SlideShare una empresa de Scribd logo
1 de 35
 
The Corporate Blogging Book Absolutely Everything You Need to Know To Get it Right  AUTHOR: Debbie Weil PUBLISHER:  Penguin Group (USA)  DATE OF PUBLICATION:  August 2006 240 pages
THE BIG IDEA Imagine  a focus group, a viral marketing campaign, and your own news station all rolled into one . Now combine that with a  low-cost, easy-to-use, always-on Web site . That’s what effective corporate blogging is all about.  Business blogging used to be ideal for free agents and entrepreneurs who needed a cheap way to get their message out.  But now, even the big guys are tapping its amazing powers too.  The world is entering a new age of corporate communications, and blogs are  a very effective and budget-friendly way of communicating  with customers, employees, the media, and other key constituencies.
WHY YOU NEED THIS BOOK This indispensable guide will provide you with a clear overview of what blogging is and  how it can help you run your business more effectively .  It provides tools, ideas, and a plan for understanding and getting involved with blogging.  Author Debbie Weil explains how to create a blog that's engaging, smart, and likely to grow an audience.  She strips away the technical jargon and shows you exactly what your customer needs from your blog  and  urges you to confront any fear of blogging  that might be holding you back from exploiting it. This book will teach you what works and what doesn't  – as well as why creating and maintaining a good blog is worth the effort.
TOP TWENTY QUESTIONS ABOUT CORPORATE BLOGGING Let’s begin with the facts and the FAQs. Here are some of the top twenty questions and answers regarding blogs and blogging: WHAT IS CORPORATE BLOGGING? A blog, short for “Web log”, is an easy-to-publish web site that’s written in an informal, conversational style.  However, it can be pushed further than that and can be used as a marketing communications channel.  Corporate blogging is the application of such a blog; it’s a  communications and marketing channel that connects its owner to a noisy, ragged, global conversation – the blogosphere.
TOP TWENTY QUESTIONS ABOUT CORPORATE BLOGGING Corporate blogs can be sanctioned, even encouraged, by bosses and contributed to by individual employees,  or managed, formally, by the corporate communications department. THE BLOGO-WHAT?? The  blogosphere . It’s a big, loud place that’s the universe of blogs. It’s  “the virtual realm of blogdom as a whole,”  as the New York Times calls it. It is often called a collective conversation.  Think of it as  a community where information, links, opinions, videos, audio files, photos, and other forms of media are easily and frequently shared , where elaboration can be offered, disagreements can be aired, and comments can be posted.
TOP TWENTY QUESTIONS ABOUT CORPORATE BLOGGING WHY HAS BLOGGING ATTRACTED SO MUCH ATTENTION? The media blitz is one reason. But the buzz is built around three things: scale, speed and impact. SCALE.  The explosion in the number of blogs is mind-boggling. When Technorati launched in November 2002, it counted just under 13,000 blogs. Exactly three years later, in November 2005, the online service was tracking over 20 million blogs. SPEED.  Blogs are instant and always-on and accessible anytime, anyplace, through any Internet-connected device.  Someone is always “listening”. IMPACT.  Blogging began a decade ago as an online outlet for personal musings.  Now, everyone can be a journalist or a reporter.  Citizen journalism has become a reality thanks to blogs.
TOP TWENTY QUESTIONS ABOUT CORPORATE BLOGGING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TOP TWENTY QUESTIONS ABOUT CORPORATE BLOGGING ,[object Object],[object Object],[object Object],[object Object]
TOP TWENTY QUESTIONS ABOUT CORPORATE BLOGGING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TOP TWENTY QUESTIONS ABOUT CORPORATE BLOGGING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TOP TWENTY QUESTIONS ABOUT CORPORATE BLOGGING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TOP TWENTY QUESTIONS ABOUT CORPORATE BLOGGING How much time does it take to write and maintain a blog? (Continued) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TOP TWENTY QUESTIONS ABOUT CORPORATE BLOGGING ,[object Object],[object Object],[object Object],[object Object],[object Object]
TOP TWENTY QUESTIONS ABOUT CORPORATE BLOGGING So Really, What’s The Point? (continued) ,[object Object],[object Object]
A QUICK ROMP THROUGH THE CORPORATE BLOGOSPHERE In August 1999, along came Blogger.com, a free blogging service. Anyone who wanted to could start a blog in minutes. Between 2002 and 2005, the number of blogs skyrocketed from thousands to millions.  The idea of an online journal was intoxicating.  So how did this phenomenon cross over to the business world? With the thousands of techies and entrepreneurs immersed in the dot-com boom back then,  the line between “personal” and “professional” was blurred.   In addition,  the Internet itself has become increasingly accessible since then , through cellphones, Wi-Fi and other technologies. Also,  mainstream media began treating corporate blogging as a news source in itself.
