Copyright L.A. Communications 2008 Presented By Lou Antosh President L.A. Communications 856-303-1781 [email protected] Find

Copyright L.A. Communications 2008 www.lacomm.net

Presented By Lou Antosh

President

L.A. Communications

856-303-1781

[email protected]

Find this Power Point

on Company Home page at

www.lacomm.net


Blog Definition

• Web Log = Blog

• Web-based

• Personal Writing or Team Writing

• Frequently Updated

• Usually in First Person

• Informal Writing Style


If Even Dogs Have Blogs Should You?

How many bloggers? No one knows, but estimates are in the tens of millions


Two Biz Blogs: One Bust, One Boffo

Richard White, CEO, FedMarket.com

Producing seminars and software for companies selling to U.S. Government

Company sends 6 million emails weekly to federal vendors. Minimal blog activity

• “My theory: blogs work when the topic is wine or sex or politics, something people are truly interested in

• “If I could get people to the blog more, I would use them more rather than have my servers running day and night sending emails

• “But our emails are in their face whereas they have to make the choice to look at the blog


Joel Spolsky, the King of Niche


Joel’s Blog Has 900,000 Followers

See Joel's Blog Here

He writes – and writes well -- for people just like him.

• Mixes esoteric software stuff with travel posts about geek conferences

• Just started a column for Inc.

• Master of the spinoff. Filmed 4 interns working on a software project, sold DVDs


Blogs Can Have a Global Reach

Best Near Misses: N. Korea or World Cup?


That Led to This BBC Interview

Remember www.odeo.com and http://audacity.sourceforge.net for audio, and www.blogger.com for blogs, all free software.

Cinnaman: U.S. Gets Suckered by a Soccer Author


Business Has Not Flocked to Blogs

Fewer Than 10% of Fortune 500 Firms Blogged in 2007

• A new “Blog Council” has just been formed by 12 major U.S. firms, including Microsoft and GM. The Council site is plain vanilla thus far

Find more at this very good

Business PR and Blog Wiki


Some Are Evangelizing

“We’re not doing this to be cool. This isn't just about seizing communications opportunities. It's about remaining relevant in a changing organizational dynamic."

Former IBM Blogger-in-Chief Christopher Barger


University Study of Biz Blogging

• Northeastern U. Interviewed only 20 biz bloggers, but they included Microsoft and Abobe bloggers

• Posted November 2006


Northeastern University Study

http://www.scoutblogging.com/success_study/

Five success factors• Culture • Transparency • Time • Dialogue • Entertaining Writing Style and Personalization

All interviews with business bloggers online


Caution Before You Jump On

• Blogging is not the next new thing, your next new customer is

• If you think you can’t succeed without a blog, you will probably fail with one, because …..

• The mindset of your customers should drive communications format decisions


Caution Part II

• Traditional blogs carry dates, so they need frequent updating

• Consider how to promote the blog because there are no instant audiences

• If public comment is permitted, and it usually is, you will need a screening process


Good Business Blog Models


General Motors Fastlane

http://fastlane.gmblogs.com/

• Understands its niche – for those interested in car design

• Uses multiple bloggers for variety, freshness

• Clean, simple design

• Attracts strong feedback


Sun Microsystem’s CEO Blog


Jonathan Schwartz of Sun

http://blogs.sun.com/jonathan/

Again, appealing to a niche market raises chances of success

• Schwartz has a celebrity that gives the blog higher profile

• His August post on Java received 343 comments. This represents just a small fraction of readers

• Simplistic design


Direct2Dell Blog


Dell’s Success With Blogs

http://direct2dell.com/

• Useful in diffusing bad battery recall 2 years ago

• Softened criticism of Buzzmachine’s Jeff Jarvis, anti-Dell blogger

• Promotes and explains products, receives thoughtful feedback

• Related links scattered throughout blogs


Successful Small Business Blog


She Has Multi-Faceted Approach

• Business web site lists projects, blogs, podcasts

• http://www.newdemographic.com/our-projects/

• She serves a hot niche market with blogs such as Anti-Racist Parent, Race in the Workplace and Addicted to Race

• Her site lists many media appearances and hits

• Simple design


Her Perfect Use of Video, Podcasts


Well-Done Niche Blogs

http://blog.wellsfargo.com/StudentLoanDown/

About finding money for college tuition. Good information, graphics, but snares few comments. Is it still a success?


