Slides utilisées lors du cours "Blogs & Blogosphere Management" donné à Grenoble Ecole de Management, dans le cadre du master Internet Strategy & Web Management, en décembre 2012.

1. Blog and blogosphere
management
Master internet Strategy& Web Management

2. Romain Biard
@biskuit
Founder& General Manager – Digital Lift
LaunchedUber in Paris
Worked for TypePad (Six Apart) for 2 years 1/2
Master internet Strategy& Web Management

3. Agenda
1. What do you know about blogs?
2. The bigpicture
3. Lets talk about strategy
4. One thing about SEO and SMO
5. A bit of technic
6. Key successfactors and how to
measuresuccess?
Master internet Strategy& Web Management

4. What do you know
about blogs?
Master internet Strategy& Web Management

5. Whatis a blog for you?
What’s the differencebetween a blog and a
website?
Whohad a blog prior to being a studenthere?
Whatwereyoutalking about ?
Whoreads blogs?

6. A blog is
Interactive
Easy to manage
Updatedfrequently
=> A publishingtool

7. Blogosphere,
the bigpicture
Master internet Strategy& Web Management

8. A non-stop growingecosystem
+164 M +1 M
# of public blogs # of new posts per day
Source : BlogPulse, BlogHerald
Photo : Girl Talk Crowd, kjten22 / Flickr

9. A non-stop growingecosystem
Source : BlogPulse, Technorati, BlogAndRetire
Photo : Girl Talk Crowd, kjten22 / Flickr

10. Who are the bloggers?
Bloggers
13%
8%
Hobbyist
18% Part-timers & Full-timers
Corporate
60% Entrepreneurs
Source : Technorati, State of the blogosphere 2011

11. Why do corporatebloggers blog?
To shareexperiences and expertise withothers
To speaktheirmind on areas of interest
To gain professional recognition
To attract new clients
Source : Technorati, State of the blogosphere 2011

12. Why do corporatebloggers blog?
Recognition
Sales
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13. The impact of blogs
Information sources
41.5% 42.5%
Blogs Newspapers
Source : Technorati, State of the blogosphere 2011

14. The impact of blogs
Why do people visit blogs?
52% 50% 29%
News Product Product
reviews recommandations
Source : Technorati, State of the blogosphere 2011

15. The impact of blogs
# of people trusting the information theyfind on
40% Facebook (published by a friend)
36% Brand’swebsite
30.5% Blogs
17% Facebook (brand’s page)
16% Twitter (someonetheyfollow)
12% Twitter (a brand theyfollow)
Source : Technorati, State of the blogosphere 2011

16. The impact of blogs
# of people sharing information comingfrom
34% Facebook (published by a friend)
29% Blogs
24% Facebook (brand’s page)
21% Brand’swebsite
19% Twitter (someonetheyfollow)
7% Twitter (a brand theyfollow)
Source : Technorati, State of the blogosphere 2011

17. The impact of blogs
Where do people share
the content theyfind on blogs?
63% Email
62% Facebook
29% Twitter
21% Theirown blog
15% Comment section of other blogs
8% LinkedIn
Source : Technorati, State of the blogosphere 2011

18. The impact of blogs
If brand product or service information isfound
on a source, which one tends to make people
want to learn more about it?
36% Blogs
33% Facebook (information posted by a friend)
28% Brand’swebsite
12% Facebook (brand’s page)
10% Twitter (someonetheyfollow)
5% Twitter (brand theyfollow)
Source : Technorati, State of the blogosphere 2011

19. The impact of blogs
People likelihood to recommendbased on
44% Brand’swebsite
42% Facebook (content posted by a friend)
37% Blogs
22% Facebook (brand’s page)
15% Twitter (someonetheyfollow)
14% Twitter (brand theyfollow)
Source : Technorati, State of the blogosphere 2011

20. The impact of blogs
People likelihood to purchasebased on
37% Brand’swebsite
33% Facebook (content posted by a friend)
31% Blogs
21% Facebook (brand’s page)
13% Twitter (someonetheyfollow)
12% Twitter (brand theyfollow)
Source : Technorati, State of the blogosphere 2011

21. Lets talk about
strategy
Master internet Strategy& Web Management

22. Whatcanwe use a blog for?
Manage Engage customers
a community
Sellingpro
News ducts Crisis
Brand communication
management Share HR
expertise
Share content Websites
with clients Loyalty Events

23. Brand management - humanize
Why?
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24. Brand management - humanize
You are the voice of the company.
You giveit a face.
People canidentifythemselves to you and whatyou
talk about.
You are on the samelevelthanyourreaders: a blog is
made for discussions, not for top-down
information.

