corporate blogging
DESCRIPTION
Corporate Blogging. Alisha Crete Head of Media Relations | World Wildlife Federation. Overview. Corporate Blogging Advantages Disadvantages Competitor Blogs Project Description Objectives Guidelines Costs Summary. What is a ‘Blog’?. - PowerPoint PPT PresentationTRANSCRIPT
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“Comments containing obvious factual inaccuracies…insulting comments, or unlawful statements will not be published.”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