Corporate Blogging plays an integral

1. Corporate Blogging:
Demystified
Vineet
Rajan
Director
–
Strategy
and
Planning
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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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17. How do you
measure SUCCESS?
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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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35. Critical Success Factors
Management Support
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36. Critical Success Factors
The Champions
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37. Critical Success Factors
Education
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38. Critical Success Factors
Setting Clear Goals
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39. Critical Success Factors
Corporate Commitment
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40. Critical Success Factors
Establishing Guidelines
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41. Critical Success Factors
Dialogue!
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42. Critical Success Factors
Crystal Clear
Call to Action
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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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