25. Brand management - humanize
Brand: The North Face
Blog’sname: Never Stop Exploring
URL: http://www.neverstopexploring.com
Major goal:work on empathy

26. Brand management - humanize
How?
Theyallowtheirsporters to talk on behalf of the brand.

27. Brand management - humanize
How?
Theyallowtheirsporters to talk on behalf of the brand.
Theycan talk on almostwhatevertheywant, if it’s more or lessrelated
to theiractivity: passions, family, …

28. Brand management - humanize
How?
Theyallowtheirsporters to talk on behalf of the brand.
Theycan talk on almostwhatevertheywant, if it’s more or lessrelated
to theiractivity: passions, family, …
Theycreated a dedicated brand: Never Stop Exploring

29. Brand management - humanize
Of course, theyalso talk about the results of theirsporters or the
other actions of TNF likecharity.

30. Brand management - humanize
Brand:Béaba
Blog’sname:Béablog
URL: http://www.beablog.fr/
Major goal:mothers talk to mothers

31. Brand management - humanize
How?
The blog ismanaged by youngmothers.

32. Brand management - humanize
How?
The blog ismanaged by youngmothers.
They have a defined agenda based on readers expectations.

33. Brand management - humanize
How?
The blog ismanaged by youngmothers.
They have a defined agenda based on readers expectations.
They talk about thingstheylike, in an honestway.

34. Brand management - humanize
How?
The blog ismanaged by youngmothers.
They have a defined agenda based on readers expectations.
They talk about thingstheylike, in an honestway.
The brand ismentionned but is not too intrusive.

35. Brand management - humanize
How?
The blog ismanaged by youngmothers.
They have a defined agenda based on readers expectations.
They talk about thingstheylike, in an honestway.
The brand ismentionned but is not too intrusive.
Theylisten to theircommunity and involvetheirreaders.

36. Manage a community
Why?
Master internet Strategy& Web Management

37. Manage a community
Be accepted by thiscommunity and become the
obviouspartner of thiscommunity.
Be considered as a reference on a specifictopic.
Blogs are an easyway to share a
publishingtoolbetweenmanyauthors. Use
thisstrength.

38. Manage a community
Brand: Roche
Blog’sname: Femmes avant tout
URL:does not existanymore
Major goal:make the people talk about how they live withtheir
cancer, how theyreact to the treatments, whatcanbeimproved…

39. Manage a community
How?
Content wasfocusing on woman-likequalities.
Personality of the journalistwasreally important.
Shewasconcerned by the topic and the wayshewrotewas part of the
success of the community.
Discussions much more thantop-down information. Readers
interviews, contributions…
Brand wasonly in the background.

40. Manage a community
Brand: Coca-Cola Zero
Blog’sname:Bamar en Live
URL: http://www.bamarenlive.com/
Major goal: Help Coca-Cola Zerobe a reference in the world of
videogames.
Context:thisis one element of a more global strategy

41. Manage a community
Context
Coca-Cola Zerowants to penetrate and beaccepted in the world of
gamers.
They have createdmanytoolsrelated to gaming.
Bamar en Live is one piece of thisstrategy.

42. Manage a community
How?
The blog ismanaged by a journalist, specialized on thistopic, known
by the community.

43. Manage a community
How?
The blog ismanaged by a journalist, specialized on thistopic, known
by the community.
Theyprovidereaderswith exclusive content.

44. Manage a community
How?
The blog ismanaged by a journalist, specialized on thistopic, known
by the community.
Theyprovidereaderswith exclusive content.
He sayswhathethinks and talks in a waythatmakereaderscomfortable.
The brand isnevermentionned in posts.

45. Manage a community
Results
From a brand perspective, it’smainly positive: we talk about Coca
Zero in thiscommunityeventhough the brand is not toopushy.
From a community management standpoint, people are interested in
what Bertrand says, but they are not reallyinvolved. It’s a journalist’s
blog.

