From SES Training in London in February ’09. Four hour training seminar covering why a company might blog, how to form a corporate blog strategy, how to create a blogger outreach program and how to pitch.

1. The Business of Blogging Jennifer Evans Laycock Director of Social Media, SiteLogic @jenniferlaycock [email_address]

2. How Do You Blog?

3. Who blogs?

4. Who blogs?

6. Who blogs?

7. Who blogs?

8. What Do People Blog? Music is more popular and politics is less popular in Asia, while personal, lifestyle, and religious topics are less popular in Europe

9. Why Do People Blog?

10. People trust blogs

11. The flow of conversation… Joe Blogger

12. So they’re growing, who cares? “ Every new blog, every new post and every new comment makes it more likely someone will talk about you.”

15. Citizen journalism is the new news

16. The social technographic ladder

17. The Conversation Happens in Two Places Your Blog Their Blog

19. A warning about blog marketing

20. Reasons to blog – Add personality

21. Reasons to blog – Feedback cycle “ One of the most common requests for change from our Customers is to add assigned seating…we do listen intently to our Customers and do our best to give them what they want so it only makes sense to extensively research and evaluate this possibility.”

22. Reasons to blog – Feedback cycle Roughly 1/3 of comments come from SW Employees Customers change C-level’s minds * 90% against assigned seating They TELL readers they have impacted things…

25. Reasons to blog – Emotional investment As with many smaller sheet metal companies, there tends to be quite a bit of sub-contracting that goes on. Obviously, the smaller you are the less facilities you have in-house. And the busier you get, the more sub-contracting out you need to do. Anyway, I’m not going to start babbling about their utter ineptitude as it’s worth an entire blog in itself. But do keep your hand on the proverbial dial in case I ever spill the beans on somebody getting arrested for shot-blasting the wrong bridge in Scotland during the rush hour, or regale you with stories involving classic cars having their roof nearly ripped off due to positioning said car with a forklift truck’s forks through the windows so painting the thing would be a bit easier .

26. Reasons to blog – Emotionally invest Gross revenue has TRIPLED 30%-40% of income from blog leads 50,000 unique visitors a month From 3 to 5 employees – seeking bigger location

27. Reasons to blog – Educate Gain credibility in your field by becoming a resource…

28. Reasons to blog – The Press

29. Reasons to blog – Bolster your brand

30. Reasons to blog – Create demand Reaching and educating a whole new audience… Young (40), savvy and travels the world. The “rock star” of bespoke tailors.

31. Reasons to blog – Sell products

32. 5 Things to know before you blog

33. How not to blog…Don’t fake it Charlie has a PSP. Jeremy doesn’t. Charlie wants to help. Of course Charlie is really Zipatoni, a self-proclaimed viral marketing firm. Blog gets pulled, Zipatoni gets negative press, Sony looks terrible

34. How not to blog – throw away the mirror Almost no comments…people just don’t care.

35. How not to blog…with thin skin

37. Boosting your blog – Ask questions Let your readers add to the content…

38. Boosting your blog – Use pictures

40. Get their attention – Good headlines Original “ Diggified”

41. Get their attention - Controversy

42. Get their attention – Give credit

44. Get their attention – Go elsewhere Find other blogs and add quality comments to them Comment early to reach readers Comment later to reach author Strong presence or diversified reach?

45. Get their attention – Share with Neighbors

46. Get their attention – Blog carnival Exposure to new, but related audiences Multiple bloggers, one topic Great way to get involved with your community

48. Flickr – An Engaged Community

49. Flickr – Links that Deliver

51. Social Media Launch Point: Twitter

52. Twitter – Create Your Listening Board

53. The Power of the ReTweet

55. Social Media Launch Point: YouTube

56. YouTube, Great on a Budget “ Tom [Dickson] likes to run non-standard things through our blenders in the demo room to test out their strength. One day I wandered in to the demo room and saw sawdust on the floor. Tom was testing out the blenders again, this time it was a 2 x 2 jammed into the blender to see if he could destroy the blender or the 2 x 2. “ -George Write, Marketing Director First five videos cost roughly $100 The Today Show, iVillage, Newsweek, Playboy, NY Times Online sales quadrupled. $400

57. So Many Reasons to Love YouTube…

58. Social Media Launch Point - Networks

59. So Many Things to Love about Social Networks

60. Blogging checklist Bonus!

61. Motivate your readers – Link love Links are the currency of the web…

62. Connect with the community – blog roll

63. Learn Who Influences…Not Who is Popular 8-12 immediate influences Dozens, hundreds of secondary Topical Blogs Forums Email lists Social networks Who reaches people? Who do people trust?

