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Blogs

Blogs. An Introduction to New Media Communication January 31, 2006. What is a blog?. …and why do we care?. Rich Karlgaard. Rich Karlgaard became publisher of Forbes July 1, 1998.

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Blogs

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  1. Blogs An Introduction to New Media Communication January 31, 2006

  2. What is a blog? …and why do we care?

  3. Rich Karlgaard Rich Karlgaard became publisher of Forbes July 1, 1998. He writes a column on new-economy business, appearing in each issue of Forbes. He is based in the company's offices in Burlingame, Calif. Column: Digital Rules

  4. The Numbers Blogpulse.com 1/31/06 Total identified blogs: 21,953,792 New blogs in last 24 hours: 67,526 Blog posts indexed in last 24 hours: 250,004 *BigResearch, 2005

  5. Defining Blogging Blog:describes a collection of technologies for automatically distributing content over the Internet. Similar to once expensive services Distinguishing Characteristics Online diary “Check this out” mentality Governed by social rules Use of links Opinion rich content Niche Simple syndication Chronological How blogs are unique compared to traditional (Print, TV, Radio) media Informal Conversational Low entry cost Minimal barriers Smaller niche audiences Two way communication Common Logos

  6. Why are we interested? • Why Blog? • An extension of a brand or marketing initiative • To establish position as an expert • Participate in two-way communication • Provide an opportunity for networking • To stay on the cutting edge • New characteristics allow for creative opportunities • It’s becoming a “news” medium • Facilitates news gathering • Operation speed • It’s easy, inexpensive, and wildly popular • Potential growth opportunity • Free service for most users • It’s building a social network • Engaging and communicating with users • Creating a dialogue

  7. Blogging for HSR Corporate Blogging Needs a professional touch Blogging should not be taken lightly by companies Can influence corporate image Can move news stories – positive and negative Often a website extension Allows for two-way communication with customers, but can also burn companies if not handled properly Participating is time consuming Researching Monitoring Training Commenting Maintain consistency with messaging Facilitate public interaction Establish policy Employee blogging User posts & control

  8. Corporate Blogging Cymfony’s Marketing Insight Defines principle contributors Maintains transparency Provides commentary GM FastLane Blog Good design Good content Innovator in the ‘sphere IBM: Irving Wladawsky, GameTomorow, Healthnex Personable Good structure One company, multiple strategies Def Perception Panasonic’s Character Blog Initial doubts Lack of a real person Lacks acceptance Microsoft: Scobleizer Lacks professional design Good content-candid about technology giant Northfield Construction Company Hybrid design Lacking blog features

  9. Applications Reading, Searching, Interacting and Creating Blogs

  10. Receiving Feeds & Reading Blogs • Aggregators • Receive Feeds • Free Service • Read Content in One Place • Numerous Options • Web based • Program based • Firefox • Subscriptions • RSS • iTunes

  11. Monitoring the Blogosphere • Intelliseek’s Blogpulse • Top blogs • Top news stories • Top new sources • Trend search & track • Key people • Search directories • Google blog search • Yahoo!blog directory • Technorati • 21.2 million blogs • Tags

  12. Interacting with Bloggers • Do: • Read their blog • Write conversationally and be personable • Connect to their blog and entries. • Be upfront • Be genuine and honest • Learn the blogosphere • Provide information and links • Don’t: • Blindly pitch • Mass mail or blast • Hide your intentions • Spin • REMEMBER: blogs are generally informal, dynamic, and there is little “cost” to add more content

  13. Blog Hazards • Tips and tricks to maintain a safe blogging experience • Be Transparent • Research the Blogosphere • Maintain consistency • Participate in the Blogosphere • Do not remove or manipulate negative comments • Don’t “Pull a Bacon’s” • Blasted email/survey • Poorly constructed and rather familiar survey • Did not respond in a timely manner • Did not provide intentions • Tried to spin rather than admit fault • Publicly criticized every step of the way “Oh, and hurry. I and every other PR blogger you sent this train wreck to can put "Bacon Blog Survey" at the top of Google tomorrow, in the worst way.” - Allen Jenkins

  14. Participating as a Blogger Do: Research the Blogosphere Maintain a purpose & message Set goals Match the message with the voice and approach Define guidelines Train participants Maintain a schedule Be realistic Respond & participate Continue monitoring the blogosphere Don’t: Brochures are not blogs Try to keep it quiet Underestimate your listeners Be afraid to experiment Expect a mass following Writing should: Match the message with the voice and approach Explain process Be personal & informal Be transparent

  15. Examples & Resources Ideas, Tools and Links to get you started

  16. CT Legal Blog Case Study • CT wants a blog • Minimal knowledge • Needed direction and ideas • Developed best practices • Provided step-by-step guidelines • Examples from preliminary research • Developed key questions • Defined potential roles • Provided avenues for agency assistance in the process and planning

  17. Client Application Examples CT Legal network Contributors Makino Process films Internal communication Eclipse Magazine content RSS delivery Target market lifestyle blog Contech Custom publication content Internally to connect various companies

  18. Useful Links, Articles, Posts • Blogs • news.com; Study: CEO's find blogs useful • Kevin Dugan; Research: Blogs are hurting B2B Publishers • B.L. Ochman's Blog;Clueless Ketchum PR Ignites Global PR Week Controversy • Edelman;Survey Results • Steve Rubel;Ten Technorati Hacks (search tips) • Steve Rubel;The Mother of All Blog Search Tools • Business Blog Wire;50 Writing Tips for the Corporate Blogger • Blogs and Advertising • Online Media Daily;Do Blog Ads Create Buzz? Execs Weigh In • Blogs and Business • BusinessWeek Online; Blogs will change your business • Kevin Dugan;Walmart's Blog is Working • Business Blog Wire;Is Corporate Blogging Enjoying its Adolescence? • Business Blog Wire;Do Fortune 500 Companies Really Care about Blogs • TheNewPR Wiki;Corporate Blog list • Blogs and PR • RockyMountainNews.com;Web experts say blogs are the future of PR • Marketing • Steve Rubel; Here Rests The Focus Group • Media Relations • Kevin Dugan;The Lifecycle of a Media Relations Pitch

  19. Additional Resources • www.blogpulse.com • www.wikipedia.com • www.sncr.org • www.technorati.com • www.digg.com • www.newsgator.com • http://www.globalprblogweek.com/

  20. Questions? Are you ready to be a blogger?

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