Post on 29-Aug-2014
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Blog 2.0Blogs in the context of a social media landscape.
Peter FlaschnerFounder & Creative Director, The Blog Studio
Tuesday, June 16, 2009
Super quick history
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‘90s blogs first appear
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2004 Blogs go mainstream
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Around 2005 businesses began using
blogs.
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Businesses started blogging to
communicate and
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to connect.
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New style of communicating:
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Personal
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Transparent
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A more conversational tone
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Why did blogs take off?
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Easy to update
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Built in sharing
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Very expandable
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Cheap to get started
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Low technical overhead
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Underlying all this relative ease is
software.
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Blogging took off when the software to
maintain and update websites got easy.
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BloggerWordPress
MovableTypeTypePadDrupalJoomla
ExpressionEngineTuesday, June 16, 2009
At this point in history, “blog” can refer to two
things:
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1. A weblog.
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2. A platform.
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(By which I mean a site powered by a content management system.)
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Blog software has evolved into robust, stable, fast, content
management software.
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So, this brings us to the social media ecosystem.
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Where do blogs fit?
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Traditionally (if we can use that word) blogs
were a spoke in a marketing plan.
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Corporate site
Micro-site Blog
TVRadio
POP
Outdoor
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Increasingly, blogs are becoming the hubs in marketing campaigns.
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Blog
Micro-site
Linked In
TVRadio
POP
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Why?
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Consumers want to get a sense of a brand’s
character.
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A blog is possibly the best place for that to
happen.
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1.Increasingly, users have
a bunch of small interactions with a
brand, spread over a number of locations.
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Blogs offer a great platform to tie those experiences together.
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2.Online behaviour has
changed.
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Users expect to have a voice in their online
experience.
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3.Blogs don’t have to look like “blogs”.
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4.Blogs have sharing and communicating built
into their DNA.
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RSS feeds, commenting, email-to-a-friend,
search, are all built in.
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5.Usually optimized for
search engines.
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Tend to perform pretty well on search results.
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6.Most importantly, most blog software is open
source.
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Rapid development
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Very up to date
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This high tech blog software makes it relatively easy to aggregate an org’s
online activity.
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In other words, a website built on blog
software can AUTOMATICALLYcollate activity on a bunch of different
platforms.Tuesday, June 16, 2009
Why is this aggregation important?
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As orgs engage users in new and different
spheres, it’s important to collect (and share) a
full record.
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In other words, you want your Facebook
fans and Twitter followers to have
access to the same content.
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Beyond aggregation though, blogs have an important place in the
social media ecosystem.
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They’re easy to update, so they get used.
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Blogs in general have become the norm.
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The White House has a blog.
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Flexible look and feel.
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Relatively low cost to create (relative to enterprise CMS).
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Very measurable.
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I really believe the future of business blogging is in
aggregating outside content (Twitter, Facebook, etc) and
weaving together a cohesive story.
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It makes sense to be present in multiple spots in the social media ecosystem.
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Use a blog as your home base and link
back from the spokes.
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Resources
• WordPress (www.wordpress.org)
• ExpressionEngine (www.expressionengine.com)
• The Blog Studio (www.theblogstudio.com)
• The Guide to Business Blogging (www.theblogstudio.com/guide-to-business-blogging-v2.pdf)
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Peter Flaschnerpeter@peterflaschner.com
twitter.com/flashlight
Tuesday, June 16, 2009