64. Why We Love Blogs - The Value Triangle

65. Start your pitch with the right bloggers…

66. Finding the right blogs Copyright © 2007 Jennifer Laycock/Search Engine Guide Use blog search engines to find good fits Traffic Details Posts

67. Number one rule of pitching bloggers… Take the time to READ their blog!

68. How to pitch a blogger

69. Pitching Checklist

71. Follow My List…Avoid This Problem Johnson & Johnson invites 50 mom bloggers to “Camp Baby”

72. A Note About Gender… Women are three times more likely to share personal stories with a friend than men. Allow them to retain full control of the message or discount… But….

73. Foster relationships

74. Offer advance looks… BIG LESSON: Full Disclosure is a must!

75. Offer reader discounts Doesn’t work with all bloggers…

76. Offer breaking news Give a blogger an exclusive The right blog can spread word fast! If it’s juicy, they’ll share it.

77. Entice with affiliate deals Read the site first to see if they do affiliate posts…

78. Pay for posts… “ No doubt about it. Michael Nivola is a smart guy who has done some smart things. However, ordering a review from John Chow dot Com for the Seven Day System may have not been the smartest thing to do.”

79. Product reviews Nikon sends new D80 to top Flickr users Tons of buzz among target audience Blogger version follow-up…

80. Follow the Rules of Viral Marketing

81. Ask Yourself… Ideas spread because they matter to the spreader…

82. How NOT to treat bloggers… U.S. College sports group lays down “live blogging” rules Soccer: five times per half, one at half time Lacrosse: three per quarter, one at half time Rowing: Ten per day

83. How NOT to treat bloggers… Flight delays cause person to miss vacation. Terrible customer service “ Please respond, Pasquale, but we owe him nothing as far as I'm concerned. Let him tell the world how bad we are. He's never flown us before anyway and will be back when we save him a penny. “ "We wouldn't respond to a blog post. This goes back to the larger question of the veracity of everything you read on Internet blogs. Our customer service is great."

84. Things I Don’t Care About (Neither do They)

85. Managing your reputation

86. The Power of a Good Post When I came home this last time, I had an email from Zappos asking about the shoes, since they hadn’t received them. I was just back and not ready to deal with that, so I replied that my mom had died but that I’d send the shoes as soon as I could. They emailed back that they had arranged with UPS to pick up the shoes, so I wouldn’t have to take the time to do it myself. I was so touched. That’s going against corporate policy. Yesterday, when I came home from town, a florist delivery man was just leaving. It was a beautiful arrangement in a basket with white lilies and roses and carnations. Big and lush and fragrant. I opened the card, and it was from Zappos. I burst into tears. I’m a sucker for kindness, and if that isn’t one of the nicest things I’ve ever had happen to me, I don’t know what is. So… IF YOU BUY SHOES ONLINE, GET THEM FROM ZAPPOS . I

87. The Power of a Bad Post…

88. Keep track of the conversation

89. A Reminder Why Blogs Work… People Don’t Trust Ads People Trust Friends People Trust Strangers The Web Connects Everyone has a Voice Niches Flourish

90. Tracking results…

91. Track pick-up of post…

92. Track new links from posts… Lesson learned: Watch this blog for new topics worth writing about Blog posts can score you some nice quality links…

93. Track comments… Look for patterns in what posts attract comments

94. Track sales… Pre-controversy: average $250 a month in sales Post-controversy: average $1000 a month in sales

95. Track pickup on social news Helps gauge how quickly word is spreading…

96. Engagement rates for The Lactivist

97. Digg, Reddit, Stumbleupon referrals. Pork Problem Four major blog referral sources during the “Pork Event” and after. . . Link rates for The Lactivist

98. Thanks! Jennifer Evans Laycock Director of Social Media SiteLogic [email_address]