46. Share content with clients
Why?
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47. Share content with clients
Giveyour clients an exclusive access to you.
Givethem the specific content theyexpect, on a
people per people basis.
A blog platformoffersyou the ability to easilycreate
and manage many blogs, and to
makethemprivate. Use thisstrength.

48. Share content with clients
Brand:Homelike Home
Blog’sname:Homelike Home – Espace Client
URL: http://www.homelikehome.com/
Major goal:Givetheir clients access to specific content
fromanywhere, atany time.

49. Share content with clients
How?
Theycreate a private blog for every new client, with a first post.

50. Share content with clients
How?
Theycreate a private blog for every new client, with a first post.
For eachappartmenttheyvisit, theypublish a description, pictures and
a map.
The client can post comments and get information about his flat
searchwhenhewants and not when the hunters cananswer.

51. Share content with clients
Why?
Master internet Strategy& Web Management

52. Share expertise
To show thatyou are an expert in
youractivityfield.
To get recognition fromyour clients and peers.
To beinvited to talk atevents…

53. Share expertise
Brand:Homelike Home
Blog’sname:Denicher
URL: http://www.de-nicher.com/
Major goal:Makethemselvesberecognized as specialists of the flat
hunt.

54. Share expertise
How?
They talk about theirdailyactivity, but also about correlatedtopics.

55. Share expertise
How?
They talk about theirdailyactivity, but also about correlatedtopics.
Theywritefrequently and don’thesitate to express their point of view.

56. Share expertise
How?
They talk about theirdailyactivity, but also about correlatedtopics.
Theywritefrequently and don’thesitate to express their point of view.
Write « out-of-the-box » : talk about
thingsyourcompetitorsgenerallydon’t talk about.

57. Share expertise
Brand: Sage
Blog’sname: New CFO
URL: http://new-cfo.fr/
Major goal: Help Sage be a reference in the community of CFOs.
Context: Help Sage make the CFOs look more modern and become a
reference for them.

58. Share expertise
How?
They talk about CFOsday-to-day life.
They focus on specificmarkets to provide more relevant information
depending on topics of interest of the readers.

59. Share expertise
How?
They talk about CFOsday-to-day life.
They focus on specificmarkets to provide more relevant information
depending on topics of interest of the readers.
They help to makethese jobs betteraccepted by companies and
people (weusuallythinkthatCFOs are not funny…) and givetools to the
CFO to bettercommunicate on their job.

60. Share expertise
How?
They talk about CFOsday-to-day life.
They focus on specificmarkets to provide more relevant information
depending on topics of interest of the readers.
They help to makethese jobs betteraccepted by companies and
people (weusuallythinkthatCFOs are not funny…) and givetools to the
CFO to bettercommunicate on their job.
They use derision.

61. Share expertise
How?
If you’re a CFO, youwillbeeager to promote a blog thatdescribresyou
as someonefunny, not a blog whichistooserious.

62. Share expertise
And also
Comment on other blogs talking about the samethings, on the blogs
of yourpeers.
Answer to comments on your blogs, to the questions
yourreadersaskyou.
Giveyourreferences (other blogs, books, …) =>publish links.

63. Engage customers
Why?
Master internet Strategy& Web Management

64. Engage customers
Promoteyourcustomers.
Involvethem in the life of the company and in
the development of productsthey love.
Blogs are an easyway to get in touchwith people
and get feedbacks.

65. Engage customers
Brand: Lego
Blog’sname: Lego Cuusoo
URL: http://lego.cuusoo.com/
Major goal:Increase the engagement of Lego’s fans with the brand.
Context: Lego probablyexpects to growitscommunity of
userstowardadults and long-time fans.

66. Engage customers
How?
Invite yourcustomers to create content for you.

67. Engage customers
How?
Invite yourcustomers to create content for you.
Customers’ creations are promoted on a blog / websitewereother
people can comment and vote.
Rewardyourcustomers (creationswith +10,000 votes are created if
approved by a commitee).

68. Engage customers
How?
Key successfactors:
-behonest and transparent
withyourcustomersotherwiseyouwillcreate frustration.
-use this to discusswithyour clients and get information fromthem.