A QUICK ROMP THROUGH THE CORPORATE BLOGOSPHERE ,[object Object],[object Object],[object Object],[object Object],[object Object]
A QUICK ROMP THROUGH THE CORPORATE BLOGOSPHERE Corporate Blogs’ Categories (continued) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CONFRONT THE FEAR OF BLOGGING You have to be willing to try something new and be an  innovator , in a word.  Blogging is part of the new wave of technologies that is transforming the Internet into a more user-friendly place. On the next slide is a chart showing the  major fears  that hold people back from taking advantage of blogs, as well as facts to counter each of these fears.
CONFRONTING FEAR OF BLOGGING Studying what other companies are doing  with public-facing blogs may be the best way to combat your fears and learn how to use the speed and reach of blogging to your advantage.
A BAKER’S DOZEN: 12 PLUS 1 WAYS TO USE A CORPORATE BLOG ,[object Object],[object Object],[object Object],[object Object]
A BAKER’S DOZEN: 12 PLUS 1 WAYS TO USE A CORPORATE BLOG ,[object Object],[object Object],[object Object],[object Object]
A BAKER’S DOZEN: 12 PLUS 1 WAYS TO USE A CORPORATE BLOG Ways to Use a Corporate Blog (part 3) ,[object Object],[object Object],[object Object],[object Object]
A BAKER’S DOZEN: 12 PLUS 1 WAYS TO USE A CORPORATE BLOG Ways to Use a Corporate Blog (part   4) ,[object Object],[object Object],[object Object]
THE NEW ROI IS ROB (RETURN ON BLOG) What’s in instead of ROI (Return on Investment) is ROB (Return on Blog). It’s all about  connections, conversations, discovery, information, word-of-mouse, leverage, amplification, and efficiencies.  If you move fast, you’ll reap first-mover advantage.  Yes, there is an ROB that is measurable.  The obvious metric of success for corporate blogs is search engine results. Another is WOMM (Word-of-Mouth Marketing).  This is a popular new marketing metric that’s getting more and more attention.  As Pete Blackshaw, chief marketing officer of market research from Nielsen BuzzMetrics put it: “Blogging is putting WOMM on steroids.” Ultimately,  the satisfaction of the person writing the blog, whether he or she’s a CEO or a small businessperson, is what determines the success – and staying power – of a blog.
BLOGGING TOOLS AND TECHNOLOGY ,[object Object],[object Object],[object Object]
BLOGGING TOOLS AND TECHNOLOGY Blogging Tools and Technology (continued) ,[object Object],[object Object],Check in with your geek friends  on what the latest cool online tools are  and  ask your techie colleagues to explain all the things you need to know .
TOP TEN TIPS TO WRITE AN EFFECTIVE BUSINESS BLOG ,[object Object],[object Object],[object Object]
TOP TEN TIPS TO WRITE AN EFFECTIVE BUSINESS BLOG Top Ten Tips to Write a Business Blog (continued) ,[object Object],[object Object],[object Object],[object Object]
TOP TEN TIPS TO WRITE AN EFFECTIVE BUSINESS BLOG Top Ten Tips to Write a Business Blog (continued) ,[object Object],[object Object],[object Object],[object Object]
ANATOMY OF A BLOG Here are two charts that display blogs’ components – this first one shows their  basic features, or their bare bones …
ANATOMY OF A BLOG …  and this second one showcases some  additional features , the addition of which depends entirely on the desire and/or discretion of the blogger.
WHAT’S NEXT? So what does the future hold for corporate blogging?  Corporate blogs will stake out their own corner of blogdom.  They will define a slice of the blogosphere  where the rules, perhaps, are a bit more forgiving and where edginess isn’t the most important feature.  The blogosphere that counts  – the one you need to concern yourself with as a businessperson –  is the collection of influential blogs that talk back and forth to one another, creating the biggest global echo chamber people have ever known. The echo effect is the key . The instant amplification of the blogosphere – which happens when the influential bloggers are listening and their ears prick up – can’t be stressed enough.  Use it to your advantage. Get inside this global echo chamber.
IT’S NOT ABOUT BEING COOL Lastly, blogging isn’t about being cool.  It’s about where everyone is going – online.  This is where your customers will be soon, if they’re not there already.  The story of corporate blogging is still unfolding. Go make it happen. Have fun. Life is short. It’s also messy and wonderful. Like blogging itself!
BusinessSummaries.com is a business book Summaries service.  Every week, it sends out to subscribers a 9- to 12-page summary of a best-selling business book chosen from among the hundreds of books printed out in the United States.  For more information, please go to  http://www.bizsum.com. ABOUT BUSINESSSUMMARIES

