The document discusses corporate blogging, including what a corporate blog is, types of business blogs, how to structure a corporate blog, how to promote a business blog, and common fears about business blogging. It provides examples of companies that blog and explores how blogging can be used internally in a company. Key topics covered include the benefits of blogging, how to engage audiences and build communities, and overcoming fears about time commitment, legal issues, and lack of control.

2. What we are covering today
1. What is a Corporate Blog - Paul Fabretti, Client Services Manager, KMP
2. Identifying and monitoring the Blogosphere - Mark Rogers, CEO, Market Sentinel
3. Blogging and SEO - Chris Bland, Senior Account manager, Greenlight

3. Types of Business blogs

4. Types of Business blogs
Customer Service blog

5. Types of Business blogs
Customer Service blog
Viral blog

6. Types of Business blogs
Customer Service blog
Viral blog
Event blog

7. Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog

8. Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog
Thought leadership blog

9. Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog
Thought leadership blog
PR Blog

10. Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog
Thought leadership blog
Brand Champion blog
PR Blog

11. The Structure of a Corporate blog

12. The Structure of a Corporate blog

13. The Structure of a Corporate blog

14. The Structure of a Corporate blog

15. The Structure of a Corporate blog

16. The Structure of a Corporate blog

17. The Structure of a Corporate blog

18. The Structure of a Corporate blog

19. The Structure of a Corporate blog

20. The Structure of a Corporate blog

21. What IS the blogosphere?

22. It is everyday people like YOU and ME

23. It is everyday people like YOU and ME

24. It is everyday people like YOU and ME

25. It is everyday people like YOU and ME

26. It is everyday people like YOU and ME

27. Why has blogging attracted so much attention?

28. Why has blogging attracted so much attention?
SCALE

29. Headline Text
Body Text

30. Headline Text
Over 105
Body Text
million
blogs
being
tracked

31. Headline Text
Over 105
Body Text
million
blogs
being
tracked
120,000 new
blogs being
created daily

32. Headline Text
Over 105
Body Text
million
blogs
being
tracked
120,000 new
blogs being
created daily
30-75 million
blogs took just
320 days

33. Why is it so powerful?

34. Why is it so powerful?
SPEED

35. Why is it so powerful?

36. Why is speed so important?

37. Why has blogging attracted so much attention?
IMPACT

38. Headline Text
Body Text

39. Headline Text
Body Text 1/5th of
all linked-
to content
is a blog

40. Headline Text
Body Text 1/5th of
all linked-
to content
is a blog
35% of all
blog posts
contain at
least 1 tag

41. Headline Text
Body Text 1/5th of
all linked-
to content
is a blog
35% of all
blog posts
contain at
least 1 tag
1.5m people
visited blogs
for news on
the Iraq
consitutional
vote

42. Jeff Jarvis vs Dell

43. Jeff Jarvis vs Dell

44. Jeff Jarvis vs Dell

45. Jeff Jarvis vs Dell

46. Jeff Jarvis vs Dell

47. Jeff Jarvis vs Dell

48. General Motors - Fast Lane Blog

49. General Motors - Cadillac Drivers’ Log

50. General Motors - FYI Blog

51. Types of Business blogs

52. Types of Business blogs
Customer Service blog

53. Types of Business blogs
Customer Service blog
Viral blog

54. Types of Business blogs
Customer Service blog
Viral blog
Event blog

55. Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog

56. Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog
Thought leadership blog

57. Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog
Thought leadership blog
PR Blog

58. Types of Business blogs
Customer Service blog
Viral blog
Event blog
E-commerce blog
Thought leadership blog
Brand Champion blog
PR Blog

59. Build communities around your business

60. Build communities around your business

61. Integration into a wider campaign

62. Integration into a wider campaign

63. Publicise/Promote/Blog about events
Internetworld website Internetworld blog

64. Publicise/Promote/Blog about events

65. An accompaniment to e-commerce

66. Demonstrate thought leadership
Savile Row Tailor Sheet Metal Company

67. Engage with brand champions

68. Crisis Management
McDonalds Beef Hoax Delta Airlines Security Complaints

69. How to Promote your business blog

70. How to Promote your business blog
Social Bookmarking

71. How to Promote your business blog
Social Bookmarking
Blog and RSS feed directories

72. How to Promote your business blog
Social Bookmarking
Pinging Blog and RSS feed directories

73. How to Promote your business blog

74. How to Promote your business blog
Claim your blog with Technorati

75. How to Promote your business blog
Post with Tags
Claim your blog with Technorati

76. How to Promote your business blog
Post with Tags
Claim your blog with Technorati
Comment and trackback

77. Platforms

78. Summary

79. Summary
What is a business blog

80. Summary
What is a business blog
The structure of a business blog

81. Summary
What is a business blog
The structure of a business blog
Why blogs are so influential

82. Summary
What is a business blog
The structure of a business blog
Why blogs are so influential
8 ways you can use a blog