69. Crisis communication
Why?
Master internet Strategy& Web Management

70. Crisis communication
Be reactive in your communication if
somethingwronghappens.
Answer to yourcustomers questions.
Blogs are an easyway to post content on the
web, quickly and frequently, and (once again)
to get feedbacks.

71. Crisis communication
Brand: Leclerc
Blog’sname: De quoi je me M.E.L.
URL:does not existanymore
Major goal: M.E.L. directlytalks about the life of hiscompany to
customers and get feedbacks fromthem.
Context: There was a major sanitycrisis.

72. Crisis communication
How?
Be reactive.
Be honest and transparent.

73. Crisis communication
How?
Be reactive.
Be honest and transparent.
Interactwithyour clients and answer to their questions
(that’swhattheyexpectfromyou).

74. Crisis communication
How?
Be reactive.
Be honest and transparent.
Interactwithyour clients and answer to their questions
(that’swhattheyexpectfromyou).
Publishfrequently.

75. Crisis communication
Brand:Squarespace
Blog’sname: The Official Squarespace Blog
URL: http://blog.squarespace.com/
Major goal:Communicate about the day-to-day life of Squarespace
and the evolution of theirproducts.
Context:Maintainingwebsitesactivityduring the storm Sandy.

76. Crisis communication
How?
Be reactive.
Be honest and transparent.
Interactwithyour clients and answer to their questions
(that’swhattheyexpectfromyou).
Source : http://techcrunch.com/2012/11/01/squarespace-fog-creek-
peer1-kept-ny-data-center-alive-by-carrying-fuel-buckets-to-the-17th-
Publishfrequently. floor-in-the-dark/

77. Internal communication
Why?
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78. Internal communication
Broadcast content easily to a lot of people.
Give a way to yourcolleagues to express
themselves.
Knowingthateverybodycanreadthem, theywillm
oderatethemselves.

79. Internal communication
Brand: Arcelor Mittal
Blog’sname:CreatingHistory
URL:private
Major goal: Help the people working in the companyaccept the
acquisition and better know theirfellowcolleagues.
Context: The acquisition happened in a toughcontext in France.

80. Internal communication
220 000 employees + 110 000 new ones in 60 countries
Major issue for the company in 2007: how to integrate all
these new people
Strongreluctanciesat Arcelor
How to create a common culture?
Shouldtheykeepthis communication internal to the
company?

81. Internal communication
How?
The presented the differentactivities of the group.

82. Internal communication
How?
The presented the differentactivities of the group.
Employeeswere able to ask questions directly to the top
management: itreduced the distance between all the people in the
company.

83. Internal communication
How?
The presented the differentactivities of the group.
Employeeswere able to ask questions directly to the top
management: itreduced the distance between all the people in the
company.
Theyfocused on presenting people through a web-show. 3
seasonswerecreated.

84. Internal communication
• Key successfactors:
– It was accessible to all the employees.
– People were able to askwhateverwas important to
them.
– The people responsible for the decisions (top
management) were accessible to anybodywithin
the company.
– Theygot 100 000 visits in 2 days.
– Budget: 340 k€ => ~1€ per employee.

85. Events
Why?
Master internet Strategy& Web Management

86. Events
Generate conversations before the event.
Keep the conversation goingafter the event
(untilnext one?).
Providereal-time content withwhathappensduring
the event.
Give a place to the people to talk about yourevent
(thusyou know whattheysay).

87. Events
Brand:Red Bull
Blog’sname:Red Bull Stratos
URL: http://www.redbullstratos.com/blog/
Major goal:Communicate on how thiseventwasprepared and
whathappensnext.
Context:Red Bull sponsored the highestjump in the atmosphere.

88. Events
How?
You do not talk about the brand, you talk about the event.
Givedetails about it.

89. Events
How?
You do not talk about the brand, you talk about the event.
Givedetails about it.
Present the people who are behind the event.

90. Events
How?
You do not talk about the brand, you talk about the event.
Givedetails about it.
Present the people who are behind the event.
The more yougetcloser to the event, the more yougive information
about whathappens. Pictures are a good way to help people who are
not attending the event to immerge themselves in it.

