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Session on how avoid Blogging Breakdown by Annie Mole at BarCampLondon5 on 28th September 2008 & Social Media Camp London 3rd October 2008 includes figures from Technorati's State of Blogosphere September 2008 Report
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Blogging Break Down& How to avoid it
Annie Mole
london-underground.blogspot.com
www.goingunderground.net
Is this what a blogger looks like?
It’s not just a niche
Blogging Figures from Technorati – State of Blogosphere Report
• The numbers vary but agree that blogs are here to stay
* comScore MediaMetrix (August 2008)
Blogs: 77.7 million unique visitors in the US
Facebook: 41.0 million | MySpace 75.1 million
Total internet audience 188.9 million
* eMarketer (May 2008)
94.1 million US blog readers in 2007 (50% of Internet users)
22.6 million US bloggers in 2007 (12%)
* Universal McCann (March 2008)
184 million worldwide have started a blog | 26.4 US
346 million worldwide read blogs | 60.3 US
77% of active Internet users read blogs
Sept 2008 - http://www.technorati.com/blogging/state-of-the-blogosphere/
How many are there ….. really?
Sept 2008 - http://www.technorati.com/blogging/state-of-the-blogosphere/
Does anyone read them?
So why do we blog?• Show me the money?????
So why do we blog?• Show me the money?????
Technorati – State of Blogosphere 2008http://www.technorati.com/blogging/state-of-the-blogosphere/the-what-and-why-
of-blogging/
So why do we blog?• Self Expression
Technorati – State of Blogosphere 2008http://www.technorati.com/blogging/state-of-the-blogosphere/the-what-and-why-
of-blogging/
So why do we blog?• Professional Reasons
Technorati – State of Blogosphere 2008http://www.technorati.com/blogging/state-of-the-blogosphere/the-what-and-why-
of-blogging/
Under Pressure• Blog for yourself (at
least if no one’s paying you to blog)
• The world won’t end if you don’t blog for a few days
• Quality is usually better than quantity
Under Pressure• Share the load – guest
blogging
Under Pressure• Get readers to do your job for
you
– Lists– Questionnaires– Surveys– Photos of the Day– “Regular” slots
• You have to know your readers really well for this to work
Good Practice for Corporate Blogger Outreach
• Big brands can get it right
• Warning clichéd acronym approaching:
Relevant,
Intimate,
Timely &
Executionable
• Stella got to know the London blogging community & used a variety of communications to promote airship ride
• They understood key influencers and how they liked to be communicated with
Good Practice for Corporate Blogger Outreach
• Big brands can get it right
• Smirnoff London Blogger’s Meet Up
• Hugely personalised – each blogger had a cocktail designed for their blog & themselves
• Pre & post event outreach was relevant & personalised.
• Once again they understood key influencers and how they liked to be communicated with
Corporate Blogs Best Practices & Guidelines
Writing – Collaboration between:
– Executive/staff
– Communications Support
– Guest posts
Blog relations and Monitoring Team
– Screen profane, off-topic postings
– Update new postings
– Comment on third-party blog (s)
– Forward action items arising in blog to appropriate people
– Have a Blog Roll
– Consider using standard blogging software rather than bespoke
Clear Voice
– Deliver a focused message
Tone of Content
– Brief, conversational, personal syntax
Blog Message Content
– No Corporate speak/spin
– Be humble, acknowledging misses earns credibility
– Encourage responses
– Set expectations on frequency of new blog posts
Promotion and Linking
– Link from corporate websites and to influential blogs
– Search Engine Optimize
– Submit to Technorati, blog directories
Update Postings Frequently
– Ideally twice a week
– Give viewers reason to return
– Helps Search Engine rankings
Maintaining the Blog Dialogue
– Engage in the “conversation” by answering selected responses
– Break news on blog
Be Transparent
– Confront criticism
– Expect it and post it
– Respond Appropriately
Plan Ahead
– Create editorial calendar of issues/opportunities for Blog discussions
– Be flexible & Human
Blog Content Dos and Don’ts
MaintenanceSet-up
Blogging Break Down& How to avoid it
Annie Mole
london-underground.blogspot.com
www.goingunderground.net