2. A blog is in many ways a continuing conversation
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3. Also Remember…
Your blog is YOUR unedited version of yourself.
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4. Reality Check : 1
The Basics
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5. Let’s ask ourselves
What is a blog?
Who is a blogger?
How is it different from a website/portal?
What makes a successful blog?
Why would you blog?
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6. Do you BLOG?
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7. The Business of Blogging!
Are the companies blogging or people?
What makes a blog - ‘Corporate’?
So who is doing it in India?
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8. Reality Check : 2
Why you REALLY
need it
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9. What you were probably told
Blogging helps with Search Engine
Optimization
Gives you another place to sell
Market yourself better
Get more visitors.
Breaks down corporate barriers.
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10. They are all true BUT…
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11. Why you really need it
Is a communication channel
Builds credibility
Cements relationships
Builds awareness
Helps you segment and target your market
better
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12. Why you really need it
Impacts visibility with customers
Speed and scale beat traditional marketing
People trust people, not your business
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13. The Most Important Reason!
There is no other
option!
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14. Reality Check : 3
Setting
Objectives
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15. Set Business Objectives
Increase awareness of your brand or agency
Increase positive / decrease negative
mentions
Improve customer service
Drive traffic to a specific site for sales or
downloads
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16. Set Business Objectives
Collect feedback from stakeholders
Internally: improve knowledge management
Innovate through collaboration and
crowdsourcing
Platform for thought leadership by senior
managers
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18. The Right Way!
There are 3 dimensions
Message (Central, Peripheral)
Opinion (Critical, Uncritical)
Networking (Low, High)
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19. Goals
Success
Status
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20. ROI: A New Hope
What is the Investment ?
Engagement
Participation
Trust
Attention
Inspection
TIME!
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21. Social Leads
Track web traffic breakdowns from all
social media sources,
Chart the top few sources over time.
Measure Referrals as well
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22. Bounce Rates
Are visitors quickly leaving?
Landing page needs better,
more relevant copy.
Information they’re seeking
should be easily found!
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23. Your Network Size
Your followers
Your subscribers
How interactive
you are
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24. Loyalty
Are social members
evangelizing?
How many members
re-share?
How often do they
re-share?
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25. Conversions
Subscriptions, sales (direct or
through affiliates)
Clicks to buy
Clicks on Know More
Ask for Quotes
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26. One more thing..
The following are all
UNTRUE!
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27. Myth 1
Corporate Blogs are out.
Facebook/Twitter are in.
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28. Myth 2
You shouldn’t sell on your
blog.
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29. Myth 3
You always have to produce
brilliant content
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30. Myth 4
Measure success by number of
RSS readers or email
subscribers
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31. Myth 5
Your blog will make you a
though leader overnight
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32. Myth 6
Your blog will ring in the sales
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33. Trends in Corporate Blogging
Social Networking enabled blogs
Community blogging
A separate team and blog owner – Chief
Blogger
Informal and also humorous
Making it a KRA
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34. Reality Check : 4
Success Factors!
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43. Sorry.
I have a habit of saving the best for
dialogue
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44. ?
? Here to answer all questions
for which we might have vague
answers
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45. Have you thought about these?
Best Practices
Worst Possible Blunders
How Blogs Integrate into your Online
Marketing Strategy
Why People fear Blogging
CEO Blogging!
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46. Show of Hands!
How many would want to start their own
blogs?
How many would initiate discussions within
the company to start a blog?
Would you want to become the blog
Champion?
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47. We are
India’s Only Blogger Centric Social
Media Strategy Group
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48. Thank you
Vineet Rajan
Director – Strategy and Planning
Call me +91 99875 59693
Send me an Email vineet@indiblogger.in
Visit us at http://indiblogger.in
I blog at http://vinni.co.in
I tweet on http://twitter.com/vineetrajan
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