91. Events
How?
You do not talk about the brand, you talk about the event.
Givedetails about it.
Present the people who are behind the event.
The more yougetcloser to the event, the more yougive information
about whathappens. Pictures are a good way to help people who are
not attending the event to immerge themselves in it.
Give the results and keep the eventalivewithwhathappensnext…
untilnext time?

92. Sellingproducts
Why?
Master internet Strategy& Web Management

93. Sellingproducts
Humanizeyour brand / shop / company.
Show how to use yourproducts.
Provide information about the life of the company and
answer to the questions of yourcustomers.
Involveyourcustomers in the process of developing /
choosing new products.
Attract new customerstalking about relatedtopics.

94. Sellingproducts
Brand: Archiduchesse
Blog’sname: Archiduchesse
URL: http://www.archiduchesse.com/blog/
Major goal:Communicate on the day-to-day life of the company.
Context: Archiduchesse sellsbeautifulsocks in a funnyway. The blog
ishere to humanize the company&promote the funnyatmosphere.

95. Selling
How?
Talk about the day-to-day life of the company.

96. Selling
How?
Talk about the day-to-day life of the company.
Humanize the brand (once again). A client willbe more eager to
buyproducts on a shop or of a brand hefeels close to.

97. Selling
How?
Talk about the day-to-day life of the company.
Humanize the brand (once again). A client willbe more eager to
buyproducts on a shop or of a brand hefeels close to.
Get information on whichproductsinterestyour clients.

98. Sellingproducts
Brand: Carré de Boeuf
Blog’sname: Carré de Blog
URL: xxx
Major goal:Promote the productssold on the e-shop.
Context: Carré de Bœuf sellsqualitymeat online.

99. Selling
How?
Show yourcustomers how to use yourproducts. In this case, recipes
are the best way to go.

100. Selling
How?
Show yourcustomers how to use yourproducts. In this case, recipes
are the best way to go.
Use your blog as a loyaltytool. Postingrecipeshelpsyoukeeping the
contact withyourcustomers: it’slikelythey’ll come frequently to get
new ones, and givetheir opinion on the recipesthey’vetested.
Contests are also a good way to involvethem in the life of
yourcompany / blog / shop.

101. Sellingproducts
Brand: Madeleine Market
Blog’sname: Le carnet des fines gueules
URL: xxx
Major goal:Provide the client with content related to youractivity
Context: Madeleine Market has been acquiredrecently and wants to
develop a new identityaround fine food.

102. Selling
How?
Providethemwith content thatmayinterestthem. You can talk about
yourproducts but youcanalso talk about relatedtopics.

103. Sellingproducts
Questions?
Master internet Strategy& Web Management

104. Sellingproducts
Wouldyou use a blog as an e-shop? Is it possible
to directlysell on it?
If yes, in which situation?
Isit possible to drive trafic in a physical shop
with a blog? How?

105. Others
HR News
Website

106. One thing about
SEO & SMO
Master internet Strategy& Web Management

107. Best practices of SEO
1. Be patient
2. Publishfrequently
3. Comment and answer to comments
4. Words, words, words…
5. Broadcastyour content

108. 57% 1-3 times per week
25% publish more 18% publishless

109. SMO facts
Do yourememberthat
40% trust the content posted by friends
on Facebook
34% share the content posted by friends
on Facebook
29% share the content posted on blogs

110. SMO facts
What’syour
conclusion
?

111. SMO facts
Offer the ability to
yourreaders to
shareyour content!

112. SMO facts
Source : Technorati, State of the blogosphere 2011

113. SMO facts
88% of corporatebloggers use Twitter
85% to promotetheir blog
67% to bringinteresting links to light
33% followreaders of their blog
Source : Technorati, State of the blogosphere 2011

114. SMO facts
Twitteris a good way to broadcastyour content.
You can use it to seewhatyourreaderssay to their
audience about this content and if
theyshareit.
You can use it to keep the conversation going.

115. SMO facts
What about a
Facebook Page
?

116. SMO facts
You have to be able to manage the discussion
everywhere.
You have to offer an exclusive content in
addition to the links pointing to your blog.
It needs to integrate in a global strategywith a
clear goal for thisspecifictool.

117. A bit of technic
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118. What’s the
differencebetween a
hosted and non-
hostedplatform
?