Are 3 Comment Niche Blogs Worth It?

If content is terrific, is there another way to get it viewed, via email, the home page?

http://www.zillowblog.com/


Poorly-Done Niche Blog

http://csr.blogs.mcdonalds.com/default.asp

McDonalds VP for corporate social responsibility….. very “I” oriented, so where is the benefit for reader?


Successful Site That Uses All Tools

http://techrepublic.com.com/5258-12841-0.html

Email blast promises great tips for Microsoft users – how-to information, software information. Leads you to web site, downloads, blogs


Is It a Blog, Column or Podcast?

http://blogs.nature.com/news/blog/columns/

Don’t get hung up on nomenclature, but don’t confuse users. This blog URL takes you to podcasts, but lists blogs as columns


What Makes a Popular Blog?

• Technorati searches blogs, also tracks popular ones

• Tracks by Most Favorited and Most Linked to

http://technorati.com/pop/blogs/


Ready to Jump? What’s Next?

• Does your market already read blogs? Ask them. See if they want information, amusement, etc.

• One person vs. team blog

• Can you handle the rigid blog format or try an alternative – occasional “columns” on your web page

• Placing the blog (or blog promo) on your home page increases readership chances


Other Important Issues

• Blogging Guidelines – See IBM & Others

• http://smokey.rhs.com/web/ibm/hhbg2ib.nsf/web/guidelines.html

• Host it yourself versus blogging host? See comparison below

• http://ezinearticles.com/?Comparing-Free-Blogging-Software&id=41365

• Use technical expertise to tag it, expose it via search engines, links, etc.


A Few Words on Video

• YouTube has changed the equation, business is now appearing -- Coke

• If an amateur 15-year old girl can produce a video snaring 500,000 views, can you?

• Remember, video can be downloaded by others, so it never disappears

• Good quality video will never hurt, poor quality can be campy, cool or disastrous

• Do talking heads work? Not always


Finding Examples of Biz Video

YouTube, of course, but also

www.podscope.com


Finding Examples of Biz Video

www.everyzing.com


How Dell Uses Videos in Blogs

http://direct2dell.com/one2one/archive/category/1015.aspx

70 videos to watch on blog site

• Not just talking heads

• Mostly product info, with some conference interviews on site


Don’t Get Fenced In by Tools

• If a blog is too demanding, use some if its strengths another way

• For example: Warm, personal writing also can be created on web sites, without blog strictures. Offer columns, varied authors

• E-Mail newsletters can be effective in creating traffic to your web site


Without Traffic, Your Blog Will Bite Dust

Promote blog widely, use keyword, search engine optimization advisors, tell your email list about it. And always, always solicit feedback from everyone


The Ten Worst Reasons to Start a Business Blog

A Take-Away From LA Communications

See www.lacomm.net to View

“Should You Jump on the Blogwagon?”


If You Plan to Start a Business Blog for Any of the Reasons Below Please

Call Us (856-303-1781) for an Intervention

The Ten Worst Reasons to Start a Business Blog

10. The business web site sucks but your blog about vacation in Indianapolis will rock

.9 Will prepare creative writing muscle to tackle absurd 5-year revenue projections to banker

.8 Perfect place to report “A good time was had by all” at company BYO Beef ‘N Beer

.7 Brownie posts about local cops will ease gripes about crummy $10 donation to FOP/PBA

.6 E-mail deluge from blog readers may outnumber inbox offers for body part enlargers


5. Report blog as new “global outreach” when foreign investors demand their money back

4. Your blog photo will bond you with employees who keep asking your partner who you are

3. Will impress business professor who told class you had “delusions of competence”

4. Use it to plug online side business selling “Skin Spackle” for misplaced body piercing holes

And the very worst reason is ….


Numero Uno

Your snappy new business blog will be a great vehicle for coded

messages telling friends and loved ones to

“Dump the stock NOW!!”


Good Luck, Pardners

Documents

Copyright L.A. Communications 2008 Presented By Lou Antosh President L.A. Communications 856-303-1781 [email protected] Find