Blogging for business final

forBusinessBLOGGING

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

Brand Consistency: Brings the Disney magic to its blog

Content appropriate to audience

Audience engagement

Showcase their blog authors: fr iendly & transparent

Monitor content

Photos, videos and guest bloggers by special ists to humanize the company

Easy to navigate & organized archives

Brand consistency: coffee culture

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

Gain insights on customers; members can vote & comment

Saves t ime & money on marketing research

Simple & organized

GOOD EXAMPLES OF BLOGGINGFOR BUSINESS


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 Difficult to comment How do I view comments

made by other users? Not enough tags

BAD EXAMPLES OF BLOGGINGFOR BUSINESS


Comment?

• Too much going on

• Corporate Web site feel

• Poor Headlines

• Tags?

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

Hmmm…


Ineffective use of space

It just goes on like this…

• Lack of transparency; no human element

• Pictures?

• Boring!


1. Set a tone & both with your content

& your brand. Have a focus.

2. Encourage engagement & use your community for

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

3. Emphasize on nonBRANDED key word content for SEO:

more likely to show up in search engines.

4. Blog frequently& have authentic content.

5. Make it easy to ♥share♥ on other social media platforms.

GUIDELINES TO BLOGGINGFOR BUSINESS


Blogging for Business

FINAL RECOMMENDATIONS & BUSINESS IMPLICATIONS

Why Blog?

• Fast and inexpensive way to publish & communicate

• Increase traffic and gain higher SEO rankings

• Humanize your corporation

• Increase your reach & gain customer insight

In Conclusion:

1. Build Trust, Friendship, & Alliances

2. Content, Accessibility, Reach, Engagement

3. Write and promote content that resonates with your readers


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


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


Documents

Blogging for business final