83. Summary
What is a business blog
The structure of a business blog
Why blogs are so influential
8 ways you can use a blog
How to promote your blog

84. Summary
What is a business blog
The structure of a business blog
Why blogs are so influential
8 ways you can use a blog
How to promote your blog
Blog platforms

85. By 2010, 70% of the content of the web
will be user generated
IDC/EMC Survey March 2007

87. Business Blogging: Most common fears

88. Business Blogging: Most common fears

89. Business Blogging: Most common fears

90. Business Blogging: Most common fears

91. Business Blogging: Most common fears

92. Corporate Blog Development

93. Corporate Blog Development
Increased
hyperlinking

94. Corporate Blog Development
Increased
hyperlinking
Most
commented

95. Corporate Blog Development
Increased
hyperlinking
Most
commented
Brands as
catalogue
covers

96. Corporate Blog Development
Increased
hyperlinking
Most
commented
Brands as
catalogue
covers
Interactive
flickr badge

97. 3. Always-on consumers
Omnipresent internet access keeps us permanently “switched on”, allowing
businesses to broadcast to us in “real-time” - and us to them.

98. Corporate Blogging: Fears
Fear Solution
Time Define clear roles and responsibilities and expectation.
Legal Liability Create Business Blogging Guidelines. Distribute to to employees.
Employees wasting time Create Business Blogging Guidelines. Distribute to to employees.
The blogosphere Spend time in the blogosphere to understand etiquette.
Negative comments Embrace them. Use them to win detractors round.
Understand the who, what and where. Tailor content accordingly
What to write
and create a content strategy, tone of voice and style.
Lack of ROI Define objectives (inbound links, PR, Technorati ranking, UV)
You have a blog, this is your chance to respond and manage the
Losing control of brand
buzz
Technical Aspects All blogging software is easy to master*

99. 1: Tech start-ups looking for feedback
Web startups blogged about progress and received feedback. Larger tech firms
then recognised the opportunity to engage with developers.

101. The Corporate Blogosphere

102. The Corporate Blogoshpere

103. The Corporate Blogoshpere

104. Why has blogging attracted so much attention? What IS Business Blogging? What IS the blogosphere?
How is a blog different from a website? How do I get started? What makes a good business blog?
How can I alleviate my fears? What resources do I need?
Top 18 Questions about Business Blogging
What are the legal risks?
What do I do if my employees are already blogging?
Who should blog in my company?
How long does it take to blog?
How can I convince my boss we should blog?
What is the best writing style? What technical knowledge do I need?
Who else uses a business blogs? What blogging platforms are there?

105. The Corporate Blogoshpere: Internal Blogs
RSS - Allows the easy consumption of
company news without the need for email

106. The Corporate Blogoshpere: Internal Blogs
RSS - Allows the easy consumption of
company news without the need for email
Projects - provide ongoing/historical record of
project progress and allow greater, more open
feedback opportunities

107. The Corporate Blogoshpere: Internal Blogs
RSS - Allows the easy consumption of
company news without the need for email
Projects - provide ongoing/historical record of
project progress and allow greater, more open
feedback opportunities
News - employees can post industry/competitor
news they have seen

108. The Corporate Blogoshpere: Internal Blogs
RSS - Allows the easy consumption of
company news without the need for email
Projects - provide ongoing/historical record of
project progress and allow greater, more open
feedback opportunities
News - employees can post industry/competitor
news they have seen
CEO/MD Blog - brings senior management closer
and more accessible to all employees

109. The Corporate Blogosphere: Internal Blogs

110. The Corporate Blogosphere: Internal Blogs

111. The Corporate Blogosphere: Internal Blogs

112. The Corporate Blogosphere: Internal Blogs