Más contenido relacionado

La actualidad más candente

New distributor track
New distributor trackNew distributor track
New distributor trackDon Mennig
 
Engage, Grow, Monetize with your Blog's Secret Weapon
Engage, Grow, Monetize with your Blog's Secret WeaponEngage, Grow, Monetize with your Blog's Secret Weapon
Engage, Grow, Monetize with your Blog's Secret WeaponPhil Hollows
 
Multimedia Guide - How To Increase Traffic With Social Media
Multimedia Guide - How To Increase Traffic With Social MediaMultimedia Guide - How To Increase Traffic With Social Media
Multimedia Guide - How To Increase Traffic With Social MediaIlya Bilbao
 
Learn how to make money online as an affiliate
Learn how to make money online as an affiliateLearn how to make money online as an affiliate
Learn how to make money online as an affiliateRaviP58
 
Top affiliate tactics
Top affiliate tacticsTop affiliate tactics
Top affiliate tacticsTayJuichuan
 
Top affiliate tactics
Top affiliate tacticsTop affiliate tactics
Top affiliate tacticsbgkkumar
 
Top affiliate tactics new
Top affiliate tactics newTop affiliate tactics new
Top affiliate tactics newomozuafoOyinbo1
 
Social media as part of your marketing mix
Social media as part of your marketing mixSocial media as part of your marketing mix
Social media as part of your marketing mixEva Simon
 
Personal branding for freshers
Personal branding for freshersPersonal branding for freshers
Personal branding for freshersTahar Harkat
 
Small business man
Small business manSmall business man
Small business manepaqgz
 
Final dbl sales of traditional mktg oct 1 12 update dfcf
Final dbl sales of traditional mktg oct 1 12 update dfcfFinal dbl sales of traditional mktg oct 1 12 update dfcf
Final dbl sales of traditional mktg oct 1 12 update dfcfChris
 
Failproof Guide to Brand Building Your Blog
Failproof Guide to Brand Building Your BlogFailproof Guide to Brand Building Your Blog
Failproof Guide to Brand Building Your BlogFiverr
 

La actualidad más candente (20)

New distributor track
New distributor trackNew distributor track
New distributor track
 
Engage, Grow, Monetize with your Blog's Secret Weapon
Engage, Grow, Monetize with your Blog's Secret WeaponEngage, Grow, Monetize with your Blog's Secret Weapon
Engage, Grow, Monetize with your Blog's Secret Weapon
 
Multimedia Guide - How To Increase Traffic With Social Media
Multimedia Guide - How To Increase Traffic With Social MediaMultimedia Guide - How To Increase Traffic With Social Media
Multimedia Guide - How To Increase Traffic With Social Media
 
Learn how to make money online as an affiliate
Learn how to make money online as an affiliateLearn how to make money online as an affiliate
Learn how to make money online as an affiliate
 
Top affiliate tactics
Top affiliate tacticsTop affiliate tactics
Top affiliate tactics
 
12 minutes affilate
12 minutes affilate 12 minutes affilate
12 minutes affilate
 
Top affiliate tactics
Top affiliate tacticsTop affiliate tactics
Top affiliate tactics
 
