An introduction to Blogging by Heather Yaxley

© Heather Yaxley: www.greenbanana.wordpress.com

if you’re green, you’re growing

heather yaxleyinsight into blogging



blogpersonal, professional or corporate website that is easy to update and provides an ongoing chronicle of information – ideally allowing for discussion with, or commentary by, readers



not just “me-diaries”…



blogger power



but…

…of the 133 million blogs tracked by Technorati…

…only 7.4 million have been updated in previous 120 days…

…meaning 95 percent of blogs are dormant….

…it is estimated that 50-100k generate most traffic…

…although hits aren’t everything…

…and there are still 7-10 million active blogs



blogging has evolved• micro-blogging

• photo-blogging

• video-blogging



blogging demands action

• online issues break anytime

• easy for storm to develop within blogging network

• jump from online to offline takes issue mainstream

• vital to engage key communities - not offend them



blogging – PR and CR

• news + story telling = narrative• word of mouth + human connections• influencers, groups and networks• conversation with – not marketing at…• “private” medium, consumers’ own space – not for sale?• aware + active publics – issues + crisis management• highlights problems – needs action



why do bloggers blog?

1. express themselves2. document/share experiences3. keep in touch with others4. share knowledge/skills5. motivate others to action6. entertain people7. store resources/information8. influence way others think9. network or meet new people10. make money



monitoring blogosphere

RSS feeds – www.google.com/reader



engaging with bloggers

• proceed with caution…• publicly hate PR spam • may not understand

journalist/PR conventions• nothing is off limits• “blogola” (freebie) issues• opinion or facts?• may have own agenda



engaging with bloggers

• read and learn• be professional• join the conversation• be honest and open• offer something

relevant• target wisely• build relationships



blogging & product reviews

• fans like acknowledgement + support• unhappy customers demand action• some bloggers will review products• aim to build relationships • be open and transparent• consider the ethics - review not bribe• maybe better to provide experiences• be prepared for possible backlash



Microsoft Vista – Acer Ferrari laptop

• PR firm Edelman handled blogger launch of Microsoft Windows Vista

• sent tech bloggers an Acer Ferrari 1000 laptop with Windows Vista

• email: a “present” with “no strings attached”

• led to blogging controversy• some donated computer to

charity• coverage generated but little

was positive

US Federal Communications Commission (FCC) considering issue of “blogola” – may require transparency



Ford Fiesta Movement

• competition to find 100 “agents”• 6 months loan – with missions• carefully managed programme



getting started

1. listen and learn first – explore blogosphere

2. easy to use software: Wordpress or Blogger

3. have a clear strategy

4. build blogging into corporate or campaign site



• know why you want to blog• have a clear purpose• make a commitment

corporate blogs



building momentum• regular blogging = organic SEO• be clear about who is blogging• develop an authentic voice• know what you are talking about

– own your ground• build connections – talk with,

not at• encourage comments + links• remember personal is corporate• plan ahead• avoid digital dirt• integrate online, offline and

multimedia



where next?

• mobile is the future• digital natives are

different• everything and

everyone will be increasingly connected

• online should be natural for PR, not marketing – but if you don’t own it, “they” will

An introduction to Blogging by Heather Yaxley

Business

Transcript of An introduction to Blogging by Heather Yaxley