119. Hosted VS non-hosted
Hosted Non-hosted
• Easy to create • Technicalskillsneed
• May include a ed to setup and
support team maintain the blog
• May be free • Will neverbe free
• Lesscustomizable • More customizable

120. What are the main blog
platforms
?

121. Main blog platforms

122. Main blog platforms
Wordpress.com Wordpress.org
• Hosted • Non-hosted
• Need to pay to • Highlycustomizable
access to
professionalfeature
s

123. Main blog platforms
TypePad Movable Type
• Hosted • Non-hosted
• ~15$/month • Highlycustomizable
• Support team to
help you

124. Main blog platforms
Overblog Tumblr / Posterous
• Hosted • Hosted
• Recentlyevolved to • Poorlycustomizable
aggregate content • Createdaround the
comingfromyourdiff community and
erent social profiles sharingfeatures

125. Main blog platforms
Blogger How to choose the
good one?
In a professionalcontext
• Hosted
• Ability to setup and
• Free maintain the blog
• Ability to
customizeitlikeyou
want
• Multi-authors

126. Whatis a RSS feed
?

127. Whatis a pingback
?

128. Whatis a blogroll
?

129. Key successfactors
and how to measure
success
Master internet Strategy& Web Management

130. Key successfactors
• Which content?
– Life of yourcompany (new markets, recruitments, events)
– Life of yourproducts (prototypes, advices…)
– Life of youremployees (experts analysis, in situ reports… Ex: Archiduchesse)
• Which interactions?
– Clients feedbacks (feedbacks on products, suggestions, critiques)
– Attract new prospects (know-how, transparency)
– Get attention from the media (marketanalysis, trends publication)
• Whowillwrite?
– Managers
– Employees
– Outside people
– …

131. Key successfactors
• Whowillbeyourreaders and what are theirpreferences?
– Videos, texts, images
– How familiarwith the internet are they?
• Can they express themself?
– Comments
– User Generated Content (UGC)
– Profiles
• Whatismyecosystem?
– Other blogs and websites in the samefield
– …

132. Key successfactors
• What are the rules?
– Content published
– Editorial responsibility
• Whichdialog?
– Commentsmoderation
– Answering to the comments
• Which goals?
– Audience
– Participation (employees, users, …)

133. What about
blogosphere
management?
Master internet Strategy& Web Management

134. Blogosphere management
It’smainly about good sense.
If youwantbloggers to talk about a new product of
yourcompany, youcansendit to them in order for them to tryit, but:
- You willwant to make sure that the bloggersyouselected are relevant
regarding to yourproduct, have an audience, and are eager to
publishproductreviews
- You willacceptthat the reviewstheypublish are not necessarily positive
- You willacceptthattheydon’twant to publish a review about yourproduct or
don’t have time for it.
- You willconsiderincludingtheircommentsintoyourstrategy.
- You willconsiderincluding the comments of
theirreadersintoyourstrategy, and mayalsowant to answerin a humble way
to the comments (thiswillmake the blogger and commentersfeelvaluable).

135. Now, let’splay!
Master internet Strategy& Web Management

136. Let’splay
You are workingat Arcelor Mittal.
You are part of the team whichcreatedthisgreat
blog when Arcelor wasacquired by Mittal.
You are facing an issue: the top management
doesn’t know how to communicatewith the rest
of the company on what’s happening.
Whatwouldbeyourstrategy on the internal blog to
facilitate the communication and the information
flow?

137. Let’splay
You are working for Gîtes de France.
You need to animate a network of
accomodationowners.
You alsowant to become a reference for
outdoorsactivities amateurs.
Whichstrategywouldyoudevelop?

138. Bibliography
Master internet Strategy& Web Management

139. Bibliography
• « Blogs pour les pros », Loïc Le Meur&
Laurence Beauvais, Dunod, 2005
• « Réussir son blog professionnel : image,
communication et influence à la portée de
tous », Thomas Parisot, Eyrolles, 2010
• « Bien rédiger pour le web : stratégie de
contenu pour améliorer son référencement
naturel », Isabelle Canivet, Eyrolles, 2011

140. Contact
romain@digitallift.fr
http://digitallift.fr
@biskuit
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Master internet Strategy& Web Management