Top affiliate tactics
Top affiliate tacticsTop affiliate tactics
Top affiliate tactics
 
Top affiliate tactics
Top affiliate tacticsTop affiliate tactics
Top affiliate tactics
 
20 successful linkedin messages
20 successful linkedin messages20 successful linkedin messages
20 successful linkedin messages
 
Social media overview
Social media overviewSocial media overview
Social media overview
 
Top affiliate tactics new
Top affiliate tactics newTop affiliate tactics new
Top affiliate tactics new
 
Social media as part of your marketing mix
Social media as part of your marketing mixSocial media as part of your marketing mix
Social media as part of your marketing mix
 
Top affiliate tactics
Top affiliate tacticsTop affiliate tactics
Top affiliate tactics
 
Personal branding for freshers
Personal branding for freshersPersonal branding for freshers
Personal branding for freshers
 
Women In Blogging
Women In BloggingWomen In Blogging
Women In Blogging
 
Small business man
Small business manSmall business man
Small business man
 
Top affiliate tactics
Top affiliate tacticsTop affiliate tactics
Top affiliate tactics
 
Final dbl sales of traditional mktg oct 1 12 update dfcf
Final dbl sales of traditional mktg oct 1 12 update dfcfFinal dbl sales of traditional mktg oct 1 12 update dfcf
Final dbl sales of traditional mktg oct 1 12 update dfcf
 
Failproof Guide to Brand Building Your Blog
Failproof Guide to Brand Building Your BlogFailproof Guide to Brand Building Your Blog
Failproof Guide to Brand Building Your Blog
 

Destacado

Inside thegurumind richardbranson
Inside thegurumind richardbransonInside thegurumind richardbranson
Inside thegurumind richardbransonRichard Go
 
Insiders guidetotimemanagement
Insiders guidetotimemanagementInsiders guidetotimemanagement
Insiders guidetotimemanagementRichard Go
 
Millionaire Mind Series
Millionaire Mind SeriesMillionaire Mind Series
Millionaire Mind SeriesRichard Go
 
Profit Plan 092010
Profit Plan 092010Profit Plan 092010
Profit Plan 092010Richard Go
 
Wikis In School Libraries
Wikis In School LibrariesWikis In School Libraries
Wikis In School LibrariesDana Dukic
 
Beyond blogs and wikis: more web 2.0 tools for libraries
Beyond blogs and wikis: more web 2.0 tools for librariesBeyond blogs and wikis: more web 2.0 tools for libraries
Beyond blogs and wikis: more web 2.0 tools for librariesMichelle McLean
 

Destacado (7)

Inside thegurumind richardbranson
Inside thegurumind richardbransonInside thegurumind richardbranson
Inside thegurumind richardbranson
 
Insiders guidetotimemanagement
Insiders guidetotimemanagementInsiders guidetotimemanagement
Insiders guidetotimemanagement
 
Millionaire Mind Series
Millionaire Mind SeriesMillionaire Mind Series
Millionaire Mind Series
 
Profit Plan 092010
Profit Plan 092010Profit Plan 092010
Profit Plan 092010
 
Viral change
Viral changeViral change
Viral change
 
Wikis In School Libraries
Wikis In School LibrariesWikis In School Libraries
Wikis In School Libraries
 
Beyond blogs and wikis: more web 2.0 tools for libraries
Beyond blogs and wikis: more web 2.0 tools for librariesBeyond blogs and wikis: more web 2.0 tools for libraries
Beyond blogs and wikis: more web 2.0 tools for libraries
 

Similar a The corporate blogging book

Corporate Blogging D I G I Corp
Corporate  Blogging  D I G I CorpCorporate  Blogging  D I G I Corp
Corporate Blogging D I G I CorpAbhishek Desai
 
Introduction to Corporate Blogging - WATConsult.com
Introduction to Corporate Blogging - WATConsult.comIntroduction to Corporate Blogging - WATConsult.com
Introduction to Corporate Blogging - WATConsult.comRajiv Dingra
 
Hubspot blogging nov17
Hubspot blogging nov17Hubspot blogging nov17
Hubspot blogging nov17Marketingfacts
 
