Post on 18-May-2015
description
BLOGGING FOR EXECUTIVES
THE STRATEGIC EDGE
Jim Estill, CEOSYNNEX Canada Limited
BLOGS Who has one? Who can define them? Why you need to know about them.
THE BLOG AS A LEADERSHIP TOOL It will get read by your staff It helps personalize you It adds to your influence
WHY WILL A BLOG ENGAGE YOUR STAFF It humanizes you It is 2 way It is a soft communication
INCREASING COMMUNICATIONS Blogs are one part of a communications
strategy. Blogs are good for laying out strategy
and vision
To dispel mystery To share opinion To keep in touch with:
StaffVendorsCustomers
Why I Started Blogging
WHAT I ACTUALLY GOT A media Influence over suppliers, customers and
my industry Staff influence Increased profile including traditional
press Articles republished hundreds of times
WHY YOU SHOULD BLOG PR/IR You will own a press and have total
editorial control Measurable results – no – it is like PR Good search engine placement
WHY NOT BLOG? It takes 2 hours per week It requires commitment and thought If you do not like to write
BLOGS ARE… Interactive – use links 2-way
BLOGS ARE NOT… Technical Perfection Static
TRAPS TO AVOID I avoid Politics, Religion Do not be Fake Ghost written Blogs are dangerous.
DECIDE AN ANGLE What is your niche? Time Leadership – personal
development, time management, leadership
Efficiency – how to blog quickly CEO Blog
BLOGS EXPECT Some personal (reality TV) Some fact/advice/opinion Interesting – eg. humor, information of
value
PUBLIC COMPANY Lawyers hate BLOGGERS I focus on me, not specifics No politics for me
EFFICIENT BLOGGING Have a few “in the can” Use other people’s material Guest bloggers How to write an article in 20 minutes Book reports
EFFICIENT BLOGGING Re-use your past material including your
blog material. Post by email Keep posts short (400-500 words) or
even a paragraph.
BUILDING TRAFFIC Off-line – mailings, seminars, press, etc Comment/link to others sites Reciprocate links Articles (including offline) Technorati tags Blog exchanges Bookmarks
BUILDING TRAFFIC Ranking is all about quality links PageRank 6 PageRank is a mysterious art SEO
RSS FEEDS Offer to subscribe People get your blog emailed to them
MY TRAFFIC 25% staff 50% suppliers/customers/industry 15% personal development/bloggers 10% friends/contacts
8 WAYS TO BE A GREAT BLOG COACH 1 – handle all the details – design, RSS,
Stat Counters, registering with Technorati, etc.
Possibly publish comments
2 - CONTENT IDEAS It is a challenge to come up with new
content Send articles/links/ideas
3 - HOTLINKS Build them
4 – EDIT/SPELL-CHECK But do not slow it down. Not perfect is good.
5 – GUEST BLOGGER Line them up
6 - COACH Even a CEO needs to be kept real Kept on topic Offer value Tact is key
7 – KEEP SAFE Careful of being too safe But Legal is real
8 - ARCHIVE Keep a paper archive
Visit my CEO Blog
www.jimestill.com