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ARE YOU GETTING THE MOST OUT OF YOUR BLOG? presentation at Enterprise Marketing 2.0 conference in Amsterdam
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Business blogging Christopher Wellbelove, Senior Digital Brand Manager, BT Group
@wellbelove
© British Telecommunications plc
About me • 14 years online experience with BT • Cable TV, Media & Broadcast, Internet
kiosks and networked IT and business solutions
• Search and Social Media • Digital Brand
• Elected Labour councillor 2006 • Deputy Cabinet member for housing
• Mayor of the London Borough of Lambeth 2009 - 2010
@wellbelove
Business blogging Content is king
© British Telecommunications plc
Content is king
@wellbelove
Website / Virtual
Showcase
newsletters
event invites / feedback
email signatures
social media engagement
social channels
intranet
search SEO / PPC
© British Telecommunications plc @wellbelove
Define your audience
Discover their needs
Tailor you content to match their requirements#
© British Telecommunications plc @wellbelove
© British Telecommunications plc @wellbelove
Show them how to solve their problems. Show them how to overcome their
challenges. Show them how to benefit from
opportunities. Show them where the opportunities are,
if they can’t already see them. …and most of all, show them you are
focusing on their world!
Content
© British Telecommunications plc @wellbelove
© British Telecommunications plc @wellbelove
© British Telecommunications plc @wellbelove
© British Telecommunications plc @wellbelove
Bt.com/viewpoint
© British Telecommunications plc @wellbelove
Beyond the blog Socialising your content
© British Telecommunications plc @wellbelove
Audioboo Blog Delicious Digg Ecademy Email magazine Facebook
Flickr Friendfeed Hunch
iTunes LinkedIn Netvibes
Reddit Scribd Twitter Twylah Vodpod
Xing yfrog YouTube
© British Telecommunications plc @wellbelove
Popular content identified and additional angles
looked at
location
promoting
Content funnel
© British Telecommunications plc @wellbelove
© British Telecommunications plc
Content anywhere
@wellbelove
Results Content for a social age
© British Telecommunications plc
Results
@wellbelove
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Total Social following
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Aug-10
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5000
10000
15000
20000
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Total views
May-10
Jun-10
Jul-10
Aug-10
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Nov-10
Dec-10
Jan-11
Feb-11
Mar-11
Apr-11
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Jun-11
Jul-11
Looking to the future Bringing it all together
@wellbelove © British Telecommunications plc
The future
@wellbelove © British Telecommunications plc
The future
© British Telecommunications plc @wellbelove
Rise of the trusted voice
Mobile interaction – instant
Video
Evolution of social presence
Interactive blog
The Future
© British Telecommunications plc @wellbelove
@wellbelove
/in/wellbelove
wellbelove.com
about.me/wellbelove
Thank you Christopher Wellbelove, Senior Digital Brand Manager, BT Group @wellbelove