Post on 06-May-2015
description
IndiBlogger.in We Blog, Therefore We Are.
Corporate Blogging: Demystified
Vineet Rajan
Director – Strategy and Planning
IndiBlogger.in We Blog, Therefore We Are.
A blog is in many ways a continuing conversation
IndiBlogger.in We Blog, Therefore We Are.
Your blog is YOUR unedited version of yourself.
Also Remember…
IndiBlogger.in We Blog, Therefore We Are.
Reality Check : 1
The Basics
IndiBlogger.in We Blog, Therefore We Are.
Let’s ask ourselves
What is a blog? Who is a blogger? How is it different from a website/portal? What makes a successful blog? Why would you blog?
IndiBlogger.in We Blog, Therefore We Are.
Do you BLOG?
IndiBlogger.in We Blog, Therefore We Are.
The Business of Blogging!
Are the companies blogging or people? What makes a blog - ‘Corporate’? So who is doing it in India?
IndiBlogger.in We Blog, Therefore We Are.
Reality Check : 2
Why you REALLY need it
IndiBlogger.in We Blog, Therefore We Are.
What you were probably told
Blogging helps with Search Engine Optimization
Gives you another place to sell Market yourself better Get more visitors. Breaks down corporate barriers.
IndiBlogger.in We Blog, Therefore We Are.
They are all true BUT…
IndiBlogger.in We Blog, Therefore We Are.
Why you really need it
Is a communication channel Builds credibility Cements relationships Builds awareness Helps you segment and target your market
better
IndiBlogger.in We Blog, Therefore We Are.
Why you really need it
Impacts visibility with customers Speed and scale beat traditional marketing People trust people, not your business
IndiBlogger.in We Blog, Therefore We Are.
The Most Important Reason!
There is no other option!
IndiBlogger.in We Blog, Therefore We Are.
Reality Check : 3
Setting Objectives
IndiBlogger.in We Blog, Therefore We Are.
Set Business Objectives
Increase awareness of your brand or agency Increase positive / decrease negative
mentions Improve customer service Drive traffic to a specific site for sales or
downloads
IndiBlogger.in We Blog, Therefore We Are.
Set Business Objectives
Collect feedback from stakeholders Internally: improve knowledge management Innovate through collaboration and
crowdsourcing Platform for thought leadership by senior
managers
IndiBlogger.in We Blog, Therefore We Are.
How do you measure SUCCESS?
IndiBlogger.in We Blog, Therefore We Are.
The Right Way!
There are 3 dimensions Message (Central, Peripheral) Opinion (Critical, Uncritical) Networking (Low, High)
IndiBlogger.in We Blog, Therefore We Are.
Goals
Success
Status
IndiBlogger.in We Blog, Therefore We Are.
ROI: A New Hope
What is the Investment ?
Engagement Participation Trust Attention Inspection TIME!
IndiBlogger.in We Blog, Therefore We Are.
Social Leads
Track web traffic breakdowns from all social media sources,
Chart the top few sources over time. Measure Referrals as well
IndiBlogger.in We Blog, Therefore We Are.
Bounce Rates
Are visitors quickly leaving? Landing page needs better,
more relevant copy. Information they’re seeking
should be easily found!
IndiBlogger.in We Blog, Therefore We Are.
Your Network Size
Your followers Your subscribers How interactive
you are
IndiBlogger.in We Blog, Therefore We Are.
Loyalty
Are social members evangelizing?
How many members re-share?
How often do they re-share?
IndiBlogger.in We Blog, Therefore We Are.
Conversions
Subscriptions, sales (direct or through affiliates)
Clicks to buy Clicks on Know More Ask for Quotes
IndiBlogger.in We Blog, Therefore We Are.
One more thing..
The following are all UNTRUE!
IndiBlogger.in We Blog, Therefore We Are.
Myth 1
Corporate Blogs are out. Facebook/Twitter are in.
IndiBlogger.in We Blog, Therefore We Are.
Myth 2
You shouldn’t sell on your blog.
IndiBlogger.in We Blog, Therefore We Are.
Myth 3
You always have to produce brilliant content
IndiBlogger.in We Blog, Therefore We Are.
Myth 4
Measure success by number of RSS readers or email
subscribers
IndiBlogger.in We Blog, Therefore We Are.
Myth 5
Your blog will make you a though leader overnight
IndiBlogger.in We Blog, Therefore We Are.
Myth 6
Your blog will ring in the sales
IndiBlogger.in We Blog, Therefore We Are.
Trends in Corporate Blogging
Social Networking enabled blogs Community blogging A separate team and blog owner – Chief
Blogger Informal and also humorous Making it a KRA
IndiBlogger.in We Blog, Therefore We Are.
Reality Check : 4
Success Factors!
IndiBlogger.in We Blog, Therefore We Are.
Critical Success Factors
Management Support
IndiBlogger.in We Blog, Therefore We Are.
Critical Success Factors
The Champions
IndiBlogger.in We Blog, Therefore We Are.
Critical Success Factors
Education
IndiBlogger.in We Blog, Therefore We Are.
Critical Success Factors
Setting Clear Goals
IndiBlogger.in We Blog, Therefore We Are.
Critical Success Factors
Corporate Commitment
IndiBlogger.in We Blog, Therefore We Are.
Critical Success Factors
Establishing Guidelines
IndiBlogger.in We Blog, Therefore We Are.
Critical Success Factors
Dialogue!
IndiBlogger.in We Blog, Therefore We Are.
Critical Success Factors
Crystal Clear Call to Action
IndiBlogger.in We Blog, Therefore We Are.
Sorry.
I have a habit of saving the best for dialogue
IndiBlogger.in We Blog, Therefore We Are.
?? Here to answer all questions for which we might have vague answers
IndiBlogger.in We Blog, Therefore We Are.
Have you thought about these?
Best Practices Worst Possible Blunders How Blogs Integrate into your Online
Marketing Strategy Why People fear Blogging CEO Blogging!
IndiBlogger.in We Blog, Therefore We Are.
Show of Hands!
How many would want to start their own blogs?
How many would initiate discussions within the company to start a blog?
Would you want to become the blog Champion?
IndiBlogger.in We Blog, Therefore We Are.
We are
India’s Only Blogger Centric Social Media Strategy Group
IndiBlogger.in We Blog, Therefore We Are.
Thank you
Vineet Rajan Director – Strategy and Planning Call me +91 99875 59693 Send me an Email vineet@indiblogger.in Visit us at http://indiblogger.in I blog at http://vinni.co.in I tweet on http://twitter.com/vineetrajan