Better Business Blogging 2011
Better Business Blogging 2011Better Business Blogging 2011
Better Business Blogging 2011Digital Pymes
 
Hubspot better business_blogging_in2011
Hubspot better business_blogging_in2011Hubspot better business_blogging_in2011
Hubspot better business_blogging_in2011khibinite
 
Significance of Internet social media to traditional companies
Significance of Internet social media to traditional companiesSignificance of Internet social media to traditional companies
Significance of Internet social media to traditional companiesRajiv Dingra
 
B2B Blogging: Beyond the Basics
B2B Blogging: Beyond the BasicsB2B Blogging: Beyond the Basics
B2B Blogging: Beyond the BasicsMLT Creative
 
An Introduction to Business Blogging
An Introduction to Business BloggingAn Introduction to Business Blogging
An Introduction to Business BloggingClearPivot
 
blogging.pdf
blogging.pdfblogging.pdf
blogging.pdfshehan9
 
Ec10 learning track 6.3 blogging for business
Ec10 learning track 6.3 blogging for businessEc10 learning track 6.3 blogging for business
Ec10 learning track 6.3 blogging for businessWILLSON FILIPATALI
 
Invasion of the Blogs: Is a blog right for your business
Invasion of the Blogs: Is a blog right for your businessInvasion of the Blogs: Is a blog right for your business
Invasion of the Blogs: Is a blog right for your businessfactsone1
 
Blogging 101 - Research-Plan-Engage-Measure
Blogging 101 - Research-Plan-Engage-MeasureBlogging 101 - Research-Plan-Engage-Measure
Blogging 101 - Research-Plan-Engage-MeasureBill Chamberlin
 
The Ultimate Guide to Corporate Blogging
The Ultimate Guide to Corporate BloggingThe Ultimate Guide to Corporate Blogging
The Ultimate Guide to Corporate BloggingOpenView
 
Beginners Blogging Chamber
Beginners Blogging   ChamberBeginners Blogging   Chamber
Beginners Blogging Chambercostigaj
 
To Blog Or Not to Blog
To Blog Or Not to BlogTo Blog Or Not to Blog
To Blog Or Not to Blogmy easel
 

Similar a The corporate blogging book (20)

Corporate Blogging D I G I Corp
Corporate  Blogging  D I G I CorpCorporate  Blogging  D I G I Corp
Corporate Blogging D I G I Corp
 
Introduction to Corporate Blogging - WATConsult.com
Introduction to Corporate Blogging - WATConsult.comIntroduction to Corporate Blogging - WATConsult.com
Introduction to Corporate Blogging - WATConsult.com
 
Hubspot blogging nov17
Hubspot blogging nov17Hubspot blogging nov17
Hubspot blogging nov17
 
Better Business Blogging 2011
Better Business Blogging 2011Better Business Blogging 2011
Better Business Blogging 2011
 
Hubspot better business_blogging_in2011
Hubspot better business_blogging_in2011Hubspot better business_blogging_in2011
Hubspot better business_blogging_in2011
 
Hubspot blogging
Hubspot bloggingHubspot blogging
Hubspot blogging
 
Significance of Internet social media to traditional companies
Significance of Internet social media to traditional companiesSignificance of Internet social media to traditional companies
Significance of Internet social media to traditional companies
 
B2B Blogging: Beyond the Basics
B2B Blogging: Beyond the BasicsB2B Blogging: Beyond the Basics
B2B Blogging: Beyond the Basics
 
An Introduction to Business Blogging
An Introduction to Business BloggingAn Introduction to Business Blogging
An Introduction to Business Blogging
 
Blogging As A Business Option
Blogging As A Business OptionBlogging As A Business Option
Blogging As A Business Option
 
Blogging course -1
Blogging course -1Blogging course -1
Blogging course -1
 
blogging.pdf
blogging.pdfblogging.pdf
blogging.pdf
 
Ec10 learning track 6.3 blogging for business
Ec10 learning track 6.3 blogging for businessEc10 learning track 6.3 blogging for business
Ec10 learning track 6.3 blogging for business
 
what is blogging?
what is blogging?what is blogging?
what is blogging?
 
