An overview of blogging and how it can be integrated into PR practice

2. Blog Basics - What is a blog? Conversations - How we monitor them Case Studies - How business is using blogs Other things to consider What are we talking about?

5. The Structure of a Corporate blog

6. What IS the blogosphere ?

7. It is everyday people like YOU and ME

8. Stakeholder Influence Analysis Who are the people with influence or that shape the opinions of others? So how do you find the people and topics that matter? Buzz Monitoring & Reporting What is the sentiment of conversations? How is it changing? Net Promoters Index Take a particular topic and extract the positive comments from the negative ones

9. Stakeholder Influence Analysis

10. Stakeholder Influence Analysis

11. Net Promoters Index

12. Net Promoters Index

13. Buzz Monitoring & Reporting

14. Live Buzz - Biggest Topics

15. Live Buzz - Fastest Growing Topics

16. Live Buzz - Most Popular Sites

17. Jeff Jarvis vs Dell

18. Jeff Jarvis vs Dell

19. Jeff Jarvis vs Dell

20. Jeff Jarvis vs Dell

21. Jeff Jarvis vs Dell

22. DellOutlet - Twitter

23. General Motors - Fast Lane Blog

24. General Motors - Cadillac Drivers’ Log

25. General Motors - FYI Blog

26. Build communities around your business

27. Build communities around your business

28. Integration into a wider campaign

29. Publicise/Promote/Blog about events Internetworld website Internetworld blog

30. Publicise/Promote/Blog about events

31. An accompaniment to e-commerce

32. Demonstrate thought leadership Savile Row Tailor Sheet Metal Company

33. Engage with brand champions

34. Crisis Management McDonalds Beef Hoax Delta Airlines Security Complaints

36. Tone of voice Formal, friendly, colloquial Content entry and SEO Tag number and naming, linking, images, keyword density, post length Blog type Retail, Customer Service, Thought-Leadership/Innovation, Sales Blog management (a) Define structure: Admins, authors, contributors, approval process Other factors to consider

37. Moderation Who and how are you going to manage the conversation? Blogger Outreach How are you going to engage with influencers and who is going to do it? Legal Lay solid foundations for a safe blogging environment. Let everyone know where they stand. Other factors to consider Blog management (b) How often, when, who, coordination with other channels

38. How to Promote your business blog Tags Social Bookmarking Blog and RSS feed directories Pinging

39. How to Promote your business blog Claim your blog with Technorati Post with Tags Comment and trackback