of Google

Is it important

to understand

SEO in Blogging?

WHY

What is a blog? Good Examples Bad Examples Guidelines Recommendations

5. Encourage engagement & use your

community for <<feedback<<. But ensure to monitor content!

6. Grab attention. Write good headlines. Action + Description + Benefi t: How to | Blog correctly | for

higher SEO rankings

7. Blog frequently& have authentic content.

8. Promote your blog. Tag Tag Tag! Make it

easy to ♥share♥ & get found! Syndicate RSS feeds and share your posts.

GUIDELINES TO BLOGGINGFOR BUSINESS

What is a blog? Good Examples Bad Examples Guidelines Recommendations

Blogging for Business

FINAL RECOMMENDATIONS & BUSINESS IMPLICATIONS

Why Blog?• Fast and inexpensive way to publish &

communicate• Increase traffi c and gain higher SEO rankings• Humanize your corporation• Increase your reach & gain customer insight

In Conclusion:1. Build Trust, Friendship, & All iances2. Content, Accessibility, Reach, Engagement3. Write and promote content that resonates

with your readers

What is a blog? Good Examples Bad Examples Guidelines Recommendations

ADDITIONAL SLIDES

Blogging for Business using WOM as never before…

GUIDELINES TO INTEGRATING WOMM IN YOUR BLOG

• Accessibility

• Reach

• Transparency

1. EvaluationHonesty & HumilityEx: “mommy blog”

• Concealment• Product Focus• Communal

Acknowledgement• Leadership

2. ExplanationSeeking Social Connection &

Offering ExplanationEx: personal-technology blog

• Disclosure• Awareness of Cultural

Tension• Communal

Acknowledgement• Leadership

3. EmbracingMocking, Exhibitionism, & Embracing CommercialismEx: “coming-of-age diary”

• Acceptance• Justification• Professionalization

4. EndorsementHonest Survival & Honest Living

Ex: personal life crisis story

• Disclosure• Awareness of Cultural

Tension• Justification• Professionalization

What is a blog? Good Examples Bad Examples Guidelines Recommendations

Guidelines to Blogging for Business

1. PROVIDE UNIQUE AND QUALITY CONTENT

2. USE SIMPLE AND UNDERSTANDABLE LANGUAGE3. WRITE RELEVANT INDUSTRY

CONTENT4. MAINTAIN BRAND VISIBILITY

OF YOUR COMPANY5. WELCOME COMMENTS AND

ENGAGE YOUR AUDIENCE6. UPDATE FREQUENTLY

7. SYNDICATE RSS FEEDS AND SHARE YOUR POSTS