Invasion of the Blogs: Is a blog right for your business
Invasion of the Blogs: Is a blog right for your businessInvasion of the Blogs: Is a blog right for your business
Invasion of the Blogs: Is a blog right for your business
 
Blogging 101 - Research-Plan-Engage-Measure
Blogging 101 - Research-Plan-Engage-MeasureBlogging 101 - Research-Plan-Engage-Measure
Blogging 101 - Research-Plan-Engage-Measure
 
The Ultimate Guide to Corporate Blogging
The Ultimate Guide to Corporate BloggingThe Ultimate Guide to Corporate Blogging
The Ultimate Guide to Corporate Blogging
 
Beginners Blogging Chamber
Beginners Blogging   ChamberBeginners Blogging   Chamber
Beginners Blogging Chamber
 
To Blog Or Not to Blog
To Blog Or Not to BlogTo Blog Or Not to Blog
To Blog Or Not to Blog
 
Cmi ultimate blogging-final
Cmi ultimate blogging-finalCmi ultimate blogging-final
Cmi ultimate blogging-final
 

Más de Richard Go

Exertus client-presentation
Exertus client-presentationExertus client-presentation
Exertus client-presentationRichard Go
 
1 on 1 Presentation Virtual
1 on 1 Presentation Virtual1 on 1 Presentation Virtual
1 on 1 Presentation VirtualRichard Go
 
Master copy Zoom KTP
Master copy  Zoom KTPMaster copy  Zoom KTP
Master copy Zoom KTPRichard Go
 
living_benefits_consumer_presentation
living_benefits_consumer_presentationliving_benefits_consumer_presentation
living_benefits_consumer_presentationRichard Go
 
WSA Portfolio Self Assesment
WSA Portfolio Self AssesmentWSA Portfolio Self Assesment
WSA Portfolio Self AssesmentRichard Go
 
New FES corporate_overview 2015
New FES corporate_overview 2015New FES corporate_overview 2015
New FES corporate_overview 2015Richard Go
 
New FES Credit Restoration Overview 042013
New FES Credit Restoration Overview 042013New FES Credit Restoration Overview 042013
New FES Credit Restoration Overview 042013Richard Go
 
New fes corporate_overview
New fes corporate_overviewNew fes corporate_overview
New fes corporate_overviewRichard Go
 
Business 7 ms fast start
Business   7 ms fast startBusiness   7 ms fast start
Business 7 ms fast startRichard Go
 
Business 7 ms fast start
Business   7 ms fast startBusiness   7 ms fast start
Business 7 ms fast startRichard Go
 
Webmaster Presentation
Webmaster PresentationWebmaster Presentation
Webmaster PresentationRichard Go
 
Think and Grow Rich
Think and Grow RichThink and Grow Rich
Think and Grow RichRichard Go
 
[Pps] the on demand brand
[Pps] the on demand brand[Pps] the on demand brand
[Pps] the on demand brandRichard Go
 
[Pps] the 60 second self-starter
[Pps] the 60 second self-starter[Pps] the 60 second self-starter
[Pps] the 60 second self-starterRichard Go
 
The 21 most powerful minutes in a leaders day
The 21 most powerful minutes in a leaders dayThe 21 most powerful minutes in a leaders day
The 21 most powerful minutes in a leaders dayRichard Go
 
Who moved my cheese
Who moved my cheeseWho moved my cheese
Who moved my cheeseRichard Go
 
The corporate blogging book
The corporate blogging bookThe corporate blogging book
The corporate blogging bookRichard Go
 

Más de Richard Go (20)

Exertus client-presentation
Exertus client-presentationExertus client-presentation
Exertus client-presentation
 
1 on 1 Presentation Virtual
1 on 1 Presentation Virtual1 on 1 Presentation Virtual
1 on 1 Presentation Virtual
 
Master copy Zoom KTP
Master copy  Zoom KTPMaster copy  Zoom KTP
Master copy Zoom KTP
 
living_benefits_consumer_presentation
living_benefits_consumer_presentationliving_benefits_consumer_presentation
living_benefits_consumer_presentation
 
WSA Portfolio Self Assesment
WSA Portfolio Self AssesmentWSA Portfolio Self Assesment
WSA Portfolio Self Assesment
 
