Blogging Break Down& How to avoid it

Annie Mole

london-underground.blogspot.com

www.goingunderground.net

Is this what a blogger looks like?

It’s not just a niche

Blogging Figures from Technorati – State of Blogosphere Report

• The numbers vary but agree that blogs are here to stay

* comScore MediaMetrix (August 2008)

Blogs: 77.7 million unique visitors in the US

Facebook: 41.0 million | MySpace 75.1 million

Total internet audience 188.9 million

* eMarketer (May 2008)

94.1 million US blog readers in 2007 (50% of Internet users)

22.6 million US bloggers in 2007 (12%)

* Universal McCann (March 2008)

184 million worldwide have started a blog | 26.4 US

346 million worldwide read blogs | 60.3 US

77% of active Internet users read blogs

Sept 2008 - http://www.technorati.com/blogging/state-of-the-blogosphere/

How many are there ….. really?

Sept 2008 - http://www.technorati.com/blogging/state-of-the-blogosphere/

Does anyone read them?

So why do we blog?• Show me the money?????

So why do we blog?• Show me the money?????

Technorati – State of Blogosphere 2008http://www.technorati.com/blogging/state-of-the-blogosphere/the-what-and-why-

of-blogging/

So why do we blog?• Self Expression

Technorati – State of Blogosphere 2008http://www.technorati.com/blogging/state-of-the-blogosphere/the-what-and-why-

of-blogging/

So why do we blog?• Professional Reasons

Technorati – State of Blogosphere 2008http://www.technorati.com/blogging/state-of-the-blogosphere/the-what-and-why-

of-blogging/

Under Pressure• Blog for yourself (at

least if no one’s paying you to blog)

• The world won’t end if you don’t blog for a few days

• Quality is usually better than quantity

Under Pressure• Share the load – guest

blogging

Under Pressure• Get readers to do your job for

you

– Lists– Questionnaires– Surveys– Photos of the Day– “Regular” slots

• You have to know your readers really well for this to work

Good Practice for Corporate Blogger Outreach

• Big brands can get it right

• Warning clichéd acronym approaching:

Relevant,

Intimate,

Timely &

Executionable

• Stella got to know the London blogging community & used a variety of communications to promote airship ride

• They understood key influencers and how they liked to be communicated with

Good Practice for Corporate Blogger Outreach

• Big brands can get it right

• Smirnoff London Blogger’s Meet Up

• Hugely personalised – each blogger had a cocktail designed for their blog & themselves

• Pre & post event outreach was relevant & personalised.

• Once again they understood key influencers and how they liked to be communicated with

Corporate Blogs Best Practices & Guidelines

Writing – Collaboration between:

– Executive/staff

– Communications Support

– Guest posts

Blog relations and Monitoring Team

– Screen profane, off-topic postings

– Update new postings

– Comment on third-party blog (s)

– Forward action items arising in blog to appropriate people

– Have a Blog Roll

– Consider using standard blogging software rather than bespoke

Clear Voice

– Deliver a focused message

Tone of Content

– Brief, conversational, personal syntax

Blog Message Content

– No Corporate speak/spin

– Be humble, acknowledging misses earns credibility

– Encourage responses

– Set expectations on frequency of new blog posts

Promotion and Linking

– Link from corporate websites and to influential blogs

– Search Engine Optimize

– Submit to Technorati, blog directories

Update Postings Frequently

– Ideally twice a week

– Give viewers reason to return

– Helps Search Engine rankings

Maintaining the Blog Dialogue

– Engage in the “conversation” by answering selected responses

– Break news on blog

Be Transparent

– Confront criticism

– Expect it and post it

– Respond Appropriately

Plan Ahead

– Create editorial calendar of issues/opportunities for Blog discussions

– Be flexible & Human

Blog Content Dos and Don’ts

MaintenanceSet-up

Blogging Break Down& How to avoid it

Annie Mole

london-underground.blogspot.com

www.goingunderground.net

themole@goingunderground.net