2. What are we going to do?
• Insight:
– What are blogs and Blogosphere
– Some does and donts
– Blogging Styles
• Practical:
– Think about a blog, strategy and content
Building Relationships Through Blogging
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4. Why use Blogs?
• Keep an audience informed
• Mobilise and energise a community
• Reach out to stakeholders
• Forum for debate
• Resources of information
• Hubs to connect to other social media
Building Relationships Through Blogging
Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction
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6. What are blogs?
• Name comes from ‘web log’
• Wordpress, Blogger, Moveable Type
• Squidoo, Hubpages (self publishing)
• ‘Blogosphere’
Building Relationships Through Blogging
Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction
www.directdigitalresponse.com
9. Key Features About Blogs
• Turnkey publishing platform
– Text, video, photos, sound
• ‘Push’ concept:
– Content automatically is syndicated to readers and the web e.g. search
engines
• Conversation and Participation:
– Comments and trackbacks (links to blog)
– Polls, interactivity
– feedburner
• SEO friendly:
– Keywords, regularly changing content, search engine spiders like them
• Metrics:
– Provide lots of interesting data
Building Relationships Through Blogging
Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction
www.directdigitalresponse.com
10. Do and Don’ts Of Blogging
• DO:
– Know your strategy
– Know your audience
– Engage with appropriate blogging style
– Post regularly and split posts up aka the “arabian night
method”
– Use plugins .. Twitter feed, latest comments,
bookmarking etc
– Use keywords and tags
– Have a RSS feed and optin box
Building Relationships Through Blogging
Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction
www.directdigitalresponse.com
11. Do and Donts Of Blogging
• DON’T:
– Leave spam or random negative posts online
– Break character or be anonymous
– stop
Building Relationships Through Blogging
Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction
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13. How Can You Use A Blog
• Events
• Features
• Polls
• Facts
• Press releases
• Stories .. Human interest etc
• Opinions, feedback, responses < important
Building Relationships Through Blogging
Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction
www.directdigitalresponse.com
16. Blogging Styles
• Different styles require different periods of
update
• Styles will also influence comments and
trackbacks
• Some styles are easy, others are quite hard
• 5 suggested styles ….
Building Relationships Through Blogging
Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction
www.directdigitalresponse.com
17. Expert Insights….
• Topic … PR, cats, football, nightlife
• Writer shares insight, original ideas,
commentary, trends
• Quite difficult
– Mashable
– Problogger
• Daily blog posts
• Generates good buzz
Building Relationships Through Blogging
Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction
www.directdigitalresponse.com
18.
19. Breaking News …
• Announcement and news not found anywhere
else
• Being first matters
• Frequent daily posting
• Generates lots of buzz
• Hard to maintain
– Engadget.com
Building Relationships Through Blogging
Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction
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20.
21. Me Too Blogging …
• Select a topic that’s already being talked
about
• News item that’s currently popular
• 2 or 3 days a week
• Regular readers may share comments
• Not too hard
– Mark Borkowski
Building Relationships Through Blogging
Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction
www.directdigitalresponse.com
22.
23. Evangelist Blogging
• Passionate postings showing affinity, support
for a cause, organization, product, individual
etc
• Inspire and inform
• Daily
• Can create buzz, have viral power
• Medium difficulty
Building Relationships Through Blogging
Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction
www.directdigitalresponse.com
24.
25. Top Ten Favourite Lists Blogging
• Popular and effective method
• Top ten things
• Best, favourite etc etc
• Good for bookmarking and reading later
• Viral
• Need to be done daily
• Create good buzz
• Not too difficult
Building Relationships Through Blogging
Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction
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27. Tell Your Story
• The before and after
• The discovery story
• The telling secrets story
• The third person testimonial
• The Us vs Them Saga
Building Relationships Through Blogging
Copyright. All rights reserved. The Moo Group 2001 – 2011 An Introduction
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28. Summary
• Tell stories
• Listen
• Understand who your audience is
• Communicate and build a relationship
• Measure
Building Relationships Through Blogging
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29. Workshop Activity
Building Relationships Through Blogging
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