New FES corporate_overview 2015
New FES corporate_overview 2015New FES corporate_overview 2015
New FES corporate_overview 2015
 
New FES Credit Restoration Overview 042013
New FES Credit Restoration Overview 042013New FES Credit Restoration Overview 042013
New FES Credit Restoration Overview 042013
 
Ultra score
Ultra scoreUltra score
Ultra score
 
New fes corporate_overview
New fes corporate_overviewNew fes corporate_overview
New fes corporate_overview
 
Cuidades
CuidadesCuidades
Cuidades
 
Insurance 101
Insurance 101Insurance 101
Insurance 101
 
Business 7 ms fast start
Business   7 ms fast startBusiness   7 ms fast start
Business 7 ms fast start
 
Business 7 ms fast start
Business   7 ms fast startBusiness   7 ms fast start
Business 7 ms fast start
 
Webmaster Presentation
Webmaster PresentationWebmaster Presentation
Webmaster Presentation
 
Think and Grow Rich
Think and Grow RichThink and Grow Rich
Think and Grow Rich
 
[Pps] the on demand brand
[Pps] the on demand brand[Pps] the on demand brand
[Pps] the on demand brand
 
[Pps] the 60 second self-starter
[Pps] the 60 second self-starter[Pps] the 60 second self-starter
[Pps] the 60 second self-starter
 
The 21 most powerful minutes in a leaders day
The 21 most powerful minutes in a leaders dayThe 21 most powerful minutes in a leaders day
The 21 most powerful minutes in a leaders day
 
Who moved my cheese
Who moved my cheeseWho moved my cheese
Who moved my cheese
 
The corporate blogging book
The corporate blogging bookThe corporate blogging book
The corporate blogging book
 

