Starting a Dialogue with Your Market: 8 Steps to Establishing a Successful Corporate Blog

Karen O’Brien Crimson Consulting Partner, Interactive Services Oct 11th, 2007 Starting a Dialogue with Your Market: 8 Steps to Establishing a Successful Corporate Blog

Agenda ,[object Object],[object Object],[object Object],[object Object]

Elements of Web 2.0 Apply to Blogs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Who’s Blogging Today? ,[object Object],[object Object],[object Object],[object Object],[object Object]

13% of online consumers publish a blog, 19% comment, 15% use RSS, 33% read blogs

Step 1: Do Your Research ,[object Object],[object Object],[object Object],[object Object],[object Object]

Step 2: Re-Think the Basics Web 1.0 Acquisition Retention Growth Web 2.0 Attract Engage Extend Attract readers to you blog Engage readers in commentary/ discussion Extend your content beyond your website Source: Karen O’Brien, Crimson Consulting 2007

Step 3: Establish Clear Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Organic vs. Engineered Experience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Forrester Research 2006

Step 4: Understand the Commitment ,[object Object],[object Object],[object Object],[object Object],[object Object]

Step 5: Choose the Right Type of Blog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Employee Blogs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Executive Blogs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Being transparent in blogs builds trust for a company

Product Blogs GM’s Fastlane Blog ,[object Object],[object Object],[object Object],[object Object]

Issue Blogs ,[object Object],[object Object],[object Object],[object Object]

Thought Leadership Blogs ,[object Object],[object Object],[object Object],[object Object],[object Object]

Character Blogs ,[object Object],[object Object],[object Object],[object Object],[object Object]

Community Blogs ,[object Object],[object Object],[object Object],[object Object],[object Object]

Setting A Blog Culture is Strategic Source: 2005 BACKBONEMEDIA INC.

Step 6: Start Blogging! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Step 7: Promote Your Blog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Step 8: Measure Your Success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Understanding the Influencer ,[object Object],[object Object],[object Object],Source: Buzz Logic 2007

Why Marketers Should Care About Blogs ,[object Object],[object Object],[object Object]

Thank you! For more information, contact: Karen O’Brien Partner, Interactive Services Crimson Consulting Group [email_address] Tel: 415.720.6859 Email: [email_address] Website: www.crimson-consulting.com Blog: www.webstrategyblog.com

Starting a Dialogue with Your Market: 8 Steps to Establishing a Successful Corporate Blog

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Starting a Dialogue with Your Market: 8 Steps to Establishing a Successful Corporate Blog