Business Blogging notes from PRSA & SPRC presentation
October 9, 2006 at 10:53 AM
First: the slides.
Second: The outline
5 reasons to blog
- Creates a human connection - business is about people
- Helps spread marketing buzz - easy to spread on the Internet - take advantage!
- It helps search engine users find you
- It allows you to own (not control!) the conversation about you
- It positions you as an expert in your industry
5 ways to royally screw it up
- Let it become managed by you as PR professionals (it must have an authentic voice - that can not be faked. It also has to be fast, if you're vetting/polishing, it won't be).
- Use it as a promotional tool (don't endlessly promote yourself - remember, this isn't an advertisement, nor a captive audience)
- Be boring (have the CEO or similarly passionate and knowledgeable person do the blogging, not a hired PR gun)
- Have a high noise to signal ratio (stay on topic, every post counts)
- Be selfish (be generous and honest)
5 tips for getting started
- Use TypePad (link) (cheap, easy, excellent).
- Integrate it into your web site
- Get a head start (spend a month or 2 blogging before you launch - gives you time to practice, find voice, plus first visitors have something to read.)
- Read and study other blogs (helps you be a better blogger - see Technorati 100 - these are the most popular blogs, figure out why).
- Be patient (building a successful blog takes time, don't give up!)
Third: Notes that didn't make it into the presentation
Links of some (big name) business blogs:
- Mark Cuban (brilliant, ace blogger): http://www.blogmaverick.com/
- GM: http://fastlane.gmblogs.com/
- Microsoft (they have thousands, here's an internal one started by Robert Scoble, whom I mentioned): http://channel9.msdn.com/
- Sun: http://blogs.sun.com/
- Google: http://googleblog.blogspot.com/
- GoDaddy's President, Bob Parsons: http://www.bobparsons.com/
Must read books (in order or importance):
- Seth Godin: Unleashing the Ideavirus
- Ben McConnell and Jackie Huba: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
- Seth Godin: Purple Cow: Transform Your Business by Being Remarkable
- Malcolm Gladwell: The Tipping Point: How Little Things Can Make a Big Difference
Additional helpful links:
- www.cluetrain.org - Welcome to the new world. This sets bar.
- Technorati blog growth report
- Think your company can't do it? Top ways to defend the status quo.
- Robert Scoble (rock star blogger I mentioned who use to blog for Microsoft) his Corporate Weblog Manifesto.
- Technorati: http://www.technorati.com/
- Bloglines: use this to follow your favorite blogs via RSS feed
5 Bonus Tips - How to pitch to bloggers:
- Help them help their audience
- Help them look like an expert, and insider, a bigshot
- Don't make it hard (spoon feed it to them)
- Don't be "slick" - the backbone of blogging is authenticity, compromise this and you'll be ignored or (worse) reviled.
- Be moderately persistent. Bloggers have busy lives too - a second, final, friendly follow-up reminder - if you've obeyed 1-4 above - is fine.
If you have any questions or would like me to help your organization get started with blogging, drop me a line.
Note: slide deck css shamelessly stolen (then tweaked) from Jeremy Keith