The corporate blogging book

  • 1.  
  • 2. The Corporate Blogging Book Absolutely Everything You Need to Know To Get it Right AUTHOR: Debbie Weil PUBLISHER: Penguin Group (USA) DATE OF PUBLICATION: August 2006 240 pages
  • 3. THE BIG IDEA Imagine a focus group, a viral marketing campaign, and your own news station all rolled into one . Now combine that with a low-cost, easy-to-use, always-on Web site . That’s what effective corporate blogging is all about. Business blogging used to be ideal for free agents and entrepreneurs who needed a cheap way to get their message out. But now, even the big guys are tapping its amazing powers too. The world is entering a new age of corporate communications, and blogs are a very effective and budget-friendly way of communicating with customers, employees, the media, and other key constituencies.
  • 4. WHY YOU NEED THIS BOOK This indispensable guide will provide you with a clear overview of what blogging is and how it can help you run your business more effectively . It provides tools, ideas, and a plan for understanding and getting involved with blogging. Author Debbie Weil explains how to create a blog that's engaging, smart, and likely to grow an audience. She strips away the technical jargon and shows you exactly what your customer needs from your blog and urges you to confront any fear of blogging that might be holding you back from exploiting it. This book will teach you what works and what doesn't – as well as why creating and maintaining a good blog is worth the effort.
  • 5. TOP TWENTY QUESTIONS ABOUT CORPORATE BLOGGING Let’s begin with the facts and the FAQs. Here are some of the top twenty questions and answers regarding blogs and blogging: WHAT IS CORPORATE BLOGGING? A blog, short for “Web log”, is an easy-to-publish web site that’s written in an informal, conversational style. However, it can be pushed further than that and can be used as a marketing communications channel. Corporate blogging is the application of such a blog; it’s a communications and marketing channel that connects its owner to a noisy, ragged, global conversation – the blogosphere.
  • 6. TOP TWENTY QUESTIONS ABOUT CORPORATE BLOGGING Corporate blogs can be sanctioned, even encouraged, by bosses and contributed to by individual employees, or managed, formally, by the corporate communications department. THE BLOGO-WHAT?? The blogosphere . It’s a big, loud place that’s the universe of blogs. It’s “the virtual realm of blogdom as a whole,” as the New York Times calls it. It is often called a collective conversation. Think of it as a community where information, links, opinions, videos, audio files, photos, and other forms of media are easily and frequently shared , where elaboration can be offered, disagreements can be aired, and comments can be posted.
  • 7. TOP TWENTY QUESTIONS ABOUT CORPORATE BLOGGING WHY HAS BLOGGING ATTRACTED SO MUCH ATTENTION? The media blitz is one reason. But the buzz is built around three things: scale, speed and impact. SCALE. The explosion in the number of blogs is mind-boggling. When Technorati launched in November 2002, it counted just under 13,000 blogs. Exactly three years later, in November 2005, the online service was tracking over 20 million blogs. SPEED. Blogs are instant and always-on and accessible anytime, anyplace, through any Internet-connected device. Someone is always “listening”. IMPACT. Blogging began a decade ago as an online outlet for personal musings. Now, everyone can be a journalist or a reporter. Citizen journalism has become a reality thanks to blogs.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. A QUICK ROMP THROUGH THE CORPORATE BLOGOSPHERE In August 1999, along came Blogger.com, a free blogging service. Anyone who wanted to could start a blog in minutes. Between 2002 and 2005, the number of blogs skyrocketed from thousands to millions. The idea of an online journal was intoxicating. So how did this phenomenon cross over to the business world? With the thousands of techies and entrepreneurs immersed in the dot-com boom back then, the line between “personal” and “professional” was blurred. In addition, the Internet itself has become increasingly accessible since then , through cellphones, Wi-Fi and other technologies. Also, mainstream media began treating corporate blogging as a news source in itself.
  • 17.
  • 18.
  • 19. CONFRONT THE FEAR OF BLOGGING You have to be willing to try something new and be an innovator , in a word. Blogging is part of the new wave of technologies that is transforming the Internet into a more user-friendly place. On the next slide is a chart showing the major fears that hold people back from taking advantage of blogs, as well as facts to counter each of these fears.
  • 20. CONFRONTING FEAR OF BLOGGING Studying what other companies are doing with public-facing blogs may be the best way to combat your fears and learn how to use the speed and reach of blogging to your advantage.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25. THE NEW ROI IS ROB (RETURN ON BLOG) What’s in instead of ROI (Return on Investment) is ROB (Return on Blog). It’s all about connections, conversations, discovery, information, word-of-mouse, leverage, amplification, and efficiencies. If you move fast, you’ll reap first-mover advantage. Yes, there is an ROB that is measurable. The obvious metric of success for corporate blogs is search engine results. Another is WOMM (Word-of-Mouth Marketing). This is a popular new marketing metric that’s getting more and more attention. As Pete Blackshaw, chief marketing officer of market research from Nielsen BuzzMetrics put it: “Blogging is putting WOMM on steroids.” Ultimately, the satisfaction of the person writing the blog, whether he or she’s a CEO or a small businessperson, is what determines the success – and staying power – of a blog.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31. ANATOMY OF A BLOG Here are two charts that display blogs’ components – this first one shows their basic features, or their bare bones …
  • 32. ANATOMY OF A BLOG … and this second one showcases some additional features , the addition of which depends entirely on the desire and/or discretion of the blogger.
  • 33. WHAT’S NEXT? So what does the future hold for corporate blogging? Corporate blogs will stake out their own corner of blogdom. They will define a slice of the blogosphere where the rules, perhaps, are a bit more forgiving and where edginess isn’t the most important feature. The blogosphere that counts – the one you need to concern yourself with as a businessperson – is the collection of influential blogs that talk back and forth to one another, creating the biggest global echo chamber people have ever known. The echo effect is the key . The instant amplification of the blogosphere – which happens when the influential bloggers are listening and their ears prick up – can’t be stressed enough. Use it to your advantage. Get inside this global echo chamber.
  • 34. IT’S NOT ABOUT BEING COOL Lastly, blogging isn’t about being cool. It’s about where everyone is going – online. This is where your customers will be soon, if they’re not there already. The story of corporate blogging is still unfolding. Go make it happen. Have fun. Life is short. It’s also messy and wonderful. Like blogging itself!
  • 35. BusinessSummaries.com is a business book Summaries service. Every week, it sends out to subscribers a 9- to 12-page summary of a best-selling business book chosen from among the hundreds of books printed out in the United States. For more information, please go to http://www.bizsum.com. ABOUT BUSINESSSUMMARIES